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Native Advertising Seminar: Social Sharing with a Purpose – Why EQ Matters More than IQ by Andy Wiedlin, Chief Revenue Officer, BuzzFeed
 

Native Advertising Seminar: Social Sharing with a Purpose – Why EQ Matters More than IQ by Andy Wiedlin, Chief Revenue Officer, BuzzFeed

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Social is the new starting point for how we discover and share news with our friends. Brands now have a unique opportunity to connect and engage users by creating social content that users want to see ...

Social is the new starting point for how we discover and share news with our friends. Brands now have a unique opportunity to connect and engage users by creating social content that users want to see and most importantly, share. Andy showed why EQ matters more than IQ in social advertising and why distribution is just as important as creating quality content.

View the video of this presentation here: http://www.iabaustralia.com.au/events-training/recent-events-and-training/item/1512-iab-native-advertising-seminar

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    Native Advertising Seminar: Social Sharing with a Purpose – Why EQ Matters More than IQ by Andy Wiedlin, Chief Revenue Officer, BuzzFeed Native Advertising Seminar: Social Sharing with a Purpose – Why EQ Matters More than IQ by Andy Wiedlin, Chief Revenue Officer, BuzzFeed Presentation Transcript

    • Native Advertising Seminar 31 January 2014 IAB Native Advertising Seminar © 2014 IAB Australia Pty Ltd January 2014
    • #iabnative IAB Native Advertising Seminar © 2014 IAB Australia Pty Ltd January 2014
    • Social Sharing with a Purpose – Why EQ Matters More Than IQ Andy Wiedlin Chief Revenue Officer BuzzFeed IAB Native Advertising Seminar © 2014 IAB Australia Pty Ltd January 2014
    • Social Sharing With a Purpose: Why EQ Matters More Than IQ Andy Wiedlin @acwiedlin 3
    • BuzzFeed creates content people want to share. 100M+ monthly UVs 4
    • Total Traffic Over the Last 2 Years (Monthly UVs) 133.5M GA Global UVs in December 2013 Unique visits per month 5
    • “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 6
    • Agenda Native < Social Social changes everything Social Storytelling for brands Examples and discussion 7
    • 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. 8
    • Native is good, social is better. 9
    • 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-ofmouth marketing 10
    • The Facebook Test 11
    • Why do people share things? 12
    • Content is about identity. 13
    • Have a heart 14
    • Capture the moment. 15 15
    • Humor is social. 16
    • So are human rights. 17 17
    • Don’t post things people are embarrassed to share. 18
    • If content is social, ads can be too. 19
    • Like Good TV, Ads: Tell a story Involve people emotionally Are not heavyhanded 20
    • The BuzzFeed Story Unit In-stream and contentrich 21
    • The same hat, just tinier. Justin Bieber’s yellow Lamborghini 22
    • Watching the train pull up right as you get to the platform Achieving the perfect ratio of cream to sugar to coffee 23
    • Australia: Caesar Salad New Zealand: Roast Chicken 24
    • 25
    • 26
    • Guacamole hummus Soup dumplings 27
    • Rub excess eye cream into your cuticles. Use a dab of aspirin to treat a pimple. 28
    • Be a relevant voice to your audience. 29
    • Attracting a Young Audience Median Audience Age for the Top US News Properties Source: comScore for websites, NYTimes for networks 31
    • This is not new. 32
    • Measure Earned Engagement 33
    • Always-on marketing 34
    • Oreo 35
    • This little bridge you see daily is perhaps the most iconic in the world. You walk hills everyday. Your calves are HUGE. 36
    • Spend more, get more. Average CPE by spend level Average social lift by spend level Social Lift CPE Higher spend = better lift Spend level over time Higher spend = better CPE Spend level over time 37
    • Social Video Mobile 38
    • Social Mobile Video 39
    • 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! 40
    • Discussion Andy Wiedlin @acwiedlin AndyW@BuzzFeed.com 41