viral marketing in social media by tom denegre
DESCRIPTION
Viral marketing in social media can be an inexpensive method in reaching millions of people quickly and almost effortlessly. To capture and convert your target audience you’ll need a sustainable campaign built on layers of traditional and internet media components to make it work.TRANSCRIPT
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VIRAL MARKETING IN SOCIAL MEDIABy Thomas Denegre
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It took radio 38 years to reach 50 million listeners.
Pre-Cable TV took 13 years to reach 50 million users.
The internet took four years to reach 50 million people...
In less than nine months FaceBook added 100 million users.
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VIRAL MARKETING IN SOCIAL MEDIA
For less than $1,000 a viral marketing campaign, can reach thousands of people, if not millions.
That’s the easy part.
Success is building momentum and conversion.
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Blendtec – “Will It Blend?” Campaign
Blendtec “Will It Blend” Campaign• Staged video campaign using
YouTube• Blended golf balls, an iPhone, and
marbles• iPhone was shredded into black
powder and bits of plastic
RESULTS
• Logged 8 Million viewers on YouTube• Sales increased by 800%
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Burger King – “Subservient Chicken
Man”Burger King “Chicken Man” • Staged video campaign whereby you
can send commands to the chicken man to perform.
• Tell him to run, jump, and play dead and he’ll do it.
RESULTS
• In 24 hours they had 1 million viewers
• In one week they had 8 million
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Content Democratization
Advertising Transition from P U S H to P U L L
We are migrating from push advertising to pull; allowing users greater access, participation,
collaboration, and control.
All of it based on …
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Content Democratization
• Trust is the cement bonding the sender to the receiver.
• Trust heightens relationships, loyalty, purchasing, and repeat customers.
• Trust allows content sharing, collaboration, and collective wisdom.
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Social Media Expectations
• 74% expect companies to participate in joint conversations
• 62% of users believe they can influence business decisions
• 24% of users contributed their point-of-view on an issue
2009 Cone Consumer New Media Study
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Web 2.0 Attributes
It’s all about conversations, sharing ideas, and collaborations
With ease of access, scalability, and control.Words, Blogs, Forums
Audio
Video
Projects
To ShareTo Create
To BuildTo
Collaborate
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Popular Online Activities
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Law of Web 2.0 Participation
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Five Stages in Viral Marketing
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Enhancing User Participation
Create multiple touch points for users to reach you.
Make it easy… • To find you
• To Share Content
• To Comment
• To Recommend
• To Control
Your website
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Enhancing User Participation
Building a community of like minded people can empower greater influence in worldly events
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Enhancing User Participation
Allow your users to make;
• Comments
• Recommendations
• Testimonials
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Viral Marketing Attributes
The content should be:
FREE
Relevant to Audience
Emotionally Charged
Quickly Understood
Sender Feels Empowered
Portable & Scalable
My Last Photograph
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Emotional & Behavioral Drivers
Common emotional trigger points• Sense of being first to
know or exclusivity
• Being inside or one of the “cool” people
• Powerful drive to connect what is felt
• The conscious emotion of being social
• The unconscious emotion of survival
Last Vacation
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What is NOT Viral Marketing
This is not Viral Marketing
Two Don’ts
• No obvious self-serving ads, unless they are funny, highly clever, or entertaining
• Never compel people to forward their emails
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Behavioral Targeting & Lead Generation Solutions
Anticipate people’s emotions and behavior• Predict user
behavior
• Know purchasing patterns
• Nurture qualified leads
• Develop higher conversions rates
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Attention Economy
A market place to exchange your scarce time and attention.
Free news if you look at our ads
Free search tools if you look at our ads
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Attention Economy
If you want their attention
Make your information or service relevant to their needs.
Channel your content through the appropriate gathering spots .
Endorsements – make your customers trusted references.
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Building Your Viral Marketing Campaign
1. Planning2. Story3. Distribution4. Momentum5. Measure
Five Step Process
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Step 1 - Planning
What are your goals?
