Ensuring Virality Of Marketing

Ensuring Virality of Marketing Nirmal Palaparthi Digital Marketing 2.0 Conference 7 April 2009, Singapore, Asia

Warning! If you’re not above 18 years old, you may leave this room now! Virality: The act of content on the web being spread by users sharing it, bringing new users to the original content and therefore adding additional utility.

Feel free to doze off...
Traditional Agencies: caught in a time warp
Cost of the Last Mile
Predictions in the “downturn”
ROI 2.0
Basic Principles
Apple mantra #3
What to do after this presentation

Traditional Agencies: caught in a time warp
Antiquated concept: fee based on media bought
High dependence on creativity and copy
Shy away from redefining business models of clients
Do not understand the philosophy of web 2.0

42: Elements of a good viral clip...
Edginess
Surprise factor
Originality
Sexiness
Pop Culture
Emotion
Topicality
Allowing for water-cooler conversation
Branding
But then, what’s the difference between regular advertising and viral marketing?

Cost of the Last Mile
Matt Harding, ex multimedia game developer
39 million views on YouTube
84% stride chewing gum
0.25% Visa

Big Company Syndrome
CMO Claims 3% “conversion” rate of “923” views
= 28 hits on website!!
YouTube is not equal to Viral!!

Predictions in the “downturn”
Move over Traditional Media, digital marketing has viral reach!
Engadget and the iPhone
Move over Standalone Software products, Mashups deploy in internet time!
Marketing Accountability will drive budgets towards Social Media channels

Viral Marketing 1.0
According Joseph Carrabis,
“ The completely controllable part of viral marketing is based on mathematics and deals with the following questions: ”
How many individuals does the campaign need to start with (seed)?
How fast will the campaign spread (propagation factor)?
How will the campaign spread (vectors)?
How large a group is required to sustain the propagation (viral burden)?
What is the campaign's goal (maintenance factor)?
How large a group is required to sustain the campaign once the goal is achieved (threshold point)?
At what point is the campaign too successful (saturation point)?

It is not about the ad!
Viral advertising is sexy, but where is the money??
Hits on website is just not the metric
Take the water to the horse
TwitterHawk
Add value to the consumer
Amazon, SMART PADALA
Virality of Value
Beinggirl.com, Appexchange
Talk.Support.Energize.Embrace

OPPORTUNITIES SPAN ACROSS CUSTOMER TOUCHPOINTS Product Design and Improvement Communication Design Quality Control Corporate Communications Search Engine Marketing Campaign Management Customer Experience Touchpoints

Web2.0 tools that can be leveraged
Lucene or Google :: web 1.0
Ning or Facebook :: web 2.0
Laconica or Twitter :: web 2.5?

The Facebook vs. Twitter debate
Facebook is growing at 100%, Twitter is growing at 1100%
Facebook connects people, Twitter connects entities
Facebook’s power is amount of data layers, twitter’s power is lack of data layers

ROI 2.0
Do not measure with a sliding scale
Pause, Measure, go to Plan B if required
Cloud computing allows for variable infrastructure
Do not do all the heavy lifting yourself
The Blogger is your new Agency
the 1:10:100:700 rule
Leave something on the table
The Carrier needs an incentive

Basic principles
#1 Spread Value, not... Viruses
#2 Park at hubs that connect diverse people
#3 You need to know when to fan the flame

Empower early adopters it could be fun!

Word of Mouth in action
Star Trends Apparel Corp. organized a warehouse sale that they spread through word-of-mouth marketing.
This company sells overrun goods imported from US and UK and is located in Bulacan, Phillippines.

Star Trends: Reasons for Success
Hygiene factors
Strong Copy
Strong use of Imagery
Honesty is the Best Policy
Exclusivity empowerment
Do not forward Clause!!
Word of Mouth Fuelled by the Bloggers

Effective Viral Strategies 2.0
Understand the Blogger Animal
Listen, Profile
Leverage Social Graphs
Call History
Think platform
Buttons, Widgets, Browsers
Think Device
iPhone, Wii, Xbox, SMS

Follow the Leaders
Here is my top 10

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Ensuring Virality Of Marketing

by Nirmal Palaparthi on Apr 07, 2009

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