south america 2008: open social for brand advertising and media
DESCRIPTION
Introduction about OpenSocial for brand adverisers and media. This presentation includes slides from Ro Choy from RockYou. It was presented in Sao Paulo during the OpenSocial South America Tour, to an audience of marketing professionals and media.TRANSCRIPT
OpenSocial is Open for BusinessOpenSocial South America Tour 2008
Google APIs Evangelist: Patrick Chanezon
Paris - San FranciscoAPI Evangelist - OpenSocialCheckout, AdWordsSoftware plumberJava geek… in scripting rehab: Ruby, JavaScript, PHP, PythonOpen Source: ROME, AdWords (Java, C#, Ruby)Sun: Blogs, Portals, eCommerceNetscape/AOL: LDAP, Calendar, App Servers, CMS, MyNetscape (RSS)More on my blog http://wordpress.chanezon.com
Links and slides at http://del.icio.us/chanezon/
Google APIs
Why are we doing do it?Our mission: “Organize the world’s information and make it universally accessible and useful”
We can’t organize it all ourselves14 Google APIs on http://code.google.com… and counting!
Google Data API
Calendar API
Maps APIAdWords APIBlogger APIData APIsDesktop SDKEarth (KML)
Enterprise APIs Homepage APIRelated LinksSitemapsTalk (XMPP)Toolbar APIWeb Search API
(Circa November 2006, Mainz)
Google APIs
Why are we doing do it?Our mission: “Organize the world’s information and make it universally accessible and useful”
We can’t organize it all ourselves32 Google APIs on http://code.google.com… and counting!
Checkout APIData API
8 servicesMaps APIAdWords APIAjax Search APIAjax Feed APIDesktop SDK
Enterprise APIs Homepage APIYouTube APISitemapsTalk (XMPP)Toolbar APIGoogle Web Toolkit…
(Circa May 2007, Buenos Aires)
Google APIs
Why are we doing do it?Our mission: “Organize the world’s information and make it universally accessible and useful”
We can’t organize it all ourselves37 Google APIs on http://code.google.com/apis… and counting!
Checkout APIData API
8 servicesMaps APIAdWords APIAjax Search APIAjax Feed APIDesktop SDK
Enterprise APIs Homepage APIYouTube APISitemapsTalk (XMPP)Toolbar APIGoogle Web Toolkit…
(Circa September 2007, San Francisco)
Google APIs Today (Circa April 2008, Redwood City)
wget http://code.google.com/more/ -q -O - | grep products-short-desc | wc -l55
Including 3 Platforms
Why are we doing do it?Our mission (it has not changed): “Organize the world’s information and make it universally accessible and useful”
We can’t organize it all ourselvesN Google APIs on http://code.google.com/apis… and counting!Let’s script it so that I can reuse this slide
Making the web betterby making it social
Why?
What does Social mean?
Eliette what do you do with your friends?
This work by Eliette Chanezon is licensed under a Creative Commons Attribution-Share Alike 3.0 License
This work by Eliette Chanezon is licensed under a Creative Commons Attribution-Share Alike 3.0 License
This work by Eliette Chanezon is licensed under a Creative Commons Attribution-Share Alike 3.0 License
This work by Eliette Chanezon is licensed under a Creative Commons Attribution-Share Alike 3.0 License
This work by Eliette Chanezon is licensed under a Creative Commons Attribution-Share Alike 3.0 License
This work by Eliette Chanezon is licensed under a Creative Commons Attribution-Share Alike 3.0 License
Raoul: a social object for Charlotte (3 year old)
Jaiku’s Jyri Engeström's 5 rules for social networks: social objects
1. What is your object?2. What are your verbs?3. How can people share the objects? 4. What is the gift in the invitation?5. Are you charging the publishers or the spectators?http://tinyurl.com/yus8gw
How do we socialize objects online
without having to create yet another social network?
Brands are Social Objects
Borges on Walled Gardens
"To enclose an orchard or a garden is common, but not an empire"About Chinese emperor Shih Huang Ti and the great Wall of ChinaJorge Luis Borges, "The Wall and the Books", Selected Non Fictions
Google APIs Guide: Hal Varian
OpenSocial is a straightforward application of chapters 8 and 9 of his 1998 book "Information Rules"“Standards change competition for a market to competition within a market”
Network EffectsLock-In and Switching CostsStandards
OpenSocial
A common open set of APIs for building social applications across
multiple sites
Standards-based
html+javascript
Open: OpenSocial Foundation
OpenSocial Foundationhttp://opensocial.org/Keep the specification Open
Specifications discussed on Public Google GroupWill probably use the IETF process
Why should you care about OpenSocial?
Developers/Brands: Distribution >200 Million usersSocial Sites: FeaturesUsers: More applications
Gartner Technology Hype Cycle
OpenSocial Hype Cycle
OpenSocial Trends: Yahoo!
