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Creating Engaging Advertising for Social Media

  1. 1. Creating Engaging Advertising for Social Media Kris Jacob, EVP Sales & Business Development Watercooler, Inc. September 26, 2008
  2. 2. Watercooler Network by the Numbers <ul><li>24 million opt-in sports & TV entertainment subscribers in 1 year </li></ul><ul><li>5-6% active on a daily basis </li></ul><ul><li>4 billion trivia questions asked and answered in 12 months </li></ul><ul><li>22 minute connect times in trivia </li></ul><ul><li>300-400 million page views per month </li></ul><ul><li>Hundreds of thousands of fans recruited from our audience base for events (March Madness Bracket Challenge/2008 Summer Olympics) </li></ul>
  3. 3. Driving engagement in social media advertising <ul><li>Social media advertising should: </li></ul><ul><li>Be seamlessly built into the user experience so that it is treated like core content or functionality </li></ul><ul><li>Be easily accessible & relevant so that users interact with it as they would any other piece of the service </li></ul><ul><li>Join the user conversation and discussion that is the focus of most social media sites </li></ul>Engagement is like religion – as Jimmy Buffet says, “Religion, we’ve all got it, we all want it, but what is it?” Engagement follows the same path…we all want it, but very few people know what it is.
  4. 4. Definitions? <ul><li>Reach + Frequency = Engagement – a little analytic </li></ul><ul><li>Conversational involvement of brands in discussions – huh? </li></ul><ul><li>Our humble attempt at a definition: </li></ul><ul><ul><li>Placing yourself, or your brand message, in the way of an audience behavior that already exists in a meaningful way and produces measurable results. </li></ul></ul>
  5. 5. Successful, engaging advertising injects the brand into the audience conversation Content Content Advertisement Traditional Online Advertising Social Media Advertising Publishers push content to users with brand advertising loosely attached as an attached concept. Users create, contribute, and consume content with brands prominently included in the core conversation.
  6. 6. Graffiti encourages users to lend their own interpretation of the client brand <ul><li>Challenge </li></ul><ul><ul><li>Introduce and drive brand awareness for the new BMW 1-series </li></ul></ul><ul><ul><li>Launch a contest to drive user participation and creativity to support the launch and brand message </li></ul></ul><ul><li>Solution </li></ul><ul><ul><li>Use the Graffiti application on Facebook, as well as creative display ads, to invite user participation in the campaign </li></ul></ul><ul><ul><li>Encourage a core group of Facebook users to get involved in the campaign by customizing images of the BMW 1-Series and entering a contest </li></ul></ul><ul><ul><li>Takes advantage of the newsfeed to spread the brand message and contest across a user’s social graph </li></ul></ul>Case Study | BMW Courtesy of ChasNote at http://chasnote.com/
  7. 7. Watercooler injects the brand into core application features <ul><li>Challenge </li></ul><ul><ul><li>Drive awareness of the Texas DOT’s “Drink. Drive. Go to jail.” campaign </li></ul></ul><ul><ul><li>Engage with Watercooler users in a unique and relevant way </li></ul></ul><ul><ul><li>Key metrics were user engagement and message retention </li></ul></ul><ul><li>Solution </li></ul><ul><ul><li>Used Sponsored Trivia to engage users of FanSection sports applications </li></ul></ul><ul><ul><li>Targeted all state of Texas fan applications with questions customized to address each team’s mascot/fan base </li></ul></ul><ul><ul><li>Reinforced brand message with display advertising </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>Over 100,000 trivia questions answered – in 3 weeks </li></ul></ul><ul><ul><li>Accuracy increased between 120% and 480% - Lift </li></ul></ul><ul><ul><li>Proven ability to facilitate engagement and educate users </li></ul></ul><ul><ul><ul><li>Three lowest performing questions in terms of accuracy were re-worked and served again </li></ul></ul></ul><ul><ul><li>Overall user engagement and brand message retention </li></ul></ul><ul><li>Upon answering a question, the right side of the screen shows: </li></ul><ul><li>Correct answer </li></ul><ul><li>Explanation </li></ul><ul><li>Display ad reinforcing the core message </li></ul>Case Study | Texas Dept. of Transportation
  8. 8. Conclusion <ul><li>The “after shocks” in the form of audience members referring the message to their peers are often more powerful than the initial creative </li></ul><ul><li>The definition of Engagement varies, but the best way to find it is to seek it out where it already is </li></ul><ul><li>Relevant advertising that is integrated into the core user experience, becomes part of the programming, and is essential to engaging users </li></ul><ul><li>As social media continues to evolve, the lines between content and advertising will become blurred and two will be more and more interchangeable </li></ul><ul><li>The light at the end of the tunnel could very well be an oncoming train, and that could actually be a good thing if you’re looking for a hit! </li></ul>
  9. 9. Creating Engaging Advertising for Social Media Kris Jacob, EVP Sales & Business Development [email_address] Watercooler, Inc. September 26, 2008