Social Media Marketing Part2 Michal Geva

Social Media Marketing

Part II January 2009

Michal [email protected]+972.523.530507

mailto:[email protected]

http://flickr.com/photos/matthamm/2945559128/

Agenda

Buzz engineering - Power Law- Law of few- Successful Viral Effect - Approaching Bloggers

Creating emotional messaging- Find the pain - Find your magic- Build a mantra- The medium is the message- Why word of mouth doesn't happen

Measurement tools for social mediaCreate your social media plan

http://images.google.co.il/imgres?imgurl=http://www.mtools.co.il/image/users/51651/ftp/my_files/measure/%D7%A7%D7%9C%D7%99%D7%91%D7%A8%20%D7%A0%D7%99%D7%A8%D7%95%D7%A1%D7%98%D7%94.jpg&imgrefurl=http://www.mtools.co.il/51651/%D7%9E%D7%9B%D7%A9%D7%99%D7%A8%D7%99_%D7%9E%D7%93%D7%99%D7%93%D7%94&usg=__bdnwrt3cx25zjRleuzt_8MnLdHU=&h=552&w=1698&sz=60&hl=iw&start=2&um=1&tbnid=mEHr3KMSjgBfjM:&tbnh=49&tbnw=150&prev=/images?q=%D7%9B%D7%9C%D7%99+%D7%9E%D7%93%D7%99%D7%93%D7%94&um=1&hl=iw&rlz=1T4ADBR_enIL208IL209

http://www.flickr.com/photos/64292260@N00/287547494/

Buzz engineering

• Power law distribution• Successful Viral Effect • The Tipping Point

Power law of distribution

Social Networks Computer Networks Biological Networks

Cell Networks Barabási- Linked

http://www.nd.edu/~networks/SugRea.htm

http://images.google.co.il/imgres?imgurl=http://wiki.imga.org.il/images/thumb/7/76/Alef.jpg/300px-Alef.jpg&imgrefurl=http://wiki.imga.org.il/index.php?title=%D7%A7%D7%A9%D7%A8_%D7%9C%D7%95%D7%A4%D7%AA&usg=__fB3L7xCKAYUhLNFetI88stG5NUc=&h=491&w=300&sz=15&hl=iw&start=2&um=1&tbnid=auOARJFn66ORYM:&tbnh=130&tbnw=79&prev=/images?q=%D7%A7%D7%A9%D7%A8&um=1&hl=iw&rlz=1T4ADBR_enIL208IL209&sa=N

http://images.google.co.il/imgres?imgurl=http://wiki.imga.org.il/images/thumb/7/76/Alef.jpg/300px-Alef.jpg&imgrefurl=http://wiki.imga.org.il/index.php?title=%D7%A7%D7%A9%D7%A8_%D7%9C%D7%95%D7%A4%D7%AA&usg=__fB3L7xCKAYUhLNFetI88stG5NUc=&h=491&w=300&sz=15&hl=iw&start=2&um=1&tbnid=auOARJFn66ORYM:&tbnh=130&tbnw=79&prev=/images?q=%D7%A7%D7%A9%D7%A8&um=1&hl=iw&rlz=1T4ADBR_enIL208IL209&sa=N

http://images.google.co.il/imgres?imgurl=http://www.telin.nl/uploadedImages/Telematica_Instituut/Expertise/InteractingPeople/InteractingPeopleArticles/interacting%20people.jpg&imgrefurl=http://www.telin.nl/index.cfm?ID=1277&context=1296&language=en&nav=-&usg=___oU4LxjHCPBcfITPBiEPJZwZblQ=&h=720&w=960&sz=51&hl=iw&start=18&um=1&tbnid=grqc-Kg0pwIQdM:&tbnh=111&tbnw=148&prev=/images?q=people&um=1&hl=iw&rlz=1T4ADBR_enIL208IL209

http://images.google.co.il/imgres?imgurl=http://www.telin.nl/uploadedImages/Telematica_Instituut/Expertise/InteractingPeople/InteractingPeopleArticles/interacting%20people.jpg&imgrefurl=http://www.telin.nl/index.cfm?ID=1277&context=1296&language=en&nav=-&usg=___oU4LxjHCPBcfITPBiEPJZwZblQ=&h=720&w=960&sz=51&hl=iw&start=18&um=1&tbnid=grqc-Kg0pwIQdM:&tbnh=111&tbnw=148&prev=/images?q=people&um=1&hl=iw&rlz=1T4ADBR_enIL208IL209

