Activating a brand’s audience is as simple as giving its loyal followers the tools to promote the brand to their friends, just as Citi did with its Today Show Concert Series sponsorship with Selena Gomez.
活化品牌形象並吸引受眾的目光，類似的做法就像花旗銀行贊助今日秀演唱會（ Today Show Concert ），企圖吸引Selena Gomez的粉絲一樣。
Concert goers could create and share Selena-branded videos which served as a force multiplier for Citi, enabling it to, for every one person attending the concert, engage over 150 more not attending with branded mobile video.
熱衷演唱會的同好創建和分享Selena的影片，也同時增加對花旗銀行的品牌認同。每位參加演唱會的聽眾，能藉由影片的分享，額外帶來超過150位觀影者的效益—即便他們沒有參加這場演唱會。
In today’s connected world, consumers themselves have reach to a highly targeted, lookalike audience of friends and followers. The average consumer connects with hundreds of friends on places like Facebook and Twitter and several-hundred more contacts in their mobile phone’s address book. And when a consumer shares something of interest, their friends engage at astonishing rates–rates far higher than when a brand interrupts a consumer with whom they have no real relationship.
在現今相互連結的世界，消費者也有高度集中的趨勢，身邊的朋友和追隨者也會成為彼此的受眾，每位消費者能藉由臉書和推持的聯絡清單，與數以百計的朋友連結。當消費者對某項事物感到興趣，朋友們也能協助提高曝光度。這樣的效果，遠比干擾那些與品牌沒有直接關係的消費者要來得好。
When the power of a brand’s existing audience is combined with the reach of each of their customers and the influence those customers have on their own networks, the opportunity for brands is massive.
當一個品牌現有的受眾能夠和每個客戶結合，再加上這些客戶在自有的網絡上的影響力，這對品牌來說是很大的商機。
So how do brands join the conversations that are happening all around their products? The key is to offer the consumer something fun and frictionless that adds value to the conversation without interrupting it.
所以品牌如何與產品的週邊合作？關鍵在於提供消費者新鮮感和更直接的工具，以增加共同的價值，而不是一味的干擾。
Like Taco Bell, brands like Citi, Maybelline and Lilly Pulitzer have begun testing shared media campaigns, and the results are blowing away traditional mobile advertising response rates.
像是 Taco Bell，花旗銀行、 Maybelline和Lilly Pulitzer等品牌，早已採取共享媒體的行銷模式，其結果也比傳統行動廣告回應率要來得好。
Audience participation rates are often as high as 10 percent. That means up to 10 percent of consumers reached create and share videos with a brand filter. For each video shared, more than 200 unique individuals view the videos. 65 percent of those views are to completion and always in full-screen and with full audio.
受眾參與率往往高於10%，這意味著最多有10%的消費者能創建與共享影片。每部被分享的影片，就有超過200位用戶瀏覽，其中又有65%的用戶是在全螢幕和音訊開啟的情況下看完整部影片的。
When those videos include shopable calls-to-action, the friends who view the videos engage with those calls-to-action at rates of 2 percent to 11 percent. These metrics far outperform any other ad type on mobile today. This shared media truly provides brands with the opportunity to abandon the old way of advertising and focus on their own, existing audience as the driver of future growth.
這些影片能刺激消費者採取下一步行動，也連帶影響身邊的朋友，總體來說增加了2%到11%，這樣的成長幅度超越了任何其它行動廣告的表現。共享媒體提供了品牌放棄傳統廣告模式的機會，轉而視既有的受眾為未來發展的基石。
Looking at the bigger picture, mobile has very quickly become the consumer’s first screen. And brands can no longer afford to fail on this ubiquitous and personal device. With mobile phones in consumers’ hands wherever they go, brands now have the opportunity and the incentives to connect with their audience at emotive, highly targeted moments and, in turn, activate that audience to grow reach for them.
長遠來看，行動裝置已迅速地成為消費者的第一選擇，品牌當然不能坐以待斃。當消費者人手一隻手機，品牌就能訴諸感性，在高度集中式環境和受眾連結，也能吸引更多消費者的目光。
It’s a game-changing opportunity for the brands that capitalize on the perfect storm of creative self-expression, social connectivity and an entertaining and welcomed engagement with brands.
這對集創造性的自我表達、社交互動、和娛樂性於一身的品牌來說，是一個開創新局的機會。
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作者：Katherine Hays
編譯：朱弘川
原文網址： http://www.adweek.com/socialtimes/katherine-hays-vivoom-guest-post-shared-media/643807
