Collaborative content presentation from Duke University #MMSocial conference, March 2nd 2018.

1. Influencers, Crowd-sourcing & UGC:
The Future of People Produced Media

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why Content?
Image Source: Wells Fargo Blog
Ads don’t play here…

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The new purchase funnel…
…wherever the shopper decides
© 2017 Prevailing Path, LLC All rights Reserved

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Defining Content Marketing
“Content marketing is a strategic marketing approach focused on
creating and distributing valuable, relevant, and consistent content
to attract and retain a clearly defined audience — and, ultimately, to
drive profitable customer action.”
Content Marketing Institute

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Content is the engine that drives modern
media and content from ‘people like me’ is by
far the most engaging. Social platforms have
taken note and are honing their algorithms to
prioritize people produced content.
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Overview

6. Photofy, Inc.| Privileged & Confidential
Brands need a constant supply of fresh, relevant and authentic
content to engage shoppers along the new path to purchase.
FACEBOOK IS PRIORITIZING POSTS FROM
FRIENDS AND FAMILY AND MAKING
ORGANIC BRAND REACH IMPOSSIBLE.
Facebook feed change sacrifices time spent and news outlets for ‘well-being’ - Techcrunch
How do you scale
friends and family?
what’s the PROBLEM?

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In 2008, Walmart Elevenmoms became
both a voice and a connector for Walmart
shoppers. Money-saving influencers
created and shared content about their
experiences with Walmart’s products and
services with their audiences.
The collaborative voices on the
Elevenmoms created a new kind of
shopper media
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Influencers, Crowd-Sourcing & UGC
Walmart Elevenmom - Amy Clark of MomAdvice

8. Photofy, Inc.| Privileged & Confidential
“Targeted savings messages will be delivered via social
networks and cell phones. The new “Eleven Moms” blog
offers economizing tips and in-store media network Wal-
Mart Smart presents customized content on 27,000
screens. This three-prong strategy will help determine how
to best mix private label, exclusive label, and national
brand products into shelf sets.”
Elevenmoms helped connect
Walmart’s marketing to new
shopper media behavior.
source: Best Retail Brands 2009, Interbrand
building Commercial Influencer Marketing

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Private
Community
Discussions
Walmart leveraged Elevenmom’s Social Shopping to understand the
iPhone purchase experience.
As influential shoppers shared content about their experience, something unexpected happened, it affected
the search results connecting product and channel; Social Shopping was born.
Path to Purchase Shops Content Creation & Sharing Organic SEO Impact
mapping the Shopper’s Path

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Traditional media is relatively
easy to scale
Creating content at social scale
is difficult to achieve
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creating Content Scale

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why Influencers?
Engagement rates are dramatically
higher for people with smaller
audiences creating a large
opportunity for personal influencers.

12. Photofy, Inc.| Privileged & ConfidentialPhotofy, Inc.| Privileged & Confidential
Photofy solves key content
marketing problems through
collaborative content creation via
a simple tool that enables the
production of beautiful, on-brand
content by employees, partners,
agencies and customers.

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Powerful social content creation
within brand guidelines at your
fingertips!
• Private (Permission based)
• Customized Workflow
• Templates
• Custom Artwork
• Stock Photos
• Repost
• Calendar (Schedule content)
• Content Reporting (Channel
tracking, # of Shares)
• Subscriber Notifications

15. A core function of Photofy is the ability to share branded and
customized photos to your choice of social networks.
When users access brand packages, events and experiences
you company can customize pre-filled hashtags to track
specific campaigns, events, trends, products, channels, etc.
This will ensure greater visibility across networks.
shanring functionality

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17. The Oscar Mayer Wienermobile is one of the most iconic and recognizable
vehicles of our time. There are six 27 foot long vehicles that travel thousands
of miles a year and interact with thousands of fans. Oscar Mayer needed a
special way to document and share the Weinermobile experience and Oscar
Mayer brand with fans.
RESULTS
“Since 1936, when the first Wienermobile hit the road, people have been
wanting to get a picture with our giant hot dog on wheels. Photofy has
helped us contemporize and make a special picture a little more special.
We provided people with options to personalize their photos which
encouraged greater sharing in the digital space. This sharing helped Oscar
Mayer reach more people and make stronger connections with families all
across the country.”
Ed Roland – Oscar Mayer, Sr. Experiential Marketing Manager
CHALLENGE
case study Oscar Meyer

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story
Lifetime Fitness Takes Advantage of Mass Member Team
Lifetime fitness operates 127 different gyms across 27 states with over 30,000+ team
members. Relying heavily on individual contributors at each location to run content and
promotions, they needed a solution that would help increase the amount of quality social
content.
goal
Team Member Integration Into Social Media Marketing Mix
Lifetime wanted to empower their team members to become creative, local brand
advocates for their individual locations. But, they also needed to also maintain a level of
brand control. This necessitated a simpler and faster solution to streamline employee
advocacy across several social media channels.
solution
Increased Engagement and Less Time to Post
Lifetime Fitness utilized Photofy’s custom brand templates and creative to arm team
members with the assets necessary to create amazing, on-brand content in real time
and post across various social networks. With Photofy’s ProShare feature, the brand
was able to pre-design quality branded posts with text, notify employees at the
conference to share, and enable one click for employee’s to post. This resulted in the
having 6,000 team members create over 83,000 piece of quality content last year alone.
case study LIFETIME FITNESS