Using Viral Marketing And Email Marketing

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  • 1. Using viral marketing and email marketing as part of an integrated marketing campaign By Tink Taylor
  • 2. About Ellipsis Media
    • Established 8 years
    • Built dotMailer a leading email marketing service provider
        • DMA email marketing council member
    • Websites, microsites, intranets
    • Specialist expertise
        • Not-for-profit
        • Corporate
  • 3. Case Study - Overview
    • Effective use of email marketing
    • Maximising viral website traffic
    • Raising brand profile and increase organisational awareness
    • Increasing subscriber lists
  • 4. The Virus
    • You have to admire the virus. It has a way of living in secrecy until it is so numerous that it wins by sheer weight of numbers. It piggybacks on other hosts and uses their resources to increase its tribe. And in the right environment, it grows exponentially…..doubling with each iteration
  • 5. What does a virus have to do with marketing?
    • Viral marketing:
    • A strategy that encourages individuals to pass on a marketing message to others.
    • Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions
  • 6. Why do it?
    • Cost effective way to:
    • Increase website traffic
    • Raise brand profile
    • Increase organisational awareness
    • Build like minded product advocates
    • Create loyalty schemes
  • 7. Characteristics of a viral campaign
    • Provides for effortless transfer to others
    • Scales easily from small to very large
    • Exploits common motivations and behaviours
    • Utilises existing communication networks
    • Takes advantage of others' resources
    • The result is enhanced knowledge of products and services
  • 8. Critical success factors
    • Establish clear goals
    • Define target audience
    • Approve budget
    • Assign resources internally
    • Accountable project manager
    • Allow sensible timescales
    • Innovative ideas
  • 9. A Case Study: Plastics Europe Represents the interest of the plastics manufacturing industry in Western Europe at European level and promotes the benefits of plastics in every aspect of life
  • 10. Plastics Europe - Goals
      • Raised awareness of plastics good uses
      • Positive environmental issues
      • Subtle product information
      • Link to good cause
      • Sponsorship of Wateraid*
    • * Global charity established by water companies eg Thames Water
  • 11. WaterAid Benefits / Aims
      • Increase e-mail subscriber database
      • Pool of future donors
      • Raise awareness water sanitation programmes
      • No financial outlay from the reader
      • Users involvement
      • Increased donations to the organisation
  • 12. Integrated Campaign Features
    • Campaign Functionality
      • Design & build branded microsite
      • Launch via email across Europe
      • Linear ‘call to action’
      • Daily Competition
      • Daily Quiz
      • Tell-a-friend feature
      • Totaliser of clicks
      • Animations of ‘growing village’ – triggered email updates
      • Daily email reminders
  • 13. Concerns addressed
    • Anti fraud click detection
    • Correct permissions and opt ins
      • Information commissioners office
      • www.ico.gov.uk
  • 14. How it worked
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  • 20. How was it marketed?
    • Emailed to all WaterAid opt-in contacts
    • Promoted on WaterAid / Plastics Europe websites
    • Promoted through water authorities
    • Links from partner websites using banner toolkits
    • Viral messages seeded in web forums / discussion rooms
  • 21. How was it tracked?
    • dotMailer provides extensive tracking tools
      • Delivered, opened, forwards, opt outs
    • Microsite content management system tools
      • Daily click reports
      • Anti-fraud click blocking & analysis
  • 22. Campaign outcomes
    • 1.5m clicks ( € 150,000 donation) in just 6 weeks
    • bonus of 500,000 clicks ( € 50,000) in under 1 week
  • 23. The Overall Results
    • Benefits to Plastics Europe
      • Increased brand awareness
      • Positive environmental message seen 1.5m times
    • Benefits to Wateraid
      • Increased online donations
      • More supporters to the cause
      • New ‘e-news’ signups
    • Follow up campaign based around world cup – “kick to give”
  • 24. In Summary
    • Creative viral marketing allows smaller businesses to punch above their weight
    • Rapid growth in brand awareness & opt-in lists
    • Fractional costs of traditional media
  • 25. Contact Details
    • Tink Taylor - Business Development Director
    • t: 0208 239 1146
    • e: tink.taylor@ellipsismedia.co.uk
    • w: www.ellipsismedia.co.uk