MYTHBUSTERS: Viral marketing Viral marketing Pavel Rebrov [email_address] Anna Rokina [email_address]

Pavel Rebrov

[email_address]

Social Media monitoring Reputation Analysis Marketing Analysis The whole rest which comes after knowing where you are does

Social Media monitoring

Reputation Analysis

Marketing Analysis

The whole rest which comes after knowing where you are

People are gonna love it! It’ll make you famous! Word of Mouth Marketing - that’s what they write in The Books! Heck, let’s make a Virus! The Mystery of Viral Marketing

People are gonna love it!

It’ll make you famous!

Word of Mouth Marketing - that’s what they write in The Books!

Heck, let’s make a Virus!

Most assets never make it viral They’re boring No one likes ‘em except the Creators No need for focus groups, just be honest with yourself - would you send it to a friend of yours? Debunking the myth of viral marketing

Most assets never make it viral

They’re boring

No one likes ‘em except the Creators

No need for focus groups, just be honest with yourself - would you send it to a friend of yours?

Figure out the goals What is it you want from a Viral Something? Web traffic Brand Awareness Demand Generation Have some fun?

What is it you want from a Viral Something?

Web traffic

Brand Awareness

Demand Generation

Have some fun?

It’s not the way it seems to be

Gourmet of Buzz metrics What’s on the menu coverage (page impressions/page visits/unique users) number of external linkages length of comments attention participation / engagement authority / influence sentiment niches & audience

What’s on the menu

coverage (page impressions/page visits/unique users)

number of external linkages

length of comments

attention

participation / engagement

authority / influence

sentiment

niches & audience

Have you met your goals? Views Dead metric, don’t get’cha nowhere Engagement Real discussions supported by someone you don’t know Spread Links set by someone you don’t know Direct links Mean you’re on email and IM

Views Dead metric, don’t get’cha nowhere

Engagement Real discussions supported by someone you don’t know

Spread Links set by someone you don’t know

Direct links Mean you’re on email and IM

Case study: Customer A Drawing attention to negative message about competitor Spreading the message through news reel 1,5 years has passed... Message is still around Reputation is still being corrected careful seeding, audience segmentation, relevant and true content, brand itself is virulent

Drawing attention to negative message about competitor

Spreading the message through news reel

1,5 years has passed...

Message is still around

Reputation is still being corrected

Case Study: Corbina’s Elephant Number aren’t great though impact on reputation is astonishing (still)

Number aren’t great though impact on reputation is astonishing (still)

Case study: Anton Uralsky Spontaneous Many claim to have “produced” the virus Well-known meme

Spontaneous

Many claim to have “produced” the virus

Well-known meme

Case Wannabe: krolik.ru

The Wisdom of Social Media PR Learn Мониторинг Act

Pavel Rebrov [email_address] Анна Рокина [email_address] Got a question?

Pavel Rebrov

[email_address]

Анна Рокина

[email_address]

Viral asset is usually a teaser... ... making you guess of the end of the show ... Or an obvious giveaway Remember hotmail.com It gets offensive! Naked women, drugs and breaking the law still count It gets creative! Original stuff counts Doesn’t treat Audience as idiots They do tend to spot the fakes and sometimes do hit with counter-strikes Creating a Viral Something

Viral asset is usually a teaser... ... making you guess of the end of the show

... Or an obvious giveaway Remember hotmail.com

It gets offensive! Naked women, drugs and breaking the law still count

It gets creative! Original stuff counts

Doesn’t treat Audience as idiots They do tend to spot the fakes and sometimes do hit with counter-strikes

Seeding the Virus Know your audience Viral marketing pros usually aren’t Know The Source somethingawful.com, 4chan.org, failblog.org, leprosorium.ru

Know your audience Viral marketing pros usually aren’t

Know The Source somethingawful.com, 4chan.org, failblog.org, leprosorium.ru