How to make VIRAL Promotions- By MarketingYogi

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How to make viral promotions- 9 mantras direct from the Marketing Yogi!

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How to make VIRAL Promotions- By MarketingYogi

  1. 1. Rabies Virus<br />Rabid dog<br />A Sad Story Really.<br />
  2. 2. Video/ Online Promotion<br />Viral Content<br />Active Social Media members<br />Viral Carriers<br />A Success Story Really.<br />
  3. 3. How to make VIRAL Promotions?<br />- ByMarketingYogi<br />http://www.linkedin.com/in/hemanththiru<br />Twitter: @hemanththiru<br />http://hemanththiru.blogspot.com<br />
  4. 4. Agenda<br /><ul><li>Viral Marketing- Analogy
  5. 5. Factors contributing to virality
  6. 6. 9 Mantras to make viral promotions
  7. 7. Pitfalls</li></ul> © MarketingYogiHemanthThiru<br />
  8. 8. Viral Marketing- Analogy<br />Viral Marketingis a technique with which a promotion is let to spread exponentially by getting passed on from consumer to consumer, leveraging social media networks.<br /> © MarketingYogiHemanthThiru<br />
  9. 9. Factors contributing to Virality<br />Pass-along-appeal of content<br />Content is King<br />Interesting enough to be forwarded (likeability)<br />Medium of propagation<br />Sharer’s network’s size and activeness of their network<br />Ease of sharing<br />Conspicuous and Easy CTA<br /> © MarketingYogi Hemanth Thiru<br />
  10. 10. 9 Mantras to make viral promotions<br />Direct from<br />MarketingYogi<br />
  11. 11. Mantra #1<br />Keep it short<br />Multitasking generation with ADHD<br />Optimal length (video: 2-3 minutes, concise blog: 3-4 paragraphs)<br /> © MarketingYogiHemanthThiru<br />
  12. 12. Mantra #2<br />To make them share: <br />Should resonate with the audience<br />Should be edgy<br />Should be shocking<br />Should stir up emotion- laugh or cry<br />Should NOT be overly promotional <br />© MarketingYogiHemanthThiru<br />
  13. 13. Mantra #3<br />Once the promotion is ready, start “seeding” it<br />Comment on relevant blogs, groups, video sites, Facebook pages, email lists, with promo links<br />Media fragmentation is good sometimes<br />Great Synergyamong Social media sites!<br /> © MarketingYogiHemanthThiru<br />
  14. 14. Mantra #4<br /> © MarketingYogiHemanthThiru<br />Relevance is key. <br />Interesting and relevant is viral; <br />Irrelevant is spam, though interesting.<br />
  15. 15. Mantra #5<br />Make it easily accessible. <br />Effective Keywords, titles and image captions. Optimize search results.<br /> © MarketingYogiHemanthThiru<br />
  16. 16. Mantra #6<br />Use relevant celebrities in the promotions; they are effective message carriers<br />likeability is higher<br /> © MarketingYogiHemanthThiru<br />
  17. 17. Mantra #7<br />For virality and buzz, make promotions re-mixable or customizable; <br />Encourage user-<br />generated content<br /> © MarketingYogiHemanthThiru<br />
  18. 18. Mantra #8<br />Sometimes ‘heated comments’ are good! Keeps the ball rolling. <br />But look out for controversies and black listing!<br /> © MarketingYogiHemanthThiru<br />
  19. 19. Mantra #9<br />Use a Data-driven strategy<br />Use Analytics to understand the sites that <br /> are driving the most shares, what <br /> demographics are sharing the most, average <br /> view time per video<br />Monitor, listen, measure and engage<br />Adapt accordingly<br /> © MarketingYogiHemanthThiru<br />
  20. 20. Pitfalls<br />Retention of brand may be less; less brand recall<br />No. of views may not equate to sales; Audience different from target market, different geography<br />Brand spoofing may help virality, but could also affect the brand<br /> © MarketingYogiHemanthThiru<br />
  21. 21. Be rabid. Go viral.<br />©‘MarketingYogi’ HemanthThiru<br />http://www.linkedin.com/in/hemanththiru<br />Twitter: @hemanththiru<br />http://hemanththiru.blogspot.com<br /> © MarketingYogiHemanthThiru<br />
  22. 22. Appendix- Maximum views on YouTube<br /> © MarketingYogiHemanthThiru<br />
  23. 23. Insights from successful viral promotions -1<br />Cadbury’s Gorilla<br />http://www.youtube.com/watch?v=TnzFRV1LwIo<br />Spoof video: (Bonnie Tyler: http://www.youtube.com/watch?v=Ow_o78zjo14&feature=related)<br />Encourage users to customize and remix videos <br />Tippex<br />http://www.youtube.com/watch?v=4ba1BqJ4S2M<br />Good interactive viral video. But does it connect to the brand? But the audience may not be able to recall the brand.<br />Knorr’s Sidekicks<br />http://www.youtube.com/watch?v=AYTkn1w8HUI&feature=related<br />Are viewers taken away from the brand message to the emotional Salty character?<br /> © MarketingYogiHemanthThiru<br />
  24. 24. Christian the lion<br />http://www.youtube.com/watch?v=pNv2A4Kfx4k&feature=related<br />http://www.youtube.com/watch?v=cvCjyWp3rEk&feature=related<br />Stirring up emotion is a good way to connect and make audience share<br />SouthPark YouTube episode<br />http://www.youtube.com/watch?v=idZOVqdcqno&feature=related<br />Bring PR from traditional TV to social media<br />Dramatic Look (of a hamster)<br />http://www.youtube.com/watch?v=y8Kyi0WNg40&feature=related<br />Original: http://www.youtube.com/watch?v=dhy0tIbGs_0&NR=1<br />Most of the viral videos are user generated. How to make a user generate a +ve viral video for a brand? But can only user-created content go viral?<br />Insights from successful viral promotions -2<br /> © MarketingYogiHemanthThiru<br />
  25. 25. The Sneezing baby panda (98 million views)<br />http://www.youtube.com/watch?v=FzRH3iTQPrk&feature=related<br />Can marketers turn it around and make a spoof out of this user-created video, and connect it to their brand? Will it work?<br />Laughing baby (162 million views!)<br />http://www.youtube.com/watch?v=5P6UU6m3cqk&feature=related<br />Video with the maximum number of hits. But can marketers turn it around and make a spoof out of this user-created video, and connect it to their brand? Will it work?<br />Heineken commercial <br />http://www.youtube.com/watch?v=S1ZZreXEqSY<br />Proves that ads created by marketers can go viral too. Very good connection between the promotion and the brand; message retention and brand recall are possible; not overly promotional, but subtle, optimal retention of brand logo at the end.<br />Insights from successful viral promotions -3<br /> © MarketingYogiHemanthThiru<br />

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