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Buzzfeed - iStrategy Chicago 2012

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How to create the ultimate brand experience

How to create the ultimate brand experience

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  • 1. Turbo Charged Word-of-Mouth Marketing Social Publishing Secrets from The Syfy Channel and other Innovative Brands Andy Wiedlin @acwiedlinMonday, October 8, 12
  • 2. Agenda • Social Changes Everything • Social Publishing for Brands • Case Study: Syfy Channel • Examples & DiscussionMonday, October 8, 12
  • 3. The Hottest, Most Social Content On The Web 25 Million Unique VisitorsMonday, October 8, 12
  • 4. Why Do People Visit BuzzFeed? 80 64 48 32 16 0 To See What’s Hot To Find Things To Share To Make Viral Stuff *Internal SurveyMonday, October 8, 12
  • 5. Our POV • Consumers have moved from portals... to search... to social • Consumers are looking to discover, engage, and share content • Great brands are acting like publishers to make their content engaging and sharable to generate true word of mouth marketing.Monday, October 8, 12
  • 6. Social Takes Over The World Facebook has risen over the last six months to challenge Googles place as the most important source of traffic to online publishers for content published in the last 7 daysMonday, October 8, 12
  • 7. Content Gifts • Is the gift fun to give? Fun to receive? Fun to tell friends about?Monday, October 8, 12
  • 8. The Facebook Test Want to see it in your feed? Would you click it? Would you share it?Monday, October 8, 12
  • 9. What Is Social Content?Monday, October 8, 12
  • 10. Monday, October 8, 12
  • 11. Monday, October 8, 12
  • 12. Monday, October 8, 12
  • 13. Monday, October 8, 12
  • 14. Monday, October 8, 12
  • 15. Monday, October 8, 12
  • 16. People Share Cute AnimalsMonday, October 8, 12
  • 17. Key LearningsMonday, October 8, 12
  • 18. People share things that make them look clever and cool.Monday, October 8, 12
  • 19. Sharing is about moments of relevance and timelinessMonday, October 8, 12
  • 20. Create content about groups with strong identitiesMonday, October 8, 12
  • 21. Applied Statistics Workshop (Gov 3009)10/10/2012.Thales Teixeira, Asst Professor of Business Administration at theHarvard Business School, from presentation "Viral VideoAdvertising".Monday, October 8, 12
  • 22. 1) Extroverted People Share MoreApplied Statistics Workshop (Gov 3009)10/10/2012.Thales Teixeira, Asst Professor of Business Administration at theHarvard Business School, from presentation "Viral VideoAdvertising".Monday, October 8, 12
  • 23. 1) Extroverted People Share More 2) Shocking Them Can Drive Views, But Not SharesApplied Statistics Workshop (Gov 3009)10/10/2012.Thales Teixeira, Asst Professor of Business Administration at theHarvard Business School, from presentation "Viral VideoAdvertising".Monday, October 8, 12
  • 24. 1) Extroverted People Share More 2) Shocking Them Can Drive Views, But Not Shares 3) Humor That Is Positive Drives These Extroverts To Share The MostApplied Statistics Workshop (Gov 3009)10/10/2012.Thales Teixeira, Asst Professor of Business Administration at theHarvard Business School, from presentation "Viral VideoAdvertising".Monday, October 8, 12
  • 25. Like Good TV Ads, Social Ads... •  Tell a story •  Involve people emotionally •  Are not heavy-handedMonday, October 8, 12
  • 26. If you want a big snowball effect, start with a big snowballMonday, October 8, 12
  • 27. The BuzzFeed Story Unit • CTRs are 10x-20x industry average • Ads are in-stream and look like contentMonday, October 8, 12
  • 28. Banners vs. Social Advertising BANNERS SOCIAL ADS • Ignored • High Engagement • Disruptive • Native, in-stream • Cant be shared • SharableMonday, October 8, 12
  • 29. We Help Brands... Promote and distribute existing content Create new, brand-relevant content Sponsor viral contentMonday, October 8, 12
  • 30. If Content Can Be Social, Ads Need To Work The Same WayMonday, October 8, 12
  • 31. How Syfy Goes Social Doreen Rokhsar doreen.rokhsar@nbcuni.comMonday, October 8, 12
  • 32. Syfy - Face Off Case StudyMonday, October 8, 12
  • 33. Shareable “Content Gifts”Monday, October 8, 12
  • 34. Shareable “Content Gifts”Monday, October 8, 12
  • 35. Shareable “Content Gifts”Monday, October 8, 12
  • 36. Monday, October 8, 12
  • 37. Syfy Social Communities postingMonday, October 8, 12
  • 38. A Cascade of Great Social ConversationsMonday, October 8, 12
  • 39. Program Success: 323,000 Total Engagements Custom Content: 229,000 paid Engagements 94,000 earned EngagementsMonday, October 8, 12
  • 40. Program Success: 323,000 Total Engagements Custom Content: 229,000 paid Engagements 94,000 earned Engagements 108k Earned Engagements = 431k Total EngagementsMonday, October 8, 12
  • 41. Examples Of Other Great Brands...Monday, October 8, 12
  • 42. Monday, October 8, 12
  • 43. Monday, October 8, 12
  • 44. Monday, October 8, 12
  • 45. Monday, October 8, 12
  • 46. Be a Relevant Voice To Your AudienceMonday, October 8, 12
  • 47. “Our relationship with BuzzFeed really put Virgin Mobile Live on the map. These guys know all the tricks to optimizing viral content.” — Ron Faris, CMO, Virgin Mobile USAMonday, October 8, 12
  • 48. Social advertising is word-of-mouth marketing at Internet scale. “What comes to mind when you think about General Electric (GE)?” Exposure Total Positive Responses Control Group 42% Via Social 77% Media “We see social branded content as a great way to engage.” — Paul Marcum, Director of Global Digital Programming & Marketing, GE Source: “GE Study Proves Consumers Respond More to Shared Content,” Advertising Age 1/25/2012Monday, October 8, 12
  • 49. Monday, October 8, 12
  • 50. You Can’t Guess Which Specific Ideas Will Spread.Monday, October 8, 12
  • 51. You Can’t Guess Which Specific Ideas Will Spread. You Need To Experiment.Monday, October 8, 12
  • 52. You Can’t Guess Which Specific Ideas Will Spread. You Need To Experiment. And Have Some Fun!Monday, October 8, 12
  • 53. Questions? Andy Wiedlin Chief Revenue Officer andyw@buzzfeed.com 510.418.6600 @acwiedlinMonday, October 8, 12

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