Answering Demands to "Go Viral"

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Presentation from IAB Agency Summit, November 2008

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Answering Demands to "Go Viral"

  1. 1. Answering Demands to quot;Go Viralquot; Bryan Wiener Chris Meador Sarah Hofstetter CEO Senior Director of Brand Strategy VP, Emerging Media 360i NBC News & MSNBC & Client Strategy 360i 1
  2. 2. Can you make me something that goes viral? 2
  3. 3. How Do You Get Lucky? 3
  4. 4. Digital marketing plans need to revolve around consumer behavior Internet As Focus Group Customized Experiences Old playbooks Obsolete Execution requires uncommon integration 4
  5. 5. Empower the creators to feed the lurkers and contributors <5% of Internet • Creators: Publishers, Uploaders users • Critics: Reviewers, Commenters • Collectors: Taggers, Voters • Joiners: Profile Posters • Spectators: Readers, Viewers • Inactives: Anti-Social 5 5
  6. 6. How can marketers influence the influential? Social Networking Blogs Communities Forum Microblogging Finding Brand Advocates/Evangelists Virtual Chat Worlds Tools/Assets Promo/ Unique Widgets Video Contest Info 6
  7. 7. Establish Success Metrics Early 7
  8. 8. Establishing success metrics in advance Awareness Consideration Offline purchase E-Commerce 8
  9. 9. Your Audience is Telling you What They Want 9
  10. 10. The Top Topic of Conversation about Rachel Maddow by Overall Impressions was her Personality Blog Conversation Analysis for Rachel Maddow 30% 0.3% 0.1% 0.0% Rachel was most often favorably compared to her MSNBC co- 4.9% Personality 25% workers, Keith Olbermann and 7.9% Chris Matthews Comparison to Other News Anchors 20% New Show/Approach to Politics

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