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Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Session 3:
Online Advertising.
http://www.flickr.com/photos/26683778@N08/2505206961/sizes/o/
Dave Winer
                                                                                   “Online
                                                                              advertising is
                                                                                now dead.”
http://en.wikipedia.org/wiki/Dave_Winer
http://en.wikipedia.org/wiki/Dave_Winer
http://www.scripting.com/stories/2008/11/13/onlineAdvertisingIsNowDead.html
Assuming
   the economy comes
         back from the
 recession-depression
thing that it's in now,
          we will have
completely moved on
     from advertising.
We need to rethink
  some givens
2000
           emailings
                       banner ads
          Online CPM
sponsorships

        advertising
behavioral ads
                          2008
                         emailings    contextual ads
newsletter marketing                 banner ads
                           video ads
    CPA      sponsorships                       mobile
      social advertising                 CPM
                                                advertorials
           search engine                influence marketing
free marketing                             location based ads
                  CPC
    viral marketing                         in-game ads
 affiliate marketing                      reactive advertising
“No one needs advertising,
and there are much better
  ways to sell products.”
“And that’s why it is no
longer a business of solely
     media buying.”
Tina Turner was right:
   simply the best
Making
Traditional Online
   Advertising
  more relevant.
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What Copybox basically does is that it
enables copywriters and creative directors,
people that are not very tech savvy in
general, to squeeze out everything that the
Internet offers in terms of technology and
data smartness.
Free Advertising
Digital Natives - Online Advertising ( 3 )
The self-igniting
  community.
The self-igniting
  community.
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Online Video
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
“This is a game changer.
This takes us from a world of 'no'
   to a world of 'yes,' where the
 audience gets to curate content,
   express and share it as they
 choose, while copyright holders
are not only respected, they get to
          make money.”
     Jeff Berman, Myspace’s president of sales and marketing
Viral Video Marketing.
“We will implement
 a viral marketing
     strategy.”
Digital Natives - Online Advertising ( 3 )
1.Would you share the video with friends?
2.Viral success depends in great part
  on how well it's seeded.
3.Be transparent!
4.Keep it almost real.
5.Subtly reveal your brand link.
6.Move beyond the view.
399$
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Don’t Mess with
    Moms.
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
#motrinmom
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
1.You need to monitor your brand on social
  networking sites.
2.Design your website for rapid response.
3.Learn to think as a blogger, tweeter or
  citizen journalist.
4.Have a good Google strategy in place.
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Don’t push it,
   peer it!
Social Influence has
always been around
Classic and new influentials
        classic influentials                   new influentials
passive influencers by responding to   active influencers by proactively
         requests for advice                     giving advice




 good for purchase intent and the      good for brand awareness and
         actual purchase                       brand affinity
Classic and new influentials


               Mainly males, aged 15 to
                 25 are most likely to
               exert influence on others.
Marketers must set their goals,
then reach out to the influentials
   who can help them achieve
          those goals.
“Facebook, a ready-made
Marketing platform, offers a vast
 toolset (with challenges) but
  brands must first develop a
           strategy.”
      Jeremiah Owyang, Forrester Research
Why Facebook is a ready-made platform
  1.3 million users in Belgium
  it is still growing
  people are there to talk, share, do things with friends
  they trust
  enormous amount of personal data
  the newsfeed principle makes it the basis for influence
  there are are lots of branding possibilities like fan and
  brand pages, groups
“Prepare for the
   distributed web,
understand OpenSocial
and the aggregation of
    Social Graph”
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
1 Social Ads
Digital Natives - Online Advertising ( 3 )
click often better than regular ads
are sold on a CPC basis
are targeted
are highly manageable
show relevant activities from friends
are able to be part of the conversation
have limited editing capabilities
are not that good positioned on the page
Homepage ad units:
       video ads
      virtual gifts
    sponsored events
   advertise your page

      Profile ads
(non-)targeted regular ads
Digital Natives - Online Advertising ( 3 )
1. Target carefully and opt for pay-per-click
Digital Natives - Online Advertising ( 3 )
2. Get to the point, focus on the
       consumer benefit.
Digital Natives - Online Advertising ( 3 )
3. Ad a photo. Use a thumbnail that’s
 visually compelling. Not your logo.
Digital Natives - Online Advertising ( 3 )
4. Provide a compelling reason to click.
    Make an offer they can’t refuse.
Digital Natives - Online Advertising ( 3 )
5. Encourage sharing. You’re on a
         social network!
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
2 Apps
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Missed Opportunities...
  no direct push to the news feed from interactions
  putting it on the profile is rather hidden
  application box on profile page is not too obvious
  it does not appear in the ‘requests’ page
  only works as a realtime game
  too complex for a simple game
  ...
The Pareto principle states that,
for many events, roughly 80% of the
effects come from 20% of the causes.
This is even more true
with applications:
1% apps > 74% usage
20% apps > 98% usage
Why you shouldn’t                                Why you should
There are no branded apps at the top.          Experience with your brand is higher compared
                                               to traditional or TV ads. Users become fans.

