Viral Marketing Course version II

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This is the second iteration of a two day course in viral/spreadable marketing. This presentation contains the slides for both days. …

This is the second iteration of a two day course in viral/spreadable marketing. This presentation contains the slides for both days.
The course was held for Ravensbourne College at the Stephen Lawence Centre in London. The presentation also includes the notes given by guest speaker, Gavin Williams, who kindly came to share with us his experiences in launching Classic Wine Direct.

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  • 1. INTRODUCTION TO VIRAL MARKETING Version II 25-26 June 2009 Stephen Lawrence Centre, London Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 2. Programme – Day 1 • What is viral marketing? • Showcase and examples • Team task • Preparing the ground • Seeding • Tools of the trade Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 3. Programme – Day 2 • Bringing your campaign to life • Case studies • Project management • Launch • Measuring success • Ethics, legal and codes of conduct • Team task presentations Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 4. Introductions Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 5. Pub Quiz Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 6. Round 1 1. How many households in the UK had broadband by the end of 2007? 15.4 million 2. What was the online ad spend for the UK in 2007? £2.8 billion 3. What percentage of the internet population is over 55? 19% 4. What is the percentage of unwanted emails (spam) sent over the net each year? 97% 5. Who between the ages of 25 and 34 spend more time online: women or men? Women 6. How many SMS (texts) were sent in December 2008 in the UK? 7.7 billion 7. What is the most popular online activity? Using email – 29.9m 8. What is the average age of a visitor to YouTube? 34 9. Which age group were the largest users of SMS in 2008 Q3 in the UK? 55+ 10. What percentage of 15-24 year olds watched user-generated content in 2007? 87% Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 7. Round 2 1. Who is the trade association for the internet marketing industry? The IAB (Internet Advertising Bureau) 2. Name three types of media that can be used in viral marketing Email, online games, SMS, social media apps, video… 3. Which 1960s singer used viral marketing to promote their greatest hits box set? Bob Dylan 5. What is an ARG? Augmented or Alternative Reality Game 4. Name three video sharing sites YouTube, Facebook, Vimeo, Brightcove, DailyMotion, MySpace, Flickr, Metacafe 6. Which lager brand created a digital pint game for the iPhone? Carlsberg 7. How many views on YouTube in the UK has the Cadbury’s Gorilla ad had? Over 5 million 8. Which off-license chain prior to Christmas 2006 used email and social media to promote a 40% off online printable voucher? Threshers 9. How many views did Burger King’s Subservient Chicken game rack up in its first week? 46 million Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 8. Viral marketing: a board room debate Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 9. Which is your favourite viral marketing campaign? • Why? • How did you find out about it? • What makes a good viral campaign? Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 10. So, we’re allocating budget, but what is it? Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 11. Viral marketing is… • A way of thinking • A strategy • About spreading a message Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 12. Viral marketing… Is not confined to a particular medium (despite appearances and strong associations with video and YouTube). It isn’t viral by definition of the medium used or by the intent of creation. Something ‘goes’ viral, if the message spreads successfully. You cannot make a viral campaign, but you can create a campaign that uses strategies that may make your campaign more likely to go viral – a subtle but significant difference. Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 13. Showcase examples Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 14. Hotmail Launched as one of the first free email service in July 1996 and bought by Microsoft in Jan 1998 for a estimated $400m. Why? Within 18 months of launch it had already gathered around 8.5 million subscribers How? Hotmail simply attached an automated signature at the bottom of each e-mail message that promoted their free service. Every single e-mail sent by a Hotmail user contained this message, thus spreading it like a virus. Recipients would see the ad, and as a result, they too signed up for Hotmail. By 2008 Hotmail had 270 million users and was available in 35 languages Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 15. The Blair Witch Project Released in US - July 14, 1999 Production Budget - $35,000 Total US Gross - $140,539,099 Prints and Advertising Budget - $6,500,000 Worldwide Gross - $248,300,000 A buzz was created on and off line to promote the film via the creation of a myth that the creators had found actual footage of an unexplainable phenomenon left by a missing group of campers. The creators themselves seeded this myth by appearing on Pierson show "Split Screen" with 8 minutes of footage they claimed was found in the