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Slide 1: CROWDSOU RCING for MARKETERS User-ge nerate d Advertisi ng  Bra nd Engagem en t  Co nsum er I nsigh ts February 17th, 2010 Webinar http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 2: What Do You Think of Crowdsourcing? • Creative genius or mediocrity? • Cutting edge or risky? • Practical or experimental? QuickTimeª and a decompressor are needed to see this picture. http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 3: Poll: Have You Ever Crowdsourced Advertising? QuickTimeª and a decompressor are needed to see this picture. http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 4: Agenda • • • • • Introductions Economics of user-generated advertising Benefits of user-generated advertising Crowdsourcing approaches and cases Best practices for user-generated advertising campaigns • What You Can Measure http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 5: About Zooppa • Turn-key solution for brands and agencies to run user-generated advertising campaigns • Community of 54,000 creatives and consumers • Clients include Google, Nike, Hershey’s, Microsoft, Mini Cooper… over 75 campaigns to date • Platform + Community + End-to-end Management http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 6: Brands Already Crowdsourcing http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 7: Economics of User-generated Advertising • • • • • Online ad inventory up = more content Traditional media ROI going down Creative technology easier and cheaper Communication getting faster Organized communities ready to participate http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 8: Benefits of User-generated Advertising • • • • • The power of numbers Proactive conversation marketing Perception is reality Brand ambassador effect Bang for your buck http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 9: The Power of Numbers • Quantity and diversity of ideas • Each creator has a built in fan base • Mass participation in your advertising creation generates mass awareness QuickTimeª and a decompressor are needed to see this picture. http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 10: Proactive in the Conversation • User-generated branded content is a conversation that already is going on • Like Twitter & Facebook conversations, but a “visual conversation” • Gives creatives a moderated, brand-safe, fun and engaging way to create QuickTimeª and a decompressor are needed to see this picture. http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 11: Perception is Reality • Like a massive focus group returning creative visual interpretations • Creatives reflect on their own values and your brand platform and messaging • Result is a real-time real world look into consumer perception QuickTimeª and a decompressor are needed to see this picture. http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 12: Brand Ambassador Effect • Consumers invest time and energy to understand the brand • Translates to a deep brand connection, affinity and evangelism • Pride, success, creative expression are emotional drivers for sharing the brand QuickTimeª and a decompressor are needed to see this picture. http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 13: Bang for Your Buck • A fraction of the cost of traditional marketing activities • Scalable return on investment • Combination of content + engagement + awareness + consumer insight in one QuickTimeª and a decompressor are needed to see this picture. http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 14: Case Studies http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 15: Print • Brand protection campaign • Elicit support from creative world • Print ads only • 1,100 ads submitted http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 16: Conceptual • Launch of Chrome browser • Brief with 4 tech features • 121 innovative videos • YouTube gallery http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 17: Viral • • • • Video sourcing New company, tech brief 178 videos Top contributors from N.C., Germany, Lithuania http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 18: TV • • • • • • 900 ads CEO wrote brief Celebrity spokesperson Tapped into community “The coolest part of the whole process is seeing the ideas… Broadcast launch how they really think about our brand, about what you stand for and what your relationship Perception feedback is with the consumer.” —Stephen Jones, CEO http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 19: Poll: What Do You See as the Greatest Benefit of User-generated Advertising? QuickTimeª and a decompressor are needed to see this picture. http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 20: Crowdsourcing on Your Own • • • • • • Will you build a microsite, host on your own site? Who is going to moderate the content and manage participants? How will you promote the opportunity? What will you offer for incentives? Is it enough? How do you know if the submissions will come in? How will you navigate the legal considerations? http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 21: Choosing a Crowdsourcing Partner • • • • • • • Is there a community ready to create and a promotional team in place? Is there community management and content moderation? Is it original advertising content produced for the brand? Are multiple creative formats available - video, design, banner, etc? How is the content licensed for use by the brand? Can they help you distribute the content? Are all the legal details and terms & conditions in place? http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 22: Best Practices for Crowdsourcing Ads • Defining objectives and selecting a theme • Offering Incentives and crafting a brief • Promoting and managing the campaign • Using the content http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 23: Defining Objectives & Selecting a Theme • What’s most important - Content? Awareness? Engagement? Consumer insights? How does your brand fit into consumers’ lives? What conversations / user-gen content already exist online? What message do you want to deliver? How will you use the content? • • • • QuickTimeª and a decompressor are needed to see this picture. http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 24: Offering Incentives & Crafting a Brief • • Focus on benefits for the creator Love for the brand, recognition (special juries, special placement), cash incentives Aspirational theme over technical/feature-based Choose one theme, not multiple Offer a mix of jury selected and community selected • • • QuickTimeª and a decompressor are needed to see this picture. http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 25: Promoting and Managing a Campaign • • • • • • • Go where your audience lives online Engage them in a way that “sticks” Create urgency to participate soon Moderate content with consistency Give feedback on work as its submitted Provide examples and resources to consider Incentivize participants to help each other QuickTimeª and a decompressor are needed to see this picture. http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 26: Using the Content 1. Promotion 2. B to B 3. Research 4. Pt of sale 5. SEO Ran a h oliday TV campaig n fo r music artist Mika ba sed on t he win ning v ideo Tr ade show videos an d design f or t he ir B2 B campaign “St art-u p Esse nt ials” Vide o and de sign wo rk u sed as a creat ive f ocus gro up f or c onsumer percept ion f eedb ack and PR st rat eg y Digit al d isplay video a nd design cont ent f or inhot el visit or e xp erie nce Secure d #1 search ran k f or “Bread G eeks” with v ideo; ideat ion f or campaign t o t echsavvy f ood ies Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com http://zooppa.com
Slide 27: What You Can Measure - Submissions • • 300-1100 submissions per program Drives engagement (avg time spend on ad page is 1:00 min, avg time with brand to create an ad is 6.5 hours) Drives interactions (avg 125 votes& comments per submission) Drives social propagation (every creative has a built in network of viewers) Long shelf-life of digital content • • • http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 28: What You Can Measure - Engagement Engagement Time with Brands in 2009  200,000+ hours of creative production time for brands  200,000+ hours of engaging with ads (viewing, voting, commenting, sharing)  40,000+ hours reading creative briefs QuickTimeª and a decompressor are needed to see this picture. http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 29: What You Can Measure - Interactions & Impressions Interactions - Votes, Comments • ~40,000 votes and comments per campaign • 1 interaction = ~3 impressions Impressions • Pageviews across hundreds of branded landing pages • Online conversations • Referral traffic from social networks • Valued as referrals on a peer-to-peer level QuickTimeª and a decompressor are needed to see this picture. http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 30: Poll: How Likely Are You to Add Usergenerated to the Marketing Mix in 2010? QuickTimeª and a decompressor are needed to see this picture. http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 31: For More Info on Zooppa and User-generated Advertising… Examples of User-Generated Ads http://blog.zooppa.com/company-info Our recent white paper http://crowdsourcingadswhitepaper.com Subscribe to our newsletter http://eepurl.com/ihO8 Wil Merritt, CEO Zooppa 206-605-7828 Wmerritt@zooppa.com Arik Abel, Partnerships Zooppa 206-427-6263 Aabel@zooppa.com http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com
Slide 32: CROWDSOU RCING for MARKETERS User-ge nerate d Advertisi ng  Bra nd Engagem en t  Co nsum er I nsigh ts February 17th, 2010 Webinar http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships wmerritt@zooppa.com