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#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes 
Viral Marketing 
Resources for these slides: 
• Contagi...
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes 
Viral Marketing 
What is it? 
• Hotmail “Get your free ...
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes 
Viral Marketing 
What is it? 
• Tipping point (increase...
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes 
Viral Marketing 
Why is it important? 
• Now more nodes...
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes 
Viral Marketing 
Why is it important? 
• WoM: more pers...
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes 
Viral Marketing 
Seed selection: 
• Identify influencer...
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes 
Viral Marketing 
Attributes to increase Viral potential...
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes 
Viral Marketing 
Attributes to increase Viral potential...
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes 
Viral Marketing 
Attributes to increase Viral potential...
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes 
Viral Marketing 
Examples 
• Blendtec 
• Chipotle: The ...
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes 
Viral Marketing 
Examples 
• Old Spice (reposition bran...
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes 
Viral Marketing 
Additional Tactics 
• Use of Flashmobs...
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes 
Viral Marketing 
Hybrid Models: News Orgs / Content Mar...
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes 
Viral Marketing 
Hybrid Models: News Orgs / Content Mar...
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes 
Viral Marketing 
Hybrid Models: News Orgs / Content Mar...
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Viral Marketing

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Content Marketing: Viral Marketing

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Viral Marketing

  1. 1. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Viral Marketing Resources for these slides: • Contagious, Johan Berger • Ben Relles, Obama Girl • Growthhacker, Upworthy Digital Marketing alexbr.brown@gmail.com University of Delaware
  2. 2. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Viral Marketing What is it? • Hotmail “Get your free e-mail at Hotmail” • Free web-based e-mail: great idea • Fastest growth in media history • Ideas (content) can spread like a virus • Spreading content in free marketing space Digital Marketing alexbr.brown@gmail.com University of Delaware
  3. 3. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Viral Marketing What is it? • Tipping point (increased connectivity shortens point) • Views (can be bought) versus Shares • Messenger impacts speed of viral growth • Good content MAY go viral, Bad content WON’T Digital Marketing alexbr.brown@gmail.com University of Delaware
  4. 4. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Viral Marketing Why is it important? • Now more nodes to connect (social media, mobile) impacts speed & impact • Each node has its own community • Word of Mouth: influential, more credible as messenger. Impacts 50% of purchase decisions Digital Marketing alexbr.brown@gmail.com University of Delaware
  5. 5. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Viral Marketing Why is it important? • WoM: more persuasive and more targeted: trust • Consumers spend more time consuming user generated content, brands need to be part of conversation • Change in consumer decision purchase process Digital Marketing alexbr.brown@gmail.com University of Delaware
  6. 6. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Viral Marketing Seed selection: • Identify influencers (bloggers) • Klout score: social media influencers • Use own channels Digital Marketing alexbr.brown@gmail.com University of Delaware
  7. 7. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Viral Marketing Attributes to increase Viral potential: • Clickable / Sharable (importance of Title) • Triggers (consider the context, comedians do!) • Social currency (does it benefit the sharer) • Emotion – High arousal (Awe, Excitement, Humor, Anger) PETA tactics for example – Low arousal (Sad: SPCA ad campaign, Sarah McLachlan) Digital Marketing alexbr.brown@gmail.com University of Delaware
  8. 8. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Viral Marketing Attributes to increase Viral potential: 2 • Practical Value (Barbaro updates) • Stories: the broader narrative (Spacey / Budweiser) • Is the brand integral to the story (Blendtec) • Visual – Draws attention – Emotional – Recall – Open to interpretation Digital Marketing alexbr.brown@gmail.com University of Delaware
  9. 9. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Viral Marketing Attributes to increase Viral potential: 3 • Cascade effect • MSM cross-over (Bendy iPhones ?) • Copy Cats (individuals & brands fuel viral) – Gangnam Style – Harlem Shake Digital Marketing alexbr.brown@gmail.com University of Delaware
  10. 10. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Viral Marketing Examples • Blendtec • Chipotle: The Scarecrow • Dove: Real Beauty Sketches • DollarShaveClub.com • Budweiser: “Friends are Waiting” Digital Marketing alexbr.brown@gmail.com University of Delaware
  11. 11. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Viral Marketing Examples • Old Spice (reposition brand) • Obama Girl • Gangnam Style (Gentleman) Digital Marketing alexbr.brown@gmail.com University of Delaware
  12. 12. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Viral Marketing Additional Tactics • Use of Flashmobs – Surprise – Social Currency – Use of smartphones Beyonce new album: – Surprise, no deliberate seeding – Large fan following: high anticipation – Therefore Social Currency: let your audience do the marketing – Great Content Digital Marketing alexbr.brown@gmail.com University of Delaware
  13. 13. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Viral Marketing Hybrid Models: News Orgs / Content Marketers • Examples – Buzzfeed – Gawker – Upworthy • Business Models – Eyeballs: advertising only, no $ subscriptions – “user is king” versus “content is king” – Develop content users want – Goal: content that goes viral Digital Marketing alexbr.brown@gmail.com University of Delaware
  14. 14. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Viral Marketing Hybrid Models: News Orgs / Content Marketers • What we can learn • Content curation strategies • Framework for types of stories, based on viral rules: ex Emotion • Topicality versus Newness Digital Marketing alexbr.brown@gmail.com University of Delaware
  15. 15. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Viral Marketing Hybrid Models: News Orgs / Content Marketers • Analytics: Data Driven content – Shares per view; clicks per share • Importance of Titles • Use numbers: listicles • A/B testing of content • Reliance of Social Media vehicles (Facebook) Digital Marketing alexbr.brown@gmail.com University of Delaware

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