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Viral Marketing In Social Media By Tom Denegre
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Viral Marketing In Social Media By Tom Denegre


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Viral marketing in social media can be an inexpensive method in reaching millions of people quickly and almost effortlessly. To capture and convert your target audience you’ll need a sustainable …

Viral marketing in social media can be an inexpensive method in reaching millions of people quickly and almost effortlessly. To capture and convert your target audience you’ll need a sustainable campaign built on layers of traditional and internet media components to make it work.

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    By Thomas Denegre
  • 2. Powerpoint Template
    It took radio 38 years to reach 50 million listeners.
    Pre-Cable TV took 13 years to reach 50 million users.
    The internet took four years to reach 50 million people...
    In less than nine months FaceBook added 100 million users. 
  • 3. 3
    For less than $1,000 a viral marketing campaign, can reach thousands of people, if not millions.
    That’s the easy part.
    Success is building momentumand conversion.
  • 4. 4
    Blendtec – “Will It Blend?” Campaign
    Blendtec “Will It Blend” Campaign
    • Staged video campaign using YouTube
    • 5. Blended golf balls, an iPhone, and marbles
    • 6. iPhone was shredded into black powder and bits of plastic
    • Logged 8 Million viewers on YouTube
    • 7. Sales increased by 800%
  • 5
    Burger King – “Subservient Chicken Man”
    Burger King “Chicken Man”
    • Staged video campaign whereby you can send commands to the chicken man to perform.
    • 8. Tell him to run, jump, and play dead and he’ll do it.
    • In 24 hours they had 1 million viewers
    • 9. In one week they had 8 million
  • 6
    Content Democratization
    Advertising Transition from P U S H to P U L L
    We are migrating from push advertising to pull; allowing users greater access, participation, collaboration, and control.
    All of it based on …
  • 10. 7
    Content Democratization
    • Trust is the cement bonding the sender to the receiver.
    • 11. Trust heightens relationships, loyalty, purchasing, and repeat customers.
    • 12. Trust allows content sharing, collaboration, and collective wisdom.
  • 8
    Social Media Expectations
    • 74% expect companies to participate in joint conversations
    • 13. 62% of users believe they can influence business decisions
    • 14. 24% of users contributed their point-of-view on an issue
    2009 Cone Consumer New Media Study
  • 15. 9
    Web 2.0 Attributes
    It’s all about conversations, sharing ideas, and collaborations
    With ease of access, scalability, and control.
    Words, Blogs, Forums
    To Share
    To Create
    To Build
    To Collaborate
  • 16. 10
    Popular Online Activities
  • 17. 11
    Law of Web 2.0 Participation
  • 18. 12
    Five Stages in Viral Marketing
  • 19. 13
    Enhancing User Participation
    Create multiple touch points for users to reach you.
    Make it easy…
    Your website
  • 24. 14
    Enhancing User Participation
    Building a community of like minded people can empower greater influence in worldly events
  • 25. 15
    Enhancing User Participation
    Allow your users to make;
  • 16
    Viral Marketing Attributes
    The content should be:
    Relevant to Audience
    Emotionally Charged
    Quickly Understood
    Sender Feels Empowered
    Portable & Scalable
    My Last Photograph
  • 28. 17
    Emotional & Behavioral Drivers
    Common emotional trigger points
    • Sense of being first to know or exclusivity
    • 29. Being inside or one of the “cool” people
    • 30. Powerful drive to connect what is felt
    • 31. The conscious emotion of being social
    • 32. The unconscious emotion of survival
    Last Vacation
  • 33. 18
    What is NOT Viral Marketing
    This is not Viral Marketing
    Two Don’ts
    • No obvious self-serving ads, unless they are funny, highly clever, or entertaining
    • 34. Never compel people to forward their emails
  • 19
    Behavioral Targeting & Lead Generation Solutions
    Anticipate people’s emotions and behavior
    • Predict user behavior
    • 35. Know purchasing patterns
    • 36. Nurture qualified leads
    • 37. Develop higher conversions rates
  • 20
    Attention Economy
    A market place to exchange your scarce time and attention.
    Free news if you look at our ads
    Free search tools if you look at our ads
  • 38. 21
    Attention Economy
    If you want their attention
    Make your information or service relevant to their needs.
    Channel your content through the appropriate gathering spots .
