How to Influence Viral Marketing and Word of Mouth Communications

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

Marketing – 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

How to Influence Viral Marketing and Word of Mouth Communications

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