THE (UGLY) TRUTH ABOUT VIRALMARKETING. LIKE, FOR REAL.
VIRUSnoun1. AN INFECTION OR DISEASE CAUSED BY ANINFECTIVE AGENT THAT IS TOO SMALL TO BE SEENBY LIGHT MICROSCOPE AND IS AB...
3
4PHOTO BY M*RTEN ON FLICKR.COM
5                                       5PHOTO BY CHIM CHIM ON FLICKR.COM
x                                    6                                        6    PHOTO BY BAHMAN ON FLICKR.COM
7                                        7PHOTO BY SARIHUELLA ON FLICKR.COM
PLEASE TELL USYOU DON’T WANTTO DO THIS TOYOUR CUSTOMERS.                  8
WHAT YOU ACTUALLYWANT IS FOR YOUR MARKETINGTO SPREAD EXPONENTIALLY,LIKE A VIRUS.                             RIGHT?       ...
CONSUMER-DRIVEN MARKETINGnounA METHOD OF PROMOTION THAT RELIES ON CUSTOMERS HELPINGTO MARKET AN IDEA, PRODUCT, OR SER...
FOR EXAMPLE…               11
FLIP VIDEOCISCO’S LARGEST AD CAMPAIGN TO DATE ASKED REGULARFOLKS AS WELL AS CELEBRITIES LIKE STEPHEN COLBERT &USHER TO SUB...
MOUNTAIN DEW               MOUNTAIN DEW KICKED OFF THE               FIRST DEWMOCRACY CAMPAIGN BY               LETTING FA...
BURGER KINGBURGER KING’S WHOPPER SACRIFICE CAMPAIGN INVITED FANS TO DELETEFACEBOOK FRIENDS IN EXCHANGE FOR FREE WHOPPERS. ...
PEPSI REFRESH PROJECTAFTER 23 YEARS OF BUYING HUGE ADS DURING THE SUPERBOWL, PEPSI PASSEDON THE MOST-WATCHED TELEVISION EV...
PARANORMALACTIVITYPARANORMAL ACTIVITY PUT THEPOWER OF MOVIE DISTRIBUTIONINTO THE HANDS OF ITS FANS,THROUGH A CAMPAIGN THAT...
BARACK OBAMA’S PRESIDENTIAL CAMPAIGNBARACK OBAMA’S 2008 PRESIDENTIAL CAMPAIGN USED THE POWER OF SOCIAL& DIGITAL TECHNOLOGY...
VIRAL MARKETING                   VS.    CONSUMER-DRIVEN                                            MARKETING             ...
YOU ARE MORE LIKELYTO WAKE UP WITHYOUR HEAD SEWNTO THE CARPET THANTO SEE YOUR NEXTMARKETING CAMPAIGN“GO VIRAL.”           ...
UNLESS, OF COURSE,YOU HAPPEN TO HAVEA STASH OF MAGICALPIXIE DUST.                     20
CONSUMER-DRIVEN MARKETING              RELIES ON PEOPLE                SHARING STUFF          ABOUT YOUR BRAND           ...
CONSUMER-DRIVEN MARKETING                RELIES ON PEOPLE                  SHARING STUFF            ABOUT YOUR BRAND     ...
1   A DESIRE TO EXPRESS THEMSELVES.                                      23
2   A DESIRE TO BELONG.                          24
3A DESIRETO DO GOOD.   25
4    A DESIRE TO BE NAUGHTY.                              26
5   A DESIRE    TO BE    RECOGNIZED.                  27
6   A DESIRE    TO BUILD    RELATIONSHIPS.                28
THE DEGREE TO WHICH PEOPLE SHAREYOUR STUFF BOILS DOWN TO ONESIMPLE QUESTION:DOES THE BENEFITOF SHARINGOUTWEIGH THE RISK?  ...
WELL,   DOES IT?                   30
IN SUMMARY,HERE’S OUR VERY SIMPLE FORMULAFOR CONSUMER-DRIVEN MARKETING SUCCESS.                                    31
1   STOP TRYING TO    SPREAD VIRUSES.                    IN FACT,                  GO WASH               YOUR HANDS       ...
