crowdsourcing user generated advertising zooppa
DESCRIPTION
The Word of Mouth Marketing Association invited Zooppa for a webinar called "Crowdsourcing for Marketers: User-generated Advertising, Brand Engagement and Consumer InsightsTRANSCRIPT
http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships
CROWDSOURCING for MARKETERSUser-generated Advertising Brand Engagement Consumer Insights
February 17th, 2010 Webinar
http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships
What Do You Think of Crowdsourcing?
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• Creative genius or
mediocrity?
• Cutting edge or risky?
• Practical or experimental?
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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http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships
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
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
Brands Already Crowdsourcing
http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships
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
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
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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http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships
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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http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships
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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http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships
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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http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships
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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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
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
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
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
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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http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships
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
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
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
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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http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships
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
http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships
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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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
http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships
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
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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http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships
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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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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http://zooppa.com Wil Merritt, CEO | Arik Abel, Partnerships
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…
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