January 2010

" FROM 0 TO 4.8 IN 1000 "History of a social marketing strategy at the cost of implementing zero

ISSUE N ° 3 BLOG MARKETING

(Reading time approximately 9 minutes)

DEDICATION: This post of my Marketing blog is dedicated to all those who, when I enter a classroom, look at me as if I were a carrier of "bad" simply because I teach, I create and implement marketing strategies. To these people, who sit comfortably in their chairs they think of saving the world while doing nothing and feeling of being all, I wish to understand human thought and reflection. This blog
is also dedicated to the best professionals with whom I have ever worked, for showing me that working for free is not in any way imply a lowering of production quality, and for teaching me that when you believe in a project, nothing can stop him.
the beginning, and the second that you're going to read what follows, I wish you good reading.

seems the parameter of acceleration of a sports car or a jet, in fact I'm talking about the performance of display ads of the campaign "I WANT / THE FIGHT" © published on youtube.com last 10 December.
's right, I mean the results of the marketing strategy at the cost of implementing zero in 4 days and 8 hours brought the views of the spot from 0 to 1,000!

This is the first case history of this blog, the author of the strategy I am, and all the data given below are true and verifiable.

As I wrote in issue 1 of this blog, the numbers are not just numbers but people. In other words I would like to emphasize how many people have come in contact with the message of an important office in a matter of hours.
Here are the most important events of the strategy and what happened in reality:

May 2009
Creo's strategy and dissemination to all staff members of "I WANT / I FIGHT" ©, a leading minidossier of nearly 10 pages during a staff meeting. At that time I explain the strategy in every small detail and coordinate all activities of the volunteers, from the standpoint of strategic, logistical and procurement of technical materials.

June 10, 2009 (- 6 months)
I create a personal account on Facebook, which at 12/10/2009 (launch day) had 315 friends. Through the account I invite my friends to read the first image of the advertising campaign, warning them that Dec. 10 would have been put online the official spot of "I WANT / I FIGHT" ©

July 10, 2009 (- 5 months)
The spot was shot ... finally comes also the product of spreading the message of the campaign

November 10, 2009 (- 1 month) is created on youtube.com
the official channel of emacaluso.com on what would have been released on video. The inception of emacalusochannel © coincides with the introduction of on-line teaser spot. This information is being relaunched at the same time: emacaluso.com, facebook.com and through the official newsletter of the "CREW" (the official fan club of the protagonist of the spot).

November 25, 2009 (- 15 days)
is put online the official trailer of the spot. This news and activities of call are spread simultaneously: emacaluso.com, facebook.com, official newsletter of the "CREW" © and through a press release issued to major local newspapers.

1 December 2009 (- 10 days)
is created on a facebook.com group dedicated to the campaign "I WANT / THE FIGHT" © that within 24 hours has more than 200 members, the well 301 day of making on-line.

December 5, 2009 (- 5 days)
countdown that begins in 5 days later saw the dispatch of a virtual card promotion for members of the official group, to my personal profile on facebook.com and for members of the official fan club of the protagonist.

December 9, 2009 (- 24 hours to publish the video) is sent
the last "countdown card", the press release is issued and at the same time they are alerted through social networks, the "CREW" © and all members of the list of staff personnel. All this happens before 11 am in order to facilitate any entries in print by the newspapers.

Thursday, December 10, 2009 at 00:01 (time of launch)
The video was released, while the news is revived through all distribution channels previously established.

CONSEQUENCES OF STRATEGY AND RESULTS:
- First 10 minutes on a weekday, from 00:10 to midnight, 36 people watch the commercials Official "I WANT / THE FIGHT" and start © to post it on their personal facebook.com
boards - First Time:
57 views - 12 hours: 151 views
- 23 hours: 302 views

Unfortunately, the twenty-third hour, we realized that the counter displays youtube.com be damaged. After a quick search on the blog segment, we learn that about 300 views a day, free accounts (ie unpaid) tend to "hang". Some people think it is a strategy youtube.com to increase their paid accounts. And so even at 24 hours after its launch, internal statistics account worked, but not visible to everyone. So we decided not to destroy but to obscure the video already online and republish it again. Unfortunately, however, due to high volumes crashes all the time.

NB. The data that we present in this blog are taken from the internal statistics account.

