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Social Crowdsourcing
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Great Brands Tell Stories
Mensen nemen informatie veel efficienter op via verhalen.Volgens psychologen is het 20x meer waarschijnlijk dat feiten worden onthouden wanneer ze onderdeel zijn van een verhaal.
The Rise of Visual Storytelling
Online Video is Powerful, but Challenging!
What do you think about crowdsourcing?
“Crowdsourcing is the act of taking a job
traditionally performed by a designated agent and
outsourcing it to an undefined, generally large
group of people in the form of an open call.”
-Jeff Howe, Wired
Crowdsourcing Can Help
World leader for user-generated video and graphic advertising, powered by social media engagement
What is Zooppa?
Examples of Zooppa user-generated print ads Mini, Jones Soda, HTC, Best Western
• Crowdsourcing the art of brand messaging
• Engages customers and target audiences
• Connects with our fast-growing community of 200,000 members
• 200+ successful campaigns
Headquarters in Seattle, WA Offices in Europe and S. America
Zooppa clients: 150+ brands including
Often via agencies
Why user-generated content?
We are moving from a downloading culture to an uploading culture
• More participatory
• More social and communal
• More transparent
• More playful
• Always on
The social power of crowds
• Insights and diversity of ideas
• Each creator has a built-in fan base
• Branded WOM
• Peer to peer conversation is 3x more credible than company ads
Source: point 4 Edelman; point 5 Yankelovich
How Zooppa works…
Brand provides creative brief
Community creates content
Best work earn awards
Brand gets copyright for all work
4
R
B
Consumer-Powered Content
BRAND
Leveraging Passion
Compelling Themes
Social Media Multiplier
Quality Content
Distribution & Viral Seeding
Awareness and Engagement
The Zooppa Creative Community
• 200,000 members … growing 700/week• Range of rewards• Profiles and portfolios for members
Aspiring Students Weekend Warriors Professional Creatives
Member Profiles Community Growth 150+ Creative Network Partners
1/08 1/09 1/10 1/11 1/12 1/13
"Zooppa just gets it. Great companies, coupled with amazing projects ” --Jordan - Missouri
"Zooppa gives me the opportunity to develop a concept from scratch for renowned brands ” --Josie - Phoenix
”Cool thing about Zooppa is seeing what young people are doing – it is all about connecting ” --Jason - Chicago
Membership
0
40000
80000
120000
160000
200000
Zooppa introduces the Social Creative Brief
• Full concept collaboration
• Brands provide digital assets
• Audience, message and calls to action defined
• Brief informed by business objectives
Defining objectives & selecting a theme
• What’s most important:
Content? Awareness? Engagement? Insights?
• How does your brand fit into consumers’ lives?
• What conversations/content already exist?
• What message do you want to deliver?
• How will you use the content?
Submissions
Videos: 40 – 250 Prints: 200 – 1,000
Concepts: 50 – 100
Banners: 30 – 150
Options to enhance your crowdsourcing
Facebook App
Social Media Multiplier
Power Sharing
On CampusWhite Label Microsite
Post-Contest Distribution
Sustainability Mini-Documentaries
“One of the best things we ever did…” - Stefan Heeke, Head of Digital
Goal: • Documentary videos showing how
people are “changing their cities for the better”
Results: • 118 mini-documentary videos
• Submissions represent 26 countries, six continents
• Top videos appear on the homepage of Siemens’ global corporate website
http://zooppa.com/siemens
Case Study
Social videos for product launch
“Crowdsourcing has not only helped Samsung Mobile develop quality, branded video content; it's also provided an additional forum for conversation around our brand. We're excited to see contributors visualize the energy around Samsung Mobile products and share their work with families and friends.”
- Cosmin Ghiurau, Strategic Manager
Goal: • Videos and designs that show the
creative uses of Samsung’s new tablet computer in order to generate buzz around its holiday launch
Results: • 96 engaging videos, 357 print ads,
29 online banners
• Contest incentivized sharing of video and designs among social networks
http://zooppa.com/samsung
Video & Print Case Study
P&G Wella Shockwaves on Zooppa
“Thanks to all the users who engaged with our brand, surprising us with the quality and the number of executions submitted. We were excited in seeing how you quickly got acquainted with our brand understanding its nature and look and feel. You amazed us unleashing your creative minds to supply some top level executions. We had a tough time agreeing on the winners. Nevertheless we thank you for all the effort that has been put and we look forward seeing you in the next contest”.
Stephanie Haibt Brand Manager,
Female Beauty, P&G
Print Case Study
Example Social Print
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Rodric [email protected]. +31 683 23 2625
Photo: Lars Brenna
Engage with people-powered brand energy!