Crowdsourcing

Your Social Video

Solution

Produced by

The world’s leading source of

user-generated advertising

March 28, 2011

!!
sales.usa@zooppa.com ! +1 347 559 7329!www.zooppa.com!@ZooppaUSA
!
Crowdsourcing March 2011
! Social Video Solution
Your

Viral video has a new mainstream counterpart. Itʼs called social video.

Social video, simply stated, is video created with the intention of being shared online – not
specifically for television or for use as paid pre-roll or post-roll advertising – and designed to add
value to the social experience of the user, while delivering a branded message.

Ad Age describes social video as:

“The use of video as the central organizing element for social interaction and
storytelling -- it may tell us a lot about the future of online advertising.” 1

No longer the medium of the unknown content creator, social video has matured into a preferred
channel for brand and marketing executives who want to see a return on investment.

Social video is what consumers want.

In September 2010, representatives of online video platform Brightcove and video distribution
engine TubeMogul released two revealing insights on the role of video in the social experience
online:

• Facebook and Twitter have the longest viewing times (1:24 minutes and 1:18 minutes
respectively) for marketing and e-commerce videos discovered organically, while referral
traffic from Yahoo! and display ads tie for the shortest viewing times.2

• Referral traffic for online video from Facebook and Twitter is growing faster than from
traditional search engines. At current growth rates, Facebook will surpass Yahoo! within
the year to be the second only to Google/YouTube for video referral traffic.2

Online retailer Zappos has integrated social video into their e-commerce strategy and
experienced impressive results. According to VideoBloom, a video platform for e-commerce, by
implementing a simple social video strategy including having their employees shoot videos while
wearing their products, Zappos has:

! "!

!
sales.usa@zooppa.com ! +1 347 559 7329
!
Crowdsourcing March 2011
! Social Video Solution
Your

• Increased conversion of between 6% and 30% over products without video

demonstrations
• Featured 8,000 product videos on their site and plans to have another 50,000 by the end
of next year

Zappos attributes this success to the hypothesis that online video is:

“…engaging and gives products another dimension that is impossible to replicate

with text and images… it doesnʼt take professional talent or hours writing scripts
and planning video shoots to make a successful product video. Often times
people are buying more than a product, they are buying a lifestyle, and these
Zappos.com product videos show us that sometimes the best way to
communicate a lifestyle is to be genuine and have fun with it.” 3

The takeaway – social video increases a consumerʼs interest in your product, and likelihood of
sharing your message. This increase has accelerated with the introduction of new
communications channels in the last 5 years. In the infographic on the next page you can see
how the integration of video into social web platforms has accelerated since YouTube first
launched in 2005.

! #!

!
sales.usa@zooppa.com ! +1 347 559 7329
!
Crowdsourcing March 2011
! Social Video Solution
Your

Social Video Timeline

Google Wikipedia reportedly

acquires "Finally Gearing Up
Flickr for Video" 2
YouTube
announces
YouTube video
launches sharing
Gmail users
can watch
Facebook
video in chat
launches
Google
video
announces
Google TV

!""# !"$"
Apple
announces
Gmail users 2nd
Google can watch generation
announces video in Apple TV
universal email
search
Interactive
video search
engine
Qwiki
launches
Nielsen reports 42% of
U.S. mobile subscribers
Twitter
have video capable
announces
devices
New Twitter
with video
in-line
1. “Nielsen: Mobile Video Use Rises”, Adweek.com, Nov. 26, 2008.
2. Roettgers, Janko. “Wikipedia is Finally Gearing Up For Video”, gigaom.com, Jan. 30, 2010.

Technology leaders follow suit with infrastructure.

At the 2011 Consumer Electronics Show (CES) in January, online video and computer
networking giant Cisco, as well as industry-leading microchip manufacturer Intel, made it clear -
social video is top of mind.

Cisco forecasted “90 percent of all network traffic will be video by 2014”, and announced a new
technology initiative, Videoscape. The device line will provide users a seamless viewing
experience between cable television, mobile and online devices.4

Intel announced that the latest generation of its processors will have built-in support for handling
video, converting video between different formats for different devices, and enforcing movie
studios' digital-rights-protection policies.5

! $!

!
sales.usa@zooppa.com ! +1 347 559 7329
!
Crowdsourcing March 2011
! Social Video Solution
Your

When consumer behavior, communications channels and technologies evolve,

marketers follow suit.

