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http://www.crikey.com.au/2009/07/03/web-site-story-im-on-twitter-im-on-twitter/

Discuss the latest trends in social media and advertising

Show case studies and examples of social media campaigns

Purpose of the event

Time Topic Speaker

2:50pm – 3:00pm Welcome Notes Markus von der Luehe (MD Adknowledge Australia)

3:00pm – 3:20pm The state of advertising in Australia

Anne Parsons (Chairman Mediacom)

3:20pm – 3:40pm Seeing the Wood AND the Trees – the social media landscape

Mark Higginson (Director of Analytics, Nielsen)

3:40pm – 3:55pm Chk Chk Boom: 15 seconds of Fame – The Aftermath

Brett Brewer/ Clare Werbeloff

3:55pm – 4:10pm Break

4:10pm – 4:30pm Get Real: Virtual Currency and Monetizing Social Media

Brett Brewer (President Adknowledge, Co-FounderIntermix (MySpace)

4:30pm – 4:50pm Digital Influence 501: What are the Next Trends and Hot Cases in Social Media

Brian Giesen (Director Digital Strategy, Ogilvy)

4:50pm – 5:10pm New Technology, New Audiences, New Engagement

Jennifer Wilson (Director, The Project Factory)

5:10pm – 5:25pm Wrap up & Questions

5:25pm onwards Drinks and Canapés

Agenda

Adknowledge is a ½ billion technologybusiness and has 300 employees across 8offices worldwide

We are an AdNetwork for Social Media sellingadvertising on applications across Facebook,Myspace, Hi5 and other social media sites

In Australia we have almost 4 million uniquesand ½ billion impressions

Our focus is on brand, video and engagement

We have done 5 acquisitions in the last twoyears: the most recent was SuperRewards

Adknowledge Brett Brewer, co-founder ofIntermix (MySpace), engineered the sale ofMySpace to News Corp for $673m

Introducing Adknowledge

A Paradigm shift?

Panasonic completed acampaign called the NextGeneration Talent competition,which asked UK students todesign the next ad for thePanasonic Viera Home Hubtelevision.

Marketing and Branding will change…

Crowdsourcing is like Tom Sawyer asking his friends

to paint the fence

And so will Product Development…

Forty percent of consumer community members offer suggestions that solve urgent problems

Fifteen percent of those suggestions are considered to be a completely new product

And political campaigns…

5,000,000The number of active Obama supporters across 15 social networks

It works as a distribution channel too…

A number of organizations are starting to get their brand advocates to sell their products

So what does this all mean for advertisers?

In the US: Advertisers are following the eyeballs

Social Networking sites account for 20% of display impressions

Bebo , 0.71%

Hi5, 0.75%MocoSpace, 0.81%

Other, 2.68%

Tagged, 3.16%

Facebook, 43.70%

MySpace Sites ,

48.90%

56%% of advertisers who plan to include social

media in their marketing plan in 2010

* MediaPost

• Email, (56.8%)• Social networks (56.3%)• Keyword search (49.7%)• Radio (42.2%)• Magazines (42.1%)• Online display (40.5%)• Event sponsorship (36.9%)• Rich media display (35.5%)

• Direct mail (34.7%)• Regional TV (32.8%)• Regional newspapers (31.7%)• Out-of-home (31.2%)• Email sponsorship (29.5%)• Online video (26.7%)• Mobile SMS text (26.1%)• National TV (18.2%)• National newspapers (14.8%)

Case Study 1: Carl’s Jr.

Carl’s JR. selected the top 10 Youtubers in the US to do a video commercial for their new Mushroom burger

3.3 million views within two weeks

Case Study 2: Gap - Fanpage

Entertaining video from ‘fit engineer’

+ more

Social Media strategy replaced TV

spend

Links to other social media – brand

extensionApp to choose

outfit prior to visit

Retail info and

product range

Engaging content and reason to fwd

and return

Fans to Date420,000

Case Study 3: Bonds

Video Application – Cost Per View/ CPM

1. Millions of Text Links and Streaming Banners to encourage users to engage with your

branded content

2. After reaching the millions of users via the branded banners and we also guarantee

engaged views within the customised branded application environment via text ads

CPM CPV

3. Once viewed the user can then interact with the application, click to website for more info,

find out more on the deals, recommend to their friends, and also rate the video content.

This is when the viral element kicks in.

Recommend to FriendsRate Video

Social TV: Cost per engagement

Video Application – Cost Per View

News feed is updated for all of

users friends

Charged per

engagement

Broad reach and deep engagement

Average engagement time: 2 minutes

How can brands effectively tell their story

in social media?

It must be entertaining! That is why the users are there.

Brands must seamlessly integrate with the story or purpose of the media;

Brand message gets through, but doesn’t whack them on the head

What’s in it for me? - Reward them for their action

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