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10EVERYMARKETER SHOULD KNOW
Hi, I am Mark Fidelman@MARKFIDELMAN
-Harry HoudiniI get more advertising space without paying for it than anyone in the country. "
One of the early marketing hackers was harry houdini
I’m going to teach you3 marketing Lessonsand10 hacks from Houdini:
Houdini: GOBIG
Houdini: Give them a story
Houdini: GiveawayfreeMedia
Let’s apply Houdinitricks in the digital age
How to Become a Digital Houdini@MARKFIDELMAN
Everything houdinidid was engineered (including the marketing)
Because he needed to rise above the noise
Because Houdini had thousandsof competitors
And today, You’re competing with a $500b Global Marketing spend
So you must use every trickat your disposal
The Move to Digital 79% 61% Feel better about company that delivers custom content Marketers shifting to digital brand...
You’ve got heavy competition too…
What tricks do you haveUp your sleeve?
Magic Marketing 3 Campaigns & 10 marketing hacks
CAMPAIGN @MARKFIDELMAN
Needed signups Got this result Tried theseACME CORPORATION
So we did something huge…
THE FUSIONLaunch STRATEGY How to launch a product, website, or service simultaneously with viral content
GO BIG STORY MEDIA OPERATION THE REVEAL: WHAT WE DID…
Hack #1 CREATEA VOICE OF THE INDUSTRY SURVEY TO CREATEINDUSTRY NEWS
PARTNER WITH PRESS, BLOGGER OR CONFERENCE SEND EMAILS TO DATABASESCREATE INFOGRAPHIC #1 #2 #3
THE USE OF INFOGRAPHICS 38% 51% 2014 2013 Year over year increase SOURCE (Content Marketing Institute)
Hack #2 LEVERAGE INFLUENTIALPEOPLE IN THE INDUSTRY TO PROMOTE YOUR PRODUCT OR SERVICE
How DO YOU find influencers? GETLITTLEBIRD.COM BUZZSUMO.COM
We took survey data and influencer recommendations to…
Create an ebook…
Hack #3 WHEN USERS DOWNLOADED eBOOKTHEY SIGNED UP FOR SITE SIMULATANEOUSLY
RESULTS 1.57Blog posts from influencers quoted in the book 2.5.5million unique page views 3.7500+ eBook downloads 4.75...
The cost was minimal…
$324 $175 FREE eBook infographic Influencer promotions
Why thESEhackSwork
LESSONS LEARNED 1.Go Big 2.Start 60 days out 3.Get Influencers and Press Buy-In 4.Hire talented designers on elanceor ...
CAMPAIGN @MARKFIDELMAN
The ALS Ice Bucket Challenge
CREATE Social proofCREDIBILITY &
A Campaign that snowballed into a globalphenomenon
HOW IT STARTED…
People started calling each other out on social media
GO BIG STORY MEDIA OPERATION WHAT ALS THEN DID…
TOOK CONTROL TOLD PEOPLE HOW THEY WOULD USE FUNDS ENLISTED CELEBRITIES
Hack #4 CREATESOCIAL PRESSURE BY CALLING OUT PEOPLE ON SOCIAL MEDIA
SHARE YOUR __________ CRAZY DANCE BEST “FROZEN” SONG
Example: DO YOUR BEST IMPRESSION OF THIS DANCE …
Hack #5 ALSHIJACKED MOMENTUM BY SETTING UP A WEBSITE AND ENCOURAGING PARTICIPATION
Hack #6 APPEAL CAMPAIGN TO CELEBRITIES WITH STAKE IN OUTCOME
FOUND CELEBRITIES WITH ALS IN FAMILY HAD THEM APPEAL TO OTHER CELEBRITIES CREATED A VIRAL LOOP
Once celebrities and influencers started calling each other, the campaign went viral
RESULTS •Since July 29, 2014, The ALS Association has received$125 millionin donations! •2,350,000videos created on YouT...
Why thESEhackSwork
LESSONS LEARNED 1.Pay attention to what’s trending 2.You don’t need a big budget to make a big splash 3.Create media th...
Small budget Ideas WANT TO REPLICATE THE ALS CHALLENGE? GOOD LUCK 
Like ALS did, you can hijackother campaigns or stories…
EXAMPLE: APPLE’S BENDGATE
CAMPAIGN @MARKFIDELMAN
SKULPT.ME BUILD A COMMUNITY BEFORE YOU LAUNCH A PRODUCT
Offer freecontent or Product samples
Houdini drummed up publicity by organizing freedemonstrations
And if done strategically you can benefit too…
GO BIG STORY MEDIA OPERATION THE REVEAL: WHAT WE are doing…
BMI IS DEAD! HIRED 100 INFLUENCERS TO REVIEW PRODUCT CREATED BMI IS DEAD STORY PARTNER WITH MAJOR SPORTS YOUTUBER
Hack #7 HIREVIRAL YOUTUBE INFLUENCER TO CREATE VIDEO ABOUT YOUR PRODUCT/SERVICE
•Show viral youtubershere These twoHave millions of subscribers
VIDEO SELLS 90% 64% Website visitors more likely to buy product after watching video Prospects say watching a video he...
