Posts sobre Social Networks

Friends [with Benefits] Day: Best 2.0 Campaign

20 de December del 2009  |  Hay un comentario. Querés dejar el tuyo?

I would like to thank Punto a Punto for choosing Friends [with Benefits] Day as Best Campaign 2.0 of 2009. Honestly, I was thrilled about the news, especially because we were on the same short list as a Kadikard campaign created by an agency with quite a long career as Romero Victorica.

I already explained in detail how the campaign launching went, then I shared the case as an example of viral marketing on eBook format… And when I thought that was it with Friend’s Day [with Benefits] in 2009, I got such great news!

That working week was absolutely unforgettable. The project was devised in tandem with Denise and carried out promptly with the help of talented Guille in design and communication and the truly important collaboration of my buddy Mati Brasca as shorts director… And the results keep showing.

Unfortunately, I wasn’t in Argentina at the time of the award ceremony, but Denise represented us in a marvelous way. Here are some pics:

And by the way, July 19th is not that far! ;)

Case Study: Marketing Viral

23 de September del 2009  |  Aún no hay comentarios. Querés dejar el primero?

marketing-viralHere’s an example of viral marketing: Friends [with Benfits] Day – July 19th

The campaign resorts to the strength of Web 2.0 tools like Facebook, YouTube,Twitter and a web site that allows visitors to leave their comments in a blog-like manner.

Furthermore, we boust media management, catching the attention of different means of media and to complete the actions, the event “Friend [with benefits]’s Night –a party with the benefit of touch” took place.

Denise and I developed a 15-page ebook where we go deeper in details on this example of viral marketing, the elements used and the way they were employed, and by the end, we add our conclusions on the case. We drew on Google Analytics, YouTube Insights and Facebook Insights, among other sources.

The Friends [with Benfits] Day – July 19th was made on July 2009 and it took only a production week (experience I’ve already commented on here). Today it has over 16,000 fans on FB and it has already brought about positive results to the advertising brand (La Boutique del Placer Sexy Webshop) when it comes to B2C communication.

Short comic videos were used as virality triggers. This is one of them, where people are asked, “What is the typical excuse to call a friend with benefits?”

The ebook (in Spanish) is available on Scribd under a Creative Commons licence: Viral Marketing case: Friends [with Benefits] Day

A second edition of the Friends [with Benefits] Night has taken place and others will surely be coming soon. Next year, the campaign will be taken up again around June.

The Friends [with Benfits] Day can come true!

Friends [with Benefits] Day – Day 13

21 de July del 2009  |  Hay 2 comentarios. Querés dejar el tuyo?

It was just 13 days ago that I met up with Denise and Guille to decide whether to go on with the Friends [with Benefits] Day project or not. Luckily, Matías –friend and ex-classmate in the Japanese class– liked the idea of making a bunch of videos on the activities, and that was just what we needed to get started.

Rodrigo lent me his brand new little camera and the next day, taking advantage of a beautiful winter day that made people from Nueva Córdoba go and drink mates out, we began recording interviews at El Buen Pastor. Meanwhile, Guille was working on the initial site designs, drawing on some interface sketches I’d made where the YouTube video player and the comments people might leave had priority. The outcome was an isologotype and an image for the project, both matching perfectly. Also, a registered and active domain pointing to a Facebook Page, plus a good number of interviews we had gotten thanks to the help of Gisel.

During the following days, we worked hard to get the site done, recording more interviews and filming raw shorts in my apartment (where I played the role of actor) and in Nati’s, a friend of Denise’s. We spent a day sketching the site in CSS and XHTML, then implementing it on a WordPress modification. Spent a night, working with Guille until 7.30 am to finish implementing the graphic design… In the meantime, the Facebook Page was getting around a hundred fans, without us even having launched the site. We then saw for ourselves that the idea was a good one.

The weekend rounded up with a sleepless night editing and compiling the videos, and a day struggling to achieve good quality videos to upload to the YouTube account. Finally, we launched the site on Monday 13th at 11pm. By that moment, the Facebook site was counting over 400 fans.

That week flew by and the move grew vertiginously with numerous appearances on media and blogs. We got to Thursday with 1300 fans and closing a deal with the people of Ríe Catalina to hold an event on Saturday night celebrating Friends [with Benefits] Day. By the day of the party –which was a complete success– we had over 100 comments on the site and over 2500 fans on Facebook.

