Dave Balter on Social Marketing and Word of Mouth, April 2011
72
Advocacy in a Social World #BzzAgent @davebalter
description
Dave Balter, CEO of BzzAgent, Spring 2011 Speech. http://www.about.me/davebalter
Transcript of Dave Balter on Social Marketing and Word of Mouth, April 2011
Advocacyin a Social World
#BzzAgent@davebalter
#BzzAgent@davebalter
Man Groomer
The Evolution of Word of Mouth
A long, long, long time…
The last decade…
• Outposts• New connections• Always on
• Real-time• Your Weak Ties • Scale
Social Marketing
Social Media has overtaken porn as the #1 media on the Web
Coca Cola spent roughly
on advertising last year$2.44 billion
“While TV is still an important medium for promoting our brands, many of our recent advertising campaigns and promotions have also utilized online facilities such as
Facebook and YouTube more”
-6.6% = $121M
The Social cycle
1. The experiences
2. The platforms
3. The advocates
The EXPERIENCES
Viral COEFFICIENT
Threewords.meGod.com
Satan.com
100,000 to 4,000,000users in 15 months
The PLATFORMS
X
X
X
July 2008
20
2005 2006 2007 NOV. 2009 DEC. 2009 APRIL 2010
No personal information will be available
…limit the information displayed
…unless you alter your privacy settings.
The default privacy setting is set to “everyone.”
Therefore do nothave privacy settings.
Access toGeneral Information about you.
Facebook PRIVACY POLICY
The ADVOCATES
The Tipping Point + The Social Media Network
connectorconnects people to
each other
mavenconnects people through
sharing knowledge
salesmanuses knowledge to engage
and persuade
The Tipping Point + The Social Media Network
connectorconnects people to
each other
mavenconnects people through
sharing knowledge
salesmanuses knowledge to engage
and persuade
Tipping Point was “Influence 1.0”
Influence 2.0“Topic” StateBehavior is Not StaticTracked By Our Social Behaviors
Source: Jakob Nielsen, Participation Inequality: Encouraging More Users to Participate
1% CREATORS
9% EDITORS
90% AUDIENCE
Source: Jakob Nielsen, Participation Inequality: Encouraging More Users to Participate
1% CREATORS
9% EDITORS
90% AUDIENCE
Heed the 1% Rule
Over 50% of all the Wikipedia
edits are done by just .7% of the
users … 524 people.
Over 50% of all the Wikipedia
edits are done by just .7% of the
users … 524 people.
167,113 of Amazon’s book reviews were
contributed by just a few “top-100″ reviewers.
167,113 of Amazon’s book reviews were
contributed by just a few “top-100″ reviewers.
25M users of Facebook Causes App…185,000
donations: .7%
25M users of Facebook Causes App…185,000
donations: .7%
4 Methods forCREATING ADVOCATES
METHOD #1:
Generate Status
“I just looked at my followers number and said to myself‘where did all these people come from?’ ”
Welcome to the Social Media Boy Scouts
Farmville
Farmville
Farmville
North of 80 Million Users
17 Million Daily Active Users
North of 80 Million Users
17 Million Daily Active Users
METHOD #2:
Offer Incredible Value
METHOD #3:
Make it Scarce
PATTY: BONELESS PORK (PORK, WATER, SALT, DEXTROSE, CITRIC ACID, BHA, TBHQ).
SAUCE: WATER, HIGH FRUCTOSE CORN SYRUP, TOMATO PASTE, DISTILLED VINEGAR, MOLASSES, NATURAL SMOKE FLAVOR, MODIFIED FOOD STARCH, SALT, SUGAR, SOYBEAN OIL, SPICES, ONION*, MUSTARD FLOUR, GARLIC *, XANTHAN GUM, CARAMEL COLOR, SODIUM BENZOATE (PRESERVATIVE), NATURAL FLAVOR (VEGETABLE SOURCE), CORN OIL. *DEHYDRATED PICKLE SLICES
BUN: FLOUR (WHEAT FLOUR BLEACHED AND ENRICHED WITH THIAMINE, RIBOFLAVIN, NIACIN, IRON, FOLIC ACID, MALTED BARLEY FLOUR), WATER, HIGH FRUCTOSE CORN SYRUP, YEAST, VEGETABLE OIL (PARTIALLY HYDROGENATED SOYBEAN OIL, COTTONSEED OIL). CONTAINS 2 PERCENT OR LESS OF DEXTROSE, FUMARIC ACID, CALCIUM SULPHATE, SALT, ACETIC ACID, SOY FLOUR, MONOCALCIUM PHOSPHATE, AMMONIUM SULPHATE, CORNSTARCH, FUNGAL PROTEASE, NATURAL CULTURE, AMMONIUM CHLORIDE, ASCORBIC ACID, AZODICARBOMIDE, MONO- AND DIGLYCERIDES, PROPIONIC ACID, PHOSPHORIC ACID, CORN FLOUR, CALCIUM PEROXIDE, CALCIUM PROPIONATE, DICETYL TARTARIC ACID ESTERS OF MONO- AND DIGLYCERIDES, ETHOXYLATED MONO- AND DIGLYCERIDES.
What Am I Eating?
McRib Nutritonal Info 490 calories, 220 calories from fat, 25 g fat, 8 g saturated fat, 75 mg cholesterol, 1040 mb sodium, 44 g carbohydrates, 2 g fiber,
24 g protein, 11 g sugars.
What Am I Eating?
METHOD #4:
Provide Exclusivity(or Access)
What’s Happening On Quora?
Facebook co-founder Dustin Moskovitzoffers his opinion of the movie The Social Network.
Google Images product manager Nate Smithexplains how color image search works.
Foursquare's head of business developmenttalks about what it's like to work for founder Dennis Crowley..
AOL co-founder Steve Caseanswers how much it cost to mail everyone those CDs back in the 1990s.
$121,000,000
BzzAgent Proprietary & Confidential 2011
Statistical Analysis of marketing efforts
BzzAgent Proprietary & Confidential 2011
Statistical Analysis of marketing efforts
BzzAgent Proprietary & Confidential 2011
Statistical Analysis of marketing efforts
Shopper marketing data can be fed into the development and optimization of social media programs.
Social media the new “starting point” for consumer engagement
Traditional media informs and reminds post social dialogue
Measure social media spend against loyalty card behaviors
Use to develop effectiveshopper marketing programs
SOCIAL MEDIA & PEER INFLUENCE
RADIO PRINT
TV
OUTDOOR
DIGITAL
MAGAZINE
MARKETING PROGRAMS
Ty’s Ten (WOM) Tips
1. Reasonable Price
2. Keep it Secretive
3. Surprise People
4. Limit Production
5. Avoid Large Chains
6. Simplicity
7. Personalization
8. Variety
9. Retirements
10. Risk
Thank You
About.me/davebalterAbout.me/davebalter
![ISAAC GROSOF, MOR HARCHOL-BALTER, arXiv:1905.03439v1 [cs.PF] 9 … · MOR HARCHOL-BALTER, Carnegie Mellon University, USA Load balancing systems, comprising a central dispatcher and](https://static.fdocuments.us/doc/165x107/5ec423f9f8c238719566f720/isaac-grosof-mor-harchol-balter-arxiv190503439v1-cspf-9-mor-harchol-balter.jpg)
