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How to Influence Viral Marketing and Word of Mouth Communications

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2009 Bowling Green State University Marketing Symposium: How to Influence Viral Marketing and Word of Mouth Communications. Today, right now, customers are talking about your company and your ...

2009 Bowling Green State University Marketing Symposium: How to Influence Viral Marketing and Word of Mouth Communications. Today, right now, customers are talking about your company and your products, and much of that conversation is taking place online. WOM (Word Of Mouth) communications carry more credibility, are delivered faster, and are more likely to influence buyers than official company messages. Bill Balderaz will discuss current viral trends, how companies can influence internet communications, and ways to create positive buzz.

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    How to Influence Viral Marketing and Word of Mouth Communications How to Influence Viral Marketing and Word of Mouth Communications Presentation Transcript

    • How to Influence Viral Marketing and Word of Mouth Communications
      Bill Balderaz
      Webbed Marketing
      www.webbedmarketing.com
      @bbalderaz
    • “We can't open this up to our employees, it will pull them away from work."
      "What about legal implications? The FDA regulates all our communications. An employee can distribute un-reviewed content to the world and we could liable."
      "We lose control of our brand."
      Sound Familiar?
    • Quick, that's a corporate executive talking about what?
      Blogging?
      Twitter?
      Facebook?
      LinkedIn?
      Sound Familiar?
    • Wrong.
      Sound Familiar?
    • The year is 1997 and that's a conversation about email.
      A Trip Through Time
    • We won’t have time to check email because we spent a lot of time faxing, reading & writing memos and on the phone. Email reduced our dependencies on these communication channels.
      Today with the flood of email we all receive, no one has time to Tweet. Done right, Twitter and other social networks reduce the amount of email you send, just as email reduced the number of memos we all typed.
      Other Parallels
    • Email is purely a social application and a way to distribute get-rich-quick-scams and pornography.
      The same thing is said about social media every day. We've all become pretty good at sifting through the garbage and using email as a key part of our work environment.
      Other Parallels
      Other Parallels
    • Email is a fad and a disruptive element that new college grads want.
      Just like email, Twitter, LinkedIn Groups, Facebook and other social networks have fundamental benefits over other forms of communication.
      Other Parallels
      Other Parallels
    • Teach a Man To Fish…
      Sales – Give a man a fish
    • Teach a Man To Fish…
      Marketing – Teach a man to fish
    • Teach a Man To Fish…
      Social Media Marketing – Give a man a bass boat, 12 rods and reels, a case of beer and free weekend.
    • What is a Social Network?
      An online meeting place for consumers and influencers
      to create,
      share and
      interact with
      content.
    • What is a Social Network?
      • CitySearch
      • Wikihow
      • Wikipedia
      • Craigs List
      • Newsvine
      • Yahoo! Answers
      • Digg
      • YouTube
      • Facebook
      • MySpace
      • LinkedIn
      • Amazon
      • Technorati
      • Flickr
    • Why Social Networks Matter
      47% of all respondents said they would go to a social networking site to download coupons or search for gift ideas if those services were available;
      45% said they would visit a social networking site to find out about upcoming sales in stores or discounts on products;
      22% said they would read or write a product review on a blog.
      --BrandWeek
    • Using Social Media in Your Marketing Plan
    • Set Clear Goals
      There are three kinds of people in the world: those who can count, and those who can’t
    • Set Clear Goals
      Can’t measure “more buzz”
      Define measurable metrics – 16 media placements, 40 relevant links, increase sales 12%
      Take baseline metrics before campaign starts
      SEO metrics, social media metrics
      Break metrics down into quantifiable goals
      Mentions in blogs, social networks, links to the site…
      You can quantify metrics
    • Determine the Hook
      Set goals before determining the “hook”
      Questionnaire to determine need – what gets the participants excited?
      Examples: free sample, white paper, video, online calculator/application, stunt
    • Determine Distribution Plan
      Earn your way into distribution
      Avoid using the word “free”
      Look for specialized networks or “celebrity” bloggers that don’t often get pitched
      Rate the value of each participant and determine the pitch
    • Determine Distribution Plan
      Think in terms of most efficient coverage
      Examples: pitch a blogger, obtain a following on MySpace/Facebook, use tagging sites, Tweet to your target, make new connections on LinkedIn and build a presence on targeted social networks
      Great Content + Great Distribution=Great Word of Mouth
    • Case Study: Shizuka New York
      Located in midtown Manhattan
      Cosmetology & skin care with “Eastern holistic knowledge”
      Featured in international media, including Marie Claire, Shape, Vogue, and Harpers Bazaar
    • Shizuka New York
      Following Word of Mouth program:
      Mention on Jay Leno
      Mention on CNN
      Home page of CNN.com
      E! “The Soup”
      The Hollywood Reporter
      Featured on the Today Show
    • We Set Clear Goals
      Branding and awareness
      Increased site traffic
      New clients
    • Used that Compelling Hook
      Highlighting “Bird Poop Facials”
    • Determined the Best Distribution Plan
      SEO Press Release
      Blogger Outreach
      Video
      Social Networks
    • SEO Press Release
    • Blogger Outreach
      Identify bloggers in key categories:
      Already talking
      Skin care
      Pop culture
      News of the weird
    • Blogger Outreach
      Read the blog!
      Clearly identify who you are
      Tailor your message
      Provide only relevant content
      Ask yourself again before you hit “send”
    • Video
      Spoof interview produced
      Uploaded to YouTube
      Embedded in press release
      Sent to bloggers
    • Video
      The YouTube Geisha Facial video – 20,000+ views
    • Web Results
      Ice Rocket Web results were at 3,960 at the beginning of May and are now up to 20,700
    • Summary
      Create a great hook, you can’t fake it
      Funny
      Useful
      Outrageous
      Taboo
      Find the right mix of complementary channels
      Measure results
    • Get Social Today
      Attendance and enthusiasm are half the game
      Dedicate time to making this work
      Bring wine
      Seek first to understand, then to be understood
      The conversation is going on right now, the only decision is if you will be involved
    • Questions & Comments
      Bill Balderaz
      bbalderaz@webbedmarketing.com
      www.webbedmarketing.com
      Twitter: @bbalderaz