Hack it! Marketing To The Social Graph<br />@naveed_l  /  naveedl.tumblr.com  /  piryx.com<br />
How Old Spice Mesmerized, Caressed, Made Love To… and Hacked The Social Graph<br />
In Two Days<br />15 Million + <br />YouTube Views<br />1/2 Million +<br />Facebook Fans<br />68,000 +<br />Twitter Followe...
50 Million Impressions<br />$1.4 Million<br />Broadcast TV<br />$50K<br />Promoted Tweets<br />
“ It just gives you a glimpse of <br />where the world is going…”<br />Patrick Picheette, Google CFO<br />
Input<br />TV Commercial<br />Old Spice Website<br />YouTube Channel<br />Promoted Tweet<br />
Output<br />Blog Postings<br />Twitter Replies<br />Video Comments<br />Facebook Likes<br />
It’s All In The Flow<br />Interweb<br />Input<br />Output<br />
Input<br />Video Responses<br />Twitter Replies<br />Facebook Updates<br />Digg Submission<br />
Good Ole’ Days<br />
Look Ma, We’re Integrated!<br />“Thanks John! Buy Old Spice!”<br />“Hey, Cool Video!”<br />John<br />Old Spice<br />
Hacking The Graph<br />
Sucker 1: Perez Hilton<br />
Sucker 1: Perez Hilton<br />
Sucker 2: Kevin Rose<br />
Sucker 2: Kevin Rose<br />
Sucker 3: Ashton Kutcher<br />
Sucker 3: Ashton Kutcher<br />
Sucker 4: 4chan<br />
Sucker 4: 4chan<br />
Sucker 5: Joe Blow<br />
Sucker 5: Joe Blow<br />
Hacking The Graph<br />
Don’t Steal… Build<br />Dude, Who Jacked<br />My Idea?<br />
The Spectrum<br />
“These tools don't get socially interesting until they get technologically boring. It isn't when the shiny new tools show ...
In The Year 2012…<br />Everything Is Social<br />Personalized Experiences, Gaming, Rewards, Advertising<br />Everything Is...
Your Turn!<br />Get In A Group<br />Groups Of 5, 45 Minutes Of Collaboration<br />Select A Brand<br />Choose A Brand You W...
Questions?<br />
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How Old Spice Mesmerized, Caressed, Made Love To… And Hacked The Social Graph

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Portfolio Center Students (and others!),

Here is my presentation on Old Spice and what tactics they used to blow up on the interwebs in just two days.

If you have questions or comments, add them at and I'll reply.

Thanks for attending!

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How Old Spice Mesmerized, Caressed, Made Love To… And Hacked The Social Graph

  1. 1. Hack it! Marketing To The Social Graph<br />@naveed_l / naveedl.tumblr.com / piryx.com<br />
  2. 2.
  3. 3.
  4. 4. How Old Spice Mesmerized, Caressed, Made Love To… and Hacked The Social Graph<br />
  5. 5. In Two Days<br />15 Million + <br />YouTube Views<br />1/2 Million +<br />Facebook Fans<br />68,000 +<br />Twitter Followers<br />
  6. 6. 50 Million Impressions<br />$1.4 Million<br />Broadcast TV<br />$50K<br />Promoted Tweets<br />
  7. 7. “ It just gives you a glimpse of <br />where the world is going…”<br />Patrick Picheette, Google CFO<br />
  8. 8. Input<br />TV Commercial<br />Old Spice Website<br />YouTube Channel<br />Promoted Tweet<br />
  9. 9. Output<br />Blog Postings<br />Twitter Replies<br />Video Comments<br />Facebook Likes<br />
  10. 10. It’s All In The Flow<br />Interweb<br />Input<br />Output<br />
  11. 11. Input<br />Video Responses<br />Twitter Replies<br />Facebook Updates<br />Digg Submission<br />
  12. 12. Good Ole’ Days<br />
  13. 13. Look Ma, We’re Integrated!<br />“Thanks John! Buy Old Spice!”<br />“Hey, Cool Video!”<br />John<br />Old Spice<br />
  14. 14. Hacking The Graph<br />
  15. 15. Sucker 1: Perez Hilton<br />
  16. 16. Sucker 1: Perez Hilton<br />
  17. 17. Sucker 2: Kevin Rose<br />
  18. 18. Sucker 2: Kevin Rose<br />
  19. 19. Sucker 3: Ashton Kutcher<br />
  20. 20. Sucker 3: Ashton Kutcher<br />
  21. 21. Sucker 4: 4chan<br />
  22. 22. Sucker 4: 4chan<br />
  23. 23. Sucker 5: Joe Blow<br />
  24. 24. Sucker 5: Joe Blow<br />
  25. 25. Hacking The Graph<br />
  26. 26. Don’t Steal… Build<br />Dude, Who Jacked<br />My Idea?<br />
  27. 27. The Spectrum<br />
  28. 28. “These tools don't get socially interesting until they get technologically boring. It isn't when the shiny new tools show up that they are used to start permeating society, it's when everyone is able to take them for granted...”<br />Clay Shirky, Smart Dude From A TED Video<br />
  29. 29. In The Year 2012…<br />Everything Is Social<br />Personalized Experiences, Gaming, Rewards, Advertising<br />Everything Is Mobile<br />Accessible, Global, Cheap, Native Apps, HTML5<br />Everything Is Connected<br />APIS, OpenID, Shared Connections, Data Portability, Google TV<br />Everything Is Tracked<br />Analytics, Behavioral, Contextual<br />
  30. 30. Your Turn!<br />Get In A Group<br />Groups Of 5, 45 Minutes Of Collaboration<br />Select A Brand<br />Choose A Brand You Want To Apply Input And Output Flow To<br />Select A Product<br />Choose A Product For The Brand, Launch It, Refresh It, Whatever<br />And Hack It!<br />In 10 Minutes, Walk Us Through Your Hack And Discuss<br />
  31. 31. Questions?<br />

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