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5 C's of Viral Marketing - Evening session at Hyper Island Singapore September 20th, 2014

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This is the presentation on the 5 C's of Viral Marketing. A book about viral marketing being released in spring 2015.

5 C's of Viral Marketing - Evening session at Hyper Island Singapore September 20th, 2014

  1. 1. VIRAL MECHANICS AND THE TACTICS TO GET THERE
  2. 2. Today we will discuss… • …how and why people behave virally • …how to use those behaviours to your advantage
  3. 3. 16 YEARS, 30 BRANDS, 400 CAMPAIGNS, 7 GLOBAL STRATEGIES
  4. 4. iPhone Kodak FIERCE OPPONENT OF CAMPAIGN MINDSET
  5. 5. 1 OUR TASK FOR TODAY Social Media Engagement?
  6. 6. 2 BEHAVIOURS The ones that make you grow
  7. 7. 1
  8. 8. [insert example social setting]
  9. 9. [insert example pr setting]
  10. 10. 9
  11. 11. [insert example social setting]
  12. 12. [insert example pr setting H&M example]
  13. 13. 90
  14. 14. 1 9 90 TIME ACCESS ENTERTAINMENT
  15. 15. 3 5 C’s of Viral Marketing HOW TO MAKE SOMETHING VIRAL
  16. 16. CREATIVITY CONFORMITY CHALLENGE CHARISMA CHEATING
  17. 17. CREATIVITY STORY ABOUT THE STORY
  18. 18. 1. They created a video for the 90’s! ! 2. They created stories about the stories that would appeal to the 1’s and 9’s! ! 3. Launched through a combination of cheating and PR
  19. 19. CONFORMITY WE WANT TO BELONG
  20. 20. #hashtag
  21. 21. CHARISMA I WANT TO BE LIKE YOU
  22. 22. CHALLENGE I CHALLENGE YOU
  23. 23. FACEBOOK NO NO :(
  24. 24. CHEATING POPULARITY IDIOCY
  25. 25. CONFORMITY + CHALLENGE + CHARISMA = ?
  26. 26. WHAT ARE THE KEY TAKE AWAYS? • Understand what behavioural type you are talking too • Understand what will trigger their different behaviours • Focus on tactics and optimisation rather than a grand idéa or perfection
  27. 27. QUESTIONS TO YOU • How will you change the way you organise your communications in a setting that works as such? • How will you change the way you work, if you understand that you can try, fail, change, and try again? • What competences do you need to acquire in order to do this to perfection?

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