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Media Owner Co-creation Solutions


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How media owners can offer more value to a brand than an advert with some cocreation case-studies that show real ROI and value from adopting this method.

Published in: Business

Media Owner Co-creation Solutions

  1. 1. Making media more valuable<br />Building better businesses<br />The Co-Creation Consultancy<br />
  2. 2. We are..<br />We are a global network of leading social media specialists.<br />Our backgrounds are Marketing, PR, Research, Brand Planning, Business Consultancy & Web Development<br />We help departments or whole-businesses locally or internationally adapt and win in social media<br />We are a crowd of experienced researchers, planners, brand strategists, web developers, traditional & social - media specialists<br />We use co-creation techniques to deliver insight, innovation and rapid outcomes for organisations<br />We aim to make your media space more valuable to all stakeholders; including the advertiser, the audience, and most importantly you<br />We achieve this at significantly reduced cost thanks to our long experience and deep expertise in the latest social technologies and co-creation processes<br />
  3. 3.
  4. 4. NEXT<br />?<br />
  5. 5. The Competition:<br /><ul><li>If Facebook were a country it’s population would be bigger than America
  6. 6. In 2010 Facebook will account for 25% of all social network related spend earning $605 million</li></ul>eMarketer<br />
  7. 7. But..<br />Facebook still only offer brands the ability to buy ads or figure out the social media game for themselves.<br />Most buy the ads and fail at the rest. We know because they come to us as a consultancy to fix the problem<br />Facebook will keep with the old ad model and only focus on improving targeting because when your earning $605 million from it you don’t care <br />But ad money isn’t using Facebook because its ad model works better than anywhere else in fact its lower (Average CTR 0.07%) that’s 99.3% waste!!!<br />Ad money is just following the eyeballs and not questioning the fact that people simply don’t respond to ads in social media<br />You have the opportunity to address the problem and offer something that gives a better ROI<br />
  8. 8. We advise brands to use their ad money on more productive means of user engagement<br />Media owners can help make this possible and retain the client spend<br />We aim to help the world’s big media owners create a ‘new way’ with alternative revenue streams that deliver a greater value to all parties; the users, the brands and media owners<br />With them we can truly help brands be less wasteful, more efficient and more relevant <br />
  9. 9. Media owners should look at things differently:<br />By having great content you have earned access to people and their friends. <br />This gives you rich social data and a powerful platform. <br />
  10. 10. What can you do with this data and platform that is more valuable than advertising?<br />
  11. 11. So be a platform: For Consumer Insight... <br />Cynical<br />‘Companies always pretend to be green’<br />Liberal<br />‘I would never vote for them’<br />Sensitive<br />‘I feel fat in everything’<br />Anti-sweat shops<br />‘I hate Nike’<br />
  12. 12. A platform for Collaborative Action (beyond just your own spaces).<br />Platform<br />1.Action<br /> 2.Group Action<br />!<br />3. Inspired Crowd<br />
  13. 13. This..<br />
  14. 14. Refresh your world<br />Pepsi pulled their multi-decade, multi-million dollar Superbowl opening ad and traded it in for a $20 million social media initiative<br />The Pepsi Refresh Project is about getting the global community to nominate initiatives hat need funding in local communities<br />Users can upload their video / project profile, and gather votes to win funding going from $5k to $250k a few times every month. <br />They effectively crowd-source their global CSR and engage fans in the process<br />Results:<br /><ul><li>127 ideas funded in four months
  15. 15. Stats are 30% US vs 70% from other nations
  16. 16. $5 million invested in local communities.  
