how to make users talk about your brand, by talking about themselves!
TRANSCRIPT
How to make users talk about your brand,by talking about themselves!Panos SambrakosExecutive Creative Director,OgilvyOne Athens
What are Social Media after all?
Social Media are a square!A place where people come to talk with their friends,
while brand pages are like infokiosks, trying to gain the attention of people in the square, with various methods.
Run a Contest
After participating in a contest, people will soon go back to their conversation with their friends, which is the
real reason they came to the square for.
Provide Content
Content is relevant to a fraction of the people, with specific needs and interests. So although it can sustain a
relationship with a brand page, it can’t easily create buzz.
Stand for a Cause
People with certain beliefs will “sign” for a cause, thus you cannot create buzz in the square, with this method either.
Design an experience!
We should be designing amazing experiences that excite people with their fun and technical wizardry, and have them
running in the square, telling their friends to go play too!
How to make a viral Facebook applicationIn 3 succesive steps!
LeverageTechnology
1. Use a technological gimmick
Like “magic mirrors” in a fun house, you have to dazzle audiences with a trick. Be it something as innovative as Augmented Reality or as simple enough as writing your name on a chocolate wrapper!
Make userspart of the story
LeverageTechnology
2. Make users part of the brand story
Instead of urging people to simply share your content, you should prepare a branded “template” for them to tell their story. Only then, they keep doing what they came to do in the “square”: To talk about themselves to their friends.
Make users part of the story
Use Social connections
LeverageTechnology
3. Enhance with their Social connections
Use Facebook’s building blocks to your advantage, by letting people bring their friends into your experiences. That way, you will gain a greater audience for your messages.
3Bit – Case studyFacebook viral application
3Bit - Χτυπάει πάντα 3 φορές!
• Users stared in the lead role. Wrote the script.Make userspart of the story
• Made their friends the co-stars. More than once. Use Socialconnections
• Photo insertion in video. Text to speech.LeverageTechnology
Making it viral...
90.000 videos created by 65.000 fans
Δεκ-11 Ιαν-12 Φεβ-12 Μαρ-12 Απρ-120
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3Bit Facebook Likes & videos created
Videos Published Lifetime Likes
65.000 fans
Combined viewership & response
850.000 views
225.000 comments and likes.
We essentially filled the square with karateka, each giving their friends 3 succesive strikes,
all the way to the real kiosk... to buy a 3Bit bar!
3Bit sales increase +10%
Internal Data: Volumes sales Jan Feb. 2012 vs Jan Feb 2011
Make users part of the story
Use Social connections
LeverageTechnology
It’s your turn to strike!
