Crowdsourcing User Generated Advertising Zooppa


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The practice of crowdsourcing user-generated advertising from Zooppa, the world's largest source of user-generated ads. This webinar explores the economics and benefits of, the best practices for, approaches to and how to measure user-generated advertising campaigns.

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Crowdsourcing User Generated Advertising Zooppa

  1. 1. CROWDSOURCING for MARKETERS User-generated Advertising  Brand Engagement  Consumer Insights February 17th, 2010 Webinar
  2. 2. What Do You Think of Crowdsourcing? <ul><li>Creative genius or mediocrity? </li></ul><ul><li>Cutting edge or risky? </li></ul><ul><li>Practical or experimental? </li></ul>
  3. 3. Poll: Have You Ever Crowdsourced Advertising? Wil Merritt, CEO | Arik Abel, Partnerships
  4. 4. Agenda <ul><li>Introductions </li></ul><ul><li>Economics of user-generated advertising </li></ul><ul><li>Benefits of user-generated advertising </li></ul><ul><li>Crowdsourcing approaches and cases </li></ul><ul><li>Best practices for user-generated advertising campaigns </li></ul><ul><li>What You Can Measure </li></ul>
  5. 5. About Zooppa <ul><li>Turn-key solution for brands and agencies to run user-generated advertising campaigns </li></ul><ul><li>Community of 54,000 creatives and consumers </li></ul><ul><li>Clients include Google, Nike, Hershey’s, Microsoft, Mini Cooper… over 75 campaigns to date </li></ul><ul><li>Platform + Community + End-to-end Management </li></ul>
  6. 6. Brands Already Crowdsourcing
  7. 7. Economics of User-generated Advertising <ul><li>Online ad inventory up = more content </li></ul><ul><li>Traditional media ROI going down </li></ul><ul><li>Creative technology easier and cheaper </li></ul><ul><li>Communication getting faster </li></ul><ul><li>Organized communities ready to participate </li></ul>
  8. 8. Benefits of User-generated Advertising <ul><li>The power of numbers </li></ul><ul><li>Proactive conversation marketing </li></ul><ul><li>Perception is reality </li></ul><ul><li>Brand ambassador effect </li></ul><ul><li>Bang for your buck </li></ul>
  9. 9. The Power of Numbers <ul><li>Quantity and diversity of ideas </li></ul><ul><li>Each creator has a built in fan base </li></ul><ul><li>Mass participation in your advertising creation generates mass awareness </li></ul>
  10. 10. Proactive in the Conversation <ul><li>User-generated branded content is a conversation that already is going on </li></ul><ul><li>Like Twitter & Facebook conversations, but a “visual conversation” </li></ul><ul><li>Gives creatives a moderated, brand-safe, fun and engaging way to create </li></ul>
  11. 11. Perception is Reality <ul><li>Like a massive focus group returning creative visual interpretations </li></ul><ul><li>Creatives reflect on their own values and your brand platform and messaging </li></ul><ul><li>Result is a real-time real world look into consumer perception </li></ul>
  12. 12. Brand Ambassador Effect <ul><li>Consumers invest time and energy to understand the brand </li></ul><ul><li>Translates to a deep brand connection, affinity and evangelism </li></ul><ul><li>Pride, success, creative expression are emotional drivers for sharing the brand </li></ul>
  13. 13. Bang for Your Buck <ul><li>A fraction of the cost of traditional marketing activities </li></ul><ul><li>Scalable return on investment </li></ul><ul><li>Combination of content + engagement + awareness + consumer insight in one </li></ul>
  14. 14. Case Studies
  15. 15. Wil Merritt, CEO | Arik Abel, Partnerships <ul><li>Brand protection campaign </li></ul><ul><li>Elicit support from creative world </li></ul><ul><li>Print ads only </li></ul><ul><li>1,100 ads submitted </li></ul>Print
  16. 16. Wil Merritt, CEO | Arik Abel, Partnerships <ul><li>Launch of Chrome browser </li></ul><ul><li>Brief with 4 tech features </li></ul><ul><li>121 innovative videos </li></ul><ul><li>YouTube gallery </li></ul>Conceptual
  17. 17. <ul><li>Video sourcing </li></ul><ul><li>New company, tech brief </li></ul><ul><li>178 videos </li></ul><ul><li>Top contributors from N.C., </li></ul><ul><ul><li>Germany, Lithuania </li></ul></ul> Wil Merritt, CEO | Arik Abel, Partnerships Viral
  18. 18. <ul><li>900 ads </li></ul><ul><li>CEO wrote brief </li></ul><ul><li>Celebrity spokesperson </li></ul><ul><li>Tapped into community </li></ul><ul><li>Broadcast launch </li></ul><ul><li>Perception feedback </li></ul> Wil Merritt, CEO | Arik Abel, Partnerships “ The coolest part of the whole process is seeing the ideas… how they really think about our brand, about what you stand for and what your relationship is with the consumer.” — Stephen Jones, CEO TV
  19. 19. Poll: What Do You See as the Greatest Benefit of User-generated Advertising? Wil Merritt, CEO | Arik Abel, Partnerships
