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Marketing in a Fluid Media Landscape Suzie Reider June 2008

YouTube Confidential and Proprietary


The Rise of Social Media

Source: Universal McCann, “Power to the People: Wave 3,” March 2008; Google internal data Q1 2008

YouTube Confidential and Proprietary


Broad Appeal: Something for Everyone

YouTube Confidential and Proprietary Source: eMarketer, “Social Network Marketing: Ad Spending and Usage,� Dec 2007


Both Media and Community

Size = # monthly UU Note: Social and media are ranked roughly by the amount of activity of each in comparison to the other on a given site. Source: Nielsen//NetRatings

YouTube Confidential and Proprietary


YouTube has more users in the US than there are people in France‌

YouTube Confidential and Proprietary


#4 YouTube Confidential and Proprietary


Online Video: A Brief History Dancing Baby

1990

Tea Partay

1996

Subservient Chicken

Dove Evolution

2000

OK Go

2004

2007

YouTube Confidential and Proprietary


Online Video: Part of the Culture

Music

Politics

Sports

Popular Culture

YouTube Confidential and Proprietary


Levi’s: Viral Video Affects “Real” Campaign

“As long as the creative is cool and watchable and part of a social context, the lines [between viral and commercial] are colliding and blurring, and not mutually exclusive." Walter Smith President, Cutwater Source: http://www.adweek.com/aw/content_display/esearch/e3idda2f1661c03a55fa4ae9cea01394fd6?imw=Y

YouTube Confidential and Proprietary


Six Concepts to Keep in Mind

1 2 3 4 5 6

Create ads that work as content It’s all about the dialogue/conversation Ideas come from everywhere Connect the dots Have a thick skin‌ Feedback is public Metrics matter YouTube Confidential and Proprietary


Create advertisements That Work as Content

YouTube Confidential and Proprietary


It’s All About the Dialogue

YouTube Confidential and Proprietary


YouTube Confidential and Proprietary


Conversational Marketing: Even the Computer Is Personal Again

YouTube Confidential and Proprietary


Ideas Come From Everywhere

“Consumers creating commercials ‘is part of this brave new world we live in’.” Lee Clow Chairman and Chief Creative Officer, TBWA Worldwide

Source: http://www.nytimes.com/2007/10/26/business/media/26appleweb.html http://www.beyondmadisonavenue.com/2007/10/apple-to-run-ugc-for-the-ipod-touch/

YouTube Confidential and Proprietary


Ideas Come From Everywhere: McNuggets

YouTube Confidential and Proprietary


Viral Hit Becomes National Geographic TV Event

Most viewed “Pets and Animals” video of all time – 33M views to date YouTube Confidential and Proprietary


Connect the Dots: Heinz “Top This TV” Challenge YouTube contest

Search ads

TopThisTV.com microsite

Display Ads TV: Winner airs during Emmys

Product marketing

YouTube Confidential and Proprietary


Results: Ketchup Sales Increase

Nearly 4,000 qualified contest entries 80,000 hours spent watching submissions 105,000 hours interacting with brand

“We’ve already seen a pick-up in the [ketchup] business,” said David Moran, president and chief executive of Heinz North America. YouTube Confidential and Proprietary

Source: YouTube.com/topthistv; H.J. Heinz Company, Sept 2007; Pittsburgh Post-Gazette, June 2007.


Have a Thick Skin‌ And Be Prepared for Anything Slob Evolution Dove Evolution

Evolution of Homer Simpson

YouTube Confidential and Proprietary


Metrics Matter: YouTube Insight

YouTube Confidential and Proprietary


Six Concepts to Keep in Mind

1 2 3 4 5 6

Create ads that work as content It’s all about the dialogue/conversation Ideas come from everywhere Connect the dots Have a thick skin‌ Feedback is public Metrics matter YouTube Confidential and Proprietary


YouTube Confidential and Proprietary


Hashem and the panel… up next…

YouTube Confidential and Proprietary


YouTube YouTube Confidential Confidential and and Proprietary Proprietary 25

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