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Social Amplification Blows Up the Good, Bad, and Ugly
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Social Amplification Blows Up the Good, Bad, and Ugly

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Before you do ‘trial-and-error’ social media marketing, you’d better plan ahead and be ready for it to blow up – good OR bad. The opportunity for marketers is to leverage social amplification ...

Before you do ‘trial-and-error’ social media marketing, you’d better plan ahead and be ready for it to blow up – good OR bad. The opportunity for marketers is to leverage social amplification instead of sticking ads in social media sites.

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Social Amplification Blows Up the Good, Bad, and Ugly Social Amplification Blows Up the Good, Bad, and Ugly Presentation Transcript

  • Dr. Augustine Fou http://bit.ly/augustinefouApril 3. 2012 Marketing Science Consulting Group, Inc. 1 Image: http://www.flickr.com/photos/19646481@N06/4307303625
  • Good: TNT “Add Drama” VideoApril 2012 – 90 Second Video Ad: 22 million views in 5 days TNT in Belgium “Push to Add Drama” Button Source: YouTubeApril 3. 2012 2
  • Good: Kony 2012March 2012 – 30 min Documentary Video: 112 million views in 1 week Source: VisibleMeasuresApril 3. 2012 3
  • Bad: McDonald’s TwitterJan 2012 - #McDStories turns into a social media sh*tstorm (w/ real feedback)April 3. 2012 4
  • Good: Groupon2011 – Group buying site skyrockets due to social lift Why it worked: •“Deal is On” – minimum number of buyers needed, incentivized sharing with the right people •Time fuse – had to buy before the deadlineApril 3. 2012 5
  • Ugly: WienergateJune 2011 – Congressman Anthony Wiener Resigns 1 month into Scandal Source: New York TimesApril 3. 2012 6
  • Good: American Express Mobile AppApril 2010 - Cardmembers helped create the app; helped launch the app • 10,000 cardmembers in beta provided feedback • Achieved 30,000 downloads in the first weekApril 3. 2012 7
  • Good: JetBlue All-You-Can-JetAugust 2009 - Twitter followers became a mass channel to launch, for FREE • Launched via a tweet • Within first 7 hours, got 31 million Google search results on All-You-Can-Jet-Pass • 10 million more blog reactions • Achieved mass awareness Source: go-Digital BlogApril 3. 2012 8
  • Bad: Domino’s Pizza2009 - Disgusting YouTube video blew up; forced actual innovation After PR disaster, Domino’s Pizza actually innovated their product, using fresh ingredients; featured product innovations by employees, a new start.April 3. 2012 9
  • So what? Social media can blow things up, and is permanent. “Before you do ‘trial-and-error’ social media marketing, you’d better plan ahead and be ready for it to blow up – good OR bad. The opportunity for marketers is to leverage social amplification instead of sticking ads in social media sites.” - Dr. Augustine Fou Social Media Social AmplificationApril 3. 2012 10
  • Dr. Augustine Fou – Chief Digital Strategist Dr. Augustine Fou is Chief Digital Strategist of Marketing Science Consulting Group, Inc., a company he founded over 11 years ago. He is an industry- recognized thought leader in digital strategy, search and social media marketing and former Group Chief Digital Officer of Omnicoms Healthcare Consultancy Group. Dr. Fou teaches social media marketing to executives at Rutgers University’s Center for Management Development. He is a frequent panelist, moderator, and keynote speaker. He writes a monthly column on Integrated Marketing for ClickZ.com. Dr. Fou completed his PhD at MIT in Materials Science at the age of 23. He started his career with McKinsey & Company. and can be found on Twitter.com @acfou. slide shares - http://www.slideshare.net/augustinefou bio - http://www.linkedin.com/in/augustinefouApril 3. 2012 acfou@mktsci.com 11