Viral Marketing BCCD, Copenhagen, November 5th 2007 Casper M øller, CEO

INDEX Introduction The basics Why should you use Viral Marketing? Examples Dangers of Viral Marketing The issues Quick tips

INDEX

Introduction

The basics

Why should you use Viral Marketing?

Examples

Dangers of Viral Marketing

The issues

Quick tips

Introduction

WHAT IS VIRAL MARKETING?

” Word of Mouth” ... is the most influential marketing tactic!

YOU DON’T EVEN HAVE DO IT YOURSELF…

The basics

3 ASPECTS OF VIRAL MARKETING: Content Platform/medium/channel Seeding

Content

Platform/medium/channel

Seeding

GOALS Measure your REAL GOALS … NOT just your traffic

HUMOUR IS THE KEY

IMPORTANT!!! You can create a successful campaign with great content alone (although it is difficult) … but you CAN’T create a successful campaign no matter how much you spend on seeding if the content isn’t good enough

Why should you use Viral Marketing?

THE MOST COMMON REASONS ” It’s the hot new marketing tactic” ” It’s cheap!” ” We want to be seen as being innovative” ” We want to increase brand awareness” ” We want to increase purchase intent” ” We want to increase direct sales” ” We want to find out more about our users”

ONLY TWO “RIGHT” ANSWERS ” It’s the hot new marketing tactic” ” It’s cheap!” ” We want to be seen as being innovative” ” We want to increase brand awareness” ” We want to increase purchase intent” ” We want to increase direct sales” ” We want to find out more about our users”

ONLY TWO “RIGHT” ANSWERS ” It’s the hot new marketing tactic” ” It’s cheap!” ” We want to be seen as being innovative” ” We want to increase brand awareness” ” We want to increase purchase intent” ” We want to increase direct sales” ” We want to find out more about our users”

THE REASONS TO SAY “NO” ” Our agency doesn’t know how to do it” ” We want to increase direct sales” ” We are a highly localised business” ” We focus on pricing and promotions” ” We’re afraid of a consumer backlash”

AND THE WRONG REASONS… ” We’re a B2B brand so it’s not relevant” ” Other tactics are more effective” ” We’re afraid of a consumer backlash”

Consumers have got a VOICE… and can make or break a brand CONSUMER POWER

Examples

TROJAN CONDOMS Creating low cost awareness

BLENDTEC www.willitblend.com

www.willitblend.com

AMAZING SUCCESS STORY Quite a lot better than comparative newspaper ads…

Quite a lot better than comparative newspaper ads…

WHO WILL BLEND IT? How you know it’s popular…

How you know it’s popular…

B2B VIRAL VIDEO B2B Viral Marketing is just as, if not more, effective

B2B Viral Marketing is just as, if not more, effective

MACONOMY B2B game – integrated campaign

B2B game – integrated campaign

WEB - ADVERTAINMENT The central element of the campaign – the game!

The central element of the campaign – the game!

The numbers: 400k+ unique visitors More than 700k games played - 1.75 average Av. Time spent: 8 minutes 25 seconds CTR: 11% MACONOMY

The numbers:

400k+ unique visitors

More than 700k games played - 1.75 average

Av. Time spent: 8 minutes 25 seconds

CTR: 11%

MACONOMY Convert the RIGHT users!

Convert the RIGHT users!

The users: 21k came from press mentions 1,900 came from DB email – 9k prospects 1,900 came from employee emails 370k+ came from seeding and SEO MACONOMY

The users:

21k came from press mentions

1,900 came from DB email – 9k prospects

1,900 came from employee emails

370k+ came from seeding and SEO

Dangers of Viral Marketing

OOOPS!!! Be careful what you wish for…

CHEVROLET TAHOE Quite possibly the dumbest viral campaign… EVER!!!

The issues

KEY QUESTIONS Who do you want to reach? What do you want to communicate? What other tactics will you use? How will you measure success? How can you engage with your audience? … What is your budget?

