The New Digital Marketing Mix: Breathe Creativity

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4 Viral Techniques for Creating Irresistible Digital Marketing Campaigns

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The New Digital Marketing Mix: Breathe Creativity

  1. 1. Methods For Breathing Creativity Into Your Campaigns To Hook The Digital-Savvy Consumer www.realfresh.tv Drive Innovation, Track Results
  2. 2. <ul><li>Why The Digital Trend </li></ul><ul><li>The Latest Viral Techniques </li></ul><ul><li>Measuring and Quantifying ROI </li></ul><ul><li>How Can It Be Applied To You? </li></ul>www.realfresh.tv What We Will Cover:
  3. 3. www.realfresh.tv Once upon a time…
  4. 4. www.realfresh.tv There was only one way to market…
  5. 5. www.realfresh.tv
  6. 6. www.realfresh.tv
  7. 7. www.realfresh.tv Along came broadband Internet...
  8. 8. www.realfresh.tv
  9. 9. www.realfresh.tv And an incredible shift started to take place…
  10. 10. www.realfresh.tv Institutional Control Consumer Control
  11. 11. www.realfresh.tv The truth is…
  12. 12. www.realfresh.tv
  13. 13. www.realfresh.tv The future will only magnify this trend.
  14. 14. www.realfresh.tv
  15. 15. www.realfresh.tv
  16. 16. www.realfresh.tv The Lesson For Marketers?
  17. 17. www.realfresh.tv Go Beyond The Banner
  18. 18. www.realfresh.tv Multi-Platform Marketing
  19. 19. www.realfresh.tv
  20. 20. www.realfresh.tv How many people visited a social network in January?
  21. 21. www.realfresh.tv 19.2 million (58% of active UK Internet population).
  22. 22. www.realfresh.tv Average visitor spent 2 hours 26 minutes
  23. 23. www.realfresh.tv Your most influential customers are online.
  24. 24. www.realfresh.tv First mover advantage
  25. 25. www.realfresh.tv Reach the “lost” 16-24 demographic
  26. 26. www.realfresh.tv It’s Still All About The Creative
  27. 27. www.realfresh.tv
  28. 28. www.realfresh.tv
  29. 29. <ul><li>Why The Digital Trend </li></ul><ul><li>The Latest Viral Techniques </li></ul><ul><li>Measuring and Quantifying ROI </li></ul><ul><li>How Can It Be Applied To You? </li></ul>www.realfresh.tv What We Will Cover:
  30. 30. <ul><li>‘ How To’ Videos </li></ul><ul><li>Top 10-style Lists </li></ul><ul><li>Video Diaries </li></ul><ul><li>Competitions and Giveaways </li></ul>www.realfresh.tv Viral Techniques For Ideas That Grab Attention And Engage Consumers Online
  31. 31. Why? People like to learn new things. www.realfresh.tv ‘ How To’ Videos
  32. 32. <ul><li>Examples: </li></ul><ul><li>How To Fold A T-Shirt </li></ul><ul><li>How To Shuffle Poker Chips </li></ul>www.realfresh.tv ‘ How To’ Videos
  33. 33. Best Suited For: Viral Video Campaigns www.realfresh.tv ‘ How To’ Videos
  34. 34. www.realfresh.tv How To Fold A T-Shirt http://www.youtube.com/watch?v=b5AWQ5aBjgE
  35. 35. www.realfresh.tv How To Shuffle Poker Chips http://www.5min.com/Video/Shuffle-Poker-Chips-Like-a-Pro-8284
  36. 36. <ul><li>‘ How To’ Videos </li></ul><ul><li>Top 10-style Lists </li></ul><ul><li>Video Diaries </li></ul><ul><li>Competitions and Giveaways </li></ul>www.realfresh.tv Viral Techniques For Ideas That Grab Attention And Engage Consumers Online
  37. 37. Why? Easily digestible info resource. www.realfresh.tv Top 10-style Lists
  38. 38. Example: Top 10 Ways to Sleep Smarter and Better www.realfresh.tv Top 10-style Lists
  39. 39. Best Suited For: Blog Articles www.realfresh.tv Top 10-style Lists
  40. 40. www.realfresh.tv Top 10 Ways to Sleep Smarter and Better http://lifehacker.com/software/lifehacker-top-10/top-10-ways-to-sleep-smarter-and-better-309030.php
  41. 41. www.realfresh.tv Lifehacker, popular tech blog http://lifehacker.com/
  42. 42. <ul><li>‘ How To’ Videos </li></ul><ul><li>Top 10-style Lists </li></ul><ul><li>Video Diaries </li></ul><ul><li>Competitions and Giveaways </li></ul>www.realfresh.tv Viral Techniques For Ideas That Grab Attention And Engage Consumers Online
  43. 43. Why? Deeply engaging entertainment. www.realfresh.tv Video Diaries
  44. 44. <ul><li>Examples: </li></ul><ul><li>Lonelygirl15 </li></ul><ul><li>Kate Modern </li></ul>www.realfresh.tv Video Diaries
  45. 45. <ul><li>Best Suited For: </li></ul><ul><li>Branding using story-led creative </li></ul><ul><li>Video Podcasts (iTunes) </li></ul>www.realfresh.tv Video Diaries
