This is open: Joshua Rex presentation- Social Media Advertising 20/9/10

NEW FORMATS AND PRICING MODELS

JOSHUA REX | THIS IS OPEN

[email protected]

@OPENTWIT

FIXING ONLINE ADVERTISING

This presentation contains privileged and confidential information and may not be distributed or redistributed to any party with out consent.

Copyright © 2010 This Is Open Ltd. All rights reserved. Open MEDIA™, Open IMU™, Open CMS™ and Intelligent Media Unit™ are trademarks or

registered trademarks of This Is Open Ltd. Miomni™ is a registered trademark of Ether Digital Limited.

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Is social media just

another walled garden....?




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Facebook has its own closed, internal e-mail system, for example.

Google has built a suite of integrated web-based services. Users of

Apple’s mobile devices access many internet services through small

downloadable software applications, or apps, rather than a web

browser. By dictating which apps are allowed on its devices, Apple has

become a gatekeeper. As apps spread to other mobile devices, and even

cars and televisions, other firms will do so too.




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Most of the time

advertising in social media

makes no sense to me at all...




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Here is an example of an Open IU developed for SeaWorld Parks and Entertainment. IT’S FREE FOR A USER TO AD/POST TO FACEBOOK. Syndicated to 5%+ of your friends' feeds. FULL CONTENT CONSUMPTION WITHIN THE FEED -‐ NO CLICK OUT.

Virgin media behaviourally targets users without knowing whether they are interested in the service or not. DUMB. NOT GOOD.

We’ve been told the average click through rate on these ads os 0.003%. HOW POINTLESS!

THESE ADS REALLY SUCK!




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Other of course

would beggar to differ...




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This is a beZer use of social media -‐ although the content is confined to the walled garden of Facebook.DUMB. NOT GOOD.




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http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=135729

“Advertising is becoming a

consumer choice”

Joe Marchese

A good sign that a publisher can be effective for

an advertiser is if that publisher produces content

consumers would pay for, but instead can offer

free with the right advertising support.




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Would you pay for Facebook?

(Or the content inside it?)




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What is the role of

advertising in Social Media?




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Brand invasion of a social

(private) space?

“people are there so

we need to be there to!”




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Fuel and lubricate

conversation and content

distribution

isn’t that enough?




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To find social media’s role in the

advertising mix we need to go

back in time - to the birth of

online advertising.




14Back to 1999...




15Since 1999 we’ve been living with a print model of adver^sing online. DUMB. NOT GOOD.




16Adver^sers and publishers have been fishing for traffic. DUMB. NOT GOOD.




17Online adver^sing and display media has been relegated to the traffic signs on the informaôn super highway. DUMB. NOT GOOD.




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AgencyPublisher

Format

Advertiser

Cost Per Engagement. We’re caught up in a Catch-‐22. Publishers by and large won’t offer it because most display media formats are simply not engaging.




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Introducing an online

ad format that is breaking down

the walled gardens...




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...and bringing social media to

content and vice versa...




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...and gives social media purpose

within the context of advertising.

OPEN IMU™ (INTELLIGENT MEDIA UNIT)

This presentation contains privileged and confidential information and may not be distributed or redistributed to any party with out consent. Copyright © 2010 This Is Open Ltd. All rights reserved. Open MEDIA™, Open IMU™, Open CMS™ and Intelligent Media Unit™ are trademarks or registered trademarks of This Is Open Ltd. Miomni™ is a registered trademark of Ether Digital Limited.

THE DIGITAL AGENCY IN A BOX

The Open IMU™ allows you to build (or exploit an

existing) microsite hub into a standard MPU and run

across any network or publisher.

It transforms static display media into intelligent,

personalised (narrowcast) content channels.

Consisting of a suite of modules and components,

new functionality and content can be seamlessly

added on the fly via the Open CMS™.

Deeply integrated with social media, the the Open

IMU™ and can be shared to just about anywhere -

online, mobile, digital billboards and Internet TV..

OPEN IMU™


Aggregates content from multiple platforms then distribute through a highly interactive display

media format. Syndicate from the Open IMU™ to IPTV, mobile and more...

Seamless cross platform campaign orchestration...

SUPERCHARGED CONTENT DISTRIBUTION

Content everywhere it needs to be:

★ Ad serve the Open IMU™ with no rich media

fees

★ Auto convert to social media apps

★ Seed with blogs

★ Social identity log in, e.g. Facebook connect

★ Publish content direct to social media feeds

★ Push content from Open IMU™ to

★ mobile applications

★ internet TV

★ digital billboards

★ All managed seamlessly in the Open CMS™

HOW IT WORKS


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The Open IMU™ consist of a suite of modules

and components guaranteed to drive deep,

repeated interaction.

Optional components include:

★ Rate content

★ Comment on content

★ Upload content

★ Social identity log in, e.g. FB connect

★ Publish content to live feeds

Optional modules include:

★ Countdown to content

★ Alerts/Calendar reminders

★ Live telemetry (F1)

★ E-commerce

★ Competitions

★ Live streaming

★ Pay to view/Pay to own

★ Unlock hidden content

★ Register/CRM

★ Subscribe /Sign Up

Core modules:

★ Video

★ Photo

★ Blog/RSS

★ Home menu

★ Links

★ Galleries

★ Sharing

★ Full screen

New modules and components can be added

dynamically. For example, add upload content

to the video player. All content is controlled in

a user friendly CMS. You decide what content

is seen, when and where.

