Harnessing the Viral space is about encouraging people to pass on messages. It may take the form of funny video clips, a clever joke, Flash game, text messages or even the humble email. It is a marketing phenomenon using social networks as a kind of digital word-of-mouth What is viral marketing? Viral marketing is consumer-driven marketing as opposed to traditional interruption marketing that is controlled and driven by the marketer. It is a planned initiative where you, as an advertiser or creative agency, develop and spread online marketing messages (viral agents) that have qualities that motivate the receiver to become a sender. It's the marketing discipline of today's consumer-centric networked marketing landscape. Viral marketing combines know-how, creativity and technical skills. A viral campaign builds on really excellent creative material that involves and engages users. However, equally important is the seeding and tracking of the campaign. With growing media clutter - also in digital channels - the seeding of your viral campaign material will be key to attracting attention. With good creative material and proper seeding, a viral campaign can generate millions of clicks and active viewers. 2 countervailing forces: on one hand We have never been more connected And yet we are becoming more intolerant and impervious to marketing messages The challenge as marketers is to find the connections and cut through the cynicism But Viral is not the silver bullet, it is much hyped. Realistically, great for creating awareness but may not increase purchasing intent. Less success in the B2B area more for B2C. However, when you get it right it can deliver enormous bang for your marketing buck $. My focus is not so much on email per se but rather how Viral can be used with email in the marketing mix.
Viral Emsa Nov1 2007
Harnessing the Viral Space November 1, 2007
New Media Landscape <ul><li>Web 2.0 is about consumer control, participation & interaction </li></ul><ul><li>“ A collapsing old model. An unstructured new one. Paralyzed marketers. Disenchanted consumers. Chaos” </li></ul><ul><li>Bob Garfield ; Ad Age </li></ul><ul><li>So what is the future of email ? </li></ul>
Motivations Despite increasing diversity, the youth audience is consistently motivated by… COMMUNITY SELF EXPRESSION PERSONALISATION COMMUNICATION ENTERTAINMENT
Distribution has never been so easy Free ENTERTAINMENT COMMUNITY COMMUNICATION PERSONALISATION SELF EXPRESSION
Shiseido - UNO Viral: Personalized Content Wedding Crashers “Trailer Crashers” This unique viral for the Wedding Crashers film allowed internet users to insert their picture into the trailer. The finished product could then be viewed and sent to the users’ friends. The viral allowed participants to feel part of the film, and support the plot of crashing a wedding by “crashing” a trailer.
Viral : Dove Evolution Dove: Evolution Dove 'Evolution' is a riveting, 1:14 time-lapse film of a young woman's transformation from pretty, but ordinary girl to strikingly beautiful billboard model. It deconstructs the beauty myth by revealing everything from the impact of lighting through the application of hair and make-up to retouching, to the photoshop-stretching of neck and impossible widening of eyes, ending with the comment, "No wonder our perception of beauty is distorted." Its goal was to promote Dove Self-Esteem workshops in Canada and create broader awareness of the Dove Self-Esteem Fund. Dove’s site, where the video is featured, maintains an educational tone, with resources for women about positive body image and inner beauty, fitting with the real beauty theme. The site makes it easy to pass along the video, helping to ensure viral success. The film has jump started the conversation around Dove and real beauty in the blogosphere, helping the video achieve 3.6 million plus views on YouTube and in turn creating three times more site traffic than their Super Bowl spot. Because of all the online interest, the film has gotten a great deal of editorial coverage too, with TV shows Ellen, The View, and Entertainment Tonight all featuring the film. Winner of the Grand Prix Cyber Lion and Grand Prix Film Lion at the 2007 Cannes Lions International Advertising Festival. http://youtube.com/watch?v=iYhCn0jf46U
Viral : Earth Hour Campaign Against Global Warming: Earth Hour Everyone knows about global warming but most believe it is an insurmountable problem too big for them to solve. A solution was needed that would convince every individual that collectively, with small changes, they could make a big difference. The campaign needed to create a symbolic event that could become a movement. On March 31st, Sydney would make a powerful statement by turning off its lights for one hour - Earth Hour. It worked. From 0% - 97% awareness amongst Sydney-siders, 2.2 million switched off their lights. The city cut energy consumption by 10.2% (expected 5%), the equivalent of taking 48,000 cars off the road for one hour. From $0 spent - $USD16.8 million media value. Global PR coverage - Earth Hour captured the world's attention and the story was covered in over 40 countries. In fact, other countries have already expressed interest in hosting their own Earth Hour in 2008. Winner of the Titanium Lion at the 2007 Cannes Lions International Advertising Festival. http://archives.canneslions.com/media/2007/titanium/high/2007_001_117_high.mov