Post on 12-Sep-2014
description
Turbo Charged Word-of-Mouth Marketing
Social Publishing Secrets from The Syfy Channel and other Innovative Brands
Andy Wiedlin @acwiedlinMonday, October 8, 12
Agenda
• Social Changes Everything
• Social Publishing for Brands
• Case Study: Syfy Channel
• Examples & Discussion
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The Hottest, Most Social Content On The Web
25 MillionUnique Visitors
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Why Do People Visit BuzzFeed?
*Internal Survey
0
16
32
48
64
80
To See What’s Hot To Find Things To Share To Make Viral Stuff
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Our POV
• Consumers have moved from portals... to search... to social
• Consumers are looking to discover, engage, and share content
• Great brands are acting like publishers to make their content engaging and sharable to generate true word of mouth marketing.
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Facebook has risen over the last six months to challenge Google's place as the most important source of traffic to online publishers for content published in the last 7 days
Social Takes Over The World
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Content Gifts
• Is the gift fun to give? Fun to receive? Fun to tell friends about?
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The Facebook Test
Want to see it in your feed?Would you click it? Would you share it?
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What Is Social Content?
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People Share Cute Animals
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Key Learnings
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People share things that make them look clever and cool.
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Sharing is about moments of relevance and timeliness
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Create content about groups with strong identities
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Applied Statistics Workshop (Gov 3009)10/10/2012.Thales Teixeira, Asst Professor of Business Administration at the Harvard Business School, from presentation "Viral Video Advertising".
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1) Extroverted People Share More
Applied Statistics Workshop (Gov 3009)10/10/2012.Thales Teixeira, Asst Professor of Business Administration at the Harvard Business School, from presentation "Viral Video Advertising".
Monday, October 8, 12
1) Extroverted People Share More
2) Shocking Them Can Drive Views, But Not Shares
Applied Statistics Workshop (Gov 3009)10/10/2012.Thales Teixeira, Asst Professor of Business Administration at the Harvard Business School, from presentation "Viral Video Advertising".
Monday, October 8, 12
1) Extroverted People Share More
2) Shocking Them Can Drive Views, But Not Shares
3) Humor That Is Positive Drives These Extroverts To Share The Most
Applied Statistics Workshop (Gov 3009)10/10/2012.Thales Teixeira, Asst Professor of Business Administration at the Harvard Business School, from presentation "Viral Video Advertising".
Monday, October 8, 12
• Tell a story
• Involve people emotionally
• Are not heavy-handed
Like Good TV Ads, Social Ads...
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If you want a big snowball effect, start with a big snowball
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The BuzzFeed Story Unit
• CTRs are 10x-20x industry average
• Ads are in-stream and look like content
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Banners vs. Social Advertising
BANNERS • Ignored
• Disruptive
• Can't be shared
SOCIAL ADS • High Engagement
• Native, in-stream
• Sharable
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Promote and distribute existing content
Create new, brand-relevant content
Sponsor viral content
We Help Brands...
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If Content Can Be Social, Ads Need To Work The Same Way
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How Syfy Goes Social
Doreen Rokhsar
doreen.rokhsar@nbcuni.com
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Syfy - Face Off Case Study
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Shareable “Content Gifts”
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Shareable “Content Gifts”
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Shareable “Content Gifts”
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Syfy Social Communities posting
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A Cascade of Great Social Conversations
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Program Success:
323,000 Total Engagements
Custom Content:229,000 paid Engagements
94,000 earned Engagements
Monday, October 8, 12
Program Success:
323,000 Total Engagements
Custom Content:229,000 paid Engagements
94,000 earned Engagements
108k Earned Engagements = 431k Total Engagements
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Examples Of Other Great Brands...
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Be a Relevant Voice To Your Audience
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“Our relationship with BuzzFeed really put Virgin Mobile Live on the map. These guys know all the tricks to optimizing viral content.”
— Ron Faris, CMO, Virgin Mobile USAMonday, October 8, 12
“We see social branded content as a great way to engage.”— Paul Marcum, Director of Global Digital Programming & Marketing, GE
Social advertising is word-of-mouth marketing at Internet scale.
77%
42%
Total Positive ResponsesControl Group
Via SocialMedia
Exposure“What comes to mind when you think about General Electric (GE)?”
Source: “GE Study Proves Consumers Respond More to Shared Content,” Advertising Age 1/25/2012
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You Can’t Guess Which Specific Ideas Will Spread.
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You Can’t Guess Which Specific Ideas Will Spread.
You Need To Experiment.
Monday, October 8, 12
You Can’t Guess Which Specific Ideas Will Spread.
You Need To Experiment.
And Have Some Fun!
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Questions?
Andy WiedlinChief Revenue Officer
andyw@buzzfeed.com510.418.6600
@acwiedlinMonday, October 8, 12