Consumer Generated Advertising

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"Crowdsourcing" is an appealing new option for marketers who want to spread their advertising messages through low-cost peer-to-peer channels. Enthusiasts can be recruited to become brand advocates for products that they love, spreading the word through their social networks, Facebook friendships and Twitter streams. Contests are an increasingly popular means of leveraging customer creativity to build grassroots campaigns. This presentation from a PRSA webinar features examples of successful customer-generated advertising promotions in both business-to-consumer and business-to-business contexts. Attendees learned:

Appropriate scenarios for applying crowdsourced promotion
How to generate ideas that spur customer creativity
Low-cost incentives to build participation
Basics of measuring results

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Consumer Generated Advertising

  1. 1. Consumer-Generated Advertising Paul Gillin Paul Gillin Communications
  2. 2. What’s the Magic?
  3. 4. What’s So Special?
  4. 6. What’s the Secret?
  5. 8. These Videos Are… <ul><li>Memorable </li></ul><ul><li>Remarkable </li></ul><ul><li>Adaptable </li></ul><ul><li>Offbeat </li></ul><ul><li>Fun </li></ul><ul><li>Genuine </li></ul>“ In most instances, if someone’s willing to buy your product, then they’re willing to engage with it.” Darren Paul, NightAgency
  6. 9. The Way We Were <ul><li>Message </li></ul><ul><li>Impressions </li></ul><ul><li>Reach & Frequency </li></ul><ul><li>Retention </li></ul><ul><li>CPM </li></ul><ul><li>Recall </li></ul><ul><li>Share of Voice </li></ul><ul><li>Coverage </li></ul><ul><li>Rate Base </li></ul>
  7. 10. The Way We’re Going
  8. 11. Old Media Facts <ul><li>Magazine newsstand sales fell 12% in 2008 and have dropped another 22% this year. </li></ul><ul><li>TV Guide was sold in October for $1, or $2 less than a single copy. </li></ul><ul><li>2009 TV station ad revenue to drop 20 - 30% ( B e rnstein Research) </li></ul><ul><li>NBC prime time audience down 14.3% in the past year. </li></ul><ul><li>Cost of reaching 1,000 households with 30-second TV spot in 1986: $8.28 </li></ul><ul><li>In 2008: $22.65 (Media Dynamics) </li></ul><ul><li>NBC and CBS execs have publicly entertained the possibility of becoming cable channels. </li></ul><ul><li>Age of average network evening news viewer: 63 </li></ul>
  9. 12. New Truths <ul><ul><li>“ Brand loyalty will be earned over time through consistent positive experiences and engagements with a product, service or company. ” </li></ul></ul><ul><ul><li>Paul Isakson, Space150 </li></ul></ul><ul><ul><li>“ We don’t ask consumers what they want. They don’t know. Instead we apply our brain power to what they need, and will want, then make sure we’re there, ready.” </li></ul></ul><ul><ul><li>Akio Morita, Co-Founder, Sony </li></ul></ul>
  10. 13. Consumer trust level by source We Trust Strangers
  11. 14. “ Never underestimate the extent to which people want to be involved in advertising.” Dave Balter, Founder/CEO, BzzAgent
  12. 15. More than 9,500 BzzScapes created since May
  13. 16. Mainly Good Things People are six times more likely to post positive comments about brands as negatives ones
  14. 17. Many Watch, Few Contribute Benchmark average Spectators Only read, never post. Joiners/Collectors 10 or less posts/month. Creators/Critics 10 to 100 posts/month. Superusers More than 100 posts/month.
  15. 18. Types of CGA Spontaneous Embrace or Ignore? Scary Mary McNuggets Rap
  16. 19. Types of CGA Competition High Upside High Risk TopCoder Programming Contest P&G Talking Stain
  17. 20. Types of CGA Co-Creation Tap Enthusiasts’ Creativity Champion Hoodie Remix Flixter Movie Quiz
  18. 21. Deputized Designers
  19. 22. Types of CGA Community P&G’s BeingGirl Spiceworks Share ideas or problems
  20. 23. Types of CGA Entertainment Subdued Branding WinWithDell.com ThomasNet Gears of Doom
  21. 24. Pros & Cons of CGA <ul><li>Very low cost </li></ul><ul><li>Rapid proliferation </li></ul><ul><li>Innovative ideas </li></ul><ul><li>High level of engagement </li></ul><ul><li>Long lifespan </li></ul><ul><li>Media awareness </li></ul><ul><li>Lack of control </li></ul><ul><li>Negativity </li></ul><ul><li>Poor quality </li></ul><ul><li>Poor response </li></ul><ul><li>Overwhelming response </li></ul><ul><li>Message dilution </li></ul><ul><li>Imprecise metrics </li></ul>On the one hand… But then again…
  22. 25. Success Secrets
  23. 26. “ What’s great about consumer-generated advertising is that it’s about us. It’s about our own stories. Often you have to disconnect from the brand to make the story memorable and repeatable.” Dave Balter, Founder/CEO, BzzAgent
  24. 27. Choose Appropriate Outlets Source: Elliance, Inc.
  25. 28. Be Remarkable
  26. 29. Be Genuine “ We want to make production values as high as they need to be to tell the story, but not so high that they get in the way of the story. If we started using typical TV commercial product shots, our audience would tune out.” Stephen Voltz, Eepybird.com
  27. 30. Personalize Cherry Coke Visualizer Jones custom soda labels Gatorade arcade Dove Reality Diaries Nike Custom Shoe Studio
  28. 31. Publish Everywhere
  29. 32. Tell People About It And yes, e-mail too!
  30. 33. Make It Shareable
  31. 34. Encourage People Streams Source: Elliance, Inc.
  32. 35. Engage Popular People
  33. 36. Thank you! Paul Gillin 508-202-9807 [email_address] www.gillin.com Twitter: @pgillin Available on Amazon or from w ww.NewInfluencers.com Available on Amazon or from www.SSMMBook.com

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