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Social Media Marketing  Part II  January 2009 Michal Geva [email_address] +972.523.530507
Agenda <ul><li>Buzz engineering  </li></ul><ul><li>- Power Law </li></ul><ul><li>- Law of few </li></ul><ul><li>- Successf...
Buzz engineering  <ul><li>Power law distribution </li></ul><ul><li>Successful Viral Effect  </li></ul><ul><li>The Tipping ...
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 <ul><li>Law of the few: mavens, connectors, salesmen  </li></ul><ul><li>Stickiness factor  </li></ul><ul...
How to find influencers <ul><li>Who:  </li></ul><ul><li>Early adopters </li></ul><ul><li>Industry influencers </li></ul><u...
Case study- Sony BRAVA  <ul><li>Colour.like.no.other </li></ul><ul><li>250,000 coloured balls  </li></ul><ul><li>Citizens ...
Solution: BRAVIA-advert.com <ul><li>Blog  “The making of” </li></ul><ul><ul><li>Photos from the set </li></ul></ul><ul><ul...
Sony BRAVIA - Results <ul><li>Brand assets seen ~7M in 5 months </li></ul><ul><li>Blog campaign cost ~   € 70K  </li></ul>...
Approaching bloggers <ul><li>Stick to the blogger’s requests </li></ul><ul><li>Relationships </li></ul><ul><li>Some blog f...
Emotional messaging <ul><li>Find the pain </li></ul><ul><li>Find the magic - Unique Sales Proposition </li></ul><ul><li>Ha...
Which pain the product solves? Boredom  Meaningless  Emptiness Loneliness Self esteem Self Actualization Belonging Pass time
What’s our Magic? Unique Sales Proposition <ul><li>What do you better than your competitors in  solving  that  pain  ? </l...
What’s your mantra?  <ul><li>Find a phrase which describes what you do </li></ul><ul><li>Keep it very short and simple </l...
“ The medium is the message” * <ul><li>Social network - Social app, group, page </li></ul><ul><li>UG Video - Movie, channe...
Nintendo <ul><li>“ You don't just play Wii, you experience it” </li></ul><ul><li>Youtube  page  expresses the message </li...
Watch “ The most   impressive   Mac   OS   “
Motrin viral campaign Original Ad Counter Ad 1.  2.
From Johnson & Johnson blog <ul><li>“… .we have learned through .. the importance of paying close attention to the convers...
Negative buzz NOT being used  
Procter & Gamble's site for girls <ul><li>$1 in  BeingGirl.com   = $4 in TV </li></ul>
http://www.shaveeverywhere.com/ link
Use current trends to generate buzz <ul><li>Lenovo Olympic Bloggers </li></ul><ul><li>Lenovo provided these athletes with ...
Word of mouth doesn't work? <ul><ul><li>Embarrassing to talk about </li></ul></ul><ul><ul><li>No easy way to bring it up <...
Make word of mouth happen <ul><li>Change  the  experience   of  talking   about  you  </li></ul><ul><li>that  people   wil...
Social Medial Measurment Tools  <ul><li>Blogs : </li></ul><ul><li>Technorati – Top  100  blogs, search </li></ul><ul><li>d...
Brain Storming <ul><li>What is your magic? </li></ul><ul><li>What is your message? </li></ul><ul><li>What is your mantra? ...
Thank You !  Michal Geva Social Media Marketing [email_address] +972.523.530507
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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

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  • Transcript of "Social Media Marketing Part2 Michal Geva"

    1. 1. Social Media Marketing Part II January 2009 Michal Geva [email_address] +972.523.530507
    2. 2. Agenda <ul><li>Buzz engineering </li></ul><ul><li>- Power Law </li></ul><ul><li>- Law of few </li></ul><ul><li>- Successful Viral Effect </li></ul><ul><li>- Approaching Bloggers </li></ul><ul><li>Creating emotional messaging </li></ul><ul><li>- Find the pain </li></ul><ul><li>- Find your magic </li></ul><ul><li>- Build a mantra </li></ul><ul><li>- The medium is the message </li></ul><ul><li>- Why word of mouth doesn't happen </li></ul><ul><li>Measurement tools for social media </li></ul><ul><li>Create your social media plan </li></ul>
    3. 3. Buzz engineering <ul><li>Power law distribution </li></ul><ul><li>Successful Viral Effect </li></ul><ul><li>The Tipping Point </li></ul>
    4. 4. Power law of distribution Social Networks Computer Networks Biological Networks Cell Networks Barabási- Linked
    5. 5. Successful Viral Effect Early Majority Connector Maven Late Majority Number of Adopters Time
    6. 6. The Tipping Point <ul><li>Law of the few: mavens, connectors, salesmen </li></ul><ul><li>Stickiness factor </li></ul><ul><li>The power of context </li></ul>Malcolm Gladwell
    7. 7. How to find influencers <ul><li>Who: </li></ul><ul><li>Early adopters </li></ul><ul><li>Industry influencers </li></ul><ul><li>Active users </li></ul><ul><li>How: </li></ul><ul><li>Respect </li></ul><ul><li>Attention </li></ul><ul><li>Listen </li></ul><ul><li>Share </li></ul>
    8. 8. Case study- Sony BRAVA <ul><li>Colour.like.no.other </li></ul><ul><li>250,000 coloured balls </li></ul><ul><li>Citizens taking pictures </li></ul><ul><li>To reach mainstream </li></ul><ul><li>Via digital influencers </li></ul>Movie Case study by Ryan MacMillan
