TONIGHT’S FIRST QUESTION
WHAT IS THE MOST IMPORTANT
FACTOR IN SOMETHING
“GOING VIRAL”?
...
PREPARE TO DISCUSS

OUR GOAL, ONCE AGAIN...
IDENTIFY, UNDERSTAND +
COLLABORATIVELY CREATE
A SEGMENT OF INDIVIDUAL + SOCIAL
NEEDS, WANTS, WISHES AND DESIRES.

OUR GOAL, SIMPLIFIED
D: DISCOVER PROSPECTS
U: UNDERSTAND NEEDS
M: MAKE A COMMUNITY
M: MEET THEIR NEEDS
Y: YOU WIN

PRESENTING KATE WHATLEY
WORD OF MOUTH
MARKETING

WAYS TO EARN CONVERSATION
+ GR8 PRODUCT OR SERVICE
+ GR8 CUSTOMER SERVICE
+ INTERESTING/DIFFERENT
PRODUCT

ORGANIC VS. AMPLIFIED

RULES
+ BE INTERESTING
+ MAKE IT EASY
+ MAKE PEOPLE HAPPY
+ EARN TRUST + RESPECT

REASONS PEOPLE TALK
+ YOU
+ ME
+ US

HOW TO STOP WOM
+ PRIZES + REWARDS
+ OVER-EXPOSURE

5 “T’S” OF PLANNED WOM
+ TALKERS
+ TOPICS
+ TOOLS
+ TAKING PART
+ TRACKING

WOM ETHICS
+ HONESTY OF RELATIONSHIP
+ HONESTY OF OPINION
+ HONESTY OF IDENTITY

WOM TODAY
+ POWER OF CONSUMERS
+ WHAT YOU DO
(NOT WHAT YOU SAY)
+ PERMANENT RECORD
+ MORE HONEST MARKETING
+ EVERYTHING’S AMPLIFIED
+ EFFECTIVENESS

WOM VS. VIRAL

VIRAL VIA MALCOLM GLADWELL
STICKY MESSAGE
+
CONNECTORS, MAVENS +
SALESMEN
+
CONTEXT

VIRAL VIA MALCOLM GLADWELL
STICKY =
A SUBTLE BUT SIGNIFICANT
CHANGE IN PRESENTATION

VIRAL VIA MALCOLM GLADWELL
MAVEN - CONSUMER
WATCHDOG
CONNECTOR - SERIAL FRIEND
SALESMAN - RELATABLE

VIRAL VIA MALCOLM GLADWELL
CONTEXT...
+ MONKS CAN BE MEAN
+ BROKEN WINDOWS = WAR

VIRAL VIA SETH GODIN
SNEEZERS
HIVE
VELOCITY
VECTOR
MEDIUM
SMOOTHNESS
PERSISTENCE
AMPLIFIER

VIRAL VIA DAN ZARRELLA
NOVELTY
SIMPLICITY
SOCIAL PROOF
UTILITY
COMMUNAL RECREATION
INCENTIVE

VIRAL VIA DAN ZARRELLA
+ DEFINE GOALS AND TARGET
+ RESEARCH SUCCESSES + INFLUENCERS
+ BRAINSTORM MULTIPLE IDEAS
+ CHECK FOR INGREDIENTS
+ CREATE CAMPAIGNS AND TEST
+ SEED IN AS MANY PLACES AS SENSIBLE
+ MONITOR ANALYTICS OF CAMPAIGN
+ LEARN FROM DATA

EXAMPLES

VIRAL VIA DAN ZARRELLA
NOVELTY
SIMPLICITY
SOCIAL PROOF
UTILITY
COMMUNAL RECREATION
INCENTIVE

EXAMPLES

VIRAL VIA DAN ZARRELLA
NOVELTY
SIMPLICITY
SOCIAL PROOF
UTILITY
COMMUNAL RECREATION
INCENTIVE

EXAMPLES

VIRAL VIA DAN ZARRELLA
NOVELTY
SIMPLICITY
SOCIAL PROOF
UTILITY
COMMUNAL RECREATION
INCENTIVE

EXAMPLES

VIRAL VIA DAN ZARRELLA
NOVELTY
SIMPLICITY
SOCIAL PROOF
UTILITY
COMMUNAL RECREATION
INCENTIVE

EXAMPLES

VIRAL VIA DAN ZARRELLA
NOVELTY
SIMPLICITY
SOCIAL PROOF
UTILITY
COMMUNAL RECREATION
INCENTIVE

EXAMPLES