  17. 17. 32 new grants and $1.3 million awarded each month
  18. 18. By end of May, over 2 million users have registered
  19. 19. 5,000 new ideas submitted  
  20. 20. The public cast up to 10 votes per day
  21. 21. From 250k Facebook fans to 788,265 </li></li></ul><li>My Starbucks Idea<br /><ul><li>MyStarbucks Idea was setup for customers to exchange ideaswith each other and directly to Starbucks
  22. 22. Customers can give their opinions on everything from; (Product), (Service), in-store music, layout, (Involvement) corporate social responsibility, marketing and advertising
  23. 23. They feature and reward the most active users and implement a high number of suggestions that directly feed back into </li></ul>92,346 Ideas submitted<br />Monthly Users, 1,320,294<br />Daily Users, 43,407<br />Monthly Page views 5,532,032<br />28 Ideas have been actioned<br />E.g. a Blackberry App, ‘I’ll buy you a drink remotely’ and Mocca Coconut Frapuccino<br />
  24. 24. Dell Ideastorm& other stuff<br />Following on from ‘Dell Hell’ a term created by a disgruntled blogger in 2005 *to summarise a period when of all Dell related blog posts 45% were negative.<br />Dell went on to setup a number of customer feedback environments from Ideastorm, Studio Dell to Direct2Dell<br />They ask users to submit issues or new ideas openly, discuss them with one another and their employees<br /><ul><li> 5,300 different customer issues resolved
  25. 25. Direct2Dell av. 3.5 million + monthly page views / ranked 3,683 out of 107 million (Technorati).
  26. 26. StudioDell receives up to 70,000 views daily.
  27. 27. Dell IdeaStorm garners more than 40,000 unique visitors weekly, 8,900 ideas submitted and 67,000 comments.</li></li></ul><li>‘Banking is better in black and white’<br />It takes a lot to standout in banking. Customer Service was what First Direct new they were good at. <br />They were so confident they created an area to aggregate and score by sentiment what people were saying about them across the Internet<br />It acted as a check against their claim of high customer satisfaction and become the centre piece for all their marketing activity<br />Their marketing is indirectly co-created here by the consumer<br /><ul><li> Received the highest customer loyalty ranking in the consumer banking sector based on the Satmetrix 2010 European Net Promoter Score®
  28. 28. Score* (NPS) of +42%, 46 points ahead of the sector average of -4% and a massive 68 points clear of the worst banking customer experience (-26%). </li></li></ul><li>Revels Election<br />Revels Eviction campaign was the opportunity for the consumer to help NPD by selecting which flavour they wanted to get rid of.<br />The idea was to generate public debate and participation in 'evicting' the least popular of Revels' six flavours out of the bag — to be replaced by a mystery new flavour. <br />The campaign included a TVC and print work pointing to a microsite featuring video footage, where users could 'vote' and watch their least favourite Revel be expelled in a variety of methods.<br />From there they were also directed to discussion groups on Facebook, where they could defend maligned flavours or whip up support to oust the most unpopular.<br /><ul><li> The campaign made Revels number one in its category sales.
  29. 29. With a target of 100,000 votes, there were nearly 400,000 in total - with 150,000 cast from within the rich media ads.
  30. 30. There were also 2,000 wall posts on Facebook, and extensive media and PR coverage as a result</li></li></ul><li>Nike ID Studio<br /><ul><li> NIKEiD Online allows customers to design their own Nike trainer and buy it or just share it with their friends across social media platforms on Twitter & Facebook as well as embed a widget in a blog page
  31. 31. The online service launched in 1999 and gave the ability to choose from a limited range of different material and colours to develop their own style of tennis shoe.
  32. 32. Giving a total of 31 different customizable and a choice of 82 different materials and option types.
  33. 33. The NIKEiD online business has more than tripled since 2004
  34. 34. It receives more than 3 million unique visitors going to every month.</li></li></ul><li>Walkers Flavour Cup<br /><ul><li> How could Walkers Crisps retain their market share and offer new and original options for product?
  35. 35. In July 2008 Walkers launched ‘Do us a favour’ to give power back to the consumers and ‘capture the heart of the nation’ inviting the public to create the next great flavour of Walkers Crisps.
  36. 36. 6 new flavours got introduced into the market for consumers to decide which one ‘tickles their taste buds’ the most.