Creating a Standard like OpenSocial is a Social endeavor
This work by Eliette Chanezon is licensed under a Creative Commons Attribution-Share Alike 3.0 License
Integrating Community Feedback
This work by Eliette Chanezon is licensed under a Creative Commons Attribution-Share Alike 3.0 License
This work by Eliette Chanezon is licensed under a Creative Commons Attribution-Share Alike 3.0 License
This work by Eliette Chanezon is licensed under a Creative Commons Attribution-Share Alike 3.0 License
This work by Eliette Chanezon is licensed under a Creative Commons Attribution-Share Alike 3.0 License
This work by Eliette Chanezon is licensed under a Creative Commons Attribution-Share Alike 3.0 License
This work by Eliette Chanezon is licensed under a Creative Commons Attribution-Share Alike 3.0 License
This work by Eliette Chanezon is licensed under a Creative Commons Attribution-Share Alike 3.0 License
This work by Eliette Chanezon is licensed under a Creative Commons Attribution-Share Alike 3.0 License
A standard for everyone
This work by Eliette Chanezon is licensed under a Creative Commons Attribution-Share Alike 3.0 License
How does it work?
10 minutes to an OpenSocial app
One API, Many Websites
One APIclient-side JavaScript - version 0.7 ready for production
standard Web development tools: HTML + Javascriptserver optional
server-side REST (initial proposal under review)Google proposal based on Atom Publishing ProtocolAtomPub and JSON
Many Websitesevery OpenSocial website exposes the same API
==> more users for every app==> more apps for every user
Core Services
People ("who I am", "who are my friends")Activities ("what I'm doing")
Persistence (state without a server)
Demo
OpenSocial Online ResourcesSpecificationhttp://opensocial.orgTechnical demohttp://code.google.com/p/opensocial-resources/
OpenSocial ApplicationsOn Orkut, hi5, MySpace
Social Applications Monetization
Several business models possible (cf Dave McClure Web 2.0 Expo 2008 presentation)
AdSenseBrand the App (brand advertising)Free -> FreemiumRefferalsSell virtual or real goods (ex: MixBook)
Brand Advertising on Social Applications(See RockYou's Ro Choy Web 2.0 Expo 2008 presentation)
OpenSocial for Brand Advertising
Has started on Facebook already
Many brands planning for OpenSocial now
Leverage viral channels offered by Social Platforms
Companies that can help agencies create these appsRockYou: leader on US marketMentezGlobant
Bling Bling: Marketing and Monetizing Through Social Applications April 2008
Slides from Ro Choy, RockYou
Presented at Web 2.0 Expo
Marketing Opportunities with Social Applications
Successful marketing for social media should focus on social applications:1. Application content integration
Integrating brand or product as part of user experienceExample: Likeness quiz, virtual gifts, greeting cards, virtual actions, etc
1. Sponsorships or branding of applicationsApp takeover or skinning w/ possible promotionExample: Skin application w/ sweepstakes or contest
1. Custom social application building & distributionBuild a social app for advertiser and/or distribute it through social network specific ad networksExample: Build, viral tune, launch, and seed an app recruiting users from RockYou’s leading ad network jumpstarting viral spread of app
1. Rich Media
Application Integration & Application Takeovers
Social Networks (1) Web (1) Average RockYou
Ads
Click-Through Rate
BestRockYou
Ad Campaigns
(1) Business Week (2/7/2008)
Application Development and Promotion
Frictionless: simple, less is moreAudience: on Facebook for their friendsCommunication: integrate into the viral channelsEngagement: hook users to return regularlyBusiness model: design with monetization in mindObjective: establish goals and success metricsObvious: make each page’s purpose clearKeep working: develop, test, repeat
Some rules of thumb from Context Optional.
Online Advertising Growing
Source: eMarketer
CAGR: 22%
Global Online Media Advertising($Bn)
Global Social Networking Advertising($MM)
CAGR: 65%
Social Advertising Growing 3x Faster
Context is the key to social application monetization
Virality /Hyper-
targeting
Contextual targeting
High contextLow virality
Search is not viral
Low context High virality
Low context from photo browsing
High contextHigh virality
Apps add context to social networks.
