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• Brief introduction to Myxer
• The relationship between digital entertainment and social
media
• Why social matters in every digital campaign
• Case studies demonstrating techniques
– Branded Content (CPG, Insurance)
– Sponsored Content (Automotive, Retail)
• Summary
• Q & A
Agenda
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Bringing People Together Through Social Entertainment
• Streaming internet radio
• Music and personalized
downloads
• Content partnerships with
all major music labels
• Deep brand partnerships
• All socially connected
Bruno Mars, Front & CenterMusic by artists like Bruno Mars, D'Angelo,
Ginuwine, Brian McKnight and Floetry plays in this
room.
Now Playing:
Holy Ghost
by The Bar-Keys
Steve Branding, Tom Severson and 12 other
people are listening
3
11M app installs– 10M monthly combined uniquevisitors– 50 M downloadsevery month – 7 year operatinghistory
164
Who controls the experience of entertainment?
25 YEARS AGO
Mass media aggregated
enormous groups of people
into just a few segments.
Limited options meant
targeting was straight-
forward – but imprecise.
YESTERDAY
Personalized internet
services craft user-specific
“stations” on the fly,
fragmenting consumers into
their own personal silos.
TODAY
The social web has come
of age, driving discovery
from the social graph and
fueling an organic
explosion of friend-based
discovery.
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Brian HillI love the Postmarks!
Like • Comment • Share
5 hours ago near Deerfield Beach
Ben Heal“Go Jetsetter” is my favorite song of theirs…about an hour ago
You gotta check out their entire album. Its really fantastic! Their previous albums are also great.
SMS
5
70%…of consumers report listening to music by
an artist based primarily on what a friend
posted on a social networking site.
The Social Media Poll ~ The Hollywood Reporter ~ Penn Schoen Berland- March 2012
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• Recognize that social needs to be considered in every digital campaign – even straight display.
• Don’t run out and buy ads on Facebook just because everyone else is.
Source: Myxer Social Radio campaign Dec 2011-Jan2012
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• Display advertising performance (CTRs) increases 3x-5x vs. typical targeted banners
• “Earned impressions” exceed “paid” as your message traverses the social graph
• Demonstrable brand lift in awareness, favorability, purchase intent, and recommendation intent.
• Deepened engagement with brand followers.
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• Brand asset repurposed as music, ringtones, apps, video, and
image downloads.
• Everything is pre-wired into the social web to encourage earned
impressions and pass-along.
• It’s not an annoyance to the audience – it’s what they’re here for.
• Over 4.9 million branded downloads delivered in 2011
Utilize existing brand assets as entertainment content.
8
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USERS DOWNLOAD AND/OR “LIKE” CONTENT
MYXER’S 400K+ FB FRIENDS
EXPOSED TO CONTENT
VIRAL SPREAD VIA FRIENDS’
NEWSFEED
9
1610
BENEFITS
• Downloaders are self-identified
brand enthusiasts
• CTRs of over 1% for ads
surrounding branded content
(compare with 0.1% for typical
network spend)
• Sustained awareness and viral
spread through social graph
• Enhanced social media (FB)
presence.
• 400k downloads in two monthsCONTROL
EXPOSED TO BRANDED CONTENT WITH MEDIA
22.2%
43%
MOBILE AD
AWARENESS
20.8%
53.3%
13.9% 16.6%
BRAND
FAVORABILITY
PURCHASE
INTENT
RECOMMENDATION
INDENT
12.8%
67.3%
37.6%
54.2%57.3%
70.1%
InsightExpress Study on Myxer with Major CPG Advertiser
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Sponsor an aggregation of content to attract desired audience.
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Automotive Soul Channel
• Capture the attention of your target audience with a custom content channel
• Auto enthusiasts
• Holiday shoppers
• Multicultural events
• Pair with entertainment provider to provide music, video, or other content for target audience to enjoy and share
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Advertiser sponsored premium content from Katy Perry & Jason Derulo that were offered to users at no cost
Branded web & mobile channel paired content with apparel
• 340k downloads delivered in six week campaign• Custom Channel averaged CTR of 1.85%• Homepage takeovers averaged a Total CTR of 0.95%
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Myxer – Ringtone – Yo Gotti – I’m Goodhttp://www.myxer.com/ringtone:521754
Discovery via friends’ newsfeeds
13
16
Host unique listening events and join the conversation
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• 100% share of voice
• Interact in a real-time music
conversation
• Audio and video creative spots
integrated with the listening
experience
• Group listening gathers friends
and leads to stickiness
Performance (first two months)
– 91% completion rate on
audio and video ads (!)
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• Integrate deeply into an entertainment experience
– Don’t just spray banners around it.
• Build a presence on every platform
– Social requires mobile and desktop presence.
• Work in tandem with your existing social presence
– Campaigns should both drive followers to your
brand as well as engage those you already have.