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GoViral


Hvorfor?


The Shift


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

Podcasts Podcasts

Aggregators Aggregators

RSS RSS

Content Content Distribution Distribution

Wikis Wikis

Videocasts Videocasts

Instant Instant Messenger Messenger

VOIP VOIP

Seeding Seeding

Collaborative Collaborative Media Media

IPTV IPTV

SOCIAL MEDIA: “Online applications, platforms and media that allow users to interact, connect and contribute. Social Media orientates the development of the Internet in the hands of consumers�


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

http://drerimix.blogspot.com/2008/06/battlefield-bad-company.html


The Model


Branded Content Distribution The activation platform:

Content Content Network Network

 Content Network

Seeding Seeding

Content Content Placement Placement

The activation approaches:  Seeding  Content Placement


The Activation


Seeding in action Seeding Activation: The Long-tail Amount of sites: 100+ Breakdown: 80% will deliver 80% of the traffic Verticals: 8-10 verticals

Reach

20% of traffic

80% of traffic

Long-tail = Contextuality

Relevance


Digital Brand Activation CONTENT CONTENT

CREATE CREATE

ACTIVATION ACTIVATION

TEST TEST

CONTENT CONTENT SCREENING SCREENING

PLAN PLAN

DISTRIBUTE DISTRIBUTE SEEDING SEEDING

ATTENTION ATTENTION

EVALUATE EVALUATE

OPTIMIZE OPTIMIZE

TRACKING TRACKING


Content Spider


Activation Plan Exposure/ interaction

Launch

Prelaunch planning, selection of tools, sites and technical setup

Influencers

Easily Influenced

Masses

Cultivation

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

-10 Days

Week 1-2

Week 2-3

Week 3-4

Growth

Campiagn Plan, Embedding of Tracking & Testing

Contextual Seeding

Non Commercial Seeding

Commercial Seeding

Monitoring & Optimierung


Case: Rejsen til Saturn Campaign objective : To create awareness among the target audience of 15 –25year old males.

Sites

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’

Campaign Information:

Content

Client: A Film/Nordisk Film Media: None Launched: September 2008 Markets: Denmark Period: September Content: 5 virals

Results


The End


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