How to Create a Fan-Fueled Frenzy Online

04/13/2023 www.meteorsolutions.com 1

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Beyond Ho-Hum Social Media Marketing: How to Create a Fan-Fueled Frenzy Online AGENDA Overview Choosing Your Target - Fans and Advocates Creating Killer Content Accelerating Distribution - Outreach and

Advertising Q & A

CONFIDENTIALwww.meteorsolutions.com

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Meteor Overview

The Leading Technology Platform for Measuring and Optimizing Earned Media

Experienced Team of Online Marketing, Games, and Technology Pros

Customers Include…


Online Marketing Is Changing…

04/13/2023CONFIDENTIAL

www.meteorsolutions.com4

Build Site and Create ContentBuy Ads

Tracking and Optimization

Tracking and Optimization

Today It Has to Be EarnedPaid Media

(Ads)Owned Media Earned Media

A Big Opportunity


Lots of Traffic

•15-20% of Unique Visitors from “Earned” Links

(source: Meteor Solutions)

Valuable Visitors

•1.5x – 4x Conversion Lift•Loyal Fans

(source: Meteor Solutions, Razorfish)

+

Growing Fast

•88% of links followed by 14-24 yo’s sent by friends

(source: Microsoft/Viacom)

+

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Golden Triangle

Audience

ContentPlace


Most Valuable Audience

Relevant, Useful, and Engaging Content

Most Active Sites and Communities

GOAL: Bring the most engaging content to the most valuable audience on the most active and engaged sites.

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How Social Marketing Programs Get Started

Defining Your Audience

• Identify Your Biggest Fans and Advocates

Create Content

• Content and Experiences that Delight and Engage

Facilitate Distribution

• Enable and Encourage Sharing via Niche Communities and Mass Social Sites

• Seed Content (when necessary)


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Connecting with Fans and Advocates


Serious Fan Advocates

Passionate about your brand, eager to share with others.

Committed to the cause, eager to make a difference.

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How to Engage Your Fans and Advocates

Recognize Their Contributions

Reward Them for It!

Give Them Tools to Spread the

Word

Make it Fun!


•Recognition• Public Acknowledgement, Counters, Stars, Achievements

•Rewards• Access, Special Content, Status

•Sharing• Facebook Connect• Twitter API• Email• Sharing Widgets

•Fun• Increasing Influence = More Recognition and “Richer” Rewards

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The Multiplier Effect

Fans and Advocates Share Through Social Graph

Larger Audience Connected to Fans and Advocates Pick it Up and Pass it On

Many More “Friends of Friends” Receive and Re-Post


100s 1,000,000s10,000s

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Impact of Individuals


153 more visits from one fanEmail

Blog 1

Blog 2Blog 3Blog 4Blog 5

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Creating Killer Content

Creative Approaches to Driving Engagement and Sharing Online

Steve Fowler | V.P. Strategy and Client Service [ayzenberg group]

ph: 626.584.4070 x25email: [email protected]


mailto:[email protected]

The greatest-impact use of all for Share Tracking technology is to build a sharing community hub right into your site itself.

This can only be done for sites that our agency is building from the ground-up due to its fully-

integrated nature, but it’s a great add-on we can build into any website concept we present to you.

On the Resident Evil 5 site, we’ve built-in a promotional application that incentivizes visitors to pass-along content.

Here is the viral area within the website, where we have a host of content that the community can look at.

Community Rewards

Instructions / Info about RewardsInstructions / Info about Rewards

Users can establish a user name login so to aggregate their efforts for when they come back again and again.

And they will come back again and again when we feed them with fresh content!

Here, members of the community can track how many pass-alongs they’ve done, as well as how what they’ve shared has become viral. When they get to a certain point of points (for each time someone they’ve shared with passes it along further), they receive rewards.

An interactive map lets them see how they’ve circled the globe with their sharing.

Rewards can be wallpapers, screen savers, or any other reward you can dream up. Bigger prizes can be a name in the game manual, autographed artwork, etc.

NET RESULT: In exchange for some very low-cost incentives and special content to feed the fans, a HUGE group of gamers will market your product for you!

http://tekken.namco.com/tournamentAyzenberg Group

NAMCOBANDAI | TEKKEN 6 | TOURNAMENT

http://tekken.namco.com/tournament

Ayzenberg Group

NAMCOBANDAI | TEKKEN 6 | TOURNAMENT



NAMCOBANDAI | TEKKEN 6 | COMMUNITY

Ayzenberg Group

http://twitter.com/tekkenbob

http://www.facebook.com/tekken

http://www.flickr.com/photos/namcotekken6/

http://twitter.com/tekkenbob

http://www.facebook.com/tekken

http://www.flickr.com/photos/namcotekken6/

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Syndicate and Publicize Relevant Content (even when it isn’t yours!) On Twitter– Post Links to Quality Fan Content– Follow Quality Followers– Re-Tweet Relevant Messages

On Facebook– Friend Your Biggest Fans– Post Relevant

On Bookmarking Sites– Link to Quality Fan Content Through Delicious,

Digg, etc.


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Discover and Engage in Relevant Conversations Monitor, Track and

Engage in Relevant Conversations– Free

• Google Alerts• BlogPulse

– Paid (examples)• Radian6• Visible Technologies


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Identify Potential Advertising Opportunities


Increase Advertising ROI on High Yield Sites

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Take-Aways Know Your Fans and Advocates

Recognize Them and Reward Them With Content They Want

Encourage Them to Share and Expand the Community

Complement What’s Happening Organically with Targeted PR and Advertising



Thank You!Please contact us with questions!

Ben Straley, [email protected]

c 206.859.3563Sales: (866) 677-0604

Steve Fowler | V.P. Strategy and Client Service [ayzenberg group]

ph: 626.584.4070 x25email: [email protected]



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How to Create a Fan-Fueled Frenzy Online