In the last two years viewers have seen increased marketing innovation by companies
employing social video, in response to the increase in demand for the medium.

A recent article by MediaPost proclaims:

“2010 was the year social video advertising officially arrived… the number of
active brands in social video advertising more than doubled…to reach nearly
1,000 brands…social video campaigns generated 820+ million views and 1.5
million comments in 2009, while in 2010, these numbers increased to 2.7 billion
views -- a jump of over 3.3X -- and 4.4 million comments. In 2010, other
participating brands included McDonald's, Burger King, Coke, Nike, Adidas,
Walmart, Target, Verizon, AT&T, Ford and Volkswagen, to name a few…These
trends are likely to continue into 2011…as more audiences come online and
watch social video, we'll see more brands, more campaigns, and more
competition, all in efforts to influence consumer choice.”6

The following mini-case studies are examples of social video designed to fit into the viewerʼs
experience.

! %!

!
sales.usa@zooppa.com ! +1 347 559 7329
!
Crowdsourcing March 2011
! Social Video Solution
Your

“The Man Your Man Could Smell Like” for Old Spice

A digital response to the buzz around Old Spiceʼs already viral campaign, “The Man Your Man
Should Smell Like”, Old Spice character and actor Isaiah Mustafa dominated the collective
conversation on Twitter in July of 2010. By sending individual messages to Twitter users, the
campaign caught unsuspecting beneficiaries by surprise, essentially eliciting a response of
“Heʼs talking to me, the guy from TV is talking to me!” Because the videos being created were in
response to specific tweets and uploaded to YouTube, Old Spiceʼs “Responses” campaign was
easy to participate in, by tweeting in hopes of inspiring a video, and easy to share.

The “Responses” campaign alone received over 34 million aggregate views with over 38,535
comments. Old Spice went on to have the #1 all-time Most Viewed and #3 most subscribed
sponsored channel on YouTube and take the top spot as the #1 brand of body wash for men.7

! &!

!
sales.usa@zooppa.com ! +1 347 559 7329
!
Crowdsourcing March 2011
! Social Video Solution
Your

2011 Super Bowl XLV – “The Force” for Volkswagen

As a further indication of the proliferation of social video into the mainstream, 2011ʼs Super Bowl
XLV provided two different examples of how brands are “tapping social media to extend their
buy like never before”8. Firstly, more than half of 2011ʼs Super Bowl advertisements were made
available online before the event even started, most notably, Volkswagenʼs “The Force” ad. The
Force was released prior to airing on the Super Bowl and to date has received over 34 million
views, one million of which took place before the big game had even started. As the worldʼs
most watched television event, the fact advertisers seek more traction online before and after
the event than during underscores social videoʼs significance as an lucrative, emerging medium.

! '!

!
sales.usa@zooppa.com ! +1 347 559 7329
!
Crowdsourcing March 2011
! Social Video Solution
Your

Super Bowl XLV – “Pug Attack” for Doritos

Secondly, Doritos, teaming up this year with sister brand PepsiMax, returned to Super Bowl XLV
with the fifth annual installment of their “Crash the Super Bowl” campaign. The campaigns are
perhaps the most famous use of creative crowdsourcing to generate content and engage fans.
By directly including consumers into the ad creation process, Doritos has proven that creative
crowdsourcing can deliver impressive results:
• “Pug Attack” for Doritos received the #1 ranking from USA Todayʼs Ad Meter
• According to customer engagement company Alterian, PepsicCo dominated pre-Super
Bowl advertising buzz, with Doritos and PepsiMax receiving the first and second highest
number of mentions among online conversations9
• Research firm YouGov, also ranked Doritos at or near the top of spots increasing
positive buzz the days after the Super Bowl10
• A total of 5,720 submissions were entered into the 2011 CTSB, six of which were
selected as the winners to air during the Super Bowl broadcast
• Four out the six broadcasted submissions are among the top 10 most shared video ads
from Super Bowl XLV11

! (!

!
sales.usa@zooppa.com ! +1 347 559 7329
!
Crowdsourcing March 2011
! Social Video Solution
Your

With change comes risk.

