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Viraali Korjaamo 9.2.2010


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Aamuluento Marblesin Aamutreenissä 9.2.2010

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Viraali Korjaamo 9.2.2010

  1. 1. Get people talk about your stuff
  2. 2. Viral marketing Word-of-mouth Buzz
  3. 4. Definition of Buzz <ul><li>Buzz captures the attention of consumers - and the media - to the point where talking about your brand or company becomes entertaining, fascinating, and newsworthy. </li></ul><ul><li>Format: event or activity </li></ul>
  4. 5. Definition of Viral <ul><li>An attempt to deliver a marketing message that spreads quickly and exponentially among consumers. </li></ul><ul><li>Formats: email, video </li></ul><ul><li>+ WOM is enabled </li></ul><ul><li>- Just another interruptive marketing message </li></ul>
  5. 6. Viraali on siis asia, joka leviää ihmiseltä toiselle, koska <ul><li>➦ aihe on hauska </li></ul><ul><li>➦ aihe on kiinnostava ja ajankohtainen </li></ul><ul><li>➦ aihe antaa mahdollisuuden taloudelliseen etuun </li></ul><ul><li>➦ aihe pakottaa keskusteluun </li></ul><ul><li>➦ aihe horjuttaa ikiaikaisia establishmentteja </li></ul><ul><li>➦ aihe tai brändi sen takana ei ärsytä vastaanottajaa. </li></ul>
  6. 8. <ul><li>---------------------------------------------------------- </li></ul><ul><li>“ Get your free e-mail from” </li></ul>
  7. 9. HOW TO DO IT?
  8. 10. Push the taboo button to start conversations
  9. 12. <ul><li>Herbal Essence shampoo commercial showing women making a lot of noise while washing her hair. </li></ul><ul><li>“ organic” or “orgasmic” </li></ul>
  10. 13. Push the unusual button to start conversations
  11. 14. <ul><li>How to sell deodorant? </li></ul><ul><li>Set up an airline! </li></ul>
  12. 15. <ul><li>Segmentation can be unusual </li></ul><ul><li>Wanna build a dating service? </li></ul><ul><li> </li></ul>
  13. 16. Push the outrageous button to start conversations
  14. 17. <ul><li>How to market eCommerce site? </li></ul><ul><li>Ask a small city to change their name according to your brand! </li></ul>
  15. 18. Push the hilarious button to start conversations
  16. 19. ELÄMÄ ON!
  17. 21. Push the remarkable button to start conversations
  18. 22. <ul><li>Napster </li></ul><ul><li>Skype </li></ul><ul><li>Facebook </li></ul><ul><li>Spotify </li></ul><ul><li>Voddler </li></ul>
  19. 23. Push the secrets button to start conversations
  20. 24. <ul><li>“ psst, did you already have a Voddler?” </li></ul>
  21. 25. And then you need to do more: <ul><li>2 capture media: seeding </li></ul><ul><li>3 advertise for attention: seeding </li></ul><ul><li>4 police your product </li></ul>
  22. 26. Interesting stories are culturally relevant and get passed on from person to person.
  23. 27. Trans-media Storytelling <ul><li>Interesting stories are culturally relevant and get passed on from person to person. </li></ul><ul><li>Long term, but non-linear ecosystem </li></ul><ul><li>Cross-media with digital heart </li></ul><ul><li>Earned media optimized reactive bits </li></ul><ul><li>Own media geared for adding value </li></ul><ul><li>Media used as a vehicle to carry the story forward, each medium has a pre-set role </li></ul>
  24. 28. 2007-08-24 2007-08-31 2007-09-07 2007-09-14 2007-09-21 2007-09-28 2007-10-05 2007-10-12 2007-10-19 2007-10-26 2007-11-02 2007-11-09 TV-Ensi-ilta Big Brother, UK, 1 näytös Cadbury Gorillan sosiaalisen median katsojaluvut Spooffit ilmestyy Gorilla Facebook groupit Blogit “löytävät” spooffit n. 5 000 000 sosiaalisen median katselua Source: 1000heads
  25. 29. TV-ensi-ilta
  26. 30. QUESTION What would get people talk about you? Why? Which taboo to touch?