Millions of destinations...
The fundamental shift...
How do brands navigate and get attention?
The Social Tools Blogging Blogging
Social Social Networking Networking
Video Video Sharing Sharing
Photo Photo Sharing Sharing
Content Content Distribution Distribution
Instant Instant Messenger Messenger
Collaborative Collaborative Media Media
SOCIAL MEDIA: â€œOnline applications, platforms and media that allow users to interact, connect and contribute. Social Media orientates the development of the Internet in the hands of consumersâ€?
The Distributed Marketing Model
The Content IS the Destination
Why follow the consumer? ..Because we have very little choice in an increasingly cluttered media landscape... • Branded content is relevant, engaging and it converts liking to sale • CTR, View-through and participation are extremely high • It generates brand engagement through user conversation and discussion
A comment from a user who is inspired to buy the new game after watching Snake Eyes viral trailer....
• Obtain cost efficiency with performance based model • Pay per view of the content (performance based branding)
• Increase your reach • With a new breed of publishers
Branded Content Distribution The activation platform:
Content Content Network Network
Content Content Placement Placement
The activation approaches: Seeding Content Placement
Seeding in action Seeding Activation: The Long-tail Amount of sites: 100+ Breakdown: 80% will deliver 80% of the traffic Verticals: 8-10 verticals
20% of traffic
80% of traffic
Long-tail = Contextuality
Digital Brand Activation CONTENT CONTENT
CONTENT CONTENT SCREENING SCREENING
DISTRIBUTE DISTRIBUTE SEEDING SEEDING
Activation Plan Exposure/ interaction
Prelaunch planning, selection of tools, sites and technical setup
Content Placement: Goes straight to the commercial wave and will experience faster momentum, but no long-tail Seeding: Builds up slowly, but will have a long-tail and momemtum
Campiagn Plan, Embedding of Tracking & Testing
Non Commercial Seeding
Monitoring & Optimierung
Case: Rejsen til Saturn Campaign objective : To create awareness among the target audience of 15 –25year old males.
Campaign strategy: I To get the best result possible – i.e. as much traffic into the video as possible – the seeding strategy is divided into three phases: 1. Activation of ‘Highly Influencials’ 2. Activation of ‘Influencers’
Client: A Film/Nordisk Film Media: None Launched: September 2008 Markets: Denmark Period: September Content: 5 virals