Peer to Peer Marketing (Drexel Presentation)

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Peer to Peer Marketing (Drexel Presentation)

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Peer to Peer Marketing (Drexel Presentation)

  1. 1. Drexel University Marketing Study Strategies & Tactics Peer-To-Peer & Viral Marketing Monday, January 22, 2007
  2. 2. P2P Viral Marketing Implementation Ideas and Practices Eric Haeker, Consultant Ben Camp, Education & Artistic Coordinator, Arts in Motion, Inc.
  3. 3. Implementation Roadmap <ul><li>Understanding the P2P Paradigm </li></ul><ul><li>Five Stages of Successful Activation </li></ul><ul><ul><li>Finding Activators </li></ul></ul><ul><ul><li>Motivating Activators </li></ul></ul><ul><ul><li>Enabling Tools </li></ul></ul><ul><ul><li>Implementation Strategies </li></ul></ul><ul><ul><li>Post Activation Essentials </li></ul></ul><ul><li>Challenges & Lessons Learned </li></ul>
  4. 4. Understanding the P2P Paradigm <ul><li>A. How is this different? </li></ul><ul><ul><li>Goal is to motivate resellers, not direct sales </li></ul></ul><ul><ul><li>Leverages social context and values, not product </li></ul></ul><ul><ul><li>Relies on word of mouth (sticky factor) </li></ul></ul><ul><ul><li>Assumes late buying (exponential curve) </li></ul></ul><ul><ul><li>Gives control to consumers (Brand Hijack) </li></ul></ul>
  5. 5. Understanding the P2P Paradigm <ul><li>The viral analogy </li></ul><ul><ul><li>Brand “infection” </li></ul></ul><ul><ul><li>Carriers and transmitters </li></ul></ul><ul><ul><li>Benevolent mutation </li></ul></ul><ul><ul><li>Exponential propagation </li></ul></ul>
  6. 6. Understanding the P2P Paradigm <ul><li>Two examples </li></ul><ul><ul><li>Red Bull </li></ul></ul><ul><ul><li>Arts in Motion </li></ul></ul>
  7. 7. Example 1: Red Bull Concerto for Turntable DJ Radar at Carnegie Hall, Oct. 2, 2005
  8. 8. Understanding the P2P Paradigm <ul><li>Red Bull Results </li></ul><ul><ul><li>“ The hall was packed with people in their 20s, brought there by what Red Bull calls ‘viral marketing,’ which (with obvious success) relies on word of mouth.” </li></ul></ul><ul><ul><ul><li>Greg Sandow, Wall Street Journal (10/13/05) </li></ul></ul></ul>
  9. 9. Example 2: Arts in Motion Visual Music and Classical Fusion in Philadelphia
  10. 10. Example 2: Arts in Motion Visual Music and Classical Fusion in Philadelphia
  11. 11. Example 2: Arts in Motion Visual Music and Classical Fusion in Philadelphia
  12. 12. Understanding the P2P Paradigm <ul><li>Arts in Motion Results: Press </li></ul><ul><ul><li>It was strange how natural it all seemed. I turned around in search of the suits and Playbills in hand that over run any orchestra hall, but all I saw were pints and sneakers moving around on the dance floor. </li></ul></ul><ul><ul><ul><li>www.paperstreet.com , (January 2004) </li></ul></ul></ul><ul><ul><li>The point was proved: there is a home for classical music in the future of DJs and musical computer programs. </li></ul></ul><ul><ul><ul><li>www.paperstreet.com (January 2004). </li></ul></ul></ul>
  13. 13. Understanding the P2P Paradigm <ul><li>Arts in Motion Results: Attendance Data </li></ul><ul><ul><li>Official capacity of Mighty, a club in San Francisco: 500 </li></ul></ul><ul><ul><li>Tickets pre-sold during ten days of viral marketing for DJ Radar with Arts in Motion String Quartet (12/16/05): 500 </li></ul></ul><ul><ul><li>Total attendance when doors closed at midnight: over 1,000 </li></ul></ul><ul><ul><li>Number still outside trying to get in at 1am: over 300 </li></ul></ul>
  14. 14. Understanding the P2P Paradigm <ul><li>B. Types of Activators </li></ul><ul><ul><li>Chief Activator </li></ul></ul><ul><ul><li>Lead Activators </li></ul></ul><ul><ul><li>Activators </li></ul></ul><ul><ul><ul><li>Embedded Activators (Hot Spots) </li></ul></ul></ul><ul><ul><ul><li>Field-Rated Activators (Outreach) </li></ul></ul></ul>
  15. 15. Activator Pyramid & Powers of Ten 1 Chief Activator 10 Lead Activators 100 Activators a) embedded; b) field-rated 1,000 Responders Activated Attendance 1 11 111 1,111 Activated Total 1,111