New Facebook design & decreased visibility => Apps offer better opportunities for brand
challenging to launch a successful application. alignment and integration.

Facebook apps are not for all brands.          App usage is a better signal for intent than
                                               profile data.

In a social platform environment brand         The NewsFeed allows viral effects.
evangelists are more important than apps.
Digital Natives - Online Advertising ( 3 )
3 Pages & Groups
Facebook offers many ways to
  get the word out and enable
engagement with your brand in
more compelling ways than were
ever before possible on the web.
Digital Natives - Online Advertising ( 3 )
Groups are oldest and
simplest way to build
community around
SEO advantage: site +
your brand or
company on Facebook.
-

First and foremost, Facebook removes
your ability to blast messages to your
group once it surpasses a certain size.
if your group becomes popular, it can become a target for spammers. If you
want to keep your group clean, be prepared to spend time deleting spam wall posts
and reporting users that spam your group to Facebook.
Groups                   Pages
       Visibility   Only Facebook users           Public
    Accessibility   Admin determined        Any Facebook user
   Searchability      Only in Facebook              Yes
           Buzz             Good                  Better
        Inviting     Any Facebook user    Only sharing, no invites
Discussion/Wall              Yes                    Yes
    Video/photo              Yes                    Yes
         Layout           Limited              HTML & Flash
E-mail members        Limited to 5000         Unlimited Fans
Events & invites             Yes                    Yes
      Social ads             Yes                    Yes
           Stats             No                     Yes
Facebook Events is a free application developed by Facebook that anyone can use to
     promote marketing events, sponsored parties, or even product launches, transactions,
     or company milestones.


   You can invite all of your
   friends to the event; friends you invite will receive a special notification
   requesting their RSVP.



Facebook Events makes it easy to get the word out to hundreds of people, manage
your guest list, and build community around your upcoming event.



  Events API

  In an effort to allow applications to more tightly integrate with the Facebook Events system,
  Facebook launched new APIs that allow applications to create and manage Facebook Events
  from within the application in August 2008. Application users can RSVP to events, which will
  result in News Feed stories being published and give the user an opportunity to invite friends.


  SEO ready
Facebook Share is a Facebook application that lets you promote any Group, Event,
Photo, Link, or Application you come across by a) giving it real estate in your “Posted
Items” list on your profile page, or b) sending it directly to your friends’ Inbox.
In May 2008, Facebook launched a feature specifically designed to make it easier to
share content from around the web, called Feed Importing. Users just enter their
credentials for their accounts at supported partner sites and your content will appear
in your Mini Feed (and your friends’ News Feeds).
While all the channels I’ve described above are useful for grassroots marketing on
Facebook, the wind that blows your marketing seeds is Facebook’s News Feed.




 While you’re not able to publish directly to the feeds (unless you’re willing to pay or
 build an application), Facebook’s Mini Feed and News Feed archive your users’
 engagement with your brand and syndicate it to their friends, networks, and beyond,
 amplifying the reach of your campaign by orders of magnitude.
I’ve just created a page, how do I promote it?
1. Share/Post your page on your Facebook profile. This will convert
   more friends and profile visitors.
2. Make sure to build your network by inviting as many relevant
   people as possible.
3. Create Events within your page. When fans RSVP, their friends will
   see the news in their News Feeds.
4. Use Facebook’s search function to post messages in related groups.
   Or talk to the administrators.
5. Email the Page URL to your mailing lists and invite contacts to
   become Facebook “Fans” of your page.
6. Keep the Page alive by regularly adding pics, vids, links, ...
7. Buy targeted Social Ads to promote your page.
8. Encourage members to post items regularly
9. Message your Page members regularly
4 Facebook Connect
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Digital Natives - Online Advertising ( 3 )
Facebook Connect is the next evolution of Facebook
Platform - enabling you to integrate the power of the
       Facebook Platform into your own site.
Missed opportunities...
  show a personalized set of restaurants, movies, ...
  based on the profile data
  notify when a friend posts a new review
  ‘show only Facebook Friend reviews’ as filter
  put reviews by friends on top of search results
  put relevant friends’ reviews as a permanent widget
  on each page
  allow sharing of reviews with your friends, even
  using the Facebook Inbox or SMS capabilities
  invite friends to the website using Facebook Invites
It’s just like Google Marketing after all



