"Crowdsourcing" is an appealing new option for marketers who want to spread their advertising messages through low-cost peer-to-peer channels. Enthusiasts can be recruited to become brand advocates for products that they love, spreading the word through their social networks, Facebook friendships and Twitter streams. Contests are an increasingly popular means of leveraging customer creativity to build grassroots campaigns. This presentation from a PRSA webinar features examples of successful customer-generated advertising promotions in both business-to-consumer and business-to-business contexts. Attendees learned: Appropriate scenarios for applying crowdsourced promotion How to generate ideas that spur customer creativity Low-cost incentives to build participation Basics of measuring results

1. Consumer-Generated Advertising Paul Gillin Paul Gillin Communications

2. What’s the Magic?

4. What’s So Special?

6. What’s the Secret?

10. The Way We’re Going

13. Consumer trust level by source We Trust Strangers

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

15. More than 9,500 BzzScapes created since May

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

17. 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.

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

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

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

21. Deputized Designers

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

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

25. Success Secrets

26. “ 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

27. Choose Appropriate Outlets Source: Elliance, Inc.

28. Be Remarkable

29. 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

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

31. Publish Everywhere

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

33. Make It Shareable

34. Encourage People Streams Source: Elliance, Inc.

35. Engage Popular People

36. 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