Lecture - Word of Mouth + Viral Marketing

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Basic concepts, strategies and examples for word-of-mouth (primarily through digital methods) and viral marketing.

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Lecture - Word of Mouth + Viral Marketing

  1. 1. TONIGHT’S FIRST QUESTION WHAT IS THE MOST IMPORTANT FACTOR IN SOMETHING “GOING VIRAL”? ... PREPARE TO DISCUSS
  2. 2. OUR GOAL, ONCE AGAIN... IDENTIFY, UNDERSTAND + COLLABORATIVELY CREATE A SEGMENT OF INDIVIDUAL + SOCIAL NEEDS, WANTS, WISHES AND DESIRES.
  3. 3. OUR GOAL, SIMPLIFIED D: DISCOVER PROSPECTS U: UNDERSTAND NEEDS M: MAKE A COMMUNITY M: MEET THEIR NEEDS Y: YOU WIN
  4. 4. PRESENTING KATE WHATLEY WORD OF MOUTH MARKETING
  5. 5. WAYS TO EARN CONVERSATION + GR8 PRODUCT OR SERVICE + GR8 CUSTOMER SERVICE + INTERESTING/DIFFERENT PRODUCT
  6. 6. ORGANIC VS. AMPLIFIED
  7. 7. RULES + BE INTERESTING + MAKE IT EASY + MAKE PEOPLE HAPPY + EARN TRUST + RESPECT
  8. 8. REASONS PEOPLE TALK + YOU + ME + US
  9. 9. HOW TO STOP WOM + PRIZES + REWARDS + OVER-EXPOSURE
  10. 10. 5 “T’S” OF PLANNED WOM + TALKERS + TOPICS + TOOLS + TAKING PART + TRACKING
  11. 11. WOM ETHICS + HONESTY OF RELATIONSHIP + HONESTY OF OPINION + HONESTY OF IDENTITY
  12. 12. WOM TODAY + POWER OF CONSUMERS + WHAT YOU DO (NOT WHAT YOU SAY) + PERMANENT RECORD + MORE HONEST MARKETING + EVERYTHING’S AMPLIFIED + EFFECTIVENESS
  13. 13. WOM VS. VIRAL
  14. 14. VIRAL VIA MALCOLM GLADWELL STICKY MESSAGE + CONNECTORS, MAVENS + SALESMEN + CONTEXT
  15. 15. VIRAL VIA MALCOLM GLADWELL STICKY = A SUBTLE BUT SIGNIFICANT CHANGE IN PRESENTATION
  16. 16. VIRAL VIA MALCOLM GLADWELL MAVEN - CONSUMER WATCHDOG CONNECTOR - SERIAL FRIEND SALESMAN - RELATABLE
  17. 17. VIRAL VIA MALCOLM GLADWELL CONTEXT... + MONKS CAN BE MEAN + BROKEN WINDOWS = WAR
  18. 18. VIRAL VIA SETH GODIN SNEEZERS HIVE VELOCITY VECTOR MEDIUM SMOOTHNESS PERSISTENCE AMPLIFIER
  19. 19. VIRAL VIA DAN ZARRELLA NOVELTY SIMPLICITY SOCIAL PROOF UTILITY COMMUNAL RECREATION INCENTIVE
  20. 20. 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
  21. 21. EXAMPLES
  22. 22. VIRAL VIA DAN ZARRELLA NOVELTY SIMPLICITY SOCIAL PROOF UTILITY COMMUNAL RECREATION INCENTIVE
  23. 23. EXAMPLES
  24. 24. VIRAL VIA DAN ZARRELLA NOVELTY SIMPLICITY SOCIAL PROOF UTILITY COMMUNAL RECREATION INCENTIVE
  25. 25. EXAMPLES
  26. 26. VIRAL VIA DAN ZARRELLA NOVELTY SIMPLICITY SOCIAL PROOF UTILITY COMMUNAL RECREATION INCENTIVE
  27. 27. EXAMPLES
  28. 28. VIRAL VIA DAN ZARRELLA NOVELTY SIMPLICITY SOCIAL PROOF UTILITY COMMUNAL RECREATION INCENTIVE
  29. 29. EXAMPLES
  30. 30. VIRAL VIA DAN ZARRELLA NOVELTY SIMPLICITY SOCIAL PROOF UTILITY COMMUNAL RECREATION INCENTIVE
  31. 31. EXAMPLES

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