P&gpresentation sr 7_7_10
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P&gpresentation sr 7_7_10
- 2. Early Social Networking The Washington Post - July, 2004 media
- 3. Early Social Networking media
- 9. Entertainment Blogs Videos Groups Adoption Coupons Virtual Gifts Socializing Breed Info Local Info Forums Answers
- 16. • 7M active monthly pet owners
- 17. • 7M active monthly pet owners • 200M ad views +60M through retargeting
- 18. • 7M active monthly pet owners • 200M ad views +60M through retargeting • 3M pet profiles • 4M monthly video views - with pre roll, post roll, and bumpers
- 19. • 7M active monthly pet owners • 200M ad views +60M through retargeting • 3M pet profiles • 4M monthly video views - with pre roll, post roll, and bumpers • 60M monthly unique visitors through partners’ networks
- 20. • 7M active monthly pet owners • 200M ad views +60M through retargeting • 3M pet profiles • 4M monthly video views - with pre roll, post roll, and bumpers • 60M monthly unique visitors through partners’ networks • 1M pet owners organized in channels on:
- 22. • Social Media • Image Searching • Humor • Adoption • Photo Sharing • Information • Blogs • Mobile • Coupon Delivery • Video It’s about us taking your brand to where the conversations are taking place.
- 23. Ad networks are not networked...
- 24. Ad networks are not networked... Site Site Site Site Site Site Site Site
- 25. Ad networks are not networked...
- 27. Problems with networks: • Transparency - Measurement - Control
- 28. Problems with networks: • Transparency - Measurement - Control • Audience Size ≠ Audience Penetration
- 29. Problems with networks: • Transparency - Measurement - Control • Audience Size ≠ Audience Penetration • Not All Pet Content is Created Equally
- 30. Brand
- 31. Brand website ads twitter homepage takeover facebook widget newsletter
- 32. Brand website ads twitter homepage takeover facebook widget newsletter
- 33. Brand Brand Brand Brand Brand Brand Brand Brand Brand
- 34. Brand
- 35. Our ad network IS networked.
- 36. The 12 action sets: • Twitter • Comments/Fans • Facebook • Forum Posts • Videos • Content Channel Takeovers • RM Banners • Emails • Coupon Delivery • Virtual Gifts • Custom Elements • Mobile
- 37. The 12 action sets: • Twitter • Comments/Fans • Facebook • Forum Posts • Videos • Content Channel Takeovers • RM Banners • Emails • Coupon Delivery • Virtual Gifts • Custom Elements • Mobile
- 40. The traditional network approach: Brand
- 41. The traditional network approach: • 50M Rich Media Banners • 3M HP/NL Impressions Brand • Email collection for crm • Offsite Coupon for Redemption • Micro-Site Delivered across 20 sites: $180,000
- 42. Properly networked, we effectively apply and measure campaign objectives in a controlled environment... Brand
- 43. Properly networked, we effectively apply and measure campaign objectives in a controlled environment... Brand
- 44. Properly networked, we effectively apply and measure campaign objectives in a controlled environment... • 5M Homepage Takeover Impressions • 20M Banner Ads • Virtual Gifts • Group Page Live • Coupon for Download • Twitter/Facebook Strategy
- 45. Properly networked, we effectively apply and measure campaign objectives in a controlled environment... • 5M Homepage Takeover Impressions • 20M Banner Ads • Virtual Gifts • Group Page Live • Coupon for Download • Twitter/Facebook Strategy
- 46. Properly networked, we effectively apply and measure campaign objectives in a controlled environment... • 2M Interacted with Takeover Creative • 20M Banner Ads • Virtual Gifts • Group Page Live • Coupon for Download • Twitter/Facebook Strategy
- 47. Properly networked, we effectively apply and measure campaign objectives in a controlled environment... • 2M Interacted with Takeover Creative • 1.6M Saw Banner Ads • Virtual Gifts • Group Page Live • Coupon for Download • Twitter/Facebook Strategy
- 48. Properly networked, we effectively apply and measure campaign objectives in a controlled environment... • 2M Interacted with Takeover Creative • 1.6M Saw Banner Ads • 300k Gave/Received Virtual Gifts • Group Page Live • Coupon for Download • Twitter/Facebook Strategy
- 49. Properly networked, we effectively apply and measure campaign objectives in a controlled environment... • 2M Interacted with Takeover Creative • 1.6M Saw Banner Ads • 300k Gave/Received Virtual Gifts • 30k Joined Group • Coupon for Download • Twitter/Facebook Strategy
- 50. Properly networked, we effectively apply and measure campaign objectives in a controlled environment... • 2M Interacted with Takeover Creative • 1.6M Saw Banner Ads • 300k Gave/Received Virtual Gifts • 30k Joined Group • 10k Coupons Delivered • Twitter/Facebook Strategy
- 51. Properly networked, we effectively apply and measure campaign objectives in a controlled environment... • 2M Interacted with Takeover Creative • 1.6M Saw Banner Ads • 300k Gave/Received Virtual Gifts • 30k Joined Group • 10k Coupons Delivered • 100k Tweets/Facebook Posts
- 58. • Febreze = Pet Adoption • 3M Uniques saw Ad creative • 700,000 Virtual Gifts given • 300,000 Pet pages with Febreze Branding • 30,000 people joined group / crm • 2,000,000 Emails sent
- 59. Making social media and digital media work is all about rewarding and measuring directed behaviors:
- 60. Making social media and digital media work is all about rewarding and measuring directed behaviors: • Tweets /Re-Tweets • Facebook Wall Posts • Forum Posts • Uploading Images • Watching YouTube videos • Checking in with FourSquare • And any other trackable action online Ultimately, it’s about location based coupon delivery.
- 61. Take Chuck, for example:
- 62. Take Chuck, for example:
- 63. Take Chuck, for example:
- 64. Take Chuck, for example:
- 65. Take Chuck, for example:
- 66. Take Chuck, for example:
- 67. Take Chuck, for example:
- 70. FourSquare check-ins *Any FourSquare location *Time-boxed (set start & stop times for rewards) YouTube video favorite & comment *View and favorite or comment upon any video on YouTube *Time-boxed (set start & stop times for rewards) *View video on YouTube or via embedded player Visiting your Brand site Visiting your Retail partners site
- 71. Weekly winner from Mission: Chuck Me Out picture of self with prize pack as Facebook profile image What if this were a picture of a happy customer, holding a bag of newly purchased Pet food, in front of a geo-targeted Petco, having used a coupon we just delivered to his iphone?