Your SlideShare is downloading. ×

Viral Marketing

1,595

Published on

Brief overview of viral marketing

Brief overview of viral marketing

Published in: Business, News & Politics
1 Comment
3 Likes
Statistics
Notes
No Downloads
Views
Total Views
1,595
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
252
Comments
1
Likes
3
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Transcript

    • 1. Viral Marketing ASIMS: Community Multimedia Summer 2008 Steve Anderson
    • 2. Historical context -Brands first appear in late 19th century -20th century mass marketing campaigns create markets for new products: radios, phonographs, cars, light bulbs , etc. -1980s: shift from product advertising to brand marketing -1990s: brands’ primary association is with lifestyle not commodities For years we thought of ourselves as a production-oriented company, meaning we put all our emphasis on designing and manufacturing the product. But now we understand that the most important thing we do is market the product. We’ve come around to saying that Nike is a marketing-oriented company, and the product is our most important marketing tool. -Phil Knight, Nike CEO
    • 3. Cultural context - Convergence Culture / Participatory Culture - Social and technological phenomenon - Proliferation of broadband access - Dynamic networks - Tech-savvy, empowered consumer-producers Chris Anderson, The Long Tail Henry Jenkins, Convergence Culture Yochai Benkler, The Wealth of Networks
    • 4. Marketing context - “Publicity stunts” - Guerilla marketing - Stealth marketing - Buzz marketing - Spam - Hoaxes - Astroturfing - Sock Puppeting - ARGs Conspiracy Culture: “Trust no one.”
    • 5. Memes - build on familiar cultural forms/practices - brand identity without the brand - mutation = lack of control - design aesthetics Apple “Switch” iPod / iRaq “ Citizen Ad” Vote Different
    • 6. Trust - confidence game - respect users/consumers - backlash potential The very few cannot fool the very many for very long. -Jordan Weisman
    • 7. Anonymity
      • Mystery / enigma
      • Credibility
      • - Prolonged buzz cycle
      Lonelygirl15 (2006) Subservient President (2004) Angry Professor (2007)
    • 8. User Generated Content -DIY culture -Remix culture -Copyright wars -Creative Commons Coke Zero, “Sue a Friend” (2007) Time Magazine (December 2006)
    • 9. Pleasure - TV advertising model: flow + interruption = frustrated desire - UGC: consumers become producers - Viral marketing: consumers become distributors VW GTI “Blingin’ in the Rain ” (DDB London 2005) Diet Coke + Mentos
    • 10. Sub-cultures
      • - Coextensive with existing social/cultural practices
      • - Enhanced social status
      • Context-specific
      • - Know your demographic
      Aquateen Hungerforce (2007)
    • 11. Play/Game cultures - Heightened expectations for interactivity/participation - Sophisticated audiences/consumers 42 Entertainment: I Love Bees (Halo2 ARG) 2004 Pontiac, Second Life Zombie Island (2007)
    • 12. Transgression & Virtuosity
      • - Jackass syndrome
      • - Sexual/violent/scatological
      • Excess
      • - Bathos
      Lee & Dan, VW Polo Suicide Bomber (2004) Sprite Zero, Friendship is Overrated (2006) OK Go, Here it Goes Again (2005)
    • 13. Transgression & Virtuosity
      • - Jackass syndrome
      • - Sexual/violent/scatological
      • Excess
      • - Bathos
      Nike, Kobe Jumps… (2008) Fountainskiing (2008) From GoViral http://www.goviral.com

    ×