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1Copyright 2010, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
www.visiblemeasures.com@visiblemeasures / @BrianShin
Deconstructing Successful Social Video Campaigns & How to Measure Their Ultimate Impact on Your Brand
Brian Shin
Founder & CEO
1
www.visiblemeasures.com@BrianShin@visiblemeasures
Copyright 2011, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
www.visiblemeasures.com@visiblemeasures / @BrianShin
2
Video Analytics for Publishers & Campaign Measurement for Brands
Serving 100+ Leading Pubs And 100+ Major Brands
The Visible Measures Database
Copyright 2011, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
www.visiblemeasures.com@visiblemeasures / @BrianShin
3
We Know What Audiences Watch & Which Ads Work in Online Video
What Audiences Watch Which Ads Work
▫ Over 200 million monthly uniques
▫ Over 300 video destinations
▫ Over 250 million video clips
▫ Over 1.5 trillion total video views
▫ Years of historical data
▫ Industry Defining Video Ads Charts: Top Viral Ads (w/ Ad Age), Top Film Trailers (w/ Variety), Top Auto Ads (w/ Motor Trend)
▫ Trends: 1000+ social video campaigns weekly
▫ Share of Choice: Industry-level view of the brands audiences choose to watch in social video
The Visible Measures Database
Copyright 2011, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
www.visiblemeasures.com@visiblemeasures / @BrianShin
4
Social Video Combines Social Media With the Rich Story-Telling Capabilities of Internet Video
Social Media Internet Video
▫ Unlike traditional paid advertisings, viewers are in control in social video.
▫ Unlike traditional social networking, advertisers control the message in social video.
▫ Successful social video campaigns are distinct from other forms of online advertising.
Copyright 2011, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
www.visiblemeasures.com@visiblemeasures / @BrianShin
5
Social Video Embraces Audiences at the Center of the Dialogue
ChoiceEmotionInteractionSharingExpression
Social Video is
your content in the hands of consumers
Social Video puts Social Video can
spawn copies,remixes, & derivatives
be the center of social dialogue
Social Video can
Copyright 2011, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
www.visiblemeasures.com@visiblemeasures / @BrianShin
6
Your Target Audiences Are Increasingly Watching Social Video Advertising
▫ Views for Social Video Advertising Increased 3.3X in 2010▫ 2010: 2.7+ billion views
▫ 2009: 870+ million views
Source: Visible Measures (www.visiblemeasures.com)
Copyright 2011, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
www.visiblemeasures.com@visiblemeasures / @BrianShin
7
Brands from Nearly Every Category Are Investing in Social Video
Old Spice
Nike
Pepsi
Apple
Doritos
Toyota
Blendtec
Geico
The Most-Watched Categories in Social Video in 2010
Copyright 2011, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
www.visiblemeasures.com@visiblemeasures / @BrianShin
8
Competition Among Brands is Exploding in Social Video
Q3 2009 – Q3 201050% increase
Q3 2009 – Q3 2010230% increase
▫ We measure ALL social video
▫ We power industry-wide Top 10 Charts for Advertising Age and Variety
▫ Thresholds to make charts have increased dramatically
Copyright 2011, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
www.visiblemeasures.com@visiblemeasures / @BrianShin
99
In social video, consumers have infinite choice...In social video, consumers have infinite choice...
Copyright 2011, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
www.visiblemeasures.com@visiblemeasures / @BrianShin
1010
Do they choose to watch content related to your brand or your competitors?
Do they choose to watch content related to your brand or your competitors?
In social video, consumers have infinite choice...In social video, consumers have infinite choice...
Copyright 2011, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
www.visiblemeasures.com@visiblemeasures / @BrianShin
11
Traditionally, There Were Three Ways to Measure Consumer Choice in Social Video
▫Campaign views
▫Brand views
▫Competitor views
But they don’t tell the complete story.