There are people on youtubethat can guarantee a million views…
Hack #8 GIVE50-60 MID-TIER INFLUENCERS PRODUCT TO REVIEW –THEN PROMOTE MAJOR INFLUENCER CONTENT
VIRAL CONTENTMAGNIFIED BY 100 PEOPLEPROMOTED BY PRESS
RESULTS Estimated •87,983,00 impressions •From 0% to 10% Target Market Customer Awareness
Why thESEhackSwork
LESSONS LEARNED 1.Find viral content creators on YouTube, Vine, Instagram 2.Get 50-60Mid-Tier influencers to review your...
#9 #10 HACKS
Hack #9 BECOME THE PRESS CREATE CONTENT THAT YOUR CUSTOMERS WANT
The N.OseyCOLUMN
Houdini penned his own column – n.osey…
BECOME A GUEST CONTRIBUTOR FOR A HIGH PROFILE WEBSITEHAVE INFLUENCERS PROMOTE YOUUSE COLUMN TO MEET NEW PEOPLE
Several news sites allow permanent contributos
Becoming the press has several advantages
Hack #10 USE FREE TWITTER CARDS TO GENERATE QUALIFIED LEADS
Twitter card https://ads.twitter.com
As soon as a user clickson a twitter card, you get their email address!
Shhh… And you can use them for free
CONCLUSION REMEMBER HOUDINI: •Almost all PR & marketing is engineered •Use word-of-mouth to build up your business (thr...
Click to Find influencers Need a Houdini?
YOU THANK @MARKFIDELMAN
10 Digital Hacks Every Marketer Should Know
10 Digital Hacks Every Marketer Should Know
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10 Digital Hacks Every Marketer Should Know

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I've spent the last 10 years discovering the best digital marketing hacks to move the awareness and revenue needle. I'm giving you 3 examples and 10 hacks to improve your marketing game dramatically.

Published in: Marketing
License: CC Attribution-NoDerivs License
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10 Digital Hacks Every Marketer Should Know

  1. 10EVERYMARKETER SHOULD KNOW
  2. Hi, I am Mark Fidelman@MARKFIDELMAN
  3. -Harry HoudiniI get more advertising space without paying for it than anyone in the country. "
  4. One of the early marketing hackers was harry houdini
  5. I’m going to teach you3 marketing Lessonsand10 hacks from Houdini:
  6. Houdini: GOBIG
  7. Houdini: Give them a story
  8. Houdini: GiveawayfreeMedia
  9. Let’s apply Houdinitricks in the digital age
  10. How to Become a Digital Houdini@MARKFIDELMAN
  11. Everything houdinidid was engineered (including the marketing)
  12. Because he needed to rise above the noise
  13. Because Houdini had thousandsof competitors
  14. And today, You’re competing with a $500b Global Marketing spend
  15. So you must use every trickat your disposal
  16. The Move to Digital 79% 61% Feel better about company that delivers custom content Marketers shifting to digital branded content
  17. You’ve got heavy competition too…
  18. What tricks do you haveUp your sleeve?
  19. Magic Marketing 3 Campaigns & 10 marketing hacks
  20. CAMPAIGN @MARKFIDELMAN
  21. Needed signups Got this result Tried theseACME CORPORATION
  22. So we did something huge…
  23. THE FUSIONLaunch STRATEGY How to launch a product, website, or service simultaneously with viral content
  24. GO BIG STORY MEDIA OPERATION THE REVEAL: WHAT WE DID…
  25. Hack #1 CREATEA VOICE OF THE INDUSTRY SURVEY TO CREATEINDUSTRY NEWS
  26. PARTNER WITH PRESS, BLOGGER OR CONFERENCE SEND EMAILS TO DATABASESCREATE INFOGRAPHIC #1 #2 #3
  27. THE USE OF INFOGRAPHICS 38% 51% 2014 2013 Year over year increase SOURCE (Content Marketing Institute)
  28. Hack #2 LEVERAGE INFLUENTIALPEOPLE IN THE INDUSTRY TO PROMOTE YOUR PRODUCT OR SERVICE
  29. How DO YOU find influencers? GETLITTLEBIRD.COM BUZZSUMO.COM
  30. We took survey data and influencer recommendations to…
  31. Create an ebook…
  32. Hack #3 WHEN USERS DOWNLOADED eBOOKTHEY SIGNED UP FOR SITE SIMULATANEOUSLY
  33. RESULTS 1.57Blog posts from influencers quoted in the book 2.5.5million unique page views 3.7500+ eBook downloads 4.7500+signups for the site
  34. The cost was minimal…
  35. $324 $175 FREE eBook infographic Influencer promotions
  36. Why thESEhackSwork
  37. LESSONS LEARNED 1.Go Big 2.Start 60 days out 3.Get Influencers and Press Buy-In 4.Hire talented designers on elanceor Odesk($22 an hour) to create stunning designs 5.Use Google trends to find most searched issues in your industry
