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Fan as Creator: How to Produce Your Next Video Ad Through Contests on Face…

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http://info.zooppa.com - For the AllFacebook Marketing Conference in NYC on December 5th, 2012, Zooppa teamed up with our client Arsene Lavaux, formerly Manager of Digital & Direct Channel Marketing …

http://info.zooppa.com - For the AllFacebook Marketing Conference in NYC on December 5th, 2012, Zooppa teamed up with our client Arsene Lavaux, formerly Manager of Digital & Direct Channel Marketing for Jarden Consumer Solutions, to present on how social media marketers are using Facebook as a channel to source advertising content. Zooppa CEO Wil Merrit and Arsene discussed how brands are increasingly tapping their social “crowds” to produce a next generation of advertising through compelling content and online engagement.

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Transcript

  • 1. 1
  • 2. Fans as Creators
  • 3. Social Crowdsourcing
  • 4. Crowdsourcing clients
  • 5. Often via agencies
  • 6. Why user-generated content?We are moving from a downloading culture to an uploading culture • More social and communal • More communal • More playful • More transparent • Always on
  • 7. The social power of crowds• Insights and diversity of ideas• Each creator has a built-in fan base• Branded WOM• Peer to peer conversation is 3x more credible than ads• 76% of Americans think companies lie in adsSource: point 4 Edelman; point 5 Yankelovich
  • 8. Consumer-powered content Leverage passionAwareness + Engagement Compelling themes Distribution & seeding Social media multiplier Quality content
  • 9. Goal: We were also seeking engagement• Consumer-centered approach, the more you can get them involved = more exposure to most meaningful audiences• What was Jarden’s overall Facebook strategy?• FoodSaver
  • 10. Incentivize fans to become videomakers
  • 11. Two campaigns • Takes the guess-work out • Preserves food better thanInsight of making drinks other methods • 30-sec video, demo • 60-sec videos, ultimate alternative foodBrief party host demonstrating preservation methods that tools for a successful party didn’t work outAwards • $22,000 • $4,000PromotionDistribution
  • 12. Insights What went right… • Creative process with Zooppa’s team • Real-time access to new video productions • Discovery value of video crowdsourcing: volume & quality • Seamless integration into marketing operation • Community engagement in marketing mix
  • 13. What we’d do next time…• Explore value added on other brands• Invest traditional marketing budget in new “discovery” channel• Integrate promotion of crowdsourced campaign in traditional media plan to deepen “discovery”• New content to increase ROI on traditional channels (TV, Email)• Influence networks to increase exposure through top social influencers• New content discovered to influence our overall marketing
  • 14. Engage with people-powered brand energy Thank You! Photo: Lars Brenna