全球最新網(wǎng)絡(luò)公司市場(chǎng)分析SocialandthePr

1、Silod Experiences or Social Entertainment?Social and the Premium Content ExperienceScott BrownDirector, MarketingCisco Media Solutions GroupTwitter: CiscoEosThe new business architecture: 4Monetizing Content in a Social Media World1“Social” (by itself) has low economic valueLessons learned:Publish E

2、ngage Monetize RenewSocial + Branded Content = High Value New, interactive audience experiences2Leverage brand to bring audience to you32The Risk: Losing Your AudienceThe business and experience of “Entertainment” must evolve with Consumer expectationsSource: Edelman “Trust in Entertainment Study” M

3、ay 2010view social networking as “entertainment”73%3The Rise of Social (with your Audience)How do you use this phenomena to add value to your audience experience?Sources: Forrester, Facebook, Twitter, Flickr, Google If Facebook were a country24 hours uploaded every minute4 B images hosted27 M Tweets

4、 / day#3500+ M users700 B minutes per month4The Opportunity: Social + Your Brand, Your ContentCreate a direct-to-consumer relationship, and new vehicles for monetization“Social” increases engagement, opportunities to monetize and DATA Blogs, activity feeds User generated content Rating, sharing, tag

5、ging, etcSyndicatable, sharable video playerTwitter feedsMobile content5516K4%109K1%12+ M2.4 M16%One Example:Impact of Interactions on eCommerceData from 60+ Cisco Eos-powered social entertainment sites (Dec 09 July 10)Drivers:# of media plays per visit 54%# of page views per visit46%ContentDrivers:

6、# of media plays per visit27%Rated any content27%Shared any content15%Commented any content11%Repeat visits11%# of page views per visit 9%Drivers:Repeat visits51%# of page views per visit49%RepeatsRegistered Clicked a “Buy” Link UniquesContentSocial6One Example, cont.: Those that Purchase, Tend to b

7、e More EngagedEngagement levels are greater among those who have initiated a purchase through a socially-enabled entertainment siteContent% HigherTotal site visits149% moreTotal time on site194% greaterTotal no. of page views224% moreTotal no. of video plays186% moreSocial % HigherCommented any content207% moreRated any content662% moreShared any content288% moreClicked “buy” link7The new content business architecture: 41“Social” (by itself) has low economic valuePublish Engage Monetize Ren