The document discusses increasing the effectiveness of digital campaigns through social integration. It provides examples of how entertainment content can be leveraged on social media platforms to engage audiences and drive viral spread through social sharing. Specific techniques described include using branded content in the form of music and media downloads, sponsoring custom content channels tailored for target audiences, and hosting unique listening events to join conversations online. Case studies demonstrate high engagement rates, brand lift, and viral distribution of content through social networks.

1. Social Integration: Increasing the
Effectiveness of Digital Campaigns
Myk Willis, Founder

2. Agenda
• Brief introduction to Myxer
• The relationship between digital entertainment and social
media
• Why social matters in every digital campaign
• Case studies demonstrating techniques
– Branded Content (CPG, Insurance)
– Sponsored Content (Automotive, Retail)
• Summary
• Q&A
16

3. Bringing People Together Through Social Entertainment
• Streaming internet radio
Bruno Mars, Front & Center
Music by artists like Bruno Mars, D'Angelo,
• Music and personalized Ginuwine, Brian McKnight and Floetry plays in this
room.
downloads Now Playing:
Holy Ghost
by The Bar-Keys
• Content partnerships with Steve Branding, Tom Severson and 12 other
people are listening
all major music labels
• Deep brand partnerships
• All socially connected
11M app installs – 10M monthly combined unique visitors – 50 M downloads every month – 7 year operating history
3 16

4. Who controls the experience of entertainment?
25 YEARS AGO YESTERDAY TODAY
Mass media aggregated Personalized internet The social web has come
enormous groups of people services craft user-specific of age, driving discovery
into just a few segments. “stations” on the fly, from the social graph and
Limited options meant fragmenting consumers into fueling an organic
targeting was straight- their own personal silos. explosion of friend-based
forward – but imprecise. discovery.
4 16

5. Brian Hill Ben Heal
I love the Postmarks! “Go Jetsetter” is my favorite
song of theirs…
Like • Comment • Share
about an hour ago
5 hours ago near Deerfield Beach
SMS
You gotta check out their entire
album. Its really fantastic! Their
previous albums are also great.
70%
…of consumers report listening to music by
an artist based primarily on what a friend
posted on a social networking site.
The Social Media Poll ~ The Hollywood Reporter ~ Penn Schoen Berland- March 2012
5 16

6. • Recognize that social needs to be considered in
every digital campaign – even straight display.
• Don’t run out and buy ads on Facebook just
because everyone else is.
Source: Myxer Social Radio campaign Dec 2011-Jan2012
16

7. • Display advertising performance (CTRs) increases
3x-5x vs. typical targeted banners
• “Earned impressions” exceed “paid” as your
message traverses the social graph
• Demonstrable brand lift in awareness, favorability,
purchase intent, and recommendation intent.
• Deepened engagement with brand followers.
16

8. Utilize existing brand assets as entertainment content.
• Brand asset repurposed as music, ringtones, apps, video, and
image downloads.
• Everything is pre-wired into the social web to encourage earned
impressions and pass-along.
• It’s not an annoyance to the audience – it’s what they’re here for.
• Over 4.9 million branded downloads delivered in 2011
8 16

9. USERS DOWNLOAD AND/OR “LIKE” CONTENT
VIRAL SPREAD VIA FRIENDS’
NEWSFEED
MYXER’S 400K+ FB FRIENDS
EXPOSED TO CONTENT
9 16

10. BENEFITS
70.1%
67.3%
• Downloaders are self-identified
brand enthusiasts 57.3%
53.3% 54.2%
• CTRs of over 1% for ads 43%
surrounding branded content 37.6%
(compare with 0.1% for typical
network spend)
20.8%
• Sustained awareness and viral
spread through social graph 22.2% 13.9% 16.6% 12.8%
• Enhanced social media (FB)
presence. MOBILE AD BRAND PURCHASE RECOMMENDATION
AWARENESS FAVORABILITY INTENT INDENT
• 400k downloads in two months
CONTROL
EXPOSED TO BRANDED CONTENT WITH MEDIA
InsightExpress Study on Myxer with Major CPG Advertiser
10 16

11. Sponsor an aggregation of content to attract desired audience.
• Capture the attention of your
target audience with a custom
content channel
• Auto enthusiasts
• Holiday shoppers
• Multicultural events
• Pair with entertainment
provider to provide music,
video, or other content for
target audience to enjoy and
share
Automotive Soul Channel
11 16

12. Advertiser sponsored
premium content from Katy
Perry & Jason Derulo that
were offered to users at no
cost
Branded web & mobile
channel paired content with
apparel
• 340k downloads delivered in six week campaign
• Custom Channel averaged CTR of 1.85%
• Homepage takeovers averaged a Total CTR of 0.95%
16

13. Discovery via friends’ newsfeeds
Myxer – Ringtone – Yo Gotti – I’m Good
http://www.myxer.com/ringtone:521754
13 16

14. Host unique listening events and join the conversation
• 100% share of voice
• Interact in a real-time music
conversation
• Audio and video creative spots
integrated with the listening
experience
• Group listening gathers friends
and leads to stickiness
Performance (first two months)
– 91% completion rate on
audio and video ads (!)
14 16

15. • Integrate deeply into an entertainment experience
– Don’t just spray banners around it.
• Build a presence on every platform
– Social requires mobile and desktop presence.
• Work in tandem with your existing social presence
– Campaigns should both drive followers to your
brand as well as engage those you already have.
16

16. A world where people’s lives are enriched by digital entertainment that is
woven into the social fabric of their lives.
16 16