Web PR Techniques Brett Atwood

Web Distribution Web news sites “ Viral marketing” Direct-to-consumer marketing Blogs and social networking sites

Web news sites

“ Viral marketing”

Direct-to-consumer marketing

Blogs and social networking sites

“ Viral” Marketing One of the most effective “new” marketing strategies uses “viral” techniques that spreads through “word-of-mouth” among “infected” audience members

One of the most effective “new” marketing strategies uses “viral” techniques that spreads through “word-of-mouth” among “infected” audience members

Goals of Viral Marketing Get people talking about your product, service or campaign Let “word-of-mouth” spread your message Build trust and awareness through low-key product/message placement

Get people talking about your product, service or campaign

Let “word-of-mouth” spread your message

Build trust and awareness through low-key product/message placement

Viral Marketing: Pros Inexpensive Others do the distribution Increased Credibility The audience is more likely to believe something from their peers over something originating directly from a sales person

Inexpensive

Others do the distribution

Increased Credibility

The audience is more likely to believe something from their peers over something originating directly from a sales person

Viral Marketing for “Unconventional” Products Viral marketing can be used to promote unconventional products and ideas Example: Philips “Bodygroom” Shaver for body hair Embarrassing topic for many Too “explicit” for mainstream media

Viral marketing can be used to promote unconventional products and ideas

Example: Philips “Bodygroom”

Shaver for body hair

Embarrassing topic for many

Too “explicit” for mainstream media

Success of Shaveseverywhere.com Philips launched the site shaveeverywhere.com Uses humor and even explicit language to pitch product Small marketing budget Sales increases Mentioned in over 1,000 blogs

Philips launched the site shaveeverywhere.com

Uses humor and even explicit language to pitch product

Small marketing budget

Sales increases

Mentioned in over 1,000 blogs

Success of “Fred” Fred is a character created by a teenager on YouTube Attracted the attention of a sponsor for product placement Zip-It # 1 – Most Subscribed (All Time) on YouTube (as of 11/08)

Fred is a character created by a teenager on YouTube

Attracted the attention of a sponsor for product placement

Zip-It

# 1 – Most Subscribed (All Time) on YouTube (as of 11/08)

Viral Marketing: Cons Control You don’t control the distribution Randomness to who gets the message Context The context of the message can be distorted since others are distributing it

Control

You don’t control the distribution

Randomness to who gets the message

Context

The context of the message can be distorted since others are distributing it

Example: GM “Chevy Tahoe” General Motors invited Internet users to create or remix their own “advertisement” for the SUV truck “Chevy Tahoe”

General Motors invited Internet users to create or remix their own “advertisement” for the SUV truck “Chevy Tahoe”

Viral Marketing Campaign Misfires A Web site was created with various elements of video that the user could use to arrange the commercial The user could also add their own “text” over the video

A Web site was created with various elements of video that the user could use to arrange the commercial

The user could also add their own “text” over the video

Goal of the GM Viral Campaign The goal was to let users interact with the product in a fun, unique way They would then distribute their creation and the message to friends and via their blogs GM hoped to build brand awareness of the new truck

The goal was to let users interact with the product in a fun, unique way

They would then distribute their creation and the message to friends and via their blogs

GM hoped to build brand awareness of the new truck

Success? Or Not? 21,000 user-created ads were submitted 2.4 million page views 80% of the ads were positive However, 20% of ads were critical The media coverage focused on the negative

21,000 user-created ads were submitted

2.4 million page views

80% of the ads were positive

However, 20% of ads were critical

The media coverage focused on the negative

Lack of Control and Context Many Internet users decided to create commercials that complained about the environmental impact of the gas-hungry truck A negative association between the truck and the environment was created

Many Internet users decided to create commercials that complained about the environmental impact of the gas-hungry truck

A negative association between the truck and the environment was created

Backlash? In early 2007, Boston officials mistook “real world” viral campaign materials for terrorist-planted bombs!

In early 2007, Boston officials mistook “real world” viral campaign materials for terrorist-planted bombs!

Effective Ways to Use Viral Marketing To increase brand awareness without selling anything. To sell products and services that usually include discounts, giveaways or other incentives To communicate simple messages that share positive or negative experiences or interesting thoughts, jokes, funny videos and other observations.

To increase brand awareness without selling anything.

To sell products and services that usually include discounts, giveaways or other incentives

To communicate simple messages that share positive or negative experiences or interesting thoughts, jokes, funny videos and other observations.

Effective Ways to Use Viral Marketing Embed messages with programs such as games that entice the user to get involved Entice individuals to get involved in recruiting others in return for incentives. Recruit others as new customers to share products

Embed messages with programs such as games that entice the user to get involved

Entice individuals to get involved in recruiting others in return for incentives.