Successful Viral Effect

Early Majority

Connector

Maven

Late Majority

Number of

Adopters

Time

http://www.nolanonline.com/uploaded_images/Picture1-799268.jpg

http://images.google.co.il/imgres?imgurl=http://www.xelcius.net/images/blogspot_logo.jpg&imgrefurl=http://profiles.friendster.com/dexglenniza&usg=___VuAkn1tqPzNnRaO7ntLeuGNIhQ=&h=122&w=366&sz=11&hl=iw&start=3&um=1&tbnid=LSWb_8_-j4_3qM:&tbnh=41&tbnw=122&prev=/images?q=blogspot+logo&um=1&hl=iw&rlz=1T4ADBR_enIL208IL209

The Tipping Point

• Law of the few: mavens, connectors, salesmen • Stickiness factor • The power of context

Malcolm Gladwell

http://maaw.info/ArticleSummaries/ArtSumTheTippingPoint.htm

http://www.nd.edu/~networks/linked.htm








http://farm1.static.flickr.com/179/372442244_61f4edb84d.jpg?v=0

How to find influencersWho: • Early adopters• Industry influencers• Active users

How:• Respect • Attention• Listen• Share

Case study- Sony BRAVA

• Colour.like.no.other• 250,000 coloured balls • Citizens taking pictures• To reach mainstream • Via digital influencers

Movie Case study by Ryan MacMillan

http://www.youtube.com/watch?v=oP5J4W5GQ3w

http://www.rmmlondon.com/

Solution: BRAVIA-advert.com

• Blog “The making of”– Photos from the set– Interviews – Behind the scenes

Movie

http://www.youtube.com/watch?v=o1bEOtpqYpA&feature=related

Sony BRAVIA - Results

• Brand assets seen ~7M in 5 months• Blog campaign cost ~ €70K • € 0.01 per individual • 35,000 times downloading • lots of relevant content in BRAVIA-advert.com• 19,000 inbound links • #1 in Google for ‘advert’

Digital Influencers Early Mass Mainstream Audiences

Approaching bloggers

• Stick to the blogger’s requests• Relationships• Some blog for Ego• Flatter, Spoil • Short• Pay per post

Thanks to Lintbucket

http://www.lintbucket.com/

http://images.google.co.il/imgres?imgurl=http://www.xelcius.net/images/blogspot_logo.jpg&imgrefurl=http://profiles.friendster.com/dexglenniza&usg=___VuAkn1tqPzNnRaO7ntLeuGNIhQ=&h=122&w=366&sz=11&hl=iw&start=3&um=1&tbnid=LSWb_8_-j4_3qM:&tbnh=41&tbnw=122&prev=/images?q=blogspot+logo&um=1&hl=iw&rlz=1T4ADBR_enIL208IL209

http://images.google.co.il/imgres?imgurl=http://mths.faye.k12.wv.us/Announce/wordpress-logo.png&imgrefurl=http://mths.faye.k12.wv.us/Announce/Announce.htm&usg=__3U4ZHeq3fl4EjfAn_1JUdLP5Ers=&h=181&w=800&sz=37&hl=iw&start=7&um=1&tbnid=MlG8e9Ab5ce69M:&tbnh=32&tbnw=143&prev=/images?q=wordpress+logo&um=1&hl=iw&rlz=1T4ADBR_enIL208IL209&sa=N