After 23 hours and 15 minutes, while we monitor the web, we run into the first spot plagiarism. Let me be clear, have a rip-off a few hours after putting on-line is also a positive sign in terms of attention to the product. However, the bad taste of plagiarism, lack of assembly capacity, combined with the offensive message of plagiarism itself, lead us to move towards the author. With two phone calls and the interest of a friend of mine, a professional public relations, not only have we stopped and identified the author of plagiarism, but we also forced to write a public letter of apology. Emergency and then returned.

- 24 hours: 322 views
- 48 hours: 518 views
- 72 hours: 703 views
- 96 hours: 930 views
- 104 hours (4 days 8 hours): the share breaks 1,000!

ANALYSIS AND CONCLUSIONS:
give an opinion in relation to a marketing strategy is never easy. E 'must exit from the simple logic of numbers, especially in view of a video product, and get a view of the whole wide and tied to the concept of future development opportunities.

Media & Press: What is striking, analyzing the results the media, is the interest that has developed around this initiative and that in terms of potential scenarios opens technical and strategic possibilities almost endless. The return in terms of printing, has seen strong interest from television and radio programs, in which it will develop the project in the weeks following the publication of this post. Warm hospitality of the press, perhaps because of the difficulty in promoting a dynamic product on a support outdated and static.

Web Statistics: According to web statistics, nearly eighty percent of people who have seen the video viewing the web page devoted to the campaign, demonstrating that the video has developed a strong interest towards the initiative is linked to. Interesting given the web of flows on all platforms involved in the strategy. And 'necessary that the flows have moved evenly between all sites and social networks included in the strategy. "No diamond, but an army compact" as the Duke of Wellinghton said, in other words, the user has decided to visit and use all available platforms, with a time lag is so short as to suggest the birth of a phenomenon of interest "that has flooded the flow of personal information. Also interesting is the data showed
dall'approccio video. The creation of a "world premiere" of 24 hours is be considered a success, however, the "virtual ambient" on which the video was uploaded, the user has the freedom to get the product "late", without the risk of losing it. This information should give pause to those who base much of their core business on the web events would be a mistake to think that users would use the web as professionals. Trivial ... but absolutely to be taken into account.

People Action: If are the emotions that move the world, says an old adage that teachers are using marketing levers to explain the psychological buying, it is clear that the videos were very excited. Were more of 50 persons who have voluntarily "posted" the video in the first 72 hours and over 80 in the subsequent 100. The data is read by taking into account the pattern of flows on the web video platform, in other words, you have to keep in mind that the data in "escalation" has perfectly followed the trend of visits to the web site of the Campaign and where on the page The video has been uploaded. All mail received over 150 comments made on various platforms and did not relate solely to the liking of the video, but contained within them sentences that made me understand that the message behind the project has arrived. This has increased the effectiveness of diffusion obtained by indirect through the actions of those who have been transformed from "supporters" a "speaker" of the initiative.

Video Shots: Specifically, 1,000 views a video of just over 4 days with a zero-cost strategy to implementation, it is undoubtedly a positive result. It 's true, the number of views this is the most obvious and impressive from supporters and users, but the real challenge was to create a movement that touched interest, sales without spending even a Euro. The result of which I give account to help you resize the results of those with greater financial resources obtained similar results to ours. It is no secret that despite the video has not been widespread or from a network or from a production company official, the performance achieved have annihilated many of the subjects mentioned above. Make a search by the way, you also analyzes the data I could find, and if you will, please contact me with an e-mail and compare them together.

Thank you for your precious attention and see you soon.
Emmanuel Macaluso

Here are some links mentioned in your post:
- If you want to see the official video for "I WANT / I FIGHT" © http://www .youtube.com / watch? v = fedlCH-jgek
- If you want to read the web page of "I WANT / THE FIGHT" ©: http://www.emacaluso.com/web% 20pages/iwantifight.html
- If you want to know More on "FACTORY PERFORMANCE © http://www.emacaluso.com/web% 20pages/factoryperformance.html
- If you want to see" EMACALUSOCHANNEL "© http://www.youtube. com / emacalusochannel
- If you want to join the group "I WANT / THE FIGHT" on Facebook © http://www.facebook.com/group.php?gid=159054687818&ref=ts
- If you want to visit my website as an athlete http://www.emacaluso.com
- If you want to become my friend on Facebook http://it-it.facebook .com/people/Emmanuele-Macaluso/100000025638497

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