By: Benny Ussyshkin
   Consider communal norms and culture of    audience   Employ latest marketing techniques     Social media     Mobile...
   Conciseness   Emotional Appeal (Humour? Empathy?    Anger? Nostalgia? Joy?)   Cultural Relevance   Targeting   Uni...
   Company: P&G   Brand: Old Spice   Ad Agency: Wieden + Kennedy   Started with traditional TV spot Engaged (through ...
   40 million views after the first week   Twitter following ↑2700%   Facebook fan interaction ↑800%   Oldspice.com we...
   Mundane & Monotonous   Undifferentiated   Drawn-Out   Inauthentic   Offensive/Inconsiderate
   Facebook contest:     Send in craziest university party pics     Winner gets Cancun trip   The plan     Get public...
   Promotion of irresponsible drinking   Angry & upset parents   Underage contestants   Weakened university reputation
 Plan! Be a strategic, forward thinker Anticipate possible outcomes Make an impact Measure Success
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How to go viral

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A short presentation on some important considerations for businesses exploring the concept of viral marketing.

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  • http://www.slideshare.net/emakina/viral-marketing-theoryReading: each blogger had a different COMMUNICATION STATEGY and different COMMUNITY REACTION. Therefore must understand and anticipate language and norms of your audience source: Networked Narratives: Understanding WOM Marketing in Online Communities (Kozinets et al)
  • http://news.cnet.com/8301-17852_3-20010463-71.html
  • http://www.digitalbuzzblog.com/old-spice-social-campaign-case-study-video/
  • http://www.businesspundit.com/9-poorly-conceived-marketing-campaigns/
  • How to go viral

    1. 1. By: Benny Ussyshkin
    2. 2.  Consider communal norms and culture of audience Employ latest marketing techniques  Social media  Mobile Encourage Forwarding  Reward forwarder  Reward recipient
    3. 3.  Conciseness Emotional Appeal (Humour? Empathy? Anger? Nostalgia? Joy?) Cultural Relevance Targeting Uniqueness
    4. 4.  Company: P&G Brand: Old Spice Ad Agency: Wieden + Kennedy Started with traditional TV spot Engaged (through video response) various online communities  Facebook  Twitter  Reddit  Digg ~180 videos filmed around 3 days
    5. 5.  40 million views after the first week Twitter following ↑2700% Facebook fan interaction ↑800% Oldspice.com website traffic ↑300% Sales ↑27% over 6 months (since launch)
    6. 6.  Mundane & Monotonous Undifferentiated Drawn-Out Inauthentic Offensive/Inconsiderate
    7. 7.  Facebook contest:  Send in craziest university party pics  Winner gets Cancun trip The plan  Get publicity  Reinforce brand
    8. 8.  Promotion of irresponsible drinking Angry & upset parents Underage contestants Weakened university reputation
    9. 9.  Plan! Be a strategic, forward thinker Anticipate possible outcomes Make an impact Measure Success

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