Social Media Marketing Part I January 2009 Michal Geva [email_address] +972.523.530507

One of the first viral movies http://www.zefrank.com link First Viral Interactive Movie

One of the first viral movies

http://www.zefrank.com

Agenda Social Networks - FaceBook Blogging, Microblogging - Twitter Video – Youtube Forums Bookmarking – Digg Widgets & Mobile Linking between the technologies

Social Networks - FaceBook

Blogging, Microblogging - Twitter

Video – Youtube

Forums

Bookmarking – Digg

Widgets & Mobile

Linking between the technologies

Web Statistics - Most Visited Sites Source: Alexa , December 2008 Monthly Page views Monthly Visitors Site Rank 24,909,000,000 239,700,000 yahoo.com 1 13,894,000,000 266,800,000 google.com 2 19,286,000,000 183,300,000 youtube.com 3 8,314,000,000 143,300,000 live.com 4 11,638,000,000 81,200,000 facebook.com 5 24,048,000,000 148,700,000 msn.com 6 14,315,000,000 101,300,000 myspace.com 7 2,613,400,000 159,400,000 wikipedia.org 8 1,960,400,000 104,500,000 blogger.com 9

Twitter

Where are the users? Source: Wikipedia . December 2008 Social Network Characteristics M Users Rank Facebook General. 124 5 MySpace General. Popular in the United States, Canada and Europe. 250 7 hi5 General. Popular in Portugal, Cyprus, Romania, Thailand and Latin America. 80 17 Skyrock Leading Social Network in French-speaking world 22 49 Orkut Google. Popular in Brazil, Paraguay and India. some popularity in the USA and Canada. 67 63 Netlog Mostly Italy and Belguim 36 67 Bebo General, Popular in the US, UK, Ireland, NZ and the Pacific Islands 40 101 Tagged spread out - US, India, UK, Mexico, Indonesia 30 118 StudiVZ University students, mostly in the German-speaking countries 8 144 Sonico General. Popular in Latin America and Spanish and Portuguese speaking regions. 17 198 LinkedIn Business 30 206 Badoo General, Popular in Europe 13 210 Wamba Spain 44% - Site number 13 in Spain 257 Last.fm Music (U, China, UK, Germany, India) 21 327 Tuenti Spain - site number 7 in Spain 372 XING Business (primarily Europe (Germany) and China) 6 1074 Plaxo Business 15 1749

Should we care about ? 4th most visited site on the Web ( comScore ) 120 million active users (FB) 63% from outside of the U.S (Compete, Alexa) 35 million unique visitors/month (Compete, Alexa) 18 million Unique Visitors in UK 65% of visitors are “addicts” returning daily (Quantcast)

4th most visited site on the Web ( comScore )

120 million active users (FB)

63% from outside of the U.S (Compete, Alexa)

35 million unique visitors/month (Compete, Alexa)

18 million Unique Visitors in UK

65% of visitors are “addicts” returning daily (Quantcast)

More about Fastest-growing demographic: users 25+ years of age 24K+ 3 rd party applications , 52K apps in total 140 new applications added per day Visitors are more female (Quantcast) Income more than Internet avg (Quantcast) More than 6 million active user groups on the site (FB) No. 1 photo sharing application on the Web (comScore)

Fastest-growing demographic: users 25+ years of age

24K+ 3 rd party applications , 52K apps in total

140 new applications added per day

Visitors are more female (Quantcast)

Income more than Internet avg (Quantcast)

More than 6 million active user groups on the site (FB)

No. 1 photo sharing application on the Web (comScore)

Brands’ Pages in Facebook

Branded Pages

Personalized Pages

External Landing Page

FaceBook Personalized Pages

External Landing Page

How To Use FB Groups & Events Events Groups

Travelchannel.com FB App - Kidnap! 3,110,299 Monthly active users In the 6 weeks after launch: 1,711,300 Kidnap Requests Sent 225,521 Monthly Active Users 23,034 Daily Active Users

In the 6 weeks after launch:

