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1March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Marketing onInternational Social Networks
Presented by David JonesVP Global Marketing
March 2009
2March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Today, Friendster is…
� Top 20 global website - of any kind - based on traffic*
� #1 social network in Asia
� A leader in user engagement of all top social networks*
� A massive community
� 100 million registered users
� 65 million monthly unique visitors
Source: comScore Media Metrix, Worldwide Data December 2008
3March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Social Networks – Connecting Individuals
Meet New FriendsMeet New Friends
Share and Communicate Share and Communicate with Current Friendswith Current Friends
DatingDating
Share & Communicate Share & Communicate with Familywith Family
EntertainmentEntertainment
Self ExpressionSelf Expression
4March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Percent Overlap – Worldwide Monthly Unique Visitors – September 2008 Percent Overlap – Worldwide Monthly Unique Visitors – September 2008
SNSSNS
FriendsterFriendster
FriendsterFriendster
––
Source: comScore Media Metrix, September 2008
Important because:
� Less overlap means less competition
� ~75% of Friendster user base is completely incremental to other SNSs
� Good for Advertiser, Partner, Developer, and Fan Profile value propositions
SNS User Bases Generally Don’t Overlap
FacebookFacebook
26%26%
MySpaceMySpace
16%16%
Hi5Hi5
10%10%
OrkutOrkut
1%1%
BeboBebo
3%3%
FacebookFacebook 6%6%
MySpaceMySpace 5%5%
Hi5Hi5 6%6%
OrkutOrkut
BeboBebo
1%1%
4%4%
––
35%35%
29%29%
13%13%
49%49%
29%29%
––
16%16%
6%6%
40%40%
11%11% 4%4% 7%7%
8%8% 2%2% 8%8%
–– 8%8% 3%3%
11%11%
7%7%
––
2%2%
1%1%
––
5March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
CyWorld and Friendster have Highest User Engagement in Asia Pacific
User Engagement in Asia Pacific – Minutes Per Month Per Visitor
Source: comScore Media Metrix, worldwide data, October 2008
634
45
117
43
94
97
119
123
133
178210
222
0 30 60 90 120 150 180 210 240
Avg. Minutes / Visitor / Month
Amazon
eBay
YouTube
51
Hi5
Myspace
Xiaonei
Mixi
Orkut
Friendster
CyWorld
And, top social
networking sites like
Friendster are relatively
addictive compared to
other top global
websites.
6March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Social Networking is Going Mobile,and the Top Web Social Networks
Have the Advantage
7March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Advantages of Top Social Networks
� Massive user bases
� Existing rich profiles
� Established friend networks
� Unparalleled, low-cost marketing and distribution to users to drive adoption of new features, like mobile
Source: comScore Media Metrix, Worldwide Data December 2008
8March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Users can also:
� Browse user profiles
� Browse Fan Profiles
� Upload Photos
� Post and Approve Comments
� Choose a language setting
� Search for users by name or email
� View birthdays
� Read horoscopes
� Post bulletins
� And new users can register right from their phone!
Users can also:
� Browse user profiles
� Browse Fan Profiles
� Upload Photos
� Post and Approve Comments
� Choose a language setting
� Search for users by name or email
� View birthdays
� Read horoscopes
� Post bulletins
� And new users can register right from their phone!
9March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Friendster Mobile Site – Details
� Free for users – ad supported
� Users just need an Internet-ready mobile phone
� Available globally
� Now available in English and several Asian Languages
� Launched Summer 2008
� >1.5 billion mobile page views monthly
10March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Top 10 Mobile Sites For Select Asian Countries
N.A.164 PVs104 PVs111 PVs111 PVs278 PVs358 PVs
1. kong
2. baidu
3. google
4. sina
5. qq
6. hao123
7. xiaonei
8. paojiao
9. ruanj
10.3g
1. hi5
2. google
3. gamejump
4. live
5. manager
6. my.opera
7. pantip
8. livescore
9. youtube
10.bloggang
1. google
2. dantri
3. vnexpress
4. my.opera
5. yahoo
6. gamejump
7. vietnamnet
8. truyenviet
9. thegioididong
10.tuoitre
1. google
2. facebook
3. youtube
4. wikipedia
5. yahoo
6. friendster
7. live
8. my.opera
9. cnn
10.gamejump
1. google
2. friendster
3. yahoo
4. gamejump
5. facebook
6. myspace
7. youtube
8. my.opera
9. wikipedia
10.utusan
1. friendster
2. google
3. yahoo
4. youtube
5. wikipedia
6. my.opera
7. gamejump
8. symbianize
9. multiply
10.pinoywap
1. friendster
2. google
3. gamejump
4. facebook
5. yahoo
6. waptrick
7. peperonity
8. wikipedia
9. getjar
10.gratisindo
ChinaThailandVietnamSingaporeMalaysiaPhilippinesIndonesia
“Friendster is the premier social-networking site in the region… In our August
report, we showed that Friendster alone contributed to more than 50% of the
monthly data usage in Indonesia.” ─ Opera State of the Mobile Web, Oct. 2008
“Friendster is the premier social-networking site in the region… In our August
report, we showed that Friendster alone contributed to more than 50% of the
monthly data usage in Indonesia.” ─ Opera State of the Mobile Web, Oct. 2008
Global average is 242 page views per user
Source: Opera, State of the Mobile Web, October 2008 – 21 million Opera Mini users
11March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Ad Requests by Geography – AdMob Mobile Ad Network
On AdMob:
� Friendster is the #1 Social Network in 3 of the top 10 markets where AdMob serves ads
� Indonesia alone accounts for 23.9% of all ad requests on AdMob and is the fastest growing mobile advertising market globally
On AdMob:
� Friendster is the #1 Social Network in 3 of the top 10 markets where AdMob serves ads
� Indonesia alone accounts for 23.9% of all ad requests on AdMob and is the fastest growing mobile advertising market globally
Source: admob October 2008
12March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
2nd Offering – Friendster Text Alerts
Receive text message alerts for:
� Friend Requests
� Messages
� Comments
� Bulletins
You can text Friendster to:
� Update your Shoutout
� Post a Bulletin
� Send a Friend Request
� Send a Message
Receive text message alerts for:
� Friend Requests
� Messages
� Comments
� Bulletins
You can text Friendster to:
� Update your Shoutout
� Post a Bulletin
� Send a Friend Request
� Send a Message
Launched in Malaysia,Singapore, Indonesia and the Philippines!
