Social Integration: Increasing the

Effectiveness of Digital Campaigns

Myk Willis, Founder

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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

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11M app installs– 10M monthly combined uniquevisitors– 50 M downloadsevery month – 7 year operatinghistory

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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

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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.

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USERS DOWNLOAD AND/OR “LIKE” CONTENT

MYXER’S 400K+ FB FRIENDS

EXPOSED TO CONTENT

VIRAL SPREAD VIA FRIENDS’

NEWSFEED

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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

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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.

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A world where people’s lives are enriched by digital entertainment that is

woven into the social fabric of their lives.

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