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CONTENT MONETIZATION
   IN THE SOCIAL WEB:
    HOW CAN YOU MAKE MONEY OUT OF SOCIAL?

James Carson
Director, Carson Content


                                       Carson Content
ABOUT ME
            I was Head of Digital Marketing
            at Bauer Media.

            I’m currently a freelance
            Content Strategy consultant.

            I offer services in Content
            Strategy & Planning /
            Relaunches / Social Media and
            SEO strategy.
            @mrjamescarson
            http://uk.linkedin.com/in/jacarson85



www.carsoncontent.com                        Carson Content
SHOW ME
THE MONEY!




       Carson Content
MAKING MONEY
   CONVERSIONS                             ADVERTISING


                       •   Increase in unique website visitors
                       •   New Facebook Likes / Twitter Followers
                       •   300% increase in YouTube views
NON FINANCIAL IMPACT   •   Increase in visits to onstreet store
                       •   Volume of impressions
                       •   Comments on a blog post




    MARKETING                          BUSINESS PROCESS


            COST SAVING
                                                          Carson Content
Carson Content
MAKING MONEY
                 The Investment Return Relationship



                                                                  Financial
Investment    Action         Reaction       Nonfinancial Impact
                                                                   Impact




                                                                     Carson Content
CAMPAIGNS




            Carson Content
EARNED MEDIA VALUE




                 Carson Content
Carson Content
TRAFFIC
     =
AD REVENUE
 (AND SOMETIMES SALES)
                         Carson Content
HOW MUCH??
WEBSITE CPM   = £20 per M   PAGES per VISIT      = 10




 2p per pageview               CREATE
                              MEASURED
                              GOAL SETS
                                20p per Visit

                                                Carson Content
VISIT VALUE
SOCIAL MEDIA TRAFFIC EQUITY

         Larger            Comps, ads, engagement
                                                       Social
         Social
                                                       Profile
         Profile




                                                      Even Larger
    Data Capture/Polling                              Social
                                                      Profile




                                                      Referral site
 Destination Website                          Links


                                                                      Carson Content
SHOW ME THE MONEY




               Carson Content
http://www.facebook.com/playboy/app_618339694862348




http://www.facebook.com/seventeenmagazine/app_267268866717314
Content Monetization in the Social Web
Carson Content
Content Monetization in the Social Web
Content Monetization in the Social Web
Content Monetization in the Social Web
Content Monetization in the Social Web
Content Monetization in the Social Web
Content Monetization in the Social Web
Content Monetization in the Social Web
CASE STUDY



5 KEY LESSONS
   LEARNT
#1 CREATE MULTIPLE GOALS
Make more profit is not a clear goal – think about
 multiple goal sets and benefits in a strategy.
#2 DON’T MISTAKE GOALS
       FOR STRATEGY
Think about how you will achieve those goals and
        what you are going to do about it.
#3 RESOURCE UP
Get people in the right places and make them
 available. Need a developer to change your
            experiences? Get one!
#4 INFORM SALES TEAMS
Do this more than once. They need to know the
     platforms inside out in order to sell.
#5 TRY TO BUILD YOUR
   OWN PLATFORM
  Using 3rd party platforms is expensive.

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Content Monetization in the Social Web

  • 1. CONTENT MONETIZATION IN THE SOCIAL WEB: HOW CAN YOU MAKE MONEY OUT OF SOCIAL? James Carson Director, Carson Content Carson Content
  • 2. ABOUT ME I was Head of Digital Marketing at Bauer Media. I’m currently a freelance Content Strategy consultant. I offer services in Content Strategy & Planning / Relaunches / Social Media and SEO strategy. @mrjamescarson http://uk.linkedin.com/in/jacarson85 www.carsoncontent.com Carson Content
  • 3. SHOW ME THE MONEY! Carson Content
  • 4. MAKING MONEY CONVERSIONS ADVERTISING • Increase in unique website visitors • New Facebook Likes / Twitter Followers • 300% increase in YouTube views NON FINANCIAL IMPACT • Increase in visits to onstreet store • Volume of impressions • Comments on a blog post MARKETING BUSINESS PROCESS COST SAVING Carson Content
  • 6. MAKING MONEY The Investment Return Relationship Financial Investment Action Reaction Nonfinancial Impact Impact Carson Content
  • 7. CAMPAIGNS Carson Content
  • 8. EARNED MEDIA VALUE Carson Content
  • 10. TRAFFIC = AD REVENUE (AND SOMETIMES SALES) Carson Content
  • 11. HOW MUCH?? WEBSITE CPM = £20 per M PAGES per VISIT = 10 2p per pageview CREATE MEASURED GOAL SETS 20p per Visit Carson Content
  • 13. SOCIAL MEDIA TRAFFIC EQUITY Larger Comps, ads, engagement Social Social Profile Profile Even Larger Data Capture/Polling Social Profile Referral site Destination Website Links Carson Content
  • 14. SHOW ME THE MONEY Carson Content
  • 25. CASE STUDY 5 KEY LESSONS LEARNT
  • 26. #1 CREATE MULTIPLE GOALS Make more profit is not a clear goal – think about multiple goal sets and benefits in a strategy.
  • 27. #2 DON’T MISTAKE GOALS FOR STRATEGY Think about how you will achieve those goals and what you are going to do about it.
  • 28. #3 RESOURCE UP Get people in the right places and make them available. Need a developer to change your experiences? Get one!
  • 29. #4 INFORM SALES TEAMS Do this more than once. They need to know the platforms inside out in order to sell.
  • 30. #5 TRY TO BUILD YOUR OWN PLATFORM Using 3rd party platforms is expensive.