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Outreach for the 21st Centur: Viral Marketing for the Government

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Ann Aikin's presentation to the Government 2.0 Boot Camp

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Outreach for the 21st Century: Viral Marketing for Government
Health Marketing involves creating , communicating , and delivering health information and interventions using customer-centered and science-based strategies to protect and promote the health of diverse populations (CDC, 2005). Health Marketing
CDC 2.0 Communications Strategy
Do you understand viral marketing? http://www.timboucher.com/journal/wp-content/uploads/2007/03/viral-marketing.gif
What is viral? ,[object Object]
What is Viral Marketing? The term was coined by Jeffrey F. Rayport,a Harvard Business School professor, and popularized by phenomenal success of Hotmail who used viral marketing to get popular. From: http://homeforprofits.com/internet-marketing/viral-marketing/viral-marketing-the-virus-act-of-marketing/
What is viral marketing? ,[object Object],[object Object]
Natural Human Behavior ,[object Object],[object Object]
Average Number of Friends : 164 Median Number of Friends: 132 Social Media Utilize Existing Networks http://buzzcanuck.typepad.com/agentwildfire/2007/10/facebook-averag.html http://www.whatsnextblog.com/archives/social_media_chart_small.jpg
Viral Video Ad Interest According to an October 2008 report by Feed , 72.1% of ad agency executives surveyed said their clients were “interested” or “very interested” in using viral video.
Viral Impact ,[object Object],“ The potential for exponential growth is tremendous, and a strong campaign can reach millions of people. ” From:http://totalaccess.emarketer.com/Article.aspx?R=1006659&Ntt=viral&No=35&xsrc=article_head_sitesearchx&N=0&Ntk=basic
Viral Content Needed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://brandautopsy.typepad.com/brandautopsy/images/2008/05/13/hugh_on_wom.png
Make Me Laugh!
Surprise Me!
Make Me Think!
Tell Me a Story!
eCards shared with family, friends, co-workers ,[object Object],[object Object],[object Object],Viral Spread of CDC Health-e-Cards
Viral Spread of CDC Widgets ,[object Object],[object Object]
Blogger Outreach
Promotion Strategy: Appeal to Leaders ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Viral Marketing Tips: Encourage Sharing ,[object Object],[object Object],[object Object],[object Object],[object Object]
Ann Aikin Health Communications Specialist NCHM, Division of eHealth Marketing, Interactive Media Branch [email_address] Thank You!

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Outreach for the 21st Centur: Viral Marketing for the Government

  • 1. Outreach for the 21st Century: Viral Marketing for Government
  • 2. Health Marketing involves creating , communicating , and delivering health information and interventions using customer-centered and science-based strategies to protect and promote the health of diverse populations (CDC, 2005). Health Marketing
  • 4. Do you understand viral marketing? http://www.timboucher.com/journal/wp-content/uploads/2007/03/viral-marketing.gif
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  • 6. What is Viral Marketing? The term was coined by Jeffrey F. Rayport,a Harvard Business School professor, and popularized by phenomenal success of Hotmail who used viral marketing to get popular. From: http://homeforprofits.com/internet-marketing/viral-marketing/viral-marketing-the-virus-act-of-marketing/
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  • 9. Average Number of Friends : 164 Median Number of Friends: 132 Social Media Utilize Existing Networks http://buzzcanuck.typepad.com/agentwildfire/2007/10/facebook-averag.html http://www.whatsnextblog.com/archives/social_media_chart_small.jpg
  • 10. Viral Video Ad Interest According to an October 2008 report by Feed , 72.1% of ad agency executives surveyed said their clients were “interested” or “very interested” in using viral video.
  • 11.
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  • 16. Tell Me a Story!
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  • 22. Ann Aikin Health Communications Specialist NCHM, Division of eHealth Marketing, Interactive Media Branch [email_address] Thank You!