@TejDesai
hello        @TejDesai
VIRAL MARKETING, BUZZMARKETING, WORD-OF-MOUTH …          EMDI Institute          February 07, 2013                        ...
What is it?   (Discussion)                  @TejDesai
ITS ALL FRIGGIN’ SAME!!                          @TejDesai
According to Wikipedia…It is the interaction of consumers and users of a product or service    which serves to amplify the...
The Sopranos series on HBO, NY                                 @TejDesai
Frontline Flea & Tick Spray from Jakpetz, Pet Emporium - Jakarta                                                          ...
Jeep – Parking space, Copenhagen                                   @TejDesai
Bicycle Shop in Altlandsberg Berlin                                      @TejDesai
Mini Cooper, Zurich                      @TejDesai
Ballet Classes Ad                    @TejDesai
Volkswagen – Airport pickup                              @TejDesai
FitnessFirst – BusStop Ad                            @TejDesai
THE ORIGIN             @TejDesai
One to ManyMake networks work in a way that ideas, messages, brand names spread rapidly without much effort.Virulence    i...
ANY GUESSES, WHO THEY ARE?                        @TejDesai
The reason why some         ideas turn into fads,  a song becomes a massive hit or abook by an unknown author becomes     ...
SO HOW DO WE GET VIRAL DISTRIBUTION…                                 @TejDesai
“The key to making ideas spread quickly isto find the right handful of super-influencers to   get the ball rolling”.    - ...
“Network effects are too complex    to be reliably reproduced by     targetting only a handful of  influential individuals...
May be both have a point…How fast something becomes viral        depends upon both how infectious the carriers are andhow ...
Amongst the first few FlashMobs…        London, Liverpool Station, Jan 15, 09, 11am     http://www.youtube.com/watch?v=VQ3...
Life is better when you share it!In less than a month, T-Mobile channel on  YouTube had more than 3000 subscribers,      m...
Sequel to the Flash Mob Dance• Generate a real feeling of anticipation and create a  truly unique, memorable moment that e...
Teaser / Announcer                 Teaser Adhttp://www.youtube.com/watch?v=ki5absp4Zn4   @TejDesai
Activation – Sequel 2      Sing-along Ad, Trafalgar Square, April 30, 2009http://www.youtube.com/watch?v=orukqxeWmM0      ...
Result• More than 13500 people gathered in Trafalgar  Square – thinking they could be dancing - no-one had  any idea how t...
Result• More than 13500 people gathered in Trafalgar  Square – thinking they could be dancing - no-one had  any idea how t...
World’s no 1 Viewed video…   http://www.youtube.com/watch?v=9bZkp7q19f0                                                @Te...
WITH OVER 1.2 BILLION VIEWS!!!!                             @TejDesai
SO WHY DID IT GO VIRAL?                          @TejDesai
@TejDesai
And at the same time…• Catchy Music• Entertaining / Fun• Relevant Message : Anti-Materialism theme• Timing: Recession• Act...
And at the same time…• Reasonably good production values, featuring Popular  comedians, rising young singer, Korea’s Got T...
AND ACCORDING TO YOUTUBE…                            @TejDesai
Kevin Allocca, Google                                             @TejDesaihttp://www.youtube.com/watch?v=BpxVIwCbBK0
Another recent viral video          Over 10 million views in 10 months                                               @TejD...
Another recent viral video          Over 18 million views in less than a month                                            ...
THUS THERE IS NO REAL FORMULA!                           @TejDesai
@TejDesai
Just a few fundamentals…• Online support/integration amplifies viralability/WOM• Human beings are emotional animals• We re...
Just a few fundamentals…• However the underlying virality is very different to  traditional marketing• It is NOT enough to...
THUS, LET US CHANGEOUR THINKING FROM MAKING    ‘VIRAL’ CAMPAIGNS                        @TejDesai
TOEFFECTIVE CAMPAIGNS THAT  GO VIRAL!                           @TejDesai
@TejDesai
Thank You!             -Tej DesaiInteractive & Engagement Director            LoweMENA                      @TejDesai
Upcoming SlideShare
Loading in...5
×

