New Media Class Session 6 Ss

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Overview of viral and video marketing for UCSD new media class.

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  • New Media Class Session 6 Ss

    1. 1. Marketing via New Media Viral Marketing Customer-Driven Marketing, Part 2 Becky Carroll, MBA UCSD Extension Summer 2008
    2. 2. Tonight’s Topic: Viral Marketing <ul><li>Guest speakers: Nichole Goodyear and Stephanie Gulley from Brickfish </li></ul><ul><li>Final Presentation overview: Karen Johnson, We ROCK 4 Kids! </li></ul><ul><li>Energizing customers via viral media </li></ul><ul><ul><li>Consumer-generated content </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>WOM (Word of Mouth) </li></ul></ul>
    3. 3. Homework Assignment #5 <ul><li>Video Marketing </li></ul><ul><li>Find a campaign done by a company on a video site. Is it good for their brand? Will it reach out to new customers, existing customers, or both? Could it be more effective? Be sure to explain your answers. </li></ul><ul><li>Blog: </li></ul><ul><li>Write at least one more post! </li></ul><ul><li>Write up your blog goals. What are you hoping to accomplish? Who are you targeting? Do you plan to continue your blog beyond the class? </li></ul>
    4. 4. What are your customers doing?
    5. 5. Word of Mouth <ul><li>It’s believable </li></ul><ul><ul><li>We trust our friends and others like us </li></ul></ul><ul><li>It’s self-reinforcing </li></ul><ul><ul><li>If we hear it from enough people, we probably believe it </li></ul></ul><ul><li>It’s self-spreading </li></ul><ul><ul><li>People spread the word on something they like </li></ul></ul>
    6. 6. Using YouTube to Promote <ul><li>Create a YouTube channel </li></ul><ul><ul><li>Account types: director, guru, musician, comedian </li></ul></ul><ul><li>Keep it short </li></ul><ul><li>Choose the right category and tags </li></ul><ul><li>Leave video responses </li></ul><ul><li>Reach out to the YouTube community </li></ul><ul><ul><li>Groups, chats, emails </li></ul></ul>
    7. 7. Will It Blend Case Study <ul><li>Tom Dickson, CEO of Blendtec Blenders, liked to put unusual things through the blenders </li></ul><ul><li>George Wright, Marketing Director, saw it and got an idea </li></ul><ul><li>Low budget for the first “extreme blending” videos </li></ul><ul><ul><li>$50-100 total for first five, including domain name, rakes, marbles, supplies </li></ul></ul><ul><li>Emailed customers for suggestions on what to blend next </li></ul><ul><ul><li>Response was overwhelming! </li></ul></ul>
    8. 8. Will It Blend: Tips and Results <ul><li>Focus on something that is fun </li></ul><ul><ul><li>Make it worth watching! </li></ul></ul><ul><li>Clearly demonstrate the brand </li></ul><ul><ul><li>This was the initial focus for Blendtec </li></ul></ul><ul><li>Solve the customer’s problem </li></ul><ul><ul><li>If it can blend a rake, it can blend my ice… </li></ul></ul><ul><li>Keep it real! </li></ul><ul><li>Results: Online web sales of home blenders were 4x the previous month’s sales (commercial up, too!) </li></ul>
    9. 9. Other examples of corporate videos <ul><li>Comedy </li></ul><ul><li>Zeroes (a take-off on Heroes TV Show from NBC) </li></ul><ul><li>Smirnoff’s Tea Partay video for their Raw Tea product </li></ul><ul><li>Apology </li></ul><ul><li>JetBlue CEO’s apology for problems (very well received) </li></ul><ul><li>Contests </li></ul><ul><li>TurboTax – TaxRap and TaxLaugh </li></ul><ul><li>Community: Weezer http://www.youtube.com/watch?v=muP9eH2p2PI </li></ul>
    10. 10. Homework Assignment #5 <ul><li>Video Marketing </li></ul><ul><li>Find a campaign done by a company on a video site. Is it good for their brand? Will it reach out to new customers, existing customers, or both? Could it be more effective? Be sure to explain your answers. </li></ul><ul><li>Blog: </li></ul><ul><li>Write at least one more post! </li></ul><ul><li>Write up your blog goals. What are you hoping to accomplish? Who are you targetting? Do you plan to continue your blog beyond the class? </li></ul>

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