Social Media Marketing -I Michal Geva
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How to build a social media marketing plan to increase awareness and SEO including real world case studies.Part 1
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Social Media Marketing -I Michal Geva
- 1. Social Media Marketing Part I January 2009 Michal Geva michal@michalgeva.com +972.523.530507
- 2. One of the first viral movies http://www.zefrank.com link First Viral Interactive Movie
- 3. Agenda • Social Networks - FaceBook • Blogging, Microblogging - Twitter • Video – Youtube • Forums • Bookmarking – Digg • Widgets & Mobile • Linking between the technologies
- 4. Web Statistics - Most Visited Sites Rank Site Monthly Visitors Monthly Page views 1 yahoo.com 239,700,000 24,909,000,000 2 google.com 266,800,000 13,894,000,000 3 youtube.com 183,300,000 19,286,000,000 4 live.com 143,300,000 8,314,000,000 5 facebook.com 81,200,000 11,638,000,000 6 msn.com 148,700,000 24,048,000,000 7 myspace.com 101,300,000 14,315,000,000 8 wikipedia.org 159,400,000 2,613,400,000 9 blogger.com 104,500,000 1,960,400,000 Source: Alexa , December 2008
- 5. Twitter
- 6. Where are the users? 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 Source: Wikipedia . December 2008
- 7. 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)
- 8. More about • Fastest-growing demographic: users 25+ years of age • 24K+ 3rd 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)
- 9. Brands’ Pages in Facebook
- 10. Branded Pages
- 15. Events Groups How To Use FB Groups & Events
- 16. 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
- 17. Viral, Rewording, Story •TravelChannel helps players • 54% of invites to play accepted • 5th most popular "Travel" App •Unbranded App
- 18. Travelchannel.com • 28% Site visits increased • 38% Page views up • 66% of players age 18-35
- 19. 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
- 20. Green Patch App 6,184,006 monthly active users Sticky Viral
- 22. 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
- 23. 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
- 24. Facebook Summary • Pages – (Puma) • Groups, Events – (Nike) • Causes – (Nature.org) • Successful application – (Travelchannel.com) – Notifications – Show off – Competitive – Unbranded
- 25. 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.
- 26. Who reads blogs? Source: Forrester
- 27. Most Popular Corporate Blogs (Technorati ranked) - May 2008 Successful companies communicate with their users in an unofficial way
- 28. “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)
- 29. 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
- 30. 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
- 31. “Wine is a social lubricant” Gapingvoid - Hugh MacLeod
- 33. Microblogging: Twitter • over 3 million accounts • over 5 million visitors in Sep08 (Comscore ) • #742 according to Alexa • News + Conversations
- 34. H&R Block – Finance Conversational Twitters
- 39. Video - Youtube 183,300,000 Monthly Visitors
- 40. Dove User Generated dovecreamoil.com
- 41. Heinz User Generated Campaign
- 42. More then 1,000 submissions Watch : Movie I Movie II
- 43. Nytimes.com – “How we met”
- 44. 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
- 46. Forums • External vs internal forums • Content • Moderators • Rewording • Be a part of the community • The new PR • Only 5 % are active
- 47. 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)
- 48. How Digg works? • Good content • Gain reputation • Be active • Check the upcoming news • “Friend” with Diggers
- 49. Organic Linkbait Content: • Tips & Tricks • Lists • News • Humor • Controversial • Attack high profile bloggers • Say something unpopular • running awards or competitions • Story
- 50. Daniel Scocco’s Lists Results: • 300 comments • 11,000 Google results for “ 43 Web Design…”
- 51. Seth Godin’s Blog 9,400 results in Google
- 52. Camera’s Review Site - Bryan Carnathan
- 55. 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
- 56. Widgets • Case Studies of companies the use widgets to encourage traffic and awareness. Google widgets – Choose a widget for your web page
- 59. Social Goes Mobile iPhone Apps Source: Oreilly
- 60. link Live Poker by Zynga • Play with 1.5M daily players – FB, Myspace • Helps you find friends
- 61. 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
- 62. Thank You ! Michal Geva Social Media Marketing michal@michalgeva.com +972.523.530507
Editor's Notes
- 25.569 ALEXA