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Brand Building: Social Networking and Viral Campaigns

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BSI Brand Building: Social Networking and Viral Campaigns Marketing 2.0 Conference, Barcelona 2006
Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
International Word of Mouth Marketing Conference May 18, 2006 Mark Kingdon, CEO Organic, Inc. Mark@organic.com Web 2.0 Brand Building: Social Networking and Viral Campaigns © 2006 ORGANIC, INC. ALL RIGHTS RESERVED.
Two models of WOM Building a community Creating a Business Model Facebook Hotmail Craigslist Advertising Mudds Freaks Axe Entertainment Anytime Chicken Advertising a product or service 2
“Must haves” when building a business using only WOM • Clear value to the user • Relentless focus on values • Engagement of community • Give-back mentality 3
• Started in 2004 – now 9th most visited site on the web • No marketing • Nearly ubiquitous with 6M college students enrolled (of 9M) • Very sticky 1.5M daily visitors visiting on average 15.3 minutes per day 4
“Must haves” when using WOM as a viral marketing tactic • Easily consumed like fast food • Sex, pets and the absurd move • Units must be packaged for mobility Yahoo’s most mailed photos… 5
Dodge Charger Launch Unleash Your Freak • Heavily promoted • Great engagement • Successful campaign 2.5M visits 100,000 leads 6
7
Jeep Commander Launch WeAreTheMudds.com • Fictitious family in 4 Webisodes • Virtual GeoCaching with Google Maps • Sweepstakes 8
© 2006 ORGANIC, INC. ALL RIGHTS RESERVED.
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Sprint Power Vision Launch Entertainment Anytime • Quick pay-off concept • 95% of traffic is viral • www.entertainmentanytime.com 14
Getting WOM worldwide 15
Measuring success • Tie to campaign objectives • Have specific call to action if possible • Measure along the way • Sense and respond • Build benchmarks 16
Let’s Talk! Mark@Organic.com www.organic.com and http://threeminds.organic.com © 2006 ORGANIC, INC. ALL RIGHTS RESERVED.

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Brand Building: Social Networking and Viral Campaigns

  • 1. BSI Brand Building: Social Networking and Viral Campaigns Marketing 2.0 Conference, Barcelona 2006
  • 2. Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
  • 3. International Word of Mouth Marketing Conference May 18, 2006 Mark Kingdon, CEO Organic, Inc. Mark@organic.com Web 2.0 Brand Building: Social Networking and Viral Campaigns © 2006 ORGANIC, INC. ALL RIGHTS RESERVED.
  • 4. Two models of WOM Building a community Creating a Business Model Facebook Hotmail Craigslist Advertising Mudds Freaks Axe Entertainment Anytime Chicken Advertising a product or service 2
  • 5. “Must haves” when building a business using only WOM • Clear value to the user • Relentless focus on values • Engagement of community • Give-back mentality 3
  • 6. • Started in 2004 – now 9th most visited site on the web • No marketing • Nearly ubiquitous with 6M college students enrolled (of 9M) • Very sticky 1.5M daily visitors visiting on average 15.3 minutes per day 4
  • 7. “Must haves” when using WOM as a viral marketing tactic • Easily consumed like fast food • Sex, pets and the absurd move • Units must be packaged for mobility Yahoo’s most mailed photos… 5
  • 8. Dodge Charger Launch Unleash Your Freak • Heavily promoted • Great engagement • Successful campaign 2.5M visits 100,000 leads 6
  • 9. 7
  • 10. Jeep Commander Launch WeAreTheMudds.com • Fictitious family in 4 Webisodes • Virtual GeoCaching with Google Maps • Sweepstakes 8
  • 11. © 2006 ORGANIC, INC. ALL RIGHTS RESERVED.
  • 12. 10
  • 13. 11
  • 14. 12
  • 15. Slide 13 13
  • 16. Sprint Power Vision Launch Entertainment Anytime • Quick pay-off concept • 95% of traffic is viral • www.entertainmentanytime.com 14
  • 18. Measuring success • Tie to campaign objectives • Have specific call to action if possible • Measure along the way • Sense and respond • Build benchmarks 16
  • 19. Let’s Talk! Mark@Organic.com www.organic.com and http://threeminds.organic.com © 2006 ORGANIC, INC. ALL RIGHTS RESERVED.