content is king, amplification is queen feb 2013
DESCRIPTION
An introduction to social video and the realities of the digital media landscape in early 2013...TRANSCRIPT
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CONTENT IS KING
AMPLIFICATION IS QUEEN
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Spending power exceeds £600
billion
Biggest generation in
spending power by 2015
High life-time value
Influences another £270 billion in
spending
Generation Social
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Source: eMarketer, Jenks, Jared, Jennifer Pearson, and Hilary Rengert. "Demographic Profile--Millennials." EMarketer, May 2011.
More than a fourth of the UK population, about 1/3 of the US population
From 25-50% of the population
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Media Habits
+50 hours on internet vs
+15 hours on TV
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Search, Portals, Email Curated social platforms
The internet is changing shape
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Personalised media
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A change of power
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P2PSource: Technorati study, 2013 (http://technoratimedia.com/report/)
A fundamental flaw in social
Technorati Media's report found that just 10% of the total digital marketing budget is devoted to a social ad strategy. From the social media budget, 57% goes towards Facebook ad buys, 13% at
YouTube video ads and another 13% at Twitter's sponsored tweets. By contrast, just 6% is spent on influencers and 5% on blogs.
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P2PSource: Technorati study, 2013 (http://technoratimedia.com/report/)
Problem is that users don’t agree
The report essentially suggest that one key influencer could be worth
1,000 random followers on Facebook or Twitter in terms of
their subsequent influence on their audience.
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P2PSource: eMarketer: “Preferred method of sharing positive experiences with a brand/product according to US Internet users”, September 2011
“Real” social is key for amplification
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CONTENT IS KING
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“Content marketing is marketers becoming publishers; owning the media instead of
renting it. It is about attracting and retaining customers by creating and curating valuable, compelling and relevant content to maintain
or change behavior.”
- Joe Pulizzi, Content Marketing Institute
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Algorithms turn towards Engagement
Google’s Panda and Penguin updates puts increasing focus on bounce rate, swell time
and social actions. At long last SEO is returning to content quality over quantity
Facebook will show your posts to an increasing audience depending on
engagement of the page in general and in particular the individual piece of content.
Popular tweets will enter the top of people’s search results and guarantee exposure.
Followers and engagement needed.
Youtube is moving away from the view counter itself being dominant for rank and towards engagement metrics like view to
end, likes, shares, comments
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MEASUREMENT & INSIGHTS
Performance:Impressions
Views% Delivery
Viewing:Avg. session (sec)% complete views
Total hours
Actions:ClicksShares
Embeds
Insights:Benchmark
ImpactEarned media
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Learnings from a big jump
RED BULLFrom renting to owning media
From ads to assets#1 in gv social video equity 100
The long idea – 5 yearsIt doesn’t get more global
Art of Flight almost as good
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Here’s how it stands
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Learnings from a big jump
RED BULLFrom renting to owning media
From ads to assets#1 in gv social video equity 100
The long idea – 5 yearsIt doesn’t get more global
Art of Flight almost as good
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AMPLIFICATION IS QUEEN
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Why did goviral start
The probability that people will watch your content? Something like… 0,0001%
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IN EDITORIAL CONTENT
IN ALL SOCIALCHANNELS
How video lives on the web
ON ALL PLATFORMS
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HOW DOES IT LOOK?
DesktopPlatforms Devices
(Exactly like any other native video)
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VOLVO FHFIRST NEW TRUCK IN 18 YEARS
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Big tweets came to help usBIG TWEETS TO HELP
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ENGAGEMENT IS KEY
Use
r to
Use
r
Destination to user
Amplification
Shar
ing
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IT STARTS WITH A BIG SPLASH
FIRST DAY OF CAMPAIGN
+1,200sites
+2,100Twitter profiles
+20,000Facebook shares
organic versions on CNN/ABC/FOX + Global
Multiple
500.000views
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Performance
The campaign reached: +200 countries +71,000 sites!+70m people exposed
Total viewing time: 64,378 hoursClicks: 197,887 (8.92% CTR)Impressions: 87.5 mil (5% CTP)Booked views: 1,800,000YouTube Views: 6,588,841YouTube Honors: #1 in 16 markets in AutoOverall ROI (See next slide): 32:1 on 600k EUR
OVERALL SUMMARY OF ACTIVITY
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MEDIA VOLUME ESTIMATED VALUE
CNN 3 minute spot € 1,580,400
Fox 40 second spot € 326,250
German Television Total of 24 minutes € 3,528,000
ABCnews.com 1½ minute spot € 675,000
RTL Croatia 1½ minute spot € 11,250
TeleMadrid 30 second spot € 73,500
LaSexta 1½ minute spot € 110,250
Cuatro 15 second spot € 18,375
Antenna3 1 minute spot € 147,000
Autoplus 30 second spot € 73,500
StarTV Turkey 1 minute spot € 75,000
Australian TV 1 minute spot (est.) € 147,000
Japanese TV 1 minute spot (est.) € 247,000
Free organic views 4,951,249 € 801,712
Extra user videos 81,716 € 17,160
Other video players 520,000 € 225,200
Goviral Impressions 111,290,735 € 1,112,907
YT impressions 29,000,000 € 290,000
Online/Offline Editorials 40,000 € 10,000,000
Social Actions 103,727 € 650,000
Total € 20,109,504
MEDIA VALUE
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“Pitch any TV executive an idea for a show, and no matter how good that idea, his first
question will be; “can the show sustain itself into seasons two, three and beyond?”
Marketers should apply the same principle. How will the idea scale to become an
entertainment brand?”
- Mike Wiese, Head of Entertainment, JWT
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OWNED CHANNELS
DISTRIBUTED CHANNELS
RENTED CHANNELS
VOLUME OF AUDIENCE
PUBLICATION SYNDICATION AMPLIFICATION
THE LONG VIEW OF AMPLIFICATION
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THE ROADMAP
CreateFrom ads to assets
AmplifyFrom recipient to active user
MeasureEngagement over exposure
From display and 0:30 to social content and 60-600 sec
From programmatic buying to native amplification tactics
and channels
From impression and reach based measurement to actual user actions and social impact
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THANK YOU
@MADSHOLMEN