Earning Consumer Trust through Crowdsourced Storytelling

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http://bit.ly/Zooppa - 3 case studies of how brands tap utilize crowdsourcing to generate authentic content. Presented in partnership with the Word of Mouth Marketing Association on June 20, 2012

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  • WOM marketers already understand the power of stories – creating experiences that trigger/make easy consumers to tell stories to friends/familyLikeable, memorable, shareable Why? Humans process info more efficientlyBetter than we are best + factsProtagonists/antagonist/ActionAll great brands tell storiesGreat brands… memorable images?
  • WOM marketers already understand the power of stories – creating experiences that trigger/make easy consumers to tell stories to friends/familyLikeable, memorable, shareable Why? Humans process info more efficientlyBetter than we are best + factsProtagonists/antagonist/ActionAll great brands tell storiesGreat brands… memorable images?
  • What’s changing: nature by which these stories are shared and even constructedStorytelling – story sharing – story makingHow brand tells story? No how PEOPLE SHARE storiesReaders – about distribution of good storiesNOW ABOUT story MAKINGConsumers now demand greater involvement in almost every aspect of their lives as the Internet has empowered them to know more, control more, and do more.Marketer vs. storytellerTelling vs. sharingFacebook, the Like, the “heart”Marketers are turning more and more to storytelling in the advertisementsBranded contentthe future, where the story of a brand gets created and shared through the personal stories of connected participants, where enlightened companies share the narrative, provide the prompts, and relinquish total control.Hard fact about storytelling with marketing…. Spell it outSome example… what was the story when you’re growing upWhy do we tell stories.. Why is it human nature Examples of great stories, communicatorsWhy do enjoy some conversationalists and not others?Fiction books vs. Nonfiction books, outsell 20 to 1 etcetcBest YouTube videos – funny stories
  • Companies, vendors InstaGram, Pinterest, SlideShare, Facebook TimelineTwo way communicationsTechnology enabling more people to become story tellersSignificance of social media
  • Video is the most amenable storytelling medium<videomaker images>ChallengingConfusingComplicated
  • Crowdsourcing can be a reasonable approach to storytellingFuture of collaborative story telling, where interaction not just enables them to control story arc, but create story themselves on platform provided by brandYou probably haven’t thought about crowdsourcing storiesBut it’s powerful way to tell storiesLike getting friends together, getting your fans togetherHow many ads actually socialize?How would a brand even know how to do that, socializing
  • Build communityShared valuesAlignment marketing – stories to share values
  • What does Intel mean to you?ObjectiveRequirementsResultsMedia Placement
  • Two campaigns!Alignment marketingHow their tech impacts lives – what does future look like?
  • Two campaigns!Alignment marketingHow their tech impacts lives – what does future look like?
  • New take on iconic campaignNew stories to add to the mixMilkmanLove affairTapping
  • New take on iconic campaignNew stories to add to the mixMilkmanLove affairTapping
  • Evergreen stories for NCAAUsed through yearLive events – showed people to partner
  • Evergreen stories for NCAAUsed through yearLive events – showed people to partner
  • What to know about video before you launchUnderstand placement, what you’ll do with itGive time for interaction, review$$Don’t change the rules, encourage personalization
  • Where will it be used – informs how I will produce itDesign brief with this in mind… don’t get carried away with brief only to realize it’s creating not feasible for useHow will content be used during and after contest? Phases integrated into other parts of contest?
  • Webcam video contest30-second auditionsSocial channelsNeed quality? Promotions? Etc?Call Zooppa
  • Webcam video contest30-second auditionsSocial channelsNeed quality? Promotions? Etc?Call Zooppa
  • Webcam video contest30-second auditionsSocial channelsNeed quality? Promotions? Etc?Call Zooppa
  • Download this documentSpecial ConsultationDownload white paperView these videos
  • Download this documentSpecial ConsultationDownload white paperView these videos
  • Earning Consumer Trust through Crowdsourced Storytelling

