Startup Marketing - How To Create A Buzz (Reload Greece)
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Startup Marketing - How To Create A Buzz (Reload Greece)

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Reload Greece, the hub of Greek entrepreneurship in London, invited me to speak about viral marketing and the science of creating a buzz. This presentation explains why online viral content is not ...

Reload Greece, the hub of Greek entrepreneurship in London, invited me to speak about viral marketing and the science of creating a buzz. This presentation explains why online viral content is not enough to create a difference for startups and why new ventures should spend money and effort to create compelling products, effective communications and well-established brands and not viral videos.

I present some basic theories of product development, communication strategies and brand marketing featuring leading figures like Daniel Kahneman, Nir Eyal, Jonah Berger and Nicholas Christakis.

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Startup Marketing - How To Create A Buzz (Reload Greece) Startup Marketing - How To Create A Buzz (Reload Greece) Presentation Transcript

  • Allow Me To Introduce Myself I am Upstream’s Marketing & PR Manager, running global marketing and communications and working with world-leading brands like the Vodafone Group, Telefonica, T-Mobile, Coca-Cola and Nestle. I have acted as Marketing Project leader for the largest mobile marketing campaigns ever launched in LATAM and the Middle East and he has been nominated for a Public Relations Consultants Association (PRCA) Award for Upstream’s “Changing Digital Advertising Attitudes” campaign. I have been featured in top publications like AdWeek and MediaPost. I have previously worked for BBC Worlwide and TBWA/London.
  • I Am Introducing Myself Again But Now It Is 14% More Likely To Remember Me Vasileios Tziokas is Upstream’s Marketing & PR Manager, running global marketing and communications and working with world-leading brands like the Vodafone Group, Telefonica, T-Mobile, Coca-Cola and Nestle. He has acted as Marketing Project leader for the largest mobile marketing campaigns ever launched in LATAM and the Middle East and he has been nominated for a Public Relations Consultants Association (PRCA) Award for Upstream’s “Changing Digital Advertising Attitudes” campaign. He has been featured in top publications likeAdWeek and MediaPost. He has previously worked for BBC Worlwide and TBWA/London.
  • There Is No Secret Recipe For Making Something Viral. And Viral Is A Lame Word
  • This Red Line Is The Reason We Will Not Talk About Facebook Advertising
  • START UP So Actually These Are Your 3 Basic Weapons And You Have To Use Them Wisely Communication Product Brand
  • There are 4 main principles on building a brand signal: Act Extravagantly Sacrifice More Distinctive Design Concrete Actions So Let’s Talk About Brands: The Importance Of Signaling
  • Act Extravagantly
  • Sacrifice More
  • Distinctive Design
  • Concrete Actions
  • What Colors Really Mean
  • So Let’s Talk About Products
  • DANIEL KAHNEMAN SYSTEM 2 SYSTEM 1
  • Small, individual tasks are far less daunting than big ones. The way in which tasks are presented and broken down affects how motivated we are to start and finish them. Chunking: Offer Small & Well-Defined Tasks
  • The more involved people are in creating something, the better they feel about the end product. This leads to self-constructed items or products being valued more highly by the person who made it. Commitment: The Power Of Personal Investment
  • People do what’s “easy now”, even if their procrastination means that they will have to suffer more down the line. Our strong preference to avoid things that are effortful now, regardless of their long-term benefit, makes it really hard to sell complex products that are of strategic, rather than immediate importance. Hyperbolic Discounting: Make The First Step Easy
  • Including an obviously inferior third option, rather than simply giving a cheap/expensive price choice, can guide consumers to choose higher-priced goods. Asymmetrically Framed Choice
  • When multiple goals are pursued, they are less effectively achieved than goals pursued individually. The more goals attached to a single task, the lower the association between this task and each individual goal. As a result, people prefer activities, tasks and products that serve single goals. Goal Dilution: We Can Only Focus On One Thing At A Time
  • Product: The Hooked Model Triggers Action RewardInvestment
  • Inner Remarkability Game Mechanics Insider So Let’s Talk About Communication: The Must-Have Social Currency
  • People can form either groups or networks. Groups are nothing but a simple crowd while networks differ because there are ties between the people Ties between networks are so strong that if your closest friend is obese then you have around 45% to be obese too. If your friend’s friend is obese you have 25% and if your friend’s friend’s friend is obese too you have approximately 12% to suffer from obesity This is his rule known as the “3 degrees of separation”. The reasons behind this are: induction - social domino, homophily - we form friendships because we are the same and confounding - we share exposure to a third factor Nicholas Christakis Why Professor Christakis Is Important For Your Start-Up
  • ETHOS PATHOS LOGOS Aristotle Is Still The #master_of_persuasion
  • The Importance Of Storytelling
  • Awe: The Most Important Emotion In Advertising Positive Negative Awe, Humor Anger, Anxiety Contentment Sadness High Arousal Low Arousal