Igniting Viral Campaigns How to Create Ideas That Spread
What is Viral Marketing?
The Problem with Advertising More and more and MORE money…
The Beauty of Viral Marketing Riding the wave on a few bucks…
The Customer Reaction Benefit Kim said it was the best movie she’s seen all year…
Before You Even Think About It…
Ask Yourself… Ideas spread because they matter to the spreader…
If You Only Learn One Thing… Keep your eyes peeled….
The Trouble with Communication
Embrace Simplicty… What’s the selling point?
Deliver the Unexpected… 17% sales increase… Safe happens.
Be Concrete… Colorful… Journey
Carry Credibility…
Tap into Emotions… $1.14 $2.38 or
Tell a Story… “… just because everyone knows life can change in an instant, it doesn't mean they want to talk about it.”
A Word of Warning on Scalability <ul><li>Be prepared for rapid growth… </li></ul>
Campaign Types: Humor <ul><li>How it works: Create something funny </li></ul>
Humor Example
Campaign Types: Attack <ul><li>How it works: Throw a punch </li></ul>
Attack Example <ul><li>I’m a Mac / I’m a PC </li></ul><ul><li>Carefully walks the line </li></ul><ul><ul><li>Cool, hip Mac...
Campaign Types: Fear <ul><li>How it Works:  Fear is a motivator </li></ul>
Fear Example <ul><li>Blair Witch Project </li></ul><ul><ul><li>Marketing budget < $50K </li></ul></ul><ul><ul><li>Web site...
Planting the Seeds
Identifying Influencers
Finding Influencers… 8-12 immediate influences Dozens, hundreds of secondary Topical Blogs Forums Email lists Social netwo...
Pitching Checklist
Brainstorming the Idea…
Brainstorming the Idea… Going with a video… More likely to be watched than a PR Easily spreadable via YouTube Video & musi...
Brainstorming the Idea… Figuring out the details… Taken in a single streaming shot Gets across all selling points No need ...
Brainstorming the Idea…
Brainstorming the Idea… Figuring out the cost… Slides: $110 Music: $38 Total Cost: $148 Total Time: 18 hours
Building the Pitch List…
Brainstorming the Idea… The results… Coverage on tons of blogs: >400K RSS Great example of what we can teach 30% of attend...
Putting it into Action… Your Next Steps… Pass out your brainstorming sheets Gather thoughts independently Meet as a group,...
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SBMU Laycock Viral

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From SBMU in September ’08. One hour presentation on the basic theory of viral marketing and putting together a successful campaign.

Published in: Business, Technology
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  • SBMU Laycock Viral

    1. 1. Igniting Viral Campaigns How to Create Ideas That Spread
    2. 2. What is Viral Marketing?
    3. 3. The Problem with Advertising More and more and MORE money…
    4. 4. The Beauty of Viral Marketing Riding the wave on a few bucks…
    5. 5. The Customer Reaction Benefit Kim said it was the best movie she’s seen all year…
    6. 6. Before You Even Think About It…
    7. 7. Ask Yourself… Ideas spread because they matter to the spreader…
    8. 8. If You Only Learn One Thing… Keep your eyes peeled….
    9. 9. The Trouble with Communication
    10. 10. Embrace Simplicty… What’s the selling point?
    11. 11. Deliver the Unexpected… 17% sales increase… Safe happens.
    12. 12. Be Concrete… Colorful… Journey
    13. 13. Carry Credibility…
    14. 14. Tap into Emotions… $1.14 $2.38 or
    15. 15. Tell a Story… “… just because everyone knows life can change in an instant, it doesn't mean they want to talk about it.”
    16. 16. A Word of Warning on Scalability <ul><li>Be prepared for rapid growth… </li></ul>
    17. 17. Campaign Types: Humor <ul><li>How it works: Create something funny </li></ul>
    18. 18. Humor Example
    19. 19. Campaign Types: Attack <ul><li>How it works: Throw a punch </li></ul>
    20. 20. Attack Example <ul><li>I’m a Mac / I’m a PC </li></ul><ul><li>Carefully walks the line </li></ul><ul><ul><li>Cool, hip Mac user </li></ul></ul><ul><ul><li>Middle aged PC durfwad </li></ul></ul><ul><ul><li>Why Mac is better… </li></ul></ul><ul><li>Fourth Quarter 2006 </li></ul><ul><ul><li>Shipped 1.6 million Macs </li></ul></ul><ul><ul><li>$4.84 billion in revenue </li></ul></ul>
    21. 21. Campaign Types: Fear <ul><li>How it Works: Fear is a motivator </li></ul>
    22. 22. Fear Example <ul><li>Blair Witch Project </li></ul><ul><ul><li>Marketing budget < $50K </li></ul></ul><ul><ul><li>Web site $15K </li></ul></ul><ul><li>Took it to the web: </li></ul><ul><ul><li>Started buzz in college forums </li></ul></ul><ul><ul><li>Interactive web site </li></ul></ul><ul><ul><li>Sci-Fi documentary </li></ul></ul><ul><li>Results: </li></ul><ul><ul><li>75 million visits </li></ul></ul><ul><ul><li>Opened in 27 theatres </li></ul></ul><ul><ul><li>$284 million </li></ul></ul>
    23. 23. Planting the Seeds
    24. 24. Identifying Influencers
    25. 25. Finding Influencers… 8-12 immediate influences Dozens, hundreds of secondary Topical Blogs Forums Email lists Social networks Who reaches people? Who do people trust?
    26. 26. Pitching Checklist
    27. 27. Brainstorming the Idea…
    28. 28. Brainstorming the Idea… Going with a video… More likely to be watched than a PR Easily spreadable via YouTube Video & music show personality But what type of video?
    29. 29. Brainstorming the Idea… Figuring out the details… Taken in a single streaming shot Gets across all selling points No need for editing or directing Buy audio ( http://www.audiosparx.com/)
    30. 30. Brainstorming the Idea…
    31. 31. Brainstorming the Idea… Figuring out the cost… Slides: $110 Music: $38 Total Cost: $148 Total Time: 18 hours
    32. 32. Building the Pitch List…
    33. 33. Brainstorming the Idea… The results… Coverage on tons of blogs: >400K RSS Great example of what we can teach 30% of attendees influenced by video Payoff? Most definitely!
    34. 34. Putting it into Action… Your Next Steps… Pass out your brainstorming sheets Gather thoughts independently Meet as a group, check off possibilities Create your idea Build your pitch list Start the ball rolling

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