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

- 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 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

Law of the few: mavens, connectors, salesmen

Stickiness factor

The power of context

How to find influencers Who: Early adopters Industry influencers Active users How: Respect Attention Listen Share

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

Colour.like.no.other

250,000 coloured balls

Citizens taking pictures

To reach mainstream

Via digital influencers

Solution: BRAVIA-advert.com Blog “The making of” Photos from the set Interviews Behind the scenes Movie

Blog “The making of”

Photos from the set

Interviews

Behind the scenes

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

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’

Approaching bloggers Stick to the blogger’s requests Relationships Some blog for Ego Flatter, Spoil Short Pay per post Thanks to Lintbucket

Stick to the blogger’s requests

Relationships

Some blog for Ego

Flatter, Spoil

Short

Pay per post

Emotional messaging Find the pain Find the magic - Unique Sales Proposition Have a mantra Fit the communications to the medium

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 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

Find a phrase which describes what you do

Keep it very short and simple

Anyone can understand

“ 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

Social network - Social app, group, page

UG Video - Movie, channels, key words

Forums -Help, answer, ask

Blogs – posts, widgets, relationships

Mobile – Games

More..

Nintendo “ You don't just play Wii, you experience it” Youtube page expresses the message Shaking landing page

“ 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….”

“… .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

$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

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.

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

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

Make word of mouth happen Change the experience of talking about you that people will choose to do it

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

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

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?

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