SESSJ Training Laycock Viral


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From SES San Jose training in August ’08. Four hour presentation covering the basic theory of viral marketing, examples of successful and unsuccessful viral campaigns and the brainstorming plans to put together a viral campaign.

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  • SESSJ Training Laycock Viral

    1. 1. Igniting Viral Campaigns How to Create Ideas That Spread
    2. 2. What is Viral Marketing?
    3. 3. How Marketers Communicate
    4. 4. How People Communicate
    5. 5. The Problem with Advertising More and more and MORE money…
    6. 6. The Beauty of Viral Marketing Riding the wave on a few bucks…
    7. 7. Why Viral?
    8. 8. The Customer Reaction Benefit Kim said it was the best movie she’s seen all year…
    9. 9. Before You Even Think About It…
    10. 10. A Word of Warning on Scalability <ul><li>Be prepared for rapid growth… </li></ul>
    11. 11. Pitfalls: Measurement Challenges <ul><li>Subservient Chicken </li></ul>
    12. 12. Why Do You Need Viral?
    13. 13. Ask Yourself… Ideas spread because they matter to the spreader…
    14. 14. If You Only Learn One Thing… Keep your eyes peeled….
    15. 15. The Trouble with Communication
    16. 16. Embrace Simplicty… What’s the selling point?
    17. 17. Deliver the Unexpected… 17% sales increase… Safe happens.
    18. 18. Be Concrete… Colorful… Journey
    19. 19. Carry Credibility…
    20. 20. Tap into Emotions… $1.14 $2.38 or
    21. 21. Tell a Story… “… just because everyone knows life can change in an instant, it doesn't mean they want to talk about it.”
    22. 22. Where to Start? The News <ul><li>Delta Breastfeeding Mishap </li></ul><ul><ul><li>PR Team hoped to sweep it under the rug </li></ul></ul><ul><ul><li>Word spread quickly online </li></ul></ul><ul><ul><li>Apologies are delayed </li></ul></ul><ul><ul><li>Moms unite online via blogs, forums, email </li></ul></ul><ul><li>Loads of Press </li></ul><ul><ul><li>750 stories on Google News </li></ul></ul><ul><ul><li>36 “Nurse-in’s” with more than 800 moms </li></ul></ul><ul><ul><li>National media storm </li></ul></ul>
    23. 23. Finding Patterns in the News <ul><li>If moms talk about the bad, they also talk about the good… </li></ul><ul><ul><li>What products to buy </li></ul></ul><ul><ul><li>Where to go on vacation </li></ul></ul><ul><ul><li>What doctor/nanny/preschool </li></ul></ul><ul><ul><li>Where to go on dates </li></ul></ul><ul><ul><li>The list goes on and on…. </li></ul></ul><ul><li>Do you sell to that “Mommy brigade group?” </li></ul><ul><ul><li>Request reviews by popular bloggers </li></ul></ul><ul><li>Can you find a similar phenomenon and take advantage? </li></ul>Phil & Ted’s e3 Stroller $469
    24. 24. Tips: Eye Catching Title <ul><li>You have to catch their attention quickly </li></ul><ul><li>Use the CopyBlogger formula </li></ul><ul><ul><li>Who Else Wants [blank]? </li></ul></ul><ul><ul><li>The Secret of [blank] </li></ul></ul><ul><ul><li>Little Known Ways to [blank] </li></ul></ul><ul><ul><li>Get Rid of [problem] Once and For All </li></ul></ul><ul><ul><li>Here’s a Quick Way to [solve a problem] </li></ul></ul><ul><ul><li>Here is a Method That is Helping [blank] to [blank] </li></ul></ul><ul><ul><li>Now You Can Have [something desirable] [great circumstance] </li></ul></ul><ul><ul><li>[Do something] like [world-class example] </li></ul></ul><ul><ul><li>Have a [or] Build a [blank] You Can Be Proud Of </li></ul></ul><ul><ul><li>What Everybody Ought to Know About [blank] </li></ul></ul>
    25. 25. Tips: Eye Catching Examples <ul><li>See it in action… </li></ul>Original “ Diggified”
    26. 26. Tips: Make it Spreadable
    27. 27. Tips: Exploit Motivators
    28. 28. Tips: Leverage Existing Networks 8-12 immediate influences Dozens, hundreds of secondary Topical Blogs Forums Email lists Social networks Who reaches people? Who do people trust?
    29. 29. Tips: Get ad space without buying an ad Inexpensive and travel virally
    30. 30. Tips: Market the Unexpected <ul><li>2,150 cups of chocolate pudding = 1,215,000 miles </li></ul><ul><ul><li>Healthy Choice Offer </li></ul></ul><ul><ul><ul><li>Pudding at 25 cents </li></ul></ul></ul><ul><ul><ul><li>More than 60 cases </li></ul></ul></ul><ul><ul><ul><li>$3000 - $815 to charity </li></ul></ul></ul><ul><ul><li>What it equaled </li></ul></ul><ul><ul><ul><li>31 trips to Europe </li></ul></ul></ul><ul><ul><ul><li>42 trips to Hawaii </li></ul></ul></ul><ul><ul><ul><li>50 trips in the U.S. </li></ul></ul></ul><ul><ul><li>Healthy Choices honored it </li></ul></ul><ul><ul><ul><li>Makes international news </li></ul></ul></ul><ul><ul><ul><li>Internet urban legend </li></ul></ul></ul><ul><ul><ul><li>Punch Drunk Love </li></ul></ul></ul>
    31. 31. Tips: Capitalize on Other’s Failures
    32. 32. Tips: Build and Tap Community
    33. 33. Campaign Types: Humor <ul><li>How it works: Create something funny </li></ul>
    34. 34. Humor Example
    35. 35. Campaign Types: Attack <ul><li>How it works: Throw a punch </li></ul>
    36. 36. 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>
    37. 37. Campaign Types: Fear <ul><li>How it Works: Fear is a motivator </li></ul>
    38. 38. 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>
