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How to make users talk about your brand, by talking about themselves!
Panos Sambrakos discusses how brands can engage users on social media by encouraging them to talk about themselves. He highlights the importance of designing interactive experiences and leveraging technology to create viral content, as demonstrated in the '3bit' case study. By making users part of the brand story and enhancing their social connections, brands can increase visibility and interaction in the crowded social media landscape.
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How to make users talk about your brand, by talking about themselves!
- 1. How to makeusers talk about your brand, by talking about themselves! Panos Sambrakos Executive Creative Director, OgilvyOne Athens
- 2. What are SocialMedia after all?
- 3. Social Media area square! A place where people come to talk with their friends, while brand pages are like infokiosks, trying to gain the attention of people in the square, with various methods.
- 4.
- 5. After participating ina contest, people will soon go back to their conversation with their friends, which is the real reason they came to the square for.
- 6.
- 7. Content is relevantto a fraction of the people, with specific needs and interests. So although it can sustain a relationship with a brand page, it can’t easily create buzz.
- 8. Stand for aCause
- 9. People with certainbeliefs will “sign” for a cause, thus you cannot create buzz in the square, with this method either.
- 10.
- 11. We should bedesigning amazing experiences that excite people with their fun and technical wizardry, and have them running in the square, telling their friends to go play too!
- 12. How to makea viral Facebook application In 3 succesive steps!
- 13. 1. Use atechnological gimmick Leverage Technology Like “magic mirrors” in a fun house, you have to dazzle audiences with a trick. Be it something as innovative as Augmented Reality or as simple enough as writing your name on a chocolate wrapper!
- 16. 2. Make userspart of the brand story Leverage Make users Technology part of the story Instead of urging people to simply share your content, you should prepare a branded “template” for them to tell their story. Only then, they keep doing what they came to do in the “square”: To talk about themselves to their friends.
- 19. 3. Enhance withtheir Social connections Leverage Make users Use Social Technology part of the story connections Use Facebook’s building blocks to your advantage, by letting people bring their friends into your experiences. That way, you will gain a greater audience for your messages.
- 22. 3Bit – Casestudy Facebook viral application
- 23. 3Bit - Χτσπάειπάντα 3 φορές!
- 24. Making it viral... Leverage • Photo insertion in video. Text to speech. Technology Make users • Users stared in the lead role. Wrote the script. part of the story Use Social • Made their friends the co-stars. More than once. connections
- 25. 90.000 videos createdby 65.000 fans 3Bit Facebook Likes & videos created 6000 70000 65.000 fans 60000 5000 50000 4000 40000 3000 30000 2000 20000 1000 10000 0 0 Δεκ-11 Ιαν-12 Φεβ-12 Μαρ-12 Απρ-12 Videos Published Lifetime Likes
- 26. Combined viewership &response 850.000 views 225.000 comments and likes.
- 27. We essentially filledthe square with karateka, each giving their friends 3 succesive strikes, all the way to the real kiosk... to buy a 3Bit bar!
- 28. 3Bit sales increase+10% Internal Data: Volumes sales Jan Feb. 2012 vs Jan Feb 2011
- 29. It’s your turnto strike! Leverage Make users Use Social Technology part of the story connections
- 30.
Editor's Notes
- #4 Social Media are a square!