Marketing via New Media Viral Marketing Customer-Driven Marketing, Part 2 Becky Carroll, MBA UCSD Extension Summer 2008

Tonight’s Topic: Viral Marketing Guest speakers: Nichole Goodyear and Stephanie Gulley from Brickfish Final Presentation overview: Karen Johnson, We ROCK 4 Kids! Energizing customers via viral media Consumer-generated content Video WOM (Word of Mouth)

Guest speakers: Nichole Goodyear and Stephanie Gulley from Brickfish

Final Presentation overview: Karen Johnson, We ROCK 4 Kids!

Energizing customers via viral media

Consumer-generated content

Video

WOM (Word of Mouth)

Homework Assignment #5 Video Marketing 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. Blog: Write at least one more post! 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?

Video Marketing

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.

Blog:

Write at least one more post!

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?

What are your customers doing?

Word of Mouth It’s believable We trust our friends and others like us It’s self-reinforcing If we hear it from enough people, we probably believe it It’s self-spreading People spread the word on something they like

It’s believable

We trust our friends and others like us

It’s self-reinforcing

If we hear it from enough people, we probably believe it

It’s self-spreading

People spread the word on something they like

Using YouTube to Promote Create a YouTube channel Account types: director, guru, musician, comedian Keep it short Choose the right category and tags Leave video responses Reach out to the YouTube community Groups, chats, emails

Create a YouTube channel

Account types: director, guru, musician, comedian

Keep it short

Choose the right category and tags

Leave video responses

Reach out to the YouTube community

Groups, chats, emails

Will It Blend Case Study Tom Dickson, CEO of Blendtec Blenders, liked to put unusual things through the blenders George Wright, Marketing Director, saw it and got an idea Low budget for the first “extreme blending” videos $50-100 total for first five, including domain name, rakes, marbles, supplies Emailed customers for suggestions on what to blend next Response was overwhelming!

Tom Dickson, CEO of Blendtec Blenders, liked to put unusual things through the blenders

George Wright, Marketing Director, saw it and got an idea

Low budget for the first “extreme blending” videos

$50-100 total for first five, including domain name, rakes, marbles, supplies

Emailed customers for suggestions on what to blend next

Response was overwhelming!

Will It Blend: Tips and Results Focus on something that is fun Make it worth watching! Clearly demonstrate the brand This was the initial focus for Blendtec Solve the customer’s problem If it can blend a rake, it can blend my ice… Keep it real! Results: Online web sales of home blenders were 4x the previous month’s sales (commercial up, too!)

Focus on something that is fun

Make it worth watching!

Clearly demonstrate the brand

This was the initial focus for Blendtec

Solve the customer’s problem

If it can blend a rake, it can blend my ice…

Keep it real!

Results: Online web sales of home blenders were 4x the previous month’s sales (commercial up, too!)

Other examples of corporate videos Comedy Zeroes (a take-off on Heroes TV Show from NBC) Smirnoff’s Tea Partay video for their Raw Tea product Apology JetBlue CEO’s apology for problems (very well received) Contests TurboTax – TaxRap and TaxLaugh Community: Weezer http://www.youtube.com/watch?v=muP9eH2p2PI

Comedy

Zeroes (a take-off on Heroes TV Show from NBC)

Smirnoff’s Tea Partay video for their Raw Tea product

Apology

JetBlue CEO’s apology for problems (very well received)

Contests

TurboTax – TaxRap and TaxLaugh

Community: Weezer http://www.youtube.com/watch?v=muP9eH2p2PI

Homework Assignment #5 Video Marketing 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. Blog: Write at least one more post! 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?

Video Marketing

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.

Blog:

Write at least one more post!

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?