http://images.google.co.il/imgres?imgurl=http://www.madeintoywan.com/_webresource/wp-content/uploads/2007/11/typepad_logo.gif&imgrefurl=http://www.madeintoywan.com/_webresource/?cat=3&usg=__zBDOSgve_SALq0iw28ppxwxo6jY=&h=90&w=347&sz=5&hl=iw&start=3&um=1&tbnid=JXVjIsuGB1GLgM:&tbnh=31&tbnw=120&prev=/images?q=typepad+logo&um=1&hl=iw&rlz=1T4ADBR_enIL208IL209

Emotional messaging

• Find the pain• Find the magic - Unique Sales Proposition• Have a mantra• Fit the communications to the medium


Which pain the product solves?

Boredom

Meaningless

Emptiness

Loneliness

Self esteem

Self Actualization

Belonging

Pass time

http://images.google.co.il/imgres?imgurl=http://www.livecity.co.il/image/users/17447/ftp/my_files/%D7%9B%D7%90%D7%91.jpg&imgrefurl=http://rhea.co.il/17447/%D7%A9%D7%9E%D7%A0%D7%99%D7%9D-%D7%9C%D7%A4%D7%99-%D7%A9%D7%99%D7%9E%D7%95%D7%A9%D7%99%D7%9D-%D7%A9%D7%95%D7%A0%D7%99%D7%9D&usg=__41c-PSAIrtFOsAAhH6tr83qP9eU=&h=554&w=500&sz=36&hl=iw&start=13&um=1&tbnid=BdCZ-GXC5Tcd3M:&tbnh=133&tbnw=120&prev=/images?q=%D7%9B%D7%90%D7%91&um=1&hl=iw&rlz=1T4ADBR_enIL208IL209


What’s our Magic?Unique Sales Proposition

What do you better than your competitors in

solving that pain ?

http://images.google.co.il/imgres?imgurl=http://www.cs4fn.org/mathemagic/images/magic3.jpg&imgrefurl=http://www.cs4fn.org/mathemagic/mathemagic.html&usg=__adiIk9YmxG9AySstUR5V0M5Hlmk=&h=312&w=307&sz=41&hl=iw&start=7&um=1&tbnid=Uq6nusYuCXY7TM:&tbnh=117&tbnw=115&prev=/images?q=Magic&um=1&hl=iw&rlz=1T4ADBR_enIL208IL209&sa=N


What’s your mantra?

• Find a phrase which describes what you do• Keep it very short and simple• Anyone can understand

Thanks Guy Kawasaki

http://blog.guykawasaki.com/2006/01/mantras_versus_.html

http://images.google.co.il/imgres?imgurl=http://www.spiritofra.com/om2.gif&imgrefurl=http://www.spiritofra.com/Events.htm&usg=__A68X_cND59jHDj1retvFmJC0eQY=&h=423&w=524&sz=6&hl=iw&start=8&um=1&tbnid=9pSME21t5KTyTM:&tbnh=107&tbnw=132&prev=/images?q=om&um=1&hl=iw&rlz=1T4ADBR_enIL208IL209


“The medium is the message”*

• Social network - Social app, group, page• UG Video - Movie, channels, key words• Forums -Help, answer, ask• Blogs – posts, widgets, relationships• Mobile – Games• More..

* Marshall McLuhan

http://flickr.com/photos/lemonysarah/2528526737/

Nintendo“You don't just play Wii, you experience it”

• Youtube page expresses the message• Shaking landing page

http://www.youtube.com/experiencewii

http://www.wariolandshakeit.com/launch/index.html

http://images.google.co.il/imgres?imgurl=http://img.hexus.net/v2/gaming/screenshots/wii_logo.jpg&imgrefurl=http://gaming.hexus.net/content/item.php?item=5466&usg=__0LY4YjVRyB2jLZiRoRU9fJcQjic=&h=327&w=550&sz=53&hl=iw&start=2&um=1&tbnid=rWtpsr-8nfrnnM:&tbnh=79&tbnw=133&prev=/images?q=nintendo+wii+logo&um=1&hl=iw&rlz=1T4ADBR_enIL208IL209


