Viral Marketing Course: Day 2

Viral Marketing: Day 2

Programme – Day 2

Review day 1

Bringing your campaign to life

Case studies

Project management

Launch

Measuring success

Team task presentations

Review of Day 1

In pairs discuss:

One new thing your learned yesterday

One thing you found challenging or didn’t understand

Your customers are your best evangelists and marketers

As are your employees

Therefore: to increase the likelihood of a campaign going viral it’s best to already be regularly communicating, listening and talking with your customers and employees. Respect Listen Learn Converse

Bringing your campaign to life

A bit about tagging

Sharing options and embedding

CASE STUDIES

Audi: The Art of the Heist

Challenge: In the spring of 2005, Audi of America launched the A3, a premium compact which was a new category of car in the North American market. It was loaded with innovations and retailed at a higher-than-expected price. On top of that, other luxury car companies who had attempted this before had failed. Audi faced a significant challenge.

Target. Highly affluent ($150K+), stylish, tech-savvy, web-addicted young men (ages 25-34) who are extremely active and mobile

The solution

Media and results

Media used over the course of 90 days:

Television Newspapers Outdoor Commuter Rail Magazines Websites Blogs Live Events Email Podcasts Films Seeding Online Advertising Direct Mail Radio Wild Postings Voicemail

Results, in the first 90 days of the campaign:

» 45 million PR impressions

» 2 million AudiUSA.com visitors

» 500,000 story participants

» 10,000 dealer leads

» 4,000 test drives

» 1,025 cars sold

Amnesty International UK

Launching your campaign

Measuring success

Exercise: Taking the Bob Dylan campaign apart

http://dylan.sonybmgmusic.co.uk

Note down:

The user journey

Sharing opportunities and embedding

All the opportunities to capture email data

How the site is branded

Where the mentions of the album are

Ethics, best practice, the law

Ethics

WOMMA fundamental principles:

Happy, interested people will say good things about you

Honest, genuine opinion is our medium

We start, support, and simplify the sharing

Word of mouth cannot be faked

Word of mouth marketing empowers the consumer

http://womma.org/ethicscode/code/

WOMMA Code of conduct

Consumer protection and respect are paramount

The Honesty ROI: Honesty of Relationship, Opinion, and Identity

We respect the rules of the venue

We manage relationships with minors responsibly

We promote honest downstream communications

We protect privacy and permission in a campaign when asked by consumers or the media.

We will provide contact information upon request.

http://womma.org/ethicscode/code/

Legal

Under the Consumer Protection from Unfair Trading Regulations 2008 the following are now outlawed:

Creating fake blogs

Falsely representing oneself as a customer; and

Falsely advertising on social media site

No longer permitted:

‘ Astroturfing’ , the practice of falsely creating the impression of independent, popular support by means of orchestrated and disguised public relations activity. For example, in the context of social media, astroturfing techniques could include the creation of a dedicated blog, posting comments on others' blogs or on message boards, submitting supposedly amateur videos to YouTube