Advertising Strategies in Social Media: Adapt or Die

Social Media
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The budget forecast for social advertising has decreased by a whopping 44% to 4.1 billion in 2011, according to eMarketer. But the economy is not the only cause of problems in advertising within social networks and social media.

Advertisers face the issue of low click-through rates on social networks as users’ intentions center around networking. If uncontrolled, the exponential growth of ad inventory on social media websites introduces the problem of declining CPMs. If advertising fails to engage users in a way they relate with and perceive as beneficial, they will disengage with advertising within social media. Some advertisers are also wary of user-generated content.

The effects: overall advertising spending on social networks is predicted to decline by 3% between 2008 and 2009. Yet there is a bright spot: advertising spending on Facebook is predicted to increase 2.3%, according to eMarketer.

Advertising is forecasted to sustain its position as an important source of revenue for social media, particularly for those who adopt freemium business models.

What are the new strategies that Facebook and other social media websites should adopt in the era of declining social advertising spending? How can advertisers better connect with social media users?

The panel will explore several advertising tactics and opportunities that social media websites can consider in these turbulent times. For example, the social graph of connections between users, as well as the wealth of information that users share within social media, provide a rich opportunity for advertisers to hypertarget social media audiences. Behavioral targeting also provides a potential way to increase clickthrough rates. Paid consumer evangelists have entered the blog publishing medium. Mobile use of social media may also increase advertising opportunities.

The panel will also consider how to involve advertisers in the solution, examine the tradeoff between user experience and advertising revenue, and address privacy concerns regarding sharing personal data on social media sites as it relates to advertising targeting.

4 advertising leaders will provide insights on how you can adapt. Join Mike Murphy, VP of Media Sales at Facebook, Tom Bedecarre, CEO of AKQA, Steve Hall, Publisher of Adrants and the ad:tech blog, and Bowen Dwelle, Chairman of AdMonsters. Marissa Louie, CEO of AD-Village, will moderate the panel.

Marissa Louie

Huffington Post

MARISSA LOUIE is the founder and CEO of AD-Village, which gives website publishers instant access to ads from top ad networks. AD-Village has helped website publishers of all sizes earn an average of 5-15% more revenue by recommending ads which match their online identities and audience the best. AD-Village’s publishers include some of the most highly visited websites in the world.

Marissa is a frequent conference speaker and has also appeared on,, BlogTalkRadio, GQ Korea, and more. She writes the column “Young Female Entrepreneur” for and publishes thought leadership in online advertising at

Prior to founding AD-Village, she held leadership positions in Management Consulting, Product Management, Sales, and Viral Marketing for companies including Deloitte Consulting, Number Networks, and SlideShare. She has advised the C-suite of some of the world’s largest companies.

She has a Bachelor’s Degree in International Corporate Management from the University of California at Berkeley. In Marissa’s spare time, she advises the San Francisco Board of Supervisors and enjoys outdoor water sports.

Photo of Tom Bedecarre

Tom Bedecarre


Tom Bedecarré is CEO of AKQA, a global digital marketing firm that uses innovative ideas and technology to deliver results for the world’s leading brands — including Coca-Cola, McDonald’s, Nike, Unilever, Visa and Xbox. AKQA has more than 750 employees in San Francisco, Palo Alto, New York, Washington DC, London, Shanghai and Amsterdam. Recognized numerous times as “Digital Agency of the Year,” AKQA was recently named one of the “World’s 50 Most Innovative Companies” by Fast Company magazine. More information about AKQA is available at

An enthusiastic entrepreneur, Tom was also a founder and CEO of Citron Haligman Bedecarré, San Francisco’s largest independent advertising agency and a leader in launching Internet brands.

Steve Hall


Steve Hall is the Publisher of Adrants. Steve has done time in media, account management and new business at, among others, Leo Burnett, Starcom/Mediavest, BlackSheep Marketing, and Bozell, where he managed big ass marketing budgets for both consumer and business-to-business clients including Reebok, Sperry Topsider,, Tyco, Marriott Hotels and Marshmallow Fluff.

Steve has written about and spoken for industry associations on topics such as the advertising’s role in consumer-controlled media, the integration of public relations and advertising, the future convergence of media, and the decline of traditional media. He is co-founder of MarketingVOX, an online marketing publication, co-founder and publisher of the ad:tech industry trade show weblog and creator of the advertising social network AdGabber.

Rob Beeler


Rob Beeler joined AdMonsters in October 2008 after nearly 10 years at Advance Internet, a leading creator of local news and information web sites across the United States. At Advance Internet, Rob started as the only Ad Operations person and developed a department of 15 people in 8 locations across the country responsible for operations, project management, business development, web analytics and financial reporting, becoming Executive Director of Ad Operations and Analytics in early 2007. Prior to Advance Internet, Rob held a number of positions related to advertising and publishing ranging from electronic prepress to an ad agency multimedia specialist. Rob graduated from Syracuse University in 1990 with a dual major in Producing for Electronic Media/English

Photo of Alisa Leonard-Hansen

Alisa Leonard-Hansen


Alisa Leonard-Hansen is a Social Media Evangelist and subject matter expert within the Digital Strategy group at iCrossing, a leading global digital agency. She drives thought leadership around social media and develops social strategies for clients across diverse industry verticals. Alisa is also the Communications Chair of the DataPortability Project and writes about the future of the social web, data portability and the pragmatic web on her blog, She also contributes to Great Finds and Mashable, and has been featured in AdRants, The Daily Beast, Sillicon Alley Insider and AdAge. Alisa was named one of DM New’s “30 Under 30 Industry Whiz Kids” in 2008 and has been featured on AdWeek’s “Top 50 Twitterers to Follow.” Follower her on Twitter @alisamleo.

Comments on this page are now closed.


Picture of Graham Smith
Graham Smith
11/23/2009 5:39am EST

I also didn’t get much from this session, but I know it had a lot to do with technical issues. The mic’s were set low and there was feedback. I couldn’t be the only one that had trouble.

Picture of Alexandra Salomon
Alexandra Salomon
11/20/2009 8:08am EST

this session was very disappointing. The moderator seemed inexperienced and just wasn’t asking the right questions – a shame given the expertise of the rest of the panel.

Picture of Alisa Leonard-Hansen
Alisa Leonard-Hansen
11/18/2009 10:06am EST

hey there thanks for the feedback…and yes, it was a bit tricky of a topic. depending on who you are talking to, social media and “monetizing” means different things. advertising means monetizing to the social platform, but not to the marketer necessarily….anyway, hope you still got some good insights out of it!

Picture of T. Lynn Lloyd
T. Lynn Lloyd
11/18/2009 9:29am EST

wanted the moderator to ask less questions about “monetization” of sites because that is not the point of advertising.

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