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Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

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Page 1: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content
Page 2: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

Playbuzz network . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

More than

Publishers

Users Acrossthe Network

Publisher on Facebook

Page 3: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

New contentconsumers were bornin recent years

Page 4: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

They’re alwaysThey check their smartphones

timesper day

Source: Entrepreneur, June 2014

Page 5: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Of the time wewatch TV, we alsouse another deviceWith asmartphoneWithPC/Laptop

Source: GiGAOM , Aug 2012

Page 6: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

Don’t readfull articles

Don’t scrollat all

Publishers find itvery difficult to keepthem around

Source: Slate, June 2013

Page 7: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content
Page 8: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

A new breed of publishers has emerged

Page 9: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

Owned Channels Stats

Mobile

>age 18

Publishers

80MILLION

USERS/MONTH

5,000+SITES

USA

Page 10: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

REVEALFORMATIMAGE

Page 11: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Content embedded on multiple websites

Page 12: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content
Page 13: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

Source: The Whip, January, 2015

Ranked top publisher on Facebook 3 months in a rowHighest percentage ofengagement per item

Page 14: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

180,000,000

160,000,000

140,000,000

120,000,000

100,000,000

80,000,000

60,000,000

40,000,000

20,000,000

0Q1 Q2 Q3 Q4

Users

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Traffic growth over time

Page 15: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

Publishers use forEngagement

Monetization

Newproduct

Pageviews

Virality Time spentonline

Userexperience

Partners’content

Adimpressions

Nativeadvertising

Page 16: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

How we grew from

monthly active usersin 10 months

Page 17: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

Invested in growing FB users

Targeted the right audience

Created tailor-made content per segment

Invested in each segment to promote on FB

Posted content on

Identified relevant audience on Twitter to engage with our contentResult:We grew from 0 to 15,000 uniquevisitors in January, 2014

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Initial testing

Page 18: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

And then it happened…

Page 19: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

Feb26, 2014 - Feb26, 2014

Feb27, 2014 - Feb27, 2014

After

Before

And then it happened… . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Page 20: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

At the time, we had in-house content creator

5 days after this post was published, more than people published content on Playbuzz

Those 200 articles brought in million unique visitors in March

Those 13 million brought new authors

By the end of June, we had million unique visitors,and over 10,000 content creators

The content mania chain reaction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Page 21: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

3 Primary Growth Hacking Tactics

Leverage Facebook, Google, WordPress and others to

their FULL extent

Consider every aspect of your user flow in light of its overarching objective

Optimize manually before enforcing

automation

Human 1st, Machine 2ndEmotional FlowEcosystems

Page 22: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

Don't focus only on the immediate value generator

Ecosystems can’t be broken

The scale effect - whole is larger than the sum of its parts

Ecosystems

Page 23: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

The emotional flow

Don’t copy!Be inspired…

Look for the essence,Not the symptom

Find youroriginal voice

Page 24: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

Our original voice

Introspective The narrativeapproach

Situational

“football”

Meaningful

reward

Page 25: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

Copycat? Not all cats are the same

Page 26: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

Try before you build A/B testing is SO web 1.0

Automation modelled after tested concepts

Page 27: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

we did to continue to every day

Page 28: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

Create your own buzz

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

The “empty format button” hack Create your own

buzz

Page 29: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Less is MoreAfterBefore

Page 30: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

Titles & Thumbnails – Test and Tweak . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . What is your true

personality?What is your subconscious personality?

How high is your anxiety?

Can you actually pass an anxiety screening test?

12% 16%

10% 18%

Before

BeforeAfter

After

Page 31: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Don’t readfull articles

Don’t scrollat all

Choosing the right format

Page 32: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

?

7 Fascinating Facts About Elvis

Snackable, interactive storytelling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

1

Page 33: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

? ? ?

7 Fascinating Facts About Elvis

Elvis was a natural blonde.His familiar hairstyle was dyed, beginning back in high-school

Snackable, interactive storytelling

Page 34: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

Paul Newman James Dean John Lennon Gandhi0%

5%

10%

15%

20%

25%

Share Rate

Share rate optimization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Average Share Rate: 12.5%Who were you married to in your past life ?

Page 35: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

Paul Newman James Dean John Lennon Gandhi0%

5%

10%

15%

20%

25%

Share Rate

Share rate optimization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Average Share Rate: 18% (12.5%)

Al Capone

Who were you married to in your past life ?

Page 36: Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content