The social media revolution is unstoppable, and it is touching, and changing everything. For Advertising, we are moving from “one to many” marketing to “many to many” marketing, which also means for marketers moving from “broadcasting” to “friendcasting”. Friendcasting is a new way to make your message delivered by the people who are the closest and most intimate to your target market. It’s a deep trend that has started some years ago but only now we are seeing its full expression. It Requires new way of thinking and new tools. During the presentation, you'll learn the basic principles to understand about friendcasting, and some tools and tactics to use successfully.

1. The new science of online Advertising: Friendcasting Presented by: Mawuna R. KOUTONIN, Founder and CEO of Goodbuzz.org

3. To boo, but with style

5. A central message A central message with only 2 keywords: Hope: A change we can believe in (USP) Possibility: Yes we can (Slogan – from the cartoon “Bob the Builder”)

6. Can we do it?

7. Audience segmentation

8. Vertical validation & transformation

9. Results > 7.000 variant of messages (A/B testing) > 100.000 user-generated events with 1,5 million fans 16 million email opt-ins 4 million donators 4,6 million Google blog posts > 5 million « friends » President of the United states of America

10. How He Did It Barack Obama had a gift, and he knew it. He had a way of making very smart, very accomplished people feel virtuous just by wanting to help Barack Obama. - Newsweek magazine

11. Tactics Make your message delivered. You are not always the best person to sell yourself Focus your marketing effort on how to recruit, involve and nurture your vertical ambassadors – make them feel good and virtuous by helping you Create and nurture communities Students for Obama (193,000) Joe Biden (171,000) Michelle Obama (142,000) Obama (120,000) Women for Obama (62,000) Boo with style (Be positive)

12. Illustration 2 Press Release Old model: You  Journalist  target audience New Model: You  your friends and connections  your audience

13. Illustration 3 Forum, Facebook, Linkedin, Ning, groups Old model: Register  pretend  spam  target audience New Model: Register  identify local influentials Send them PM  Influentials post on the forum about you

14. What to do?

15. The old model bug Lack of Trust

16. What to do? “Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does. Steuart H. Britt

17. To Boo with Style Casper used to scare people but got tired of it all

18. Friendcasting is about

19. What is “friendcasting” Friendcasting is to make your message delivered by the people who are the closest and most intimate to your target market.

20. Contrasting

21. Theories Micro-audience marketing Tribal marketing Grassroots marketing IRaaS™

22. Now, Boo me with Style Mawuna Koutonin Founder and CEO of GoodBuzz Email: mk@linkcrafter.com Twitter: 4goodbuzz Website: goodbuzz.org