woods. Pierson encouraged indie aficionados to debate the truth of the Blair Witch on his web site. When The Blair Witch Project website went live they further spread the disinformation. The film was introduced as Sundance during midnight screening, where industry and Hollywood elite were treated with same guerrila/fandom strategy, "flyering" Sundance with "missing" leaflets. http://tbwp.freeservers.com/webring.html http://www.blairwitch.com/mythology.htm Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 16. Burger King: Subservient Chicken • Behind the scenes details: http://www.barbariangroup.com/posts/1938- happy_5th_birthday_subservient_chicken Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 17. Simpsons: the movie, avatar creator Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 18. Will It Blend? Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 19. Mini – ‘Ave a word Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 20. Questions? Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 21. Play time: what makes these viral? • http://dylan.sonybmgmusic.co.uk • http://www.willitblend.com • http://aveaword.glueserv.com/ • http://www.icetruck.tv/news/ • http://www.knowthesigns.com/ • http://www.horselstest.no/english/ • http://www.mcvideogame.com/game-eng.html • http://demo.fb.se/e/ikea/comeintothecloset2/site/default.h • http://www.youtube.com/watch?v=qKAInP_tmHk (note no. of views) Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 22. Other examples to look at: Radio Head: In Rainbows and Ho_use of/ card_s http://code.google.com/creative/radiohead/viewer.html Nine Inch Nails, Ghost’s I-IV album (wikipedia a good starting point) T-mobile, Life’s for Sharing, 2009 campaign(s) Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 23. Discussion: what makes something go viral? Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 24. Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 25. Viral marketing elements (a selection) A successful viral marketing strategy: • Give away products or services (including entertainment) • Provide for effortless transfer to others • Scale easily from small to very large • Exploit common motivations and behaviours • Utilize existing communication networks • Take advantage of others' resources Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 26. Lunch Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 27. Team brief Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 28. Planning Identify: • Brand or product(s) to be marketed • Target market or audience/people you are trying to speak to • The media they use to commonly communicate and share stuff • Budget • Timings • Overall aim: brand awareness, increase sales, increase customer details acquisition? • Activity that may impact on campaign and timings – brand redesign, new product launch, PR campaign, your schedule (eg. holidays) Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 29. Planning: before you go too far… Be honest – how good is the brand or product you are trying to market? ie… How hard are you going to have to work, and if you’re successful will the brand/product stand up to the attention? Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 30. Planning - benchmarking • Understand and benchmark your current online presence – Official – Customer, PR, media, generated • Understand your existing customer base and review how you communicate, benchmark • Understand who are the best influencers for your brand Review and revise where required before going any further Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 31. Benchmarking your online presence (In addition to any server-side stats package - Google Analytics, WebTrends etc) Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 32. Exercise 1. Use the following sites to understand how your site is reflected in search: • Google and another search engine (note organic as well as paid-for search results) • http://web.grader.com/ • http://www.justsearching.co.uk/tools/site-comparison/ Did you find any unusual links or associations? If benchmarking: record the results, in particular, the number of back links and position within search (1st, 2nd, 3rd etc) Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 33. Exercise 2. Use the following site to get a sense of how your chosen site is reflected in social media/communications: http://www.socialmention.com Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 34. Some other sites to check Blog search engines: www.icerocket.com, www.technorati.com or www.google.com/blogsearch Microblogs: www.twitter.com, www.tumblr.com Social networks – www.flickr.com, www.myspace.com, www.facebook.com, www.bebo.com, www.xing.com Social bookmarking – www.delicious.com, www.stumbleupon.com Social news – www.digg.com, www.reddit.com, www.newsvine.com Video sharing: www.youtube.com, www.vimeo.com, www.dailymotion.com Also check: www.wikipedia.com, Yahoo Groups, Google Groups, forums Benchmark: quality and quantity of mentions, clips and posts Note: This list is not exhaustive. For a more comprehensive list see: http://www.lotame.com/blog/defend-your-brand-within-30-important-social-media-platforms/ Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 35. A social media deviation RSS and social bookmarks • http://www.commoncraft.com (instruction videos) • http://www.bloglines.com • http://del.icio.us Twitter Follow #hashtags using http://twitter.com/search Or think about using a desktop application such as Tweetdeck or Seesmic Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 36. Day 2 Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 37. Review of Day 1 In pairs discuss: • One new thing your learned yesterday • One thing you found challenging or didn’t understand Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 38. Case Studies Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 39. 