Author: Markus von der Luehe, MD Adknowledge Social Media Paradigm shift Trends in Crowdsourcing Social Media trends Case studies

1. Title
Sponsored by

2. Video
http://www.crikey.com.au/2009/07/03/web-site-story-im-on-twitter-im-on-twitter/

3. Purpose of the event
 Discuss the latest trends in social media and advertising
 Show case studies and examples of social media campaigns

4. Agenda
Time Topic Speaker
2:50pm – 3:00pm Welcome Notes Markus von der Luehe (MD
Adknowledge Australia)
3:00pm – 3:20pm The state of advertising in Anne Parsons (Chairman
Australia Mediacom)
3:20pm – 3:40pm Seeing the Wood AND the Trees Mark Higginson (Director of
– the social media landscape Analytics, Nielsen)
3:40pm – 3:55pm Chk Chk Boom: 15 seconds of Brett Brewer/ Clare Werbeloff
Fame – The Aftermath
3:55pm – 4:10pm Break
4:10pm – 4:30pm Get Real: Virtual Currency and Brett Brewer (President
Monetizing Social Media Adknowledge, Co-Founder
Intermix (MySpace)
4:30pm – 4:50pm Digital Influence 501: What are Brian Giesen (Director Digital
the Next Trends and Hot Cases in Strategy, Ogilvy)
Social Media
4:50pm – 5:10pm New Technology, New Jennifer Wilson (Director, The
Audiences, New Engagement Project Factory)
5:10pm – 5:25pm Wrap up & Questions
5:25pm onwards Drinks and Canapés

5. Introducing Adknowledge
 Adknowledge is a ½ billion technology
business and has 300 employees across 8
offices worldwide
 We are an AdNetwork for Social Media selling
advertising on applications across Facebook,
Myspace, Hi5 and other social media sites
 In Australia we have almost 4 million uniques
and ½ billion impressions
 Our focus is on brand, video and engagement
 We have done 5 acquisitions in the last two
years: the most recent was SuperRewards
 Adknowledge Brett Brewer, co-founder of
Intermix (MySpace), engineered the sale of
MySpace to News Corp for $673m

6. A Paradigm shift?

7. Marketing and Branding will change…
Panasonic completed a
campaign called the Next
Generation Talent competition,
which asked UK students to
design the next ad for the
Panasonic Viera Home Hub
television.

8. Crowdsourcing is like Tom Sawyer asking his friends
to paint the fence

9. And so will Product Development…
Forty percent of
consumer community
members offer
suggestions that
solve urgent
problems
Fifteen percent of
those suggestions are
considered to be a
completely new
product

10. And political campaigns…
5,000,000
The number of active Obama supporters across 15 social networks

11. It works as a distribution channel too…
A number of organizations are starting to get their brand advocates
to sell their products

12. So what does this all mean for advertisers?

13. In the US: Advertisers are following the eyeballs
Facebook,
43.70%
MySpace
Sites ,
48.90%
Tagged, Other,
3.16% 2.68%
Bebo ,
0.71%
MocoSpace, Hi5, 0.75%
0.81%
Social Networking sites account for 20% of display impressions

14. 56%
% of advertisers who plan to include social
media in their marketing plan in 2010
• Email, (56.8%) • Direct mail (34.7%)
• Social networks (56.3%) • Regional TV (32.8%)
• Keyword search (49.7%) • Regional newspapers (31.7%)
• Radio (42.2%) • Out-of-home (31.2%)
• Magazines (42.1%) • Email sponsorship (29.5%)
• Online display (40.5%) • Online video (26.7%)
• Event sponsorship (36.9%) • Mobile SMS text (26.1%)
• Rich media display (35.5%) • National TV (18.2%)
• National newspapers (14.8%)
* MediaPost

15. Case Study 1: Carl’s Jr.
 Carl’s JR. selected the top
10 Youtubers in the US to
do a video commercial for
their new Mushroom
burger

16. 3.3 million views within two weeks

17. Case Study 2: Gap - Fanpage
Retail info
and
product
range
Fans to Date
420,000
Entertaining video
from ‘fit engineer’
+ more
Social Media Engaging content
strategy replaced TV and reason to fwd
spend and return
Links to other social
media – brand
extension
App to
choose
outfit prior
to visit

18. Case Study 3: Bonds

19. Video Application – Cost Per View/ CPM
1. Millions of Text Links and Streaming Banners to encourage users to engage with your
branded content
CPM CPV
2. After reaching the millions of users via the branded banners and we also guarantee
engaged views within the customised branded application environment via text ads

20. Social TV: Cost per engagement
3. Once viewed the user can then interact with the application, click to website for more info,
find out more on the deals, recommend to their friends, and also rate the video content.
This is when the viral element kicks in.
Rate Video Recommend to Friends

21. Video Application – Cost Per View
News feed is
updated for all of
users friends
Charged per
engagement
Broad reach and deep
engagement
Average engagement
time: 2 minutes

22. How can brands effectively tell their story
in social media?
It must be entertaining! That is why the users
are there.
Brands must seamlessly integrate with the story
or purpose of the media;
Brand message gets through, but doesn’t whack them on the head
What’s in it for me? - Reward them for their
action
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