Ensuring Virality Of Marketing
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Ensuring Virality Of Marketing

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This was a presentation made by Nirmal Palaparthi at the Digital Marketing 2.0 conference on 7 April at Amara, Singapore.

This was a presentation made by Nirmal Palaparthi at the Digital Marketing 2.0 conference on 7 April at Amara, Singapore.

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Ensuring Virality Of Marketing Ensuring Virality Of Marketing Presentation Transcript

  • 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
  • Fractal is a leading provider of customer intelligence to consumer-oriented businesses. Fractal's solutions help companies across the globe drive competitive advantage through a deeper understanding of their customer base, and using this understanding to drive intelligent interaction with customers. United States +1 201 633 8728 Rest of the Globe +65 6443 1926 www.fractalanalytics.com India +91 22 6704 2444 kal.eidoscope.com Kaleidoscope SOCIAL MEDIA ESP ESP.MD001 TM ESP