podcamp toronto 2011 : kool-aid snake-oil
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Drinking Kool-Aid,Peeing Snake-Oil
PCTO 2011
Who Am I?
Agency Hack @nvi
Staff Editor @revenews
Primate @gypsybandito
#KASL
Drink Menu
Interwebs
Social Media
The Search Market
A Chaser…
Int3rw3bs
Int3rw3bs
In 2010, the internet passed newspapers and became #2 ad medium in US.
– Interpublic Group, 2010
Int3rw3bs
Int3rw3bs
Canadians spend more time online than any other country.
– ComScore, Dec. 2010
Int3rw3bs
68% of Canadian population is online.
– ComScore, Dec. 2010
Social Media
Social Growth
Americans spend 906 million hours/month on social networks.
– Neilsen, Aug. 2010
Social Growth
Social Growth
US social ad spend will increase 55% in 2011 to >$3B.
– eMarketer, Jan. 2011
Social Growth
Worldwide, social ad spend will grow >70% to nearly $6B.
--eMarketer, Jan. 2011
Driving Growth
SMBs
SMBs on Facebook
The Rest…
Social SMBs
80% of US businesses w/ 100+ employees will use social media in 2011.
– eMarketers, Dec. 2010
Social SMBs
Social SMBs
54% of US SMBs use Social Media for monitoring.
– Ad-Ology, Jan 2011
Social SMBs
>57% of US SMBs use Social Media for lead-generation.
– Ad-Ology, Jan 2011
Facebook - Growth
Facebook Usage
51% of Canadians use Facebook.
– ComScore, Dec. 2010
Facebook Usage
71% of US users use Facebook.
– iStrategy Labs, Jan. 2011
Facebook Usage
27% of Americans use Facebook mobile while in the bathroom. .
– AIS Media, Jan 2011
Facebook Usage
Facebook receives more visits than Google.
– Hitwise, Mar. 2010
Facebook Usage
Facebook accounted for 25% of all US page views & 10% of all visits.
– Hitwise, Nov. 2010
Facebook Growth
Facebook served 24% of all US ad impressions in Q3 2010 vs Google’s 2.7%
– ComScore, Nov. 2010
Facebook Growth
Facebook made $1.86B in ad revenue in 2010 (60% from US).
– eMarketer, Jan 2011
Facebook - Growth
Facebook Growth
2011 US ad spend will reach >$2B, (>2/3 of SM ad spend).
– eMarketer, Jan 2011
Facebook Growth
Global ad spend will reach $4B (>2/3 global SM ad spend).
– eMarketer, Jan. 2011
SMBs & Facebook
SMBs drove $1.2B of Facebook 2010 ad revenues (60% of total).
– eMarketer, Jan 2011
SMBs & Facebook
>55% of US SMBs see Facebook as beneficial to their business.
– Ad-Ology, Jan 2011
The Rest
StumbleUpon
LinkedIn adds a new user every second.
– LinkedIn, Nov. 2010
SumbleUpon
StumbleUpon = #1 source of US social traffic (43.34% of market).
– Statcounter, Jan. 2011
StumbleUpon
230% growth in 2010, with 829 million page views in Dec. alone.
– CondeNast, Jan. 2011
Search & Social
Search & Social
Americans spend 906 million hours/month on social networks...
– Adage, Aug. 2010
Search & Social
Americans spend 906 million hours/month on social networks, but only 138 hours searching.
– Adage, Aug. 2010
Search & Social
Facebook served 24% of all US ad impressions in Q3 2010 vs Google’s 2.7%
– ComScore, Nov. 2010
Search & Social
Facebook made $1.86B in ad revenue in 2010 (60% from US).
– eMarketer, Jan 2011
Search & Social
Google profits were $6.77B in Q1 2010 alone.
– Google, Apr. 2010
Search & Social
Facebook Ads worth between 13-53% of industry standard.
– WSJ, Nov. 2010
Search & Social
Facebook CTR in 2011 was 0.051% (1/2 industry standard).
– Webtrends, Jan. 2011
Search & Social
Adwords CTR in 2010 was 2% (20 times the industry standard).
– Google, Jan. 2011
Search & Social
In 2011, twice as many marketers will focus on SM conversions.
– eMarketer, Feb. 2011
Search & Social
>70% of search marketers use social media for SEO strategy.
– eMarketer, Nov. 2010
Search & Social
Search & Social
Search & Social
Bing integrates Facebook Likes into algorithm.
– Bing, Oct. 2010
Search & Social
Social Signals become important for Google algorithm.
– Google, Dec. 2010
Now What?
Social Content
Facebook Connect
Data Mining
Social Content Social News Sites
o Digg, StumbleUpono Reddit, Propeller, Mixx, etc…k
Content Strategyo Target Audienceo Custom Content
Case Study: Sherweb
Hosting Company
Facebook Etiquette Blog Post
> 20,000 Uniques in 48 hours
> 58,000 Uniques over 1 Month
PageRank 3
Facebook Connect Registration & Login
o Access Real User Data
User Experienceo Like Button, Share This, etc…k
Open Graph
Facebook Connect
Facebook Connect
Facebook Connect
Lollapalooza: 99% morePage Views
Gawker: 45% increase in registrations week over
week
Joost: 30% more videos,15% more comments,
and 38% more friend invites.
– Source: Facebook
Social Sharing
31% of clicks generated on shared items came from email.
– SocialTwist, Oct. 2010
Social Sharing
60% of clicks generated on shared items came from social networks.
– SocialTwist, Oct. 2010
Social Sharing
s
User DataFacebook Twitter LinkedIn Google Yahoo!
Name X X X X X
Email X X X
Nickname X X X
Photo X X X X X
Profile URL X X X X X
Birthday X X X
Gender X X
Location X X X X X
Social Graph
X X X X X
More X X X X