Social Marketing Campaigns: What Can the iGaming Industry Learn?

Social Marketing Campaigns

What Can the iGaming Industry Learn?

Who Am I?

• Got on the Internet in 1986 at my school lab

• Working online with search since 1996

• Paid & Natural Search – all aspects

• Worked in-house within e-Commerce, Publishing & High Tech

• At i-level worked with Orange, COI, NatWest/RBS, National Gallery, CIPD, Fidelity, GalaCoral, NBC Universal, Readers Digest, Bayer & more

• At Beyond have worked with Virgin Trains, Family Search, Amadeus, AMD, AmEx & more

• Chosen as a Modern Muse, contributed to a book on promoting websites (launch on Oct 12), top finalist “Female Social Media Guru” (not yet awarded)

• One of the SEO Chicks

This presentation contains confidential information that is intellectual property of Beyond Ltd. 2010

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Old Spice

This presentation contains confidential information that is intellectual property of Beyond Ltd. 2010

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Old Spice Man - Twitter

This presentation contains confidential information that is intellectual property of Beyond Ltd. 2010

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Old Spice Man - YouTube

This presentation contains confidential information that is intellectual property of Beyond Ltd. 2010

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Old Spice Man - Facebook

This presentation contains confidential information that is intellectual property of Beyond Ltd. 2010

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Old Spice Stats

• More people watched Old Spice Man videos in 24 hours than those who watched Obama’s presidential victory speech

• Total video views reached 40 million in a week.• Campaign impressions: 1.4 billion.• Since the campaign launched, Old Spice Bodywash sales

are up 27%; in the last three months up 55%; and in the last month up 107%

• Total campaign impressions since February 2010 have now reached approximately 1.2 billion and still climbing.

This presentation contains confidential information that is intellectual property of Beyond Ltd. 2010

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Old Spice Stats

• The over 180 personalized digital response videos have received over 34 million aggregate views with a total of 38,535 YouTube comments.

• As of 7/18, with 94 million+ views Old Spice has become the #1 ALL-TIME Most Viewed Sponsored Channel on YouTube and with 122,000+ subscribers is the 3rd All-Time Most Subscribed Sponsored Channel on YouTube.

• Old Spice's Twitter now has over 83,000 followers—an increase of 2700% since launch.

• But was this down to couponing as sales dropped once the coupons ran out...

This presentation contains confidential information that is intellectual property of Beyond Ltd. 2010

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Moonfruit

moonfruit twitter campaign

To celebrate Moonfruit’s 10th Birthday

10 Macbook Pro Giveaway

Follow @moonfruit and tweet a creative message aboutMoonfruit with #moonfruit in the tweet

Tweets entered in a daily draw

10 iPod Touches given for the most creative tweets

trending for 3 days

1st creative image sent in

there was an avalanche of creative entries

trending and traffic

july 2009 brand awareness:

550,000 tweets worldwide over 7 days55 per minute on average2.5% of all tweets at peak(average 1% over 7 days)Trended at number 1 for 60 hoursAdditional brand searches on search engines resulting in visits to

Moonfruit 400,000+ extra visits over 7 days

traffic:

during campaign: peaked at 1300% up, 1000% up US.long term: Stabilised at 125% up overall, 300% up US

stats and seo

product use:people building sites are up 3.5 times

new subscribers:New subs this month are up 20%

SEO: moved from 4th page Google to 1st page on ‘website builder’ and ‘free website builder’ visits from natural search both brand (terms including moonfruit) and non brand up 100%

beyond

moonfruit goes global

customer base after twitter campaign –26% US, 49% UK, 25% ROW

after international response, we put Moonfruit onto contentdelivery network(CDN) to go global and improveperformance.

sites built increased by 80% from since CDN

raised $2.25m for international growth in August 2010

Case-mate

Case Mate – Recession iPhone Case

• Broke daily site traffic record by five-times• Set an all time revenue record in the same day• Facebook & Twitter traffic skyrocketed• In four days sold over 7,000 recession cases• Ranked #1 on Google for “iPhone case” and “iPhone cases” during

height of campaign• Took only one blogger, introduced over

Twitter, posting one blog to get this

picked up virally

Barack Obama

powered by the web, not advertised on it.

BarackObama.com

Main body of text is like a blog

Online Advertising Obama - $$$

Search• The Obama campaign spent $3.5 million on Google search in October 2008• Yahoo collected $673,000 during the same month.

Social Networks• The campaign spent $467,000 on Facebook in 2008, including $370,000 in

September 2008. • $61,000 went to Black Planet. • Only $11,000 went to MySpace spending in 2008.

Media• $138,000 went to BET.com• Time Warner spending totaled $337,000 before October.• Politico, $145,000• WashingtonPost, $100,0000.• NBA.com, $21,000 in September 2008• Weather Channel, $108,000 all year.• Through ad network Centro, the campaign spent $630,000 on local TV and

newspaper Web sites before October. Another $100,000 went through Cox.

Ad networks:• The campaign spent $600,000 in 2008 on Advertising.com, Collective Media,

Undertone Networks, Burst Media, Quigo, DrivePM, Pulse360, Specific Media, and online video networks Broadband Enterprises and Tremor Media.

3.0 million contributors 6.5 million online donations 93% less than $100 $80 Average online donation $500 million raised online

Obama Everywhere

• Obama has gained 5 million supporters in other social networks.

• Obama maintained a profile in more than 15 online communities, including BlackPlanet, a MySpace for African Americans, and Eons, a Facebook for baby boomers.

• On Facebook, where about 3.2 million (during the campaign) signed up as his supporters, a group called Students for Barack Obama was created in July 2007.

• It was so effective at energizing college-age voters that senior aides made it an official part of the campaign the following spring.

• And Facebook users did vote: On Facebook's Election 2008 page, which listed an 800 number to call for voting problems, more than 5.4 million users clicked on an "I Voted" button to let their Facebook friends know that they made it to the polls.

YouTube Weekly Address by President-Elect

Also available on AOL, Yahoo, and MSN.

LinkedIn

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McCain’s missteps: astroturfing

Asking supporters to cut and paste talking points into blog comment threads in exchange for prizes? Its bribing, not authentic and

undermines what social media are all about.

Pepsi Charity Push

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• Maybe when you make

something, load test and check the

code...

Dr Pepper

• Dr Pepper was allowed to post updates to your wall• Cocoa-Cola approved all content• This post went up• Looked up the reference• Found it was porn• Lean Mean Fighting Machine = FAIL

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Habitat UK – Hashtag spam

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Asus – lying, cheating & manipulating?

• Picked 6 bloggers to write about different laptops• Public would pick best review• Well-balanced but not positive review picked by Gavyn Britton of G71V

17-inch laptop • Asus changed rules “Certain aspects of the voting system meant that

we felt it was no longer not a level playing field for all of the bloggers. Some might argue that people were simply using the power of the internet. We felt that the fairest way would be to ask each blogger to vote for their favourite”

• Thus positive review chosen by Emma Hill who got to keep her Asus Eee Top ET1602

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Nestle – don’t tit-for-tat in public...

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Wal-mart – Criminal behaviour in the EU

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Skittles – OMG... Just OMG

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And remember...

37Quote by Lisa Myers

Judith LewisHead of SearchBeyond

[email protected]

Twitter.com/JudithLewis

www.SEO-Chicks.com

MostlyAboutChocolate.com

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