Consumer-Generated Advertising Paul Gillin Paul Gillin Communications

What’s the Magic?

What’s So Special?

What’s the Secret?

These Videos Are… Memorable Remarkable Adaptable Offbeat Fun Genuine “ In most instances, if someone’s willing to buy your product, then they’re willing to engage with it.” Darren Paul, NightAgency

Memorable

Remarkable

Adaptable

Offbeat

Fun

Genuine

The Way We Were Message Impressions Reach & Frequency Retention CPM Recall Share of Voice Coverage Rate Base

Message

Impressions

Reach & Frequency

Retention

CPM

Recall

Share of Voice

Coverage

Rate Base

The Way We’re Going

Old Media Facts Magazine newsstand sales fell 12% in 2008 and have dropped another 22% this year. TV Guide was sold in October for $1, or $2 less than a single copy. 2009 TV station ad revenue to drop 20 - 30% ( B e rnstein Research) NBC prime time audience down 14.3% in the past year. Cost of reaching 1,000 households with 30-second TV spot in 1986: $8.28 In 2008: $22.65 (Media Dynamics) NBC and CBS execs have publicly entertained the possibility of becoming cable channels. Age of average network evening news viewer: 63

Magazine newsstand sales fell 12% in 2008 and have dropped another 22% this year.

TV Guide was sold in October for $1, or $2 less than a single copy.

2009 TV station ad revenue to drop 20 - 30% ( B e rnstein Research)

NBC prime time audience down 14.3% in the past year.

Cost of reaching 1,000 households with 30-second TV spot in 1986: $8.28

In 2008: $22.65 (Media Dynamics)

NBC and CBS execs have publicly entertained the possibility of becoming cable channels.

Age of average network evening news viewer: 63

New Truths “ Brand loyalty will be earned over time through consistent positive experiences and engagements with a product, service or company. ” Paul Isakson, Space150 “ We don’t ask consumers what they want. They don’t know. Instead we apply our brain power to what they need, and will want, then make sure we’re there, ready.” Akio Morita, Co-Founder, Sony

“ Brand loyalty will be earned over time through consistent positive experiences and engagements with a product, service or company. ”

Paul Isakson, Space150

“ We don’t ask consumers what they want. They don’t know. Instead we apply our brain power to what they need, and will want, then make sure we’re there, ready.”

Akio Morita, Co-Founder, Sony

Consumer trust level by source We Trust Strangers

“ Never underestimate the extent to which people want to be involved in advertising.” Dave Balter, Founder/CEO, BzzAgent

More than 9,500 BzzScapes created since May

Mainly Good Things People are six times more likely to post positive comments about brands as negatives ones

Many Watch, Few Contribute Benchmark average Spectators Only read, never post. Joiners/Collectors 10 or less posts/month. Creators/Critics 10 to 100 posts/month. Superusers More than 100 posts/month.

Types of CGA Spontaneous Embrace or Ignore? Scary Mary McNuggets Rap

Types of CGA Competition High Upside High Risk TopCoder Programming Contest P&G Talking Stain

Types of CGA Co-Creation Tap Enthusiasts’ Creativity Champion Hoodie Remix Flixter Movie Quiz

Deputized Designers

Types of CGA Community P&G’s BeingGirl Spiceworks Share ideas or problems

Types of CGA Entertainment Subdued Branding WinWithDell.com ThomasNet Gears of Doom

Pros & Cons of CGA Very low cost Rapid proliferation Innovative ideas High level of engagement Long lifespan Media awareness Lack of control Negativity Poor quality Poor response Overwhelming response Message dilution Imprecise metrics On the one hand… But then again…

Very low cost

Rapid proliferation

Innovative ideas

High level of engagement

Long lifespan

Media awareness

Lack of control

Negativity

Poor quality

Poor response

Overwhelming response

Message dilution

Imprecise metrics

Success Secrets

“ What’s great about consumer-generated advertising is that it’s about us. It’s about our own stories. Often you have to disconnect from the brand to make the story memorable and repeatable.” Dave Balter, Founder/CEO, BzzAgent

Choose Appropriate Outlets Source: Elliance, Inc.

Be Remarkable

Be Genuine “ We want to make production values as high as they need to be to tell the story, but not so high that they get in the way of the story. If we started using typical TV commercial product shots, our audience would tune out.” Stephen Voltz, Eepybird.com

Personalize Cherry Coke Visualizer Jones custom soda labels Gatorade arcade Dove Reality Diaries Nike Custom Shoe Studio

Publish Everywhere

Tell People About It And yes, e-mail too!

Make It Shareable

Encourage People Streams Source: Elliance, Inc.

Engage Popular People

Thank you! Paul Gillin 508-202-9807 [email_address] www.gillin.com Twitter: @pgillin Available on Amazon or from w ww.NewInfluencers.com Available on Amazon or from www.SSMMBook.com