2   CREATE STUFF THAT PEOPLE    WILL WANT TO SHARE.               NOT BECAUSE YOU THINK IT’S SUPER CLEVER,                ...
3             THINK OF YOUR TARGET              AUDIENCE AS “FANS,”              NOT “CONSUMERS.”               TREAT THEM...
4       ENABLE, ENCOURAGE,        & REWARD SHARING.MAKE IT INSANELY EASY. MAKE IT ABSURDLY FUN.LET PEOPLE COLLABORATE, TIN...
IF YOU CAN’T FIND ANYMAGIC PIXIE DUST, GIVE US A CALL.Hi, we’re Espresso. Nice to meet you. In case we haven’t made it obv...
Infiltrate Now!www.brandinfiltration.com
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THE ( UGLY ) TRUTH ABOUT VIRAL MARKETING

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THE ( UGLY ) TRUTH ABOUT VIRAL MARKETING

  1. 1. THE (UGLY) TRUTH ABOUT VIRALMARKETING. LIKE, FOR REAL.
  2. 2. VIRUSnoun1. AN INFECTION OR DISEASE CAUSED BY ANINFECTIVE AGENT THAT IS TOO SMALL TO BE SEENBY LIGHT MICROSCOPE AND IS ABLE TO MULTIPLYONLY WITHIN THE LIVING CELLS OF A HOST.2. A HARMFUL OR CORRUPTING INFLUENCE.3. A PIECE OF CODE THAT IS CAPABLE OF COPYINGITSELF AND TYPICALLY HAS A DETRIMENTAL EFFECT,SUCH AS CORRUPTING THE SYSTEM OR DESTROYINGDATA. 2 2
  3. 3. 3
  4. 4. 4PHOTO BY M*RTEN ON FLICKR.COM
  5. 5. 5 5PHOTO BY CHIM CHIM ON FLICKR.COM
  6. 6. x 6 6 PHOTO BY BAHMAN ON FLICKR.COM
  7. 7. 7 7PHOTO BY SARIHUELLA ON FLICKR.COM
  8. 8. PLEASE TELL USYOU DON’T WANTTO DO THIS TOYOUR CUSTOMERS. 8
  9. 9. WHAT YOU ACTUALLYWANT IS FOR YOUR MARKETINGTO SPREAD EXPONENTIALLY,LIKE A VIRUS. RIGHT? 9
  10. 10. CONSUMER-DRIVEN MARKETINGnounA METHOD OF PROMOTION THAT RELIES ON CUSTOMERS HELPINGTO MARKET AN IDEA, PRODUCT, OR SERVICE BY CHOOSING TO SHARESOMETHING WITH THEIR FRIENDS. 10
  11. 11. FOR EXAMPLE… 11
  12. 12. FLIP VIDEOCISCO’S LARGEST AD CAMPAIGN TO DATE ASKED REGULARFOLKS AS WELL AS CELEBRITIES LIKE STEPHEN COLBERT &USHER TO SUBMIT VIDEOS OF THEIR EVERYDAY & UNIQUEMOMENTS SHOT ON FLIP CAMERAS FOR USE IN UPCOMING TVADS. NOT ONLY DID FLIP’S CONSUMER-DRIVEN MARKETINGEFFORT HELP TO CREATE HOURS OF SHARE-WORTHY CONTENT,BUT IT ALSO LED FLIP TO THE TOP CAMCORDER SPOT BY THEEND OF 2009, WITH A FIRM GRASP ON 36% OF THE U.S. MARKET. 12
  13. 13. MOUNTAIN DEW MOUNTAIN DEW KICKED OFF THE FIRST DEWMOCRACY CAMPAIGN BY LETTING FANS DESIGN NEW DEW FLAVORS AND PACKAGING. NOW, WITH DEWMOCRACY 2, THE CONSUMER-DRIVEN MARKETING EFFORT HAS FANS SUBMITTING, VOTING ON, & ULTIMATELY SELECTING AND CREATING MOUNTAIN DEW’S NEW TV ADS. MORE THAN 1,000 VIDEOS WERE SUBMITTED, AND DEWS FACEBOOK FRIENDS INCREASED 500% IN A MATTER OF WEEKS. 13 13
