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Slide 1: Social Media Marketing Part I January 2009 Michal Geva michal@michalgeva.com +972.523.530507
Slide 2: First Viral Interactive Movie One of the first viral movies http://www.zefrank.com link
Slide 3: Agenda • • • • • • • Social Networks - FaceBook Blogging, Microblogging - Twitter Video – Youtube Forums Bookmarking – Digg Widgets & Mobile Linking between the technologies
Slide 4: Web Statistics - Most Visited Sites Rank 1 2 3 4 5 6 7 8 9 Site yahoo.com google.com youtube.com live.com facebook.com msn.com myspace.com wikipedia.org blogger.com Monthly Visitors 239,700,000 266,800,000 183,300,000 143,300,000 81,200,000 148,700,000 101,300,000 159,400,000 104,500,000 Monthly Page views 24,909,000,000 13,894,000,000 19,286,000,000 8,314,000,000 11,638,000,000 24,048,000,000 14,315,000,000 2,613,400,000 1,960,400,000 Source: Alexa , December 2008
Slide 5: Twi tter
Slide 6: Where are the users? Social Network Facebook MySpace hi5 Skyrock Orkut Netlog Bebo Tagged StudiVZ Sonico LinkedIn Badoo Wamba Last.fm Tuenti XING Plaxo Characteristics .General .General. Popular in the United States, Canada and Europe General. Popular in Portugal, Cyprus, Romania, Thailand and Latin .America Leading Social Network in French-speaking world Google. Popular in Brazil, Paraguay and India. some popularity in the .USA and Canada Mostly Italy and Belguim General, Popular in the US, UK, Ireland, NZ and the Pacific Islands spread out - US, India, UK, Mexico, Indonesia University students, mostly in the German-speaking countries General. Popular in Latin America and Spanish and Portuguese .speaking regions Business General, Popular in Europe Spain 44% - Site number 13 in Spain (Music (U, China, UK, Germany, India Spain - site number 7 in Spain (Business (primarily Europe (Germany( and China Business M Users 124 250 80 22 67 36 40 30 8 17 30 13 21 6 15 Rank 5 7 17 49 63 67 101 118 144 198 206 210 257 327 372 1074 1749 Source: Wikipedia . December 2008
Slide 7: Should we care about • 4th most visited site on the Web (comScore( • 120 million active users (FB) • 63% from outside of the U.S (Compete, Alexa) • 35 million unique visitors/month (Compete, Alexa) • 18 million Unique Visitors in UK • 65% of visitors are “addicts” returning daily (Quantcast) ?
Slide 8: More about • Fastest-growing demographic: users 25+ years of age • 24K+ 3rd party applications, 52K apps in total • 140 new applications added per day • Visitors are more female (Quantcast) • Income more than Internet avg (Quantcast) • More than 6 million active user groups on the site (FB) • No. 1 photo sharing application on the Web (comScore)
Slide 9: Brands’ Pages in Facebook
Slide 10: Branded Pages
Slide 11: Personalized Pages
Slide 12: External Landing Page
Slide 13: FaceBook Personalized Pages
Slide 14: External Landing Page
Slide 15: How To Use FB Groups & Events Gr ou ps Ev en ts
Slide 16: Travelchannel.com FB App - Kidnap! 3,110,299 Monthly active users In the 6 weeks after launch: • 1,711,300 Kidnap Requests Sent • 225,521 Monthly Active Users • 23,034 Daily Active Users
Slide 17: Viral, Rewording, Story •TravelChannel helps players • 54% of invites to play accepted • 5th most popular "Travel" App •Unbranded App
Slide 18: Travelchannel.com • 28% Site visits increased • 38% Page views up • 66% of players age 18-35
Slide 19: Nature.org FB App - Green Patch FB App - Green Patch 6,184,006 monthly active users • Nature.org • Average of $125/charity • 26.2M total installs, 262K daily active users • 6,184,006 monthly active users
Slide 20: Green Patch App 6,184,006 monthly active users Sticky Viral
Slide 22: Sony Pictures "30 Days of Night" movie Used Vampires App 1,060,533 monthly active user •Had already 3 Million Registered users • Scary movie and related to Vampires • Prize : 4 wheel ATVs and $1500 • Period: 3 weeks
Slide 23: What worked for Sony? Results: • 60,000 users registered - success was deemed at 10k • 11,642,051 visits for bite page • 17,652,567 visits for the stats page What worked? • Fishing where the fish are • Work with professionals • Compliment the existing user experience
Slide 24: Facebook Summary • • • • Pages – (Puma) Groups, Events – (Nike) Causes – (Nature.org) Successful application – (Travelchannel.com) – Notifications – Show off – Competitive – Unbranded
Slide 25: Blogging • • • • • Which companies have a blog ? A good blog is like a snow ball A good blog must have unique content Increases engage with the readers Expend using: RSS, comments, blogroll, trackbacks, voting buttons etc.
