Who is the audience? Discuss how @person-to-person-to-person” networking has impacted on the way messages are delivered to audiences
Bebo provides a number of ways through which marketers can connect to its users. These can be loosely split into to two camps from more traditional online media, where the marketer controls the message that is broadcast to a specific audience, through to what we call engagement solutions, where marketers are essentially seeding some control, in an attempt to not just convey a message to a group of users, but to become part of the conversation. These connections can be achieved in a number of ways and the tools that enable this are becoming richer every day, from branded content, quizzes, polls, skins, widgets/apps, profiles and integrations through to pioneering platforms such as Bebo’s Open Media and ‘Bebo Originals’ (original programming). In the interests of time I cannot elaborate on all of these today and will instead focus on one of the more recent innovations in this sphere – branded content and entertainment.
Bebo 09 Pt3
Youth seek… Friends Identity Fun! Community Self Expression Entertainment Bebo is a social media network which combines community, self-expression and entertainment to enable users to create, discover, participate and share What is Bebo? Identity Togetherness
Brands and Social Media Advertisers face unique opportunities in social media environments – Bebo’s proposition for brands include original programming sponsorships, video advertising around premium content, “engagement marketing,” and traditional online ad sales <ul><li>Sponsorships </li></ul><ul><li>Product integration </li></ul><ul><li>Pre-rolls </li></ul><ul><li>Companion banners </li></ul><ul><li>Brand Profiles </li></ul><ul><li>Skins </li></ul><ul><li>Widgets </li></ul><ul><li>Applications </li></ul><ul><li>MPUs </li></ul><ul><li>Banners </li></ul><ul><li>Skyscrapers </li></ul>Engagement Marketing Original Programming Traditional Online Ad Sales Video advertising / Open Media
1. Participants First Made Aware of Campaign on Mobile Home Page Spread the Luv with Coke! Send your friend a virtual Coke to let them know they make you happy. You’ll both get a luv and be able to do polls and photos on the Coke Happiness Factory! You’ve got 4 more invites today. 2. Participants send a virtual Coke happiness virtual award and recommend participation in Coke Web/Mobile group 3. Recipients of Coke Virtual Award Get a coke bottle emotion on their Bebo Mobile Site and viral recommendation to friends in Lifestream feed Web Mobile Spread the Luv with Coke! >> has given Sean a Happiness Award!
5. Bebo users click from e-mails to Coke Web and/or Mobile Feature Profile Pages. Campaign is coordinated across web AND mobile Web Mobile 4. Recipients receive a Bebo success message on web and/or mobile that drive to Bebo Coke Happiness Factory page via link
Coke Feature Profile received unprecedented traffic and participation, initiated by WAP, Web and SMS viral campaign that drove traffic to polls, commenting, photo upload and friending. Participants took polls via WAP, Web and SMS Bebo users upload Coke Happiness photos Directly from their phone on WAP or via Bebo Shortcode to #coke and wrote comments on how Coke Makes them Happy via WAP, Web and SMS Coke Mobile and Web Feature Pages Showed record- Breaking growth over 5-day Campaign through WAP, Web and SMS participation