Social Media Marketing -I Michal Geva

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How to build a social media marketing plan to increase awareness and SEO including real world case studies.Part 1

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Social Media Marketing -I Michal Geva

  1. 1. Social Media Marketing Part I January 2009 Michal Geva michal@michalgeva.com +972.523.530507
  2. 2. One of the first viral movies http://www.zefrank.com link First Viral Interactive Movie
  3. 3. Agenda • Social Networks - FaceBook • Blogging, Microblogging - Twitter • Video – Youtube • Forums • Bookmarking – Digg • Widgets & Mobile • Linking between the technologies
  4. 4. Web Statistics - Most Visited Sites Rank Site Monthly Visitors Monthly Page views 1 yahoo.com 239,700,000 24,909,000,000 2 google.com 266,800,000 13,894,000,000 3 youtube.com 183,300,000 19,286,000,000 4 live.com 143,300,000 8,314,000,000 5 facebook.com 81,200,000 11,638,000,000 6 msn.com 148,700,000 24,048,000,000 7 myspace.com 101,300,000 14,315,000,000 8 wikipedia.org 159,400,000 2,613,400,000 9 blogger.com 104,500,000 1,960,400,000 Source: Alexa , December 2008
  5. 5. Twitter
  6. 6. Where are the users? Social Network Characteristics M Users Rank Facebook General. 124 5 MySpace General. Popular in the United States, Canada and Europe. 250 7 hi5 General. Popular in Portugal, Cyprus, Romania, Thailand and Latin America. 80 17 Skyrock Leading Social Network in French-speaking world 22 49 Orkut Google. Popular in Brazil, Paraguay and India. some popularity in the USA and Canada. 67 63 Netlog Mostly Italy and Belguim 36 67 Bebo General, Popular in the US, UK, Ireland, NZ and the Pacific Islands 40 101 Tagged spread out - US, India, UK, Mexico, Indonesia 30 118 StudiVZ University students, mostly in the German-speaking countries 8 144 Sonico General. Popular in Latin America and Spanish and Portuguese speaking regions. 17 198 LinkedIn Business 30 206 Badoo General, Popular in Europe 13 210 Wamba Spain 44% - Site number 13 in Spain 257 Last.fm Music (U, China, UK, Germany, India( 21 327 Tuenti Spain - site number 7 in Spain 372 XING Business (primarily Europe (Germany( and China( 6 1074 Plaxo Business 15 1749 Source: Wikipedia . December 2008
  7. 7. Should we care about ? • 4th most visited site on the Web (comScore( • 120 million active users (FB) • 63% from outside of the U.S (Compete, Alexa) • 35 million unique visitors/month (Compete, Alexa) • 18 million Unique Visitors in UK • 65% of visitors are “addicts” returning daily (Quantcast)
  8. 8. More about • Fastest-growing demographic: users 25+ years of age • 24K+ 3rd party applications, 52K apps in total • 140 new applications added per day • Visitors are more female (Quantcast) • Income more than Internet avg (Quantcast) • More than 6 million active user groups on the site (FB) • No. 1 photo sharing application on the Web (comScore)
  9. 9. Brands’ Pages in Facebook
  10. 10. Branded Pages
  11. 11. Personalized Pages
  12. 12. External Landing Page
  13. 13. FaceBook Personalized Pages
  14. 14. External Landing Page
  15. 15. Events Groups How To Use FB Groups & Events
  16. 16. Travelchannel.com FB App - Kidnap! 3,110,299 Monthly active users In the 6 weeks after launch: • 1,711,300 Kidnap Requests Sent • 225,521 Monthly Active Users • 23,034 Daily Active Users
  17. 17. Viral, Rewording, Story •TravelChannel helps players • 54% of invites to play accepted • 5th most popular "Travel" App •Unbranded App
  18. 18. Travelchannel.com • 28% Site visits increased • 38% Page views up • 66% of players age 18-35
  19. 19. FB App - Green Patch 6,184,006 monthly active users • Nature.org • Average of $125/charity • 26.2M total installs, 262K daily active users • 6,184,006 monthly active users Nature.org FB App - Green Patch
  20. 20. Green Patch App 6,184,006 monthly active users Sticky Viral
  21. 21. Sony Pictures "30 Days of Night" movie Used Vampires App 1,060,533 monthly active user •Had already 3 Million Registered users • Scary movie and related to Vampires • Prize : 4 wheel ATVs and $1500 • Period: 3 weeks
  22. 22. What worked for Sony? Results: • 60,000 users registered - success was deemed at 10k • 11,642,051 visits for bite page • 17,652,567 visits for the stats page What worked? • Fishing where the fish are • Work with professionals • Compliment the existing user experience
