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