viral marketing, igniting the buzz
DESCRIPTION
How do you harness the power of viral marketing? Sallie Burnett has brought together industry leaders to share with you the secrets of leveraging Web 2.0 techniques to ignite the buzz from people passing on information, recommendations and referrals about your company to a wide, yet focused circle of acquaintances.TRANSCRIPT
How to Ignite a Killer Viral Marketing Campaign
How to Ignite a Killer Viral Marketing Campaign
• Sallie Burnett, President, Customer Insight Group• Jason Billingsley, VP of Innovation, Elastic Path• Bill Hanekamp, CEO, The Well, Inc.• Chase Norlin, CEO, Pixsy
How to Ignite a Killer Viral Marketing Campaign
Why Are We Here Today?• 89% of US adult Internet users share content with
friends, family and associates by email, and do so often.
• 63% of respondents share content at least once a week, and 25% share daily or almost daily.
• The emails are usually shared with more than one person, with 75% of respondents forwarding content to up to six other people.
Source: eMarketer Inc. 2008
Defining Viral Marketing
• Viral marketing is consumer to consumer marketing that goes beyond just word of mouth.
• Viral marketing is about spreading your message through networks. Meetings, social networks, family gatherings, community groups, phone calls, peer pressure, media, email and blogs. Successful viral marketing is by persistence, passion and purpose.
TYPES OF VIRAL CONTENT
What do the people want to see?
Word of Mouth does not = ViralWORD OF MOUTH• Loses momentum
(Ripple)• Ongoing• Mostly Unplanned
VIRAL• Gains Momentum
(Tsunami)• Sporadic• Often Planned
Humour
Office Max: Penny Pranks
Passion
Winelibrary: Gary Vee on WLTV
Shock/Disbelief
Blendtec: Will It Blend?
Instructional
Folica: Hair How-to’s
Fun
Office Max: Elf Yourself
Remarkable
Zappos: Customer condolence
Emotional
1-800-Flowers: Mother’s Day Video
Opportunistic
Ice.com: Mr.Cupid
ALWAYS REMEMBER!
• It does not have to cost a lot• It has to have an angle• Tie-in your brand or message• Proper seeding is often essential• Have FUN!
BTW – is it repeatable?
Those funny-sounding Web 2.0 namescan seriously lower your marketing budget.
You have killer content.You have killer content.
Now what?Now what?
10-100 new Web 2.0 companies daily10-100 new Web 2.0 companies daily
Why social media?Why social media?
Rule #1: Not predictiveRule #1: Not predictive
We don’t see what failed.We don’t see what failed.
We only see the tip of the iceberg. The very few thatsucceeded. Since we don’t see the ones that failed, we really don’t know why the few were successful. If we did, we could predict future successes. Which we can’t.
Rule #2: Experiment. A lot.Rule #2: Experiment. A lot.
Step #1: Blog ItStep #1: Blog It
• Free software• Comment• Subscribe (RSS)• Share • Blog as Newsletter• Comment on Others
Step #2: Post to FacebookStep #2: Post to Facebook
Step #2: Post to FacebookStep #2: Post to Facebook
Post to other appropriate sites (don’t forget niche sites):
Step #3: Post to YouTubeStep #3: Post to YouTube
Step #5: Share ItStep #5: Share It
Step #6: Track ItStep #6: Track It
search.twitter.com
SummarySummary
Rule #1: Not PredictiveRule #2: ExperimentStep #1: Blog it. Participate in other blogs.Step #2: Post it (Facebook, YouTube)Step #3: Twitter itStep #4: Share itStep #5: Track it
Igniting a Killer Viral Marketing Campaign
Optimizing for Video Search Engines =
Free trafficContent exposureAd revenue
How Do I Show Up Here?
Get Discovered!
Add rich metadata(most video search today still based on metadata)
Push out RSS/MRSS and update frequently
Contact and submit to video search engines
Got a Site? Run Video Search on it!
Private Label Video Search =
More searchesMore pageviewsMore ad revenue
More pages for Google to crawl
Thank You!
Sallie Burnett, President Customer Insight Group, Inc. [email protected]
Jason Billingsley, Co-founder & VPInnovation Elastic Path [email protected]
Bill Hanekamp, Co-founder & CEO The Well, [email protected]
Chase Norlin, [email protected]
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