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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Viral Marketing In Social Media By Tom Denegre Presentation Transcript

  • 1. VIRAL MARKETING IN SOCIAL MEDIA
    By Thomas Denegre
  • 2. Powerpoint Template
    2
    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
    VIRAL MARKETING IN SOCIAL MEDIA
    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
    RESULTS
    • 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.
    RESULTS
    • 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
    Audio
    Video
    Projects
    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…
    • To find you
    • 20. To Share Content
    • 21. To Comment
    • 22. To Recommend
    • 23. To Control
    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;
    • Comments
    • 26. Recommendations
    • 27. Testimonials
  • 16
    Viral Marketing Attributes
    The content should be:
    FREE
    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
    Planning
    Story
    Distribution
    Momentum
    Measure
  • 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
    • Television
    • 58. Radio
    • 59. Print
    Internet Marketing
    • Email
    • 60. Website, Microsites
    • 61. Video, Audio
    • 62. Images
  • 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
    Monday
    Night Football
    TV Ad
    Traditional Media
    Sold
    3 Million Copies
    First Week
    8
    Million
    Viewers
    Scavenger Hunt using micro websites, blogs, forums,
    and traditional media
    3.7
    Million
    Viewers
    850,000
    Beta
    Users
    Video Back Story of Game
    Same Ad
    YouTube
    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
    Microsites
    Landing Pages
    Social Media
    Blogs
    Lead Management
    Web Alerts
    Web Analytics
    Call To Action
    Form Fill
    Purchase
    Forms & Surveys
    Triggered Dialog
    Microsites
    Social Media
    Commercial Email
    Blogs
    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
    Conclusion
    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
    tom@tdenegre.com
    www.marketingscope.net