Like anything new, staying on the leading edge means assuming a certain amount of risk. With
social video, that risk might come in several ways, including the investment of time and
resources in an idea that:
• Does not have the potential to deliver a measurable response
• Has the potential for success, but is not executed properly and returns less than
expected
• Does deliver a measurable response, but has negative implications
• Has great potential, is executed well, but delivers the wrong message
• Has great potential, but doesnʼt have the budget for great execution

One way brands are mitigating this risk is through creative crowdsourcing. Crowdsourcing is
described on Wikipedia as:

“the act of outsourcing tasks, traditionally performed by an employee or

contractor, to an undefined, large group of people or community (a crowd),
through an open call…it gathers those who are most fit to perform tasks, solve
complex problems and contribute with the most relevant and fresh ideas. For
example, the public may be invited to develop a new technology, [or] carry out a
design task (also known as community-based design). The term has become
popular…as shorthand for the trend of leveraging the mass collaboration enabled
by Web 2.0 technologies to achieve business goals."

While the term crowdsourcing is new, the practice dates back as far as the architectural design
of the Acropolis in ancient Greece. Applied to the creative production process, marketers are
looking to large communities of content producers to submit work in consideration for use in
advertising campaigns. Relative to the risks outlined above, there are several reasons
marketers might choose crowdsourcing as a model for the development of social video:

! )!

!
sales.usa@zooppa.com ! +1 347 559 7329
!
Crowdsourcing March 2011
! Social Video Solution
Your

• Ideas are generated by the consumer, so the likelihood of social appeal is higher
• The execution process is facilitated by participants, who have a stake in spreading
awareness of their work, and a pre-existing audience in their social sphere
• The brand can act as the moderator of the work, preventing a negative messaging from
spreading
• The cost is amortized over a large pool of participants, so the number of ideas compared
to the dollar investment is far higher than traditional returns
Market research firm comScore released a study on the effectiveness of user-generated video
including insights, including:

• The highest performing user-generated product reviews contain many of the same
effective elements seen in professionally produced television commercials

• User-created video not only yields promising persuasive executions, but does so in a
way that complements traditional forms of media

• When advertisers think of user-generated content, they mostly consider the impact of
creative going viral

• Brands are only beginning to uncover the value that lies in giving consumers their own
voice on the social web4

Word-of-mouth-marketing agency Brains on Fire cites statistics from a 2009 Yankelovich study
and the Edelman Trust Barometer that may indicate why user-generated content is compelling:

• 76% of Americans think companies lie in ads

• The percentage of Americans who think businesses will do what is right has dropped
from 58% to 38%

• For consumers, peer-to-peer conversation is 3x more credible than corporate or product

advertising15

The following is a case study of showing how Samsung crowdsourced advertising from the
Zooppa creative community. At the time of this report, the Zooppa community is made up of
over 100,000 members around the world, having achieved 84% year-on-year growth between
March 2010 and March 2011.

! *+!

!
sales.usa@zooppa.com ! +1 347 559 7329
!
Crowdsourcing March 2011
! Social Video Solution
Your

“Itʼs GO Time” for Samsung Galaxy Tab

Samsung introduced the Galaxy Tab in the fall of 2010 as an early competitor in the tablet
market. The creative brief was then released to the public with the following instruction:

“Up and above everything, the ads you make should be ads you would want to
share, ads that if you saw them, would make you want to take a second look; ads
you would pass on to friends. We are looking for ads that make you want to
laugh out loud, or stop and think, or make you want to run out and buy a Galaxy
Tab or all three.”

Trusting consumersʼ preferences, the campaign returned over 100 videos and an estimated
10.5 million impressions on the social web. After the submission process ended, Samsung
continued to receive impressions from social sharing, as users were invited to continue posting
the content on their social profiles until the end of the competition. Read the creative brief and
view the winning submissions for Samsungʼs “Itʼs GO Time!” campaign here.

! **!

!
sales.usa@zooppa.com ! +1 347 559 7329
!
Crowdsourcing March 2011
! Social Video Solution
Your

The social syndication process for both campaigns was augmented by Zooppaʼs value-adding
Power Sharing and Social Media Multiplier offerings, which drive peer-to-peer sharing through
incentivized participation.

Summary
Consumers favor online video as a source of information over traditional or less engaging forms
of media. Marketers are finding success creating social video experiences that tap into
consumersʼ tendencies to share content online, and benefit from the ease with which that
sharing takes place through emerging communications channels. In combination with peer-to-
peer sharing, user-generated content is found to be more credible than typical branded
communications. To generate large volumes of social video content, and start a natural cycle of
peer-to-peer sharing, major consumer brands are turning to crowdsourcing.

