native advertising seminar: social sharing with a purpose – why eq matters more than iq by andy...
Post on 12-Sep-2014
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Social is the new starting point for how we discover and share news with our friends. Brands now have a unique opportunity to connect and engage users by creating social content that users want to see and most importantly, share. Andy showed why EQ matters more than IQ in social advertising and why distribution is just as important as creating quality content. View the video of this presentation here: http://www.iabaustralia.com.au/events-training/recent-events-and-training/item/1512-iab-native-advertising-seminarTRANSCRIPT
January 2014 IAB Native Advertising Seminar
© 2014 IAB Australia Pty Ltd
Native Advertising Seminar
31 January 2014
January 2014 IAB Native Advertising Seminar
© 2014 IAB Australia Pty Ltd
#iabnative
January 2014 IAB Native Advertising Seminar
© 2014 IAB Australia Pty Ltd
Social Sharing with a Purpose – Why EQ Matters More Than IQ Andy Wiedlin Chief Revenue Officer BuzzFeed
3
Social Sharing
With a Purpose:
Andy Wiedlin
@acwiedlin
Why EQ Matters More Than IQ
4
100M+
monthly
UVs
BuzzFeed creates content
people want to share.
5
Total Traffic Over the Last 2 Years
(Monthly UVs)
Unique
visits per
month
133.5M GA Global UVs
in December 2013
6
“The media
landscape is
changing so
rapidly ... I
remember when
BuzzFeed was
just something I
did in college
around 2 a.m.”
-Barack Obama
Whitehouse Correspondents
Dinner
April 27, 2013
7
Agenda
Native < Social
Social changes everything
Social Storytelling for brands
Examples and discussion
8
Native Advertising: Paid ads that are so cohesive with the page
content, assimilated into the design, and
consistent with the platform behavior that
the viewer simply feels that they belong.
9
Native is good,
social is better.
10
Our POV
Consumers are looking to discover,
engage, and share content
Great brands are telling stories
through engaging and sharable
content to generate true word-of-
mouth marketing
11
The Facebook Test
12
Why do people
share things?
13
Content is about identity.
14
Have a heart
15 15
Capture the moment.
16
Humor is
social.
17 17
So are human rights.
18
Don’t post things people
are embarrassed to
share.
19
If content is social,
ads can be too.
20
Like Good TV, Ads:
Tell a story
Involve
people
emotionally
Are not
heavy-
handed
21
The BuzzFeed Story Unit
In-stream
and
content-
rich
22
The same hat, just tinier.
Justin Bieber’s yellow
Lamborghini
23
Watching the train pull up
right as you get to the
platform
Achieving the perfect
ratio of cream to sugar to
coffee
24
Australia: Caesar Salad
New Zealand: Roast Chicken
25
26
27
Guacamole hummus
Soup dumplings
28
Rub excess eye cream
into your cuticles.
Use a dab of aspirin
to treat a pimple.
29
Be a relevant voice to
your audience.
31
Source: comScore for
websites, NYTimes for
networks
Attracting a Young Audience
Median Audience Age for the
Top US News Properties
32
This is not new.
33
Measure Earned
Engagement
34
Always-on
marketing
35
Oreo
36
This little bridge you
see daily is perhaps
the most iconic in the
world.
You walk hills
everyday. Your calves
are HUGE.
37
Spend more, get more.
Social
Lift
Spend level over time
Average social lift
by spend level
Average CPE
by spend level
CPE
Higher
spend =
better lift
Higher spend
= better CPE
Spend level over time
38
Social
Mobile Video
39
Social
Mobile
Video
40
Key Takeaways
Native is good, but social is
better.
What credible stories can your
brand tell?
Give your avids content to
become advocates.
And have some fun!
