Social Media Marketing Part2 Michal Geva
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Social Media Marketing Part2 Michal Geva

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Step by Step - How to build a social media marketing plan to increase awareness and SEO inc real world case studies. Part 2

Step by Step - How to build a social media marketing plan to increase awareness and SEO inc real world case studies. Part 2

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Social Media Marketing Part2 Michal Geva Social Media Marketing Part2 Michal Geva Presentation Transcript

  • Social Media Marketing Part II January 2009 Michal Geva [email_address] +972.523.530507
  • 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 media
    • Create your social media plan
  • Buzz engineering
    • Power law distribution
    • Successful Viral Effect
    • The Tipping Point
  • 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 influencers
    • Who:
    • 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
  • Watch “ The most impressive Mac OS “
  • Motrin viral campaign Original Ad Counter Ad 1. 2.
  • From Johnson & Johnson blog
    • “… .we have learned through .. the importance of paying close attention to the conversations that are taking place online….”
  • Negative buzz NOT being used 
  • Procter & Gamble's site for girls
    • $1 in BeingGirl.com = $4 in TV
  • http://www.shaveeverywhere.com/ link
  • 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 about
      • No easy way to bring it up
      • Not cutting edge enough
      • Too popular to sneeze about
      • You might like the exclusivity
      • Keep worlds apart
      • Feel manipulated
      • Worry about your taste
      • No 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?
  • Thank You ! Michal Geva Social Media Marketing [email_address] +972.523.530507