Knallgrau Usergeneratedadvertising Web2.0expoberlin 112007

User generated advertising Web 2.0 Expo, Berlin 08th of NOV 2007 Eine Weiterverbreitung und Weiterverwendung der in diesen Unterlagen enthaltenen Inhalte, über die innerbetriebliche Verwendung hinaus, ist ohne die ausdrückliche und schriftlich erteilte Genehmigung von Knallgrau New Media Solutions GmbH nicht gestattet. Alle Rechte vorbehalten. User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 2

advertising? quot;The means of providing the most persuasive possible selling message to the right prospects at the lowest possible cost“ IPA deﬁnition User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 3

advertising yesterday User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 4

The landscape changed ... LastFM TV PSP YouTube iPod Wii Newspapers Blogs MMORPGs Magazines MySpace Facebook iTunes Vodcasts Podcasts Radio User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 5

Who‘s gonna create tommorrow‘s winning slogan? User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 6

User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 7

User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 8

What is user generated advertising? User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 9

Professional platforms and new ecosystems ... User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 10

Marketing, Advertising, PR & Branding Marketing, Advertising, PR & Branding The passive consumer mutates into an become blurred in the new social web. active prosumer. Change passive Couch-Potato into active Mouse-Potato. source: http://adsoftheworld.com/blog/ivan/2007/apr/11/ the_difference_between_marketing_pr_advertising_and_branding User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 11

You can‘t ignore it - control is an illusion ... User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 12

Where are we heading? User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 13

Coca-Cola – „Weallspeakfootball“ WM 2006 Rich media Blog- and Eventplatform for FIFA Soccer Worldcup 2006: » 4 A-List-Blogger & 60 Guest- Blogger from 14 countries party in Berlin » Strong international reach, visitors from 148 countries » 56% from the US without classic marketing, organic viral seeding » 350+ Media clippings: Businessweek, USA Today, BBC, TIMES, Handelsblatt u.a. User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 14

High end user generated advertising ... User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 15

WASF: Testimonials » “We all Speak Football, which is » “Personally I think the most innovative bit essentially a mash-up of Real World takes of advertising in this world cup has come on Social Media Revolution takes on from Coke.” GOOOOOAAALLL. (...) This looks like a really well crafted and nurtured effort.” » “Coca-Cola has produced one of the most readable World Cup blogs” The Times » “(…) I do believe Coke is pushing some innovative ground here (…) the key here » “It's a good move. (…) What they're is to keep the branding and/or doing now has more energy and verve.” sponsorship pushed as far to the Business Week background as possible.” User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 16

answers dieter.rappold@knallgrau.at http://ww.sierralog.com Knallgrau New Media Solutions Pezzlgasse 7/1 1170 Wien http://www.knallgrau.at User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 17

Knallgrau Usergeneratedadvertising Web2.0expoberlin 112007

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Knallgrau Usergeneratedadvertising Web2.0expoberlin 112007 — Presentation Transcript