User-Generated Content and Brands

Closing the Gap

François Pétavy, VP Marketing & content, Eyekafrancois.petavy[at]eyeka.com

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Media usage patternsLiving in an age of Revolutions

15-25 y.o. Europeans spend more time on the Internet than watching TVChannel shift

Multitasking

Internet video

Usergenerated

contentYoutube attracts 56% of the total US Internet TV audience (Jan08)

2/3 of US adult internet users often surf the Web while watching TV

In Jan08, US video sites attracted more than 115m visitors viewing 6 billion streams

Source: European Interactive Advertising Association, Harris Interactive, Nielsen Online Videocensus

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User-generated content – is it a fad?

Source: The end of advertising as we know it, IBM Institute for Business Value

By 2011, almost 15% of TV time and 25% of PC time of consumed content will be user-generated

Content production« Everyone is an

author »10% have already

contributed

Community aggregation

New communities centered around

creation

Attention influence32% of Youtube viewers

follow friends recommendations

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The Marketers’ challenge for 2010

How do I maintain relationship with my audience as it moves away from TV?

Traditional communication formats & codes are becoming obsolete

Reach your audience on new channels (web/mobile)

Get endorsed by your consumers

Harness the power of User-Generated Content

Media consumptions patterns are shifting

Consumer trust in brands is endangered

www.eyeka.com 5www.eyeka.com

A few words about Eyeka

Contributions by

community

Your audience

Your content

Your 2.0 destination

Powered by

Video & mobile portals

Web TV solutions

Calls for submissions

Platform solutions

Content solutions

Author marketplace

www.eyeka.com 6www.eyeka.com

Eyeka’ solution to quality & impactful UGC

Creative briefContent moderation & editoriali-zation

Your audienceAND15.000+authors

Get it clearfrom the start

Stimulate the right talent mix

Control the content

Web TVs Video Portals

Select and Viralize

1 2 3 4

Powered by

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Example: enabling Canon to recruit & engage customers

• A Call for submissions on Eyeka • Authors read the brief and accept Canon’s Term & Conditions to participate

• Authors submit their contributions on Eyeka

• Canon moderates the content and chooses the winners

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Example: enabling CANAL+ to engage their creative community

•A video portal dedicated to aggregating the CANAL+ author community

•CANAL+ users can watch and upload home-made videos

• Selected contributions are featured in the « Home Made Movies » TV show

• Full integration into the CANAL+ information systems (SSO, front-office)

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The future for Brands

Massmarketing

Directmarketing

Loyalty schemes

50s and 60s 70s and 80s 90s 2000s

CRM

2010s

Customer engagementmarketing

Rise of brand productsand advertisingagencies

Focus: masscommunication

Beginning of direct marketing

Focus: identificationof the target group

Rise of loyalty programs

Focus: databases,analysis systems

Evolution of dynamic product marketing

Focus: customer relationship

Endorsement and enhancement of brands by consumers

New focus: net promoter score

Contact: francois.petavy[at]eyeka.com

About EyekaEyeka is an online platform that enables brands, media, content owners and mobile operators to seize opportunities in new media by operating their own contributive internet and mobile TVs. Eyeka provides its corporate clients with comprehensive solutions that include platforms, hosting and content services. Eyeka also helps its clients to source quality, contributive content through a vibrant community of authors. For authors, Eyeka is a leading marketplace that stimulates their creativity through calls for submissions and allows them to be recognized and rewarded.

Learn more about Eyeka: http://www.eyeka.com/corporate/?locale=en