Silo'dExperiencesorSocialEntertainment?‘Social'andthePremiumContentExperienceScottBrownDirector,MarketingCiscoMediaSolutionsGroupTwitter:@CiscoEosMonetizingContentinaSocialMediaWorldLessonslearned:12“Social”(byitself)hasloweconomicvalueSocial+BrandedContent=HighValueNew,interactiveaudienceexperiences34LeveragebrandtobringaudiencetoyouThenewbusinessarchitecture:PublishEngageMonetizeRenewTheRisk:LosingYourAudienceThebusinessandexperienceof“Entertainment”mustevolvewithConsumerexpectations73%viewsocialnetworkingas“entertainment”Source:Edelman“TrustinEntertainmentStudy”May2010TheRiseof‘Social'(withyourAudience)Howdoyouusethisphenomenatoaddvaluetoyouraudienceexperience?IfFacebookwereacountry…#3?500+Musers?700Bminutespermonth24hoursuploadedeveryminute4Bimageshosted27MTweets/daySources:Forrester,Facebook,Twitter,Flickr,GoogleTheOpportunity:‘Social'+YourBrand,YourContentCreateadirect-to-consumerrelationship,andnewvehiclesformonetizationSyndicatable,sharablevideoplayerTwitterfeedsMobilecontent…Blogs,activityfeeds…Usergeneratedcontent…Rating,sharing,tagging,etc“Social”increasesengagement,opportunitiestomonetizeandDATAOneExample:ImpactofInteractionsoneCommerceDatafrom60+CiscoEos-poweredsocialentertainmentsites(Dec‘09–July‘10)UniquesRepeatsRegisteredClickeda“Buy”Link12+M2.4M16%516K4%Drivers:109K1%#ofmediaplayspervisitRatedanycontentSharedanycontentCommentedanycontentRepeatvisits#ofpageviewspervisit27%27%15%11%11%9%Drivers:#ofmediaplayspervisit54%#ofpageviewspervisit46%Drivers:Repeatvisits#ofpageviewspervisitContentContent51%49%SocialOneExample,cont.:ThosethatPurchase,TendtobeMoreEngagedEngagementlevelsaregreateramongthosewhohaveinitiatedapurchasethroughasocially-enabledentertainmentsiteClicked“buy”linkContentTotalsitevisitsTotaltimeonsiteTotalno.ofpageviewsTotalno.ofvideoplays%HigherSocialCommentedanycontentRatedanycontentSharedanycontent%Higher149%more194%greater224%more186%more207%more662%more288%more12“Social”(byitself)hasloweconomicvalueSocial+BrandedContent=HighValueNew,interactiveaudienceexperiences34LeveragebrandtobringaudiencetoyouThenewcontentbusinessarchitecture:PublishEngageMonetizeRenew、有时候读
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