Communication in the digital age
It’s all about socialising, sharing and creating

Viral Marketing

                      ...
Communication in the digital age
    Welke middelen zet ik in en voor welke doelstellingen?




Bron: E-consultancy
Communication in the digital age
Viral Marketing
Introductie
Viral Marketing
Definitie



Wikipedia:

   Virale marketing is een marketingtechniek die poogt
   om bestaande sociale ne...
Viral Marketing
Organic vs Amplified Viral Marketing
Theorie
Viral Marketing
Campagneproces



   Wat is de doelgroep en wat is de doelstelling?

   Concept (= content, boodschap)
   ...
Viral Marketing
7 succesfactoren (Claus Moseholm, GoViral)



   Outstanding story
   Stickyness
   Relevance
   Portabili...
Viral Marketing
Grof, geil of grappig?
Viral Marketing
Tell a friend
Tell-a-friend
Viral Marketing
Viral linkbuilding
Viral Marketing
Social Media Optimization (SMO)
Viral Marketing
Meetbaarheid (Joseph Carrabis)


   How many i di id l d
   H           individuals does the campaign need...
Viral Marketing
Waar ligt kritisch omslagpunt?
Viral Marketing
Viral Tracker
Viral Marketing
YouTube Insight
Viral Marketing
Social Media Trackers
Praktijkvoorbeelden
Postbank (2005)
Postbank
Mijn Postbankpas




                   Promotie:
                   - 1 november 2005
                   - eigen...
Postbank
Mijn Postbankpas
Postbank
Mijn Postbankpas
Postbank
Mijn Postbankpas
Postbank
Mijn Postbankpas
Postbank
Mijn Postbankpas
Postbank
Mijn Postbankpas
Postbank
Mijn Postbankpas
Postbank
Mijn Postbankpas



                   3 nov    4
                   4 nov 26
                   5 nov 11
       ...
Postbank
Mijn Postbankpas




                   Promotie:
                   - 1 november 2005
                   - eigen...
Mentos (2006)
Diet Coke + Mentos = Kaboom!
What happens when you put a handful of Mentos candy into a bottle of diet soda?
Diet Coke + Mentos = Kaboom!
What happens when you put a handful of Mentos candy into a bottle of diet soda?
Diet Coke + Mentos = Kaboom!
What happens when you put a handful of Mentos candy into a bottle of diet soda?
Diet Coke + Mentos = Kaboom!
What happens when you put a handful of Mentos candy into a bottle of diet soda?
Diet Coke + Mentos = Kaboom!
What happens when you put a handful of Mentos candy into a bottle of diet soda?
Diet Coke + Mentos = Kaboom!
What happens when you put a handful of Mentos candy into a bottle of diet soda?
Diet Coke + Mentos = Kaboom!
What happens when you put a handful of Mentos candy into a bottle of diet soda?
Diet Coke + Mentos = Kaboom!
What happens when you put a handful of Mentos candy into a bottle of diet soda?
Diet Coke + Mentos = Kaboom!
What happens when you put a handful of Mentos candy into a bottle of diet soda?
Diet Coke + Mentos = Kaboom!
What happens when you put a handful of Mentos candy into a bottle of diet soda?
Diet Coke + Mentos = Kaboom!
What happens when you put a handful of Mentos candy into a bottle of diet soda?
Diet Coke + Mentos = Kaboom!
What happens when you put a handful of Mentos candy into a bottle of diet soda?
Diet Coke + Mentos = Kaboom!
What happens when you put a handful of Mentos candy into a bottle of diet soda?
Diet Coke + Mentos = Kaboom!
What happens when you put a handful of Mentos candy into a bottle of diet soda?
Diet Coke + Mentos = Kaboom!
What happens when you put a handful of Mentos candy into a bottle of diet soda?
Diet Coke + Mentos = Kaboom!
What happens when you put a handful of Mentos candy into a bottle of diet soda?
Overige voorbeelden
Viral Marketing
Subservient chicken-copy cats
            chicken copy
Viral Marketing
SP
Viral Marketing
Goeiemoggel (KPN)
Viral Marketing
Oppepper (Achmea)
Viral Marketing
Webstreaker (Vodafone)
Viral Marketing
Webshop (HEMA)
Viral Marketing
Tea Partay (Smirnoff)
Viral Marketing
Campaign for real beauty (Dove)
Viral Marketing
Mobile Marketing Bom (Mobilion)
Viral Marketing
Mobile Marketing Bom (Mobilion)
Viral Marketing
Internet Memes
Bronnen
Viral Marketing
Bronnen


   Viral Marketing Marketingfacts
   Vi l M k i @ M k i f
   Viral marketing at it’s best
   Vir...
Een merk zou zich niet
          moeten afvragen hoe
          het de aandacht van
          consumenten kan
             ...
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Viral Marketing

