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Viral advertising 1

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TheJunction lecture

TheJunction lecture

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  • 1. HOW VIRAL ADVERTISING CANIMPROVE THE MARKETING EFFORTS OFINNOVATIVE APPS? By Gil Lavie 1
  • 2. TABLE OF CONTENTS THEORY THE VIRAL INDUSTRY ADVANTAGES PHILOSOPHY (Biology of memes) VIRAL ELEMENTS HUMOR SEEDING METHODOLOGY (Cracking the code) Q&A 2
  • 3. LOOK AT IT AS A PROJECT Work Process – Art & ScienceCREATIVE – Is the meme strong enough? (R&D)PRODUCTION – Is the meme well executed? (Programming)POST-PRODUCTION – (Debugging, patching)SEEDING – Does the seeding plan cover all bases? (Marketing) 3
  • 4. CAN “MEMES” BE ENGINEERED?YESCreative agencies which repeatedly crack memes quickly move tothe big league. Working with them can better ensure success, butit costs a pretty penny!NOWhat goes viral is always a fluke.Just look at “Charlie Bit Me” or “Harlem Shake” if you don’t.believe 4
  • 5. THEORY 5
  • 6. ADVERTISINGPush vs. Pull Conventional ads are PUSHED We are exposed to over 3,000 marketing messages each day. Billboards, print, radio, TV, banners, pop-ups, etc. 6
  • 7. VIRAL ADVERTISINGPush vs. Pull Viral ads are PULLED Creativity of the ad propels exposure (Web enabled) Something worth watching, but also worth forwarding or sharing. 7
  • 8. VIRAL ADVERTISINGThe Goal & FocusGOALTo use consumer-to-consumer as opposed to company-to-consumer communications - to disseminate informationabout a product.FOCUSTo create an environment in which consumers voluntarilymarket to one another, thereby voluntarily acting as brandambassadors. 8
  • 9. NOT MUCH HAS CHANGED Word-of-mouth Word-of-mouse WOM eWOM Viral Marketing is a technique that can CAUSE a word-of-mouse EFFECT. 9
  • 10. KEY VIRAL ELEMENTSA viral campaign should be: Humor/Funny Sexy Artistic Original High emotional threshold Surprising Optimistic ‫סף רגוש גבוהה‬ Emotional Provocative Thought-provoking Punchy (twist) Hermetic / To the point 10
  • 11. ADVANTAGES 11
  • 12. VIRAL ADVERTISING Advantages• Media-free (in theory) • Self-targeted• Measurable • Lives forever• Voluntary • Immediate call-for-action• Peer-to-peer endorsement • Less regulated / Uncensored• No geographical boundaries • Individual appeal 12
  • 13. NEW MEDIA NEW MEDIA Individual Appeal Active Viewing OLD MEDIA Social Group Appeal Passive Viewing 13
  • 14. VIRAL ADVERTISING Objectives & Benefits mySupermarket.wmv etoro caveman.wmv Branding //Branding Positionin PositioninKoolanoo 1.wmv gg Buzz/WO Buzz/WO Targeted Targeted MM Traffic Traffic Awarenes Awarenes FIAT Panda.wmv Viral Campaign ss Video Video Call-for- Call-for- Search Search action Snapily.wmv action Optimization Optimization JamesAllen.wmv Different Objectives lead to different Creatives 14
  • 15. THE INDUSTRY 15
  • 16. HOW MUCH DOES IT COST? 100% 80% 60% 40% 20% 0% 2002 2007 2012 2017 Creative Production Seeding 16
  • 17. VIRAL ADVERTISING INDUSTRYHow it all started From email forwarding of viral video commercials, to “sharing” and “liking”. Viral Factory headrush.mpeg Late 90’s April 2001 17
  • 18. VIRAL ADVERTISING INDUSTRYFrom then to now 2002 TheViralFactory.com London, U.K 18
  • 19. VIRAL ADVERTISING INDUSTRYWhere’s the app? 19
  • 20. PHILOSOPHY 20
  • 21. PHILOSOPHYWhat’s a “meme”?A “meme” is a contagious idea (joke, smart saying, newtheory…) that when unleashed into a population of people,exhibits a similar growth pattern to that of a viral epidemic.– Richard Dawkins, “Selfish Gene”, 1976 21
  • 22. PhilosophyMore on memesA meme is like a gene, only it’s a unit of culture.The same principles of evolution should apply to it: Has a Host Transfers Information Competes for Survival Success drives it (It doesn’t care for the truth) Replicates (When jumping from mind to mind) Mutates EvolvesA meme is the mutating replicator in human cultural evolution. – Richard Dawkins 22
