The new science of Advertising: Friendcasting
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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 ...

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 The new science of Advertising: Friendcasting Presentation Transcript

  • The new science of online Advertising: Friendcasting
    Presented by:
    Mawuna R. KOUTONIN, Founder and CEO of Goodbuzz.org
  • The Take away
    At the end of the presentation you should be able to :
    • Impress friends with a new hype word: “friendcasting”
    • To boo, but with style View slide
    • Become a Star
  • Illustration 1
    Us presidential election on 2008:
    How did Barack Obama beat Hillary Clinton and John McCain to become President of the Most powerful country in the world
    View slide
  • A central message
    A central message with only 2 keywords:
    Hope: A change we can believe in (USP)
    Possibility: Yes we can (Slogan – from the cartoon “Bob the Builder”)
  • Can we do it?
  • Audience segmentation
  • Vertical validation & transformation
  • Results
    > 7.000 variant of messages (A/B testing)
    > 100.000 user-generated events with 1,5 million fans
    16 million email opt-ins
    4 million donators
    4,6 million Google blog posts
    > 5 million « friends »
    President of the United states of America
  • How He Did It
    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
  • Tactics
    Make your message delivered. You are not always the best person to sell yourself
    Focus your marketing effort on how to recruit, involve and nurture your vertical ambassadors – make them feel good and virtuous by helping you
    Create and nurture communities
    Students for Obama (193,000)
    Joe Biden (171,000)
    Michelle Obama (142,000)
    Obama (120,000)
    Women for Obama (62,000)
    Boo with style (Be positive)
  • Illustration 2
    Press Release
    Old model:
    You  Journalist  target audience
    New Model:
    You  your friends and connections  your audience
  • Illustration 3
    Forum, Facebook, Linkedin, Ning, groups
    Old model:
    Register  pretend  spam  target audience
    New Model:
    Register  identify local influentials Send them PM  Influentials post on the forum about you
  • What to do?
  • The old model bug
    Lack of Trust
  • What to do?
    “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
  • To Boo with Style
    Casper used to scare people but got tired of it all
  • Friendcasting is about
  • What is “friendcasting”
    Friendcasting is to make your message delivered by the people who are the closest and most intimate to your target market. 
  • Contrasting
  • Theories
    Micro-audience marketing
    Tribal marketing
    Grassroots marketing
    IRaaS™ 
  • Now, Boo me with Style
    Mawuna Koutonin
    Founder and CEO of GoodBuzz
    Email: mk@linkcrafter.com
    Twitter: 4goodbuzz
    Website: goodbuzz.org