An introduction to social video and the realities of the digital media landscape in early 2013...

1. CONTENT IS
KING
AMPLIFICATION
IS QUEEN

2. Generation Social
Spending power Influences another
exceeds £600 £270 billion in
billion spending
Biggest
generation in High life-time value
spending power
by 2015

3. From 25-50% of the population
More than a fourth of the UK population,
about 1/3 of the US population
Source: eMarketer, Jenks, Jared, Jennifer Pearson, and Hilary Rengert. "Demographic Profile--Millennials." EMarketer, May 2011.

4. Media Habits
+50 hours on internet
vs
+15 hours on TV

5. The internet is changing shape
Search, Portals, Email Curated social platforms

6. Personalised media

7. A change of power

8. 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
P2P on influencers and 5% on blogs.
Source: Technorati study, 2013 (http://technoratimedia.com/report/)

9. 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.
P2P
Source: Technorati study, 2013 (http://technoratimedia.com/report/)

10. “Real” social is key for amplification
P2P
Source: eMarketer: “Preferred method of sharing positive experiences with a brand/product according to US Internet users”, September 2011

11. CONTENT IS
KING

12. “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

13. Algorithms turn towards Engagement
Google’s Panda and Penguin updates puts
increasing focus on bounce rate, swell time Popular tweets will enter the top of people’s
and social actions. At long last SEO is returning search results and guarantee exposure.
to content quality over quantity Followers and engagement needed.
Facebook will show your posts to an Youtube is moving away from the view
increasing audience depending on counter itself being dominant for rank and
engagement of the page in general and in towards engagement metrics like view to
particular the individual piece of content. end, likes, shares, comments

14. MEASUREMENT & INSIGHTS
Performance:
Impressions
Views
% Delivery
Viewing:
Avg. session (sec)
% complete views
Total hours
Actions:
Clicks
Shares
Embeds
Insights:
Benchmark
Impact
Earned media

15. Learnings from a big jump
RED BULL
From renting to owning media
From ads to assets
#1 in gv social video equity 100
The long idea – 5 years
It doesn’t get more global
Art of Flight almost as good

16. Here’s how it stands

17. Learnings from a big jump
RED BULL
From renting to owning media
From ads to assets
#1 in gv social video equity 100
The long idea – 5 years
It doesn’t get more global
Art of Flight almost as good

18. AMPLIFICATION
IS QUEEN

19. Why did goviral start
The probability that people will watch your content?
Something like… 0,0001%

20. How video lives on the web
IN EDITORIAL
CONTENT
IN ALL SOCIAL
CHANNELS
ON ALL
PLATFORMS

21. HOW DOES IT LOOK?
Platforms Desktop Devices
(Exactly like any other native video)

22. VOLVO FH
FIRST NEW TRUCK IN 18 YEARS

23. Big tweets came toHELP us
BIG TWEETS TO help

24. ENGAGEMENT IS KEY
Amplification
Destination to user
User to User
Sharing

25. IT STARTS WITH A BIG SPLASH
FIRST DAY OF CAMPAIGN
500.000 +2,100
views Twitter profiles Multiple
organic versions on
+1,200 +20,000 CNN/ABC/FOX + Global
sites Facebook shares

26. OVERALL SUMMARY OF ACTIVITY
Performance
The campaign reached:
+200 countries
+71,000 sites!
+70m people exposed
Total viewing time: 64,378 hours
Clicks: 197,887 (8.92% CTR)
Impressions: 87.5 mil (5% CTP)
Booked views: 1,800,000
YouTube Views: 6,588,841
YouTube Honors: #1 in 16 markets in Auto
Overall ROI (See next slide): 32:1 on 600k EUR

27. MEDIA VALUE
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

28. “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

29. THE LONG VIEW OF AMPLIFICATION
OWNED RENTED DISTRIBUTED
CHANNELS CHANNELS CHANNELS
PUBLICATION SYNDICATION AMPLIFICATION
VOLUME OF AUDIENCE

30. THE ROADMAP
Create Amplify Measure
From ads to assets From recipient to active user Engagement over exposure
From programmatic buying to From impression and reach
From display and 0:30 to
native amplification tactics based measurement to actual
social content and 60-600 sec
and channels user actions and social impact

31. THANK YOU
@MADSHOLMEN