Social apps are viralSocial Applications
Monetizing Social Media
Application Cross-promotionCPI (Cost per Installation) = $0.30-$0.50 Selected Customers:
Agency-sourced Branded AdvertisingCPM (Cost per Impression) = $2.00 - $10.00Type of Ads Using CPM: Branded Ads, Takeovers, App IntegrationSelected Customers:
Direct Response and Lead GenerationCPA (Cost per Action)Type of Ads Using CPA: Mobile Offering, Education, FinanceSelected Customers:
Virtual Goods, Micro-transactions & Subscription
Agency-Sourced Branded Advertising
Agency-Sourced Branded Advertising
Direct selling is required - work with ad rep companies to help source agency relationships
Alloy Media & MarketingClearspringAppsavvy
Agencies are looking for new, materially impactful experiences for their clients (same as the regular web)
Application takeoversNiche demographic reach or custom contentPerformance
Productize the offerings of your application/siteAgency-sourced campaigns range from $30K to $150K spendInternational brand marketing can be significant
UK/EuropeCanadaSouth America
Internal resources are needed to support agency workAd operationsReporting
OpenSocial for Publishers/Media
Socializing Content: Problem and Opportunities
Problememail + password protected urls -> Hard to socialize around content
OpportunityTribune de Geneve example: viral adoption, fun, branding
OpenSocial for Publishers: Distribution
Distribute your content to 200+M usersMove your content to where users spend their time
Get users more engaged with your content
Leverage the viral channels while staying in control
OpenSocial for Publishers: Monetization
Social sites determine the monetization policy
Hi5, MySpace, you can monetize on canvas page
A lot of experimentation needs to happen in the next 6 months: YOU should experiment!
OpenSocial for Publishers: Socialize your siteLeverage Social Networks directly from your siteYou need a REST API for that
Proposal in public Forum: comment on it
You can leverage MySpace proprietary REST API now to experiment
Conclusion: OpenSocial is a great opportunity for PublishersOpenSocial is an open standard to make the web more social
The whole webDifferent types of sites: mainstream, professional, enterpriseInternational
Publishers should leverage this new opportunity to distribute their content, make it more engaging, and monetize it.
Google OpenSocial PlatformsOrkut and iGoogle
2nd social network in the world>60M usersBig in Brazil and IndiaUse case: self expression, communicationStatus:
OpenSocial available for users in India since last weekDirectory limited to 19 applications for now
Orkut Statshttp://www.orkut.com/MembersAll.aspx
Orkut PoliciesViral Channels
Only ActivityStream for now
SecuritymakeRequest uses RSASee PHP sample to validate signature
MonetizationAdvertise on Canvas PagesUse any Advertising NetworkKeep proceeds for yourselfRespect the T&Cshttp://code.google.com/apis/orkut/docs/orkutdevguidelines.html#monetization
iGoogle UsersiGoogle was the fastest growing Google product in 2006 and 2007iGoogle has tens of millions of users worldwide.More than 20% of visits to the Google homepage in the U.S. are to iGoogle.iGoogle is available in 42 languages and over 70 countries.Approximately 50% of iGoogle users are in the U.S., with large user bases in the U.K., France, Japan, Germany, Canada, Spain, Italy and the Netherlands.
iGoogle DevelopersUsers have added more than 100,000 unique gadgets to their iGoogle pages.Currently there are over 47,000 gadgets (up from 9,000 in Q3 2007) and 200,000 feeds available in our public directory for users to add to their own webpage, in addition to their iGoogle page. All gadgets are free.http://www.google.com/ig/directory?synd=openOur top developers include a Database Specialist from the University of Southern Maine, a stay-at-home mom from Utah, and a computer science major from Puerto Rico.
iGoogle SocialSandbox launched yesterday 4/21For developers, Friends manager gadgetSocial Content Platform as opposed to a social networkHelping you filter your information consumption: using friends to help you discover and filter as opposed to communicate and self expressUse Cases: media, commerce, gamesgames and twitter should work well, throwing sheep won't work
iGoogle SocialIn iGoogle Viewer=Owner, main difference with Orkut "I talk about social networks as performance spaces- Orkut is Karaoke, iGoogle is watching a concert. You want it to be clear which one you are doing."
Kevin Marks, OpenSocial Developer Advocate
iGoogle Policies
Viewer = OwnerKey difference between iGoogle and Orkut
AppData10Kb
Viral ChannelssendMessage soon
MonetizationAds on the Canvas pagesHome/Dashboard view is private
Conclusion: OpenSocial is open for BusinessOpenSocial is making the web more social
The current version 0.7 is in production
Developers can start creating social applications todayOrkut, Myspace, Hi5 open to consumers now
Orkut in India now: Brazil real soon!
Social sites: implement OpenSocial get Shindig and start planning
Advertisers: create brand advertising Apps now
Media: get your content more social
Hackathons
Hacker’s Marathons: Pizza, Beer and CodeWorldwide: Bangalore, Mexico, Buenos Aires, London, Mountain View,…With partners: OpenSocial hackathons with MySpace, Hi5,SixApart, …Hackathon in Buenos Aires in May - Mentez contest in Brazil
A two day developer gathering focused on pushing the boundaries of web applications.
May 28-29, 2008San Francisco
Learn more and register at http://code.google.com/events/io
Globant and OpenSocial
Globant worked on Google Checkout: excellent tech work, we became friendsInvolved in OpenSocial Trusted Testers: created cool appsCreated an OpenSocial practice: build apps and containers for social sites
Questions