How to Create a Fan-Fueled Frenzy Online
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How to Create a Fan-Fueled Frenzy Online

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Tips, tricks and examples for how to create marketing campaigns and content that generate excitement and engagement among your target audience.

Tips, tricks and examples for how to create marketing campaigns and content that generate excitement and engagement among your target audience.

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How to Create a Fan-Fueled Frenzy Online How to Create a Fan-Fueled Frenzy Online Presentation Transcript

  • 11/18/2009
    www.meteorsolutions.com
    1
  • Beyond Ho-Hum Social Media Marketing: How to Create a Fan-Fueled Frenzy Online  
    AGENDA
    Overview
    Choosing Your Target - Fans and Advocates
    Creating Killer Content
    Accelerating Distribution - Outreach and Advertising
    Q & A
    11/18/2009
    CONFIDENTIAL
    www.meteorsolutions.com
    2
  • Meteor Overview
    The Leading Technology Platform for Measuring and Optimizing Earned Media
    Experienced Team of Online Marketing, Games, and Technology Pros
    Customers Include…
    11/18/2009
    CONFIDENTIAL
    www.meteorsolutions.com
    3
  • Online Marketing Is Changing…
    11/18/2009
    CONFIDENTIAL
    www.meteorsolutions.com
    4
    Build Site and Create Content
    Buy Ads
    Tracking and Optimization
    Tracking and Optimization
  • Today It Has to Be Earned
    Paid Media (Ads)
    Owned Media
    Earned Media
  • A Big Opportunity
    11/18/2009
    www.meteorsolutions.com
    6
    +
    +
    Lots of Traffic
    • 15-20% of Unique Visitors from “Earned” Links
    (source: Meteor Solutions)
    Valuable Visitors
    • 1.5x – 4x Conversion Lift
    • Loyal Fans
    (source: Meteor Solutions, Razorfish)
    Growing Fast
    • 88% of links followed by 14-24 yo’s sent by friends
    (source: Microsoft/Viacom)
  • Golden Triangle
    11/18/2009
    CONFIDENTIAL
    www.meteorsolutions.com
    7
    Most Valuable Audience
    GOAL: Bring the most engaging content to the most valuable audience on the most active and engaged sites.
    Relevant, Useful, and Engaging Content
    Most Active Sites and Communities
  • How Social Marketing Programs Get Started
    11/18/2009
    CONFIDENTIAL
    www.meteorsolutions.com
    8
  • Connecting with Fans and Advocates
    11/18/2009
    CONFIDENTIAL
    www.meteorsolutions.com
    9
    Serious Fan
    Advocates
    Passionate about your brand, eager to share with others.
    Committed to the cause, eager to make a difference.
  • How to Engage Your Fans and Advocates
    11/18/2009
    CONFIDENTIAL
    www.meteorsolutions.com
    10
    • Recognition
    • Public Acknowledgement, Counters, Stars, Achievements
    • Rewards
    • Access, Special Content, Status
    • Sharing
    • Facebook Connect
    • Twitter API
    • Email
    • Sharing Widgets
    • Fun
    • Increasing Influence = More Recognition and “Richer” Rewards
  • The Multiplier Effect
    11/18/2009
    CONFIDENTIAL
    www.meteorsolutions.com
    11
    100s
    1,000,000s
    10,000s
  • Impact of Individuals
    11/18/2009
    CONFIDENTIAL
    www.meteorsolutions.com
    12
    153 more visits from one fan
    Email
    Blog 1
    Email
    Email
    Blog 2
    Blog 3
    Blog 4
    Blog 5
  • Creating Killer Content
    Creative Approaches to Driving Engagement and Sharing Online
    Steve Fowler | V.P. Strategy and Client Service [ayzenberg group]ph: 626.584.4070 x25email: sfowler@ayzenberg.com
    11/18/2009
    CONFIDENTIAL
    www.meteorsolutions.com
    13
  • The greatest-impact use of all for Share Tracking technology is to build a sharing community hub right into your site itself.
    This can only be done for sites that our agency is building from the ground-up due to its fully-integrated nature, but it’s a great add-on we can build into any website concept we present to you.
    On the Resident Evil 5 site, we’ve built-in a promotional application that incentivizes visitors to pass-along content.
  • Here is the viral area within the website, where we have a host of content that the community can look at.
  • Community Rewards
    Instructions / Info about Rewards
    Instructions / Info about Rewards
    Users can establish a user name login so to aggregate their efforts for when they come back again and again.
    And they will come back again and again when we feed them with fresh content!
  • Here, members of the community can track how many pass-alongs they’ve done, as well as how what they’ve shared has become viral. When they get to a certain point of points (for each time someone they’ve shared with passes it along further), they receive rewards.
  • An interactive map lets them see how they’ve circled the globe with their sharing.
    Rewards can be wallpapers, screen savers, or any other reward you can dream up. Bigger prizes can be a name in the game manual, autographed artwork, etc.
    NET RESULT: In exchange for some very low-cost incentives and special content to feed the fans, a HUGE group of gamers will market your product for you!
  • NAMCOBANDAI | TEKKEN 6 | TOURNAMENT
    http://tekken.namco.com/tournament
    Ayzenberg Group
  • NAMCOBANDAI | TEKKEN 6 | TOURNAMENT
    http://tekken.namco.com/tournament
    Ayzenberg Group
  • NAMCOBANDAI | TEKKEN 6 | COMMUNITY
    http://twitter.com/tekkenbob
    http://www.flickr.com/photos/namcotekken6/
    http://www.facebook.com/tekken
    Ayzenberg Group
  • Syndicate and Publicize Relevant Content (even when it isn’t yours!)
    On Twitter
    Post Links to Quality Fan Content
    Follow Quality Followers
    Re-Tweet Relevant Messages
    On Facebook
    Friend Your Biggest Fans
    Post Relevant
    On Bookmarking Sites
    Link to Quality Fan Content Through Delicious, Digg, etc.
    11/18/2009
    CONFIDENTIAL
    www.meteorsolutions.com
    22
  • Discover and Engage in Relevant Conversations
    Monitor, Track and Engage in Relevant Conversations
    Free
    Google Alerts
    BlogPulse
    Paid (examples)
    Radian6
    Visible Technologies
    11/18/2009
    CONFIDENTIAL
    www.meteorsolutions.com
    23
  • Identify Potential Advertising Opportunities
    11/18/2009
    CONFIDENTIAL
    www.meteorsolutions.com
    24
  • Increase Advertising ROI on High Yield Sites
  • Take-Aways
    Know Your Fans and Advocates
    Recognize Them and Reward Them With Content They Want
    Encourage Them to Share and Expand the Community
    Complement What’s Happening Organically with Targeted PR and Advertising
    11/18/2009
    CONFIDENTIAL
    www.meteorsolutions.com
    26
  • Thank You!
    Please contact us with questions!
    Ben Straley, CEO
    Ben@meteorsolutions.com
    c 206.859.3563
    Sales: (866) 677-0604
    Steve Fowler | V.P. Strategy and Client Service [ayzenberg group]ph: 626.584.4070 x25email: sfowler@ayzenberg.com
    11/18/2009
    www.meteorsolutions.com
    27