How to Create a Fan-Fueled Frenzy Online

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
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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
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Online Marketing Is Changing…
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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
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+
+
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
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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
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Connecting with Fans and Advocates
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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
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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
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100s
1,000,000s
10,000s

Impact of Individuals
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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
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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 | 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.
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Discover and Engage in Relevant Conversations
Monitor, Track and Engage in Relevant Conversations
Free
Google Alerts
BlogPulse
Paid (examples)
Radian6
Visible Technologies
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Identify Potential Advertising Opportunities
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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
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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
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How to Create a Fan-Fueled Frenzy Online

by Meteor Solutions on Nov 19, 2009

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