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Title




        Sponsored by
Video




 http://www.crikey.com.au/2009/07/03/web-site-story-im-on-twitter-im-on-twitter/
Purpose of the event



 Discuss the latest trends in social media and advertising



 Show case studies and examples of social media campaigns
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
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
A Paradigm shift?
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.
Crowdsourcing is like Tom Sawyer asking his friends
to paint the fence
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
And political campaigns…




    5,000,000
        The number of active Obama supporters across 15 social networks
It works as a distribution channel too…




    A number of organizations are starting to get their brand advocates
    to sell their products
So what does this all mean for advertisers?
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
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
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
3.3 million views within two weeks
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
Case Study 3: Bonds
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
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
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
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


22
Social Media New Technology New Audiences New Engagement

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Social Media New Technology New Audiences New Engagement

  • 1. Title Sponsored by
  • 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
  • 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 22