P&gpresentation sr 7_7_10

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  • P&gpresentation sr 7_7_10

    1. 1. Early Social Networking The Washington Post - July, 2004 media
    2. 2. Early Social Networking media
    3. 3. Early Social Networking
    4. 4. Early Social Networking
    5. 5. Early Social Networking
    6. 6. Entertainment Blogs Videos Groups Adoption Coupons Virtual Gifts Socializing Breed Info Local Info Forums Answers
    7. 7. • 7M active monthly pet owners
    8. 8. • 7M active monthly pet owners • 200M ad views +60M through retargeting
    9. 9. • 7M active monthly pet owners • 200M ad views +60M through retargeting • 3M pet profiles • 4M monthly video views - with pre roll, post roll, and bumpers
    10. 10. • 7M active monthly pet owners • 200M ad views +60M through retargeting • 3M pet profiles • 4M monthly video views - with pre roll, post roll, and bumpers • 60M monthly unique visitors through partners’ networks
    11. 11. • 7M active monthly pet owners • 200M ad views +60M through retargeting • 3M pet profiles • 4M monthly video views - with pre roll, post roll, and bumpers • 60M monthly unique visitors through partners’ networks • 1M pet owners organized in channels on:
    12. 12. • Social Media • Image Searching • Humor • Adoption • Photo Sharing • Information • Blogs • Mobile • Coupon Delivery • Video It’s about us taking your brand to where the conversations are taking place.
    13. 13. Ad networks are not networked...
    14. 14. Ad networks are not networked... Site Site Site Site Site Site Site Site
    15. 15. Ad networks are not networked...
    16. 16. Problems with networks:
    17. 17. Problems with networks: • Transparency - Measurement - Control
    18. 18. Problems with networks: • Transparency - Measurement - Control • Audience Size ≠ Audience Penetration
    19. 19. Problems with networks: • Transparency - Measurement - Control • Audience Size ≠ Audience Penetration • Not All Pet Content is Created Equally 
    20. 20. Brand
    21. 21. Brand website ads twitter homepage takeover facebook widget newsletter
    22. 22. Brand website ads twitter homepage takeover facebook widget newsletter
    23. 23. Brand Brand Brand Brand Brand Brand Brand Brand Brand
    24. 24. Brand
    25. 25. Our ad network IS networked.
    26. 26. The 12 action sets: • Twitter • Comments/Fans • Facebook • Forum Posts • Videos • Content Channel Takeovers • RM Banners • Emails • Coupon Delivery • Virtual Gifts • Custom Elements • Mobile
    27. 27. The 12 action sets: • Twitter • Comments/Fans • Facebook • Forum Posts • Videos • Content Channel Takeovers • RM Banners • Emails • Coupon Delivery • Virtual Gifts • Custom Elements • Mobile
    28. 28. The traditional network approach: Brand
    29. 29. The traditional network approach: • 50M Rich Media Banners • 3M HP/NL Impressions Brand • Email collection for crm • Offsite Coupon for Redemption • Micro-Site Delivered across 20 sites: $180,000
    30. 30. Properly networked, we effectively apply and measure campaign objectives in a controlled environment... Brand
    31. 31. Properly networked, we effectively apply and measure campaign objectives in a controlled environment... Brand
    32. 32. Properly networked, we effectively apply and measure campaign objectives in a controlled environment... • 5M Homepage Takeover Impressions  • 20M Banner Ads • Virtual Gifts • Group Page Live • Coupon for Download • Twitter/Facebook Strategy
    33. 33. Properly networked, we effectively apply and measure campaign objectives in a controlled environment... • 5M Homepage Takeover Impressions  • 20M Banner Ads • Virtual Gifts • Group Page Live • Coupon for Download • Twitter/Facebook Strategy
    34. 34. Properly networked, we effectively apply and measure campaign objectives in a controlled environment... • 2M Interacted with Takeover Creative • 20M Banner Ads • Virtual Gifts • Group Page Live • Coupon for Download • Twitter/Facebook Strategy
    35. 35. Properly networked, we effectively apply and measure campaign objectives in a controlled environment... • 2M Interacted with Takeover Creative • 1.6M Saw Banner Ads • Virtual Gifts • Group Page Live • Coupon for Download • Twitter/Facebook Strategy
    36. 36. Properly networked, we effectively apply and measure campaign objectives in a controlled environment... • 2M Interacted with Takeover Creative • 1.6M Saw Banner Ads • 300k Gave/Received Virtual Gifts • Group Page Live • Coupon for Download • Twitter/Facebook Strategy
    37. 37. Properly networked, we effectively apply and measure campaign objectives in a controlled environment... • 2M Interacted with Takeover Creative • 1.6M Saw Banner Ads • 300k Gave/Received Virtual Gifts • 30k Joined Group  • Coupon for Download • Twitter/Facebook Strategy
    38. 38. Properly networked, we effectively apply and measure campaign objectives in a controlled environment... • 2M Interacted with Takeover Creative • 1.6M Saw Banner Ads • 300k Gave/Received Virtual Gifts • 30k Joined Group  • 10k Coupons Delivered • Twitter/Facebook Strategy
    39. 39. Properly networked, we effectively apply and measure campaign objectives in a controlled environment... • 2M Interacted with Takeover Creative • 1.6M Saw Banner Ads • 300k Gave/Received Virtual Gifts • 30k Joined Group  • 10k Coupons Delivered • 100k Tweets/Facebook Posts 
    40. 40. • Febreze = Pet Adoption • 3M Uniques saw Ad creative • 700,000 Virtual Gifts given • 300,000 Pet pages with Febreze Branding • 30,000 people joined group / crm • 2,000,000 Emails sent
    41. 41. Making social media and digital media work is all about rewarding and measuring directed behaviors:
    42. 42. Making social media and digital media work is all about rewarding and measuring directed behaviors: • Tweets /Re-Tweets  • Facebook Wall Posts  • Forum Posts  • Uploading Images  • Watching YouTube videos • Checking in with FourSquare • And any other trackable action online Ultimately, it’s about location based coupon delivery.
    43. 43. Take Chuck, for example:
    44. 44. Take Chuck, for example:
    45. 45. Take Chuck, for example:
    46. 46. Take Chuck, for example:
    47. 47. Take Chuck, for example:
    48. 48. Take Chuck, for example:
    49. 49. Take Chuck, for example:
    50. 50. FourSquare check-ins *Any FourSquare location *Time-boxed (set start & stop times for rewards) YouTube video favorite & comment *View and favorite or comment upon any video on YouTube *Time-boxed (set start & stop times for rewards) *View video on YouTube or via embedded player Visiting your Brand site Visiting your Retail partners site
    51. 51. Weekly winner from Mission: Chuck Me Out picture of self with prize pack as Facebook profile image What if this were a picture of a happy customer, holding a bag of newly purchased Pet food, in front of a geo-targeted Petco, having used a coupon we just delivered to his iphone?

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