Viral marketing

621

Published on

Class I took at EMDI Institute of Media and Communication

Published in: Business
3 Comments
4 Likes
Statistics
Notes
  • @TejDesai
    Thanks, Tej and I appreciate your response for it is rich.
    I hope your time would allow you to read my presentation on slideshare on Information Digestive System
    http://www.slideshare.net/hudali15/the-information-digestive-system
    Then we may discuss things further.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Am glad to note you enjoyed the presentation. Interesting question, Ali! The truth is no matter how relevant the presentation, like any content it does require a strong seeding strategy. Think about it, between 1999 - 2010 mankind recorded 788 exabytes of information. In the last 10 years, we added nearly 80 times the data generated since the first cuneiform scripts according to one piece by Edward Boches. And now, according to Google in another 10yrs they’ll have to sift through 53 zettabytes of digital data to bring us our search results. In view of that, it is going to be equally difficult for content to become visible as it is going to sometimes aid Virality. Also one must bear in mind that not all content spreads like wild-fire, some things take time and grows organically. Hoping thats the case here :) Hope that answered the question to your satisfaction.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • The question is why such a great presentation fails to attract more views? I enjoyed the presentation and find it so elegant and relevant. Honestly, why then so few views?
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
621
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
38
Comments
3
Likes
4
Embeds 0
No embeds

