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How Hits Happen or, What Was The Tipping Point? Dan Calladine. How Hits Happen – or, What Was The Tipping Point?. The eternal question Yes, you know it generated sales and hit the targets But how did it happen?. How Hits Happen – or, What Was The Tipping Point?. - PowerPoint PPT Presentation
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How Hits Happenor, What Was The Tipping Point?Dan Calladine
How Hits Happen – or, What Was The Tipping Point?
/ The eternal question/ Yes, you know it generated sales and hit the targets/ But how did it happen?
How Hits Happen – or, What Was The Tipping Point?
/ Advertising campaigns always start big/ Social media campaigns are less easy to control/ Often a story or idea will take a few days or weeks to take
off/ Different metrics are needed – mentions, authority
and pass alongs, not impressions & clicks
How Hits Happen – or, What Was The Tipping Point?
/ New tracking tools let us record these metrics/ These tools show us how stories, promotions and ideas
spread/ To measure tipping points I’ve looked at two stories and a
sales promotion/ I’ve used the buzz tracking tool Radian 6 to trace the spark
that ignited the story and took it to a wider audience/ (Other buzz tracking tools are available)
How Hits Happen – or, What Was The Tipping Point?
/ With big stories there is too much clutter to work through/ Too many simultaneous promotions to identify the key
spark/ I’ve looked at stories that did not become hits until they
had been in the public domain for a few days/ 3 Stories
/ Spotify & Universal Music/ Guinness is Good For You/ Catch a Choo promotional campaign
1 – Spotify & Universal Music
/ Universal Music announced on 10th August that they made more revenue in Sweden from Spotify than iTunes
Why did the story take 2 weeks to become a hit?
/ Only 25 mentions the day after the original story, including 22 on twitter
Original story
Search on ‘Spotify’ + ‘Universal’
Example of a tweet on 11th August
/ This user had 2,000 followers
/ Yet the story then ran out of steam
What happened on the 24th August?What happened?
Search on ‘Spotify’ + ‘Universal’
Mainstream media happened!
/ The Daily Telegraph featured the stat in a larger story about Spotify
The follow up
/ This was then featured in other large traffic blogs and by multiple tweeters
/ Many referred to the Daily Telegraph as their source
Lessons
/ A story or idea can disappear even it it’s strong/ It a story about your brand has disappeared, try to make it
part of a future news story or comment/ Mainstream media is still very important as a source/ When using twitter it’s not enough to have one person
tweeting once – try to orchestrate a campaign across multiple users
2 – Guinness is good for you
/ In November 2003 some American academics wrote a research paper, arguing that Guinness genuinely was good for you
/ This suddenly became one of the most-viewed stories on the BBC Website in July 2009 – why?
What happened to make this popular in 2009?
Search on ‘Guinness’ + ‘Good For You’
What happened?
High Traffic Sites
/ The influential financial site Motley Fool featured the story on it’s UK site on 27th July, as an intro to a story on Diageo’s profit figures
The link was then posted onto the Fodor’s Travel Forum
/ Hetismij, the poster, is a very well respected community member
/ He has started over 100 forum topics
The link was then tweeted
/ In all there were 126 mentions of the story on 29th July, making the story one of the most-read on the BBC site
Lessons
/ Something from the past can come back to haunt you or boost you
/ Stories spread well on sites with high authority/ Similarly, active community members with high levels of
respect and trust can spread stories well
3 – Jimmy Choo’s Trainer Hunt
/ On 9th April Jimmy Choo started a real-life game using twitter and Foursquare to launch a new pair of trainers
/ A representative moved around London, announcing when she entered a venue
/ If you caught her, you won the trainers
But why did it only become a hit on the 27th April?
Search on ‘Jimmy Choo’ +Foursquare
What happened?
In early – mid April it was featured in multiple fashion blogs
Plus some tweets from fashion & marketing people
But it was a post on Mashable that ignited the campaign
Mashable created…
/ 1883 re-tweets/ 1146 shares on Facebook/ 1146 ‘Likes’/ Multiple subsequent blog posts/ The story went mainstream
The story also went offline – the ‘hit’ is now the story
(She eventually got caught)
Lessons
/ Seed story to relevant target markets/ Also seed to larger media who may have interest in story/ High traffic sources can yield the best response/ Once it’s a hit, make that the story/ Learn, and repeat
Where to find me
/ [email protected]/ http://twitter.com/dancall/ http://digital-examples.blogspot.com/ http://digital-stats.blogspot.com
