Viral Marketing, Igniting the Buzz


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How do you harness the power of viral marketing? Sallie Burnett has brought together industry leaders to share with you the secrets of leveraging Web 2.0 techniques to ignite the buzz from people passing on information, recommendations and referrals about your company to a wide, yet focused circle of acquaintances.

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  • Caution: Brand & message often lost to humour
  • Viral Marketing, Igniting the Buzz

    1. 1. How to Ignite a Killer Viral Marketing Campaign
    2. 2. How to Ignite a Killer Viral Marketing Campaign <ul><li>Sallie Burnett , President, Customer Insight Group </li></ul><ul><li>Jason Billingsley , VP of Innovation, Elastic Path </li></ul><ul><li>Bill Hanekamp , CEO, The Well, Inc. </li></ul><ul><li>Chase Norlin , CEO, Pixsy </li></ul>
    3. 3. How to Ignite a Killer Viral Marketing Campaign
    4. 4. Why Are We Here Today? <ul><li>89% of US adult Internet users share content with friends, family and associates by email, and do so often. </li></ul><ul><li>63% of respondents share content at least once a week, and 25% share daily or almost daily. </li></ul><ul><li>The emails are usually shared with more than one person, with 75% of respondents forwarding content to up to six other people. </li></ul>Source: eMarketer Inc. 2008
    5. 5. Defining Viral Marketing <ul><li>Viral marketing is consumer to consumer marketing that goes beyond just word of mouth. </li></ul><ul><li>Viral marketing is about spreading your message through networks. Meetings, social networks, family gatherings, community groups, phone calls, peer pressure, media, email and blogs. Successful viral marketing is by persistence, passion and purpose. </li></ul>
    6. 6. TYPES OF VIRAL CONTENT What do the people want to see?
    7. 7. Word of Mouth does not = Viral <ul><li>WORD OF MOUTH </li></ul><ul><li>Loses momentum (Ripple) </li></ul><ul><li>Ongoing </li></ul><ul><li>Mostly Unplanned </li></ul><ul><li>VIRAL </li></ul><ul><li>Gains Momentum (Tsunami) </li></ul><ul><li>Sporadic </li></ul><ul><li>Often Planned </li></ul>
    8. 8. Humour Office Max: Penny Pranks
    9. 9. Passion Winelibrary: Gary Vee on WLTV
    10. 10. Shock/Disbelief Blendtec: Will It Blend?
    11. 11. Instructional Folica: Hair How-to’s
    12. 12. Fun Office Max: Elf Yourself
    13. 13. Remarkable Zappos: Customer condolence
    14. 14. Emotional 1-800-Flowers: Mother’s Day Video
    15. 15. Opportunistic Mr.Cupid
    16. 16. ALWAYS REMEMBER! <ul><li>It does not have to cost a lot </li></ul><ul><li>It has to have an angle </li></ul><ul><li>Tie-in your brand or message </li></ul><ul><li>Proper seeding is often essential </li></ul><ul><li>Have FUN! </li></ul><ul><li>BTW – is it repeatable? </li></ul>
    17. 17. Those funny-sounding Web 2.0 names can seriously lower your marketing budget. You have killer content. Now what?
    18. 18. 10-100 new Web 2.0 companies daily
    19. 19. Why social media?
    20. 20. Rule #1: Not predictive
    21. 21. We don’t see what failed. We only see the tip of the iceberg. The very few that succeeded. Since we don’t see the ones that failed, we really don’t know why the few were successful. If we did, we could predict future successes. Which we can’t.
    22. 22. Rule #2: Experiment. A lot.
    23. 23. Step #1: Blog It <ul><li>Free software </li></ul><ul><li>Comment </li></ul><ul><li>Subscribe (RSS) </li></ul><ul><li>Share </li></ul><ul><li>Blog as Newsletter </li></ul><ul><li>Comment on Others </li></ul>
    24. 24. Step #2: Post to Facebook
    25. 25. Step #2: Post to Facebook Post to other appropriate sites (don’t forget niche sites):
    26. 26. Step #3: Post to YouTube
    27. 27. Step #4: Twitter It
    28. 28. Step #4: Twitter It
    29. 29. Step #5: Share It
    30. 30. Step #6: Track It
    31. 31. Summary Rule #1: Not Predictive Rule #2: Experiment Step #1: Blog it. Participate in other blogs. Step #2: Post it (Facebook, YouTube) Step #3: Twitter it Step #4: Share it Step #5: Track it
    32. 32. Igniting a Killer Viral Marketing Campaign
    33. 33. <ul><li>Optimizing for Video Search Engines = </li></ul><ul><ul><ul><ul><ul><li>Free traffic </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Content exposure </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Ad revenue </li></ul></ul></ul></ul></ul>
    34. 34. How Do I Show Up Here?
    35. 35. Get Discovered! <ul><ul><li>Add rich metadata </li></ul></ul><ul><ul><ul><li>(most video search today still based on metadata) </li></ul></ul></ul><ul><ul><li>Push out RSS/MRSS and update frequently </li></ul></ul><ul><ul><li>Contact and submit to video search engines </li></ul></ul>
    36. 36. Got a Site? Run Video Search on it! <ul><li>Private Label Video Search = </li></ul><ul><li>More searches </li></ul><ul><li>More pageviews </li></ul><ul><li>More ad revenue </li></ul><ul><li>More pages for Google to crawl </li></ul>
    37. 37. Thank You! Please be sure to fill out your evaluation form and turn it into the room monitor or a staff member. Thank you. Chase Norlin, CEO Pixsy [email_address] Bill Hanekamp, Co-founder & CEO The Well, Inc. [email_address] Jason Billingsley, Co-founder & VP Innovation Elastic Path Software [email_address] Sallie Burnett, President Customer Insight Group, Inc. [email_address]