How media owners can offer more value to a brand than an advert - with some co-creation case-studies revealing the real ROI and shared value from adopting this method.

1. Making media more valuable Building better businesses The Co-Creation Consultancy

2. We are.. We are a global network of leading social media specialists. Our backgrounds are Marketing, PR, Research, Brand Planning, Business Consultancy & Web Development We help departments or whole-businesses locally or internationally adapt and win in social media We are a crowd of experienced researchers, planners, brand strategists, web developers, traditional & social - media specialists We use co-creation techniques to deliver insight, innovation and rapid outcomes for organisations We aim to make your media space more valuable to all stakeholders; including the advertiser, the audience, and most importantly you We achieve this at significantly reduced cost thanks to our long experience and deep expertise in the latest social technologies and co-creation processes

4. NEXT ?

6. In 2010 Facebook will account for 25% of all social network related spend earning $605 millioneMarketer

7. But.. Facebook still only offer brands the ability to buy ads or figure out the social media game for themselves. Most buy the ads and fail at the rest. We know because they come to us as a consultancy to fix the problem Facebook will keep with the old ad model and only focus on improving targeting because when your earning $605 million from it you don’t care But ad money isn’t using Facebook because its ad model works better than anywhere else in fact its lower (Average CTR 0.07%) that’s 99.3% waste! Ad money is just following the eyeballs and not questioning the fact that people simply don’t respond to ads in social media You have the opportunity to address the problem and offer something that gives a better ROI

8. We advise brands to use their ad money on more productive means of user engagement Media owners can help make this possible and retain the client spend We aim to help the world’s big media owners create a ‘new way’ with alternative revenue streams that deliver a greater value to all parties; the users, the brands and media owners With them we can truly help brands be less wasteful, more efficient and more relevant

9. Media owners should look at things differently: By having great content you have earned access to people and their friends. This gives you rich social data and a powerful platform.

10. What can you do with this data and platform that is more valuable than advertising?

11. So be a platform: For Consumer Insight... Cynical ‘Companies always pretend to be green’ Liberal ‘I would never vote for them’ Sensitive ‘I feel fat in everything’ Anti-sweat shops ‘I hate Nike’

12. A platform for Collaborative Action (beyond just your own spaces). Platform 1.Action 2.Group Action ! 3. Inspired Crowd

13. This..

15. Stats are 30% US vs 70% from other nations

16. $5 million invested in local communities.

17. 32 new grants and $1.3 million awarded each month

18. By end of May, over 2 million users have registered

19. 5,000 new ideas submitted

20. The public cast up to 10 votes per day

22. Customers can give their opinions on everything from; (Product), (Service), in-store music, layout, (Involvement) corporate social responsibility, marketing and advertising

23. They feature and reward the most active users and implement a high number of suggestions that directly feed back into 92,346 Ideas submitted Monthly Users, 1,320,294 Daily Users, 43,407 Monthly Page views 5,532,032 28 Ideas have been actioned E.g. a Blackberry App, ‘I’ll buy you a drink remotely’ and Mocca Coconut Frapuccino

25. Direct2Dell av. 3.5 million + monthly page views / ranked 3,683 out of 107 million (Technorati).

26. StudioDell receives up to 70,000 views daily.

29. With a target of 100,000 votes, there were nearly 400,000 in total - with 150,000 cast from within the rich media ads.

31. The online service launched in 1999 and gave the ability to choose from a limited range of different material and colours to develop their own style of tennis shoe.

32. Giving a total of 31 different customizable and a choice of 82 different materials and option types.

33. The NIKEiD online business has more than tripled since 2004

35. In July 2008 Walkers launched ‘Do us a favour’ to give power back to the consumers and ‘capture the heart of the nation’ inviting the public to create the next great flavour of Walkers Crisps.

36. 6 new flavours got introduced into the market for consumers to decide which one ‘tickles their taste buds’ the most.

37. All 6 finalists have received £10,000 with the final winner to receive £50,000 plus 1% from sales’ profit.

38. 1.2 million flavour’s ideas submitted

39. 440,000 Unique Users

40. Influenced all Above-The-Line creative activity (Press, TV, Radio)

42. Directed by – Claudio Von Planta (Long Way Down & Long Way Round) and produced by and with a team of bloggers from the UK, France, Germany, Spain and Italy, a final cast of 13 were chosen from journey ideas submitted online.

43. All the journeys are taken in the new Honda CR-Z as they undertake their leg of the journey across Europe. Coverage of the trips were covered by a team of bloggers.-1000 Trips Submitted in 4 weeks -13 trips Selected for the final film -A production team of 18 bloggers involved helping steer decision making

45. The DEWmocracy platform has become a pedestal for collaboration among fans, as Pepsi loosens control and turns over the creative process.

46. Recently they opened up NPD for 3 new flavours in a year long project even down to names, package, and ad campaign and media buying

47. Mountain Dew lovers even guided the media-buying process with 4,000 Dew Labs members polled about their favourite Web sites and then media partners then pitched the DEW Labs community.

48. 700,000 reported unique visits and 200,000 registered users

49. 8-10 week period generated 3,500 threads

51. As part of the campaign, the youth have been asked to give their answers on situations like what they would do if their father appeared while they were hanging out with their girlfriend. The participant providing the winning answer would get his/her picture on a Pepsi My Can.

52. Give new face to pack and brand

53. 3.6 million Pg Views

54. 3.06 users

55. 2.89 million votes

57. make better products be better businesses improve their services get consumer opinion and buy-in on their decision making co-create their marketing campaigns Help brands:

58. By already having the basis for such a platform you save clients time & money in trying to build one themselves. You guarantee scale.

59. Offer the Full Cocreation Package Purpose Discover Co-creation Process Introduce Surface Fix / Act for a fixed price.

60. The 90:10 Co-Creation Process OPEN Attracts more users more ideas, potential new customers Private, Safer, faster; greater control CLOSED

61. Next steps We’d like to talk to you about how you can: a) understand the social lives of your communities and sell those insights to clients b) provide co-creation solutions to your clients c) become a 90:10 Rewards Network Partner

62. What are you waiting for? Contact: Jamie Burke CEO 90:10 Group jamie@ninety10group.com David Cushman MD 90:10 Group UK david@ninety10group.com