Slide 26: Who reads blogs? Source: Forrester
Slide 27: Most Popular Corporate Blogs )Technorati ranked( - May 2008 Successful companies communicate with their users in an unofficial way
Slide 28: “Nothing is personal” CEO’s Blogs: 1. Jonathan Schwartz - (President & CEO, Sun Microsystems( 2. Scott Ragsdale - (Founder and CEO, Naseba( 3. Mark Cuban - (Owner, Dallas Mavericks( 4. Guy Kawasaki - (CEO, Fog city software (1993 – 1995(( 5. Craig Newmark - (CEO, Craig’s List( 6. Kevin Lynch - (Chief Software Architect, Adobe( 7. Reed Hastings - (CEO, Netflix( 8. Marc Andreessen - (Co-founder, Netscape Communications( 9. Alan Meckler - (CEO, Jupiter Media( 10. Matt Blumberg - (CEO, Return Path(
Slide 29: Paulo Coelho’s Blog The Experimental Witch Project Filmmakers: • Mission: Film from through the eyes of a narrator • Prize: €3,000 + Your film edited by professionals Musicians: • Mission: Send ideas for soundtrack to Myspace • Prize: €1,500 and must sign away the rights for the film Result: • collaborative film of The Witch of Portobello • 6,000 submissions, 15 winners • ~€ 60,000 Campaign
Slide 30: Stormhoek Winery South Africa • 305 blog posts after 1 month • In 3 years $1 million gown to a $10 million sales • Private label for Microsoft
Slide 31: “Wine is a social lubricant” dvoi Leod ng api h Mac Gg Hu
Slide 32: Social Network Marketing Story Supermarket Importers Easier sales
Slide 33: Microblogging: Twitter • over 3 million accounts • over 5 million visitors in Sep08 (Comscore ) • #742 according to Alexa • News + Conversations
Slide 34: H&R Block – Finance Conversational Twitters
Slide 37: Dedicated Social Networks
Slide 39: Video - Youtube 183,300,000 Monthly Visitors
Slide 40: Dove User Generated dovecreamoil.com
Slide 41: Heinz User Generated Campaign
Slide 42: More then 1,000 submissions Watch : Movie I Movie II
Slide 43: “Nytimes.com – “How we met
Slide 44: User Generated Campaigns You Give: • • • • • • • • Incentives Rules Template Freedom Examples Dedicated site Kick off Control You Get: • Free media • Creative ads • Word of mouth • Engagement • Loyalty • Brands advocates • Incoming links
Slide 45: BlendTec Viral Campaign
Slide 46: Forums • • • • • • • External vs internal forums Content Moderators Rewording Be a part of the community The new PR Only 5 % are active
Slide 47: Why • • • • • ? Rating the web’s newest content 150th most popular site on the Web (Alexa) Over 20 million unique visitors/month (Compete) 2.7 million registered users (Estimated; John Grahan-cunning) Demographics: 25-34 years old, international (Quantcast)
Slide 48: ?How Digg works • • • • • Good content Gain reputation Be active Check the upcoming news “Friend” with Diggers
Slide 49: Organic Linkbait Content: • Tips & Tricks • Lists • News • Humor • Controversial • Attack high profile bloggers • Say something unpopular • running awards or competitions • Story
Slide 50: Daniel Scocco’s Lists Results: • 300 comments • 11,000 Google results for “ 43 Web Design…”
Slide 51: Seth Godin’s Blog 9,400 results in Google
Slide 52: Camera’s Review Site - Bryan Carnathan
Slide 53: http://photo.net Linkbaits from forums http://www.fredmiranda.com
Slide 54: 1 Result in Google st
Slide 55: linking between the platforms Tools: Blogs, Movies, RSS, Bookmarking Buttons, Dedicated sites, Forums…. Content: • Tips & Tricks • Lists • News • Humor • Controversial • Attack high profile bloggers • Say something unpopular • running awards or competitions • Story
Slide 56: Widgets Google widgets – Choose a widget for your web page • Case Studies of companies the use widgets to encourage traffic and awareness.
Slide 59: Social Goes Mobile iPhone Apps Source: Oreilly
Slide 60: Live Poker by Zynga • Play with 1.5M daily players – FB, Myspace • Helps you find friends link
Slide 61: Participating in social media - Summary Choose your audiences Fish where they are Choose your play ground Role the snow ball Less money more engagement Build your story
Slide 62: Thank You ! Michal Geva Social Media Marketing michal@michalgeva.com +972.523.530507