Feed Company Digital Influence & Seeding

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BBDO Proximity Toronto Video Seeding & Digital Influence

September 16, 2010



BBDO PROXIMITY DIGITAL LAB 09-16-2010

Feed Company is the leader for seeding

videos on the Web for major brand

advertisers in the U.S. and Canada.

ABOUT FEED COMPANY




FEED COMPANY OUR CLIENTS

Our clients are the most creative and strategic agencies and brands.

We’ve partnered with BBDO Proximity on 15 video seeding programs for Gillette, FedEx, and

AMP Energy.

We provide turn-key social video expertise to

creative, media and account teams.




FEED COMPANY OUR WORK

Feed Company is the social video plug-in for integrated, multi-platform campaigns.

Brand: Pepsi AMP Agency: Proximity Canada

Campaign: AMP Works, Pass It On

Brand: Levi’s Agency: Levi’s Global Marketing Group

Campaign: Guy Walks Across America

Brand: Gillette Agency: BBDO/Proximity

Campaign: Fusion ProGlide “Believers”




FEED COMPANY OUR LANGUAGE

Social Video: Creative and strategic marketing

execution where video is more entertaining than

commercial. AKA “viral video.”

Earned Media: Audience attention as a result of a successfully executed social video strategy. AKA “free”

or “organic” media.

Engagement Capital: Marketers supply compelling

content in exchange for audience support or action.Compelling content earns a limited amount of

engagement capital to spend with viewer.




- Social Seeding Process

- Elements of Social Video

- Engagement Capital

- Seeding Integration Tips

- Success Metrics

- Budget

- When to Engage

DIGITAL LAB TOP LINE


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- Audience mapping

- Video Packaging

- Rollout Strategy - Site & blog outreach

- Social media outreach

- Analysis & reporting

SOCIAL SEEDING PROCESS



SOCIAL SEEDING PROCESS AUDIENCE MAPPING

Where does your audience live online?Every demographic has a distinct online behavior and unique internet culture.

Example:

Dairy Queen Mini Blizzard Target: Moms on the social web

Moms don’t engage

on video sites

Moms engage with mom

blogs & communities



SOCIAL SEEDING PROCESS VIDEO PACKAGING

Video packaging (title, description, tags)should optimize video for search and

communicate message to audience.

Descrip(on

Tags

Category

Account

Title

Mul(-Video

Campaigns

RelatedVideos



SOCIAL SEEDING PROCESSROLLOUT STRATEGY

Video seeding campaign rollout should support and coincide with other campaign

elements.



SOCIAL SEEDING PROCESSBLOG & SITE OUTREACH

Target multiple verticals to get top blogs andsites talking about brand and posting video.

Example:

Power Gig: Rise of the SixString

Video Games Humor & Internet Culture Ad & Marketing



SOCIAL SEEDING PROCESSSOCIAL MEDIA OUTREACH

Reach out to core audience and influencers on the social web. Enthusiasts are most likely to

watch, engage with, and share videos.

Example: Gillette Fusion ProGlide “Believers”

Feed Company rallies influential NASCAR bloggers to act as the voice

of the Gillette Fusion ProGlide campaign in the NASCAR community.



SOCIAL SEEDING PROCESS ANALYSIS & REPORTING

Delve into social video campaign insights and learnings to apply to future programs. Benchmark

performance against similar programs.

0

1.0

2.0

3.0

4.0

AMP Soft Serve Robot FTW Branded Non-Branded Call-to-Action

User Engagement

Engagements per 1,000 views



- Clever Brand Reveal

- More Than Entertaining

- Audience-Content Fit- Newsworthy

ELEMENTS OF SOCIAL VIDEO



SOCIAL VIDEOCLEVER BRAND REVEAL

Guy Walks Across America

Brand: Levi’s




Video packaging

links brand




Result: Users discussbrand connection




Result: Double coverage on top blogs

Before brand reveal: Content story After brand reveal: Levi’s story



SOCIAL VIDEOMORE THAN ENTERTAINING

Zombie Survival Guide: Starting Your Car

Brand: Ford

Campaign: The Fiesta Project

Agency: Team Detroit




Leverages Internet Meme: Zombies





Features Twitter Celebrity: @jonathan360




SOCIAL VIDEO AUDIENCE-CONTENT FIT

Andy Murray Tennis Street Magic

Brand: HEAD

Agency: AS Berlin





Audience attention starts above averagefor HEAD Andy Murray Video illustrating a

successful audience content fit.





