Viral Marketing

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Viral Marketing

  1. 1. VIRAL MARKETING Roma 11 Marzo 2010
  2. 2. Viral marketing From Wikipedia, the free encyclopedia The buzzwords viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses. It can be word-of- mouth delivered or enhanced by the network effects of the Internet. [1] Viral promotions may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages. Revision as of 20:46, 30 July 2007 Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness, through self-replicating viral processes, analogous to the spread of pathological and computer viruses........ The term "viral marketing" is also sometimes used pejoratively, to refer to stealth marketing campaigns[4]--the use of varied kinds of astroturfing both online and offline [5] to create the impression of spontaneous word of mouth enthusiasm.
  3. 3. Se cʼè qualcosa che si diffonde alla stessa velocità di un virus è la paura del virus stesso !!!! trend italia Lʼandamento delle ricerche [Google] sul virus H1N1 durante gli ultimi 12 mesi
  4. 4. is it hot ? gli strumenti viral marketing le piattaforme social media marketing
  5. 5. Come pianificare una campagna Ciclo di vita di una campagna Social / Viral / 2.0 Viral- Seo Effect Buzz-PR Conversation ENGAGEMENT A RESPONSE B Launch Ghosts of Google A Response generato da Buzz, dall’attrattività del brand, da azioni viral adhoc B Engagement genuino dovuto ad interazioni reali con il prodotto/servizio
  6. 6. Dove distribuire una campagna prima ... Video Repository oggi ... Content Distribution
  7. 7. Alcuni dati su Facebook Facebook users are sharing five billion pieces of content a week, or five times as much as they were in July. Facebook users are also posting 60 million status updates a day or 50% more than they were in September. However, the overall percentage of Facebook’s user base posting status updates has actually fallen with 35 of the 400 million users publishing these per day. New photo uploads are at 3 billion per month, up from 1 billion in July. There are 3.5 million new events created each month. Pages have also seen dramatic growth, with 3.2 million of pages. A lot of that growth has come from local businesses, which accounted for 800,000 of those new pages. Twenty million people become fans of Facebook Pages each day, or up more than twofold since July.
  8. 8. Un caso concreto Sindrome da Calzolaio
  9. 9. Progetto Lancio di una nuova metrica sulla misurazione dellʼengagement sui Social Media. Engagement Rate (TM) Interessante innovativa ma poco accattivante, proveniente da una agenzia giovane, poco conosciuta ed in teoria riservata ad un pubblico di addetti ai lavori. Come renderla Virale ?
  10. 10. La Viral strategy :| Cosa fare, non potendo aggiungere elementi crossmediali, sexy, splatter, fanny, shock, misteriosi, di ? sorpresa, teaser etc etc
  11. 11. La Viral strategy :| - farla passare come una ricerca proveniente dagli US - farla passare come una ricerca proveniente da una agenzia americana - effettuare azioni di pr-online/seeding sui SN e su alcuni “Guruʼs Blog” americani - rivelare che si tratta di una agenzia italiana - rivelare la metodologia - effettuare una successiva azione di pr offline
  12. 12. Alcuni risultati quantitativi - quasi 8.000 views su Slideshare - quasi 2.000 nuove entries su Google - un Engagement Rate di 7.6 % [583 positive interactions] - embeddata spontaneamente oltre 40 volte - traffico da embed > 800 - quasi 500 download - posizionamento al top - (5 volte) hot on facebook
  13. 13. Il trend Viral-Buzz- Seo Effect Conversation PR ENGAGEMENT A B RESPONSE Launch Ghosts of Google Response goes UP driven by Pr online, seeding, ... Engagement goes UP driven by Real conversations ..... Revamp generato da attività ad hoc Revamp generato da attività ad hoc .....
  14. 14. ... la più grande soddisfazione
  15. 15. Thank you! Gianluca Arnesano Managing Director gianluca@frozenfrogs.it

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