    SEO                      NFO
    SEA                      NFA
Radically reduce
  advertising
... in broadcast media.
Relevance
Advertising should fit the consumer’s
profile.
Viral
is the effect, not the cause.
Social Influence Marketing
Should be an essential part of your
overall online marketing plan.
Digital Natives - Online Advertising ( 3 )
http://proximity.bbdo.be/digitalnatives


http://adnerds.be


http://www.friendfeed.com/bartmuskala


http://www.friendfeed.com/jalgo

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Digital Natives - Online Advertising ( 3 )

  • 7. Dave Winer “Online advertising is now dead.” http://en.wikipedia.org/wiki/Dave_Winer http://en.wikipedia.org/wiki/Dave_Winer http://www.scripting.com/stories/2008/11/13/onlineAdvertisingIsNowDead.html
  • 8. Assuming the economy comes back from the recession-depression thing that it's in now, we will have completely moved on from advertising.
  • 9. We need to rethink some givens
  • 10. 2000 emailings banner ads Online CPM sponsorships advertising
  • 11. behavioral ads 2008 emailings contextual ads newsletter marketing banner ads video ads CPA sponsorships mobile social advertising CPM advertorials search engine influence marketing free marketing location based ads CPC viral marketing in-game ads affiliate marketing reactive advertising
  • 12. “No one needs advertising, and there are much better ways to sell products.”
  • 13. “And that’s why it is no longer a business of solely media buying.”
  • 14. Tina Turner was right: simply the best
  • 15. Making Traditional Online Advertising more relevant.
  • 16. Off to Walibi this weekend? Order your tickets fast and easy on Ticket2Fun! www.ticket2fun.be
  • 17. Going to Walibi this weekend? Order your tickets fast and easy on Ticket2Fun! www.ticket2fun.be Want to go cheaper to Walibi? Order your tickets now for the weekend and get a 10% rebate! www.ticket2fun.be/ A 20% rebate for your Walibi visit? Order your tickets now and receive a 20% rebate! www.ticket2fun.be/
  • 18. What Copybox basically does is that it enables copywriters and creative directors, people that are not very tech savvy in general, to squeeze out everything that the Internet offers in terms of technology and data smartness.
  • 21. The self-igniting community.
  • 22. The self-igniting community.
  • 41. “This is a game changer. This takes us from a world of 'no' to a world of 'yes,' where the audience gets to curate content, express and share it as they choose, while copyright holders are not only respected, they get to make money.” Jeff Berman, Myspace’s president of sales and marketing
  • 43. “We will implement a viral marketing strategy.”
  • 45. 1.Would you share the video with friends? 2.Viral success depends in great part on how well it's seeded. 3.Be transparent! 4.Keep it almost real. 5.Subtly reveal your brand link. 6.Move beyond the view.
  • 46. 399$
  • 67. 1.You need to monitor your brand on social networking sites. 2.Design your website for rapid response. 3.Learn to think as a blogger, tweeter or citizen journalist. 4.Have a good Google strategy in place.
  • 73. Don’t push it, peer it!
  • 75. Classic and new influentials classic influentials new influentials passive influencers by responding to active influencers by proactively requests for advice giving advice good for purchase intent and the good for brand awareness and actual purchase brand affinity
  • 76. Classic and new influentials Mainly males, aged 15 to 25 are most likely to exert influence on others.
  • 77. Marketers must set their goals, then reach out to the influentials who can help them achieve those goals.
  • 78. “Facebook, a ready-made Marketing platform, offers a vast toolset (with challenges) but brands must first develop a strategy.” Jeremiah Owyang, Forrester Research
  • 79. Why Facebook is a ready-made platform 1.3 million users in Belgium it is still growing people are there to talk, share, do things with friends they trust enormous amount of personal data the newsfeed principle makes it the basis for influence there are are lots of branding possibilities like fan and brand pages, groups
  • 80. “Prepare for the distributed web, understand OpenSocial and the aggregation of Social Graph”
  • 87. click often better than regular ads are sold on a CPC basis are targeted are highly manageable show relevant activities from friends are able to be part of the conversation have limited editing capabilities are not that good positioned on the page
  • 88. Homepage ad units: video ads virtual gifts sponsored events advertise your page Profile ads (non-)targeted regular ads
  • 90. 1. Target carefully and opt for pay-per-click
  • 92. 2. Get to the point, focus on the consumer benefit.
  • 94. 3. Ad a photo. Use a thumbnail that’s visually compelling. Not your logo.
  • 96. 4. Provide a compelling reason to click. Make an offer they can’t refuse.
  • 98. 5. Encourage sharing. You’re on a social network!
  • 101. 2 Apps
  • 115. Missed Opportunities... no direct push to the news feed from interactions putting it on the profile is rather hidden application box on profile page is not too obvious it does not appear in the ‘requests’ page only works as a realtime game too complex for a simple game ...
  • 116. The Pareto principle states that, for many events, roughly 80% of the effects come from 20% of the causes.