1,711,300 Kidnap Requests Sent

225,521 Monthly Active Users

23,034 Daily Active Users

Viral, Rewording, Story TravelChannel helps players 54% of invites to play accepted 5th most popular "Travel" App Unbranded App

TravelChannel helps players

54% of invites to play accepted

5th most popular "Travel" App

Unbranded App

Travelchannel.com 28% Site visits increased 38% Page views up 66% of players age 18-35

28% Site visits increased

38% Page views up

66% of players age 18-35

FB App - Green Patch 6,184,006 monthly active users Nature.org Average of $125/charity 26.2M total installs, 262K daily active users 6,184,006 monthly active users Nature.org FB App - Green Patch

Nature.org

Average of $125/charity

26.2M total installs, 262K daily active users

6,184,006 monthly active users

Green Patch App 6,184,006 monthly active users Sticky Viral

Sony Pictures "30 Days of Night" movie Used Vampires App 1,060,533 monthly active user Had already 3 Million Registered users Scary movie and related to Vampires Prize : 4 wheel ATVs and $1500 Period: 3 weeks

Had already 3 Million Registered users

Scary movie and related to Vampires

Prize : 4 wheel ATVs and $1500

Period: 3 weeks

What worked for Sony? Results: 60,000 users registered - success was deemed at 10k 11,642,051 visits for bite page 17,652,567 visits for the stats page What worked? Fishing where the fish are Work with professionals Compliment the existing user experience

Results:

60,000 users registered - success was deemed at 10k

11,642,051 visits for bite page

17,652,567 visits for the stats page

What worked?

Fishing where the fish are

Work with professionals

Compliment the existing user experience

Pages – (Puma) Groups, Events – (Nike) Causes – (Nature.org) Successful application – (Travelchannel.com) Notifications Show off Competitive Unbranded Facebook Summary

Pages – (Puma)

Groups, Events – (Nike)

Causes – (Nature.org)

Successful application – (Travelchannel.com)

Notifications

Show off

Competitive

Unbranded

Blogging Which companies have a blog ? A good blog is like a snow ball A good blog must have unique content Increases engage with the readers Expend using: RSS, comments, blogroll, trackbacks, voting buttons etc.

Which companies have a blog ?

A good blog is like a snow ball

A good blog must have unique content

Increases engage with the readers

Expend using: RSS, comments, blogroll, trackbacks, voting buttons etc.

Who reads blogs? Source: Forrester

Most Popular Corporate Blogs (Technorati ranked) - May 2008 Successful companies communicate with their users in an unofficial way

“ Nothing is personal” CEO’s Blogs: 1. Jonathan Schwartz - (President & CEO, Sun Microsystems ) 2. Scott Ragsdale - (Founder and CEO, Naseba ) 3. Mark Cuban - (Owner, Dallas Mavericks ) 4. Guy Kawasaki - (CEO, Fog city software (1993 – 1995)) 5. Craig Newmark - (CEO, Craig’s List ) 6. Kevin Lynch - (Chief Software Architect, Adobe ) 7. Reed Hastings - (CEO, Netflix ) 8. Marc Andreessen - (Co-founder, Netscape Communications ) 9. Alan Meckler - (CEO, Jupiter Media ) 10. Matt Blumberg - (CEO, Return Path )

Paulo Coelho’s Blog The Experimental Witch Project Filmmakers: Mission: Film from through the eyes of a narrator Prize: €3,000 + Your film edited by professionals Musicians: Mission: Send ideas for soundtrack to Myspace Prize: €1,500 and must sign away the rights for the film Result: collaborative film of The Witch of Portobello 6,000 submissions, 15 winners ~€ 60,000 Campaign

Filmmakers:

Mission: Film from through the eyes of a narrator

Prize: €3,000 + Your film edited by professionals

Musicians:

Mission: Send ideas for soundtrack to Myspace

Prize: €1,500 and must sign away the rights for the film

Result:

collaborative film of The Witch of Portobello

6,000 submissions, 15 winners

~€ 60,000 Campaign

Stormhoek Winery South Africa 305 blog posts after 1 month In 3 years $1 million gown to a $10 million sales Private label for Microsoft

