Viral & Social Marketing Explained

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Diffusion Media explain everything you need to know about making a successful viral marketing campaign. A presentation created for the iStrategy 2010 conference.

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Viral & Social Marketing Explained

  1. 1. VIRAL & SOCIAL MARKETING
  2. 2. <ul><li>The beginning... </li></ul>
  3. 5. <ul><li>Maturing into... </li></ul>
  4. 6. Trojan <ul><li>In 2001 Trojan blamed a lack of brand awareness for failing to enter UK Market </li></ul>
  5. 7. Trojan
  6. 8. <ul><li>the big dilemma... </li></ul>
  7. 10. Traditional media challenges.. <ul><li>78% of consumers trust peer recommendations, only 14% trust ads </li></ul><ul><li>Only 18% of TV campaigns generate a positive ROI </li></ul><ul><li>90% of people that can skip TV ads, do. </li></ul>
  8. 11. Social media challenges.. <ul><li>Over 20 hours of video content is uploaded to You Tube every minute. </li></ul><ul><li>You Tube alone now receives 1 billion views a day </li></ul><ul><li>325m users of Facebook, 500k new sign ups every day </li></ul><ul><li>Users are too fluid to lock down to single touch points </li></ul><ul><li>You can’t control what people are saying about you (only organise it) </li></ul>
  9. 12. <ul><li>The points of entry now look so different.. </li></ul>
  10. 14. <ul><li>Create ideas that move through all mediums.. </li></ul>
  11. 15. <ul><li>Don’t tell your audience the story, </li></ul><ul><li>allow them to tell your story for you.. </li></ul>
  12. 16. <ul><li>Viral is now beyond a funny video or game.. </li></ul>
  13. 17. <ul><li>Sell tourism in a new and original way beyond banners, posters and TV ads. </li></ul><ul><li>Agency created &quot;The Best Job in the World&quot; – a position that sounds too good to be true. </li></ul><ul><li>Look after a deserted Island for several months and get paid! </li></ul>
  14. 18. <ul><li>35,000 videos created in 197 countries </li></ul><ul><li>During campaign the site was receiving 6M unique visits per month </li></ul><ul><li>Substantial news coverage across shortlisted countries (50) - BBC ran an hour documentary on the final. </li></ul><ul><li>Media coverage estimated at over $100 million from a campaign budget of $1.2 million. </li></ul><ul><li>And the agency estimates the campaign has reached 5 billion people through media coverage </li></ul><ul><li>Agency: Cummins Nitro </li></ul>Campaign results
  15. 19. Text
  16. 20. Fiesta Movement case study <ul><li>No media spend..... </li></ul><ul><li>Ford targets You Tube generation with Fiesta launch </li></ul><ul><li>Engage popular digital story tellers to market your product </li></ul><ul><li>6 month online campaign only </li></ul><ul><li>Covered extensively by “offline” media </li></ul><ul><li>Different themes; travel, technology, style and design, social activism, adventure and entertainment. </li></ul><ul><li>The story tellers broadcast regular updates via You Tube, blogs and Twitter. </li></ul>
  17. 22. Campaign results <ul><li>4.3 million YouTube views thus far from 1000+ videos created by storytellers </li></ul><ul><li>500,000+ Flickr views from 13,000 photos created </li></ul><ul><li>3 million+ Twitter impression </li></ul><ul><li>600+ Blogs posted content </li></ul><ul><li>37% of Gen Y audience were aware of the Fiesta before its launch </li></ul><ul><li>50,000 interested potential customers, 97% of which don’t own a Ford. </li></ul><ul><li>www.fiestamovement.com </li></ul>Agency: JWT/Undercurrent
  18. 23. <ul><li>Burger King launches a Facebook application, encourages users to remove Facebook friends. </li></ul><ul><li>Delete ten friends from profile and get a free Whopper. </li></ul>
  19. 24. <ul><li>230k friends were removed by 83k people in less than a week.A great example of real engagement from users.... </li></ul><ul><li>Facebook shuts it down, citing privacy issues.. </li></ul><ul><li>Estimate investment; $50,000 </li></ul><ul><li>Estimated return: $400,000 (press/media value) </li></ul><ul><ul><ul><ul><ul><li>Campaign results </li></ul></ul></ul></ul></ul>Agency: Crispin Porter
  20. 25. <ul><li>Keep your objective simple and plain </li></ul><ul><li>Be blunt, don’t over crowd your message </li></ul><ul><li>Use viral video as a conversation starter </li></ul><ul><li>What does the press release look like? </li></ul>Tips for successful viral campaigns
  21. 26. <ul><ul><ul><ul><ul><li>Thanks for your time </li></ul></ul></ul></ul></ul>

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