Download - Social media - word of mouth course
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Word of MouthGuillaume Ereteoyou should follow me on twitter @ereteog
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Viral video
"A viral video is one that becomes that become popular through the process of internet sharing, typically through video sharing websites and email" Wikipedia
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How many of these videos have you ever seen?100 Greatest hits of youtube
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None?
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More than 10?
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More than 50?
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emotional intelligenceAbility to feel, identify and asses emotion
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Empathy & viral emotionscontagion and social synchronisation
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smile, laugh
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So sweetyProtect specieshttp://www.youtube.com/watch?v=cXXm696UbKY
http://www.youtube.com/watch?v=UjXi6X-moxE
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anger / fearProtect individual
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sadness / sufferingProtect individual
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Happyness, love, friendship, rire
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Be originalhttp://www.dailymotion.com/video/x17b6r_ma-valentine_creation
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"We are wired to connect"
Goleman
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Identity, membershipsentiments, opinions.
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Sharing feelings
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Sharing opinions
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Weapon of massive virality
Counter sens of natural feelings
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Surprise for lasting impression
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The key?understand the emotional engagement of your audience!
Emotion, Engagement and Internet Video [Bardzell et al 2008]
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how?listen and put yourself in their shoes
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Viral communication
ntime ntime
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Viral adsTarget your customers and use it!
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Self promotionsimilar to a brandhttp://www.youtube.com/watch?v=MytfhzcSF-Y
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messagesuse your community members to diffuse your message
Global Warming
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Business school
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Viral game
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Succes story made in Orange
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ComparisonLet people compare themselves
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Smart and simple viral campaign by IKEAEngage people!
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Make it interactivehttp://www.youtube.com/user/tippexperience
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So make it social!
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Social media influence
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71% of people share recommendations
The Razorfish Social Influence Marketing Report
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I want to go to the cinema
Which film should I watch
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Chain reactionLittle emotional drop
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A consequence
“Brüno so almost a 40% drop in ticket sales from Friday to Saturday, and lost even more steam going into Sunday."http://mashable.com/2009/07/13/bruno-twitter-reactions/
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A cause ;)Time thinks Twitter might be to blame claiming that "Brüno could be the first movie defeated by the Twitter effect."
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A causeif you combine the positive and anticipatory tweets (Loved It, Pitt was Great, Have to see it), the results are pretty mind-blowing — 78% of tweets approve of the movie. On the flip side, combining negative tweets (Not Tarantino’s Best, Unimpressed), you get a measly 8%." http://mashable.com/2009/07/13/bruno-twitter-reactions/
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A consequence"Quentin Tarantino's movie held fast after its $14.4 million Friday to finish the week end at $37.6 million "http://www.riskybusinessblog.com/2009/08/inglourious-basterds-twitter.html
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The Razorfish Social Influence Marketing Report
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Example of key influencer
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Example of social influencer
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Example of known peer influencers
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The buzz golden rule :
there is no rule!
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"Ségo is so funny!"
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"LOL! ROFL!"
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"ALLELUIA!"
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TO DO
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learn to use different social medias
• choose a subject to communicate on
• open a blog (wordpress.com, blogger.com, etc.)
• a twitter account
• a facebook fan page
• a youtube channel
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define and characterize the targeted community
• who (age, sex, profession, opinions, interests, etc.)
• where (facebook, blogs,niche networks, etc.)• vocabulary (search engine, goole keyword tool,
etc.)• Define the influencers (key influencers, social
influencers, known peer influencers)• Listen to this community ==> google alert, blog
subscription, forum subscription
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your word of mouth
• define the emotional engagement of your community
• which influencer are you targeting
• imagine a viral campaign (video, game, etc.)
• where and how to launch it.
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references
Emotion, Engagement and Internet Video
Goleman, D.: Social Intelligence: The New Science of Human Relationships
Fluent: The Razorfish Social Influence Marketing Report