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How to Build a Killer Social Network

How to Build a Killer Social Network. presented by the American Marketing Association, Boston Chapter. SPECIAL THANKS TO OUR SPONSORS. Introducing…. John Moore, Director of Ideas and Innovation. keynote. Chris Brogan, Vice President of Strategy & Technology. moderator.

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How to Build a Killer Social Network

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  1. Howto Build a Killer Social Network presented by the American Marketing Association, Boston Chapter SPECIAL THANKS TO OUR SPONSORS

  2. Introducing… John Moore, Director of Ideas and Innovation keynote Chris Brogan, Vice President of Strategy & Technology moderator Todd Van Hoosear, Social Media Practice Manager panel Dale Durrett, Eastern Region Sales Manager Tom Arrix, Vice President of Sales, East

  3. The state of social networking July 21, 2008 AMA Conference

  4. Framing our discussion • Players • Numbers • Role • Application • Rules • Future

  5. The players

  6. A myriad of sites

  7. A Myriad of Marketers

  8. The numbers: the good

  9. MySpace and FaceBook Dominate Category +7% +85% +146% +100% +30% +100% +29% +156% -28% Source: Nielsen Online, May 2008 (Growth from May 2007)

  10. the category is still growing 105M 72M Source: eMarketer, US Online Social Networking Users, 2

  11. Investment is Also growing Source: eMarketer, US Online Social Networking Advertising Spending, December 2007

  12. The numbers: the bad

  13. Areas of concern Page Velocity Per Minute Monetization Time Spent +47% Social Networking YouTube MySpace Yahoo! MySpace Original Forecast MySpace Revised Forecast -14%

  14. Numbers that may surprise you • 69% of all US Internet users have visited a social networking site • 50% of all US Internet users visited either MySpace or Facebook • 12% of all internet minutes are spent on MySpace • 40% of all moms are on MySpace • 41% of Facebook’s visitors are over the age of 35 • 31% of internet users earning $150k a year use social networking • 21 million professionals in 150 different industries are on LinkedIn

  15. role

  16. How it Fits Into Their Life: Social Hub forrelationship/connecting Practical “Tools” Entertainment/ Diversions

  17. how It fits into their life: Business Company Groups Search for Experts Links with Colleagues Online Resumes Expand Networks

  18. How it Fits in Their Life: Philanthropic Users are incentivized to endorse brands that support their social causes Connects brands with consumers passions

  19. APPLICATION

  20. Xm initiatives

  21. The rules RULE 1: Look before you leap RULE 2: Standard ad units are not the foundation RULE 3: Leverage targeting RULE 4: Understand the environment (CPI) RULE 5: Stay involved (IRI)

  22. future Mobile Social Networks Video Offerings MySpace 2.0 Verticals

  23. Myspace 2.0 Music International Targeting Mobile

  24. Mobile social networks • A Natural Combination • Mirrors social networks • Communication leads • New revenue • Smart phones will accelerate category • The two leaders are ramping up • But pure plays want a piece of the action • Many challenges lie ahead

  25. verticals “The future of social networking will not be one bigsocial graph but instead myriad small communities onthe Internet to replicate the millions that exist offline.No single company can capture the social graph.” -The Economist

  26. verticals Social Finance Music Ning Pets Sports Movies

  27. Final Thoughts on the power of social networking

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