Hotelicopter - The Anatomy of a Successful Viral Marketing Campaign
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Transcript of Hotelicopter - The Anatomy of a Successful Viral Marketing Campaign
the anatomy of a successful viral marketing campaign
AdamHealeyCo‐founder&CEO
hotelicopter
EyefortravelMarke<ngConference Miami,June4th,2009
thegoal
Createyourownsuccessfulviralmarke<ngcampaigns.
anatomyofasuccessfulviralmarke2ngcampaign eyefortravelmarke2ngconference,6/4/09
• Introduc2ontohotelicopter• Thereasonforourrebranding• Thecampaign
• Theresults• Theingredients
introduc/on
anatomyofasuccessfulviralmarke2ngcampaign eyefortravelmarke2ngconference,6/4/09
We’refocusedonbeingthemarketleaderinhotelsearch.
themarketposi/oning
“That’sgreat,buthowareyoudifferentthanKayak?”
focusedonhotelsfocusedonflights
bookhotelsdirectbookOrbitzdirect
bookingissocial: bookingistransac2onal:partoftravelexperienceseparatefromtravelexperience
anatomyofasuccessfulviralmarke2ngcampaign eyefortravelmarke2ngconference,6/4/09
thebackstory
HotelSearch
HotelReviews
SocialNetwork
Weini<allylaunchedasVibeAgentinNovember2007.
anatomyofasuccessfulviralmarke2ngcampaign eyefortravelmarke2ngconference,6/4/09
‐
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
themarketevolu/on
FacebookUniqueVisitors(US)
VibeAgentlaunchestothepublic
FacebookPlaMormlaunches
KayakbuysSidestepfor$200million
MicrosoRbuysFarecastfor$115million
hotelicopterlauncheshotelsearchengine
Bigchangesinsocialmediaandmeta‐searchfollowed.
FacebookConnectlaunchesbeta
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33 3530
49
104
anatomyofasuccessfulviralmarke2ngcampaign eyefortravelmarke2ngconference,6/4/09
therebranding
CampaignGoals:
• Buildbuzzpriortorebrandinglaunch• Createinboundlinkstonewdomain
Ournewfocusonhotelsearchledtotherebranding.
anatomyofasuccessfulviralmarke2ngcampaign eyefortravelmarke2ngconference,6/4/09
thecampaignidea
WedecidedtocreateaflyinghotelforAprilFool’sDay.
anatomyofasuccessfulviralmarke2ngcampaign eyefortravelmarke2ngconference,6/4/09
astarisborn
TheHotelicopterbecomestheworld’sfirstflyinghotel!
anatomyofasuccessfulviralmarke2ngcampaign eyefortravelmarke2ngconference,6/4/09
anatomyofasuccessfulviralmarke2ngcampaign eyefortravelmarke2ngconference,6/4/09
thecampaign
anatomyofasuccessfulviralmarke2ngcampaign eyefortravelmarke2ngconference,6/4/09
thecampaign
anatomyofasuccessfulviralmarke2ngcampaign eyefortravelmarke2ngconference,6/4/09
thecampaign
thevideo
anatomyofasuccessfulviralmarke2ngcampaign eyefortravelmarke2ngconference,6/4/09
Watchthevideohere.
thewebsite
anatomyofasuccessfulviralmarke2ngcampaign eyefortravelmarke2ngconference,6/4/09
thecampaignplaBorm
website photos&videos socialnetworks,news,andads
AYercrea<ngthecontent,wefocusedondistribu<on.
anatomyofasuccessfulviralmarke2ngcampaign eyefortravelmarke2ngconference,6/4/09
theresults:crea/ngbuzz
Thecampaigncreatedlotsofbuzzforoursitelaunch.
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Visits/100
Tweets
Gizmodopost:5,000visits/hr
Engadgetpost:8,000visits/hr
DailyCandy:13,000visits/hr
TechCrunch:11,000visits/hr
CNetpost:2,500visits/hr
TotalCampaign:‐‐‐‐‐
1.1mpageviews500kvideoviews2,100tweets3,500Pfans
anatomyofasuccessfulviralmarke2ngcampaign eyefortravelmarke2ngconference,6/4/09
theresults:inboundlinks
Wealsosurpassedexpecta<onsregardinginboundlinks.
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200
400
600
800
1000
1200 Googleinboundlinks(usinglink:command)
VibeAgent‐PR5hotelicopter‐PR6
anatomyofasuccessfulviralmarke2ngcampaign eyefortravelmarke2ngconference,6/4/09
theframework
Therearefourkeycomponentsforviralcampaignsuccess.
anatomyofasuccessfulviralmarke2ngcampaign eyefortravelmarke2ngconference,6/4/09
Everythingstartswithhavingverycompellingcontent.
1.content
• Visuallyappealing• Entertaining• Unique/Intriguing• Interac2ve• Short
anatomyofasuccessfulviralmarke2ngcampaign eyefortravelmarke2ngconference,6/4/09
Createaninterconnected,relevantdistribu<onpla\orm.
2.distribu/on
• Eachcommunityisdis2nct
• Priori2zeyourtargets• Twiderisveryviral• BuyFacebookads(byclick)
anatomyofasuccessfulviralmarke2ngcampaign eyefortravelmarke2ngconference,6/4/09
Monitorresultsandreallocateresourcesaccordingly.
3.monitoring
• TrafficandViews
• RSSFeeds• MessageBoards
• AdCampaigns
• Tweets
anatomyofasuccessfulviralmarke2ngcampaign eyefortravelmarke2ngconference,6/4/09
Engagethecommunityandshapetheconversa<on.
4.engagement
• Seedcontent• Befriendlyandupbeat• Deleteoffensiveposts• Over‐communicate
anatomyofasuccessfulviralmarke2ngcampaign eyefortravelmarke2ngconference,6/4/09
Viralmarke<ngistheperfectvehicleforthese<mes.
conclusions
• Weliveinthe(short)Aden2on(span)Economy
• Ourcampaigncost$3,000,or.2¢/impression
• Createasmall,crea2ve,autonomousteam
• Compellingcontentthatpeoplewanttoshare
anatomyofasuccessfulviralmarke2ngcampaign eyefortravelmarke2ngconference,6/4/09
WhatshouldwedowiththeHotelicopternow?Tellus!
anatomyofasuccessfulviralmarke2ngcampaign eyefortravelmarke2ngconference,6/4/09
ques/onforyou:
AdamHealeyCo‐founder&CEO
hotelicopter
[email protected]@AdamHealey
Linkedin.com/in/AdamHealey