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