2. I’ve built communities for 15 years
From Dial-up Bulletin Boards To 65,000 Women Bloggers
(reaching 10 Million)
Now building communities and conversations for the worlds top brands…
3. Social crosses all marketing spends
• In 5 years, marketers will spend more on
social, mobile, and video than search
Mobile Video Social
Technology Solution Technology Solution Need a New Solution
Social advertising is the new search engine marketing
Source: Forrester 2011 interactive marketing forecast
4. Banner advertising on a social site is
NOT social advertising
Quit trying to be a distraction Get into the conversation
Simple test: “Is my message in the
widest column on the page?”
5. The interest graph is more relevant to
brands than the social graph
Social Graph Interest Graph
High Technology
Family
School
Tennis
Friends from
Colorado
Work
Boulder
Friends Entrepreneurship
Blogs and topic based social websites get the
same # of visitors each month as Facebook
6. Leverage “Interest Graph Bloggers”
Turn your marketing message into an conversation
then team with bloggers to start that conversation on
their blogs AND Facebook, and Twitter
7. Sponsored content is not enough
Must get friends/readers to SHARE your message
Jenny of
SouthernSavers.com
500,000 = Reach of a
friends popular reality
TV show
50M friends = 20% of US
friends population
9. Bonus: Bloggers can create your
“owned” content
Brands need to become
publishers
Every companies blog
should at least be partially
written by popular bloggers
You don’t need an earned
media strategy, you need a
content strategy
from savings.com
From Pete Spande
10. Case Study: ABC News & UNF
Content created by
65 top bloggers
reaching 4 million
800 other bloggers
joined in just two
weeks
16 Million
impressions across
blogs, FB, Twitter in
2 months
Over 15,000 signups
in first few weeks
11. Case Study: Allstate
Story contest
seeded by 40 top
bloggers reaching
3M
4.2 Million
impressions across
blogs, FB, Twitter
Over 11,000 votes in
just 4 weeks
3 week turnaround
and ~$20k
12. Case Study: Horizon Dairy
Brand community
led by top mom
bloggers
Thousands of
conversations each
month
DHA Push received
7M impressions on
blogs, FB, Twitter
3,000 members in
first two months
13. Case Study: Intuit
Intuit’s “Love a Local
Business” campaign
turned into a
conversation
Conversation seeded
by 73 top bloggers
reaching 3M
14 Million impressions
across blogs, FB,
Twitter in 2 months!
~2000 nominations
5 pages of Intuit
branded search results
for “Love Local
Business”
14. Thank you!
Rustin Banks
CEO BlogFrog
http://theblogfrog.com
rustin@theblogfrog.com
@rustinb
Editor's Notes
A few fun pictures showing the types of communities I’ve builtBBS, Compuserve, prodigy, AOL, then satellites then blogsGoal is to establish personal credibility as someone who knows what they’re talking aboutPlace brand logos here?
Start with some mind blowing stats that show the power or quick rise of social advertisingGoal: establish BlogFrog as an industry and topic level expertTalk about mobile, social, videoMobile & Video are just new delivery mechanisms for the same type of adsSocial requires an entirely different ecosystem (how do you buy conversation inventory the same way you buy display inventory?
Need to transition here to paying influencers to be your “message ambassadors”. Add another slide? Show that the goal is to get you in the content, as opposed to in the sidebar, integrated into the experienceTV Parrallel: product placement vs commercialOr, talk about generating an emotional response online, what TV does bestNeed to get into the CONTENT WELL – integrated into the experience people are having on these sites
Engaging social media influencers is the best type of social avertsiing2. Create shareable content3. Team up with others who have This feeds one and the cycle continuesThey can even create the “shareable” content for you!
Two approaches:need to get your message published by millions of people who influence a few (eg. Viral video)OR get your message published by a few people who influence millionsShow how some bloggers have larger audiences than reality TV shows and magazine circulationsIf you look at most “viral” campaigns, they still start with the firstOR get your message published by a few people who influence millionsShow how some bloggers have larger audiences than reality TV shows and magazine circulationsIf you look at most “viral” campaigns, they still start with the firstHere you can talk about getting them to share with their interest graph
Or Oprah EffectIt’s not just about the reach (or impressions), it’s about the affinity that transfers with that reach(tie in the interest based)