13March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
3rd Offering – Send Money to Another User
What is GCASH?
� Turns your mobile device into a virtual wallet
� Allows you to:
� Send money remittance
� Pay bills
� Pay for products and services
� And more!
What is GCASH?
� Turns your mobile device into a virtual wallet
� Allows you to:
� Send money remittance
� Pay bills
� Pay for products and services
� And more!
Globe and TM mobile subscribers can now send money to each other on Friendster with GCASH (by Globe Telecom)
■ Globe Telecom is 2nd largest telco in the Philippines with over 30 million
subscribers
■ Friendster is the largest SNS in the Philippines with over 13 million unique
users visiting each month (>90% the Internet population)
14March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Social Networks are Media Platforms
15March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Social Networks are Media Platforms
The Value: For Entities and Organizations
New global distribution channels which give them:
� A direct relationship with fans
� Leverage over social connections and communication (viral growth)
� Access to audience sizes unmatched by traditional media
The Value: For Entities and Organizations
New global distribution channels which give them:
� A direct relationship with fans
� Leverage over social connections and communication (viral growth)
� Access to audience sizes unmatched by traditional media
The Value: For Users of Social Networks
Instantaneous access to new and exclusive artists and content which:
� Are a form of self expression
� May not be available elsewhere
� Forge micro communities within the larger community (fan clubs)
The Value: For Users of Social Networks
Instantaneous access to new and exclusive artists and content which:
� Are a form of self expression
� May not be available elsewhere
� Forge micro communities within the larger community (fan clubs)
16March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Top Fan Profiles Globally
1. MTV (TV Show) US, 280K fans
2. MYX (TV Show) PH, 278K fans
3. My Chemical Romance (Band) US, 249K fans
4. Havaianas (Fashion) PH, 247K fans
5. Gerald Anderson (Actor) PH, 221K fans
6. Fall Out Boy (Band) US, 220K fans
7. Maja Salvador (Fan Club) PH, 211K fans
8. Angel Locsin (Actress) PH, 202K fans
9. Karen Kong (Singer) MY,176K fans
10. Toni Gonzaga (Actress) PH, 170K fans
17March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Today:
> 50 million total fan connections on Friendster
> 100,000 new fan connections a day (net, not gross)
> Half of active users have become a fan of at least one Fan Profile
Remember:
● With a minority overlap between social networks,.. artists, celebrities, organizations need to have a presence on all of the top social networks
● Brands want to be part of, or at least involved with or associated with, the Entertainment content and excitement of Fan Profiles
Fan Profiles – Results to Date
18March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Opportunities for Brandsto Participate in Social NetworksThanks to Developer Programs
19March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Friendster – Another First!
Friendster is the first major social site that has deployed both the OpenSocial APIs and the FacebookPlatform.
Giving Developers a Choice of Platform for Integration
December 2007 August 2008 October 2008
2nd social network to
launch a robust
developer program
2nd social network to
launch a robust
developer program
“Friendster Supports
Applications From
Facebook Developer
Community”
“Friendster Supports
Applications From
Facebook Developer
Community”
20March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Friendster Developer Program – Success To Date
�2,000 Apps Live
�Over 75% of active users currently have at least 1 app installed
�Typical user has 4 apps
�2,000 Apps Live
�Over 75% of active users currently have at least 1 app installed
�Typical user has 4 apps
21March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Friendster Developer Program – How It’s Better
1. Give developers a choice of platform for integration (Friendster, OpenSocial, FB Open)
2. Open Revenue Model
● It is free and any monetization model
● Ads are allowed anywhere in your app – unlike some other social networks
● Can monetize profile page views
3. Only way to reach the most unique visitors in Asiaon a single social network
22March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Rexona/Unilever (Malaysia)
Rexona launched the first brand-specific sponsored application on Friendster!
