Honeyshed Deck

8/14/2019 Honeyshed Deck

1/42

HoneyShed

!"


2/42

!! HoneyShed 101!! The HoneyShed Experience!! Building the HoneyShed Audience!! The HoneyShed Opportunity!! The Buzz About HoneyShed!!

Appendix

AGENDA"

#"


3/42

HoneyShed101

$"


4/42

!! The youth audience in America influences as much as half of all spending in theeconomy, and has a purchasing power of more than $200 billion per year.*

!! Marketers realize they cannot reach todays youth (especially GenY) throughconventional messaging and channels

!!HoneyShed provides marketers with a unique vehicle for creating authenticconversations between marketers and consumers

FillingtheGap:ReachingGenY"

%&'()*+,'("-./'+0,12'3"0("+'4)+/'5"6."7088"9/+''/":)*+.08";0+


5/42

HoneyShed101"

!! Our ensemble cast of tastemakers present, demonstrate, and talk about advertisersproducts in an authentic way thatcelebrates the sell.

!! Were not forcing brands into storylines or pushing product into someone elses party.At HoneyShed, the brand and the products are the party.

HoneyShed has been described by Business Week as

A New Breed of Branded Entertainment!We like to describe ourselves as

The shopping network for

the Digital Generation

!! We have an unspoken agreement with our audience;they are here toshop and we are here to sell.

C"


6/42

WhatMakesUsSpecial"!! Our creative content is unique, unexpected and authentic

Our creative team takes pride in our attention to detail, as seen in our sets, costumesand storylines. The approach speaks to the demographic because we are thedemographic. This is what keeps us authentic.

!! We are where our audience is18-26 year olds spend an average of 21 hoursa week online. Through syndication partnershipsand cross-promotional strategies, your contenton HoneyShed will be seeded across the internet.

!! Top Quality Content that is yours to keepThe content that HoneyShed createsspecifically for your brand is yours to keep! It canbe used on your website, in marketing materials,widgets, branded micro siteseven on television.

A"


7/42

TheHoneyShedExperience"Site features and more

D"


8/42

HONEYSHEDCHANNELS

HoneyShed is comprised of 8 channels. Each channel spans

the interests of our audience

Denim, shoes, handbags,jewelry, lingerie, athletic

wear and more!

Sneakers, hats andeverything in between.

Cosmetics, Body Care, SkinCare, Hair Care, and

Fragrance.

Cameras, gadgets,computer gear and more!

A must-have productoffered daily at a deep

discount exclusive toregistered users. "

A selection of HoneyShedPromos. A place for users

to experience the playfulHoneyShed spirit.

A place for emergingbrands to upload their

own product videos.

E"

Reviews of your favoritemovies with a

HoneyShed twist!


9/42

TheUserExperience

THE LANDING PAGEThe landing page is the entry point into HoneyShed.com. When the user arrives, a series ofvideos are played including a HoneyShed welcome video, pre-roll ads for new site features suchas promotions and contests, and finally a montage of this weeks new products which linkdirectly to the full video. The user can skip back and forth between opening videos or skip thissection entirely and go directly into the main page.

F"


10/42

Interactingwiththecontent

BUY NOW: This directsusers to the productpage on thesponsors site or e-commerce partner tocomplete thetransaction.

SHARE: Allows usersthe ability to email orembed contentthroughout the weband socialnetworking sites.

REVIEW: Gives usersthe ability to rate

products and readand write reviews."

STASH: A users stash is a bookmarking function that allows users to keep a list of products they like. The stashcan be emailed or used to create a playlist for an a player that can be embedded on blogs or socialnetworking pages. The stash allows users to express their unique identity by showing others what productsthey love.

!@"

CONCURRENT AD

UNIT: HS.com has athe ability to run abanner ad while yourclip plays."

STATUS

MESSAGE:Directlybelow theplayer, amessage bardisplaysinformationaboutactivity on

the site whos doingwhat onHS.com

SEARCH:Users areable tosearch bybrand,product

name ortype, color,and more!


11/42

Registration

REGISTRATIONUsers are encouraged to register by restricting certain features to registered users only. The registration

screen collects user information and allows opting-in to communication from brand partnersG"

!!"


12/42

BuildingtheHoneyShedAudience

!#"


13/42

!! Site redesign comprised of new features such as product/brandsearch, registration, new channels etc.

