10 Digital Hacks Every Marketer Should Know

Download 10 Digital Hacks Every Marketer Should Know

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  1. 1. 10EVERYMARKETER SHOULD KNOW
  2. 2. Hi, I am Mark Fidelman@MARKFIDELMAN
  3. 3. -Harry HoudiniI get more advertising space without paying for it than anyone in the country. "
  4. 4. One of the early marketing hackers was harry houdini
  5. 5. Im going to teach you3 marketing Lessonsand10 hacks from Houdini:
  6. 6. Houdini: GOBIG
  7. 7. Houdini: Give them a story
  8. 8. Houdini: GiveawayfreeMedia
  9. 9. Lets apply Houdinitricks in the digital age
  10. 10. How to Become a Digital Houdini@MARKFIDELMAN
  11. 11. Everything houdinidid was engineered (including the marketing)
  12. 12. Because he needed to rise above the noise
  13. 13. Because Houdini had thousandsof competitors
  14. 14. And today, Youre competing with a$500bGlobal Marketing spend
  15. 15. So you must use every trickat your disposal
  16. 16. The Move to Digital79%61%Feel better about company that delivers custom contentMarketers shifting to digital branded content
  17. 17. Youve got heavy competition too
  18. 18. What tricks do you haveUp your sleeve?
  19. 19. Magic Marketing3 Campaigns & 10 marketing hacks
  20. 20. CAMPAIGN @MARKFIDELMAN
  21. 21. Needed signupsGot this resultTried theseACME CORPORATION
  22. 22. So we did something huge
  23. 23. THE FUSIONLaunch STRATEGY How to launch a product, website, or service simultaneously with viral content
  24. 24. GO BIGSTORYMEDIAOPERATIONTHE REVEAL: WHAT WE DID
  25. 25. Hack #1CREATEA VOICE OF THE INDUSTRY SURVEY TO CREATEINDUSTRY NEWS
  26. 26. PARTNER WITH PRESS, BLOGGER OR CONFERENCE SEND EMAILS TO DATABASESCREATE INFOGRAPHIC#1#2#3
  27. 27. THE USE OF INFOGRAPHICS38%51%20142013Year over year increaseSOURCE (Content Marketing Institute)
  28. 28. Hack #2LEVERAGE INFLUENTIALPEOPLE IN THE INDUSTRY TO PROMOTE YOUR PRODUCT OR SERVICE
  29. 29. How DO YOU find influencers?GETLITTLEBIRD.COMBUZZSUMO.COM
  30. 30. We took survey data and influencer recommendations to
  31. 31. Create an ebook
  32. 32. Hack #3WHEN USERS DOWNLOADED eBOOKTHEY SIGNED UP FOR SITE SIMULATANEOUSLY
  33. 33. RESULTS1.57Blog posts from influencers quoted in the book2.5.5million unique page views3.7500+ eBook downloads4.7500+signups for the site
  34. 34. The cost was minimal
  35. 35. $324$175FREEeBookinfographicInfluencer promotions
  36. 36. Why thESEhackSwork
  37. 37. LESSONS LEARNED1.Go Big2.Start 60 days out3.Get Influencers and Press Buy-In4.Hire talented designers on elanceor Odesk($22 an hour) to create stunning designs5.Use Google trends to find most searched issues in your industry
  38. 38. CAMPAIGN @MARKFIDELMAN
  39. 39. The ALS Ice Bucket Challenge
  40. 40. CREATE Social proofCREDIBILITY&
  41. 41. A Campaign that snowballed into a globalphenomenon
  42. 42. HOW IT STARTED
  43. 43. People started calling each other out on social media
  44. 44. GO BIGSTORYMEDIAOPERATIONWHAT ALS THEN DID
  45. 45. TOOK CONTROLTOLD PEOPLE HOW THEY WOULD USE FUNDSENLISTED CELEBRITIES
  46. 46. Hack #4CREATESOCIAL PRESSURE BY CALLING OUT PEOPLE ON SOCIAL MEDIA
  47. 47. SHARE YOUR __________CRAZY DANCEBEST FROZEN SONG
  48. 48. Example: DO YOUR BEST IMPRESSION OF THIS DANCE
  49. 49. Hack #5ALSHIJACKED MOMENTUM BY SETTING UP A WEBSITE AND ENCOURAGING PARTICIPATION
  50. 50. Hack #6APPEAL CAMPAIGN TO CELEBRITIES WITH STAKE IN OUTCOME
  51. 51. FOUND CELEBRITIES WITH ALS IN FAMILY HAD THEM APPEAL TO OTHER CELEBRITIES CREATED A VIRAL LOOP
  52. 52. Once celebrities and influencers started calling each other, the campaign went viral
  53. 53. RESULTSSince July 29, 2014, The ALS Association has received$125 millionin donations!2,350,000videos created on YouTubeOver 50political figures200notable actors200+athletesOver 220musiciansRaised over 40Xamount for ALS compared to same period last year.
