Social media - word of mouth course

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Social media - word of mouth course

  1. 1. Word of Mouth Guillaume Ereteo you should follow me on twitter @ereteog
  2. 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. 3. How many of these videos have you ever seen? <ul><li>100 Greatest hits of youtube </li></ul>
  4. 4. None?
  5. 5. More than 10?
  6. 6. More than 50?
  7. 7. emotional intelligence <ul><li>Ability to feel, identify and asses emotion </li></ul>
  8. 8. Empathy & viral emotions <ul><li>contagion and social synchronisation </li></ul>
  9. 10. smile, laugh
  10. 11. So sweety Protect species http://www.youtube.com/watch?v=cXXm696UbKY http://www.youtube.com/watch?v=UjXi6X-moxE
  11. 12. anger / fear Protect individual
  12. 13. sadness / suffering Protect individual
  13. 14. Happyness, love, friendship, rire
  14. 15. Be original <ul><li>http://www.dailymotion.com/video/x17b6r_ma-valentine_creation </li></ul>
  15. 16. &quot;We are wired to connect&quot; Goleman
  16. 17. Identity, membership sentiments, opinions.
  17. 18. Sharing feelings
  18. 19. Sharing opinions
  19. 20. Weapon of massive virality Counter sens of natural feelings
  20. 21. Surprise for lasting impression
  21. 22. The key? understand the emotional engagement of your audience! Emotion, Engagement and Internet Video [Bardzell et al 2008]
  22. 23. how? <ul><li>listen and put yourself in their shoes </li></ul>
  23. 24. Viral communication n time  n time
  24. 25. Viral ads <ul><li>Target your customers and use it! </li></ul>
  25. 26. Self promotion <ul><li>similar to a brand </li></ul>http://www.youtube.com/watch?v=MytfhzcSF-Y
  26. 27. messages <ul><li>use your community members to diffuse your message </li></ul>Global Warming
  27. 28. SKEMA 
  28. 29. Business school 
  29. 30. Viral game
  30. 32. Succes story made in Orange
  31. 34. Comparison Let people compare themselves
  32. 35. Smart and simple viral campaign by IKEA <ul><li>Engage people! </li></ul>
  33. 36. Make it interactive <ul><li>http://www.youtube.com/user/tippexperience </li></ul>
  34. 37. So make it social! <ul><li>http://twitter.com/about/resources </li></ul><ul><li>http://www.google.com/friendconnect </li></ul><ul><li>https://developer.linkedin.com/plugins </li></ul><ul><li>https://developers.facebook.com/docs/plugins </li></ul><ul><li>http://www.google.com/intl/en_uk/webmasters/+1/button </li></ul>
  35. 38. Social media influence
  36. 39. 71% of people share recommendations The Razorfish Social Influence Marketing Report
  37. 40. I want to go to the cinema Which film should I watch
  38. 42. <ul><li>Chain reaction </li></ul>Little emotional drop
  39. 43. A consequence <ul><li>“ Brüno so almost a 40% drop in ticket sales from Friday to Saturday, and lost even more steam going into Sunday.&quot; </li></ul><ul><li>http://mashable.com/2009/07/13/bruno-twitter-reactions/ </li></ul>
  40. 44. A cause ;) <ul><li>Time  thinks Twitter might be to blame claiming that &quot; Brüno  could be the first movie defeated by the Twitter effect.&quot; </li></ul>
  41. 45. A cause <ul><li>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%.&quot; http://mashable.com/2009/07/13/bruno-twitter-reactions/ </li></ul>
  42. 46. A consequence <ul><li>&quot;Quentin Tarantino's movie held fast after its $14.4 million Friday to finish the week end at $37.6 million &quot; </li></ul><ul><li>http://www.riskybusinessblog.com/2009/08/inglourious-basterds-twitter.html </li></ul>
  43. 47. The Razorfish Social Influence Marketing Report
  44. 48. Example of key influencer
  45. 49. Example of social influencer
  46. 50. Example of known peer influencers
  47. 52. The buzz golden rule : there is no rule!
  48. 53. TO DO 
  49. 54. define and characterize the targeted community <ul><li>who (age, sex, profession, opinions, interests, etc.) </li></ul><ul><li>where (facebook, blogs,niche networks, etc.) </li></ul><ul><li>vocabulary (search engine, goole keyword tool, etc.) </li></ul><ul><li>Define the influencers (key influencers, social influencers, known peer influencers) </li></ul><ul><li>Listen to this community ==> google alert, blog subscription, forum subscription </li></ul>
  50. 55. your word of mouth <ul><li>define the emotional engagement of your community </li></ul><ul><li>which influencer are you targeting </li></ul><ul><li>imagine a viral campaign (video, game, etc.) </li></ul><ul><li>where and how to launch it. </li></ul>
  51. 56. references <ul><li>Emotion, Engagement and Internet Video </li></ul><ul><li>Goleman, D.: Social Intelligence: The New Science of Human Relationships </li></ul><ul><li>Fluent: The Razorfish Social Influence Marketing Report </li></ul>
  52. 57. [email_address] http://www.slideshare.net/ereteog http://www.twitter.com/ereteog

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