    Endorsements – make your customers trusted references.
  • 39. 22
    Building Your Viral Marketing Campaign
    Five Step Process
  • 40. 23
    Step 1 - Planning
    What are your goals?
    • To sell something
    • 41. Build awareness
    • 42. Capture attention
    • 43. Engage in a conversation
    • 44. Call to action
    • 45. Retain Customers
  • 24
    Step 1 - Planning
    Identify Your Target Audience
    • What are their needs and desires?
    • 46. If purchasing, how do they research and consider?
    • 47. What other websites do they visit?
    • 48. Which social sites attract your best customers?
    • 49. Research blogs & forums to determine your reputation
  • 25
    Step 1 - Planning
    Finding Your Target Audience
    • Determine users based on specific interests and intent
    • 50. Target according to behaviors, demographics, or psychographics
  • 26
    Step 2 – The Story
    Build a story that has wings to fly
    Story attributes
    • Stories are highly emotional begging to be shared.
    • 51. Story must be original and sticky
    • 52. It’s relevant to your audience
    • 53. Allow multiple entry points to see the story; website, blogs, TV, print, tie-ins,
    • 54. There should be a reward at the end. What’s in it for me?
  • 27
    Step 2 – The Story
    The story compels a conversation
    Campaign attributes
    • When the story catches be prepared for sequels, bloopers, interviews, etc.
    • 55. Encourage comments
    • 56. Engage conversations
    • 57. Keep it personal – let users have access to your stars
  • 28
    Step 3 – Distribution
    Drive multiple points of distribution
    Traditional Channels
    Internet Marketing
  • 29
    Step 3 – Distribution
  • 63. 30
    Step 4 – Momentum
    All viral marketing campaigns require multiple steps and components to sustain momentum.
    • Multiple distribution points
    • 64. Multiple components
    • 65. Multiple calls to action
  • 31
    Step 4 – Momentum
    12 Month Strategy Launching Halo 3
    Night Football
    TV Ad
    Traditional Media
    3 Million Copies
    First Week
    Scavenger Hunt using micro websites, blogs, forums,
    and traditional media
    Video Back Story of Game
    Same Ad
    Invitation to be a Beta User
    Internet Channels
  • 66. 32
    Step 5 – Measure and Manage
    The Customer Conversation – Closed Loop
  • 67. 33
    Step 5 – Measure and Manage
    Inbound Marketing
    SEO / SEM
    Articles, Webinars, Blogs, White Papers,
    eBooks, Videos,
    PPC, Banner Ads,
    Email, Forums,
    Social Media
    Forms & Surveys
    Triggered Dialog
    Landing Pages
    Social Media
    Lead Management
    Web Alerts
    Web Analytics
    Call To Action
    Form Fill
    Forms & Surveys
    Triggered Dialog
    Social Media
    Commercial Email
    Merge with CRM
    Consolidate all data into one view to analyze Return On Investment
  • 68. 34
    Step 5 – Measure and Manage
    What the User wants
    • 85% of users want to be informed by the company on product composition
    • 69. 44% of users are searching for, sharing or discussing information about corporate responsibility
    2009 Cone Consumer New Media Study
  • 70. 35
    Step 5 – Measure and Manage
    What the user also wants
    New media users are even more likely to bypass dialogue for action:
    • 30% have made a purchase based on POSITIVE information learned about a product, company or brand
    • 71. 23% have switched brands or boycotted a company based on NEGATIVE information learned about a product, company or brand
    2009 Cone Consumer New Media Study
  • 72. 36
    Success in Viral Marketing in Social Media
    • Begin with the end in mind
    • 73. Build Trust, Authenticity, and Transparency
    • 74. Stories are original and emotional
    • 75. Content is relevant, free, accessible, portable, and scalable
    • 76. Momentum requires multiple touch points, channels, and platforms
    • 77. Understand the attention economy
    • 78. Convert
    • 79. Measure
    • 80. Respond
  • 37
    Thank you for your attention
  • 81. 38
    Thought Leadership Author
    U.S. Navy Pilot
    Magazine Group Publisher
    • Awarded General Manager of the Year for 5 consecutive years for highest sales out of 180 markets.
    • 82. Launched and managed three successful city magazines
    Software & Technology Marketing & Sales
    • Search Engine Marketing , Search Engine Optimization, Product Marketing, Strategic Marketing, Sales Enablement, Brand Marketing, Customer Relationship Management
    • 83. CBCInnovis, Cincom Systems, Quest Software, Vertafore, Wolters Kluwer, Greif Packaging, Emerson Network Power, Ohio Savings Bank, Haas Publishing Company, and Harmon Homes Publishing
    Thomas Denegre
    Columbus, OH