Viral Marketing<br />Key Success Factors for Launching a Viral<br />davidgracia.com<br />
Why is Viral Marketing important<br />why<br />how<br />value<br />Differentiation<br />Tell a story<br />Viral Campaigns ...
Opportunity for differentiation<br /><ul><li>Consumers are exposed to an insane number of commercial impacts
Every day it is more difficult to grab the attention of our target customers
The efficiency of traditional marketing techniques decreases</li></li></ul><li>reach a large audience<br /><ul><li>Word Of...
This amplifies the reach and speed of the diffusion of viral messages</li></li></ul><li>more credibility and relevance<br ...
People trust other people. 78% of people don’t trust advertising
In viral marketing the message comes with the endorsement of a trusted friend</li></li></ul><li>Better return on investmen...
Once a critical mass is reached the message gets spread virally (for free)
The higher the viral effect, the better the ROI of the campaign</li></li></ul><li>Higher engagement<br /><ul><li>In viral ...
In some cases they even create content or suggest new videos to be produced
Thus the % of targeted audience that remembers the brand is higher than in mass media</li></li></ul><li>How to earn the at...
It’s all about a good story<br /><ul><li>You don’t control the distribution of the message that is sent from friends to fr...
To encourage the pass-along rate it is important that your video does not sound like an add
The product or brand might appear explicitly but within a story</li></li></ul><li>Do something unexpected<br /><ul><li>To ...
Never repeat something just because it worked in the past; leverage the novelty effect
Example: the tippex campaign surprises when the hunter goes out of the video and grab a tippex</li></li></ul><li>Create an...
The emotion might be humor, play the absurd, a fake-or-real situation…
Or the emotion might be terror or something controversial</li></li></ul><li>Make sequels<br /><ul><li>If you happen to fin...
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Viral Marketing

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Viral Marketing

  1. 1. Viral Marketing<br />Key Success Factors for Launching a Viral<br />davidgracia.com<br />
  2. 2. Why is Viral Marketing important<br />why<br />how<br />value<br />Differentiation<br />Tell a story<br />Viral Campaigns ROI<br />Higher reach<br />Surprise the audience<br />YouTube vs. Google<br />More credibility<br />Create an emotion<br />YouTube vs. TV<br />Higher involvement<br />Engage people<br />Value of Viral Effect<br />Better ROI<br />Make sequels<br />Key Metrics<br />
  3. 3. Opportunity for differentiation<br /><ul><li>Consumers are exposed to an insane number of commercial impacts
  4. 4. Every day it is more difficult to grab the attention of our target customers
  5. 5. The efficiency of traditional marketing techniques decreases</li></li></ul><li>reach a large audience<br /><ul><li>Word Of Mouth is nothing new of this era of the Internet</li></ul>traditional approach<br />viral approach<br /><ul><li>But the web is becoming social and people are highly connected on social networks
  6. 6. This amplifies the reach and speed of the diffusion of viral messages</li></li></ul><li>more credibility and relevance<br /><ul><li>Consumers have developed a negative attitude towards traditional advertising
  7. 7. People trust other people. 78% of people don’t trust advertising
  8. 8. In viral marketing the message comes with the endorsement of a trusted friend</li></li></ul><li>Better return on investment<br /><ul><li>Viral marketing is not free; some kind of promotion is necessary to raise awareness about the campaign
  9. 9. Once a critical mass is reached the message gets spread virally (for free)
  10. 10. The higher the viral effect, the better the ROI of the campaign</li></li></ul><li>Higher engagement<br /><ul><li>In viral marketing users take an active role: watch, comment, like, share
  11. 11. In some cases they even create content or suggest new videos to be produced
  12. 12. Thus the % of targeted audience that remembers the brand is higher than in mass media</li></li></ul><li>How to earn the attention<br />why<br />how<br />value<br />Differentiation<br />Tell a story<br />Viral Campaigns ROI<br />Higher reach<br />Surprise the audience<br />YouTube vs. Google<br />More credibility<br />Create an emotion<br />YouTube vs. TV<br />Higher involvement<br />Engage people<br />Value of Viral Effect<br />Better ROI<br />Make sequels<br />Key Metrics<br />
  13. 13. It’s all about a good story<br /><ul><li>You don’t control the distribution of the message that is sent from friends to friends
  14. 14. To encourage the pass-along rate it is important that your video does not sound like an add
  15. 15. The product or brand might appear explicitly but within a story</li></li></ul><li>Do something unexpected<br /><ul><li>To earn the attention of users you need to surprise people
  16. 16. Never repeat something just because it worked in the past; leverage the novelty effect
  17. 17. Example: the tippex campaign surprises when the hunter goes out of the video and grab a tippex</li></li></ul><li>Create an emotion<br /><ul><li>To be memorable and forwarded the message needs to raise an emotion
  18. 18. The emotion might be humor, play the absurd, a fake-or-real situation…
  19. 19. Or the emotion might be terror or something controversial</li></li></ul><li>Make sequels<br /><ul><li>If you happen to find a creative concept that gets viral you’ve got a golden mine
  20. 20. Don’t just do a one-shot viral but make sequels to amplify the effect of the campaign over time
  21. 21. You can do a making off (Mixta), blend different objects or play with many different verbs (tippex)</li></li></ul><li>Engage people<br /><ul><li>Allow sharing, embedding and downloading
  22. 22. Ask people to suggest new videos or create their own ones
  23. 23. Not only they will bring fresh ideas but will also become ambassadors of your campaign</li></li></ul><li>What about the ROI?<br />why<br />how<br />metrics<br />Differentiation<br />Tell a story<br />Volume KPIs<br />Higher reach<br />Surprise the audience<br />Activity KPIs<br />More credibility<br />Create an emotion<br />Engagement KPIs<br />Higher involvement<br />Engage people<br />Economic KPIs<br />Better ROI<br />Make sequels<br />Tools for analytics<br />
  24. 24. Depends on the objective<br />Direct Sales<br />Branding<br />Purchasing Mood<br />Social Mood<br />Searching<br />Browsing<br />
  25. 25. Social media vs Mass media<br />Active Role <br />Passive Role<br />Engagement<br />Interruption<br />From Friends<br />From Companies<br />Viral Effect<br />No free impacts<br />
  26. 26. Value of the Viral Effect<br />reach<br />cost<br />X<br />X<br />Cost Per Click<br />Net CostPer View<br />Paid Views<br />Total Views<br />
  27. 27. Key Performance Indicators<br />Engagement<br /><ul><li>Video Uploads
  28. 28. Likes
  29. 29. Forwards</li></ul>Activity<br /><ul><li>Comments
  30. 30. Favorite
  31. 31. Channel subscriptions</li></ul>Volume<br /><ul><li>Unique Visitors
  32. 32. Started Views
  33. 33. Completed Views</li></li></ul><li>Viral Marketing on YouTube<br />why<br />how<br />value<br />Differentiation<br />Tell a story<br />Viral Campaigns ROI<br />Higher reach<br />Surprise the audience<br />YouTube vs. Google<br />More credibility<br />Create an emotion<br />YouTube vs. TV<br />Higher involvement<br />Engage people<br />Value of Viral Effect<br />Better ROI<br />Make sequels<br />Key Metrics<br />

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