  46. 46. www.realfresh.tv LonelyGirl15 Video Diary http://www.youtube.com/lonelygirl15
  47. 47. Over 50 million views since launch and counting. www.realfresh.tv LonelyGirl15 Facts
  48. 48. Each show attracted 100s of viewer comments on YouTube. www.realfresh.tv LonelyGirl15 Facts
  49. 49. Neutrogena and Hershey’s signed on as sponsors. www.realfresh.tv LonelyGirl15 Facts
  50. 50. www.realfresh.tv Kate Modern Web Soap http://www.bebo.com/abstractheart
  51. 51. Web’s first ‘social’ soap opera www.realfresh.tv Kate Modern Facts
  52. 52. Sponsors: Microsoft, Orange, Procter & Gamble, Warner Music, Paramount. www.realfresh.tv Kate Modern Facts
  53. 53. Each paid: £250k to ‘appear’ within show www.realfresh.tv Kate Modern Facts
  54. 54. Total audience: 35m videos viewed over a 5 month period (1.5m per week). www.realfresh.tv Kate Modern Facts
  55. 55. Money well spent? www.realfresh.tv
  56. 56. <ul><li>‘ How To’ Videos </li></ul><ul><li>Top 10-style Lists </li></ul><ul><li>Video Diaries </li></ul><ul><li>Competitions and Giveaways </li></ul>www.realfresh.tv Viral Techniques For Ideas That Grab Attention And Engage Consumers Online
  57. 57. Why? Everyone loves a freebie. www.realfresh.tv Competitions and Giveaways
  58. 58. Examples: 5 Day Gadget Giveaway www.realfresh.tv Competitions and Giveaways
  59. 59. Best Suited For: User Generated Content Campaigns (can be video, images or text) www.realfresh.tv Competitions and Giveaways
  60. 60. www.realfresh.tv 5 Day Gadget Giveaway http://www.realfresh.tv/the-first-british-iphone-giveaway/
  61. 61. www.realfresh.tv That’s all well and good…
  62. 62. www.realfresh.tv But how do I effectively…
  63. 63. www.realfresh.tv integrate
  64. 64. www.realfresh.tv online marketing with offline marketing?
  65. 65. www.realfresh.tv
  66. 66. First engage with consumers online www.realfresh.tv
  67. 67. www.realfresh.tv
  68. 68. Then create an authentic extension of your offline brand. www.realfresh.tv
  69. 69. www.realfresh.tv
  70. 70. “ The audience would rather be part of the campaign than be marketed to.” FeedCo. www.realfresh.tv
  71. 71. www.realfresh.tv
  72. 72. www.realfresh.tv How?
  73. 73. www.realfresh.tv Social Media employed: Online Video Innovative Social Media Campaigns Levi’s Behind The Fashion
  74. 74. www.realfresh.tv Innovative Social Media Campaigns Levi’s YouTube Channel Social Media employed: Online Video
  75. 75. www.realfresh.tv Innovative Social Media Campaigns Real Fresh TV New Music Page Social Media employed: Online Video | Blog | iTunes Podcast
  76. 76. www.realfresh.tv Innovative Social Media Campaigns Aviva Ocean Racing Social Media employed: Online Video | Blog
  77. 77. www.realfresh.tv Innovative Social Media Campaigns Aviva Ocean Racing Social Media employed: Online Video | Blog
  78. 78. <ul><li>Why The Digital Trend </li></ul><ul><li>The Latest Viral Techniques </li></ul><ul><li>Measuring and Quantifying ROI </li></ul><ul><li>How Can It Be Applied To You? </li></ul>www.realfresh.tv What We Will Cover:
  79. 79. www.realfresh.tv How Do I know It Is Working?
  80. 80. Use tools like Google Analytics Web-based website traffic monitor www.realfresh.tv Social Media: Inherently Measurable
  81. 81. www.realfresh.tv
  82. 82. Monitor Comment and View Counts Easily track video views and comments www.realfresh.tv Social Media: Inherently Measurable
  83. 83. www.realfresh.tv
  84. 84. Google Search ‘ Google’ key words before and after www.realfresh.tv Social Media: Inherently Measurable
  85. 85. Social Media/Buzz Monitoring Receive personalised reports about key words www.realfresh.tv Social Media: Inherently Measurable
  86. 86. <ul><li>Why The Digital Trend </li></ul><ul><li>The Latest Viral Techniques </li></ul><ul><li>Measuring and Quantifying ROI </li></ul><ul><li>How Can It Be Applied To You? </li></ul>www.realfresh.tv What We Will Cover:
  87. 87. Integrate Social Media early on into a campaign. www.realfresh.tv How Can It Be Applied To You?
  88. 88. www.realfresh.tv How Can It Be Applied To You?
  89. 89. First analyse your current marketing mix. www.realfresh.tv How Can It Be Applied To You?
