content monetization in the social web

CONTENT MONETIZATION IN THE

SOCIAL WEB:HOW CAN YOU MAKE MONEY OUT OF

SOCIAL?

James CarsonDirector, Carson Content Carson Content

James

It’s split into two parts:First I’m going to talk about the initially intangible benefits of social with regard to making money, that ultimately help you build platforms for monetisation in the long term. Secondly I’ll talk about having those platforms, and how you can monetise them directly through plenty of examples.

ABOUT ME

Carson Content

I was Head of Digital Marketing at Bauer Media.

I’m currently a freelance Content Strategy consultant.

I offer services in Content Strategy & Planning / Relaunches / Social Media and SEO strategy.

@mrjamescarsonhttp://uk.linkedin.com/in/jacarson85

www.carsoncontent.com

Carson Content

SHOW ME THE

MONEY!

MAKING MONEY

COST SAVINGCarson Content

ADVERTISINGCONVERSIONS

BUSINESS PROCESS

MARKETING

NON FINANCIAL IMPACT

• Increase in unique website visitors• New Facebook Likes / Twitter Followers• 300% increase in YouTube views• Increase in visits to onstreet store• Volume of impressions• Comments on a blog post

Carson Content

MAKING MONEY

Carson Content

Action Reaction Nonfinancial ImpactFinancial Impact

Investment

Company launches a

Facebook page with app

platform. The public

responds

positive

ly to th

is.

30,000 people Like

Website tra

ffic incre

ases

Increase in

positive

sentiment

Advertiser c

reative so

lutions

The Investment Return Relationship

CAMPAIGNS

Social Equity = Stronger Bond with Customers

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EARNED MEDIA VALUE

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TRAFFIC =

AD REVENUE(AND SOMETIMES SALES)

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HOW MUCH??

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WEBSITE CPM = £20 per M

PAGES per VISIT = 10

CREATE MEASURED GOAL SETS

20p per Visit

2p per pageview

VISIT VALUE

Social Profile

Larger Social Profile

Even Larger Social Profile

Destination Website

Data Capture/Polling

Comps, ads, engagement

Comps, ads, engagement

Referral traffic

Referral siteLinks

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SOCIAL MEDIA TRAFFIC EQUITY

SHOW ME THE MONEY

Carson Content

http://www.facebook.com/playboy/app_618339694862348

http://www.facebook.com/seventeenmagazine/app_267268866717314

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CASE STUDY

5 KEY LESSONS LEARNT

#1 CREATE MULTIPLE GOALS

Make more profit is not a clear goal – think about multiple goal sets and

benefits in a strategy.

#2 DON’T MISTAKE GOALS FOR STRATEGY

Think about how you will achieve those goals and what you are going to do

about it.

#3 RESOURCE UPGet people in the right places and make

them available. Need a developer to change your experiences? Get one!

#4 INFORM SALES TEAMS

Do this more than once. They need to know the platforms inside out in order

to sell.

#5 TRY TO BUILD YOUR OWN PLATFORM

Using 3rd party platforms is expensive.

content monetization in the social web

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