social media new technology new audiences new engagement
Post on 29-Nov-2014
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http://www.crikey.com.au/2009/07/03/web-site-story-im-on-twitter-im-on-twitter/
Discuss the latest trends in social media and advertising
Show case studies and examples of social media campaigns
Purpose of the event
Time Topic Speaker
2:50pm – 3:00pm Welcome Notes Markus von der Luehe (MD Adknowledge Australia)
3:00pm – 3:20pm The state of advertising in Australia
Anne Parsons (Chairman Mediacom)
3:20pm – 3:40pm Seeing the Wood AND the Trees – the social media landscape
Mark Higginson (Director of Analytics, Nielsen)
3:40pm – 3:55pm Chk Chk Boom: 15 seconds of Fame – The Aftermath
Brett Brewer/ Clare Werbeloff
3:55pm – 4:10pm Break
4:10pm – 4:30pm Get Real: Virtual Currency and Monetizing Social Media
Brett Brewer (President Adknowledge, Co-FounderIntermix (MySpace)
4:30pm – 4:50pm Digital Influence 501: What are the Next Trends and Hot Cases in Social Media
Brian Giesen (Director Digital Strategy, Ogilvy)
4:50pm – 5:10pm New Technology, New Audiences, New Engagement
Jennifer Wilson (Director, The Project Factory)
5:10pm – 5:25pm Wrap up & Questions
5:25pm onwards Drinks and Canapés
Agenda
Adknowledge is a ½ billion technologybusiness and has 300 employees across 8offices worldwide
We are an AdNetwork for Social Media sellingadvertising on applications across Facebook,Myspace, Hi5 and other social media sites
In Australia we have almost 4 million uniquesand ½ billion impressions
Our focus is on brand, video and engagement
We have done 5 acquisitions in the last twoyears: the most recent was SuperRewards
Adknowledge Brett Brewer, co-founder ofIntermix (MySpace), engineered the sale ofMySpace to News Corp for $673m
Introducing Adknowledge
A Paradigm shift?
Panasonic completed acampaign called the NextGeneration Talent competition,which asked UK students todesign the next ad for thePanasonic Viera Home Hubtelevision.
Marketing and Branding will change…
Crowdsourcing is like Tom Sawyer asking his friends
to paint the fence
And so will Product Development…
Forty percent of consumer community members offer suggestions that solve urgent problems
Fifteen percent of those suggestions are considered to be a completely new product
And political campaigns…
5,000,000The number of active Obama supporters across 15 social networks
It works as a distribution channel too…
A number of organizations are starting to get their brand advocates to sell their products
So what does this all mean for advertisers?
In the US: Advertisers are following the eyeballs
Social Networking sites account for 20% of display impressions
Bebo , 0.71%
Hi5, 0.75%MocoSpace, 0.81%
Other, 2.68%
Tagged, 3.16%
Facebook, 43.70%
MySpace Sites ,
48.90%
56%% of advertisers who plan to include social
media in their marketing plan in 2010
* MediaPost
• Email, (56.8%)• Social networks (56.3%)• Keyword search (49.7%)• Radio (42.2%)• Magazines (42.1%)• Online display (40.5%)• Event sponsorship (36.9%)• Rich media display (35.5%)
• Direct mail (34.7%)• Regional TV (32.8%)• Regional newspapers (31.7%)• Out-of-home (31.2%)• Email sponsorship (29.5%)• Online video (26.7%)• Mobile SMS text (26.1%)• National TV (18.2%)• National newspapers (14.8%)
Case Study 1: Carl’s Jr.
Carl’s JR. selected the top 10 Youtubers in the US to do a video commercial for their new Mushroom burger
3.3 million views within two weeks
Case Study 2: Gap - Fanpage
Entertaining video from ‘fit engineer’
+ more
Social Media strategy replaced TV
spend
Links to other social media – brand
extensionApp to choose
outfit prior to visit
Retail info and
product range
Engaging content and reason to fwd
and return
Fans to Date420,000
Case Study 3: Bonds
Video Application – Cost Per View/ CPM
1. Millions of Text Links and Streaming Banners to encourage users to engage with your
branded content
2. After reaching the millions of users via the branded banners and we also guarantee
engaged views within the customised branded application environment via text ads
CPM CPV
3. Once viewed the user can then interact with the application, click to website for more info,
find out more on the deals, recommend to their friends, and also rate the video content.
This is when the viral element kicks in.
Recommend to FriendsRate Video
Social TV: Cost per engagement
Video Application – Cost Per View
News feed is updated for all of
users friends
Charged per
engagement
Broad reach and deep engagement
Average engagement time: 2 minutes
How can brands effectively tell their story
in social media?
It must be entertaining! That is why the users are there.
Brands must seamlessly integrate with the story or purpose of the media;
Brand message gets through, but doesn’t whack them on the head
What’s in it for me? - Reward them for their action
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