!! Strategic combination of Traditional Digital Media, Social Media /WOM and Distribution tactics

!! Partnerships with portals and relevant targeted sites and networks!! Emerging Media channels/social media with heavy usage among theHoneyShed target!! Optimize campaign based on back-end site metrics and distributed

high-value-tasks

We have assembled a top team of marketing, media,promotions, PR and analytics experts to drive the HoneyShedlaunch. The launch plan includes a significant investment against

the following tactics:

LaunchingHoneyshed2.0"

!$"


14/42

Onlineadvertisingapproach"

Display advertising will be used to drive targeted and efficient reach across the internet

Advertisingcreative, including sample clips. will be developed to expose the broaderaudience to the HoneyShed content and value proposition

Ongoing measurement and optimization will be performed to focus our efforts on theplacements that drive the most engaged visitors

Site selection will run across leading advertising networks, premium content sites andbroadband video sites to help drive buzz, awareness and distribution of the brand andcontent"

!B"


15/42

HoneyShed will employ a two pronged approach to social media

Media:

! Advertising in blogging networks! Utilize media partnerships with social media components to drive social participation

beyond the banner

!

Postings on social media sites

Advocacy:! Build strong relationships, affinity and advocacy for HoneyShed and HoneyShed

clients across social media! Influencer marketing approach, primarily through bloggers! HoneyShed blogging! Sharing elements on our site/player! Leverage PR opportunities to connect with editors and other influencers

SocialMediaActivation"

!C"


16/42

! Drive highly qualified visitors via paid search! Purchase keywords to align with HoneyShed channels

!! Girl Fashion, Kicks & Lids, Fun Shit, DVDs, Music Videos, Makeup, Body Care,Tech & Toys

! Expand keywords to general shopping category terms taking care to avoid existingsponsor campaigns

! Use Yahoo! Search Submit Pro paid inclusion product to increase visibility! Craft copy to appeal to HoneyShed audience resulting in valuable site visits! Optimize in real time to focus activity on top performing keywords

SearchStrategy"

!A"


17/42

Win Your Stash! Visit HoneyShed.com and stash your favorite items and you couldWIN the items in your stash! Each visit to HoneyShed is another chance to win. Plus

daily giveaways provide even more reasons to stop by HoneyShed!Big Idea

"! Visitors to HoneyShed.com are prompted to register for the promotion and additems to their stash (essentially a wish list of items they like)

"! Those who havent registered will be reminded to register when they try toadd items to their stash, and as they interact with the site

"! Each visit to HoneyShed.com is another entry into the sweepstakes to win thecontents of your stash (up to $10,000 amount)

"! Daily draws for specific products, potentially sponsored by advertisers"! For example, MAC hosts a day where anyone with a MAC product in their

stash is entered into a drawing to win a MAC product

"! Participants can share their stash with friends for additional entries intosweepstakes

"!Winners name will appear on the site and the Grand Prize winner will be showcased via video

How it Works

"! Promotion will launch when new site launches (Nov 3 is scheduled launch date)"! In-market for 1 monthTiming

"!Win Your Stash Grand Prize drives traffic and excitement"!Promotion mechanics encourage users to interact with the site and use the stash feature"!Daily prizes involve advertisers and generates returning visits and excitementSolves For

WinYourStashPromotion"

!D"


18/42

! HoneyShed employs a hybrid destination-distribution model, following the latest industrythinking on how to build a content brand

! HoneyShed.com has multiple sharing features that make it easy for users to take content withthem. Users can:

! Email links to HoneyShed content to friends! Email links to the items in their stash! Embed a HoneyShed video that has hyperlinks back to HS.com! Embed a player that plays the contents of your stash, also with links back to

HoneyShed.com

! Ourgrowing list of distribution partners will significantly increase the reach of HoneyShedcontent and feature lower-third pop-ups within the content cross-promoting HoneyShed.com

! Seeding the top video sites (YouTube, Vimeo, Dailymotion) to further increase the reach ofHoneyShed content

! Distribution partners will report metrics back to HoneyShed to gauge impressions"

HoneyShedContentDistribution"

!E"


19/42

ContentDistributionViaPartners"

! HoneyShed has created unique partnerships with select partners toexpand reach beyond Honeyshed.com

-! Our syndication partnerships, with highly-trafficked sites, will guarantee views based onpartner traffic.

-! HoneyShed will seed top video sites for increased reach-! HoneyShed is more than just HoneyShed.com. Our blogs and social networking pages will

encourage conversations with your brand.

!F"


20/42

H*56'.,'"I)+',0(/"J'/068"

!