    1. 1. Earning Consumer Trust throughCrowdsourced Storytelling3 Case Studies How Brands Tap the Crowdfor Authentic ContentJune 20, 2012  Download this presentation http://slidesha.re/CrowdStories
    2. 2. • Online crowdsourcing platform• Quality video & graphics content• Partner with marketers + agencies• Creative community 160,000 members• Offices in U.S., Europe, South Americainfo@zooppa.com | @CrowdCreativity
    3. 3. We work with leading brands
    4. 4. Often via agencies
    5. 5. Poll #1Have you or your teamcontent for a marketing campaign? 1. Yes 2. No 3. Not sure
    6. 6. Great Brands Tell Stories
    7. 7. Great Brands Tell StoriesWe humans process information more efficiently throughstories.Facts are 20x more likely to be remembered if they are part of astory, according to psychologists.They entertain.They’re contagiousThey inspire action.
    8. 8. Branded Storytelling Continues to Evolve 2001 2012
    9. 9. The Rise of Visual Storytelling Online
    10. 10. Online Video is Powerful, but Challenging!
    11. 11. Crowdsourcing Can Help
    12. 12. Remarkable Crowdsourcing ResultsNew way of getting thingsdoneEnabled by connectivityand network effects ofdigital age and
    13. 13. Case StudiesCase Studies – Crowdsourcing Stories
    14. 14. Case StudiesCase Studies – Crowdsourcing Stories
    15. 15. Case StudiesWhat Does IntelMean to You?
    16. 16. Case Studies• Creative content the shows what the Intel brand means to fans• 60-second personal, original videos or animations• Campaign launched on Intel Facebook Pages across the globe• Utilized Zooppa’s Facebook integration to execute
    17. 17. Case StudiesSiemensChanging Your Cityfor the Better
    18. 18. Case Studies• Demonstrate how advances in technology can change the world for the better• 2 – 5 minute mini-documentary videos• 118 submissions from 26 countries, 6 continents• Content currently featured on global corporate website; winner nominated for TED media award.
    19. 19. Case StudiesGot Milk?It’s Just Not BreakfastWithout Milk
    20. 20. Case Studies• Refresh the got milk? campaign to defend and encourage milk consumption at breakfast• 60-second short videos• Nearly 200 submissions; held exclusive webinar with campaign participants
    21. 21. Case StudiesHuman HighlightReel with the NCAA
    22. 22. Case Studies• Celebrate former NCAA student-athletes turned community leaders by spotlighting their stories• 60-second short stories telling life stories of subjects• 41 story profiles from 30 colleges and in 12 sports• Content featured on NCAA microsite; winner shown live at Men’s Lacrosse National Championship, 2011
    23. 23. Benefits of Crowdsourcing Stories• Authenticity content• Many stories to choose from• Creates an interactive dialogue• Cost-efficient• Targets new generation of consumers• Enhances traditional marketing
    24. 24. Poll #2What aspect of crowdsourcing do youfind most attractive? 1. Authenticity 2. Consumer engagement 3. Insights 4. Novelty 5. Cost-effective
    25. 25. Best Practices5 Steps to Crowdsourcing Success• Goals• Use & Placement• The Ask/Project• Incentives• Promotion & Duration
    26. 26. Best PracticesGoals• Define early, well before launch• Choose relevant marketing objectives• What’s the big message?
    27. 27. Best PracticesUse & Placement• Bring clarity to the brief• Design brief carefully• Consider integration points
    28. 28. Best PracticesIncentives• Cash is King!• Career-enhancing• Fun!• Ask WHY?!
    29. 29. Best PracticesThe Ask• Limit tech requirements• Be aspirational• Focus on a singular theme• Invite judges, raise profile
    30. 30. Best PracticesDuration & Promotion• 8 – 12 weeks• Short = more motivation• Provide support, feedback• Create plan for urgency
    31. 31. Receive a Free Consultation from ZooppaCrowdsourcing can be a power practice for today’s WOMmarketers. Learn how the practice can enhance your videomarketing like it has for other top brand marketers and agencies.Our creative team will:• Be available for a 10-minute, no-commitment brainstorming session• Provide up to 3 free crowdsourcing ideas for your brand Visit http://info.zooppa.com/WOMMA
    32. 32. Download the Full Siemens Case StudyLearn more about Siemens‘“Changing Your City for the Better” Download at http://info.zooppa.com/siemens-study
    33. 33. Zooppa bio info@zooppa.com http://info.zooppa.com +1 (206) 623-1587  Download this presentation http://slidesha.re/CrowdStories

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