Result: High earnedsearch ranking for

valuable lifestyle

keywords.




SOCIAL VIDEONEWSWORTHY

Super Delicious Ingredient Force

Brand: Taco Bell

Agency: DraftFCB

SOC O




SOCIAL VIDEONEWSWORTHY

Result: Mainstream

i n t e r n e t c u l t u r einfluencers ta lk ing

about Taco Bell. Tubefilter Homepage Feature

Shared with 20,955 Twitter followers




Marketers supply compelling video content in

exchange for audience support or action.

Compelling content earns you a limitedamount of engagement capital to spend with

your viewer.

Spend it wisely.

ENGAGEMENT CAPITAL

ENGAGEMENT CAPITAL




Use l ight branding within video so

entertainment value of content is not

interrupted.

Brand link can be made elsewhere in

packaging and blog messaging.

ENGAGEMENT CAPITAL LEVEL OF BRANDING

ENGAGEMENT CAPITAL




Lightly branded video content is shared 4x asoften as heavily branded content, and 10x as

often as videos with a call-to-action component.

ENGAGEMENT CAPITAL EFFECT ON SHARING

0%

25%

50%

75%

100%

Lightly brandedHeavily Branded Call To Action

Sharing Rate Comparison

ENGAGEMENT CAPITAL




Viewers engage (comment, favorite, rate) lightly

branded video content 2X as often as videos

with a heavy brand or call-to-action component.

ENGAGEMENT CAPITAL EFFECT ON ENGAGEMENT

0%

100%

200%

300%

400%

Lightly brandedHeavily Branded

Call To Action

Engagement Rate Comparison




SEEDING INTEGRATION TIPS

- Search Integration

-Social Property Integration

- PR Coordination

- Rollout Integration

MARKETING INTEGRATION




MARKETING INTEGRATIONSEARCH INTEGRATION

Paid search placementRazorfish

Earned search results

Feed Company

Coordinate your paid and earned search for best results for your campaign.





MARKETING INTEGRATIONSOCIAL PROPERTY INTEGRATION

Add compelling content to your brand’ssocial media platforms.





MARKETING INTEGRATIONPR COORDINATION

Link your seeding partner to your corporate

PR. Use video seeding campaign as social

marketing story for brand.

Corporate PR Seeding Partner





MARKETING INTEGRATIONROLLOUT INTEGRATION

Social video campaign rollout should support other campaign elements.

Example:

Video seeding coincides with television air date.




SUCCESS METRICS

- User Sharing

- Conversation and Sentiment

- Views- Blog & Site Placements

SUCCESS METRICS




SUCCESS METRICSUSER SHARING

13% of users viewed HEAD Andy Murray Tennis Magic video after it was shared with them.

0

20,000

40,000

60,000

80,000

6/13 6/16 6/19 6/22 6/25

Views from user sharing

Total YouTube Views

Average: 3-5%% of views from user-sharing via Facebook,

Twitter, email and IM.

SUCCESS METRICS




SUCCESS METRICSCONVERSATION & SENTIMENT

What is your audience talking about? Where are they talking?

SUCCESS METRICS




SUCCESS METRICS VIEWS

- Qualified- Front-facing

- User-initiated

SUCCESS METRICS




SUCCESS METRICSBLOG & SITE PLACEMENTS

Tier 1 sites blogging about your brand

SUCCESS METRICS




SUCCESS METRICSBLOG & SITE PLACEMENTS

Influencers and fans sharing your video with their followers




- Most seeding companies charge on a cost-

per-view (CPV) basis.

- Get a view guarantee from your seedingpartner for client’s full view goal . Additional

views are value add .

- Know your video seeding partner and what their specialty is.

BUDGET

WHEN TO ENGAGE




- Is the video newsworthy?

- Is the audience online, definable, and

reachable?- Is it a passion brand with a devoted following?

- Does the creative execution speak directly to

audience and embrace brand passion?

-Is video more entertaining than commercial?

WHEN TO ENGAGE VIDEO SEEDING PARTNER



QUESTIONS?

Campaign Contact

Josh Warner, President

[email protected]

323-469-3052 ext. 103

Miry Whitehill, Account Director

[email protected]

323-469-3052 ext. 102

mailto:[email protected]




Feed Company Digital Influence & Seeding

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