Watch

“The most impressive Mac OS “

http://www.youtube.com/watch?v=L7DPWdgoyLI

Motrin viral campaign

Original Ad Counter Ad1 . 2 .

http://www.youtube.com/watch?v=oM268OyqChg

http://www.youtube.com/watch?v=TpqpAGLS2t4&feature=related

From Johnson & Johnson blog

• “….we have learned through .. the importance of paying close attention to the conversations that are taking place online….”

Negative buzz NOT being used

Procter & Gamble's site for girls

• $1 in BeingGirl.com = $4 in TV

http://www.beinggirl.com/

http://www.shaveeverywhere.com/

link

Use current trends to generate buzz

• Lenovo Olympic Bloggers• Lenovo provided these athletes with Ideapad

laptops and video cameras and let them go at it. Check out this site where Lenovo is aggregating the blogs, tweets, pictures, and video of Olympic athletes from around the world.

Link

http://blog.guykawasaki.com/2008/08/lenovo-olympic.html

http://summergames.lenovo.com/?language=en&cid=US1A17103&



Word of mouth doesn't work?

Embarrassing to talk aboutNo easy way to bring it upNot cutting edge enoughToo popular to sneeze about You might like the exclusivityKeep worlds apart Feel manipulated Worry about your tasteNo deadline, No limits

Thanks to Seth Godin

http://sethgodin.typepad.com/seths_blog/2008/05/why-word-of-mou.html

http://www.edu-negev.gov.il/tapuz/Tali2tp/%D7%94%D7%97%D7%95%D7%A9%D7%99%D7%9D/%D7%9E%D7%92%D7%A4%D7%95%D7%9F5.jpg

http://images.google.co.il/imgres?imgurl=http://www.premierbody.com/ringtone.gif&imgrefurl=http://www.premierbody.com/Jingle.html&usg=__PjRDdfFhEcF8sjYRbcZaGmTpS9U=&h=375&w=375&sz=18&hl=iw&start=1&um=1&tbnid=ihfLvEw3NE440M:&tbnh=122&tbnw=122&prev=/images?q=ring+tone&um=1&hl=iw&rlz=1T4ADBR_enIL208IL209&sa=N

http://images.google.co.il/imgres?imgurl=http://sa06000678.eseller.dk/images/editor/converse%20logo.jpg&imgrefurl=http://www.sportsmate.com/products/productlist.aspx?MenuItemID=262&ucp=1&h=179&w=186&sz=30&tbnid=Y0t51K3Ok5klyM:&tbnh=98&tbnw=102&prev=/images?q=converse+logo&um=1&start=3&sa=X&oi=images&ct=image&cd=3

http://images.google.co.il/imgres?imgurl=http://www.amalnet.k12.il/micro/pills.jpg&imgrefurl=http://www.amalnet.k12.il/micro/dang.htm&usg=__bhCnrrC-0WybxfIFN80H8gW10Hg=&h=100&w=100&sz=3&hl=iw&start=21&um=1&tbnid=EvYRxJKs-mZq-M:&tbnh=82&tbnw=82&prev=/images?q=%D7%90%D7%A0%D7%98%D7%99%D7%91%D7%99%D7%95%D7%98%D7%99%D7%A7%D7%94&um=1&hl=iw&rlz=1T4ADBR_enIL208IL209

http://images.google.co.il/imgres?imgurl=http://g-ec2.images-amazon.com/images/G/03/electronics/detailpage/900/nokia/B000QIW5EA_1.jpg&imgrefurl=http://forum.bgu.co.il/index.php?act=Print&client=printer&f=26&t=157283&usg=__XtMJivyy5wqe3v-r14-cvWpCchY=&h=359&w=300&sz=40&hl=iw&start=6&um=1&tbnid=nHY0XetnLyBtbM:&tbnh=121&tbnw=101&prev=/images?q=%D7%A0%D7%95%D7%A7%D7%99%D7%94&um=1&hl=iw&rlz=1T4ADBR_enIL208IL209