Project audience of approximately 555k uniques on site, total 5M+views, a month after launch

! Project over 1M uniques on HoneyShed.com in February, with 6.4Mviews

! Y/E 2009 Monthly Audience: Over 2M unique site visits, nearly 9Mcontent views

TrafficProjections"

#@"


21/42

PerformanceMetrics"

!!Unique and Repeat Viewing Sessions for each individual segment

!! Specific engagement patterns of each segment!! Distribution patterns of your content from HoneyShed.com

and all of our embedded players across the Web

!! Geolocation of each user requesting your content!! Text transcripts of user comments and reviews!! User activity during your clip

Sponsors will have the ability to analyze the performance of each

Product Segment with HoneySheds reporting tool

HoneyShed metrics dashboard powered by GoogleAnalytics and Ooyala will include the following data:

#!"


22/42

HoneyShedOpportunities"

##"


23/42

Categories Include:"

Inaugural SponsorshipOpportunities"

Channel Sponsorship!! Brand a HoneyShed Channel as Your Own!"

Product Segment Packages!! Packages of 2, 4, 6, or 8 2-Minute

Product Segments Hosted by

HoneyShed Personalities

#$"


24/42

ChannelSponsorship"Benefits of Channel Sponsorship:

!! Title Card with Sponsors Logo to appear when user selects the Channel and before everyvideo in the on-demand selector. Titles Cards will remain in place for the term of the

channel sponsorship.

!! Includes two 2-minute Product Segments on Sponsors products.!! Includes two :15 HoneyShed-produced interstitials!! Product segments and Interstitials to air in the New this Week Channel for 7 days, the

Channels player for 30 days and in the on-demand selector for as long as the product is

available.

!! Term of Channel Sponsorship is 3 months.

#B"


25/42

!! Hosted by our HoneyShed personalities!! Includes HoneySheds high production value and stylized look!! Conceived and directed by ourtop creative talent!! Sponsor will have the ability to approve all creative concepts, talking points

and rough-cuts before air

2-MinuteProductSegments"

!! HoneyShed will also provide cut-downversions of your clips in both :30 and :15versions for use in other online marketingcampaigns (widgets and microsites)

!! Custom clips for point-of-sale or otherrepurposed use can also be provided

!! Metrics dashboard!! Product reviews and comment tracking!! Embeddable player

Benefits of Product Segments:

#C"


26/42

ProductSegmentExposure"!! Each Product Segment will air for 30 days in the channels featured player, and in the on-

demand selector for as long as the product is available.

- Girl Fashion - Active Lifestyle (launching in 09)

- Kicks to Lids (Male Fashion) - Good Karma Channel (launching in 09)

- Beauty - Home (launching in 09)

- Tech and Toys - Music

!! Product Segments will also behighlighted in theNEW THIS WEEK channel for the first 7 days of air.

!! Sponsor may select premiere dates to coordinate with other marketing efforts.

!! Segments will be searchable by brand name, product name and product category!! Product Segments will include the benefit of additional distribution via HoneySheds

syndication partners

!! And of course, each segment will have unlimited embedding and emailing capabilities.

#A"


27/42

""TheBuzzAboutHoneyShed

#D"


28/42

!! MTV, of course, went on to revolutionize television HoneyShed, for better orworse, does seem to have the same revolutionary capability. Adweek

!! A new breed of entertainment an innovative plan to painlessly combineonline advertising and entertainment.Business Week

!! Time to introduce Sephoras new BFF: Honeyshed.com Its cool, its young,its stylish and fresh. Sephora.com

!! HoneyShed is a pivot-point in thehistory of media.!It will change theway people shop and spend their time.

It's witty and wicked, sly and subversive.Most of all, it's completely original."

Michael Hainey, Executive Editor, GQMagazine

BetaPressSampler"

#E"


29/42

Magazines & Journals = 30Advertising Age Creativity (9)

ADWEEK (7)FAST COMPANY(1)

Advertising Age (3)Brandweek (3)Centaur Communications Ltd. (1)

Haymarket (1)Women's Wear Daily(WWD) (1)

RecentPress/Blogs(PartialList)"

Industry Trade Press = 24Advertising Age Creativity (9)

ADWEEK (7)Advertising Age (4)

Brandweek (3)Haymarket (1)Women's Wear Daily(WWD) (1)

Newspapers = 6

The Sydney Morning Herald (Australia) (5)The New York Times (1)

Blogs = 6Adfreak (3)

Newstex Blogs (2)Tilzy.TV (1)

Newswires & Press Releases = 5Business Wire (2)

AScribe Newswire (1)FD (Fair Disclosure) Wire (1)

PR Newswire (1)

Web-based Publications = 3Business Week Online (2)

Product News Network (1)

Aggregate News Sources = 2ASAPII Database (1)

Contemporary Women's Issues Dup (1)

Newsletters = 2Bulldog Reporter's Daily Dog (2)

Industry Directories & Profiles = 1Product News Network (1)

YAHOO: 93,000 hits for HoneyShed appear on todays search!

