buzzfeed - istrategy chicago 2012
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How to create the ultimate brand experienceTRANSCRIPT
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Turbo Charged Word-of-Mouth Marketing
Social Publishing Secrets from The Syfy Channel and other Innovative Brands
Andy Wiedlin @acwiedlinMonday, October 8, 12
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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".
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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".
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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".
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• 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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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
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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
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“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.
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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
@acwiedlinMonday, October 8, 12