Advertiser Guide
Achieve Instant Marketing Results, Taping Into The Value of sharing across the Web
In our new world speed matters a lot. Things are changing so fast. Marketers need innovation that delivers on scale, and on speed.
Rishad Tobaccowala, Chief Strategy and Innovation Officer, VivaKi
The number one and most important crime against marketing is “Not spending 15% of your Marketing budget, every month, on experimenting with new techniques / channels / ideas.”
Our world changes at immense speed. Consistently allocate 15% of your marketing budget trying things you don't currently do, is a better way to ensure your relevancy and fat bottom-line.
Avinash Kaushik, Marketing guru, Digital Marketing Evangelist for Google
1. Why this guidebook?
To help advertisers understand what is Goodbuzz and discover the best ways to get rewarding results.
2. What is GoodBuzz?
GoodBuzz is a social marketing platform for savvy marketers to achieve instant marketing results, taping into the economic value of sharing across the Web.
Results are Instant, Measurable and Scalable.
It is easy to use, safe for brand, and delivers better marketing results.
3. How does it work?
Advertisers post their promotions, and deposit a tip for people who will help them spread their message.
The tip is an amount of money that will be shared among all the people who spread the advertiser’s campaign.
GoodBuzz uses an indicator "Tip per Lead" (TpL) to share the tip. A lead is a combination of two basic things:
a unique view of the campaign, and
a unique click on any link inside the promotion content.
More specifically, 1 lead = 1 view + 1 click. However a “view” represents only 20% of the lead and a “click” represents 80% of the value of the lead.
The promotions are lavishly displayed with posters, and easy-to-use tools for people to spread them. The main service we offer here is the ability to conveniently share the promotions on several social networks, and by email, and being able to track accurately the action of each supporter, distribute the tips, and prevent frauds.
A promotion should not last more than a month. Whatever happens, the tip is distributed at the end of the campaign. 100% of the tip goes to your supporters.
Your result doesn’t depend on how much money you have. For example, an advertiser can offer $50 tip and receive 300 leads, and another advertiser will leave the same amount of tip and receive 2000 leads, simply because people like more what he or she is doing.
4. What can you use GoodBuzz for?
You have an event to promote, and needs to make sure that you fill up the seats or maximize visitors. After you have sent your tweets, Facebook status updates and emailed your friends and contacts, you still can’t seem to fill up the seats. GoodBuzz could be the right solution for you in this situation.
You are an author or publisher, and have just released a book or a great content. You want to build a large awareness to launch; GoodBuzz could be the right solution for you.
You are a musician or artist, and you have just released your album or piece of art, and want to start your promotion, GoodBuzz could be the right solution for you.
You are a startup, and you have just released a new product, and would like to let a maximum of people to know there is something new and valuable in the marketplace; GoodBuzz could be the right solution for you.
You are a passionate designer, artist, artisan, or handcrafter, and you want the world to know about your talent and your work (photography, jewelry, pottery, quilts, crafts, home decor, furniture, tole painting, fiber art, and miniatures, etc.), GoodBuzz could be the right solution for you.
You are nonprofit, and want to leverage social medias and a grassroots network to spread the word about your activities and raise fund, GoodBuzz could be the right solution for you.
It is easy to use, safe for brand, affordable, and delivers better marketing results faster.
When traditional methods failed you, give a try to GoodBuzz.
5. How is GoodBuzz different?
GoodBuzz success comes from our unique insight into human nature, and our stance that social marketing has its own dynamics, and should not be wrapped in the old marketing clothes.
In fact, GoodBuzz is built ground up as a social game, intelligently using the most widespread social incentive system (tipping) to leverage the most widespread social behavior on the web: sharing.
So far, GoodBuzz is a game, where all players are uncertain of the outcome, but have a lot of fun playing. It makes you feel good, either as promoter or supporter.
6. What is the “Share value”, and how to tap into it with confidence?
a. Sharing is Big, it's the second largest activity on the web, and the most widespread social behavior
b. Sharing is now bigger and more powerful than friends, followers, connections, and is poised to take over search in the next years.
Facebook now accounts for 8.93% of all website visits in the US. All of Google’s properties including YouTube, Gmail, Google accounts for 9.85% – Experian Hitwise
In 2010, people spent nearly 25% of their time on social networks (a 43% increase from 2009) compared to only 3.3% for search, and 4.4 for web portals. (Nielsen)
As an advertiser, you might be where your customers spent their time.
c. Sharing is the heart of the Web
The average consumer mentions specific brands over 90 times per week in conversations with friends, family, and co-workers. (Keller Fay, WOMMA, 2010).
You want to be among the brands mentioned, do you?
When people share, they share their love for your brand, your product or service. What GoodBuzz is doing is to gives you a snaky way to accelerate this love affair, like does an invitation of a date to a great restaurant.
Unlike other social marketing solution, GoodBuzz masterfully separated itself from competition by leveraging a social incentive system (tipping) for social marketing, making advertisers and their supporters to feel at ease promptly.
d. Sharing has economical value
In a study conducted by social networking site myYearbook, 81 percent of respondents said they'd received advice from friends and followers relating to a product purchase through a social site; 74 percent of those who received such advice found it to be influential in their decision. (Click Z, January 2010)
A visitor coming from a social media site is ten times more likely to make a purchase online than an average visitor (Simply Zesty, 2010)
Majority of consumers (74%) rely on social networks to guide purchase decisions. (Gartner, July 2010)
GoodBuzz helps to close the gap between awareness and purchase
Eighty-three percent of online shoppers said they are interested in sharing information about their purchases with people they know, while 74 percent are influenced by the opinions of others in their decision to buy the product in the first place. (Manage Smarter, September 2009)
69% of Moms are likely to purchase a product based on what was heard through their online social network. (emarketer, 2010)
In the near future we will no longer search for products and services they will find us via social media. (Opinion from Socialnomics, August 2009)
e. I have a Facebook fan page, why to use GoodBuzz?