  14. 14. BURGER KINGBURGER KING’S WHOPPER SACRIFICE CAMPAIGN INVITED FANS TO DELETEFACEBOOK FRIENDS IN EXCHANGE FOR FREE WHOPPERS. WITHIN 10 DAYS OFTHE CAMPAIGN’S DEBUT, THE WHOPPER SACRIFICE APP WAS INSTALLED 60,000TIMES. TWO WEEKS LATER SOME 85,000 PEOPLE HAD DELETED OVER 230,000FRIENDS, PROMPTING FACEBOOK TO SHUT THE APP DOWN—AND GARNERINGBURGER KING A WHOPPER-SIZE PORTION OF FREE MEDIA COVERAGE. 14
  15. 15. PEPSI REFRESH PROJECTAFTER 23 YEARS OF BUYING HUGE ADS DURING THE SUPERBOWL, PEPSI PASSEDON THE MOST-WATCHED TELEVISION EVENT OF ALL TIME, & ALLOCATED1/3 OF ITS 2010 MARKETING BUDGET TO THE REFRESH PROJECT, A SOCIALMARKETING CAMPAIGN THAT REWARDS THOSE WITH BIG IDEAS FOR SOLUTIONSTO LOCAL & GLOBAL PROBLEMS. SINCE ITS LAUNCH ON JANUARY 13, 2010,THE PROGRAM HAS RECEIVED OVER 1 BILLION MEDIA IMPRESSIONS, INCLUDING44 MILLION BLOG POSTS, 70 MILLION TWEETS, & AMASSING 300,000 NEWFACEBOOK FANS. 15
  16. 16. PARANORMALACTIVITYPARANORMAL ACTIVITY PUT THEPOWER OF MOVIE DISTRIBUTIONINTO THE HANDS OF ITS FANS,THROUGH A CAMPAIGN THATENCOURAGED & ENABLED THEMTO “DEMAND” THE MOVIE BEBROUGHT TO THEIR CITY.AND IT WORKED.MORE THAN A MILLION DEMANDSLATER, PARANORMAL GARNERED AWORLDWIDE RELEASE & GROSSEDNEARLY A BILLION DOLLARS. 16 16
  17. 17. BARACK OBAMA’S PRESIDENTIAL CAMPAIGNBARACK OBAMA’S 2008 PRESIDENTIAL CAMPAIGN USED THE POWER OF SOCIAL& DIGITAL TECHNOLOGY TO ACTIVATE, CONNECT, & EMPOWER MILLIONS OFSUPPORTERS ACROSS THE COUNTRY. WHAT MIGHT HAVE BEEN ISOLATED POCKETSOF GRASSROOTS ACTIVISM BECAME A TIDAL WAVE OF SUPPORT THAT TURNED ALITTLE-KNOWN AFRICAN AMERICAN SENATOR WITH A FUNNY-SOUNDING NAMEINTO THE 44TH PRESIDENT OF THE UNITED STATES. 17PHOTO BY TONY THE MISFIT ON FLICKR.COM
  18. 18. VIRAL MARKETING VS. CONSUMER-DRIVEN MARKETING •  ASSUMES PEOPLE ARE ACTIVE PARTICIPANTS IN THE PROMOTION PROCESS; MORE “FANS” THAN CONSUMERS.•  ASSUMES PEOPLE ARE PASSIVE“HOSTS” WHO HAVE NO CHOICE •  ASSUMES CONTENT MUST NOTBUT TO PASS ON YOUR MARKETING ONLY BE SHARE-ABLE, BUT ALSOONCE CONTAMINATED. HIGHLY SHARE-WORTHY.•  ASSUMES THE MARKETING ITSELF •  REQUIRES A DEEP UNDERSTANDINGIS SELF-REPLICATING. OF HOW AND WHY PEOPLE SHARE STUFF (AND A WILLINGNESS TO PUT•  REQUIRES THE USE OF TALKING THOSE MOTIVATIONS FRONT ANDBABIES, CUTE BABY ANIMALS, CENTER).HALF-NAKED HOTTIES, &/ORMAGIC PIXIE DUST TO SUCCEED…BUT MOSTLY MAGIC PIXIE DUST. 18
