The document discusses consumer-generated advertising (CGA) and its growing influence, highlighting the need for brands to engage consumers authentically and creatively. Although CGA provides opportunities for innovation and connection, it also poses risks such as loss of control and dilution of messaging. Key insights include the importance of memorable storytelling, genuine engagement, and the varying levels of consumer participation in content creation.

1. Consumer-Generated Advertising Paul Gillin Paul Gillin Communications

2. What’s the Magic?

4. What’s So Special?

6. What’s the Secret?

8. These Videos Are… Memorable Remarkable Adaptable Offbeat Fun Genuine “ In most instances, if someone’s willing to buy your product, then they’re willing to engage with it.” Darren Paul, NightAgency

9. The Way We Were Message Impressions Reach & Frequency Retention CPM Recall Share of Voice Coverage Rate Base

10. The Way We’re Going

11. Old Media Facts Magazine newsstand sales fell 12% in 2008 and have dropped another 22% this year. TV Guide was sold in October for $1, or $2 less than a single copy. 2009 TV station ad revenue to drop 20 - 30% ( B e rnstein Research) NBC prime time audience down 14.3% in the past year. Cost of reaching 1,000 households with 30-second TV spot in 1986: $8.28 In 2008: $22.65 (Media Dynamics) NBC and CBS execs have publicly entertained the possibility of becoming cable channels. Age of average network evening news viewer: 63

12. New Truths “ Brand loyalty will be earned over time through consistent positive experiences and engagements with a product, service or company. ” Paul Isakson, Space150 “ 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.” Akio Morita, Co-Founder, Sony

13. Consumer trust level by source We Trust Strangers

14. “ Never underestimate the extent to which people want to be involved in advertising.” Dave Balter, Founder/CEO, BzzAgent

15. More than 9,500 BzzScapes created since May

16. Mainly Good Things People are six times more likely to post positive comments about brands as negatives ones

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.

18. Types of CGA Spontaneous Embrace or Ignore? Scary Mary McNuggets Rap

19. Types of CGA Competition High Upside High Risk TopCoder Programming Contest P&G Talking Stain

20. Types of CGA Co-Creation Tap Enthusiasts’ Creativity Champion Hoodie Remix Flixter Movie Quiz

21. Deputized Designers

22. Types of CGA Community P&G’s BeingGirl Spiceworks Share ideas or problems

23. Types of CGA Entertainment Subdued Branding WinWithDell.com ThomasNet Gears of Doom

24. Pros & Cons of CGA Very low cost Rapid proliferation Innovative ideas High level of engagement Long lifespan Media awareness Lack of control Negativity Poor quality Poor response Overwhelming response Message dilution Imprecise metrics On the one hand… But then again…

25. Success Secrets

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

27. Choose Appropriate Outlets Source: Elliance, Inc.

28. Be Remarkable

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

30. Personalize Cherry Coke Visualizer Jones custom soda labels Gatorade arcade Dove Reality Diaries Nike Custom Shoe Studio

31. Publish Everywhere

32. Tell People About It And yes, e-mail too!

33. Make It Shareable

34. Encourage People Streams Source: Elliance, Inc.

35. Engage Popular People

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