  • 117. This is even more true with applications: 1% apps > 74% usage 20% apps > 98% usage
  • 118. Why you shouldn’t Why you should There are no branded apps at the top. Experience with your brand is higher compared to traditional or TV ads. Users become fans. New Facebook design & decreased visibility => Apps offer better opportunities for brand challenging to launch a successful application. alignment and integration. Facebook apps are not for all brands. App usage is a better signal for intent than profile data. In a social platform environment brand The NewsFeed allows viral effects. evangelists are more important than apps.
  • 120. 3 Pages & Groups
  • 121. Facebook offers many ways to get the word out and enable engagement with your brand in more compelling ways than were ever before possible on the web.
  • 123. Groups are oldest and simplest way to build community around SEO advantage: site + your brand or company on Facebook.
  • 124. - First and foremost, Facebook removes your ability to blast messages to your group once it surpasses a certain size. if your group becomes popular, it can become a target for spammers. If you want to keep your group clean, be prepared to spend time deleting spam wall posts and reporting users that spam your group to Facebook.
  • 125. Groups Pages Visibility Only Facebook users Public Accessibility Admin determined Any Facebook user Searchability Only in Facebook Yes Buzz Good Better Inviting Any Facebook user Only sharing, no invites Discussion/Wall Yes Yes Video/photo Yes Yes Layout Limited HTML & Flash E-mail members Limited to 5000 Unlimited Fans Events & invites Yes Yes Social ads Yes Yes Stats No Yes
  • 126. Facebook Events is a free application developed by Facebook that anyone can use to promote marketing events, sponsored parties, or even product launches, transactions, or company milestones. You can invite all of your friends to the event; friends you invite will receive a special notification requesting their RSVP. Facebook Events makes it easy to get the word out to hundreds of people, manage your guest list, and build community around your upcoming event. Events API In an effort to allow applications to more tightly integrate with the Facebook Events system, Facebook launched new APIs that allow applications to create and manage Facebook Events from within the application in August 2008. Application users can RSVP to events, which will result in News Feed stories being published and give the user an opportunity to invite friends. SEO ready
  • 127. Facebook Share is a Facebook application that lets you promote any Group, Event, Photo, Link, or Application you come across by a) giving it real estate in your “Posted Items” list on your profile page, or b) sending it directly to your friends’ Inbox.
  • 128. In May 2008, Facebook launched a feature specifically designed to make it easier to share content from around the web, called Feed Importing. Users just enter their credentials for their accounts at supported partner sites and your content will appear in your Mini Feed (and your friends’ News Feeds).
  • 129. While all the channels I’ve described above are useful for grassroots marketing on Facebook, the wind that blows your marketing seeds is Facebook’s News Feed. While you’re not able to publish directly to the feeds (unless you’re willing to pay or build an application), Facebook’s Mini Feed and News Feed archive your users’ engagement with your brand and syndicate it to their friends, networks, and beyond, amplifying the reach of your campaign by orders of magnitude.
  • 130. I’ve just created a page, how do I promote it? 1. Share/Post your page on your Facebook profile. This will convert more friends and profile visitors. 2. Make sure to build your network by inviting as many relevant people as possible. 3. Create Events within your page. When fans RSVP, their friends will see the news in their News Feeds. 4. Use Facebook’s search function to post messages in related groups. Or talk to the administrators. 5. Email the Page URL to your mailing lists and invite contacts to become Facebook “Fans” of your page. 6. Keep the Page alive by regularly adding pics, vids, links, ... 7. Buy targeted Social Ads to promote your page. 8. Encourage members to post items regularly 9. Message your Page members regularly
  • 143. Facebook Connect is the next evolution of Facebook Platform - enabling you to integrate the power of the Facebook Platform into your own site.
  • 144. Missed opportunities... show a personalized set of restaurants, movies, ... based on the profile data notify when a friend posts a new review ‘show only Facebook Friend reviews’ as filter put reviews by friends on top of search results put relevant friends’ reviews as a permanent widget on each page allow sharing of reviews with your friends, even using the Facebook Inbox or SMS capabilities invite friends to the website using Facebook Invites
  • 145. It’s just like Google Marketing after all SEO NFO SEA NFA
  • 146. Radically reduce advertising
  • 147. ... in broadcast media. Relevance Advertising should fit the consumer’s profile. Viral is the effect, not the cause. Social Influence Marketing Should be an essential part of your overall online marketing plan.