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]

Gravity summit unbranded social campaigns - david alpern

Business

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