1. INTRODUCTION: VIDEO ANALYSIS
Notes:
Why do you think this video became viral?
-The video makes you feel good, the video
touches on so many types of people that
everybody can relate, the video uses popular
music that everybody has heard at some
point. The problem with a lot of feel good
videos is that it makes you feel like you’ve
already accomplished something, when you
haven’t. The first video we saw made it seem
like discrimination is a thing of the past,
rather than something to aggressively
advocate. There are pros and cons to making
the campaign shareable, but also keeping the
call to action incentive.
5. MARKETING OVERVIEW
Publicity Branding Market
Segmentation Competitive
Advantage Advertising Research
Analytics Sales Direct Marketing
Product Placement Public
Relations Promotion Strategy
Media Networking Customers
Business People Social Media
Price etc.
6. INTRODUCTION TO MARKETING
Product, Price, Promotion, Place
Consumer want/need, Cost,
Communication, Convenience
is the first customer?
will they choose you?
action do you want them to take?
are you going to find them?
will your message stick?
4P’s
4C’s
WHO
WHY
WHAT
WHERE
HOW
8. INTRODUCTION TO MARKETING
● Who is going to
LOVE your product
and how do you
find them?
● How do you get
them to become
your ambassadors?
● How do you “cross
the chasm” and win
the early majority?
9. SOCIAL MARKETING vs COMMERCIAL MARKETING
COMMERCIAL MARKETING: Pitching goods
to corporations/individuals to develop a
relationship between the client and the
product.
SOCIAL MARKETING: An approach used to
develop activities aimed at changing
people’s behaviour for the benefit of
individuals/society.
The primary aim of social marketing is social good and the
aim of commercial marketing is financial, but commercial
marketers can contribute to achievement of social good
16. VIRAL CAMPAIGN ANALYSIS
WHAT DO THESE CAMPAIGNS
HAVE IN COMMON?
Notes:
1. Has a core contingency of people who really believe in the issue
2. Boils down this complicated issue into a simple one
3. Compelling narrative that prompts you to relate and empathize
4. Easy way to take action: Share the video, and don’t stop speaking up until they get the result they want.
17. VIRAL MARKETING GROWTH
WHAT HAS MADE
VIRAL MARKETING
POSSIBLE?
Notes:
Rise of the millennial generation
-Millennials are cause driven, and want their favorite brands to make a difference
-Companies are expected to make a contribution that people can relate to and support. people buy into the mission, not the product itself
The millennial generation also consumes media in new ways
-watch less TV, and therefore have better control over the content they watch (marketing content must be engaging and relate to the viewer.
The viewer wants to emote.)
-The fact that we sit and watch 3-5 minute videos from start to finish is representative of how marketing content is becoming increasingly
engaging.
Content shareability
-Now grassroot ambassadors can reach a larger audience than ever before to promote a cause via social media
Social media that makes it possible to minimally engage in a subject while becoming a part of the movement
-hashtags that create small communities of supporters
18. ALGORITHM FOR MARKETING SUCCESS
HOW CAN YOU
MAKE A MESSAGE GO
VIRAL?
Notes:
70-25-5 Principle in business can be applied to advertising
-5% must do something significant contributing to the movement and build a strong relationship with the consumers, employees, relationships,
etc, and become the ambassadors of the message
-25% must see something bigger in the movement and be willing to push and pull other consumers into a conversation
-70% must be affected by the movement, but are initially dismissive and don’t fully understand the importance of the movement
19. EMPATHY
AUDIENCE MESSAGE RESOURCES
ALGORITHM FOR MARKETING SUCCESS
● Who is your 5%?
● What is the call to action?
● How are you going to reach them?
Notes:
First, we need to choose our audience. We have focused on 4 different groups.
-Administration
-Friends
-Victims
-Perpetrators
ADMINISTRATION
Who is the 5% who will become the ambassadors of our message?
-administration that is also parents
What kind of message do we want to convey?
-Keyword: CARE
What is the best way to reach our target audience?
-social media, emails, television
-we can also appeal to a larger audience to contact the administration on our behalf
FRIENDS
Who is the 5% who will become the ambassadors of our message?
-best friends and/or roommates
What kind of message do we want to convey?
-Keyword: PROTECT
What is the best way to reach our target audience?
-social media, popular consumer products affiliated with age group (axe, dove, nike, even something like staples or walmart)
VICTIMS (of victims, of perpetrators)
Who is the 5% who will become the ambassadors of our message?
-recently victimized, young college students
What kind of message do we want to convey?
-Keyword: SPEAK
What is the best way to reach our target audience?
-social media, popular consumer products affiliated with age group (axe, dove, nike, even something like staples or walmart)
PERPETRATORS
Who is the 5% who will become the ambassadors of our message?
-people who regret and want to go public
What kind of message do we want to convey?
-Keyword: STOP
What is the best way to reach our target audience?
-No need to go further. It will be too difficult to get a figurehead to admit to a federal crime.
20. MOVING FORWARD
● Use the correct medium to reach the target audience that is
best equipped to spread your message
● Use empathy to build your group of ambassadors
How will YOU mobilize your campaign for
change and be seen and heard by
millions?
