SXSW Day 2: Peer to Peer Marketing

On Saturday I also had the good fortune of sitting down for a session in the Austin Intercontinental Hotel on the effectiveness of Peer to Peer Marketing. I found that the topic of greater interest in the discussion was how the participant of a video does not in fact own or partially own the content. I could see the facts of how this process works by taking a few facts into consideration.

The direct use of video referrals for customers actually drastically increases sales. It was estimated by Anheuser-Busch that over 40% of their market increase was attributed by Facebook referrals. For a consumer, The first time that a brand is interacted with is through a trusted source, i.e. a friend, family member, or significant other. The second interaction takes a more direct approach by providing the participant with monetary incentive or other benefits. After viewing their content as clean and moderate, the legal team of a company provides the participant with an on-line release form that forwards ownership of the footage to the public.

This arrangement seems beneficial in the long run, however should the contributor receive a percentage should their film successful as opposed to lump sum or other incentive?


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