  16. 16. Understanding the P2P Paradigm <ul><li>C. Types of Activation </li></ul><ul><ul><li>1. In-Person (“Touch Points”) </li></ul></ul><ul><ul><ul><li>At least one to two minutes of in-person conversation about your project between an Activator and a target demographic prospect </li></ul></ul></ul><ul><ul><ul><li>Previous relationship, legitimacy in eyes of prospect, and genuine shared values are key </li></ul></ul></ul><ul><ul><ul><li>Eye contact and confidence are critical </li></ul></ul></ul><ul><ul><ul><li>Usually facilitated by promo card </li></ul></ul></ul>
  17. 17. Understanding the P2P Paradigm <ul><li>C. Types of Activation </li></ul><ul><ul><li>2. Electronic </li></ul></ul><ul><ul><ul><li>E-mail </li></ul></ul></ul><ul><ul><ul><li>Text messaging </li></ul></ul></ul><ul><ul><ul><li>Message boards </li></ul></ul></ul><ul><ul><ul><li>Blogging </li></ul></ul></ul><ul><ul><ul><li>MySpace.com </li></ul></ul></ul><ul><ul><ul><li>Evite.com </li></ul></ul></ul>
  18. 18. Five Stages of Successful Activation <ul><li>Stage I: Finding the Activators </li></ul><ul><ul><li>You talk to potential Activators every day… </li></ul></ul><ul><ul><ul><li>Patrons and subscribers </li></ul></ul></ul><ul><ul><ul><li>Single ticket buyers </li></ul></ul></ul><ul><ul><ul><li>Your volunteers </li></ul></ul></ul><ul><ul><ul><li>The guy behind the Starbucks counter </li></ul></ul></ul><ul><ul><ul><li>Your hairdresser </li></ul></ul></ul><ul><ul><ul><li>Taxi cab drivers </li></ul></ul></ul><ul><ul><ul><li>Hotel concierges </li></ul></ul></ul><ul><ul><ul><li>Marketing students looking for field study projects </li></ul></ul></ul>
  19. 19. Stage I: Finding the Activators <ul><li>Three strategies </li></ul><ul><ul><li>Recruiting embedded Activators in “Hot Spots” </li></ul></ul><ul><ul><ul><li>Recruit your hairdresser to talk up event and hand out promo cards to clients </li></ul></ul></ul><ul><ul><ul><li>Recruit the cashier at the trendy coffee shop to talk it up at the register </li></ul></ul></ul>
  20. 20. Stage I: Finding the Activators <ul><li>Three strategies </li></ul><ul><ul><li>2. Converting volunteers into Field-Rated Activators </li></ul></ul><ul><ul><ul><li>Send dedicated volunteers into the field to achieve Touch Points with promo cards </li></ul></ul></ul><ul><ul><ul><li>Train them in your brand but give them the license to mutate it as needed </li></ul></ul></ul>
  21. 21. Stage I: Finding the Activators <ul><li>Three strategies </li></ul><ul><ul><li>Online Social Networking (MySpace, etc.) </li></ul></ul><ul><ul><ul><li>Huge potential to reach thousands who have already self-selected into your Friend Space </li></ul></ul></ul><ul><ul><ul><li>A patron-driven incubator for viral propagation </li></ul></ul></ul><ul><ul><ul><li>Must let consumers drive brand evolution as policing consumer content will kill the buzz </li></ul></ul></ul>
  22. 22. The Online Social Networking Phenomenon <ul><li>Proliferation of online social spaces </li></ul><ul><ul><li>MySpace.com, Friendster.com, Care2Connect.com, CrowdFactory.com, Tribe.net, LinkedIn.com, Gather.com </li></ul></ul><ul><li>Google “MySpace Press” or similar topics for more information </li></ul>
  23. 27. Stage II: Motivating the Activators <ul><li>Three strategies </li></ul><ul><ul><li>1. Leveraging Social Leadership Status </li></ul></ul><ul><ul><ul><li>Activators are “early adopters” </li></ul></ul></ul><ul><ul><ul><li>They like to show off their “finds” </li></ul></ul></ul>
  24. 28. Stage II: Motivating the Activators <ul><li>Three strategies </li></ul><ul><ul><li>2. Inside Access and Freebies </li></ul></ul><ul><ul><ul><li>Strategic comps as incentive </li></ul></ul></ul><ul><ul><ul><li>Leverage corporate partnerships for freebies </li></ul></ul></ul>
  25. 29. Stage II: Motivating the Activators <ul><li>Three strategies </li></ul><ul><ul><li>3. Cash Incentives? </li></ul></ul><ul><ul><ul><li>Activators keep a percentage of their activated sales </li></ul></ul></ul><ul><ul><ul><li>Tiered: Lead Activators get more </li></ul></ul></ul><ul><ul><ul><li>Use with caution… may disrupt the volunteer spirit if improperly implemented </li></ul></ul></ul>