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 Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 40. The solution Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 41. Media and results • Media used over the course of 90 Results, in the first 90 days of the days: campaign: Television Newspapers » 45 million PR impressions Outdoor » 2 million AudiUSA.com visitors Commuter Rail Magazines » 500,000 story participants Websites » 10,000 dealer leads Blogs » 4,000 test drives Live Events Email » 1,025 cars sold Podcasts Films Seeding Online Advertising Direct Mail Radio Wild Postings Voicemail Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 42. Amnesty International UK Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 43. 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 Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 44. Break Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 45. Your customers are your best evangelists and marketers Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 46. As are your employees Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 47. 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 Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 48. A bit about tagging Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 49. Sharing options and embedding Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 50. Measuring success Decide what for you success looks like. Is it: • Increased sales? • A high profile? • More people visiting your website? • An increase in a action on your website (eg. filling in a form) • Customer acquisition? • A better understanding of your customers or market? • Increase in brand/product/service awareness • Other(s) Using all the benchmarking work previously, and other information that you regularly collect, compare your progress. Set up a spreadsheet and record your results at a set time each week/month. Set time aside to analyse your results against your success criteria eg. did an increase in visits to the website co-inside with an increase in sales? Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 51. Ethics, best practice, the law Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 52. 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/ Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 53. WOMMA Code of conduct 5. Consumer protection and respect are paramount 6. The Honesty ROI: Honesty of Relationship, Opinion, and Identity 7. We respect the rules of the venue 8. We manage relationships with minors responsibly 9. We promote honest downstream communications 10. We protect privacy and permission in a campaign when asked by consumers or the media. 11. We will provide contact information upon request. http://womma.org/ethicscode/code/ Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 54. 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 Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 55. 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 • ‘Flogs’ the creation of a fake blog by a PR agency or organisation that poses as a customer to promote a product or service. http://www.cipr.co.uk/Membership/conduct/social-media.asp Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 56. Also see… The 1998 UK Data Protection Act http://www.opsi.gov.uk/Acts/Acts1998/ukpga_19980029_en_ Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 57. LUNCH Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 58. Time to work on team brief Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 59. Guest speaker: Gavin Williams, Classic Wine Direct Classic Wine Direct launched in June 2009. We wanted to move away from a direct marketing model to a personal and passionate way of sharing our love of wine … and selling it online. Influential work on our thinking Panacea81 http://www.youtube.com/user/panacea81?view=videos Wine Library - http://tv.winelibrary.com/ Prior to launch http://wineoftheweek.co.uk/ http://www.twitter.com/wineoftheweek Classic Wine Direct http://www.classicwinedirect.com Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 60. Other sites Gavin mentioned • http://www.ning.com - create your own social network • http://www.tubemogul.com/ - video distribution and analytics service Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 61. Time for presentation preparation Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 62. Presentations and prizes Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk
  • 63. General resources • Viral Monitor - http://www.chinwag.com/lists/viralmonitor • Word of Mouth Marketing Association - http://www.womma.org/ • IAB - http://www.iabuk.net/en/1/viralmarketing.html • Mashable – http://www.mashable.com • Common Craft – http://www.commoncraft.com Viral Marketing: 25-26 June 2009 www.kathryncorrick.co.uk