全球最新网络公司市场分析Social’andthePr

Silo’dExperiencesorSocialEntertainment?‘Social’andthePremiumContentExperienceScottBrownDirector,MarketingCiscoMediaSolutionsGroupTwitter:@CiscoEosThenewbusinessarchitecture:4MonetizingContentinaSocialMediaWorld1“Social”(byitself)hasloweconomicvalueLessonslearned:PublishEngageMonetizeRenewSocial+BrandedContent=HighValueNew,interactiveaudienceexperiences2Leveragebrandtobringaudiencetoyou3TheRisk:LosingYourAudienceThebusinessandexperienceof“Entertainment”mustevolvewithConsumerexpectationsSource:Edelman“TrustinEntertainmentStudy”May2010=247viewsocialnetworkingas“entertainment”73%TheRiseof‘Social’(withyourAudience)Howdoyouusethisphenomenatoaddvaluetoyouraudienceexperience?Sources:Forrester,Facebook,Twitter,Flickr,GoogleIfFacebookwereacountry…24hoursuploadedeveryminute4Bimageshosted27MTweets/day#3500+Musers700BminutespermonthTheOpportunity:‘Social’+YourBrand,YourContentCreateadirect-to-consumerrelationship,andnewvehiclesformonetization“Social”increasesengagement,opportunitiestomonetizeandDATA…Blogs,activityfeeds…Usergeneratedcontent…Rating,sharing,tagging,etcSyndicatable,sharablevideoplayerTwitterfeedsMobilecontent516K4%109K1%12+M2.4M16%OneExample:ImpactofInteractionsoneCommerceDatafrom60+CiscoEos-poweredsocialentertainmentsites(Dec‘09–July‘10)Drivers:#ofmediaplayspervisit54%#ofpageviewspervisit46%ContentDrivers:#ofmediaplayspervisit27%Ratedanycontent27%Sharedanycontent15%Commentedanycontent11%Repeatvisits11%#ofpageviewspervisit9%Drivers:Repeatvisits51%#ofpageviewspervisit49%RepeatsRegisteredClickeda“Buy”LinkUniquesContentSocialOneExample,cont.:ThosethatPurchase,TendtobeMoreEngagedEngagementlevelsaregreateramongthosewhohaveinitiatedapurchasethroughasocially-enabledentertainmentsiteContent%HigherTotalsitevisits149%moreTotaltimeonsite194%greaterTotalno.ofpageviews224%moreTotalno.ofvideoplays186%moreSocial%HigherCommentedanycontent207%moreRatedanycontent662%moreSharedanycontent288%moreClicked“buy”linkThenewcontentbusinessarchitecture:41“Social”(byitself)hasloweconomicvaluePublishEngageMonetizeRenewSocial+BrandedContent=HighValueNew,interactiveaudienceexperiences2Leveragebrandtobringaudiencetoyou3