News, Trends & Social Media Superstars- My Pubcon Vegas 2012

1. News, Trends &
Social Media Superstars
David Mink, CEO
david@avalaunchmedia.com
@dmmink

2. Leveraging Social Media
Superstars
Through Video
YouTube reports 4
billion+ daily video views!
Average U.S. internet user watched
23.2 hours of online video
comScore study for Dec. of 2011
@dmmink

3. Images Are Shared More Than
Video
Images Shared
Effect More
X 10 more
According to StruckAxiom
than
@dmmink

4. Why Images Are Shared More Than
Videos
Effect vs.
• People aren’t sure what the video is
before they click it
• Unknown time commitment
• Not sure if they’ll want to share the
video
@dmmink

5. So, Can You Combine The Two?
GungHo Case Study (h/t NewspaperGrl)
+
@dmmink

6. GungHo Case Study
•Founder Danny Mason wanted to
use social media to launch GungHo
•Hired Plaid Social Labs to find the
right YouTube celebrity to influence
men and women equally
YouTube Channel
•Found Charles and Ally Trippy “Internet Killed TV”
@dmmink

7. Charles and Ally Trippy
The Deal:
Trippys agree to do a video
review
GungHo agrees to give away
@dmmink

8. The Strategy
www.gogungho.com/trippy SHARE FUNNY NINJA PICTURE
@dmmink

9. The Results
69K hits within a few hours
First 500 samples were gone in 23 minutes
5,700 bought or got a free sample
@dmmink

10. The Results
Buyers
Femal
e
59%
Men
Women
80% of the women added a personal
endorsement where as only 5% of the
men @dmmink

11. The Results
1300 new followers
1100 new fans
5778 image pins before
GungHo
turned off the offer
@dmmink

12. “Newsjacking”
Book Title provides a pretty great definition:
Newsjacking: How to Inject Your Ideas into a Breaking
News Story and Generate Tons of Media Coverage
@dmmink

13. Example: JetBlue’s Election
Protection
Capitalize on the Presidential
Election News
After November 6, 1000
winners will be chosen and
flown out of the country
@dmmink

14. Case Study – iPhone 5 Release
Huge News Opportunity
• iPhone 5 Pre-Order Sold Out 20X Faster Than 4
And 4S
• *Over 2 million people pre-ordered the iPhone 5 in
the first 24 hours
• Apple sold 5 million iPhone 5’s in just three days
@dmmink

15. The Strategy
•Leverage iPhone 5 Buzz
•Find a unique angle (h/t to @lukealley)
•Create “the news”
•Find an influencer to seed the content
•Promote the content socially
@dmmink

16. Cost of the iPhone 5
@dmmink
@dmmink

17. The Results
Published by
A few hours later published by
Followed by and many others
Inbox full of authors and editors requesting notice of our
next infographic.
@dmmink

18. Newsjacking Tips – Google
News
1. Google News – look for headlines in your industry (great
way to find the publications and blogs considered
authorities in the space)
2. Respond with unique content (blog post, infographic, video,
press release, etc.)
3. Share and link to it (push Google+ to position yourself
ahead of the coming search traffic surge)
@dmmink

19. Newsjacking Tips - Twitter
1. Followerwonk.com let’s you search profiles
and provides insight as to a person’s
“influence”
2. Retweet their posts.
3. The follow them.
4. Then direct message them something
friendly or complimentary.
5. Finally, let them know you have something
their readers would like and ask if you can
send it to them.
@dmmink

20. PR Tip - Local
1. http://www.statenewswire.net/newsreleas
es/
2. Both print and broadcast media.
LOCAL 3. It’s inexpensive!
4. Big wins with newspapers, magazines,
and television!
@dmmink

21. Thank You!
David Mink, CEO
david@avalaunchmedia.com
@dmmink
The End