This presentation contains privileged and confidential information and may not be distributed or redistributed to any party with out consent. Copyright © 2010 This Is Open Ltd. All rights reserved. Open MEDIA™, Open IMU™, Open CMS™ and Intelligent Media Unit™ are trademarks or registered trademarks of This Is Open Ltd in various territories around the world. Miomni™ is a registered trademark of Ether Digital Limited.

EXAMPLE USER JOURNEY 25

User visits global host site (or

media partner). Call to action to ‘GRAB the IMU™’ - placed in

prominent position on homepage.

User GRABS IMU™ and adds to their blog, website and/or a social network page, such as Facebook.

User shares IMU™ content directly to ‘Live

News Feeds’ - Interact with the IMU™ in the feed..

IMU™ ‘Live News Feeds’ syndicated automatically to 5%+ of

users’ friends.

Push to grab mobile widgets in IMU™.

Enter mobile number and receive push sms to download

mobile widget(s).

This platform allows you to build (or exploit an existing) micro site into

a standard MPU




OPEN IMU™ (INTELLIGENT MEDIA UNIT) 26





Ad served as a standard MPU.

More than 5% average interacôn rate. Avg interacôn ^me of more than 5 mins. No drive to site. Massive viral distribuôn and repeat engagement. Running for 2 years and coun^ng...

hZp://www.thisisopen.com/clients/vmm/imu/2010

Transforms static display media into intelligent, personalised, (narrowcast)

content channels





Consisting of a suite of modules and components, new functionality can be

added on the fly





Unique utilities drive repeat, ongoing user engagement





The Open IMU™ is deeply integrated with social networks and can be shared to

just about anywhere – including mobile, billboards and IPTV





hZp://www.mclaren.com/home





Post to the live news feed and consume the content in the feedhZp://www.thisisopen.com/clients/seaworld

More than 7% average interacôn rate. Avg interacôn ^me of more than 3 mins. No drive to site. Massive viral distribuôn and repeat engagement.




WHAT ARE THE RESULTS?

5-10% AVERAGE INTERACTION RATE

120” + AVERAGE INTERACTION TIME

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VMM IMU™

Client: Vodafone

Agency: OMD International / This Is Open

This campaign has delivered over 100,000 unique installs and an average interaction rate of more than 100,000 clicks per 1,000,000

impressions served. Functionality includes over 200 videos, upload content (UGC), live telemetry, live commentary, push to mobile platforms

(iPhone, Android, Blackberry and Java) and create your own widget.

Vertical: Sports / Entertainment

http://www.thisisopen.com/clients/vmm/imu/2010


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WOD IMU™

Client: SeaWorld Park’s & Entertainment

Agency: Manning Gottlieb OMD / This Is Open

The corner stone of SeaWorld’s Park’s and Entertainment 2010 summer campaign - the WOD IMU™ enables users to browse 4 theme parks :

functionality for each theme park includes: what’s new, videos, interactive maps, latest offers, ticket selector and request DVD.

Vertical: Holidays / Entertainment

http://www.thisisopen.com/clients/seaworld


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TCP IMU™

Client: VICE

Agency: This Is Open

The Creator’s Project is an global initiative created by VICE and sponsored by Intel. The TCP IMU™ is the corner stone of a global media

campaign. The format delivers dynamic content in 7 languages.

Vertical: Music / Fashion / Design / Entertainment

http://www.thisisopen.com/clients/vice


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WKS09 IMU™

Client: Vodafone

Agency: OMD / This Is Open

A Vodafone sponsored “made for web” teen drama. The WKS09 IMU™ featured episode countdown, latest episode, episode archive and B-Roll

content, character bios, twitter and blog feeds and alert/reminder functionality.

Vertical: Entertainment


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Design Box IMU™

Client: mydeco

Agency: This Is Open

A dynamic “Top 10” product carousel, the mydeco design box also includes RSS feeds from every design blog that has installed the format.

Hand off to site for product purchase.

Vertical: Lifestyle / Home furnishings


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Pampers UNICEF IMU™

Client: Procter & Gamble

Agency: Starcom / This Is Open

P&G employed the Open IMU™ to promote and extend it’s association with UNICEF and the “Give the Gift of Life” campaign. P&G donated one

vaccine to the elimination of tetanus every time a user unwrapped the virtual present, became an ambassador (by installing on Facebook) and

download the free song.

Vertical: FMCG / CSR


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Expert Tips IMU™

Client: Microsoft

Agency: UM / Unruly Media / This Is Open

Experts Tips IMU™ aggregates developer content across 3 product suites. Functionality includes expert tutorials and blog feeds.

Vertical: Technology

This presentation contains privileged and confidential information and may not be distributed or redistributed to any party with out consent. Copyright © 2010 This Is

Open Ltd. All rights reserved. Open MEDIA™, Open IMU™, Open CMS™ and Intelligent Media Unit™ are trademarks or registered trademarks of This Is Open Ltd.

Miomni™ is a registered trademark of Ether Digital Limited.

THIS IS OPEN LIMITED

JOSHUA REXCO-FOUNDER

[email protected]

@opentwit

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This is open: Joshua Rex presentation- Social Media Advertising 20/9/10

Education

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intelligent media unit

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standard mpu

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