From the Rexona Profile users can:� Become a Fan of Rexona
� Add the “Teen Room” App to their profile page
� Participate in Rexona sponsored contest
� Earn points to buy goods for their “Teen Room”
Results:Tens of thousands of Friendster users in Malaysia
and throughout Asia added the Rexona Teen
Room app to their profile, “became a fan of
Rexona,” and participated in the contest!
friendster.com/rexteen
23March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Social Networks are Becoming the New Portals
24March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Social Networks are the New Portals
Integrating portal services – Instant Messaging (IM) and email, personalized start
page with non-user generated content, and video – generate stickiness and even
greater engagement from users.
Easier to add “portal
services” to an
existing social network than building a social network
Share of Time OnlineShare of Time Online
Content – 47%
Search – 5%
Commerce –15%
Communications – 33%
Social Networks are adding:
� Most have video channels and content
� IM and group chat features
� Messaging on SNSs is localized form of email
� “Start Pages” for non-user generated content like News, Weather and Sports
25March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Advertising is Evolvingon Social Networks
26March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Planning a Social Network Campaign
• Marketers must begin with the premise that users of social networks think differently. Users today value:
• Self expression
• Discovery
• Connections
• Opportunities to relate tend to require marketers putting something out there for users to engage with
• This generation values revealing information online compared to older generation that is fearful of revelation
27March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Best Practices When Planning a SNS Ad Campaign
• From the start – think differently; think custom
• Focus on the community – not the individual
• Incorporate standard ad media purchases to complement custom elements to maximize engagement
• Have creative assets that entice users and foster conversation
• Appoint someone to participate in your community
• Put in place features that leverage sharing of information, and reward them for spreading the word
28March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Sample Advertisers in 2008 – Nike, Sony, Levi’s, HP
29March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Dasani: Viral Custom Promotions – Users Pick a Profile Page Skin
30March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
“Dasani began promoting its new
line of flavored waters on Friendster……smart companies are getting serious about using the power of social networking to leverage
their brands..”
Objective: Dasani water (from Coke) introduced new
flavors and they wanted to build awareness
and educate consumers on the Dasani
Fruitology concept.
Product Offered:
• Custom Page with Quiz and Downloadable
Skins
• Standard Media including promo banners
driving traffic to custom page.
• Homepage News Alerts and Newsletter
Dasani Fruitology
Dasani: Viral Custom Promotions – Results
Results:
• Splash page viewed over 2MM times.
• The custom skins viewed on Friendster profile pages over 10MM times per month
• Over 1.5MM Dasani skins added on Friendster to date and growing daily!
31March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Clinique: Leverage Profiles to Foster and Create Interaction
� Online surveys
� Online polling
� Feedback on
products in
Comments
� Sign-up for free
offers
� Referral program
� Rewards for
participating in
the above
32March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Regional Campaign – iTalentstar in South East Asia
iTALENTSTAR is Asia’s first online talent contest launched in conjunction with Nokia on Friendster!
Included local participants from
� Singapore
� Malaysia
� Indonesia
� The Philippines
Results:
� Attracted over 900K unique visitors
� Recruited over 8.5K contestants to participate
� Drove over 65K registered voters online, who collectively, helped
determine the final outcome
friendster.com/italentstar
33March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Nestle NesCafe (Philippines)
NesCafe 3-in-1 harnessed Friendster user’s desire for self-expression via creating an avatar!
From the NesCafe Profile, users can:� Become a Fan of NesCafe
� Create a NesCafe “Alien Avatar”
� Add the “Alien Avatar” to their page
� Share the Avatar with their friends
friendster.com/nescafe3in1Results:■ Tens of thousands of Friendster users in the Philippines
participated and created Alien Avatars
■ One user even built up a community of 1,600 friends for her
Alien Avatar!
■ Won IMMAP Boomerang Marketing Award in the Philippines
34March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Recap of Case Studies: Engaging With Users
• Develop your community with a plan (Dasani)
• Foster and inspire interaction (Clinique)
• Invite users to try your offers (Clinique)
• Reward them for spreading the word (Clinique/Nokia)
• Don’t underestimate the power to share (NesCafe/Rexona)
• Leverage site features (Dasani with skins, Clinique with comments)
• Create your own features with apps (NesCafe/Rexona)
• Appoint a moderator to participate in the program (most)
35March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Summary - Getting it Wrong
20032003 Social Networking is a fad 5 years later…
20052005 Social networks won’t be big 3 years later…
20062006Public companies will launch successful social networks
Many have tried;Few successes
20072007People want to share what they buy with their friends
Only some do, with controls
20082008Social networks can’t make money
Some are, and stay tuned
36March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Questions? Thank you!
David [email protected]
37March 2009 Copyright 2009 Friendster, Inc. All rights reserved.
Copyright 2009 Friendster, Inc. All rights reserved.
Do not publish or distribute without written permission of Friendster, Inc.
Contact [email protected] to obtain permission.
Copyright 2009 Friendster, Inc. All rights reserved.
Do not publish or distribute without written permission of Friendster, Inc.
Contact [email protected] to obtain permission.