A recent ComScore Report discovered that the Facebook Newsfeed is the primary location where branded content is consumed. Users are 40-150 times more likely to consume branded content in the Newsfeed than to visit the Fan Page itself.
Unfortunately, only a tiny fragment (2.5% or less) of what a brand posts on a fan page reaches its fans’ newsfeed or profile page.
To get fast and better results, advertisers need to focus on the News feeds, and that’s where GoodBuzz step in with maximum efficiency.
f. I can share my own messages, why to use Goodbuzz?
43% of Facebook users who “unlike” or hide a brand do so because of too much marketing into their newsfeed. 41% of users who have unfollowed a brand on Twitter did so because they were over-marketed to – ExactTarget
You are not always the best person to push your message. Let people to it for you. First, they market you to themselves, then they market you to their friends. A Double win.
7. You are safe with GoodBuzz, Your brand too
It's your content that is shared, augmented with the social graph. Nothing more, nothing less. You want to be in control, you still are in control with GoodBuzz.
8. What works best?
Entertainment and education products perform very well. Also products that are mainstream (or could become mainstream), products that could be consumed or delivered worldwide do well too.
As most promotions are shared through social medias, we found out that the following list of products sold locally or worldwide work well:
- Clothing, Accessories, Shoes
- Art, handcrafts
- Jewelry
- Edibles, recipes
- Housewares
- Toys, Games
- Health & Beauty
- Music, Film & Video
- Books & Magazines
- Petitions, Political campaigns,
- Nonprofits campaigns
- Science & New Technology
- Business & Investment
- How-to contents
In fact, spreading news and promotions inside the above categories is perceived as adding value to the conversation on social medias, not spamming or pushing advertising.
9. What motivates people to share or click?
On social medias, like in real life, people think first about themselves. New products, special offers, gifts, coupons, educational or entertaining contents motivate people to share or click trough. (It’s worth reading this research paper from the New York Times on “Why people share”)
For better results, wrap intelligently your promotion in a copy that feature something new, educational, humoristic, entertaining, a deal, a gift, a special offer, etc.
10. How to craft your promotion campaign?
You might look at your promotion page on Goodbuzz as an external landing page for a new product announcement, an album or book release, a special offer or a deal, etc.
Catchy and factual title performs better.
Choose an appealing or original image to illustrate your promotion. Great image = lot of clicks.
For the content, short paragraph written in plain language, with limited verbose performs much better.
Write like if you were speaking to friends. Insert images, or link to videos, music.
Before people will trust you, and share you message, you might consider to answer immediately and convincingly the following 2 questions in the first sentences of your promotion description:
Who I am? (Like when you meet new people, the first thing you do is to present yourself, isn't it?)
Why I am here? (The second thing you are likely to say, when you meet new people, is why you are here, isn’t it? Tell people why you are doing this promotion, and why they should care about what you are doing. Get it?)
11. How much to tip?
Minimum tip to start a new promotion is $50. You could later add more tips to a running campaign. The hard truth is: there is no free lunch. A good tip will take you a long way.
Also, starting with a good tip helps your campaign grab immediately attention of supporters and it will be well positioned on the promotions marketplace.
12. How to get more supporters to spread your message?
The magic sauce here is a combination of what you have to promote and the story you tell people in your copy.
A promotion bundled with a deal, gift, special offer works better. Also, a humanly told story about you or your product has a great power to start conversation and spread well.
People spread what they love. Take a little bit time to tell your story and provide people with something they will feel smart sharing.
13. How to grow your followers?
Followers are people who love you so much that they instantly subscribe to your mailing list to receive automatic notification of any promotion you'll post on GoodBuzz.
We display on your profile a button your visitors could click to follow you. The more people visit your profile, the more followers you might have.
14. Why to start your own network?
Networks are like followers list, but offer more possibilities to engage them. People who join your brand network will be automatically notified about your new promotions on GoodBuzz. Network’s page also offer a discussion board where you can start conversation with your supporters, and educate them.
With followers’ list and brand’s network, every time you have a new campaign, you are sure you have a network of people who will back you. And, once your list and network are built, you don’t have to restart again. That is good!
15. How to work with independent networks?
Independent networks are made of people who are influential in a niche (book, jewelry, movies, IT, etc.) or people interested in some topics (Politics, travel, marketing, etc.).
There are many vertical networks, which have some policies and rules: they could be local, focused on a very specific interest, or request a minimum tip per campaign to spread advertisers’ promotions.
As advertiser, you can browse the list of networks and send your promotion to the members to consider. You should read carefully the networks description, before sending your promotion. You don’t want to ruin your reputation.
16. Other source of information
Additional information could be found on our FAQ page.
17. Contacts us
We love our partners, clients and users, and do our best to reply to you in less than 2 hours.
Contact us by:
- email: support@linkcrafter.com
- telephone:
- London: +44 20 8144 8669
- Palo Alto: +1 650 681 9805
- Vilnius: +370 60 86 82 27
- twitter: 4goodbuzz