crowdsourcing user generated advertising zooppa

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http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships [email protected] CROWDSOURCING for MARKETERS User-generated Advertising Brand Engagement Consumer Insights February 17th, 2010 Webinar

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The Word of Mouth Marketing Association invited Zooppa for a webinar called "Crowdsourcing for Marketers: User-generated Advertising, Brand Engagement and Consumer Insights

TRANSCRIPT

Page 1: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]

CROWDSOURCING for MARKETERSUser-generated Advertising Brand Engagement Consumer Insights

February 17th, 2010 Webinar

Page 2: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]

What Do You Think of Crowdsourcing?

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• Creative genius or

mediocrity?

• Cutting edge or risky?

• Practical or experimental?

Page 3: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

Poll: Have You Ever Crowdsourced Advertising?

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Page 4: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]

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

Page 5: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]

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

Page 6: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]

Brands Already Crowdsourcing

Page 7: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]

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

Page 8: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]

Benefits of User-generated Advertising

• The power of numbers• Proactive conversation marketing

• Perception is reality• Brand ambassador effect• Bang for your buck

Page 9: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]

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

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Page 10: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]

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

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Page 11: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]

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

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Page 12: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]

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

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Page 13: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]

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

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Page 14: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]

Case Studies

Page 15: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

• Brand protection campaign• Elicit support from creative world• Print ads only• 1,100 ads submitted

Print

Page 16: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

• Launch of Chrome browser• Brief with 4 tech features• 121 innovative videos• YouTube gallery

Conceptual

Page 17: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

• Video sourcing• New company, tech brief• 178 videos• Top contributors from N.C.,

Germany, Lithuania

Viral

Page 18: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

• 900 ads• CEO wrote brief• Celebrity spokesperson• Tapped into community• Broadcast launch• Perception feedback

“The coolest part of the whole process is seeing the ideas… how they really think about our brand, about what you stand for and what your relationship is with the consumer.”

—Stephen Jones, CEO

TV

Page 19: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

Poll: What Do You See as the Greatest Benefit of User-generated Advertising?

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Page 20: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]

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?

Page 21: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]

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?

Page 22: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]

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

Page 23: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]

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?

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Page 24: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]

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

Page 25: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]

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

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Page 26: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

Using the Content

Digital display video and design content for in-hotel visitor experienceDigital display video and design content for in-hotel visitor experience

Trade show videos and design for their B2B campaign “Start-up Essentials”Trade show videos and design for their B2B campaign “Start-up Essentials”

Ran a holiday TV campaign for music artist Mika based on the winning videoRan a holiday TV campaign for music artist Mika based on the winning video

Secured #1 search rank for “Bread Geeks” with video; ideation for campaign to tech-savvy foodies

Secured #1 search rank for “Bread Geeks” with video; ideation for campaign to tech-savvy foodies

Video and design work used as a creative focus group for consumer perception feedback and PR strategy

Video and design work used as a creative focus group for consumer perception feedback and PR strategy

1. Promotion

2. B to B

3. Research

4. Pt of sale

5. SEO

Page 27: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]

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

Page 28: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]

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

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Page 29: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]

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

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Page 30: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

Poll: How Likely Are You to Add User-generated to the Marketing Mix in 2010?

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Page 31: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]

Examples of User-Generated Adshttp://blog.zooppa.com/company-info

Our recent white paperhttp://crowdsourcingadswhitepaper.com

Subscribe to our newsletterhttp://eepurl.com/ihO8

Wil Merritt, [email protected]

Arik Abel, [email protected]

For More Info on Zooppa and User-generated Advertising…

Page 32: Crowdsourcing User Generated Advertising Zooppa

http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

[email protected]://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships

CROWDSOURCING for MARKETERSUser-generated Advertising Brand Engagement Consumer Insights

February 17th, 2010 Webinar