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Social media - word of mouth course

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  • 1. Word of Mouth Guillaume Ereteo you should follow me on twitter @ereteog
  • 2. Viral video "A viral video is one that becomes popular through the process of internet sharing, typically through video sharing websites and email" Wikipedia
  • 3. How many of these videos have you ever seen?
    • 100 Greatest hits of youtube
  • 4. None?
  • 5. More than 10?
  • 6. More than 50?
  • 7. emotional intelligence
    • Ability to feel, identify and asses emotion
  • 8. Empathy & viral emotions
    • contagion and social synchronisation
  • 9.  
  • 10. smile, laugh
  • 11. So sweety Protect species http://www.youtube.com/watch?v=cXXm696UbKY http://www.youtube.com/watch?v=UjXi6X-moxE
  • 12. anger / fear Protect individual
  • 13. sadness / suffering Protect individual
  • 14. Happyness, love, friendship, rire
  • 15. Be original
    • http://www.dailymotion.com/video/x17b6r_ma-valentine_creation
  • 16. "We are wired to connect" Goleman
  • 17. Identity, membership sentiments, opinions.
  • 18. Sharing feelings
  • 19. Sharing opinions
  • 20. Weapon of massive virality Counter sens of natural feelings
  • 21. Surprise for lasting impression
  • 22. The key? understand the emotional engagement of your audience! Emotion, Engagement and Internet Video [Bardzell et al 2008]
  • 23. how?
    • listen and put yourself in their shoes
  • 24. Viral communication n time  n time
  • 25. Viral ads
    • Target your customers and use it!
  • 26. Self promotion
    • similar to a brand
    http://www.youtube.com/watch?v=MytfhzcSF-Y
  • 27. messages
    • use your community members to diffuse your message
    Global Warming
  • 28. SKEMA 
  • 29. Business school 
  • 30. Viral game
  • 31.  
  • 32. Succes story made in Orange
  • 33.  
  • 34. Comparison Let people compare themselves
  • 35. Smart and simple viral campaign by IKEA
    • Engage people!
  • 36. Make it interactive
    • http://www.youtube.com/user/tippexperience
  • 37. So make it social!
    • http://twitter.com/about/resources
    • http://www.google.com/friendconnect
    • https://developer.linkedin.com/plugins
    • https://developers.facebook.com/docs/plugins
    • http://www.google.com/intl/en_uk/webmasters/+1/button
  • 38. Social media influence
  • 39. 71% of people share recommendations The Razorfish Social Influence Marketing Report
  • 40. I want to go to the cinema Which film should I watch
  • 41.  
  • 42.
    • Chain reaction
    Little emotional drop
  • 43. A consequence
    • “ Brüno so almost a 40% drop in ticket sales from Friday to Saturday, and lost even more steam going into Sunday."
    • http://mashable.com/2009/07/13/bruno-twitter-reactions/
  • 44. A cause ;)
    • Time  thinks Twitter might be to blame claiming that " Brüno  could be the first movie defeated by the Twitter effect."
  • 45. A cause
    • if you combine the positive and anticipatory tweets (Loved It, Pitt was Great, Have to see it), the results are pretty mind-blowing — 78% of tweets approve of the movie. On the flip side, combining negative tweets (Not Tarantino’s Best, Unimpressed), you get a measly 8%." http://mashable.com/2009/07/13/bruno-twitter-reactions/
  • 46. A consequence
    • "Quentin Tarantino's movie held fast after its $14.4 million Friday to finish the week end at $37.6 million "
    • http://www.riskybusinessblog.com/2009/08/inglourious-basterds-twitter.html
  • 47. The Razorfish Social Influence Marketing Report
  • 48. Example of key influencer
  • 49. Example of social influencer
  • 50. Example of known peer influencers
  • 51.  
  • 52. The buzz golden rule : there is no rule!
  • 53. TO DO 
  • 54. define and characterize the targeted community
    • who (age, sex, profession, opinions, interests, etc.)
    • where (facebook, blogs,niche networks, etc.)
    • vocabulary (search engine, goole keyword tool, etc.)
    • Define the influencers (key influencers, social influencers, known peer influencers)
    • Listen to this community ==> google alert, blog subscription, forum subscription
  • 55. your word of mouth
    • define the emotional engagement of your community
    • which influencer are you targeting
    • imagine a viral campaign (video, game, etc.)
    • where and how to launch it.
  • 56. references
    • Emotion, Engagement and Internet Video
    • Goleman, D.: Social Intelligence: The New Science of Human Relationships
    • Fluent: The Razorfish Social Influence Marketing Report
  • 57. [email_address] http://www.slideshare.net/ereteog http://www.twitter.com/ereteog