http://images.google.co.il/imgres?imgurl=http://www.montana.edu/freshmen/facebook_pic.jpg&imgrefurl=http://www.montana.edu/freshmen/&usg=__dQaPNQWrMZPy-HwLXU2FvKpcCPU=&h=790&w=2100&sz=135&hl=iw&start=2&um=1&tbnid=WnsmOCuSOUlvmM:&tbnh=56&tbnw=150&prev=/images?q=facebook&um=1&hl=iw&rlz=1T4ADBR_enIL208IL209&sa=N

http://images.google.co.il/imgres?imgurl=http://i.ehow.com/images/GlobalPhoto/Articles/2198291/bottle-main_Full.jpg&imgrefurl=http://www.ehow.com/how_2198291_open-wine-bottle-cork-screw.html&usg=__t--UQxVfCqzK3k4OAbn94uC9lks=&h=470&w=300&sz=9&hl=iw&start=17&um=1&tbnid=9-UrqifBCCTyqM:&tbnh=129&tbnw=82&prev=/images?q=wine+bottle&um=1&hl=iw&rlz=1T4ADBR_enIL208IL209

http://images.google.co.il/imgres?imgurl=http://www.israelcentersf.org/israelintheballpark/images/logos/logo-jdate.gif&imgrefurl=http://www.israelcentersf.org/israelintheballpark/&usg=__gR7Gfn7VnIH1IwCIw6PJE9PXe-A=&h=436&w=800&sz=91&hl=iw&start=1&um=1&tbnid=GqKIYMUtyX-fkM:&tbnh=78&tbnw=143&prev=/images?q=Jdate&um=1&hl=iw&rlz=1T4ADBR_enIL208IL209&sa=X

Make word of mouth happen

Change the experience of talking about you

that people will

choose to do it

http://images.google.co.il/imgres?imgurl=http://www.premierbody.com/ringtone.gif&imgrefurl=http://www.premierbody.com/Jingle.html&usg=__PjRDdfFhEcF8sjYRbcZaGmTpS9U=&h=375&w=375&sz=18&hl=iw&start=1&um=1&tbnid=ihfLvEw3NE440M:&tbnh=122&tbnw=122&prev=/images?q=ring+tone&um=1&hl=iw&rlz=1T4ADBR_enIL208IL209&sa=N

http://images.google.co.il/imgres?imgurl=http://sa06000678.eseller.dk/images/editor/converse%20logo.jpg&imgrefurl=http://www.sportsmate.com/products/productlist.aspx?MenuItemID=262&ucp=1&h=179&w=186&sz=30&tbnid=Y0t51K3Ok5klyM:&tbnh=98&tbnw=102&prev=/images?q=converse+logo&um=1&start=3&sa=X&oi=images&ct=image&cd=3

http://images.google.co.il/imgres?imgurl=http://www.amalnet.k12.il/micro/pills.jpg&imgrefurl=http://www.amalnet.k12.il/micro/dang.htm&usg=__bhCnrrC-0WybxfIFN80H8gW10Hg=&h=100&w=100&sz=3&hl=iw&start=21&um=1&tbnid=EvYRxJKs-mZq-M:&tbnh=82&tbnw=82&prev=/images?q=%D7%90%D7%A0%D7%98%D7%99%D7%91%D7%99%D7%95%D7%98%D7%99%D7%A7%D7%94&um=1&hl=iw&rlz=1T4ADBR_enIL208IL209

