Viral & Social Marketing

Viral & Social MarketingJanuary 16th, 2017

Jan 15th-17th 2017

Discovering New Products & Services

1. Kickstarter / Other Crowdfunding Sites

2. Twitter

3. Reddit

4. Pinterest

5. Deal Forums: FatWallet, Slickdeals, etc.

6. Personal Text / Email / Facebook Post

7. Digital Marketing Forums (For B2B Services, etc.)

What does everything here have in common? No dependence on Google!

Show of hands: Have you ever heard about a new product or service from …

Today’s Focus

#ASW17 @LinkConnector #ReviTrage

Reddit - Several content-based sub-reddits are great channels for discovery

/r/SkincareAddiction: 237K Subscribers /r/PersonalFinance: 8.6M Subscribers

/r/WebHosting: 12K Subscribers /r/Fashion: 73K Subcribers


Reddit – Deal focused sub-reddits are also extremely active

/r/BlackFriday: 237K Subscribers /r/Deals: 12K Subscribers

/r/Coupons: 12K Subscribers /r/DealsReddit: 46K Subscribers


Reddit – Case Studies

MyProtein.com

Deal: 33% Off All Protein Powders

Run-Time: 7 Days

Total Revenue: $25K

Lenovo.com

Black Friday Deal: 40% Of Most ThinkPad Laptops

Run-Time: 1 Day

Total Revenue: $4.3M


Twitter – Understanding the Algorithm

What the algorithm DOES NOT like:

What the algorithm DOES like:

• Affiliate Links• Redirects & Shortened Urls• Tweeting at a high frequency

“spammy” rate• Low follower count• Low tweet count

• Direct links• A normalized frequency of

Tweeting• High (active) follower count• High tweet count – with

matching engagement metrics


Twitter – “Hyper”-local Marketing

Case Study:• Charlotte Russe launched a

brand extension in October 2015 • Lemonpop Stores were located

in only 5 cities• City-specific hashtags were

used to target potential customers for a “brick & mortar only” sale as well as build customer awareness


Twitter – Keyword Marketing

1. Build up a following2. Stay active3. Understand the

algorithm4. Keywords will begin to

rank high for long periods of time (sometimes even days)

#backtoschool - #2 Spot#lifting - #2 Spot

#protein - #1 Spot


Coupon Code Attribution

• Empowers performance for not only Coupon affiliates

• No click, no cookie required

• Enables customer acquisition in ways never before possible for affiliates• Reddit, Twitter, Billboards, Seminars, TV

• Transparent exposure of brands in relevant social moments

• Attribute conversions to specific social channels

• Automated reporting for Retailers & Affiliates


Global Golf Case Study

June–August 2015June–August 2016

“In 2016, over 5,000 sales resulted in more than $600,000 in additional revenue through Naked Coupon use with ReviTrage alone.” -Global Golf

Cross Platform Tracking


Tips For Maximizing Any Social/Viral Promotion

• Have patience: It takes time to build up credibility and gain a high Karma score. Keep at it and the payback will be substantial

• Don’t be too promotional: Like any other method of promotion (email, blog entries, etc), there should be a good mix of promotional vs. non-promotional posts with a cadence that doesn’t overwhelm the audience

• Timing is everything: Try to avoid “crowded” or competitive times, and make sure you allow enough run-time for promotions to pick up steam (typically 30 days)

• Keep it simple: Promo codes for social promotions should be something like SAVE10, not 4M9K2&Q9Z

• Expiration dates: Without such, you risk that Google will index the code long after it expires resulting in customer service issues.

• Multiple codes: This is an easy way to track different social channels (e.g., TWITTER10, REDDIT10)

• Deal consistency: Any deal promoted in social / viral channels must be as good as such that are publically available.

• Boundaries: Don’t overstep boundaries of other departments (social may have their own calendar)

• Empowerment: Provide your affiliates with tools that facilitate customer acquisition and ultimately greater revenue through their social outlets


Why You Shouldn’t Overlook Viral & Social As Part Of Your Marketing Mix

• It’s an alternative to Google!• It can be very cost effective channel – even free in many cases• With a fraction of what you pay for SEM, you can have a

massive impact • You have the opportunity to directly engage with new &

existing customers• You can execute a promotion very quickly • It’s on your own terms - You control the copy and content

without relying on partners to “get it right”


THANK YOU!

Nick AndrewsCEO & FounderReviTrage, [email protected]

Tara McCommonsVP Sales & MarketingLinkConnector [email protected]


Business

Viral & Social Marketing