  90. 90. Then work on the creative . www.realfresh.tv How Can It Be Applied To You?
  91. 91. www.realfresh.tv
  92. 92. Finally, don’t go it alone… www.realfresh.tv How Can It Be Applied To You?
  93. 93. Call in the experts . www.realfresh.tv How Can It Be Applied To You?
  94. 94. www.realfresh.tv How Can It Be Applied To You?
  95. 95. <ul><li>Why The Digital Trend </li></ul><ul><li>The Latest Viral Techniques </li></ul><ul><li>Measuring and Quantifying ROI </li></ul><ul><li>How Can It Be Applied To You? </li></ul>www.realfresh.tv What We Will Cover:
  96. 96. www.realfresh.tv And Now It’s Time For…
  97. 97. www.realfresh.tv The Interactive Workshop
  98. 98. www.realfresh.tv Interactive Workshop Brief: Create a short digital campaign using one of the four viral techniques mentioned earlier.
  99. 99. <ul><li>‘ How To’ Videos </li></ul><ul><li>Top 10-style Lists </li></ul><ul><li>Video Diaries </li></ul><ul><li>Competitions and Giveaways </li></ul>www.realfresh.tv Viral Techniques For Ideas That Grab Attention And Engage Consumers Online
  100. 100. Digital/Online Interactive Masterclass Chi-chi Ekweozor Founder & Managing Director RealFresh.TV Ltd www.realfresh.tv [email_address]
  101. 101. www.realfresh.tv Credits and References Man and Laptop - http://www.southwestecommerce.com/images/manlaptop.jpg Top 6 Ideas for Incredible Viral Content – http://www.techipedia.com/2007/6-ideas-for-viral-content/ Digital Native - http://keithwillsdesign.com/wiki/tiki-view_blog_post.php?blogId=1&postId=1 Lonleygirl15 - http://mashable.com/images/lonelygirl15.png Social Media - http://www.flickr.com/photos/somethinnew/384489940/ Speech Bubble - http://dailyreport.afa.org/AFA/Features/personnel/box0320096schwalier.htm iTunes Logo - http://canucks.nhl.com/team/app/?service=page&page=NHLPage&id=20749 Attention Level: http://www.instablogsimages.com/images/2007/10/04/rainfall-measuring-wellington-boot_6642.jpg
  102. 102. www.realfresh.tv Credits and References Top 10 Ways to Sleep Smarter and Better - http://lifehacker.com/software/lifehacker-top-10/top-10-ways-to-sleep-smarter-and-better-309030.php What Are We Doing - http://www.flickr.com/photos/deestea/198091208/ Kate Modern on Bebo – http://www.bebo.com/abstractheart Guardian on Kate Modern – http://www.guardian.co.uk/media/2008/jan/16/bebo.television Genie out of bottle – http://deutsch.istockphoto.com/file_closeup/?id=977005&refnum=605526 Paramount film plugs in Bebo’s Kate Modern - http://www.mad.co.uk/Main/Home/Articles/c1f55727cd9945ec8b280faca2da186a/Paramount-works-with-Bebo-to-get-film-plugs-into-Kate-Modern.html Social Media – http://www.dallaswebservices.com/images/blog_images/social-media.jpg http://www.popgadget.net/images/charlottetangye_footprint.jpg
  103. 103. www.realfresh.tv Credits and References Cat watching Cat – http://www.flickr.com/photos/cloudzilla/50257242/ Measuring Social Media – http://blogoscoped.com/archive/2008-03-21-n11.html http://www.jisclegal.ac.uk/search.htm Multi-Platform Marketing – http://gregverdino.typepad.com/greg_verdinos_blog/2007/09/yall-know-that-.html Contagious: http://www.levidepoches.fr/ Lighthouse: http://www.flickr.com/photos/mumbleyjoe/2043508173 Obay: http://www.flickr.com/photos/thebruce0/2280382961/ Digital Native: http://keithwillsdesign.com/wiki/tiki-view_blog_post.php?blogId=1&postId=1 Open Up: http://www.dallaswebservices.com/images/blog_images/social-media.jpg
  104. 104. www.realfresh.tv Credits and References Online Video Examples Schweppes Ad: slow motion balloons ad http://www.youtube.com/watch?v=pRFfJJjLpqw Views: 132,624 How To Fold A T-Shirt (Japanese) http://www.youtube.com/watch?v=b5AWQ5aBjgE Views: 314,711 How To Fold A T-Shirt (English) http://www.videojug.com/film/how-to-fold-a-t-shirt-in-2-seconds-explained Views: 224,297 How To Shuffle Poker Chips http://www.5min.com/Video/Shuffle-Poker-Chips-Like-a-Pro-8284 Views: 76,600 Dove Evolution: http://www.youtube.com/watch?v=iYhCn0jf46U Views: 6,376,542 Ronaldinho: Touch of Gold http://www.youtube.com/watch?v=lsO6D1rwrKc Views: 21,723,156 Beauty is a product of PhotoShop http://www.youtube.com/watch?v=chd6FC6AAD8 Views: 1,701,937

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