  26. 30. Stage III: Enabling the Activators <ul><li>Three activation aids </li></ul><ul><ul><li>1. Promotional Cards </li></ul></ul><ul><ul><ul><li>Can be given “cash value” via discount </li></ul></ul></ul><ul><ul><ul><li>Can be tagged to help gather market data </li></ul></ul></ul>
  27. 31. Red Bull Artsehcro Example
  28. 32. Simple promo cards invite web inquiry
  29. 33. Web fulfillment: consistent branding
  30. 34. Stage III: Enabling the Activators <ul><li>Three activation aids </li></ul><ul><ul><li>2. Web Reinforcement </li></ul></ul><ul><ul><ul><li>Branding consistent with promo cards </li></ul></ul></ul><ul><ul><ul><li>Detail not appropriate for card is online </li></ul></ul></ul>
  31. 35. Stage III: Enabling the Activators <ul><li>Three activation aids </li></ul><ul><ul><li>3. Electronic Messaging </li></ul></ul><ul><ul><ul><li>Engineering viral replication via pass-along e-mails, evites, MySpace messaging, etc. </li></ul></ul></ul><ul><ul><ul><li>Message mutation (Brand Hijack is encouraged… your Activators know their targets better than you do) </li></ul></ul></ul>
  32. 36. Pass-along emails with special offers
  33. 37. Stage IV: Implementation <ul><li>Pre-planning is key </li></ul><ul><ul><li>1. Project Timeline </li></ul></ul><ul><ul><ul><li>Viral growth curves are exponential with a steep ramp up at the end of the promotions (late buying) </li></ul></ul></ul><ul><ul><ul><li>Promotional efforts are front loaded but results are hard to measure in early stages </li></ul></ul></ul><ul><ul><ul><li>Requires advance planning and faith in eventual viral replication </li></ul></ul></ul>
  34. 38. The “Late Ramp Up” Timeline <ul><ul><li>Goal: Optimize the viral growth curve </li></ul></ul>Most promotional energy invested early Most sales occur at end
  35. 39. Stage IV: Implementation <ul><li>Pre-planning is key </li></ul><ul><ul><li>2. Optional Launch Strategy: The Kickoff Event </li></ul></ul><ul><ul><ul><li>Pick a Hot Spot and bring Activators </li></ul></ul></ul><ul><ul><ul><li>Mini performance sampling, promo card distribution, etc. </li></ul></ul></ul><ul><ul><ul><li>Builds WOM buzz early </li></ul></ul></ul>
  36. 40. Stage IV: Implementation <ul><li>Pre-planning is key </li></ul><ul><ul><li>3. Fueling Viral Propagation </li></ul></ul><ul><ul><ul><li>Keep checking in with Activators on status </li></ul></ul></ul><ul><ul><ul><li>Continued Pass-Along e-mails, evite pushes, message boarding, etc. </li></ul></ul></ul>
  37. 41. Stage V: Post Activation Essentials <ul><li>Gathering data and retaining capacity </li></ul><ul><ul><li>1. Buzz Check </li></ul></ul><ul><ul><ul><li>Post event blogging </li></ul></ul></ul><ul><ul><ul><li>Patron publications online </li></ul></ul></ul>
  38. 42. Buzz Check: Post Event Blogging
  39. 46. Stage V: Post Activation Essentials <ul><li>Gathering data and retaining capacity </li></ul><ul><ul><li>2. Number Crunching </li></ul></ul><ul><ul><ul><li>Analyze promo card and/or electronic tracking results (evite replies, etc.) </li></ul></ul></ul><ul><ul><ul><li>Each Activator needs to track their own results (out of those you invited, who actually came?) </li></ul></ul></ul><ul><ul><ul><li>Identify best performing groups and tactics (What gave the best percentage return?) </li></ul></ul></ul>
  40. 47. Stage V: Post Activation Essentials <ul><li>Gathering data and retaining capacity </li></ul><ul><ul><li>3. Follow Up with Activators </li></ul></ul><ul><ul><ul><li>Kudos to all, positive reinforcement is key </li></ul></ul></ul><ul><ul><ul><li>Graduating top performers up the pyramid </li></ul></ul></ul>
  41. 48. Graduating Up the Activator Pyramid Lead Activators Activators a) embedded; and b) field-rated Responders
  42. 49. Challenges & Lessons Learned <ul><li>Realistic expectations are critical… </li></ul><ul><ul><li>Adaptation of P2P model to arts is in infancy </li></ul></ul><ul><ul><li>For now, P2P works best with younger audience that is already plugged in to P2P tech culture </li></ul></ul><ul><ul><li>For-profit successes are not always replicable in the arts (different budgets & products) </li></ul></ul><ul><ul><li>Recruiting and training Activators takes time </li></ul></ul><ul><ul><li>Developing effective tactics takes trial & error </li></ul></ul>

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