  54. 54. Why thESEhackSwork
  55. 55. LESSONS LEARNED1.Pay attention to whats trending2.You dont need a big budget to make a big splash3.Create media that entices others to take on a challenge4.Find celebrities with same challenges
  56. 56. Small budget IdeasWANT TO REPLICATE THE ALS CHALLENGE?GOOD LUCK
  57. 57. Like ALS did, you can hijackother campaigns or stories
  58. 58. EXAMPLE: APPLES BENDGATE
  59. 59. CAMPAIGN @MARKFIDELMAN
  60. 60. SKULPT.MEBUILD A COMMUNITY BEFORE YOU LAUNCH A PRODUCT
  61. 61. Offer freecontent or Product samples
  62. 62. Houdini drummed up publicity by organizing freedemonstrations
  63. 63. And if done strategically you can benefit too
  64. 64. GO BIGSTORYMEDIAOPERATIONTHE REVEAL: WHAT WE are doing
  65. 65. BMI IS DEAD!HIRED 100 INFLUENCERS TO REVIEW PRODUCTCREATED BMI IS DEAD STORYPARTNER WITH MAJOR SPORTS YOUTUBER
  66. 66. Hack #7HIREVIRAL YOUTUBEINFLUENCER TO CREATE VIDEO ABOUT YOUR PRODUCT/SERVICE
  67. 67. Show viral youtubershere These twoHave millions of subscribers
  68. 68. VIDEO SELLS90%64%Website visitors more likely to buy product after watching videoProspects say watching a video helpful in decision process
  69. 69. There are people on youtubethat can guarantee a million views
  70. 70. Hack #8GIVE50-60 MID-TIERINFLUENCERS PRODUCT TO REVIEW THEN PROMOTE MAJOR INFLUENCER CONTENT
  71. 71. VIRAL CONTENTMAGNIFIED BY 100 PEOPLEPROMOTED BY PRESS
  72. 72. RESULTSEstimated87,983,00 impressionsFrom 0% to 10% Target Market Customer Awareness
  73. 73. Why thESEhackSwork
  74. 74. LESSONS LEARNED1.Find viral content creators on YouTube, Vine, Instagram2.Get 50-60Mid-Tier influencers to review your product (Free Sample)3.Get Media to cover your campaign (since its viral)
  75. 75. #9 #10HACKS
  76. 76. Hack #9BECOME THE PRESSCREATE CONTENT THAT YOUR CUSTOMERS WANT
  77. 77. The N.OseyCOLUMN
  78. 78. Houdini penned his own column n.osey
  79. 79. BECOME A GUEST CONTRIBUTOR FOR A HIGH PROFILE WEBSITEHAVE INFLUENCERS PROMOTE YOUUSE COLUMN TO MEET NEW PEOPLE
  80. 80. Several news sites allow permanent contributos
  81. 81. Becoming the press has several advantages
  82. 82. Hack #10USE FREETWITTER CARDS TO GENERATE QUALIFIED LEADS
  83. 83. Twitter cardhttps://ads.twitter.com
  84. 84. As soon as a user clickson a twitter card, you get their email address!
  85. 85. Shhh And you can use them for free
  86. 86. CONCLUSIONREMEMBER HOUDINI:Almost all PR & marketing is engineeredUse word-of-mouth to build up your business (through reciprocal relationshsips)Know your "audience"What are they most interested in seeing?What can you show them that will leave them wanting more?And, what can you do to constantly improve, to get better?It's not magic.It's just good business.
  87. 87. Click to Find influencersNeed a Houdini?
  88. 88. YOUTHANK @MARKFIDELMAN