ABOUT ZOOPPA
Zooppa is the world's leading source of user-generated advertising. With a creative community
of nearly 100,000 members, Zooppa works with global brands like Samsung, AT&T, Nike and
Google and agencies including BBDO, MindShare and Razorfish to produce fresh and
compelling creative ads. Beyond content, Zooppaʼs innovative model offers brands and
agencies a cost-effective, strategic approach to engage consumers, build online word-of-mouth
and gain consumer insights. Learn more about Zooppa by visiting our website or viewing a
sample reel of creative work from our community.

! *"!

!
sales.usa@zooppa.com ! +1 347 559 7329
!
Crowdsourcing March 2011
! Social Video Solution
Your

Resources and Citations

1. Levins, H. (July 13, 2009). The Rise of 'Social Video' Marketing. AdAge Digital. Retrieved
from: http://adage.com/article/about-digital/rise-social-video-marketing/137811

2. Brightcove. (2010). Brightcove & TubeMogul Release Q2 Online Video Research Report
[Press release]. Retrieved from: http://www.brightcove.com/en/company/press/brightcove-
tubemogul-release-q2-online-video-research-report

3. Videobloom. (December 7, 2009). Video Increases Zappos.comʼs Conversion 6% to 30%.

Retrieved from: http://www.videobloom.com/blog/video-increases-zapposcom-s-conversion-
6-30asdfa!(March 22, 2011).

4. Videoscape. (n.d.) Retrived from:

http://www.cisco.com/en/US/netsol/ns1043/networking_solutions_market_segment_solution.
html

5. Cass, S. (January 6, 2011). Article: At CES, Video is King. Technology Review. Retrieved
from: http://www.technologyreview.com/computing/27038/page2

6. OʼMalley, Gavin. (December 15, 2010). Social Video Soars in 2010, Study Shows.
MediaPost: Online Media Daily. Retrieved from:
http://www.mediapost.com/publications/?art_aid=141425&fa=Articles.showArticle

7. Wieden + Kennedy. (July 14, 2010). Digital Response. Retrieved from:

http://www.wk.com/campaign/digital_response/from/old_spice!

8. Steinberg, Brian. (January 31, 2011). Marketers Suit up With Twitter, Facebook for 'Social
Bowl'. Advertising Age. Retrieved from: http://adage.com/article/special-report-super-
bowl/marketers-suit-twitter-facebook-social-bowl/148568/

! *#!

!
sales.usa@zooppa.com ! +1 347 559 7329
!
Crowdsourcing March 2011
! Social Video Solution
Your

9. Wasserman, Todd. (February 4, 2011). PepsiCo Dominates Pre-Super Bowl Advertiser

Buzz [STUDY]. Mashable. Retrieved from: http://adage.com/article/special-report-super-
bowl/marketers-suit-twitter-facebook-social-bowl/148568

10. Bush, Michael. (February 16, 2011). As 2011 Super Bowl Faded, Doritos and Snickers
Proved Lasting Winners. Advertising Age. Retrieved from: http://adage.com/article/special-
report-super-bowl/doritos-snickers-winning-days-super-bowl/148926/

11. Bondeson, Pontus. (February 8, 2011). The Top 10 Most Shared Ads Of Super Bowl
2011. The Meme Machine. Retrieved from:
http://mememachine.viralvideochart.com/blog/2011/2/8/the-top-10-most-shared-ads-of-
super-bowl-2011.html

12. Crowdsourcing. (n.d.). Retrieved from Wikipedia:

http://en.wikipedia.org/wiki/Crowdsourcing (March 22, 2011)
!
13. comScore. (October 13, 2010). comScore ARS Study Finds User-Generated Video
Reviews Exhibit Elements of Sales Effectiveness Usually Found in Professionally Produced
TV Ads [press release]. Retrieved from:
http://www.comscore.com/Press_Events/Press_Releases/2010/10/comScore_ARS_Study_
Finds_User-Generated_Video_Reviews_Exhibit_Elements_of_Sales_Effectiveness

14. Spike. (July 30, 2009). This is a reminder that nobody trusts you. Retrieved from:
http://www.brainsonfire.com/blog/index.php/tag/2009-yankelovich-study/ (March 22, 2011)

! *$!

!
sales.usa@zooppa.com ! +1 347 559 7329
!