Stimulation and Engagement: Winning the Big Jackpot
Stimulation Stimulation and Engagement: & Engagement
How can we engage our community that matters for them?
• Attention Grabber • Special Activities • Events • Gaming Approach • Freebies • “How-Tos” • How to use photos? • How to use Videos?
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Winning the big Jackpot – Why do some things go viral?
• Having a Big Shot as your fan
• Having a community that can build on your idea
• Having a surprise moment
- 32 - Social Media Werner Kunz – Fall Semester 2012 Winning the big Jackpot – Viral Campaigns
• Introduced by Tom Dickson. • Online viral sensation promoting the Blendtec blender. • Retro approach and interesting subject matter creates differentiation. • Became a hit on YouTube, winning awards and achieving a total of over 181 Mio. views
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Earned Media - The Man Your Man Could Smell Like
• Fastest growing viral marketing campaign to date. • Achieved 6.7 million views in 24 hours. • Attained 23 million views after 36 hours. • Questions were answered by Isaiah Mustafa on Facebook/Twitter after airing. • http://www.youtube.com/ watch?v=owGykVbfgUE
- 34 - Social Media Werner Kunz – Fall Semester 2012 How do promote your blog?
• Post on Facebook (Your Status • Pinterest update, fanpage, related group • Google+ page, Mass mailing on facebook) • RSS ! podcast • Twitter (tweat, #hashtag, direct • Youtube (Channel, Idea message, find list, talking with video) people) • “valuable” Comment on message board, • Mass e-mail, newsletter • Cross-promote on blogs • Add it to your accounts, signature. • Stumble upon, reddit, digg, delicious, tumbler • Instagram (Having an idea for photos)
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How do promote your blog?
• Tweating • Invite in class room • Comments on other blogs • Flyer • Facebook (Post the link on my • Guerilla marketing facebook account, facebook • Point people to your blog fanpage) • Exchange with other blogger • Instagram (how can you use • Engage your viewer to photos on instagram) participate. • Youtube (Make a video blog, • Real event expand to videos blog entry, • Talk about your topic in “social funny videos, viral video, make media” (Thoughtleader) episodes, youtube channel) • Newsletter • Contest & competition • Invite to tweat about you, Call to action, • Twitter (#hashtag, what are the right hashtags?)
- 36 - Social Media Werner Kunz – Fall Semester 2012 Stimulation & How do you promote your social media project? Engagement
Short term Long term • Post a the link on various channels • SEO • Word-of-Mouth: Tell all your friends • Link Sharing/Interlink your content • Direct Marketing e-mail • Using Tagging & Keywords • Use specialized communities (Orkut, • Register your content (e.g. digg) Google+, Pinterest) • Complete Profiles • Posting a video on YouTube • Grow your network • Upload a Photo • Start Snowball-Sharing • Social Media Events • GiveAway/Coupons • E-Flyer/e-Books • Interact with other content • Participate in Forums • Commenting on similar pages • Follow relevant people • SEM • Guest authoring • Traditional Advertising • Business Card/E-mail Signature
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Analytics Analytics & Controlling: & Controlling
Does it work what we are doing?
• Attention span
• Network size
• Tracking software
• The two sides of Information: The daily race vs. strategic analytics
- 38 - Social Media Werner Kunz – Fall Semester 2012 Central Components of Social Media Execution
Unique Content
Social Posting Media Strategy Citizenship Social Media
Analytics & Stimulation & Controlling Engagement
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Klout – Measuring your Influence in Social Media
- 40 - Social Media Werner Kunz – Fall Semester 2012 Tag cloud `Web 2.0
Social media is "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content” Kaplan/Haenlein (2010)
Web 2.0 is commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web
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Main characteristics of web 2.0
• Supporting participation • Involve data exchange between
• Encouraging creation of user sites through XML-based data generated contenct standards
• Enabling rating of content and • Using SDK technology online services approaches
• Ad funding of free services • Simplicity in design and style
• Hosted as web services or interactive applications
Source: Chaffey, D.; Smith, PR (2008), p. 112.
- 42 - Social Media Werner Kunz – Fall Semester 2012 Homework: YouTube Video
Dear all, please produce in groups of two a small video (two video for three people), that you produced by yourself. The video should circle around the topic of your blog, so you can post it later. I'm looking forward to see your creative results.
Please upload your video to You Tube and send me the link with the two names of you till October 22nd
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YouTube: The Video Sharing Site
• The Biggest Search Engine for Videos • Video Channels & Subscription
How to use: • Stay short: 2-3 Minutes • Being engaging all the time • Use the title, tags & description wisely • Make a series & open a channel • Offer Links with(in) the video • Use Call to action (at the end) • Brand your video clips • Complete your profile • Care about solide Sound & video How not to use: • Database for corporate videos or uncuted video footage • Professional video production is not necessary needed • Informal is okay & preferred
- 44 - Social Media Werner Kunz – Fall Semester 2012 44 Don’t forget alternatives to YouTube
Vimeo
Video Platform with a stronger artistic appeal
How to use? • Videos can be longer • Production Quality should be high level • Videos can be also embedded in blog postings
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Don’t forget alternatives to YouTube
Webcast
Live broadcast via Internet
How to use: • Service: Ustream, Google+ Hangout, Youtube • Webcam & Mic is enough • TV-Show via Internet • Great for online events. Promotion of the event is critical • Interactive Channel. Users can send in comments and questions
- 46 - Social Media Werner Kunz – Fall Semester 2012 46 Don’t forget alternatives to YouTube
Podcasts
Downloadable free episodes of a video/audio-Show
How to use: • Available in the iTunes Store • Great for online education • It’s free • Watch on the go • Use it when you have time • Webcam & mic and hosting service needed
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