  1. 1. Communication in the digital age It’s all about socialising, sharing and creating Viral Marketing Hanneke van Stokkom & Marco Derksen Januari 2009
  2. 2. Communication in the digital age Welke middelen zet ik in en voor welke doelstellingen? Bron: E-consultancy
  3. 3. Communication in the digital age Viral Marketing
  4. 4. Introductie
  5. 5. Viral Marketing Definitie Wikipedia: Virale marketing is een marketingtechniek die poogt om bestaande sociale netwerken te exploiteren om zo de bekendheid van het merk te vergroten of positieve associaties te bewerkstelligen op een wijze die te vergelijken is met een virale epidemie. gj p
  6. 6. Viral Marketing Organic vs Amplified Viral Marketing
  7. 7. Theorie
  8. 8. Viral Marketing Campagneproces Wat is de doelgroep en wat is de doelstelling? Concept (= content, boodschap) Middelen (= seeding, traffic) Rapportage (= meten)
  9. 9. Viral Marketing 7 succesfactoren (Claus Moseholm, GoViral) Outstanding story Stickyness Relevance Portability Shareability Timing & actuality Seeding hook
  10. 10. Viral Marketing Grof, geil of grappig?
  11. 11. Viral Marketing Tell a friend Tell-a-friend
  12. 12. Viral Marketing Viral linkbuilding
  13. 13. Viral Marketing Social Media Optimization (SMO)
  14. 14. Viral Marketing Meetbaarheid (Joseph Carrabis) How many i di id l d H individuals does the campaign need to start with ( d)? h i d i h (seed)? How fast will the campaign spread (propagation factor)? How will the campaign spread (vectors)? How large a group is required to sustain the propagation (viral burden)? What is the campaign's goal (maintenance factor)? How large a group is required to sustain the campaign once the goal is achieved (threshold point)? At what point is the campaign too successful (saturation point)?
  15. 15. Viral Marketing Waar ligt kritisch omslagpunt?
  16. 16. Viral Marketing Viral Tracker
  17. 17. Viral Marketing YouTube Insight
  18. 18. Viral Marketing Social Media Trackers
  19. 19. Praktijkvoorbeelden
  20. 20. Postbank (2005)
  21. 21. Postbank Mijn Postbankpas Promotie: - 1 november 2005 - eigen medewerkers i d k - 10.000 jonge klanten
  22. 22. Postbank Mijn Postbankpas
  23. 23. Postbank Mijn Postbankpas
  24. 24. Postbank Mijn Postbankpas
  25. 25. Postbank Mijn Postbankpas
  26. 26. Postbank Mijn Postbankpas
  27. 27. Postbank Mijn Postbankpas
  28. 28. Postbank Mijn Postbankpas
  29. 29. Postbank Mijn Postbankpas 3 nov 4 4 nov 26 5 nov 11 6 nov 16 7 nov 13 8 nov 9 9 nov 16 10 nov 11 11 nov 10 ... > 150
  30. 30. Postbank Mijn Postbankpas Promotie: - 1 november 2005 - eigen medewerkers i d k - 10.000 jonge klanten In 2 weken tijd: - 42 000 aanvragen 42.000 - 12.000 deelnemers pj prijsvraag g
  31. 31. Mentos (2006)
  32. 32. Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?
  33. 33. Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?
  34. 34. Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?
  35. 35. Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?
  36. 36. Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?
  37. 37. Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?
  38. 38. Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?
  39. 39. Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?
  40. 40. Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?
  41. 41. Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?
  42. 42. Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?
  43. 43. Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?
  44. 44. Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?
  45. 45. Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?
  46. 46. Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?
  47. 47. Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?
  48. 48. Overige voorbeelden
  49. 49. Viral Marketing Subservient chicken-copy cats chicken copy
  50. 50. Viral Marketing SP
  51. 51. Viral Marketing Goeiemoggel (KPN)
  52. 52. Viral Marketing Oppepper (Achmea)
  53. 53. Viral Marketing Webstreaker (Vodafone)
  54. 54. Viral Marketing Webshop (HEMA)
  55. 55. Viral Marketing Tea Partay (Smirnoff)
  56. 56. Viral Marketing Campaign for real beauty (Dove)
  57. 57. Viral Marketing Mobile Marketing Bom (Mobilion)
  58. 58. Viral Marketing Mobile Marketing Bom (Mobilion)
  59. 59. Viral Marketing Internet Memes
  60. 60. Bronnen
  61. 61. Viral Marketing Bronnen Viral Marketing Marketingfacts Vi l M k i @ M k i f Viral marketing at it’s best Viral Friday Adverblog Viralblog Chrispin Porter Bogusky Ch i i P t + B k Seth Godin
  62. 62. Een merk zou zich niet moeten afvragen hoe het de aandacht van consumenten kan tk krijgen, maar juist hoe het consumenten aandacht kan geven. Vragen?
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