10/16/2009

1

Viral Marketing Gone Wild

Creating Content That Get’s Passed

Along.

Viral Marketing Efforts

• Victoria’s Secret “Pink”

• Home Goods

• Big Rock Micro Brewery

10/16/2009

2

PINK•Pink Nation

•Style Guides

•Videos

•Shopping tips

•Membership Site

Home

Goods•Customer bloggers

•See what others have

found in our stores

•Thought Starters

•Special promotions

•Facebook Fan signup

10/16/2009

3

Big Rock Micro Brewery

•Online Video

•Events

•Recipes

•Microblogging

•Bookmarking-

StumbleUpon

•Photo Sharing-Flickr

•Social Networks

•Voting-Digg

The Elements of a Viral

Marketing Campaign

10/16/2009

4

Tap Into The Emotion

(Make Them Feel Something)

•Love or hate

•Idiot or genius

•Talk about me!

Simple, Consisting of Only One

Idea or Thought.

Do something remarkable!

10/16/2009

5

A Unique Message, not

advertising.

It’s not about you!

A Viral Message Must Be Worth

Passing On!

Make it a contagion!

10/16/2009

6

Viral Marketing Is Flawed

In the old world of marketing, viral

marketing was more of a side-effect

rather than a direct goal.

Coming Up With An Effective

Message Is Difficult.

10/16/2009

7

No Real Way To Test The

Effectiveness of The Campaign.

Broadcasting The Message BEFORE

It Became Viral Was Incredibly

Expensive and Difficult.

10/16/2009

8

Meanwhile, In The New Normal.

See �You In The Next Video

10/16/2009

9

What If I Captured The Power Of

Social Media and Used It To Promote

My Business?

• My Legions of Terror will have

helmets with clear plexiglass

visors, not face-concealing ones.

• I will not interrogate my

enemies in the inner sanctum -- a

small hotel well outside my

borders will work just as well.

10/16/2009

10

Social Media Solves Many of The

Flaws of Viral Marketing

10/16/2009

11

Just a Sample Of What’s Out There

10/16/2009

12

The Currency of Social Media Is

Authority

How to Build Authority

• Sandwich your viral messages with helpful

content.

• Consistently have something of interest to say.

• Have discussions with those who are

“following” you.

10/16/2009

13

Know Your Market

Know Your Market

• What do they wear?

• Where do they work?

• What problems are they facing?

• What makes them laugh? What makes them

cry?

• What do they fear?

• What do they want?

10/16/2009

14

Develop Your Message

Know Your Audience!

10/16/2009

15

Scare Them Or Tempt Them

Stick To The Rules Of Viral

Marketing!

Interesting, Simple, And Unique.

10/16/2009

16

Sometimes You Can Bend The

Rules

Just a Little, Though ;).

If It Doesn’t Work, Don’t Keep It

10/16/2009

17

Now Go Do It!