  • 23. Philosophy The science of MemeticsBased on Universal Darwinism, Memetics can be simplyunderstood as a method for scientific analysis of culturalevolution.It’s not yet officially recognized as an academic science.Competing FieldsSociobiology – Social behavior has resulted from evolution.Evolutionary Psychology – Examines traits such asmemory, perception, language from evolutionary perspective.Human behavior is a result of psychological adaptations thatevolved to solve problems in our environment. 23
  • 24. MEGA MEMES Resurrection Adaptations Islam Christianity Virgin Eugenics Mary Politics Survival Social Secularism of fittest Darwinism Judaism Food Liberty Evolution Creationism Holy Natural DNA Land SelectionFreud Democracy GOD Technology Zionism Sex Inventions Capitalism Atheism Open Source -Multi Communism Freedom culturalism Love Marriage Of Speech ‫שוויון‬ ‫בנטל‬ 24
  • 25. HUMOR 25
  • 26. HUMOR IS VIRAL Studies show that funny content is shared more than sexuality, animals, violence, children… Think of jokes… 26
  • 27. Source: INSIDE JOKES, Using Humor to Reverse-Engineer the Mind – Hurley, Dennett, Adams (2011) SCIENCE OF HUMOR No emotional attachment to the object (Accidents/pain, Religious fanatics) Object must be personified to be funny (Ex. clouds, landscapes) Relates to aggression (sarcasm) and fight or flight response (Ex. Lion Cat) Relates to love & sex (Oxytocin), play (tickling), fear (death), feeling of superiority (identity), risk-taking (fight or flight). Helps us fall in love, overcome fear (death), forms our identity (superiority), fights depression (optimism), lowers stress (comic relief). Theory of Surprise – Plato Theory of Incongruity – A result of contradictions Evolutionary reward system for creative problem solving Mirth ‫עליצות‬ Real vs. Ideal (world view, perceptions, interpretations, expectations…) 27
  • 28. COMPUTATIONAL HUMORComputer-generated joke:What kind of murderer has a moral fiber?A cereal killerThe survey also found that men preferred more aggressive jokes, aswell as sexual innuendo, while women preferred word play. Source: Laugh Lab, Richard Wiseman, The World’s Funniest Joke 28
  • 29. METHODOLOGY 29
  • 30. METHODOLOGY (1) Example: Scuba Accident Host Memes Scuba accidents, funny bald guys, fear of baldness, bald jokes, word play… Humor Contradiction - A guy about to die should not be thinking about his hair loss. Self-deprecation, word play… Viral Elements Funny Surprising Original – 1st time connecting h/air in underwater situation Provocative – Disguised as a scuba accident Hermetic – No flaws in the logic. It really could happen. Social Context Is now the time? ‫קרקע פוריה‬ Since R>1, more paid seeding will generate more viewsMerck Scuba - English.wmv 30
  • 31. METHODOLOGY (2) Example: Backgammon Host Memes Backgammon, music (Flamenco), dance, relationships, sex, tricks, gambling, chance, show-off… Humor Contradiction - A girl doesn’t behave that way. Our expectation contradicts what “really” happened. Self-deprecation Viral Elements Funny Sexy Fantastic – World of fantasy, surreal Surprising – Twist Original – 1st time for this trick Provocative – Bizarre enough Hermetic – No flaws in the logic. Use of Product & Slogan. Social Context Is now the time? ‫אליפות העולם בשש בש‬ Over 50 user-generated uploads…Tricky play.wmv 31
  • 32. METHODOLOGY (2) Example: Orange Video Host Memes Dogs, talking dogs, action, technology… Humor Contradiction – Dogs don’t talk and if they did, they wouldn’t be mafia. Viral Elements Funny Fantastic – World of fantasy Surprising Original – 1st time connecting dog in mobile video call Provocative – A little bit considering it’s Orange Hermetic – It “really” could happen. Social Context Is now the time? ‫הייפ על דור שלישי...הבורר‬ Divergence from Orange’s Brand DNAOrange 3G.wmv 32
  • 33. SEEDING 33
  • 34. SEEDING THEORY 1,000,000 900,000 800,000 700,000 R – Reproductive Rate 600,000 500,000 400,000 0.99 N ÷ (1-R) 300,000 200,000 0.95 0.90 R 100,000 0.50 0 0.10 1,000 10,000 Additional viewers R - Reproductive RateWhen R>1, it’s an epidemic because Seed Base 0.10 0.50 0.90 0.95 0.99on average each person forwards to 1,000 1,111 2,000 10,000 20,000 100,000more than one person. 10,000 11,111 20,000 100,000 200,000 1,000,000 34
