News, Trends & Social Media Superstars
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News, Trends & Social Media Superstars- My Pubcon Vegas 2012
Transcript of News, Trends & Social Media Superstars
@dmmink
Leveraging Social Media Superstars
Through Video
YouTube reports 4 billion+ daily video views!Average U.S. internet user watched
23.2 hours of online videocomScore study for Dec. of 2011
@dmmink
Images Are Shared More Than Video
EffectAccording to StruckAxiomX 10 more
than
Images Shared More
@dmmink
Why Images Are Shared More Than Videos
• People aren’t sure what the video is before they click it
• Unknown time commitment• Not sure if they’ll want to share
the video
Effect vs.
@dmmink
So, Can You Combine The Two?GungHo Case Study (h/t
NewspaperGrl)
+
@dmmink
GungHo Case Study•Founder Danny Mason wanted to use social media to launch GungHo
•Hired Plaid Social Labs to find the right YouTube celebrity to influence men and women equally
•Found Charles and Ally TrippyYouTube Channel
“Internet Killed TV”
@dmmink
Charles and Ally TrippyThe Deal:Trippys agree to do a video reviewGungHo agrees to give away FREE ENERGY
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The Strategy
www.gogungho.com/trippy
FREE ENERGY MORE FREESTUFF
SHARE FUNNY NINJA PICTURE
@dmmink
The Results
5,700 bought or got a free sample
69K hits within a few hoursFirst 500 samples were gone in 23 minutes
@dmmink
The Results
80% of the women added a personal endorsement where as only 5% of the men
Buyers
Fe-male
59%Men
Women
@dmmink
The Results
5778 image pins before GungHo
turned off the offer
1300 new followers
1100 new fans
@dmmink
“Newsjacking”
Book Title provides a pretty great definition:
Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage
@dmmink
Example: JetBlue’s Election Protection
Capitalize on the Presidential Election News
After November 6, 1000 winners will be chosen and flown out of the country
Case Study – iPhone 5 Release
Huge News Opportunity
• iPhone 5 Pre-Order Sold Out 20X Faster Than 4 And 4S
• *Over 2 million people pre-ordered the iPhone 5 in the first 24 hours
• Apple sold 5 million iPhone 5’s in just three days
@dmmink
@dmmink
The Strategy•Leverage iPhone 5 Buzz
•Find a unique angle (h/t to @lukealley)
•Create “the news”
•Find an influencer to seed the content
•Promote the content socially
@dmmink
Cost of the iPhone 5
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@dmmink
The ResultsPublished by
A few hours later published by
Followed by
Inbox full of authors and editors requesting notice of our next infographic.
and many others
@dmmink
Newsjacking Tips – Google News
1. Google News – look for headlines in your industry (great way to find the publications and blogs considered authorities in the space)
2. Respond with unique content (blog post, infographic, video, press release, etc.)
3. Share and link to it (push Google+ to position yourself ahead of the coming search traffic surge)
@dmmink
Newsjacking Tips - Twitter1. Followerwonk.com let’s you search
profiles and provides insight as to a person’s “influence”
2. Retweet their posts. 3. The follow them. 4. Then direct message them something
friendly or complimentary. 5. Finally, let them know you have
something their readers would like and ask if you can send it to them.
@dmmink
PR Tip - Local1. http://www.statenewswire.net/
newsreleases/
2. Both print and broadcast media.
3. It’s inexpensive!
4. Big wins with newspapers, magazines, and television!
LOCAL