    9. 9. Solution: BRAVIA-advert.com <ul><li>Blog “The making of” </li></ul><ul><ul><li>Photos from the set </li></ul></ul><ul><ul><li>Interviews </li></ul></ul><ul><ul><li>Behind the scenes </li></ul></ul>Movie
    10. 10. Sony BRAVIA - Results <ul><li>Brand assets seen ~7M in 5 months </li></ul><ul><li>Blog campaign cost ~ € 70K </li></ul><ul><li>€ 0.01 per individual </li></ul><ul><li>35,000 times downloading </li></ul><ul><li>lots of relevant content in BRAVIA-advert.com </li></ul><ul><li>19,000 inbound links </li></ul><ul><li>#1 in Google for ‘advert’ </li></ul>Digital Influencers Early Mass Mainstream Audiences
    11. 11. Approaching bloggers <ul><li>Stick to the blogger’s requests </li></ul><ul><li>Relationships </li></ul><ul><li>Some blog for Ego </li></ul><ul><li>Flatter, Spoil </li></ul><ul><li>Short </li></ul><ul><li>Pay per post </li></ul>Thanks to Lintbucket
    12. 12. Emotional messaging <ul><li>Find the pain </li></ul><ul><li>Find the magic - Unique Sales Proposition </li></ul><ul><li>Have a mantra </li></ul><ul><li>Fit the communications to the medium </li></ul>
    13. 13. Which pain the product solves? Boredom Meaningless Emptiness Loneliness Self esteem Self Actualization Belonging Pass time
    14. 14. What’s our Magic? Unique Sales Proposition <ul><li>What do you better than your competitors in solving that pain ? </li></ul>
    15. 15. What’s your mantra? <ul><li>Find a phrase which describes what you do </li></ul><ul><li>Keep it very short and simple </li></ul><ul><li>Anyone can understand </li></ul>Thanks Guy Kawasaki
    16. 16. “ The medium is the message” * <ul><li>Social network - Social app, group, page </li></ul><ul><li>UG Video - Movie, channels, key words </li></ul><ul><li>Forums -Help, answer, ask </li></ul><ul><li>Blogs – posts, widgets, relationships </li></ul><ul><li>Mobile – Games </li></ul><ul><li>More.. </li></ul>* Marshall McLuhan
    17. 17. Nintendo <ul><li>“ You don't just play Wii, you experience it” </li></ul><ul><li>Youtube page expresses the message </li></ul><ul><li>Shaking landing page </li></ul>
    18. 18. Watch “ The most impressive Mac OS “
    19. 19. Motrin viral campaign Original Ad Counter Ad 1. 2.
    20. 20. From Johnson & Johnson blog <ul><li>“… .we have learned through .. the importance of paying close attention to the conversations that are taking place online….” </li></ul>
    21. 21. Negative buzz NOT being used 
    22. 22. Procter & Gamble's site for girls <ul><li>$1 in BeingGirl.com = $4 in TV </li></ul>
    23. 23. http://www.shaveeverywhere.com/ link
    24. 24. Use current trends to generate buzz <ul><li>Lenovo Olympic Bloggers </li></ul><ul><li>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. </li></ul>Link
    25. 25. Word of mouth doesn't work? <ul><ul><li>Embarrassing to talk about </li></ul></ul><ul><ul><li>No easy way to bring it up </li></ul></ul><ul><ul><li>Not cutting edge enough </li></ul></ul><ul><ul><li>Too popular to sneeze about </li></ul></ul><ul><ul><li>You might like the exclusivity </li></ul></ul><ul><ul><li>Keep worlds apart </li></ul></ul><ul><ul><li>Feel manipulated </li></ul></ul><ul><ul><li>Worry about your taste </li></ul></ul><ul><ul><li>No deadline, No limits </li></ul></ul>Thanks to Seth Godin
    26. 26. Make word of mouth happen <ul><li>Change the experience of talking about you </li></ul><ul><li>that people will </li></ul><ul><li>choose to do it </li></ul>
    27. 27. Social Medial Measurment Tools <ul><li>Blogs : </li></ul><ul><li>Technorati – Top 100 blogs, search </li></ul><ul><li>del.icio.us- http://del.icio.us/tag/topic+blog </li></ul><ul><li>Techrigy - http://www.techrigy.com </li></ul><ul><li>Nielsen BlogPulse- http://www.blogpulse.com </li></ul><ul><ul><li>http://www.blogpulse.com - ignore blogs with little traffic </li></ul></ul><ul><li>Forbes’ Best of the Web </li></ul><ul><li>Blogroll - each blog usually link to a list of other blogs </li></ul><ul><ul><li>Forums: </li></ul></ul><ul><li>Omgili - http://www.omgili.com </li></ul><ul><li>Boardtracker - http://www.boardtracker.com </li></ul><ul><li>Social Networks: </li></ul><ul><li>www.findasocialnetwork.com </li></ul><ul><li>More : </li></ul><ul><li>Radian6 </li></ul><ul><li>Digg </li></ul><ul><li>Alexa </li></ul><ul><li>Compete </li></ul><ul><li>Comscore </li></ul><ul><li>Quantcast </li></ul><ul><li>eMarketer </li></ul><ul><li>Google trends </li></ul><ul><li>Google Alerts </li></ul><ul><li>Find people – Spoke, Linkedin, Facebook. Flickr </li></ul>Twitter - http://twittermeter.com Uploading video to numerous sites– Tubemogul Radian6
    28. 28. Brain Storming <ul><li>What is your magic? </li></ul><ul><li>What is your message? </li></ul><ul><li>What is your mantra? </li></ul><ul><li>Choose a medium (one or more) </li></ul><ul><li>Plan the Communication element ( app, widget, blog, movie..) </li></ul><ul><li>Why will it be sticky? </li></ul><ul><li>Why will it be viral? </li></ul><ul><li>How will you kick of the distribution? </li></ul><ul><li>How will you measure success? </li></ul>
    29. 29. Thank You ! Michal Geva Social Media Marketing [email_address] +972.523.530507
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