• To sell something
• Build awareness
• Capture attention
• Engage in a conversation
• Call to action
• Retain Customers
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Step 1 - Planning
Identify Your Target Audience
• What are their needs and desires?
• If purchasing, how do they research and consider?
• What other websites do they visit?
• Which social sites attract your best customers?
• Research blogs & forums to determine your reputation
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Step 1 - Planning
Finding Your Target Audience
• Determine users based on specific interests and intent
• Target according to behaviors, demographics, or psychographics
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Step 2 – The Story
Build a story that has wings to fly Story attributes
• Stories are highly emotional begging to be shared.
• Story must be original and sticky
• It’s relevant to your audience
• Allow multiple entry points to see the story; website, blogs, TV, print, tie-ins,
• There should be a reward at the end. What’s in it for me?
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Step 2 – The Story
The story compels a conversation Campaign attributes
• When the story catches be prepared for sequels, bloopers, interviews, etc.
• Encourage comments
• Engage conversations
• Keep it personal – let users have access to your stars
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Step 3 – Distribution
Drive multiple points of distribution
Traditional Channels
• Television• Radio• Print
Internet Marketing• Email• Website,
Microsites• Video, Audio• Images
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Step 3 – Distribution
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Step 4 – Momentum
All viral marketing campaigns require multiple steps and components to sustain momentum.
• Multiple distribution points
• Multiple components
• Multiple calls to action
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Step 4 – Momentum
Monday Night
FootballTV Ad
Same AdYouTube
8 Million Viewers
3.7 Million Viewers
850,000BetaUsers
Sold3 Million Copies
First WeekScavenger Hunt using micro websites, blogs, forums,
and traditional media
Invitation to be a Beta
User
Video Back Story of Game
12 Month Strategy Launching Halo 3
Traditional Media
Internet Channels
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Step 5 – Measure and Manage The Customer Conversation – Closed Loop
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Inbound MarketingSEO / SEMArticles, Webinars, Blogs, White Papers,eBooks, Videos,PPC, Banner Ads, Email, Forums,Social Media
Forms & SurveysTriggered DialogMicrositesLanding PagesSocial MediaBlogs
Lead ManagementWeb AlertsWeb AnalyticsCall To ActionForm FillPurchase
Forms & SurveysTriggered DialogMicrositesSocial MediaCommercial EmailBlogs
Merge with CRMConsolidate all data into one view to analyze Return On Investment
Step 5 – Measure and Manage
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Step 5 – Measure and Manage
What the User wants
• 85% of users want to be informed by the company on product composition
• 44% of users are searching for, sharing or discussing information about corporate responsibility
2009 Cone Consumer New Media Study
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Step 5 – Measure and Manage
What the user also wants
New media users are even more likely to bypass dialogue for action:
• 30% have made a purchase based on POSITIVE information learned about a product, company or brand
• 23% have switched brands or boycotted a company based on NEGATIVE information learned about a product, company or brand
2009 Cone Consumer New Media Study
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Conclusion
Success in Viral Marketing in Social Media
• Begin with the end in mind• Build Trust, Authenticity, and Transparency
• Stories are original and emotional• Content is relevant, free, accessible, portable, and
scalable• Momentum requires multiple touch points, channels,
and platforms• Understand the attention economy• Convert• Measure• Respond
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Thank you for your attention
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Thought Leadership Author
Thomas DenegreColumbus, OH
U.S. Navy Pilot
Magazine Group Publisher• Awarded General Manager of the Year for 5
consecutive years for highest sales out of 180 markets.
• Launched and managed three successful city magazines
Software & Technology Marketing & Sales• Search Engine Marketing , Search Engine
Optimization, Product Marketing, Strategic Marketing, Sales Enablement, Brand Marketing, Customer Relationship Management
• CBCInnovis, Cincom Systems, Quest Software, Vertafore, Wolters Kluwer, Greif Packaging, Emerson Network Power, Ohio Savings Bank, Haas Publishing Company, and Harmon Homes Publishing