feed company digital influence & seeding
TRANSCRIPT
8/8/2019 Feed Company Digital Influence & Seeding
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BBDO Proximity Toronto Video Seeding & Digital Influence
September 16, 2010
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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
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BBDO PROXIMITY DIGITAL LAB 09-16-2010
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.
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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”
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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.
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- 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
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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
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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
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SOCIAL SEEDING PROCESSROLLOUT STRATEGY
Video seeding campaign rollout should support and coincide with other campaign
elements.
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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
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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.
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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
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- Clever Brand Reveal
- More Than Entertaining
- Audience-Content Fit- Newsworthy
ELEMENTS OF SOCIAL VIDEO
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SOCIAL VIDEOCLEVER BRAND REVEAL
Guy Walks Across America
Brand: Levi’s
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SOCIAL VIDEOCLEVER BRAND REVEAL
Video packaging
links brand
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SOCIAL VIDEOCLEVER BRAND REVEAL
Result: Users discussbrand connection
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SOCIAL VIDEOCLEVER BRAND REVEAL
Result: Double coverage on top blogs
Before brand reveal: Content story After brand reveal: Levi’s story
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SOCIAL VIDEOMORE THAN ENTERTAINING
Zombie Survival Guide: Starting Your Car
Brand: Ford
Campaign: The Fiesta Project
Agency: Team Detroit
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SOCIAL VIDEOMORE THAN ENTERTAINING
Leverages Internet Meme: Zombies
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SOCIAL VIDEOMORE THAN ENTERTAINING
Features Twitter Celebrity: @jonathan360
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SOCIAL VIDEO AUDIENCE-CONTENT FIT
Andy Murray Tennis Street Magic
Brand: HEAD
Agency: AS Berlin
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SOCIAL VIDEO AUDIENCE-CONTENT FIT
Audience attention starts above averagefor HEAD Andy Murray Video illustrating a
successful audience content fit.
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SOCIAL VIDEO AUDIENCE-CONTENT FIT
Result: High earnedsearch ranking for
valuable lifestyle
keywords.
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SOCIAL VIDEONEWSWORTHY
Super Delicious Ingredient Force
Brand: Taco Bell
Agency: DraftFCB
SOC O
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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
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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
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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
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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
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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
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SEEDING INTEGRATION TIPS
- Search Integration
-Social Property Integration
- PR Coordination
- Rollout Integration
MARKETING INTEGRATION
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MARKETING INTEGRATIONSEARCH INTEGRATION
Paid search placementRazorfish
Earned search results
Feed Company
Coordinate your paid and earned search for best results for your campaign.
MARKETING INTEGRATION
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MARKETING INTEGRATIONSOCIAL PROPERTY INTEGRATION
Add compelling content to your brand’ssocial media platforms.
MARKETING INTEGRATION
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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 INTEGRATION
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MARKETING INTEGRATIONROLLOUT INTEGRATION
Social video campaign rollout should support other campaign elements.
Example:
Video seeding coincides with television air date.
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SUCCESS METRICS
- User Sharing
- Conversation and Sentiment
- Views- Blog & Site Placements
SUCCESS METRICS
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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
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SUCCESS METRICSCONVERSATION & SENTIMENT
What is your audience talking about? Where are they talking?
SUCCESS METRICS
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SUCCESS METRICS VIEWS
- Qualified- Front-facing
- User-initiated
SUCCESS METRICS
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SUCCESS METRICSBLOG & SITE PLACEMENTS
Tier 1 sites blogging about your brand
SUCCESS METRICS
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SUCCESS METRICSBLOG & SITE PLACEMENTS
Influencers and fans sharing your video with their followers
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- 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
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- 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
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QUESTIONS?
Campaign Contact
Josh Warner, President
323-469-3052 ext. 103
Miry Whitehill, Account Director
323-469-3052 ext. 102