Earning Consumer Trust through Crowdsourced Storytelling
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Transcript of Earning Consumer Trust through Crowdsourced Storytelling
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Earning Consumer Trust through Crowdsourced Storytelling
3 Case Studies How Brands Tap the Crowd for Authentic ContentJune 20, 2012
Download this presentation http://slidesha.re/CrowdStories
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• Online crowdsourcing platform
• Quality video & graphics content
• Partner with marketers + agencies
• Creative community 160,000 members
• Offices in U.S., Europe, South America
[email protected] | @CrowdCreativity
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We work with leading brands
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Often via agencies
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Have you or your team crowdsourced content for a marketing campaign?
1. Yes2. No3. Not sure
Poll #1
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Great Brands Tell Stories
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Great Brands Tell Stories
We humans process information more efficiently through stories.
Facts are 20x more likely to be remembered if they are part of a story, according to psychologists.
They entertain.
They’re contagious
They inspire action.
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Branded Storytelling Continues to Evolve
2001
2012
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The Rise of Visual Storytelling Online
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Online Video is Powerful, but Challenging!
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Crowdsourcing Can Help
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New way of getting things done
Enabled by connectivity and network effects of digital age and
Remarkable Crowdsourcing Results
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Case Studies – Crowdsourcing Stories
Engagement & Insight
Refresh & Position
Align & Inspire
Case Studies
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Case Studies – Crowdsourcing Stories
Bonus!
Engagement & Insight
Refresh & Position
Align & Inspire
Source & Share
Case Studies
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What Does Intel Mean to You?
Case Studies
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Case Studies
• Creative content the shows what the Intel brand means to fans
• 60-second personal, original videos or animations
• Campaign launched on Intel Facebook Pages across the globe
• Utilized Zooppa’s Facebook integration to execute
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Siemens
Case Studies
Changing Your City for the Better
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Case Studies
• Demonstrate how advances in technology can change the world for the better
• 2 – 5 minute mini-documentary videos
• 118 submissions from 26 countries, 6 continents
• Content currently featured on global corporate website; winner nominated for TED media award.
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Got Milk?
Case Studies
It’s Just Not Breakfast Without Milk
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Case Studies
• Refresh the got milk? campaign to defend and encourage milk consumption at breakfast
• 60-second short videos
• Nearly 200 submissions; held exclusive webinar with campaign participants
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Case Studies
Human Highlight Reel with the NCAA
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Case Studies
• Celebrate former NCAA student-athletes turned community leaders by spotlighting their stories
• 60-second short stories telling life stories of subjects
• 41 story profiles from 30 colleges and in 12 sports
• Content featured on NCAA microsite; winner shown live at Men’s Lacrosse National Championship, 2011
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Benefits of Crowdsourcing Stories
• Authenticity content• Many stories to choose from• Creates an interactive dialogue• Cost-efficient• Targets new generation of consumers• Enhances traditional marketing
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Poll #2
What aspect of crowdsourcing do you find most attractive?
1. Authenticity2. Consumer engagement3. Insights4. Novelty5. Cost-effective
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5 Steps to Crowdsourcing Success
• Goals
• Use & Placement
• The Ask/Project
• Incentives
• Promotion & Duration
Best Practices
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Goals
• Define early, well before launch
• Choose relevant marketing objectives
• What’s the big message?
Best Practices
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Use & Placement
• Bring clarity to the brief
• Design brief carefully
• Consider integration points
Best Practices
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Incentives
• Cash is King!
• Career-enhancing
• Fun!
• Ask WHY?!
Best Practices
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The Ask
• Limit tech requirements
• Be aspirational
• Focus on a singular theme
• Invite judges, raise profile
Best Practices
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Duration & Promotion
Best Practices
• 8 – 12 weeks
• Short = more motivation
• Provide support, feedback
• Create plan for urgency
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Receive a Free Consultation from Zooppa
Crowdsourcing can be a power practice for today’s WOM marketers. Learn how the practice can enhance your video marketing like it has for other top brand marketers and agencies.
Our creative team will:
• Be available for a 10-minute, no-commitment brainstorming session• Provide up to 3 free crowdsourcing ideas for your brand
Visit http://info.zooppa.com/WOMMA
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Download the Full Siemens Case Study
Learn more about Siemens‘ “Changing Your City for the Better”
Download at http://info.zooppa.com/siemens-study
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Zooppa bio
[email protected]://info.zooppa.com+1 (206) 623-1587
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