• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
New Media Class Session 6 Ss
 

New Media Class Session 6 Ss

on

  • 1,378 views

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

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

Statistics

Views

Total Views
1,378
Views on SlideShare
1,376
Embed Views
2

Actions

Likes
1
Downloads
0
Comments
0

1 Embed 2

http://www.slideshare.net 2

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

New Media Class Session 6 Ss New Media Class Session 6 Ss Presentation Transcript

  • 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)
  • 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?
  • 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
  • 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
  • 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!
  • 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!)
  • 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
  • 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?