the new science of advertising: friendcasting
Post on 19-Oct-2014
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The social media revolution is unstoppable, and it is touching, and changing everything. For Advertising, we are moving from “one to many” marketing to “many to many” marketing, which also means for marketers moving from “broadcasting” to “friendcasting”. Friendcasting is a new way to make your message delivered by the people who are the closest and most intimate to your target market. It’s a deep trend that has started some years ago but only now we are seeing its full expression. It Requires new way of thinking and new tools. During the presentation, you'll learn the basic principles to understand about friendcasting, and some tools and tactics to use successfully.TRANSCRIPT
Stars vs Journalists on Twitter Who are the Winners
The new science of online Advertising: FriendcastingPresented by:Mawuna R. KOUTONIN, Founder and CEO of Goodbuzz.org
The Take awayAt the end of the presentation you should be able to : Impress friends with a new hype word: friendcasting To boo, but with style Become a Star
Illustration 1Us presidential election on 2008: How did Barack Obama beat Hillary Clinton and John McCain to become President of the Most powerful country in the worldA central messageA central message with only 2 keywords:Hope: A change we can believe in (USP)Possibility: Yes we can (Slogan from the cartoon Bob the Builder)
Can we do it?
Audience segmentation
Vertical validation & transformationResults > 7.000 variant of messages (A/B testing)> 100.000 user-generated events with 1,5 million fans16 million email opt-ins4 million donators4,6 million Google blog posts> 5 million friendsPresident of the United states of America
How He Did ItBarack Obama had a gift, and he knew it. He had a way of making very smart, very accomplished people feel virtuous just by wanting to help Barack Obama. - Newsweek magazine Tactics Make your message delivered. You are not always the best person to sell yourself Focus your marketing effort on how to recruit, involve and nurture your vertical ambassadors make them feel good and virtuous by helping you Create and nurture communitiesStudents for Obama (193,000)Joe Biden (171,000)Michelle Obama (142,000)Obama (120,000)Women for Obama (62,000)Boo with style (Be positive)Illustration 2Press Release Old model:You Journalist target audience
New Model:You your friends and connections your audience Illustration 3Forum, Facebook, Linkedin, Ning, groupsOld model:Register pretend spam target audience
New Model:Register identify local influentials Send them PM Influentials post on the forum about you What to do?
The old model bugLack of Trust
What to do? Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does. Steuart H. BrittTo Boo with Style
Casper used to scare people but got tired of it allFriendcasting is about
What is friendcastingFriendcasting is to make your message delivered by the people who are the closest and most intimate to your target market.Contrasting Old wayNew wayOne to many(talk directly to yourtarget)Manyto many(other people talking about you to your target)Broadcasting(Unknown person trying to convince you)Friendcasting(known person suggesting you something)Selfselection(You have to make the choice yourself - Scary)Selectedfor you(Other people help you decide or recommend you)Boo(Bragging or scaring)Boo with Style(Seduction, exclusivity, humanity)Theories Micro-audience marketing Tribal marketing Grassroots marketing IRaaS
Now, Boo me with StyleMawuna Koutonin Founder and CEO of GoodBuzzEmail: [email protected] Twitter: 4goodbuzz Website: goodbuzz.org