  19. 19. YOU ARE MORE LIKELYTO WAKE UP WITHYOUR HEAD SEWNTO THE CARPET THANTO SEE YOUR NEXTMARKETING CAMPAIGN“GO VIRAL.” 19
  20. 20. UNLESS, OF COURSE,YOU HAPPEN TO HAVEA STASH OF MAGICALPIXIE DUST. 20
  21. 21. CONSUMER-DRIVEN MARKETING RELIES ON PEOPLE SHARING STUFF ABOUT YOUR BRAND WITH THEIR FRIENDS. 21
  22. 22. CONSUMER-DRIVEN MARKETING RELIES ON PEOPLE SHARING STUFF ABOUT YOUR BRAND WITH THEIR FRIENDS. WHY IN THE WORLD WOULD THEY DO THAT? 22
  23. 23. 1 A DESIRE TO EXPRESS THEMSELVES. 23
  24. 24. 2 A DESIRE TO BELONG. 24
  25. 25. 3A DESIRETO DO GOOD. 25
  26. 26. 4 A DESIRE TO BE NAUGHTY. 26
  27. 27. 5 A DESIRE TO BE RECOGNIZED. 27
  28. 28. 6 A DESIRE TO BUILD RELATIONSHIPS. 28
  29. 29. THE DEGREE TO WHICH PEOPLE SHAREYOUR STUFF BOILS DOWN TO ONESIMPLE QUESTION:DOES THE BENEFITOF SHARINGOUTWEIGH THE RISK? 29
  30. 30. WELL, DOES IT? 30
  31. 31. IN SUMMARY,HERE’S OUR VERY SIMPLE FORMULAFOR CONSUMER-DRIVEN MARKETING SUCCESS. 31
  32. 32. 1 STOP TRYING TO SPREAD VIRUSES. IN FACT, GO WASH YOUR HANDS RIGHT NOW. 32
  33. 33. 2 CREATE STUFF THAT PEOPLE WILL WANT TO SHARE. NOT BECAUSE YOU THINK IT’S SUPER CLEVER, BUT BECAUSE IT CATERS TO ONE OF THE SIX REASONS PEOPLE SHARE STUFF ONLINE. 33
  34. 34. 3 THINK OF YOUR TARGET AUDIENCE AS “FANS,” NOT “CONSUMERS.” TREAT THEM ACCORDINGLY. 34PHOTO BY ANIRUDH KOUL ON FLICKR.COM
  35. 35. 4 ENABLE, ENCOURAGE, & REWARD SHARING.MAKE IT INSANELY EASY. MAKE IT ABSURDLY FUN.LET PEOPLE COLLABORATE, TINKER, EXPERIMENT,REMIX, REPURPOSE, RECYCLE, AND REINVENT.GIVE YOUR FANS (& FUTURE FANS) A WAY TO GETSOME SKIN IN THE GAME. 35PHOTO BY JCBEHM ON FLICKR.COM
  36. 36. IF YOU CAN’T FIND ANYMAGIC PIXIE DUST, GIVE US A CALL.Hi, we’re Espresso. Nice to meet you. In case we haven’t made it obvious, we’rea bunch that firmly believes it’s time to stop wasting precious marketing dollarscreating ads that people ignore, and focus instead on creating experiences yourcustomers (and prospects) will love. We’re super-committed to doing just that inthe most cost-effective way possible—while never losing sight of our relentlesspursuit of being Amazing at Life™.SAY HELLO,WHY DON’T YOU?TORONTOJacquelyn CyrChief Executive Officer416 620 6773jacquelyn@brandinfiltration.comtwitter.com/infiltratorsBOSTONMarta KaganManaging Director, US617 477 5811marta@brandinfiltration.comtwitter.com/mzkagan brandinfiltration.com
  37. 37. Infiltrate Now!www.brandinfiltration.com

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