Viral Marketing Course: Day 2

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The second day of a Ravensbourne College course on Viral Marketing.

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Viral Marketing Course: Day 2

  1. 1. Viral Marketing: Day 2
  2. 2. Programme – Day 2 <ul><li>Review day 1 </li></ul><ul><li>Bringing your campaign to life </li></ul><ul><li>Case studies </li></ul><ul><li>Project management </li></ul><ul><li>Launch </li></ul><ul><li>Measuring success </li></ul><ul><li>Team task presentations </li></ul>
  3. 3. Review of Day 1 <ul><li>In pairs discuss: </li></ul><ul><li>One new thing your learned yesterday </li></ul><ul><li>One thing you found challenging or didn’t understand </li></ul>
  4. 4. Your customers are your best evangelists and marketers
  5. 5. As are your employees
  6. 6. 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
  7. 7. Bringing your campaign to life
  8. 8. A bit about tagging
  9. 9. Sharing options and embedding
  10. 10. CASE STUDIES
  11. 11. Audi: The Art of the Heist <ul><li>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. </li></ul><ul><li>Target. Highly affluent ($150K+), stylish, tech-savvy, web-addicted young men (ages 25-34) who are extremely active and mobile </li></ul>
  12. 12. The solution
  13. 13. Media and results <ul><li>Media used over the course of 90 days: </li></ul><ul><li>Television Newspapers Outdoor Commuter Rail Magazines Websites Blogs Live Events Email Podcasts Films Seeding Online Advertising Direct Mail Radio Wild Postings Voicemail </li></ul><ul><li>Results, in the first 90 days of the campaign: </li></ul><ul><li>» 45 million PR impressions </li></ul><ul><li>» 2 million AudiUSA.com visitors </li></ul><ul><li>» 500,000 story participants </li></ul><ul><li>» 10,000 dealer leads </li></ul><ul><li>» 4,000 test drives </li></ul><ul><li>» 1,025 cars sold </li></ul>
  14. 14. Amnesty International UK
  15. 15. Launching your campaign
  16. 16. Measuring success
  17. 17. Exercise: Taking the Bob Dylan campaign apart <ul><li>http://dylan.sonybmgmusic.co.uk </li></ul><ul><li>Note down: </li></ul><ul><li>The user journey </li></ul><ul><li>Sharing opportunities and embedding </li></ul><ul><li>All the opportunities to capture email data </li></ul><ul><li>How the site is branded </li></ul><ul><li>Where the mentions of the album are </li></ul>
  18. 18. Ethics, best practice, the law
  19. 19. Ethics <ul><li>WOMMA fundamental principles: </li></ul><ul><li>Happy, interested people will say good things about you </li></ul><ul><li>Honest, genuine opinion is our medium </li></ul><ul><li>We start, support, and simplify the sharing </li></ul><ul><li>Word of mouth cannot be faked </li></ul><ul><li>Word of mouth marketing empowers the consumer </li></ul><ul><li>http://womma.org/ethicscode/code/ </li></ul>
  20. 20. WOMMA Code of conduct <ul><li>Consumer protection and respect are paramount </li></ul><ul><li>The Honesty ROI: Honesty of Relationship, Opinion, and Identity </li></ul><ul><li>We respect the rules of the venue </li></ul><ul><li>We manage relationships with minors responsibly </li></ul><ul><li>We promote honest downstream communications </li></ul><ul><li>We protect privacy and permission in a campaign when asked by consumers or the media. </li></ul><ul><li>We will provide contact information upon request. </li></ul><ul><li>http://womma.org/ethicscode/code/ </li></ul>
  21. 21. Legal <ul><li>Under the Consumer Protection from Unfair Trading Regulations 2008 the following are now outlawed: </li></ul><ul><li>Creating fake blogs </li></ul><ul><li>Falsely representing oneself as a customer; and </li></ul><ul><li>Falsely advertising on social media site </li></ul>
  22. 22. No longer permitted: <ul><li>‘ 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 </li></ul><ul><li>‘ Flogs’ the creation of a fake blog by a PR agency or organisation that poses as a customer to promote a product or service. </li></ul><ul><li>http://www.cipr.co.uk/Membership/conduct/social-media.asp </li></ul>
  23. 24. Time for presentation preparation
  24. 25. Presentations
  25. 26. Resources <ul><li>Viral Monitor - http://www.chinwag.com/lists/viralmonitor </li></ul><ul><li>Word of Mouth Marketing Association - http://www.womma.org/ </li></ul><ul><li>IAB - http://www.iabuk.net/en/1/viralmarketing.html </li></ul>

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