A bit of calm at last to let me write a post on this… It was Tuesday… and there were some 3800 fans on Facebook.

The original idea we had with Denise at the moment we created the concept was –apart from generating such an impact for La Boutique del Placer – to learn about social networks and their use in viral marketing. We applied a great deal of our knowledge and experience… Well, we are still actually doing that… Quite an experience it was! There will surely be more posts on the topic. And I’d like to invite all of you to leave your definitions, excuses and stories on the Friends [with Benefits] Day site and comments on this blog :)

Crecimiento Viral VS. Crecimiento Orgánico

10 de July del 2008  |  Aún no hay comentarios. Querés dejar el primero?

Viendo la excelente presentación “Best Practices for Spreading Your App without Ruining the User Experience” en Google I/O encontré un poco de claridad en el concepto de crecimiento orgánico en la web, siendo este comparado con el modelo de crecimiento viral que se viene experimentando en los últimos años. Particularmente, lo aplican a como se pueden distribuir aplicaciones en el entorno de OpenSocial, pero también es aplicable a otras cosas.
Para presentar el concepto comienzan con la siguiente frase: “Antes de crear un modelo de negocios, asegúrese de tener un modelo de placer”. La idea se refiere a que nuestro modelo de negocios debe ser amigable para el usuario. No solo debemos concentrarnos en que el usuario utilice nuestro desarrollo… sino que también… en que lo disfrute.

Primero… Pensemos sobre los diferentes modos que hay en la naturaleza para reproducciones.

  • Virus: En forma de enfermedad, lo que hace es reproducirse de forma forzada en un organismo huésped y luego contagia a otros.
  • Plantas: Desperdigan cientos de semillas en el aire, sabiendo que solo muy pocas florecerán.
  • Mamíferos: Tienen pocas crías, pero se concentran en que crezcan fuertes y sanas.
  • Futas: Tienen su semilla, la envuelven en algo delicioso, esperan que algún animal las coma y las lleve a otro lugar.
  • Otras frutas, como las Frutillas: Su planta desperdiga raíces por el suelo, generando nuevas plantas.
Entonces, podemos encontrar algunas formas de como se desperdigan las aplicaciones y busquemos similitudes a estas formas:
  • Invitación forzada – Viral
  • Crear incentivos para realizar invitaciones (por más que molesten a otros usuarios) – Plantas
  • Instalar la aplicación luego de probarla – Mamíferos.
  • Invitaciones de persona apersona
  • Boca en boca, uno le cuenta a otro.
  • Invitaciones con significado, no masivas – Futas
  • Transmitir las actividades, contar lo que se hace y esperar que otros lo hagan. – Frutillas
  • Listar en directorios – Frutillas.
Si solo nos concentramos en difundir la aplicación de forma masiva, lograremos esto pero el usuario dejara de usarla rápidamente. Si nos concentramos en que la aplicación genere una buena experiencia para el usuario, esta tendrá un crecimiento más orgánico y el usuario la utilizara por mucho tiempo.

Veamos esto en graficas. Andrew Chen demuestra esto en lo que el llama “Jump the shark”, realizando un estudio muy interesante sobre el marketing viral que se dio en el caso de Facebook. En este caso la aplicación se dispersa de forma rápida, quizás por ejemplo, forzando que cada usuario realice invitaciones a todos sus contactos. Como genera descontento en los usuarios, rápidamente, dejan de utilizarla.

Que aprendemos de esto?: Si tu aplicación se comporta como una enfermedad, generaran anticuerpos para combatirla.

Por otra parte… tenemos el crecimiento orgánico. Buenas aplicaciones, con formas de dispersión no invasivas ni agresivas.

Para resumir un poco la idea:

Crecimiento Orgánico:

  • Nutre a los usuarios, asegurándose que cada uno tenga una buena experiencia.
  • Las invitaciones tienen algún sentido, y van con regalos.
  • Se concentran en que los usuarios sigan usándolas.
Crecimiento Viral:
  • Se dispersan de forma de epidemia.
  • Invitaciones forzadas.
  • Se concentran en el número de instalaciones.
Me parece un concepto muy claro aplicable a muchas de las técnicas necesarias para difundir las aplicaciones en redes sociales. En esta misma presentación se encuentran tros onceptos interesantes. Realmente, un placer tener las conferencias de Google I/O!.
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