#F"


30/42

SocialNetworking/WOMfeedback"

This is hot!!!

This page pretty

much made my day!

You guys are wicked,keep up what your creativity!

Cause I'm totally diggin it!

HoneyShed is dope!

I love HoneyShed!

This is weirdest thing

Ive ever seen and

I love it!Im addicted!

HoneyShed is so awesome,

I could watch it all day!

Love this so much

Im your biggest fan!

Im addicted to

your show. LOVE IT!!

$@"


31/42

Appendix:"

!! Generation Y audience insights and statistics!! Generation Y design dynamics

Why Its Time for HoneyShed

$!"


32/42

ConnectingwiththeGENYAudienceWhy HoneyShed Makes Sense

$#"


33/42

DeliveringTheGenYAudience

!! Daily traffic to internet video sites has risen sharply from 55% to 70% for age 18 29(Source: USC Study: PEW/Internet & American Life Project)

!! Gen Y speaks their own languageHoneyShed is written, produced, and hosted by Gen Yers. By speaking the GEN Y

vernacular our content feels real and authentic. This authenticity translates into an unspokentrust with our audience.

!! Gen Yers are highly influenced by their peers. 62% are motivated to buy or use or productbased on recommendations from peers and 42% are influenced based on seeing peers use the

product. HoneyShed is a tastemaker that talks to the audience as a peer. Seeing HoneyShedtastemakers use and interact with a product or service provides a type of peer-to-peer

endorsement currently unavailable through most media outlets.

!! Gen Y spends more time online than watching television. They go to the Internet forentertainment, celebrity gossip, news, shopping and social interaction. 80% of Gen Yers have a

desktop computer and 46% have laptops. HoneyShed allows for content to be viewed on theInternet, quickly replacing the television as Gen Ys choice for content consumption.

$$"


34/42

HoneyShed is the ideal place to reach GEN Y because

HoneyShed embraces these Key GEN Y Values

ImmediacyHoneyShed provides users with immediate gratification via the Buy Now button. The cooling off period for

shoppers is slim as the I Want It! module is always in view while the video is playing. New content is updated on aweekly basis, with special deals and exclusive discounts offered daily. Users can read product reviews or write their

own all while the video is playing.

IndividualismGEN Y defines themselves by the brands they admire. The HoneyShed STASH allows users to express their uniqueidentity by showing others what products they love and in effect saying This is Who I Am.

Social!InteractivityUser comments and ratings offer tools for self-expression. Tell a Friend emails let users share their favorite videos.The Message Bar keeps users informed by announcing what products have been stashed, or who has won thedaily prize etc.

Gen Y LiteracyThe HoneyShed site is attuned to the GEN Y attention span. As a result, the Interface is intuitive. Instructions aresimple. We communicate with our users in sentence fragments, images and video, not text.

EmbracingGenYValues

$B"


35/42

GenYSpendsMoreTimeOn-Line"

$C"


36/42

GenYInternetUseisRising"

$A"


37/42

"#$%!&'()!*$!+,()!$-!.)+!-$//$%012!013'+1(+!4$'5!6+5(+67$1!$-!,!85,1*!$5!($&6,149"!

GenYersAdmittoBeingMoreInfluence-ablethanUSAdults

EspeciallyforOnlineChannelsandDirectExperiences "

K0('L"B3FF@"M9"05*8/(

Source: North American Consumer Technology Adoption Study Q2 2006 Survey"

$D"


38/42

GenYTrustsBrands"

$E"


39/42

GenYLookstotheWebfor

Entertainment"

$F"


40/42

GenYersUseSocialNetworking"

B@"


41/42

GenYersareInfluencedbytheirPeers"

B!"


42/42

GenYisComfortablewith

SophisticatedVisualEnvironmentsOnline"

B#"

Honeyshed Deck

Documents

Transcript of Honeyshed Deck