Gravity summit unbranded social campaigns - david alpern
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Transcript of Gravity summit unbranded social campaigns - david alpern
Internet OMG: Social for theUnbranded World
Internet Online Marketing GroupInternet Online Marketing [email protected]
Social:Often Cited Case Studies
18 Million PVs 9M PVs; 5X Sales
Social:My Clients – Brands
Social:My Client – Not a “Brand”!
Social:My Client – Photos & Forum!
Highest Page ViewsHighest Page Views Most popular discussion forum about breast augmentation Most popular discussion forum about breast augmentation on the Web – 285K Postson the Web – 285K Posts
Social:405 @ Crenshaw
Physical Plant – View from the 405Physical Plant – View from the 405
George P. Johnson:Prolific but not Viral
Experience Marketing
Why Should I?Why Should I?
CTAs:CTAs:* Email (ROI!)* Email (ROI!)
* Follow icons* Follow icons
* Like buttons* Like buttons* Value* Value propositions!! propositions!!
3 days after premiere
ExampleNew Brand – Initial Steps
ExampleSmall Brands – Big Social
Viral via action, likes, Viral via action, likes, remessaging, othersremessaging, others
6M Visits, 2 M UVs6M Visits, 2 M UVs……over just 12 weeksover just 12 weeks
3 days after premiere
ExampleSmall Brands – Big Social
ExampleThe Crème Brulee Man
• Curtis Kimball, formerCurtis Kimball, former construction worker construction worker• 1+ years in business1+ years in business• Engage – humor, asksEngage – humor, asks for type/location reco for type/location reco• Yelp - Yelp -
ExampleDentist Irene Vaksman
• SFO Groupon examSFO Groupon exam & x-ray deal & x-ray deal
– 320 new patients320 new patients• Next: WildfireNext: Wildfire promotional promotional campaign and sweep- campaign and sweep- stakes for FB page stakes for FB page
• Grew family biz: $4M to $50MGrew family biz: $4M to $50M• Learned: $15K in direct mail = Learned: $15K in direct mail = 200 new customers; $7500 200 new customers; $7500 billboard = 300 new customers; $0 billboard = 300 new customers; $0 Twitter = 1800 new customersTwitter = 1800 new customers
• GV's eccentric GV's eccentric persona; offbeatpersona; offbeatoenophile infooenophile info
• Led to success withLed to success withtv.winelibrary.comtv.winelibrary.com
ExampleGary Vaynerchuk
• 99 cent cardboard case for the iPhone99 cent cardboard case for the iPhone• Blogger Larry Greenberg posted articleBlogger Larry Greenberg posted article
• Picked up on Gizmodo, Engadget, TechCrunch, Picked up on Gizmodo, Engadget, TechCrunch, CNET, Mashable, etc.CNET, Mashable, etc.
• Site traffic +5X, daily revenue Site traffic +5X, daily revenue record, 7K unit sales in 4 daysrecord, 7K unit sales in 4 days
• Free Offer: Personalized Free Offer: Personalized "Sharpie Script""Sharpie Script"• Sparked mini-phenomenon - buying Sparked mini-phenomenon - buying
cases to send personalized messagecases to send personalized message
• Social propagation: SEO BenefitSocial propagation: SEO Benefit• #1 for 'iPhone case' & 'iPhone cases'#1 for 'iPhone case' & 'iPhone cases'
ExampleCase-Mate - Recession Case
• InformativeInformative• EntertainingEntertaining
• DC Shoes – resonates w/targetDC Shoes – resonates w/target• InteractionInteraction
• Example: JetBlueExample: JetBlueservicing tweetsservicing tweetswhile passengers while passengers still in terminalstill in terminal
• Other interactiveOther interactive• Traffic, RetargetingTraffic, Retargeting
StepsNew Brands
• Informative – Informative – • FAQ email curriculum, videoFAQ email curriculum, video
• Leverage our assetsLeverage our assets• SEO by bloggers, forumSEO by bloggers, forum
• Local CT acquisitionLocal CT acquisition• Site content,Site content,Chat, C2CChat, C2C
• ContestsContests
Action PlanBi411
• Build brand awarenessBuild brand awareness• Protect the brandProtect the brand• Reserve your Twitter ID, Facebook Reserve your Twitter ID, Facebook
page, etc. before someone squats page, etc. before someone squats on iton it
• Twitter, FB, LI pages rank well Twitter, FB, LI pages rank well for searches on a brand namefor searches on a brand name
• This helps YOU DEFINE YOUR BRAND This helps YOU DEFINE YOUR BRAND instead of reviews and news from instead of reviews and news from others defining it for youothers defining it for you
Action PlanPoints to Consider
• Wrap it up value – tie down with:Wrap it up value – tie down with:• What’s important in your community?What’s important in your community?
• Everyone should have their own Everyone should have their own million dollar ideamillion dollar idea• What resonates with your community?What resonates with your community?
• Find existing brands to leverageFind existing brands to leverage• Dog.com did so with All American Pet Dog.com did so with All American Pet
FoodFood
Action PlanPoints to Consider
Thank You
Social for theUnbranded World
Internet Online Marketing GroupInternet Online Marketing [email protected]