Dcm final 10 11-11
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The document discusses Wikia's audience metrics and strategies for connecting advertisers to users through targeted programs. It provides examples of successful advertising campaigns run by ConAgra Foods for Slim Jim and Bethesda for the game The Elder Scrolls V: Skyrim that utilized Wikia's insights into user behavior and interests to build awareness and engagement. The campaigns achieved high interaction rates and helped promote the brands and upcoming product launches to their target male 18-34 demographic.
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Dcm final 10 11-11
- 2. Wikia is… • Curated by a dedicated few, consumed by millions • 300,000 wikis and counting • Top 10 Social Network and Blog site* • Captures top concentrations of Males 18-34* • Committed to understanding our audience *Nielsen Social Media Report
- 3. Knowing the landscape Key metrics to identify trends and interests: • Wiki traffic growth and traffic patterns • Keywords • Wiki cross-visitation • Content Contribution and activity
- 4. Knowing the User • Monitor user behavior to understand consumer needs • Build programs tailored to three key user groups: Casual Active Core
- 5. Knowing the opportunity Best Practice = Armed with back-end insights 1. Unique 2. Useful 3. Fun 4. Social
- 6. Connecting Advertisers Program based on User Interests: ConAgra Foods Slim Jim Target: M18-34 Build awareness for DARE Meat Sticks Progam based on User Engagement: Bethesda The Elder Scrolls V: Skyrim Target: M18-34 Build awareness leading up to the launch of The Elder Scrolls V: Skyrim
- 7. ConAgra Foods: Slim Jim DARE Case Study: Slim Jim DARE Objectives: • Create brand awareness among gamers and M18- 34 • Promote Slim Jim’s new spicy Dare product line • Connect Males 18-34 to using topics they’re most interested in (Gaming) • Highlight brand and product attributes
- 8. ConAgra Foods: Slim Jim DARE Solution: • Branded ranking feature that prominently featured product attributes and allowed gamers to dynamically rank upcoming game releases • Shareable • Targeted to users on relevant gaming wikis Vote View Results Share
- 9. ConAgra Foods: Slim Jim DARE Solution: • An interactive toggle skin that showcased the different flavors of the DARE meat stick line
- 10. ConAgra Foods: Slim Jim DARE Results: • Developed a relevant program that appealed to users’ interests • Aligned Slim Jim brand within relevant content • 377,000 interactions • Avg. time Spent of 1 min 30sec.
- 11. Bethesda The Elder Scrolls V: Skyrim Objectives: • Build Awareness of game release within the M18-34 demo • Drive pre-order sales for The Elder Scrolls V: Skyrim • Connect with core, Active and Casual fans • Capture attention during cluttered fall gaming launch season
- 12. Bethesda The Elder Scrolls V: Skyrim Solution: • Bethesda and Wikia editors teamed up to create a series recap for Core fans on the Elder Scrolls wiki, posted by Bethesda
- 13. Bethesda The Elder Scrolls V: Skyrim
- 14. Bethesda The Elder Scrolls V: Skyrim
- 15. Bethesda The Elder Scrolls V: Skyrim Solution: • Video landing page exciting the core, active and casual fans • Exclusive trailer views and custom prizing • Sweepstakes designed to promote viral sharing
- 16. Bethesda The Elder Scrolls V: Skyrim Results: • Excited user response to series recap - 200+ glowing comments from hard core fans • Over 29,000+ sweepstakes entries • 360,000+ interactions with video trailer • 6,000+ Facebook shares of the Sweeps • Excited fan base now recognized by Bethesda
Editor's Notes
- Brands and ConsumersMagnetic content – curated by a small percentage of our audience – consumed by millions of users. Why? Can’t be found any place, accurate, updated continuously, deep dives into gaming, entertainment and lifestyle300,000 Wikis allow brands the engage consumers based on individual interests.Top 10 social/blog siteVery high concentration of 18 -34 year old Males – ability to cherry pick Wikis to hone on of specific demosUnderstand our audience – dedicated content/community team. They are trusted members of the Wikia community that serve as a liaison between us and our user base.
- Understand the current landscape to create a successful campaign. This is what gives us a unique advantage because we have behind the scenes metrics that allow us to predict trends and interests.Wiki traffic growth, to determine trends and interests Wiki traffic patterns, to leverage spikes Keywords, to predict user interests Wiki cross-visitation, to determine interest overlap Content Contribution user interests
- We aspire to better understand, who these users are, what are they doing on the site, how often they do it, what’s missing from the user experienceAnalyzing user behavior & trends allow is to improve our site and user experience:Are there site features that link common interestsDevelop relevant tools to better the overall users experience.Give users better access to informationThere distinct user groups on Wikia Core, Active and Casual. Core: Community Leaders – make up a small group if users who create the vast majority of our content.Casual: consistently come to the site but only create a minimal amount of content Passive: Make up the overwhelming majority of our users - Consume Conetnet
- Armed with user and landscape data, you can identify and qualify the opportunity for advertisers. We work with brands to create a campaign that meets these 4 requirements.Is it Unique? Is this something that can be found anywhere? Is it unique to Wikia’s user’s experience.Is it Useful? Does the execution provide a value to the overall user experienceIs it Fun? These are personal interests! This is their Fun, is the ideation funIs it Social? Would you send it to your friend?
- How does this all translate to CPG and Endemic brands? Taking insights, IDing relevant and appropriate ideationsSlim Jim: target 18 -34 malesElder Scrolls 18-34 malesSame demo, same interests, very different tactics
- 2% ECTR
- Games Release Calendar with Buy now link