Copyright 2011, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
www.visiblemeasures.com@visiblemeasures / @BrianShin
12
Campaign View Counts Don’t Show Brand Performance in Social Video
Views for Your Social Video Campaign
2.5 million
Your Campaign
Copyright 2011, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
www.visiblemeasures.com@visiblemeasures / @BrianShin
13
Brand View Counts Don’t Show Competitor Performance in Social Video
Total Brand Views in Social Video
5 million
Your Brand
Copyright 2011, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
www.visiblemeasures.com@visiblemeasures / @BrianShin
14
Competitor Views Alone Don’t Show Industry Dynamics
Social Video Views in Your Industry
5 million
3 million
1 million
7 million
9 million
Your BrandCompetitor 2Competitor 1 Competitor 3 Competitor 4
Copyright 2011, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
www.visiblemeasures.com@visiblemeasures / @BrianShin
15
Share of Choice™ Reveals True Brand Performance in Social Video
Quarter by Quarter Performance in Social Video
Q2 ’10Q1 ’10 Q3 ’10 Q4 ’10
4444
3311
2211
33
22
Your BrandYour Brand
Your BrandYour BrandYour BrandYour Brand
Copyright 2011, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
www.visiblemeasures.com@visiblemeasures / @BrianShin
16
Share of Choice™ is Built from the Ground Up in Social Video
1. Clip-Level DataHundreds of millions of clips from hundreds of video destinations
2. Campaign-Level DataThousands of video campaigns
3. Brand-Level DataHundreds of brands
4. Industry-Level DataDozens of industries
Mobile Tech
Top 10 Charts
Copyright 2011, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
www.visiblemeasures.com@visiblemeasures / @BrianShin
17
Share of Choice is Analogous to Share of Voice, a Measure of Media Weight and Influence in Broadcast
Share of Voice: The brands that spend the most
Share of Choice: The brands consumers choose to watch
Copyright 2011, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
www.visiblemeasures.com@visiblemeasures / @BrianShin
18
The Road to Capturing Consumer Choice Begins in Social Video
PURCHASEPURCHASE
PreferencePreference
ConsiderationConsideration
OpinionOpinion
AwarenessAwareness
Consumer Choice Consumer Choice
‘Traditional’ MediaConsumers choose only at the point of purchase
Interactive MediaConsumers choose at the beginning and at the end of the marketing funnel
Choice Conditioning: Allowing users to choose your brand prior to the point of purchase
Consumer Choice
(Social Video)
Copyright 2011, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
www.visiblemeasures.com@visiblemeasures / @BrianShin
19
Deconstructing Successful Social Video Campaigns
Develop memorable content
Employ surge media
Extend the campaign
Encourage audience participation
4 Core Best Practices
Copyright 2011, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
www.visiblemeasures.com@visiblemeasures / @BrianShin
20
Best Practices Employed: Memorable Content Encourage Audience Participation Extend the Campaign Surge Media
“Old Spice Guy” character was introduced as part of prior campaign and became a celebrity... brand doubled-down with two additional campaigns
Ground-breaking approach involved shooting 180+ online-only short ads that were direct responses to audience requests via social media
Responses helped Old Spice capture nearly 75% of the male grooming category in Q3 2010
Successful Social Video Campaign: Old Spice: The Man Your Man Could Smell Like
Copyright 2011, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
www.visiblemeasures.com@visiblemeasures / @BrianShin
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Responses Generated Over 50% of “Old Spice Guy” Views
Source: Visible Measures (www.visiblemeasures.com)
The Man Your Man Could Smell Like
The Return of the Man
Responses
Surge MediaSurge Media
Surge MediaSurge Media
Memorable ContentMemorable Content
Memorable ContentMemorable Content
Surge MediaSurge Media
Memorable ContentMemorable Content
Extend the CampaignExtend the Campaign
Extend the CampaignExtend the Campaign
Encourage Audience ParticipationEncourage Audience Participation
Copyright 2011, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
www.visiblemeasures.com@visiblemeasures / @BrianShin
22
Responses Campaign Helped Old Spice Capture Nearly 75% of the Male Grooming Category
OtherOther OtherOther OtherOther
Gillette/BSFGillette/BSF
Source: Visible Measures (www.visiblemeasures.com)
Copyright 2011, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
www.visiblemeasures.com@visiblemeasures / @BrianShin
23
Successful Social Video Campaign: Evian: Live Young
Core Creative Assets
Baby Breakdance: 7.3 million views
Roller Babies: 95.1 million views
Best Practices Employed: Memorable Content Surge Media Extend the Campaign
Began as an online-only campaign... but massive viewer response helped push it into broadcast
Compelling creative approach, strong music component
Campaign involved multiple core creative assets, including internationally localized versions
Extension video assets, including behind-the-scenes clips and ‘interviews’ with the babies, extended reach by 8%
Over 40% of all campaign views were viral
Follow-on Assets
Additional Content: 9.7 million views
Baby MoonWalk: 8.3 million views
Copyright 2011, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
www.visiblemeasures.com@visiblemeasures / @BrianShin
24
Evian Scored Views with Memorable Content and Campaign Extensions
Source: Visible Measures (www.visiblemeasures.com)
Memorable Content
Memorable Content
Memorable Content
Memorable Content
Roller Babies
Baby Breakdancing
Baby Moonwalking
Making of 2Making Of 1
Baby Interviews
Extend the CampaignExtend the Campaign Memorable
ContentMemorable
Content
Extend the CampaignExtend the Campaign
Surge MediaSurge Media
Extend the CampaignExtend the Campaign
Extend the CampaignExtend the Campaign
Extend the CampaignExtend the Campaign
Copyright 2011, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
www.visiblemeasures.com@visiblemeasures / @BrianShin
25*Other includes brands with less than 5% Share of Choice
Evian Remains on Top of the Beverage Category, But its Dominance is Fading
Red BullRed BullRed BullRed Bull
Red BullRed Bull
Red BullRed Bull
OtherOtherOtherOther OtherOther OtherOther
Source: Visible Measures (www.visiblemeasures.com)
Thank you!
Brian Shin@brianshin
@visiblemeasureswww.visiblemeasures.com