v4 ypo january 2013 (santa barbara)
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Marketing in Today’s Open & Social World
Mark Suster
YPO – January 2013
@msuster
Ex software developer (‘91)
BuildOnline (’99)
Koral / Salesforce.com (’05)
VC at GRP Partners (‘07)
Both Sides Of The Table
The Marketing Landscape Changes Very Quickly These Days.
Offline
• TV• Print• Radio
Pre Web
Online
• Display• Email• SEO• SEM
95 - 2007
Social
• FB Ads• FB Likes• Twitter• FB Timeline
08 - Now
Mobile, Video, Images
• Pre-roll• Overlays• Brand Integration• CPI
10 - Now
Who Knows?
Future
What IS Clear Pace of change will accelerate
All marketing is becoming digital or being supported by digital measurement
You need to be metrics driven & test a lot
You need to monitor emerging trends & experiment (saying it’s for the younger generation is no longer an excuse)
A Quick Primer on Social Networks
In the 80’s there were already “social networks” but they weren’t open.
In the 90’s AOL bridged the gap between pre-Internet & Internet with a Walled Garden
Web 1.0 made it easier to have personal pages on “the web” (e.g. not AOL). But publishing was one way
Web 2.0 was born: 2-way communications and easier to publish multimedia
Blogging Photos Video
Facebook won the war for broad-based social networking in 2008 & has since gone mainstream.
Twitter is really a totally different paradigm. Twitter makes things
“open” Asymmetric Public Limited characters;
thus Link-sharing
platform
Twitter is a much more pervasive business tool than people comprehend
Marketing channel News reader Instant messaging Data mine Customer service
Dept
And we all know that social is going mobile
All of the major networks are battling for primacy of your time.
Open, Media Centric
Business Networking
Broad Based Networks
Wants to be your “second screen” TV
Our unique online persona / next generation email address
Digital resume Industry
networking Sales & marketing
tool
Your portal to the web
Communications, entertainment
Longer-term: payments
Quick View of the Future
1. We’re going from a Social Graph to an Interest Graph.
Who You Know What You Like
2. From Closed to Open DataTimeline Your Friends See
“Open Graph” & Tweets That Anybody Can See
3. From Web to MobileWeb Browsers Mobile Apps
Location aware Personal device Bottom end of sales funnel Smaller form factor
4. From Text to Images to Video
Yesterday - Texting
Tomorrow - Video
Today – Image Sharing
What will this all mean:• for you? • for marketing?
The First Version of Online Marketing Was Buying Banner Ads – sold like print as CPMs
Banner
Skyscraper
But People Don’t Pay Attention to the Banners
Banner
Skyscraper
99% of User Attention
Jakob Neilsen eye-tracking has confirmed this:click through rates (CTR) = 0.08%
Next Came “Sponsored Search” – 80+% of All Internet Advertising $
1. Intent-Based Ads
2. Organic Result
Search Term
With any monetizable search term Google becomes a pretty hostile place for users & expensive for
advertisers
1. Intent-Based Ads
2. Organic Results
3. Google Comparis
on Shopping
Monetizable Search
Term
The Power of Google is Precisely That They Drove Such a High Percentage of Most Sites’
Traffic
1999
Banner AdsPlacement
Deals
Direct Traffic75%
15%
10%
2005Banner AdsPlacement
Deals
Direct Traffic
Organic Search
Paid Search
30%
20%
30%
7.5%7.5%
2005Banner AdsPlacement
Deals
Direct Traffic
Organic Search
Paid Search
30%
20%
30%
7.5%7.5%
But Google Became Vulnerable to Social Networking & Why You Need to Pay Attention
to Social
2013Banner AdsPlacement
Deals
Direct Traffic
Organic Search
Paid Search
20%
15%
20%
5%5%
Social +30%
And Then It All Changes Again ;-)• Mobile• Video
Mobile form factor makes ads harder. Plus it’s a phone. Easy to imagine the most effective ad unit.
Tiny Banner Click to Call
In video the ad unit is also pretty obvious: Videos. Although shorter in format than TV
Pre-
Rol
l
Video
Brand integration (aka product placements) is also performing well. Example: Style Hauls
Blair Fowler Elle Fowler
750,000 views
Making Social Media Actionable
Blogging is the foundation. It helps build a direct relationship with your audience. Build “point of
view” marketing
Twitter is where your customers go to amplify word of mouth feedback
“American Airlines #Sucks”
“#EpicFail at BestBuy today. No customer support
“You’ve got to go see #Argo – best film of the year”
The information is not anonymous. You can find out your influencers & conversions and build programs around them.
$94.09direct purchases
$97.09downstreampurchases
2downstreamshares
14downstreamclicks
19clicks
$78.12direct purchases
9clicks
$19.78direct purchases
5clicks
$18.41direct purchases
7clicks
$57.50direct purchases
$331.22downstreampurchases
6downstreamshares
58downstreamclicks
15clicks
$74.21direct purchases
1downstreamshare
7downstreamclicks
11clicks
$65.02direct purchases
7clicks
Twitter can be also be used to drive audience to your blog to grow your influence with your key constituencies
It’s about winning “share of mind”
Blogs can be used to inform customers about your products and drive traffic to your website / products
Your Website
Blogs & Websites improve inbound traffic to your website by giving you more content to be searched
Your Website
Your blog & website can drive traffic to Facebook where you can build “fans” and engage with
customers
Your Website
And of course Your blog, website & Facebook help you add more Twitter followers.
Your Website
Which is how a guy like me with no staff to support him gets
Your Website
86,000 Followers
300,000 - 600,000
Monthly Page Views
90+% of GRP’s
Inbound Traffic
12,600 Fans
And if I Could do it With No Staff, Imagine What Your Company Could Do
Just get over your stereotype that social media is about telling
people what you had for lunch
Marketing in Today’s Open & Social World
Mark Suster
YPO – January 2013
@msuster