From Basketballs To Bras / Making Video Viral Ciarán Norris, SEO & Social Media Director

Agenda Viral marketing: what & why? Counting basketballs iPhone anyone? Piggy backing

Viral marketing: what & why?

Counting basketballs

iPhone anyone?

Piggy backing

Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness, through self-replicating viral processes, analogous to the spread of pathological and computer viruses. Wikipedia What Is Viral Marketing?

Viral marketing and viral advertising refer to

marketing techniques that use pre-existing social

networks to produce increases in brand awareness,

through self-replicating viral processes, analogous to

the spread of pathological and computer viruses.

Wikipedia

What?! Cool stuff that people want to share….

Cool stuff that people want to share….

Why? Why do companies like Toblerone or Pepperidge Farm bother having websites? As if people are going to say to themselves, “Gee, I wish I knew more about Milano cookies. I know! I’ll go to their site!” Just a thought. Ethan Jarlewski : Douglas Coupland, JPod

Why do companies like Toblerone or Pepperidge Farm bother having websites? As if people are going to say to themselves, “Gee, I wish I knew more about Milano cookies. I know! I’ll go to their site!”

Just a thought.

Ethan Jarlewski : Douglas Coupland, JPod

Viral Marketing / Counting basketballs Transport For London’s aims Talk to cyclists & drivers in London Raise awareness of, well, awareness Maximise a small media budget

Transport For London’s aims

Talk to cyclists & drivers in London

Raise awareness of, well, awareness

Maximise a small media budget

Viral Marketing / Counting Basketballs

Viral Marketing / Counting Basketballs

Viral Marketing / Freaky Lap-Tops

Viral Marketing / Freaky Lap-Tops

Viral Marketing / Counting Basketballs

Viral Marketing / Counting Basketballs

Viral Marketing / Counting Basketballs

Viral Marketing / Counting Basketballs 5.3m views <1 month 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 5,000,000 1,600 8,000 40,000 200,000 1,000,000 Very poor Poor Ok Very good Excellent Outstanding Level of success Number of views target results

BlendTec Prove product USP Make blenders cool Sell bucket-loads of blenders Viral Marketing / iPhone Anyone?

BlendTec

Prove product USP

Make blenders cool

Sell bucket-loads of blenders

Social Media / Who Wants An iPhone? 4,026,722 views in 9 months

Social Media / Who Wants An iPhone?

Social Media / Who Wants An iPhone? 650% uplift in sales

Viral Marketing / Piggy Backing Piggy backing Use viral content without creating any Maximise traffic from existing social networks Get traffic for free!

Piggy backing

Use viral content without creating any

Maximise traffic from existing social networks

Get traffic for free!

Viral Marketing / Piggy Backing 650% uplift in sales

Viral Marketing / Piggy Backing

Viral Marketing / Piggy Backing

Viral Marketing / Piggy Backing £10 million

Viral Marketing / Piggy Backing

Viral Marketing / Piggy Backing

Viral Marketing / Piggy Backing

Viral Marketing / Piggy Backing

Viral Marketing How not to do it!

How not to do it!

Viral Marketing / How Not To Do It!

Viral Marketing / How Not To Do It!

Social Media / Wrap It Up Build it and they will come? Not necessarily Viral doesn’t just happen; plan & execute P.O.S.T. (People, Objectives, Strategy, Technologies)* Dull product? Make it interesting No budget/ideas? Talent imitates, genius steals Don’t patronise! * Forrester Methodology

Build it and they will come? Not necessarily

Viral doesn’t just happen; plan & execute

P.O.S.T. (People, Objectives, Strategy, Technologies)*

Dull product? Make it interesting

No budget/ideas? Talent imitates, genius steals

Don’t patronise!

Ciarán Norris, SEO & Social Media Director, ciaran.norris@altogetherdigital.com Questions?

Ciarán Norris, SEO & Social Media Director, ciaran.norris@altogetherdigital.com