  • 35. SEEDING THEORY Gladwell vs. Watts Malcolm Gladwell – Influencers start trends Influential marketing (Katz & Lazarsfeld 1955) Two-step Flow  Law of the Few – Spread of memes made simple Duncan Watts – Influencers can’t start trends Social Context - High connectivity-Low resistance (Ex. Wild fire) Accidental InfluentialsSources: “Viral Marketing for the Real World” & “Accidental Influentials” HarvardBusiness Review 2007, Duncan Watts & Jonah Piretti 35“Is the Tipping Point Toast?”, Fast Company
  • 36. SEEDING THEORY Duncan Watts Global cascades (epidemics) don’t require few influentials, but a critical mass of easily influenced connected people. In simulations, most trends started with the average Joe, but when influencers started them, they spread further! Don’t try to engineer success through Influentials. Susceptibility is crucial for trend starting. Whether everyone is easily persuaded is more important than how persuasive the early adopters are.Sources: “Viral Marketing for the Real World” & “Accidental Influentials” HarvardBusiness Review 2007, Duncan Watts & Jonah Piretti 36
  • 37. SEEDING THEORY Duncan Watts “Reliably designing messages to exhibit viral properties is extremely difficult, as is predicting which particular individuals will be responsible for spreading them” Companies are NOT like epidemics, they can create enormous seeds. Big-seed Marketing Big-seed Marketing combines viral marketing tools with old-fashioned mass media to yield more predictable results than “purely” viral approached.Sources: “Viral Marketing for the Real World” & “Accidental Influentials” HarvardBusiness Review 2007, Duncan Watts & Jonah Piretti 37
  • 38. SUMMING IT UP 38
  • 39. SEEDING THEORY‫?"אז מה זה "ויראלי‬ Returns the investment (ROI) Reproductive Rate (R) ~ 0.90 Posted on at least 1 blog organically 39
  • 40. HOW MUCH CAN A GOOD MEMESAVE? 100 80 60 40 20 0 Weak Meme Strong Mega Meme Meme Production Cost Paid Media Earned Media 40
  • 41. WHAT’S YOUR MEME? Building the umbrella conceptVTAGO Post your special moments and tag with friends Special moments? Embarrassing situations.Frimper Speed video dating Dating? Show the exaggerated misery of blind datesPixplit Collaborative split photos INHERENTLY VIRAL APP & FORMULA FOR HUMOR!!! Hilarious split personality situation? Split screen video - Spit screen photo series with quotesSmileCaster Fund Your Cause & Receive Videos Smile is a huge meme to play withEatWith Dine in homes around the world Food?Pick one point and exaggerate the heck out of it!!! 41
  • 42. GUARANTEEING VIRAL SUCCESSCheck List & Shortcuts Never compromise on the creative meme. Jokes are public domains. Use Internet celebs that have followers (seed base). Product Placement (existing popular content). Synergize photos with relevant quotes (LOL cats). 42
  • 43. THE END Gil Lavie gil.lavie@gmail.com 43
  • 44. DefinitionsAdvertising – Defined:Paid non-personal communications from an identifiedsponsor using mass media to persuade or influence anaudience.Viral Advertising – Defined:Unpaid peer-to-peer communication of provocativecontent originating from an identified sponsor using theInternet to persuade or influence the audience to passalong the content to others.In reality, the paid-for views generate unpaid views.These unpaid views are known as earned media. * Wells, Moriarty and Burnett 44
  • 45. VIRAL ADVERTISINGIs there a problem? TODAY A Share replaced Email Forward A Like became a public announcement Problems: Trust. Privacy. Facebook is a single identity. We have many identities. Facebook documents everything. Phone calls go by. Emails are deleted. Irony and Sarcasm is dangerous. No intonation in text. (Example, “Obama Style”, Irony Mark, USENET pledge) Solution: Facebook Lists and Google Circles are not quite there yet. Example: Café scene SnapChat, Facebook Poke Facebook “phone” and Video Calling 45