http://images.google.co.il/imgres?imgurl=http://g-ec2.images-amazon.com/images/G/03/electronics/detailpage/900/nokia/B000QIW5EA_1.jpg&imgrefurl=http://forum.bgu.co.il/index.php?act=Print&client=printer&f=26&t=157283&usg=__XtMJivyy5wqe3v-r14-cvWpCchY=&h=359&w=300&sz=40&hl=iw&start=6&um=1&tbnid=nHY0XetnLyBtbM:&tbnh=121&tbnw=101&prev=/images?q=%D7%A0%D7%95%D7%A7%D7%99%D7%94&um=1&hl=iw&rlz=1T4ADBR_enIL208IL209

http://images.google.co.il/imgres?imgurl=http://www.montana.edu/freshmen/facebook_pic.jpg&imgrefurl=http://www.montana.edu/freshmen/&usg=__dQaPNQWrMZPy-HwLXU2FvKpcCPU=&h=790&w=2100&sz=135&hl=iw&start=2&um=1&tbnid=WnsmOCuSOUlvmM:&tbnh=56&tbnw=150&prev=/images?q=facebook&um=1&hl=iw&rlz=1T4ADBR_enIL208IL209&sa=N

http://images.google.co.il/imgres?imgurl=http://i.ehow.com/images/GlobalPhoto/Articles/2198291/bottle-main_Full.jpg&imgrefurl=http://www.ehow.com/how_2198291_open-wine-bottle-cork-screw.html&usg=__t--UQxVfCqzK3k4OAbn94uC9lks=&h=470&w=300&sz=9&hl=iw&start=17&um=1&tbnid=9-UrqifBCCTyqM:&tbnh=129&tbnw=82&prev=/images?q=wine+bottle&um=1&hl=iw&rlz=1T4ADBR_enIL208IL209

http://images.google.co.il/imgres?imgurl=http://www.israelcentersf.org/israelintheballpark/images/logos/logo-jdate.gif&imgrefurl=http://www.israelcentersf.org/israelintheballpark/&usg=__gR7Gfn7VnIH1IwCIw6PJE9PXe-A=&h=436&w=800&sz=91&hl=iw&start=1&um=1&tbnid=GqKIYMUtyX-fkM:&tbnh=78&tbnw=143&prev=/images?q=Jdate&um=1&hl=iw&rlz=1T4ADBR_enIL208IL209&sa=X

Social Medial Measurment Tools Blogs:• Technorati – Top 100 blogs, search• del.icio.us- http://del.icio.us/tag/topic+blog• Techrigy - http://www.techrigy.com • Nielsen BlogPulse- http://www.blogpulse.com• http://www.blogpulse.com - ignore blogs with little traffic• Forbes’ Best of the Web• Blogroll - each blog usually link to a list of other blogs

Forums: • Omgili - http://www.omgili.com• Boardtracker - http://www.boardtracker.com

Social Networks:• www.findasocialnetwork.com

More :• Radian6• Digg• Alexa• Compete• Comscore• Quantcast• eMarketer • Google trends• Google Alerts• Find people – Spoke, Linkedin, Facebook. Flickr Twitter - http://twittermeter.com

Uploading video to numerous sites– Tubemogul

Radian6

http://technorati.com/pop/blogs?page=2

http://del.icio.us/tag/topic+blog

http://www.techrigy.com/

http://www.blogpulse.com/

http://www.blogpulse.com/

http://www.forbes.com/bow/b2c/main.jhtml

http://www.omgili.com/

http://www.boardtracker.com/

http://www.findasocialnetwork.com/

Brain Storming• What is your magic?• What is your message?• What is your mantra?• Choose a medium (one or more)• Plan the Communication element ( app, widget,

blog, movie..)• Why will it be sticky?• Why will it be viral?• How will you kick of the distribution?• How will you measure success?

Thank You !

Michal GevaSocial Media [email protected]+972.523.530507

Social Media Marketing Part2 Michal Geva

Business

social network social

social media plan

tipping point law

negative buzz

video of olympic athletes

johnson johnson blog

video cameras

thissitewhere lenovo