No notes for slide

Viral marketing

  1. 1. @TejDesai
  2. 2. hello @TejDesai
  3. 3. VIRAL MARKETING, BUZZMARKETING, WORD-OF-MOUTH … EMDI Institute February 07, 2013 @TejDesai
  4. 4. What is it? (Discussion) @TejDesai
  5. 5. ITS ALL FRIGGIN’ SAME!! @TejDesai
  6. 6. According to Wikipedia…It is the interaction of consumers and users of a product or service which serves to amplify the original marketing message,[1] a vague but positive association, excitement, or anticipation about a product or service.Positive "buzz" is often the goal. The term refers both to the execution of the marketing technique, and the resulting goodwill that is created.It’s a technique that attempts to make each encounter with a consumer appear to be a unique, spontaneous personal exchange of information instead of a calculated marketing pitch choreographed by a professional advertiser @TejDesai
  7. 7. The Sopranos series on HBO, NY @TejDesai
  8. 8. Frontline Flea & Tick Spray from Jakpetz, Pet Emporium - Jakarta @TejDesai
  9. 9. Jeep – Parking space, Copenhagen @TejDesai
  10. 10. Bicycle Shop in Altlandsberg Berlin @TejDesai
  11. 11. Mini Cooper, Zurich @TejDesai
  12. 12. Ballet Classes Ad @TejDesai
  13. 13. Volkswagen – Airport pickup @TejDesai
  14. 14. FitnessFirst – BusStop Ad @TejDesai
  15. 15. THE ORIGIN @TejDesai
  16. 16. One to ManyMake networks work in a way that ideas, messages, brand names spread rapidly without much effort.Virulence is seductive! @TejDesai
  17. 17. ANY GUESSES, WHO THEY ARE? @TejDesai
  18. 18. The reason why some ideas turn into fads, a song becomes a massive hit or abook by an unknown author becomes a best-seller. @TejDesai
  19. 19. SO HOW DO WE GET VIRAL DISTRIBUTION… @TejDesai
  20. 20. “The key to making ideas spread quickly isto find the right handful of super-influencers to get the ball rolling”. - Malcolm Gladwell,Best-selling Author, Speaker Law of the Few @TejDesai
  21. 21. “Network effects are too complex to be reliably reproduced by targetting only a handful of influential individuals. Ideas do spread virally, but how fast this happens depends on whether ornot everyone is easily infected. If everyone is susceptible, then anyone randomly infected can start an epidemic, rather than just the highly connected few”. - Duncan Watts, Social ScientistLaw of the Many @TejDesai
  22. 22. May be both have a point…How fast something becomes viral depends upon both how infectious the carriers are andhow susceptible the population is to being infected. @TejDesai
  23. 23. Amongst the first few FlashMobs… London, Liverpool Station, Jan 15, 09, 11am http://www.youtube.com/watch?v=VQ3d3KigPQM @TejDesai
  24. 24. Life is better when you share it!In less than a month, T-Mobile channel on YouTube had more than 3000 subscribers, more than 400 comments, over 800k views and over £1.2m of free media coverage!Till date it has garnered over 37mln views!! @TejDesai
  25. 25. Sequel to the Flash Mob Dance• Generate a real feeling of anticipation and create a truly unique, memorable moment that everyone would want to share in.• Give thousands of people the opportunity to experience first hand what ‘lifes for sharing is all about. @TejDesai
  26. 26. Teaser / Announcer Teaser Adhttp://www.youtube.com/watch?v=ki5absp4Zn4 @TejDesai
  27. 27. Activation – Sequel 2 Sing-along Ad, Trafalgar Square, April 30, 2009http://www.youtube.com/watch?v=orukqxeWmM0 @TejDesai
  28. 28. Result• More than 13500 people gathered in Trafalgar Square – thinking they could be dancing - no-one had any idea how the event would unfold.• They participated in a giant (one-hour karaoke) and gave them the opportunity to experience first hand what ‘lifes for sharing is all about.• In less than 2 weeks they already have over 480k views on youtube @TejDesai
  29. 29. Result• More than 13500 people gathered in Trafalgar Square – thinking they could be dancing - no-one had any idea how the event would unfold.• They participated in a giant (one-hour karaoke) and gave them the opportunity to experience first hand what ‘lifes for sharing is all about.• In less than 2 weeks they already have over 480k views on youtube @TejDesai
  30. 30. World’s no 1 Viewed video… http://www.youtube.com/watch?v=9bZkp7q19f0 @TejDesai
  31. 31. WITH OVER 1.2 BILLION VIEWS!!!! @TejDesai
  32. 32. SO WHY DID IT GO VIRAL? @TejDesai
  33. 33. @TejDesai
  34. 34. And at the same time…• Catchy Music• Entertaining / Fun• Relevant Message : Anti-Materialism theme• Timing: Recession• Actions speak louder than words – Despite that the key words Wop…wop … Gangnam Style is understood my most!• Fairly well-known in Korea @TejDesai
  35. 35. And at the same time…• Reasonably good production values, featuring Popular comedians, rising young singer, Korea’s Got Talent winner• Leggy Koreans• Unexpectedness: ‘What the hell’-ness of the video• Most importantly, the content is shareable! @TejDesai
  36. 36. AND ACCORDING TO YOUTUBE… @TejDesai
  37. 37. Kevin Allocca, Google @TejDesaihttp://www.youtube.com/watch?v=BpxVIwCbBK0
  38. 38. Another recent viral video Over 10 million views in 10 months @TejDesai http://www.youtube.com/watch?v=ETSl8gWsFZ0
  39. 39. Another recent viral video Over 18 million views in less than a month @TejDesai http://www.youtube.com/watch?v=G_miGclPFGs
  40. 40. THUS THERE IS NO REAL FORMULA! @TejDesai
  41. 41. @TejDesai
  42. 42. Just a few fundamentals…• Online support/integration amplifies viralability/WOM• Human beings are emotional animals• We respond to emotions generated by specific cues: Leverage Humour, Absurdity, Surprise, Shock, Intrigue to name a few• Content, like contagion spreads through Audience Networks by harnessing the links between people• The more random the connections between social clusters, the better the chance that a piece of media will achieve super distribution. @TejDesai
  43. 43. Just a few fundamentals…• However the underlying virality is very different to traditional marketing• It is NOT enough to merely persuade someone to pay attention• They have to be motivated enough to risk their own personal brand by becoming your advocate! @TejDesai
  44. 44. THUS, LET US CHANGEOUR THINKING FROM MAKING ‘VIRAL’ CAMPAIGNS @TejDesai
  45. 45. TOEFFECTIVE CAMPAIGNS THAT GO VIRAL! @TejDesai
  46. 46. @TejDesai
  47. 47. Thank You! -Tej DesaiInteractive & Engagement Director LoweMENA @TejDesai
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×