ABM Whitepaper Advises on B-to-B Publishers on the Art of Social Networking
EMarketer predicts that advertisers will pump about $900 million into social networking sites this year, according to a new American Business Media whitepaper on social networking. And b-to-b publishers with their specialized and niche audiences are in good position to generate revenue from online social networking communities, according the whitepaper, which was penned by ABM’s vice president of digital business strategies Steve Ennen.
The paper suggests that although some advertisers are weary about marketing their products in the unregulated world of social networking, publishers can use social-networking tools to build new revenue streams. “Advertisers accustomed to traditional business information brands may not (or may) want to advertise on the more social of these sites, but inter-linking, referencing and passion-fueled participation can drive traffic to vertical digital communities that far surpasses audience numbers generated by traditional circulation models,” writes Ennen.
The digital movement also creates opportunities to gather greater amounts of user information – behaviors, preferences and content needs – than previously possible, the paper says. “This enables behavioral targeting favored by advertisers and helps business information companies deliver on specific needs and wants of an audience,” it says.
The whitepaper suggests that video should be used on sites as more advertisers continue to shift their money to this format. It also says that including links to videos in social communities can generate high amounts of pass along traffic not found in traditional digital models.
Also, publishers may want to consider charging members of communities small fees to participate or gain access to premium participation levels. “This is a departure from traditional, qualified business models, but at certain levels, participants pay to belong,” Ennen writes. To download a copy of the whitepaper, click here.