The new science of Advertising: Friendcasting


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The social media revolution is unstoppable, and it is touching, and changing everything. For Advertising, we are moving from “one to many” marketing to “many to many” marketing, which also means for marketers moving from “broadcasting” to “friendcasting”. Friendcasting is a new way to make your message delivered by the people who are the closest and most intimate to your target market. It’s a deep trend that has started some years ago but only now we are seeing its full expression. It Requires new way of thinking and new tools. During the presentation, you'll learn the basic principles to understand about friendcasting, and some tools and tactics to use successfully.

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  • Friendcasting is a nice neologism and a good name for a new marketing strategy. In social media marketing experts say that the strategy is making your customers your brand ambassadors.
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The new science of Advertising: Friendcasting

  1. 1. The new science of online Advertising: Friendcasting<br />Presented by:<br />Mawuna R. KOUTONIN, Founder and CEO of <br />
  2. 2. The Take away<br />At the end of the presentation you should be able to : <br /><ul><li>Impress friends with a new hype word: “friendcasting”
  3. 3. To boo, but with style
  4. 4. Become a Star </li></li></ul><li>Illustration 1<br />Us presidential election on 2008: <br />How did Barack Obama beat Hillary Clinton and John McCain to become President of the Most powerful country in the world<br />
  5. 5. A central message<br />A central message with only 2 keywords:<br />Hope: A change we can believe in (USP)<br />Possibility: Yes we can (Slogan – from the cartoon “Bob the Builder”) <br />
  6. 6. Can we do it?<br />
  7. 7. Audience segmentation<br />
  8. 8. Vertical validation & transformation<br />
  9. 9. Results <br />> 7.000 variant of messages (A/B testing)<br />> 100.000 user-generated events with 1,5 million fans<br />16 million email opt-ins<br />4 million donators<br />4,6 million Google blog posts<br />> 5 million « friends »<br />President of the United states of America<br />
  10. 10. How He Did It<br />Barack Obama had a gift, and he knew it. He had a way of making very smart, very accomplished people feel virtuous just by wanting to help Barack Obama. - Newsweek magazine <br />
  11. 11. Tactics <br />Make your message delivered. You are not always the best person to sell yourself <br />Focus your marketing effort on how to recruit, involve and nurture your vertical ambassadors – make them feel good and virtuous by helping you <br />Create and nurture communities<br />Students for Obama (193,000)<br />Joe Biden (171,000)<br />Michelle Obama (142,000)<br />Obama (120,000)<br />Women for Obama (62,000)<br />Boo with style (Be positive)<br />
  12. 12. Illustration 2<br />Press Release <br />Old model:<br />You  Journalist  target audience <br />New Model:<br />You  your friends and connections  your audience <br />
  13. 13. Illustration 3<br />Forum, Facebook, Linkedin, Ning, groups<br />Old model:<br />Register  pretend  spam  target audience <br />New Model:<br />Register  identify local influentials Send them PM  Influentials post on the forum about you <br />
  14. 14. What to do?<br />
  15. 15. The old model bug<br />Lack of Trust <br />
  16. 16. What to do? <br />“Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does. Steuart H. Britt<br />
  17. 17. To Boo with Style<br />Casper used to scare people but got tired of it all<br />
  18. 18. Friendcasting is about<br />
  19. 19. What is “friendcasting”<br />Friendcasting is to make your message delivered by the people who are the closest and most intimate to your target market. <br />
  20. 20. Contrasting <br />
  21. 21. Theories<br /> Micro-audience marketing <br /> Tribal marketing <br /> Grassroots marketing <br />IRaaS™  <br />
  22. 22. Now, Boo me with Style<br />Mawuna Koutonin <br />Founder and CEO of GoodBuzz<br />Email: <br />Twitter: 4goodbuzz <br />Website: <br />