KEY QUESTIONS

Who do you want to reach?

What do you want to communicate?

What other tactics will you use?

How will you measure success?

How can you engage with your audience?

…

What is your budget?

BE REALISTIC… It can be incredibly expensive to produce incredible results

Quick tips

QUICK, FREE AND EASY TIPS Give it away for free Let the customer control the interaction Keep it small Don’t promise what you can’t keep

QUICK, FREE AND EASY TIPS

Give it away for free

Let the customer control the interaction

Keep it small

Don’t promise what you can’t keep

We help brands connect with their audiences! We help brands establish trust! We help brands interact with their customers!

SOME CLIENTS Brand Owners: Agencies: Brand Owners: Agencies:

Casper M ø ller CEO E: [email_address] T: +44 (0)20 7231 1320 I: www.t-viral.com

Further info

BUT DOES IT WORK? A survey published by eMarketer in January 2006 shows that almost 90% of all Internet users share content via email!

WHAT’S THE POTENTIAL? Just under 60% of all users pass on content to more than 4 people

WHAT ABOUT BRANDS? Only 5% say that they won’t share A message in a branded vs a non-branded scenario...

IS IT SPAM? How about ”badwill”? Will the recipient regard a branded message as spam? Only 7% say that they will react negatively to a branded message...

Viral Marketing A few more facts and trends: Source: Word of Mouth Marketing Association, March 2005 40% of all people responsible for marketing budgets plan to use viral during the next 6 months. Only e-mail marketing scores higher. 26% of the people who bought travel online in 2004 also bought presents on the Internet, as a direct consequence of a recommendation. TV and Internet ads scored 15% and 14% respectively 76% of all UK consumers say that a friend’s recommendation makes them feel confident about a product or a service, whereas only 15% claimed a commercial would do the same. 71% of consumers, 86% of producers and 93% of all sales people claimed, that viral was the most important promotion factor to stimulate the decision of buying of a new car!

A few more facts and trends:

Source: Word of Mouth Marketing Association, March 2005

40% of all people responsible for marketing budgets plan to use viral during the next 6 months. Only e-mail marketing scores higher.

26% of the people who bought travel online in 2004 also bought presents on the Internet, as a direct consequence of a recommendation. TV and Internet ads scored 15% and 14% respectively

76% of all UK consumers say that a friend’s recommendation makes them feel confident about a product or a service, whereas only 15% claimed a commercial would do the same.

71% of consumers, 86% of producers and 93% of all sales people claimed, that viral was the most important promotion factor to stimulate the decision of buying of a new car!

Track your results by *goal* not merely traffic Blogs are now the seed campaign of choice Optimized press releases come in second Stop with the enforced email forwards already! Viral Marketing – quick rules

Track your results by *goal* not merely traffic

Blogs are now the seed campaign of choice

Optimized press releases come in second

Stop with the enforced email forwards already!

ADVERGAME: GET THE GLASS

ADVERGAME: GET THE GLASS Online game: www.gettheglass.com

Online game: www.gettheglass.com

Results: (after 6 weeks) 6 million visitors 650,000 completed game (15 – 30 minutes) More than 4,000 glasses were given away to users completing the game in the first week alone (only in the USA) Global press coverage, e.g. New York Times & Metro California Milk Processor Board sold 10 million US gallons (37 million litres) more milk than in 2006 http://dchpl.blogspot.com/2007/07/great-results-for-get-glass.html ADVERGAME: GET THE GLASS

Results: (after 6 weeks)

6 million visitors

650,000 completed game (15 – 30 minutes)

More than 4,000 glasses were given away to users completing the game in the first week alone (only in the USA)

Global press coverage, e.g. New York Times & Metro

California Milk Processor Board sold 10 million US gallons (37 million litres) more milk than in 2006

http://dchpl.blogspot.com/2007/07/great-results-for-get-glass.html