Special Deals to Monetize Real-Time World

Excerpt from the Razorfish FEED study on MediaPost:

Of those who follow a brand on Twitter, for example, 44% said access to exclusive deals is the main reason. And on Facebook and MySpace, 37% cited special deals as the main reason they have “friended” a brand. The report points to companies such as Starbucks, which has amassed nearly 5 million fans and soared to the top of Facebook brand pages by offering coupons for free pastries and ice cream.

Whole Foods, meanwhile, leads brands on Twitter with more than 1.5 million followers by promoting weekly specials and shopping tips

Additional stats:

  • 40% have friended a brand on Facebook or Twitter
  • 73% have posted a product or brand review on sites such as Amazon, Yelp, Facebook or Twitter

via MediaPost Publications Razorfish Study: Special Offers Drive Engagement In Social Media 11/09/2009.

What it means: I’ve been saying for a few months now that special offers/coupons/time-sensitive deals will be the way to monetize this new real-time world. This survey seems to confirm it. This represents a new opportunity for Yellow Pages publishers and a good extension of current monetization models for newspaper publishers and coupon company (the most natural).


Video of My Presentation at EADP 09: "Blended Search: Local Media Content Discovery"

Just found out that someone has uploaded the video of the presentation I gave at the [praized subtype=”small” pid=”d0cd79b106730bfb94dc00104bdb320c” type=”badge” dynamic=”true”] conference last May in Barcelona. Topic was: “Blended Search: Local Media Content Discovery”.

Watch it in three parts here:

Watch Part 1

Watch Part 2

Watch Part 3

You can follow with the slides on Slideshare.