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Viral Marketing
 

Viral Marketing

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    Viral Marketing Viral Marketing Presentation Transcript

    • Viral Marketing
      Key Success Factors for Launching a Viral
      davidgracia.com
    • Why is Viral Marketing important
      why
      how
      value
      Differentiation
      Tell a story
      Viral Campaigns ROI
      Higher reach
      Surprise the audience
      YouTube vs. Google
      More credibility
      Create an emotion
      YouTube vs. TV
      Higher involvement
      Engage people
      Value of Viral Effect
      Better ROI
      Make sequels
      Key Metrics
    • Opportunity for differentiation
      • Consumers are exposed to an insane number of commercial impacts
      • Every day it is more difficult to grab the attention of our target customers
      • The efficiency of traditional marketing techniques decreases
    • reach a large audience
      • Word Of Mouth is nothing new of this era of the Internet
      traditional approach
      viral approach
      • But the web is becoming social and people are highly connected on social networks
      • This amplifies the reach and speed of the diffusion of viral messages
    • more credibility and relevance
      • Consumers have developed a negative attitude towards traditional advertising
      • People trust other people. 78% of people don’t trust advertising
      • In viral marketing the message comes with the endorsement of a trusted friend
    • Better return on investment
      • Viral marketing is not free; some kind of promotion is necessary to raise awareness about the campaign
      • Once a critical mass is reached the message gets spread virally (for free)
      • The higher the viral effect, the better the ROI of the campaign
    • Higher engagement
      • In viral marketing users take an active role: watch, comment, like, share
      • In some cases they even create content or suggest new videos to be produced
      • Thus the % of targeted audience that remembers the brand is higher than in mass media
    • How to earn the attention
      why
      how
      value
      Differentiation
      Tell a story
      Viral Campaigns ROI
      Higher reach
      Surprise the audience
      YouTube vs. Google
      More credibility
      Create an emotion
      YouTube vs. TV
      Higher involvement
      Engage people
      Value of Viral Effect
      Better ROI
      Make sequels
      Key Metrics
    • It’s all about a good story
      • You don’t control the distribution of the message that is sent from friends to friends
      • To encourage the pass-along rate it is important that your video does not sound like an add
      • The product or brand might appear explicitly but within a story
    • Do something unexpected
      • To earn the attention of users you need to surprise people
      • Never repeat something just because it worked in the past; leverage the novelty effect
      • Example: the tippex campaign surprises when the hunter goes out of the video and grab a tippex
    • Create an emotion
      • To be memorable and forwarded the message needs to raise an emotion
      • The emotion might be humor, play the absurd, a fake-or-real situation…
      • Or the emotion might be terror or something controversial
    • Make sequels
      • If you happen to find a creative concept that gets viral you’ve got a golden mine
      • Don’t just do a one-shot viral but make sequels to amplify the effect of the campaign over time
      • You can do a making off (Mixta), blend different objects or play with many different verbs (tippex)
    • Engage people
      • Allow sharing, embedding and downloading
      • Ask people to suggest new videos or create their own ones
      • Not only they will bring fresh ideas but will also become ambassadors of your campaign
    • What about the ROI?
      why
      how
      metrics
      Differentiation
      Tell a story
      Volume KPIs
      Higher reach
      Surprise the audience
      Activity KPIs
      More credibility
      Create an emotion
      Engagement KPIs
      Higher involvement
      Engage people
      Economic KPIs
      Better ROI
      Make sequels
      Tools for analytics
    • Depends on the objective
      Direct Sales
      Branding
      Purchasing Mood
      Social Mood
      Searching
      Browsing
    • Social media vs Mass media
      Active Role
      Passive Role
      Engagement
      Interruption
      From Friends
      From Companies
      Viral Effect
      No free impacts
    • Value of the Viral Effect
      reach
      cost
      X
      X
      Cost Per Click
      Net CostPer View
      Paid Views
      Total Views
    • Key Performance Indicators
      Engagement
      • Video Uploads
      • Likes
      • Forwards
      Activity
      • Comments
      • Favorite
      • Channel subscriptions
      Volume
      • Unique Visitors
      • Started Views
      • Completed Views
    • Viral Marketing on YouTube
      why
      how
      value
      Differentiation
      Tell a story
      Viral Campaigns ROI
      Higher reach
      Surprise the audience
      YouTube vs. Google
      More credibility
      Create an emotion
      YouTube vs. TV
      Higher involvement
      Engage people
      Value of Viral Effect
      Better ROI
      Make sequels
      Key Metrics