  20. 20. Crowdsourcing on Your Own <ul><li>Will you build a microsite, host on your own site? </li></ul><ul><li>Who is going to moderate the content and manage participants? </li></ul><ul><li>How will you promote the opportunity? </li></ul><ul><li>What will you offer for incentives? Is it enough? </li></ul><ul><li>How do you know if the submissions will come in? </li></ul><ul><li>How will you navigate the legal considerations? </li></ul>
  21. 21. Choosing a Crowdsourcing Partner <ul><li>Is there a community ready to create and a promotional team in place? </li></ul><ul><li>Is there community management and content moderation? </li></ul><ul><li>Is it original advertising content produced for the brand? </li></ul><ul><li>Are multiple creative formats available - video, design, banner, etc? </li></ul><ul><li>How is the content licensed for use by the brand? </li></ul><ul><li>Can they help you distribute the content? </li></ul><ul><li>Are all the legal details and terms & conditions in place? </li></ul>
  22. 22. Best Practices for Crowdsourcing Ads <ul><li>Defining objectives and selecting a theme </li></ul><ul><li>Offering Incentives and crafting a brief </li></ul><ul><li>Promoting and managing the campaign </li></ul><ul><li>Using the content </li></ul>
  23. 23. Defining Objectives & Selecting a Theme <ul><li>What’s most important - Content? Awareness? Engagement? Consumer insights? </li></ul><ul><li>How does your brand fit into consumers’ lives? </li></ul><ul><li>What conversations / user-gen content already exist online? </li></ul><ul><li>What message do you want to deliver? </li></ul><ul><li>How will you use the content? </li></ul>
  24. 24. Offering Incentives & Crafting a Brief <ul><li>Focus on benefits for the creator </li></ul><ul><li>Love for the brand, recognition (special juries, special placement), cash incentives </li></ul><ul><li>Aspirational theme over technical/feature-based </li></ul><ul><li>Choose one theme, not multiple </li></ul><ul><li>Offer a mix of jury selected and community selected </li></ul>
  25. 25. Promoting and Managing a Campaign <ul><li>Go where your audience lives online </li></ul><ul><li>Engage them in a way that “sticks” </li></ul><ul><li>Create urgency to participate soon </li></ul><ul><li>Moderate content with consistency </li></ul><ul><li>Give feedback on work as its submitted </li></ul><ul><li>Provide examples and resources to consider </li></ul><ul><li>Incentivize participants to help each other </li></ul>
  26. 26. Using the Content Wil Merritt, CEO | Arik Abel, Partnerships Digital display video and design content for in-hotel visitor experience Trade show videos and design for their B2B campaign “Start-up Essentials” Ran a holiday TV campaign for music artist Mika based on the winning video Secured #1 search rank for “Bread Geeks” with video; ideation for campaign to tech-savvy foodies Video and design work used as a creative focus group for consumer perception feedback and PR strategy 1. Promotion 2. B to B 3. Research 4. Pt of sale 5. SEO
  27. 27. What You Can Measure - Submissions <ul><li>300-1100 submissions per program </li></ul><ul><li>Drives engagement (avg time spend on ad page is 1:00 min, avg time with brand to create an ad is 6.5 hours) </li></ul><ul><li>Drives interactions (avg 125 votes& comments per submission) </li></ul><ul><li>Drives social propagation (every creative has a built in network of viewers) </li></ul><ul><li>Long shelf-life of digital content </li></ul>
  28. 28. What You Can Measure - Engagement <ul><li>Engagement Time with Brands in 2009 </li></ul><ul><li>200,000+ hours of creative production time for brands </li></ul><ul><li>200,000+ hours of engaging with ads (viewing, voting, commenting, sharing) </li></ul><ul><li>40,000+ hours reading creative briefs </li></ul>
  29. 29. What You Can Measure - Interactions & Impressions <ul><li>Interactions - Votes, Comments </li></ul><ul><li>~40,000 votes and comments per campaign </li></ul><ul><li>1 interaction = ~3 impressions </li></ul><ul><li>Impressions </li></ul><ul><li>Pageviews across hundreds of branded landing pages </li></ul><ul><li>Online conversations </li></ul><ul><li>Referral traffic from social networks </li></ul><ul><li>Valued as referrals on a peer-to-peer level </li></ul>
  30. 30. Poll: How Likely Are You to Add User-generated to the Marketing Mix in 2010? Wil Merritt, CEO | Arik Abel, Partnerships
  31. 31. Examples of User-Generated Ads Our recent white paper Subscribe to our newsletter Wil Merritt, CEO Zooppa 206-605-7828 [email_address] .com Arik Abel, Partnerships Zooppa 206-427-6263 [email_address] For More Info on Zooppa and User-generated Advertising…
  32. 32. Wil Merritt, CEO | Arik Abel, Partnerships CROWDSOURCING for MARKETERS User-generated Advertising  Brand Engagement  Consumer Insights February 17th, 2010 Webinar