  37. 37. All 6 finalists have received £10,000 with the final winner to receive £50,000 plus 1% from sales’ profit.
  38. 38. 1.2 million flavour’s ideas submitted
  39. 39. 440,000 Unique Users
  40. 40. Influenced all Above-The-Line creative activity (Press, TV, Radio)
  41. 41. This was replicated in other markets where the product is called Lays </li></li></ul><li>‘Live Every Litre’<br /><ul><li>A co-created, crowd-sourced documentary about the extraordinary journeys people want to go on but never do with people of all kinds from across Europe as the stars.
  42. 42. Directed by – Claudio Von Planta (Long Way Down & Long Way Round) and produced by and with a team of bloggers from the UK, France, Germany, Spain and Italy, a final cast of 13 were chosen from journey ideas submitted online.
  43. 43. All the journeys are taken in the new Honda CR-Z as they undertake their leg of the journey across Europe. Coverage of the trips were covered by a team of bloggers.</li></ul>-1000 Trips Submitted in 4 weeks<br />-13 trips Selected for the final film<br />-A production team of 18 bloggers involved helping steer decision making<br />
  44. 44. DEWmocracy<br /><ul><li> Mountain Dew have built the DEWmocracy project up since 2007.
  45. 45. The DEWmocracy platform has become a pedestal for collaboration among fans, as Pepsi loosens control and turns over the creative process.
  46. 46. Recently they opened up NPD for 3 new flavours in a year long project even down to names, package, and ad campaign and media buying
  47. 47. Mountain Dew lovers even guided the media-buying process with 4,000 Dew Labs members polled about their favourite Web sites and then media partners then pitched the DEW Labs community.
  48. 48. 700,000 reported unique visits and 200,000 registered users
  49. 49. 8-10 week period generated 3,500 threads
  50. 50. In the carbonated soft drink category, Mountain Dew "significantly outperformed" its competitors in 2008, Diet Mountain Dew was up 3.7 percent and both brands gained 0.2 market share.</li></li></ul><li>Pepsi My Can<br /><ul><li> In 2009 Pepsi India “The ‘What’s your way’ campaign was about giving youngsters tricky situations that they have to solve and get their picture on a Pepsi My Can.
  51. 51. As part of the campaign, the youth have been asked to give their answers on situations like what they would do if their father appeared while they were hanging out with their girlfriend. The participant providing the winning answer would get his/her picture on a Pepsi My Can.
  52. 52. Give new face to pack and brand
  53. 53. 3.6 million Pg Views
  54. 54. 3.06 users
  55. 55. 2.89 million votes
  56. 56. 7.5 min on site</li></li></ul><li>REMEMBER:<br />That which we create we embrace<br />We can’t stop talking about<br />We choose over all else<br />ADVOCACY REQUIRES..<br />INVOLVEMENT<br />
  57. 57. make better products<br />be better businesses<br />improve their services<br />get consumer opinion and buy-in on their decision making<br />co-create their marketing campaigns<br />Help brands: <br />
  58. 58. By already having the basis for such a platform you save clients time & money in trying to build one themselves. You guarantee scale.<br />
  59. 59. Offer the Full Cocreation Package<br />Purpose<br />Discover<br />Co-creation Process<br />Introduce<br />Surface<br />Fix / Act<br />for a fixed price.<br />
  60. 60. The 90:10 Co-Creation Process <br />OPEN<br />Attracts more users more ideas, potential new customers<br />Private, Safer, faster; greater control<br />CLOSED<br />
  61. 61. Next steps<br />We’d like to talk to you about how you can:<br /> a) understand the social lives of your communities and sell those insights to clients<br /> b) provide co-creation solutions to your clients<br /> c) become a 90:10 Rewards Network Partner<br />
  62. 62. What are you waiting for?<br />Contact: <br />Jamie Burke CEO 90:10 Group<br /><br />Maitland Waters Digital Director<br /><br />