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What Is Brickfish?


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Presentation for the UCSD marketing students in San Diego, CA.

Published in: Business, Technology
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What Is Brickfish?

  1. 1. Presenters Nichole Goodyear , Co-Founder & Chief Operating Officer Stephanie Gulley , Program Analyst <ul><li>UCSD Marketing via New Media </li></ul>
  2. 2. What is Brickfish ? <ul><li>Started Nov 2005 </li></ul><ul><li>San Diego Based Web 2.0 Company </li></ul><ul><li>Funded by top Venture Capital Co’s from Silicon Valley </li></ul><ul><li>Brickfish is a social media advertising platform that taps into the power of consumer driven marketing on the Internet. </li></ul><ul><li>Clients use the Brickfish platform to launch online advertising and marketing campaigns that spark the creation of brand-focused UGC, such as blogs, images, video and audio. </li></ul><ul><li>This content is virally shared from consumer to consumer via, client websites and hundreds of social media sites, blogs, email, IM and more. </li></ul><ul><li>Using our patent pending technologies we track all consumer engagements and bill via a Cost Per Engagement® model . </li></ul>®
  3. 8. Campaign Report Summary <ul><li>Total Engagement (E-Score) </li></ul><ul><ul><li>The sum of all engagement activities: entries, reviews, votes, and views </li></ul></ul><ul><li>Avg. activity by type of engager </li></ul><ul><li>Avg. time spent engaging in a campaign </li></ul>Report Page 1 <ul><li>Entry engagement ratio represents the average number of reviews, votes, and views an entry drives in a campaign </li></ul>Report Page 3
  4. 9. Campaign Report Summary <ul><li>Track user activity by source </li></ul><ul><ul><li>Brickfish </li></ul></ul><ul><ul><li>Client </li></ul></ul><ul><ul><li>Viral </li></ul></ul>Report Page 3 <ul><li>Campaign Engagement </li></ul><ul><ul><li>Brickfish or Powered by Brickfish Site </li></ul></ul><ul><ul><li>Propagation Player </li></ul></ul><ul><ul><li>Engagement Grid </li></ul></ul><ul><li>Campaign Views </li></ul><ul><ul><li>Members </li></ul></ul><ul><ul><li>Visitors </li></ul></ul><ul><ul><li>Views Across the Internet </li></ul></ul>Report Page 11
  5. 10. Campaign Report Summary <ul><li>Campaign Demographic Breakout </li></ul><ul><ul><li>Engagers x Gender </li></ul></ul><ul><ul><li>Creators x Gender </li></ul></ul><ul><ul><li>Top 10 Cities </li></ul></ul><ul><ul><li>Top 10 States </li></ul></ul>Report Page 13 <ul><li>Moderation Activity </li></ul><ul><ul><li>Total number of entries </li></ul></ul><ul><ul><li>Flagged </li></ul></ul><ul><ul><li>Removed </li></ul></ul>Report Page 14
  6. 11. Viral Activity <ul><li>Propagated Content </li></ul><ul><ul><li>Percent (%) of unique entries posted across the Internet </li></ul></ul><ul><ul><li>Total Views from shared content </li></ul></ul><ul><ul><li>Total Clicks from shared content </li></ul></ul>Report Page 3 <ul><li>Top 10 Entries Posted </li></ul><ul><li>Top 10 Viewed </li></ul><ul><li>Top 10 Most Viral </li></ul>Report Page 5-10
  7. 12. Detailed Viral Activity <ul><li>Full breakout of websites and URLs </li></ul><ul><li>Top 20 Entries Posted </li></ul><ul><li>Top 20 Viewed Entries </li></ul><ul><li>Top 50 URLs </li></ul>
  8. 13. Case Study Design a T-Shirt for Honest Foods <ul><li>Challenge </li></ul><ul><ul><li>Build awareness of Honest Foods to health conscious consumers </li></ul></ul><ul><li>Solution </li></ul><ul><ul><li>Launched the “Design a T-Shirt for Honest Foods” contest to build brand awareness </li></ul></ul><ul><ul><li>Sent samples of Honest Foods products to participants </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>Reach: 10,384 URLs </li></ul></ul><ul><ul><li>Campaign E-Score TM : 1,718,246 </li></ul></ul><ul><ul><li>Time spent with Brand: 10 minutes per unique core engager </li></ul></ul><ul><ul><li>Virality: 88% of viewers were viral </li></ul></ul>“ You can’t see my victory dance but I’m doing it in my office…I am still blown away by the quality of entries.” Andrews Aussie, Owner (Honest Foods)
  9. 14. Case Study What if Ur Undies Had the Last Word… <ul><li>Challenge </li></ul><ul><ul><li>Build awareness of sexual health and educate the target demographic (age 14 - 24) about all types of STDs – not just HIV / AIDS </li></ul></ul><ul><li>Solution </li></ul><ul><ul><li>Promotional efforts targeted the African American community and young adult population </li></ul></ul><ul><ul><li>Launched the ISIS “What if Ur Undies Had the Last Word…” contest to open-up the conversation and dialog about sexual health online </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>Reach: 3,477 URLs </li></ul></ul><ul><ul><li>Frequency: 6-7 engagements per participant </li></ul></ul><ul><ul><li>Time spent with Brand: 23 minutes per unique core engager </li></ul></ul><ul><ul><li>Virality: 91% of viewers were viral </li></ul></ul><ul><ul><li>Campaign E-Score TM : 593,706 </li></ul></ul><ul><ul><li>Continues to generate engagement after close </li></ul></ul>“ Brickfish ® has taught and given us so much. How movement happens and how sharing occurs. They do everything for you and make it so easy.” Deb Levine, Executive Director (ISIS)
  10. 15. Case Study Be a Milk Rock Star with Rascal Flatts <ul><li>Challenge </li></ul><ul><ul><li>To make milk ‘cool for kids’ by promoting Media in conjunction with real rock stars. </li></ul></ul><ul><li>Solution </li></ul><ul><ul><li>Promotional efforts targeted the teen (13-18) demographic. </li></ul></ul><ul><ul><li>Launch the “Be a Milk Star with Rascal Flatts” contest which associates the Brand and milk with a popular artist. </li></ul></ul><ul><ul><li>Utilize Brickfish® sharing features to virally spread awareness of Media. </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>Reach: 8,872 URLs </li></ul></ul><ul><ul><li>Frequency: 11-12 engagements per participant </li></ul></ul><ul><ul><li>Time Spent with Brand: 11.5 minutes per unique core engager </li></ul></ul><ul><ul><li>Virality: 80% of videos shared </li></ul></ul><ul><ul><li>Campaign E-ScoreTM: 3,743,770 </li></ul></ul>
  11. 16. Consumers Design a Coach Tote
  12. 17. Coach Sample Consumer Entries
  13. 18. Organic Branded Content Reviews
  14. 19. Organic Branded Content Reviews