Content is king, amplification is queen feb 2013

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An introduction to social video and the realities of the digital media landscape in early 2013...

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  • eMarketerDemographic Profile—MillennialsPew Research CenterMILLENNIALSConfident.Connected.Open to Change.Note: 18-34 is a commonly used age bracket among research firms
  • eMarketerDemographic Profile—MillennialsPew Research CenterMILLENNIALSConfident.Connected.Open to Change.Note: 18-34 is a commonly used age bracket among research firms
  • The top two time sucks for Millennials include using the internet (20 + hours per week), and watching TV (15 hours). Social networking (9 hours/week) and listening to MP3s come in as close seconds (8.5 hours/week). Playing console videogames is also a significant time-consuming hobby for Millennials (8.5 hours/week), especially when looking at just males (10.5 hours/week). Estimated 87% of Millennials watch online video monthly, 63% watch online video weeklyMillennials also spend significantly less amount of time with traditional TVWhile many still watch TV, there is less importance among Millennials than other age groupsTraditional TV will become even less important as Netflix, Hulu, and Amazon Instant continue to grow and improve
  • Content is king, amplification is queen feb 2013

    1. 1. CONTENT IS KINGAMPLIFICATION IS QUEEN
    2. 2. Generation SocialSpending power Influences another exceeds £600 £270 billion in billion spending Biggest generation in High life-time valuespending power by 2015
    3. 3. From 25-50% of the population More than a fourth of the UK population, about 1/3 of the US populationSource: eMarketer, Jenks, Jared, Jennifer Pearson, and Hilary Rengert. "Demographic Profile--Millennials." EMarketer, May 2011.
    4. 4. Media Habits+50 hours on internet vs +15 hours on TV
    5. 5. The internet is changing shapeSearch, Portals, Email Curated social platforms
    6. 6. Personalised media
    7. 7. A change of power
    8. 8. A fundamental flaw in socialTechnorati Medias report found that just 10% of the total digital marketing budget is devoted toa social ad strategy. From the social media budget, 57% goes towards Facebook ad buys, 13% atYouTube video ads and another 13% at Twitters sponsored tweets. By contrast, just 6% is spent P2P on influencers and 5% on blogs. Source: Technorati study, 2013 (http://technoratimedia.com/report/)
    9. 9. Problem is that users don’t agree The report essentially suggest that one key influencer could be worth 1,000 random followers on Facebook or Twitter in terms of their subsequent influence on their audience. P2PSource: Technorati study, 2013 (http://technoratimedia.com/report/)
    10. 10. “Real” social is key for amplification P2PSource: eMarketer: “Preferred method of sharing positive experiences with a brand/product according to US Internet users”, September 2011
    11. 11. CONTENT IS KING
    12. 12. “Content marketing is marketers becoming publishers; owning the media instead ofrenting it. It is about attracting and retainingcustomers by creating and curating valuable,compelling and relevant content to maintain or change behavior.” - Joe Pulizzi, Content Marketing Institute
    13. 13. Algorithms turn towards Engagement Google’s Panda and Penguin updates puts increasing focus on bounce rate, swell time Popular tweets will enter the top of people’sand social actions. At long last SEO is returning search results and guarantee exposure. to content quality over quantity Followers and engagement needed. Facebook will show your posts to an Youtube is moving away from the view increasing audience depending on counter itself being dominant for rank and engagement of the page in general and in towards engagement metrics like view to particular the individual piece of content. end, likes, shares, comments
    14. 14. MEASUREMENT & INSIGHTS Performance: Impressions Views % Delivery Viewing: Avg. session (sec) % complete views Total hours Actions: Clicks Shares Embeds Insights: Benchmark Impact Earned media
    15. 15. Learnings from a big jump RED BULL From renting to owning media From ads to assets #1 in gv social video equity 100 The long idea – 5 years It doesn’t get more global Art of Flight almost as good
    16. 16. Here’s how it stands
    17. 17. Learnings from a big jump RED BULL From renting to owning media From ads to assets #1 in gv social video equity 100 The long idea – 5 years It doesn’t get more global Art of Flight almost as good
    18. 18. AMPLIFICATION IS QUEEN
    19. 19. Why did goviral startThe probability that people will watch your content? Something like… 0,0001%
    20. 20. How video lives on the webIN EDITORIAL CONTENT IN ALL SOCIAL CHANNELS ON ALL PLATFORMS
    21. 21. HOW DOES IT LOOK?Platforms Desktop Devices (Exactly like any other native video)
    22. 22. VOLVO FHFIRST NEW TRUCK IN 18 YEARS
    23. 23. Big tweets came toHELP us BIG TWEETS TO help
    24. 24. ENGAGEMENT IS KEY Amplification Destination to user User to UserSharing
    25. 25. IT STARTS WITH A BIG SPLASH FIRST DAY OF CAMPAIGN500.000 +2,100 views Twitter profiles Multiple organic versions on +1,200 +20,000 CNN/ABC/FOX + Global sites Facebook shares
    26. 26. OVERALL SUMMARY OF ACTIVITYPerformanceThe campaign reached:+200 countries+71,000 sites!+70m people exposedTotal viewing time: 64,378 hoursClicks: 197,887 (8.92% CTR)Impressions: 87.5 mil (5% CTP)Booked views: 1,800,000YouTube Views: 6,588,841YouTube Honors: #1 in 16 markets in AutoOverall ROI (See next slide): 32:1 on 600k EUR
    27. 27. MEDIA VALUEMEDIA VOLUME ESTIMATED VALUECNN 3 minute spot € 1,580,400Fox 40 second spot € 326,250German Television Total of 24 minutes € 3,528,000ABCnews.com 1½ minute spot € 675,000RTL Croatia 1½ minute spot € 11,250TeleMadrid 30 second spot € 73,500LaSexta 1½ minute spot € 110,250Cuatro 15 second spot € 18,375Antenna3 1 minute spot € 147,000Autoplus 30 second spot € 73,500StarTV Turkey 1 minute spot € 75,000Australian TV 1 minute spot (est.) € 147,000Japanese TV 1 minute spot (est.) € 247,000Free organic views 4,951,249 € 801,712Extra user videos 81,716 € 17,160Other video players 520,000 € 225,200Goviral Impressions 111,290,735 € 1,112,907YT impressions 29,000,000 € 290,000Online/Offline Editorials 40,000 € 10,000,000Social Actions 103,727 € 650,000Total € 20,109,504
    28. 28. “Pitch any TV executive an idea for a show,and no matter how good that idea, his firstquestion will be; “can the show sustain itself into seasons two, three and beyond?”Marketers should apply the same principle. How will the idea scale to become an entertainment brand?” - Mike Wiese, Head of Entertainment, JWT
    29. 29. THE LONG VIEW OF AMPLIFICATION OWNED RENTED DISTRIBUTED CHANNELS CHANNELS CHANNELSPUBLICATION SYNDICATION AMPLIFICATION VOLUME OF AUDIENCE
    30. 30. THE ROADMAP Create Amplify Measure From ads to assets From recipient to active user Engagement over exposure From programmatic buying to From impression and reach From display and 0:30 to native amplification tactics based measurement to actualsocial content and 60-600 sec and channels user actions and social impact
    31. 31. THANK YOU@MADSHOLMEN

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