    39. 39. Campaign Types: Breaking News <ul><li>How it works: Have it First, Say it Best </li></ul>
    40. 40. Breaking News Example
    41. 41. Campaign Types: Debate <ul><li>How it works: Offer a friendly challenge </li></ul>
    42. 42. Debate Viral Marketing Example <ul><li>The Pepsi Challenge… </li></ul><ul><ul><li>Pepsi vs. Coke </li></ul></ul><ul><ul><li>Ending the age old “they’re the same” argument </li></ul></ul><ul><ul><li>Tests in public locations </li></ul></ul><ul><li>Did it work? </li></ul><ul><ul><li>Side by side…Pepsi outsells </li></ul></ul>
    43. 43. Campaign Types: Be a Resources <ul><li>How it Works: Educate and Inform </li></ul>
    44. 44. Resource Example
    45. 45. Campaign Types: Freebies <ul><li>How it Works: Give it Away </li></ul>
    46. 46. <ul><li>Case Studies: Stormhoek </li></ul>Freebies Example 2005: 40K cases a year 2007: 40K cases a WEEK May 2005: Doubled sales that year Dinners
    47. 47. Campaign Types: Ego <ul><li>How it Works: Make it personal </li></ul>
    48. 48. Ego Viral Example <ul><li>Dove Ad – Evolution </li></ul><ul><ul><li>Real Women ad campaign </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>One of the most popular YouTube videos </li></ul></ul><ul><ul><li>UK revenues up 700% </li></ul></ul><ul><ul><li>Sparks spoofs </li></ul></ul>
    49. 49. What is Social Media? <ul><li>Technology that allows people to share opinions on the web </li></ul>
    50. 50. Social Media is Essential in Recession
    51. 51. Understanding Trust 83% trust friends 50% trust strangers Source: Forrester Research
    52. 52. Social Media Launchpoint: Flickr <ul><li>Which Impacts You More? </li></ul>“ Of all of our inventions for mass communication, pictures still speak the most universally understood language.” - Walt Disney
    53. 53. Flickr – An Engaged Community
    54. 54. Flickr – Links that Deliver
    55. 55. So Many Reasons to Love Flickr… <ul><li>Learn the tools… </li></ul><ul><ul><li> </li></ul></ul>
    56. 56. Social Media Launch Point: Twitter
    57. 57. Twitter – Create Your Listening Board
    58. 58. Twitter as a News Source…
    59. 59. The Power of the ReTweet
    60. 60. So Many Reasons to Love Twitter… <ul><li>Learn the ropes… </li></ul><ul><ul><li>“ From Twits to Tweeple” a Five Part Series at Search Engine Guide </li></ul></ul>
    61. 61. Social Media Launch Point: YouTube
    62. 62. YouTube, Great on a Budget “ Tom [Dickson] likes to run non-standard things through our blenders in the demo room to test out their strength. One day I wandered in to the demo room and saw sawdust on the floor. Tom was testing out the blenders again, this time it was a 2 x 2 jammed into the blender to see if he could destroy the blender or the 2 x 2. “ -George Write, Marketing Director First five videos cost roughly $100 The Today Show, iVillage, Newsweek, Playboy, NY Times Online sales quadrupled. $400
    63. 63. So Many Reasons to Love YouTube…
    64. 64. Social Media Launch Point - Networks
    65. 65. Leverage Them Properly… Let people become your friends
    66. 66. So Many Things to Love about Social Networks
    67. 67. The Value Triangle
    68. 68. Warning: The Problem with Social Media
    69. 69. Why Bloggers are Essential to Marketing People Don’t Trust Ads People Trust Friends People Trust Strangers The Web Connects Everyone has a Voice Niches Flourish
    70. 70. People’s Conversations Give Insight
    71. 71. Follow My List…Avoid This Problem Johnson & Johnson invites 50 mom bloggers to “Camp Baby”
    72. 72. A Note About Gender… Women are three times more likely to share personal stories with a friend than men. But wait a minute…. Women guard their contacts Allow them to retain full control of the message or discount…
    73. 73. How NOT to treat bloggers… Flight delays cause person to miss vacation. Terrible customer service “ Please respond, Pasquale, but we owe him nothing as far as I'm concerned. Let him tell the world how bad we are. He's never flown us before anyway and will be back when we save him a penny. “ &quot;We wouldn't respond to a blog post. This goes back to the larger question of the veracity of everything you read on Internet blogs. Our customer service is great.&quot;
    74. 74. Planting the Seeds
    75. 75. Identifying Influencers
    76. 76. Pitching Checklist
    77. 77. Be Aware! Ethical Blog Pitches <ul><li>No false information </li></ul><ul><li>Full disclosure </li></ul><ul><li>Respect blogger boundaries </li></ul><ul><li>Thou shalt not lie </li></ul><ul><li>It’s all about the children </li></ul>6. Do not manipulate income 7. No automated posting 8. Disclose compensation 9. Products do not obligate 10. Bloggers should disclose
    78. 78. Brainstorming the Idea…
    79. 79. 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?
    80. 80. 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 (
    81. 81. Brainstorming the Idea…
    82. 82. Brainstorming the Idea… Figuring out the cost… Slides: $110 Music: $38 Total Cost: $148 Total Time: 18 hours
    83. 83. Building the Pitch List…
    84. 84. 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!
    85. 85. 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
    86. 86. That’s all she spoke… [email_address]