General Social Media

Engaging Customers through Social and Video – 360i Summit Panel

September 17, 2009

Adweek's Brian Morrissey at 360i's Digital Marketing Summit
Don’t mess with Brian Morrissey when he moderates your panel. He will ask you the toughest questions just by looking at you.

We have a great first panel today featuring Facebook, MySpace, YouTube, Hulu, and @bmorrissey. Here’s the lineup:

  • Angela Courtin, SVP – Marketing, Entertainment & Content, MySpace
  • Phil Farhi, Product Manager, YouTube
  • Michael Fox, Dir. of Marketing Solutions, Facebook
  • Kevin McGurn, VP of Sales, Hulu
  • Moderator: Brian Morrissey, Digital Editor, Adweek

MySpace

4 pillars: Music, Movies, Video, Celebrity (this was almost entirely a video presentation so it’s hard to capture it on the blog. but it did have a good amount of Bruno – can’t get enough of Meinspace)

YouTube

5 concepts for social media

  1. Create ads that work as content – referenced babies on roller skates from Evian
  2. it’s all about the dialogue
  3. Find the talent… and use it
  4. Tools Exist – use them
  5. Metrics matter

Facebook

Showed video reel on engagement ads.

Discussed the social graph – brands can act like people in the social graph.

300 million users, 50% rate of daily return, 84 million users in US. Every day, there’s about 60,000 birthdays – people can be targeted on their birthdays.

Mentioned Sampling Engagement Ad – can get people’s names/info to send product samples.

New development: Learned Targeting. When ad unit runs, can look at 200 different variables, can retarget people based on who’s similar to the best performing groups. Can target by action rate.

Tips
1. Leverage your fan base
2. Establish a consistent voice
3. Analyze, adjust and optimize

Hulu

Shared case study of FedEx on Hulu – they fast forwarded one of their TV spots when putting it on Hulu, saying “We’re bringing you content faster, courtesy of FedEx.” Then had call to action in display ad unit. Hulu then analyzed feedback on Twitter, Facebook, etc. Got great consumer insights. (for more on insights, see Randy Rothenberg’s keynote coverage)

Observations:

  • Repurposing TV still works though adapting for online is better
  • Experiment with out of the box ad lengths
  • WOM amplification occurs with breakthrough creative
  • Choice-based addressable ad formats work great there

Q&A

Q: What’s the one thing you wish marketers would keep in mind?

Facebook: We consider ourselves a tech company, not social media. Think of us for social marketing – build your own private networks.

Hulu: Get as many opted-in views rather than just impressions.

YouTube: Look at best creative assets you have, marry with interactivity of Web.

MySpace: Innovate and experiment in working with consumers’ social graph. Also on MySpace look at online-offline connection with all their offline events.

Q: Where does advertising fit in?

YouTube: It’s about having a conversation. You don’t need to run advertising but that can often be the way to get conversations going.

Facebook: An ad model that works is to build your Page and get a sense of your consumers. Advertising is more about promoting you’re on the site. Must figure out how to keep conversations going throughout the year, establishing an editorial calendar.

Q: Where are you seeing the most success for advertisers of your many formats?

YouTube: Match the ads to the content. There’s no silver bullet – it’s not just one single experience.

Q: Do you think you’ll have to be more aggressive with ad options or are you committed to make it unintrusive?

Facebook: We want to keep advertising within framework of user experience. The model we have now is working well for our clients. Big focus now is developing strategies to sustain consumer interest over time.

Q: With MySpace, the perception is it’s declining. Do you see it there? Where is it and who is its core demographic?

MySpace: We’re in a rebuilding phase. We’re understanding who our audience is.

Q: Hulu: How do you justify your high CPMs that are ‘four times what we’re paying on TV’?

Hulu: Advertisers have 100% share of voice in each pod. What we can do with ads is far better than what can be done on TV for similar cost. Also backing into GRPs, traditional metrics for advertisers. We have 95% repeat rate on all advertisers.

Audience Q&A

Q: Re: Hulu – how do you measure TV ads performing better on Hulu than TV? And are you talking to TV or digital buyers? Are you competing with TV buyers?

Hulu: We use Nielsen’s IAG product to measure engagement. The metrics resonate with the television crew. It’s a bit of a rugby throw-in as to where it lands. More than 60% of our dollars flow in from the broadcast side.

Q: What are the best ways for brands to grow their fan base on Facebook?

Facebook: The best way is through reach blocks or roadblocks. For reach block you can reach your target five times. Roadblock is taking over homepage for whole day. We have seen tremendous growth from clients using these tools. Papa John’s went from 70K fans to over 300K within week after one reach block for free pizza.

Q: What’s biggest opportunity for B2B marketers?

Facebook: It’s about targeting.

YouTube: Get your assets up on these platforms, find your specific audience.

Hulu: Overlay behavior that exist on other sites to have mosaic pattern.

Q: We want to drive traffic to our own site, not a social profile. How do we do that through social media?

MySpace: It’s really about the offer to send consumers where you want.

Facebook: It’s not all about staying on our site. Look at Facebook Connect. We have nothing against that notion. I’d recommend that if you’re not doing some transactional activity on your site, the Facebook environment can pretty much be recreated through Pages.

YouTube: Google’s core business is driving people off the site, but it’s about driving people off the site at the right time.

Q: MySpace mentioned bridging the gap between online and offline. Elaborate.

MySpace: We want to create experience online you can take offline. The Secret Shows program is sponsored by Citibank. 600 people get to come in to show on 24 hours notice. Major acts like Cure and Jay-Z. Then people come back online. Has same concept with comedians, fashion, movies, etc.