Successfully Creating Shareable Native Advertising

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As traditional publisher metrics evolve, there is more importance placed on shareability and engagement. With a policy against banner ads, BuzzFeed is instead focused on the creation of native advertorial content that is as readable and shareable as its editorial offering. This session will highlight BuzzFeed's successful strategy for native advertising.

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Successfully Creating Shareable Native Advertising

  1. 1. !1 Social Sharing With a Purpose: Aric Lapera aric@buzzfeed.com
  2. 2. !2 130M+ monthly UVs BuzzFeed creates content people want to share.
  3. 3. !3 Total Traffic Over the Last 2 Years (Monthly UVs) 27,000,000 54,000,000 81,000,000 108,000,000 135,000,000 December 2011 December 2012 December 2013 Unique visits per month 133.5M GA Global UVs in December 2013
  4. 4. !4 “The media landscape is changing so rapidly ... I remember when BuzzFeed was just something I did in college around 2 a.m.” ! -Barack Obama Whitehouse Correspondents Dinner April 27, 2013
  5. 5. !5 Agenda Native < Social ! Social changes everything ! Social Storytelling for brands ! Examples and discussion
  6. 6. !6 Native Advertising: Paid ads that are so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that they belong.
  7. 7. !7 Native is good, social is better.
  8. 8. !8 Our POV Consumers are looking to discover, engage, and share content ! Great brands are telling stories through engaging and sharable content to generate true word-of-mouth marketing
  9. 9. !9 The Facebook Test
  10. 10. !10 Why do people share things?
  11. 11. !11 Content is about identity.
  12. 12. !12 Have a heart
  13. 13. !13 Capture the moment.
  14. 14. !14 Humor is social.
  15. 15. !15 So are human rights.
  16. 16. !16 Don’t post things people are embarrassed to share.
  17. 17. !17 If content is social, ads can be too.
  18. 18. !18 Like Good TV, Ads: Tell a story Involve people emotionally Are not heavy- handed
  19. 19. !19 The BuzzFeed Story Unit In-stream and content-rich
  20. 20. We ask ourselves three important questions. 1. Would I share this? ! 2. Is it human? ! 3. Is it relevant? Things we always ask ourselves when we’re ideating: 20
  21. 21. It works because it’s an authentic collaboration. Give people something you have great insight on; the most important pieces of your brand. What makes your brand unique? 21
  22. 22. Start a conversation that people want to participate in. 22
  23. 23. Start conversations that are interesting. 23
  24. 24. Start conversations that are emotionally resonant. 24
  25. 25. Start conversations that are funny. 25
  26. 26. Start conversations that are useful. 26
  27. 27. Start conversations that connect with an Identity.
  28. 28. !28 Be a relevant voice to your audience.
  29. 29. !29 Dad’s Buy Diapers Too!
  30. 30. !30 The same hat, just tinier. Justin Bieber’s yellow Lamborghini Newsroom
  31. 31. Measure Earned Engagement !31
  32. 32. !32 Social MobileVideo
  33. 33. !33 Social Mobile Video
  34. 34. !34 Social Video Led by Ze Frank Sad Cat Diary 13M+ views Gangnam Style vs. Nicki Minaj Mashup The Angriest Babies In The Whole World Science Is Pretty Freaking Awesome! True Facts About The Angler Fish 7M+ views 5M+ views 1M+ views 12M+ views
  35. 35. !35 Carls Jr - All about the Buns Purina - Tidy Cats Intel - 2 in 1 GE - Innovations
  36. 36. 36
  37. 37. !37 Key Takeaways Native is good, but social is better. ! What credible stories can your brand tell? ! Give your avids content to become advocates. ! And have some fun!
  38. 38. !38 Aric Lapera aric@buzzfeed.com Discussion

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