Kim Kardashian proved to be the best traffic generator of the last week.
The famous pictures published by the Paper have indeed 6.6 million views, of which at least 5 million from unique users, to the magazine's website. In direct traffic only. On top of this, billions of impressions were generated on social channels, newspaper sites and other media.
Paper has not simply published the photos on its website, it also tweeted them. The tweets collected 7,993 retweets and 7,078 favorites on the social channel in a day, which increased to 76,000 retweets and 85,000 favorites the day after, when her husband retweeted them.
These set the record in terms of traffic generator for last week. It seems therefore that despite the critics, or perhaps exactly thanks to the critics, Kim Kardashan is the best traffic generator of the week. Let's see if it works with this blog page too...
Showing posts with label viral. Show all posts
Showing posts with label viral. Show all posts
Sunday, November 16, 2014
Sunday, November 09, 2014
Two Fairies Spreading Christmas Cheer
Marks & Spencer seemed to have hit the nail on the head with its new viral ad campaign for Christmas. The company revealed it was behind a new social media account featuring Two Fairies - the account has been granting wishes to people via Twitter in the spirit of the holiday season. M&S then released an ad featuring the Two Fairies, Magic & Sparkle, who are sent to spread Christmas cheer as they fly across towns.
I think this is an excellent use of social media and Twitter particularly, one that seems more authentic to the public and certainly appreciated by the customers. By using promotional spending on Facebook, Twitter, and Tumbler, instead of on celebrities (as they have typically done in the past), they are engaging customers more and embracing the holiday spirit. I also think that by doing unbranded random acts of kindness first helped to build the momentum, and allowed the movement to appear more of a goodwill gesture than a strict marketing campagin.
See more here: Two Fairies Spreading Christmas Cheer
I think this is an excellent use of social media and Twitter particularly, one that seems more authentic to the public and certainly appreciated by the customers. By using promotional spending on Facebook, Twitter, and Tumbler, instead of on celebrities (as they have typically done in the past), they are engaging customers more and embracing the holiday spirit. I also think that by doing unbranded random acts of kindness first helped to build the momentum, and allowed the movement to appear more of a goodwill gesture than a strict marketing campagin.
See more here: Two Fairies Spreading Christmas Cheer
Tuesday, July 08, 2014
How a simple tweet went viral, copyright protection and other things...
It’s a marketer’s dream to go viral, that too for free, however when I recently tweeted about my sister taking a selfie with one of Bollywood’s biggest superstars and globally recognized actress, Aishwarya Rai Bachan - it became front page news!
Within minutes the tweet had been retweeted multiple times and and favourited by many more. Fan clubs took the photo and tweeted it using their own handle. This led to gossip websites blantantly stealing the photo and uploading it onto their pages replete with articles about how Aishwarya was the new “selfie” queen and how she’d been bitten by the “selfie bug.” These were compeletely fabricated stories just to add grab more attention and eyeballs. I was absolutely taken aback by how viral the tweet had become. Had I known this easlier I would have done a couple of things.
1) If you take a photo with a celebrity or feel it has potential to go viral - make sure you put your copyright on it. Copyright rules state that the owners of the photograph can bring down a photo if not duly credited. Still, it will be difficult for you to get your photo off different websites and they will be willing to take it down if you simply have your copyright sign on it.
2) Copyright signs can be put free of charge using online software Ofcourse if anyone finds a app that does it for the phone even better.
Within minutes the tweet had been retweeted multiple times and and favourited by many more. Fan clubs took the photo and tweeted it using their own handle. This led to gossip websites blantantly stealing the photo and uploading it onto their pages replete with articles about how Aishwarya was the new “selfie” queen and how she’d been bitten by the “selfie bug.” These were compeletely fabricated stories just to add grab more attention and eyeballs. I was absolutely taken aback by how viral the tweet had become. Had I known this easlier I would have done a couple of things.
1) If you take a photo with a celebrity or feel it has potential to go viral - make sure you put your copyright on it. Copyright rules state that the owners of the photograph can bring down a photo if not duly credited. Still, it will be difficult for you to get your photo off different websites and they will be willing to take it down if you simply have your copyright sign on it.
2) Copyright signs can be put free of charge using online software Ofcourse if anyone finds a app that does it for the phone even better.