305 blog posts after 1 month

In 3 years $1 million gown to a $10 million sales

Private label for Microsoft

“ Wine is a social lubricant” Gapingvoid - Hugh MacLeod

Social Network Marketing Story Supermarket Importers Easier sales

Microblogging: Twitter over 3 million accounts over 5 million visitors in Sep08 (Comscore ) #742 according to Alexa News + Conversations

over 3 million accounts

over 5 million visitors in Sep08 (Comscore )

#742 according to Alexa

News + Conversations

H&R Block – Finance Conversational Twitters

Dedicated Social Networks

Video - Youtube 183,300,000 Monthly Visitors

Dove User Generated dovecreamoil.com

Heinz User Generated Campaign

More then 1,000 submissions Watch : Movie I Movie II

Nytimes.com – “How we met”

User Generated Campaigns You Give : Incentives Rules Template Freedom Examples Dedicated site Kick off Control You Get: Free media Creative ads Word of mouth Engagement Loyalty Brands advocates Incoming links

You Give :

Incentives

Rules

Template

Freedom

Examples

Dedicated site

Kick off

Control

You Get:

Free media

Creative ads

Word of mouth

Engagement

Loyalty

Brands advocates

Incoming links

BlendTec Viral Campaign

Forums External vs internal forums Content Moderators Rewording Be a part of the community The new PR Only 5 % are active

External vs internal forums

Content

Moderators

Rewording

Be a part of the community

The new PR

Only 5 % are active

Why ? Rating the web’s newest content 150th most popular site on the Web (Alexa) Over 20 million unique visitors/month (Compete) 2.7 million registered users (Estimated; John Grahan-cunning) Demographics: 25-34 years old, international (Quantcast)

Rating the web’s newest content

150th most popular site on the Web (Alexa)

Over 20 million unique visitors/month (Compete)

2.7 million registered users (Estimated; John Grahan-cunning)

Demographics: 25-34 years old, international (Quantcast)

How Digg works? Good content Gain reputation Be active Check the upcoming news “ Friend” with Diggers

Good content

Gain reputation

Be active

Check the upcoming news

“ Friend” with Diggers

Organic Linkbait Content: Tips & Tricks Lists News Humor Controversial Attack high profile bloggers Say something unpopular running awards or competitions Story

Content:

Tips & Tricks

Lists

News

Humor

Controversial

Attack high profile bloggers

Say something unpopular

running awards or competitions

Story

Daniel Scocco’s Lists Results: 300 comments 11,000 Google results for “ 43 Web Design…”

Results:

300 comments

11,000 Google results for “ 43 Web Design…”

Seth Godin’s Blog 9,400 results in Google

Camera’s Review Site - Bryan Carnathan

Linkbaits from forums http://photo.net http://www.fredmiranda.com

1 st Result in Google

linking between the platforms Tools: Blogs, Movies, RSS, Bookmarking Buttons, Dedicated sites, Forums…. Content: Tips & Tricks Lists News Humor Controversial Attack high profile bloggers Say something unpopular running awards or competitions Story

Tools:

Blogs, Movies, RSS, Bookmarking Buttons, Dedicated sites, Forums….

Content:

Tips & Tricks

Lists

News

Humor

Controversial

Attack high profile bloggers

Say something unpopular

running awards or competitions

Story

Widgets Case Studies of companies the use widgets to encourage traffic and awareness. Google widgets – Choose a widget for your web page

Case Studies of companies the use widgets to encourage traffic and awareness.

Social Goes Mobile iPhone Apps Source: Oreilly

Live Poker by Zynga Play with 1.5M daily players – FB, Myspace Helps you find friends link

Play with 1.5M daily players – FB, Myspace

Helps you find friends

Participating in social media - Summary Choose your audiences Fish where they are Choose your play ground Role the snow ball Less money more engagement Build your story

Choose your audiences

Fish where they are

Choose your play ground

Role the snow ball

Less money more engagement

Build your story

Thank You ! Michal Geva Social Media Marketing [email_address] +972.523.530507