social media marketing part2 michal geva
TRANSCRIPT
Agenda
Buzz engineering - Power Law- Law of few- Successful Viral Effect - Approaching Bloggers
Creating emotional messaging- Find the pain - Find your magic- Build a mantra- The medium is the message- Why word of mouth doesn't happen
Measurement tools for social mediaCreate your social media plan
Power law of distribution
Social Networks Computer Networks Biological Networks
Cell Networks Barabási- Linked
Successful Viral Effect
Early Majority
Connector
Maven
Late Majority
Number of
Adopters
Time
The Tipping Point
• Law of the few: mavens, connectors, salesmen • Stickiness factor • The power of context
Malcolm Gladwell
How to find influencersWho: • Early adopters• Industry influencers• Active users
How:• Respect • Attention• Listen• Share
Case study- Sony BRAVA
• Colour.like.no.other• 250,000 coloured balls • Citizens taking pictures• To reach mainstream • Via digital influencers
Movie Case study by Ryan MacMillan
Solution: BRAVIA-advert.com
• Blog “The making of”– Photos from the set– Interviews – Behind the scenes
Movie
Sony BRAVIA - Results
• Brand assets seen ~7M in 5 months• Blog campaign cost ~ €70K • € 0.01 per individual • 35,000 times downloading • lots of relevant content in BRAVIA-advert.com• 19,000 inbound links • #1 in Google for ‘advert’
Digital Influencers Early Mass Mainstream Audiences
Approaching bloggers
• Stick to the blogger’s requests• Relationships• Some blog for Ego• Flatter, Spoil • Short• Pay per post
Thanks to Lintbucket
Emotional messaging
• Find the pain• Find the magic - Unique Sales Proposition• Have a mantra• Fit the communications to the medium
Which pain the product solves?
Boredom
Meaningless
Emptiness
Loneliness
Self esteem
Self Actualization
Belonging
Pass time
What’s our Magic?Unique Sales Proposition
What do you better than your competitors in
solving that pain ?
What’s your mantra?
• Find a phrase which describes what you do• Keep it very short and simple• Anyone can understand
Thanks Guy Kawasaki
“The medium is the message”*
• Social network - Social app, group, page• UG Video - Movie, channels, key words• Forums -Help, answer, ask• Blogs – posts, widgets, relationships• Mobile – Games• More..
* Marshall McLuhan
Nintendo“You don't just play Wii, you experience it”
• Youtube page expresses the message• Shaking landing page
Motrin viral campaign
Original Ad Counter Ad1 . 2 .
From Johnson & Johnson blog
• “….we have learned through .. the importance of paying close attention to the conversations that are taking place online….”
Use current trends to generate buzz
• Lenovo Olympic Bloggers• Lenovo provided these athletes with Ideapad
laptops and video cameras and let them go at it. Check out this site where Lenovo is aggregating the blogs, tweets, pictures, and video of Olympic athletes from around the world.
Link
Word of mouth doesn't work?
Embarrassing to talk aboutNo easy way to bring it upNot cutting edge enoughToo popular to sneeze about You might like the exclusivityKeep worlds apart Feel manipulated Worry about your tasteNo deadline, No limits
Thanks to Seth Godin
Make word of mouth happen
Change the experience of talking about you
that people will
choose to do it
Social Medial Measurment Tools Blogs:• Technorati – Top 100 blogs, search• del.icio.us- http://del.icio.us/tag/topic+blog• Techrigy - http://www.techrigy.com • Nielsen BlogPulse- http://www.blogpulse.com• http://www.blogpulse.com - ignore blogs with little traffic• Forbes’ Best of the Web• Blogroll - each blog usually link to a list of other blogs
Forums: • Omgili - http://www.omgili.com• Boardtracker - http://www.boardtracker.com
Social Networks:• www.findasocialnetwork.com
More :• Radian6• Digg• Alexa• Compete• Comscore• Quantcast• eMarketer • Google trends• Google Alerts• Find people – Spoke, Linkedin, Facebook. Flickr Twitter - http://twittermeter.com
Uploading video to numerous sites– Tubemogul
Radian6
Brain Storming• What is your magic?• What is your message?• What is your mantra?• Choose a medium (one or more)• Plan the Communication element ( app, widget,
blog, movie..)• Why will it be sticky?• Why will it be viral?• How will you kick of the distribution?• How will you measure success?