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081118 - Viral Marketing
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081118 - Viral Marketing

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Presentation on viral marketing that I gave at La Salle Business & Engineering School

Presentation on viral marketing that I gave at La Salle Business & Engineering School

Published in: Business, News & Politics

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    • 1. VIRAL MARKETING DIGITAL Waggener Edstrom Worldwide |Ged Carroll |November 18, 2008
    • 2. VIRAL MARKETING:
      • What viral marketing
      • What viral marketing isn’t
      • Going in with your eyes open
      • Factors for success
      • Considerations
      • Going viral for the wrong reasons
      • Case studies
      • Questions
    • 3. WHAT IS VIRAL MARKETING
      • A marketing phenomena that facilitates and encourages people to pass along a marketing message voluntarily
      • Attention economy
      • Content comes in many formats
        • Games
        • Video clips
        • Brandable software
        • Images
        • Text messages
        • Vouchers
    • 4. WHAT VIRAL MARKETING ISN’T
      • Free marketing
      • Easy to do
      • A guaranteed success
      • A great mechanism for direct response marketing (generally)
      • Infinitively sustainable
      • A way to dupe or deceive consumers
    • 5. GOING IN WITH YOUR EYES WIDE OPEN
      • Only 15 per cent of advertisers reached the goal of prompting consumers to pass along their messages for them - JupiterResearch Viral Marketing – Bring the Message to the Masses
      • Relatively older online users are more likely than relatively younger users to forward advertising messages to friends or tell friends about ads
      • Different influential groups not only respond very differently to advertising campaigns, but also influence others in very different ways and through different means
      • Failure to truly understand the audience means that a campaign is as likely to alienate an audience as influence it
      • Brands attempting to reach outside their brand images or target demographics and only end up looking like they are trying too hard
    • 6. FACTORS FOR SUCCESS
      • Brevity
      • Don’t try too hard – the audience needs to get it
      • Don’t make an outright ad unless you have amazing content
      • Do provide people with an opportunity to remix your content – carrying on the discussion
      • Do invest in great content
      • Don’t put all your eggs in one basket
      • Do think about Social Network Potential / Super Nodes
      • Do not allow a creative idea to be watered down by too much internal discussion
      • Tactics that work
        • Shock
        • Fake headlines
        • Appeal to sex
        • Incite a debate
      • Do seed and promote: blogs, forums, social networks, email list, friends
      • Think carefully about a content release strategy
      • Luck
    • 7. CONSIDERATIONS
      • What are you trying to achieve?
      • Who are you trying to influence?
      • What understanding do you have about them?
      • What other audiences could see this content?
      • What is the reward to me as a consumer for engaging with your content
      • What is the opportunity cost vis-à-vis other marketing tactics?
      • What will this do to your brand?
      • What legal constraints do you operate under?
      • What organisational constraints do you operate under?
      • What’s next?
      • What will do if it doesn’t work?
    • 8. GOING VIRAL FOR THE WRONG REASONS
      • Going against brand values
      • Offending stakeholder groups
      • Conducting an activity that is considered to be in bad taste
      • Being seen as dishonest
    • 9. CASE STUDIES
    • 10. NISSAN
      • Ni ssan Motor Company of Japan ordered its Israeli distributor to pull an advert that shows Arab businessmen venting anger at the fuel efficency of a Nissan Tiida car
      • The video went up on YouTube in July and was widely seen throughout the Arab world
      • Boycotts of Nissan products were started by Arab consumers
      • " We need to apply punishments... against these things. In order for Nissan to keep its interests in the region, it must apologize .” Saudi government spokesperson Hani al-Wafa
    • 11. SONY BRAVIA BALLS
      • Ad agency looked at a way of visualising the colour difference of Sony Bravia TVs and came up with an ad spot
      • The high production value of the ad and the creativity of the film garnered 4.3 million views in 2006 on YouTube
      • Improved brand and advert recall and Sony had a 15 per cent rise in sales
    • 12. BURGER KING WHOPPER
      • Burger King’s signature dish is the Whopper. This campaign was done by Crispin Porter + Bogusky.
      • A Whopper-free Burger King is set up.
      • Customers are being told: we are very sorry, Burger King discontinued the Whopper.
      • The reactions of real customers, taped with hidden cameras and a fake TV news crew!
      • Some customers get really very angry and some tell great stories about Burger King
      • Day 2: customers Whoppers are swapped for other chains burgers – more anger ensues
    • 13. CADBURY GORILLA
      • Cadbury Dairy Milk chocolate sales had been hit by a salmonella outbreak
      • The company needed to get the brand back in front of people and meaning something more than food poisoning
      • It needed to spur discussion, there are 63 response videos on YouTube and the original has been viewed 3.2 million times
      • 70 Facebook groups set up in appreciation of the gorilla
      • A 9% year on year increase in sales
    • 14. BIBLIOGRAPHY
      • Media Virus by Douglas Rushkoff
    • 15. © Waggener Edstrom Worldwide 2008