Monday, June 27, 2011
Social Networks and Word of Mouth (WoM) – a perfect marriage
Some history
A network is defined as a set of nodes and links. In the late 18th century Euler invented the field of network theory. For the following century and a half it remained in the realm of the abstract in mathematics departments. In the second half of the 20th century social scientist started studying social connectivity. Milgram’s famous six-degrees-of-separation experiment revealed how highly interconnected humans are. You can reach anyone else in the world following on average six links. Nevertheless, this average hides the fact that some people are “social hubs” and can link to anyone else in as few as 3 links and others are highly disconnected and need more than 100 links to reach anyone far away from their cluster. In the 90’s scientists started looking at digital networks. First they turned into the world wide web which is a highly tractable network where websites are the nodes and their links are the network’s links (a fact that Google uses in its search algorithm). More recently scientist turned their attention to digital social networks where people are the nodes and the friend connections are the links, Facebook being the largest social network today. In parallel, scientists have also studied the evolution of epidemics and spread of contagious diseases.
The connection to WoM
All this lines of research coupled with the internet revolution give rise to the opportunity to start studying Word of Mouth marketing in social networks. Network theory plus epidemics theory applied to WoM can provide huge insights on how messages (promotions, brands, product reviews, etc) spread in a social network (in the same way a contagious disease spreads). The first thing researches need is a map of the network (Facebook has it). Second, they need a way to track messages to analyze the “contagion effect”. Finally, researchers should follow the “touched” users to understand how they act on the message (e.g. do they talk about the product?, do they visit the brand’s website?, do they buy the product?) With this information marketers could leverage WoM much more effectively. In fact, current WoM services are based on artificial buzz generation (e.g. hired agents dropping messages) and sign-in communities that participate in WoM initiatives (e.g. SheSpeaks). The problem with the former is that the buzz is artificial and does not resemble the organic spread of messages. The problem with the latter is that it more a pool of people willing to participate in marketing activities and in that sense are more like a digital focus group instead of a real incubator of worth of mouth.
The opportunity
Given that the tools exist (network theory, social interaction theory, epidemics theory, and complex systems theory) and the current services for WoM do not capitalize on the full potential, there is an opportunity to study WoM on social networks like facebook and start offering a better service. For example, if you know which users are the “social hubs” for different products/services, so companies can know where to drop the message and what message to drop where.
A network is defined as a set of nodes and links. In the late 18th century Euler invented the field of network theory. For the following century and a half it remained in the realm of the abstract in mathematics departments. In the second half of the 20th century social scientist started studying social connectivity. Milgram’s famous six-degrees-of-separation experiment revealed how highly interconnected humans are. You can reach anyone else in the world following on average six links. Nevertheless, this average hides the fact that some people are “social hubs” and can link to anyone else in as few as 3 links and others are highly disconnected and need more than 100 links to reach anyone far away from their cluster. In the 90’s scientists started looking at digital networks. First they turned into the world wide web which is a highly tractable network where websites are the nodes and their links are the network’s links (a fact that Google uses in its search algorithm). More recently scientist turned their attention to digital social networks where people are the nodes and the friend connections are the links, Facebook being the largest social network today. In parallel, scientists have also studied the evolution of epidemics and spread of contagious diseases.
The connection to WoM
All this lines of research coupled with the internet revolution give rise to the opportunity to start studying Word of Mouth marketing in social networks. Network theory plus epidemics theory applied to WoM can provide huge insights on how messages (promotions, brands, product reviews, etc) spread in a social network (in the same way a contagious disease spreads). The first thing researches need is a map of the network (Facebook has it). Second, they need a way to track messages to analyze the “contagion effect”. Finally, researchers should follow the “touched” users to understand how they act on the message (e.g. do they talk about the product?, do they visit the brand’s website?, do they buy the product?) With this information marketers could leverage WoM much more effectively. In fact, current WoM services are based on artificial buzz generation (e.g. hired agents dropping messages) and sign-in communities that participate in WoM initiatives (e.g. SheSpeaks). The problem with the former is that the buzz is artificial and does not resemble the organic spread of messages. The problem with the latter is that it more a pool of people willing to participate in marketing activities and in that sense are more like a digital focus group instead of a real incubator of worth of mouth.
The opportunity
Given that the tools exist (network theory, social interaction theory, epidemics theory, and complex systems theory) and the current services for WoM do not capitalize on the full potential, there is an opportunity to study WoM on social networks like facebook and start offering a better service. For example, if you know which users are the “social hubs” for different products/services, so companies can know where to drop the message and what message to drop where.
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