Rob Key, CEO, Converseon
Adam Sherk, Search/PR Strategist, Define Search Strategies
First speaker of the day's second session, “Evangelist - The Marketer’s Role in SMM” is Rob Key, CEO,
What's the purpose of being a marketer? It's all about being a cultural anthropologist. As marketeers there will be lot of backlash for trying to develop brands as we foray into social media communities. 8 Ways To Get Into Social Media Communities: Take the Second Life example: Even at the beginning of the 3d web, there already are 7 million accounts. According to a majority of 200 respondents, they were all unhappy with Second Life's real world company activities. Imagine, people within Second Life are agitating the sale of selling Second Life land to Starbucks. Our Approach: Joined Second Life in 2006, understood and followed the norms of the community. Issues related to ecology are of prime importance in Second Life. This led to the launching of Second Chance Trees Islands. Through this, you could buy a tree for 300 Linden Dollars and at the same time, a real tree will be planted somewhere in the world. A Google Maps image shows the location of where your tree is planted in real life. This project garnered so much attention that it was picked up by mainstream media. Won the OMMA award for best virtual world project and was in contention for winning an award for American Express. The third speaker is Adam Sherk, Search/PR Strategist,
Building credibility in social media sites' communities take time. Also keep a check on links and traffic.
TV Guide promoted High School Musical 2. they came up with original and exclusive content for the film which was featured in an article. Word was passed through FaceBook etc. The outreach was a smash hit. Fansites and blogs picked it up too.
- 700% greater on the photo gallery
- 300% greater on Video
- 25% greater on page time
- 192% new visitors
- 1000% greater ratings and reviews
Second case Study: Comedy central
For this they wanted to create awareness about the politically-related stuff on Comedy Central. They already had a good following. As comedy book lovers adore the Green Lantern,we drew an analogy and linked it to the site. This stirred a lot of controversy which bred a lot of intensity. Keep giving your audience something to write about. Feed their hunger. Everyone is looking for interesting things to write about.
Third case Study: Living with EdFor this new HGTV TV show, the aim was to attract a new set of viewers that may have not watched the channel but used blogs, communities, forums etc. The biggest problem was that the first rank of “Living with Ed” showed “erectile dysfunction” and not television show.
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