  23. 23. Facebook Summary • Pages – (Puma) • Groups, Events – (Nike) • Causes – (Nature.org) • Successful application – (Travelchannel.com) – Notifications – Show off – Competitive – Unbranded
  24. 24. Blogging • Which companies have a blog ? • A good blog is like a snow ball • A good blog must have unique content • Increases engage with the readers • Expend using: RSS, comments, blogroll, trackbacks, voting buttons etc.
  25. 25. Who reads blogs? Source: Forrester
  26. 26. Most Popular Corporate Blogs (Technorati ranked) - May 2008 Successful companies communicate with their users in an unofficial way
  27. 27. “Nothing is personal” CEO’s Blogs: 1. Jonathan Schwartz - (President & CEO, Sun Microsystems) 2. Scott Ragsdale - (Founder and CEO, Naseba) 3. Mark Cuban - (Owner, Dallas Mavericks) 4. Guy Kawasaki - (CEO, Fog city software (1993 – 1995)) 5. Craig Newmark - (CEO, Craig’s List) 6. Kevin Lynch - (Chief Software Architect, Adobe) 7. Reed Hastings - (CEO, Netflix) 8. Marc Andreessen - (Co-founder, Netscape Communications) 9. Alan Meckler - (CEO, Jupiter Media) 10. Matt Blumberg - (CEO, Return Path)
  28. 28. Paulo Coelho’s Blog The Experimental Witch Project Filmmakers: • Mission: Film from through the eyes of a narrator • Prize: €3,000 + Your film edited by professionals Musicians: • Mission: Send ideas for soundtrack to Myspace • Prize: €1,500 and must sign away the rights for the film Result: • collaborative film of The Witch of Portobello • 6,000 submissions, 15 winners • ~€ 60,000 Campaign
  29. 29. Stormhoek Winery South Africa • 305 blog posts after 1 month • In 3 years $1 million gown to a $10 million sales • Private label for Microsoft
  30. 30. “Wine is a social lubricant” Gapingvoid - Hugh MacLeod
  31. 31. Social Network Marketing Story Supermarket Importers Easier sales
  32. 32. Microblogging: Twitter • over 3 million accounts • over 5 million visitors in Sep08 (Comscore ) • #742 according to Alexa • News + Conversations
  33. 33. H&R Block – Finance Conversational Twitters
  34. 34. Dedicated Social Networks
  35. 35. Video - Youtube 183,300,000 Monthly Visitors
  36. 36. Dove User Generated dovecreamoil.com
  37. 37. Heinz User Generated Campaign
  38. 38. More then 1,000 submissions Watch : Movie I Movie II
  39. 39. Nytimes.com – “How we met”
  40. 40. User Generated Campaigns You Give: • Incentives • Rules • Template • Freedom • Examples • Dedicated site • Kick off • Control You Get: • Free media • Creative ads • Word of mouth • Engagement • Loyalty • Brands advocates • Incoming links
  41. 41. BlendTec Viral Campaign
  42. 42. Forums • External vs internal forums • Content • Moderators • Rewording • Be a part of the community • The new PR • Only 5 % are active
  43. 43. Why ? • Rating the web’s newest content • 150th most popular site on the Web (Alexa) • Over 20 million unique visitors/month (Compete) • 2.7 million registered users (Estimated; John Grahan-cunning) • Demographics: 25-34 years old, international (Quantcast)
  44. 44. How Digg works? • Good content • Gain reputation • Be active • Check the upcoming news • “Friend” with Diggers
  45. 45. Organic Linkbait Content: • Tips & Tricks • Lists • News • Humor • Controversial • Attack high profile bloggers • Say something unpopular • running awards or competitions • Story
  46. 46. Daniel Scocco’s Lists Results: • 300 comments • 11,000 Google results for “ 43 Web Design…”
  47. 47. Seth Godin’s Blog 9,400 results in Google
  48. 48. Camera’s Review Site - Bryan Carnathan
  49. 49. Linkbaits from forumshttp://photo.net http://www.fredmiranda.com
  50. 50. 1st Result in Google
  51. 51. linking between the platforms Tools: Blogs, Movies, RSS, Bookmarking Buttons, Dedicated sites, Forums…. Content: • Tips & Tricks • Lists • News • Humor • Controversial • Attack high profile bloggers • Say something unpopular • running awards or competitions • Story
  52. 52. Widgets • Case Studies of companies the use widgets to encourage traffic and awareness. Google widgets – Choose a widget for your web page
  53. 53. Social Goes Mobile iPhone Apps Source: Oreilly
  54. 54. link Live Poker by Zynga • Play with 1.5M daily players – FB, Myspace • Helps you find friends
  55. 55. Participating in social media - Summary Choose your audiences Fish where they are Choose your play ground Role the snow ball Less money more engagement Build your story
  56. 56. Thank You ! Michal Geva Social Media Marketing michal@michalgeva.com +972.523.530507

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