Recruit others as new customers to share products

Successful Delivery of Viral Marketing The message should be credible Credibility increases when the message is delivered by a known friend or associate The message should be compelling The content must be interesting enough for someone to want to pass on word about it Timeliness is key Viral messages have a limited life span Interest will decrease quickly after an initial burst

The message should be credible

Credibility increases when the message is delivered by a known friend or associate

The message should be compelling

The content must be interesting enough for someone to want to pass on word about it

Timeliness is key

Viral messages have a limited life span

Interest will decrease quickly after an initial burst

“ Online Street Teams” Boston-based Alt Terrain arranges “alternative media” marketing campaigns “ Online street teams” infiltrate chat rooms, bulletin boards and blogs to post positive information on clients They pose as fans expressing spontaneous opinions, but they are really paid promoters

Boston-based Alt Terrain arranges “alternative media” marketing campaigns

“ Online street teams” infiltrate chat rooms, bulletin boards and blogs to post positive information on clients

They pose as fans expressing spontaneous opinions, but they are really paid promoters

“ Astro-turfing” Use caution in executing this technique The online community is skeptical of obvious and aggressive sales techniques The process of online eavesdropping has been given the nickname “astro-turfing” The name refers to a brand of artificial grass This is because this form of marketing is an artificial attempt at gaining “grassroots” support

Use caution in executing this technique

The online community is skeptical of obvious and aggressive sales techniques

The process of online eavesdropping has been given the nickname “astro-turfing”

The name refers to a brand of artificial grass

This is because this form of marketing is an artificial attempt at gaining “grassroots” support

“ Astro-turfing” “ Astro-turfing” techniques have been used beyond marketing attempts to sell a product They have been used to simulate “grassroots” political momentum

“ Astro-turfing” techniques have been used beyond marketing attempts to sell a product

They have been used to simulate “grassroots” political momentum

Dangers of Viral Marketing Consumers will get upset if they discover that they have been manipulated A backlash could occur toward your campaign

Consumers will get upset if they discover that they have been manipulated

A backlash could occur toward your campaign

Example: “Lonelygirl15” In the U.S., there was a scandal involving an actress who was paid to keep a video journal online “ Lonelygirl15” gained millions of followers She was exposed as a fake Aspiring filmmakers developed her “character” to build interest in their movie

In the U.S., there was a scandal involving an actress who was paid to keep a video journal online

“ Lonelygirl15” gained millions of followers

She was exposed as a fake

Aspiring filmmakers developed her “character” to build interest in their movie

Blogging and Marketing Many companies are adding blogs to their Web sites to communicate directly with their customers

Many companies are adding blogs to their Web sites to communicate directly with their customers

Example: Retailer Wal-Mart has been criticized by the media for the way it treats employees Low wages Poor medical benefits In the past, Wal-Mart would offer a “no comment” to many journalists The company suffered negative media exposure

Retailer Wal-Mart has been criticized by the media for the way it treats employees

Low wages

Poor medical benefits

In the past, Wal-Mart would offer a “no comment” to many journalists

The company suffered negative media exposure

Wal-Mart Woes Wal-Mart decided to go directly to the public with its own Web site: WalMartFacts.com The site is used to post responses to media attacks and to tell its side of the story

Wal-Mart decided to go directly to the public with its own Web site: WalMartFacts.com

The site is used to post responses to media attacks and to tell its side of the story

Corporate Blogs Even McDonalds has a blog The company is responding to criticism over the healthiness of fast food

Even McDonalds has a blog

The company is responding to criticism over the healthiness of fast food

Open Issues? As more corporate blogs open, there is a question about how “open” they should be for public feedback Should they allow for bulletin boards? Lack of control = negative comments Censorship = criticism from opponents

As more corporate blogs open, there is a question about how “open” they should be for public feedback

Should they allow for bulletin boards?

Lack of control = negative comments

Censorship = criticism from opponents

Marketing to Social Networking Sites Social networking sites are growing “ Circle of friends” concept Examples: MySpace.com Facebook.com

Social networking sites are growing

“ Circle of friends” concept

Examples:

MySpace.com

Facebook.com

Marketing to Social Networking Sites Companies are using these sites to build communities around their products Example: Entertainment companies are opening MySpace pages for their movies and music products Interested users can be added as “friends” and make comments on these pages

Companies are using these sites to build communities around their products

Example:

Entertainment companies are opening MySpace pages for their movies and music products

Interested users can be added as “friends” and make comments on these pages

Other Examples Jeep Customers added as “friends” forming a community around Jeep brand Wendy’s fast food “ Squarehead” cartoon character interacts with other MySpace users about the square-shaped hamburgers

Jeep

Customers added as “friends” forming a community around Jeep brand

Wendy’s fast food

“ Squarehead” cartoon character interacts with other MySpace users about the square-shaped hamburgers

Trends in Social Networking “ Viral” trends and marketing These techniques are effective because they come from trusted sources Customers “let in” the company and interact with them

“ Viral” trends and marketing

These techniques are effective because they come from trusted sources

Customers “let in” the company and interact with them