  38. CAMPAIGN @MARKFIDELMAN
  39. The ALS Ice Bucket Challenge
  40. CREATE Social proofCREDIBILITY &
  41. A Campaign that snowballed into a globalphenomenon
  42. HOW IT STARTED…
  43. People started calling each other out on social media
  44. GO BIG STORY MEDIA OPERATION WHAT ALS THEN DID…
  45. TOOK CONTROL TOLD PEOPLE HOW THEY WOULD USE FUNDS ENLISTED CELEBRITIES
  46. Hack #4 CREATESOCIAL PRESSURE BY CALLING OUT PEOPLE ON SOCIAL MEDIA
  47. SHARE YOUR __________ CRAZY DANCE BEST “FROZEN” SONG
  48. Example: DO YOUR BEST IMPRESSION OF THIS DANCE …
  49. Hack #5 ALSHIJACKED MOMENTUM BY SETTING UP A WEBSITE AND ENCOURAGING PARTICIPATION
  50. Hack #6 APPEAL CAMPAIGN TO CELEBRITIES WITH STAKE IN OUTCOME
  51. FOUND CELEBRITIES WITH ALS IN FAMILY HAD THEM APPEAL TO OTHER CELEBRITIES CREATED A VIRAL LOOP
  52. Once celebrities and influencers started calling each other, the campaign went viral
  53. RESULTS •Since July 29, 2014, The ALS Association has received$125 millionin donations! •2,350,000videos created on YouTube •Over 50political figures •200notable actors •200+athletes •Over 220musicians •Raised over 40Xamount for ALS compared to same period last year.
  54. Why thESEhackSwork
  55. LESSONS LEARNED 1.Pay attention to what’s trending 2.You don’t need a big budget to make a big splash 3.Create media that entices others to take on a challenge 4.Find celebrities with same challenges
  56. Small budget Ideas WANT TO REPLICATE THE ALS CHALLENGE? GOOD LUCK 
  57. Like ALS did, you can hijackother campaigns or stories…
  58. EXAMPLE: APPLE’S BENDGATE
  59. CAMPAIGN @MARKFIDELMAN
  60. SKULPT.ME BUILD A COMMUNITY BEFORE YOU LAUNCH A PRODUCT
  61. Offer freecontent or Product samples
  62. Houdini drummed up publicity by organizing freedemonstrations
  63. And if done strategically you can benefit too…
  64. GO BIG STORY MEDIA OPERATION THE REVEAL: WHAT WE are doing…
  65. BMI IS DEAD! HIRED 100 INFLUENCERS TO REVIEW PRODUCT CREATED BMI IS DEAD STORY PARTNER WITH MAJOR SPORTS YOUTUBER
  66. Hack #7 HIREVIRAL YOUTUBE INFLUENCER TO CREATE VIDEO ABOUT YOUR PRODUCT/SERVICE
  67. •Show viral youtubershere These twoHave millions of subscribers
  68. VIDEO SELLS 90% 64% Website visitors more likely to buy product after watching video Prospects say watching a video helpful in decision process
  69. There are people on youtubethat can guarantee a million views…
  70. Hack #8 GIVE50-60 MID-TIER INFLUENCERS PRODUCT TO REVIEW –THEN PROMOTE MAJOR INFLUENCER CONTENT
  71. VIRAL CONTENTMAGNIFIED BY 100 PEOPLEPROMOTED BY PRESS
  72. RESULTS Estimated •87,983,00 impressions •From 0% to 10% Target Market Customer Awareness
  73. Why thESEhackSwork
  74. LESSONS LEARNED 1.Find viral content creators on YouTube, Vine, Instagram 2.Get 50-60Mid-Tier influencers to review your product (Free Sample) 3.Get Media to cover your campaign (since it’s viral)
  75. #9 #10 HACKS
  76. Hack #9 BECOME THE PRESS CREATE CONTENT THAT YOUR CUSTOMERS WANT
  77. The N.OseyCOLUMN
  78. Houdini penned his own column – n.osey…
  79. BECOME A GUEST CONTRIBUTOR FOR A HIGH PROFILE WEBSITEHAVE INFLUENCERS PROMOTE YOUUSE COLUMN TO MEET NEW PEOPLE
  80. Several news sites allow permanent contributos
  81. Becoming the press has several advantages
  82. Hack #10 USE FREE TWITTER CARDS TO GENERATE QUALIFIED LEADS
  83. Twitter card https://ads.twitter.com
  84. As soon as a user clickson a twitter card, you get their email address!
  85. Shhh… And you can use them for free
  86. CONCLUSION REMEMBER HOUDINI: •Almost all PR & marketing is engineered •Use word-of-mouth to build up your business (through reciprocal relationshsips) •Know your "audience" •What are they most interested in seeing? •What can you show them that will leave them wanting more? •And, what can you do to constantly improve, to get better?It's not magic.It's just good business.
  87. Click to Find influencers Need a Houdini?
  88. YOU THANK @MARKFIDELMAN

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