Social Media Marketing -I Michal Geva

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Social Media Marketing -I Michal Geva - Presentation Transcript

  1. 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
  2. Agenda
    • Social Networks - FaceBook
    • Blogging, Microblogging - Twitter
    • Video – Youtube
    • Forums
    • Bookmarking – Digg
    • Widgets & Mobile
    • Linking between the technologies
  3. 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
  4. Twitter
  5. 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
  6. 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)
  7. 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)
  8. Brands’ Pages in Facebook
  9. Branded Pages
  10. Personalized Pages
  11. External Landing Page
  12. FaceBook Personalized Pages
  13. External Landing Page
  14. How To Use FB Groups & Events Events Groups
  15. 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
  16. Viral, Rewording, Story
    • TravelChannel helps players
    • 54% of invites to play accepted
    • 5th most popular "Travel" App
    • Unbranded App
  17. Travelchannel.com
    • 28% Site visits increased
    • 38% Page views up
    • 66% of players age 18-35
  18. 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
  19. Green Patch App 6,184,006 monthly active users Sticky Viral
  20.  
  21. 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
  22. 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
    • Pages – (Puma)
    • Groups, Events – (Nike)
    • Causes – (Nature.org)
    • Successful application – (Travelchannel.com)
      • Notifications
      • Show off
      • Competitive
      • Unbranded
    Facebook Summary
  23. 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.
  24. Who reads blogs? Source: Forrester
  25. Most Popular Corporate Blogs (Technorati ranked) - May 2008 Successful companies communicate with their users in an unofficial way
  26. “ 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 )
  27. 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
  28. 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
  29. “ Wine is a social lubricant” Gapingvoid - Hugh MacLeod
  30. Social Network Marketing Story Supermarket Importers Easier sales
  31. Microblogging: Twitter
    • over 3 million accounts
    • over 5 million visitors in Sep08 (Comscore )
    • #742 according to Alexa
    • News + Conversations
  32. H&R Block – Finance Conversational Twitters
  33.  
  34.  
  35. Dedicated Social Networks
  36.  
  37. Video - Youtube 183,300,000 Monthly Visitors
  38. Dove User Generated dovecreamoil.com
  39. Heinz User Generated Campaign
  40. More then 1,000 submissions Watch : Movie I Movie II
  41. Nytimes.com – “How we met”
  42. 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
  43. BlendTec Viral Campaign
  44. Forums
    • External vs internal forums
    • Content
    • Moderators
    • Rewording
    • Be a part of the community
    • The new PR
    • Only 5 % are active
  45. 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)
  46. How Digg works?
    • Good content
    • Gain reputation
    • Be active
    • Check the upcoming news
    • “ Friend” with Diggers
  47. Organic Linkbait
    • Content:
      • Tips & Tricks
      • Lists
      • News
      • Humor
      • Controversial
      • Attack high profile bloggers
      • Say something unpopular
      • running awards or competitions
      • Story
  48. Daniel Scocco’s Lists
    • Results:
    • 300 comments
    • 11,000 Google results for “ 43 Web Design…”
  49. Seth Godin’s Blog 9,400 results in Google
  50. Camera’s Review Site - Bryan Carnathan
  51. Linkbaits from forums http://photo.net http://www.fredmiranda.com
  52. 1 st Result in Google
  53. 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
  54. Widgets
    • Case Studies of companies the use widgets to encourage traffic and awareness.
    Google widgets – Choose a widget for your web page
  55.  
  56.  
  57. Social Goes Mobile iPhone Apps Source: Oreilly
  58. Live Poker by Zynga
    • Play with 1.5M daily players – FB, Myspace
    • Helps you find friends
    link
  59. 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
  60. Thank You ! Michal Geva Social Media Marketing [email_address] +972.523.530507

+ Michal GevaMichal Geva, 9 months ago

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