Viral marketing, word of mouth marketing, social media marketing. What's new in marketing and advertising, How to go viral (Viral formula), how can I implement a social media strategy, Guerrilla marketing concepts and best campaigns. Discover the best social media and viral marketing practices and The New Rules of Viral Marketing.
Presentation for Real Madrid School (European Univeristy of Madrid)
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8. 1- The consumer doesnāt believe anymore Overstated messages, leadership, etc Advertising communication McDonalds has the good security certification from thefrom the FederaciĆ³n EspaƱola de HostelerĆa (FEHR) 1
9. 2- The loss of Mass Media efficiency ā Half my advertising is wasted, but I don't know which half ā I pay more and I have less!... So, whatās wrong? Typically, media investment represents 75% of the total advertising budget 1
10. 2- The loss of Mass Media efficiency Has you seen my new MAILBOX? Your advertising goes here ĀæRobinson Lists? 1
11. 3- Media Saturation Buzz Marketing Media Saturation- Ultra Presence, Urban Spam, Advertising TV 15-20% More than 4000 Ads impacts per day 1
17. "Advertising is the price you pay for not realizing the value of building your passionate tribe" Dr. Mani Sivasubramanian Source: The Audience is always right, mad-blog 6- Audience traditional concept is changing 1
19. Source: New Marketing ā Intersection Consulting 7- From the Push to the Pull Strategy 1
20. Participation Active Role Building together Connection Source: The Audience is always right, mad-blog 7- From the Push to the Pull Strategy Engagement is the new marketers job 1
26. To Sum it Up Source: http://www.theinfluencers.ca/why_wom.php 1
27. To Sum it Up Word of mouth Buzz marketing Viral marketing Community marketing Social media marketing Influential marketing Referral Programs Guerrilla marketing Global Paradigme Refer your friends Influence, bloggers, Social Media Hight Impac, Publicity Budget, Street Easy to forward Product Seeding Communities 1
29. 1- Whatās Guerrilla Marketing? Buzz Experience Action Mix Impact Not big Budget Creativity Publicity Art 2
30. U nconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget . Typically, guerrilla marketing campaigns are unexpected and unconventional ; potentially interactive ; and consumers are targeted in unexpected places . 1- Whatās Guerrilla Marketing? 2
31. * For the small business and entrepreneur . * It should be based on human psychology rather than experience, judgment, and guesswork. * Instead of money, the primary investments of marketing should be time, energy, and imagination. * The primary statistic to measure your business is the amount of profits , not sales. * Instead of concentrating on getting new customers, aim for more referrals , * Forget about the competition and concentrate more on cooperating with other businesses. * Combination of marketing methods for a campaign. * Use current technology as a tool to build your business. * Messages are aimed at individuals or small groups , the smaller the better. 1- Whatās Guerrilla Marketing? PRINCIPLES OF GUERRILLA MARKETING 2
32. 2- Types of Guerrilla Marketing? Guerrilla Marketing is On and Off line, but it was once called STREET MARKETING because we used to place it in the street. AMBIENT MARKETING : Marketing takes profit of elements that already exist on the street giving them a special meaning or function AMBUSH MARKETING: marketing campaign that takes place around an event but does not involve payment of a sponsorship fee to the event. 2
33. AMBIENT MARKETING STREET MARKETING Ajax Holanda - Adidas Hopi Hari FunFair AMBUSH MARKETING Cricket Cup 2 2- Types of Guerrilla Marketing?
34. FLASHMOB is a large group of people who assemble suddenly in a public place, perform an unusual and pointless act for a brief time, then quickly disperse 2 2- Types of Guerrilla Marketing?
40. 1- Whatās Viral Marketing? Word of Mouth Marketing approach that centers on its ability to spread information across, exponentially in the fastest and most simple way possibly by making it easy to forward to the consumer. 3
41. 1- Whatās Viral Marketing? It's the name given to that moment in an epidemic when a virus reaches critical mass. It's the boiling point. It's the moment on the graph when the line starts to shoot straight upwards. ā Viral Marketing is like succeeding in Hollywood: every actor wants to do it, only a few succeedā Emakina "Viral is a thing that happens, not a thing that is" Faris Yakob 3 Fuente: baekdal.com
42. 2- Viral Marketing Theories How people adopt new products and technologies 3
43. 2- Viral Marketing Theories Iāts the name given to that moment in an epidemic when a virus reaches critical mass. It's the boiling point. It's the moment on the graph when the line starts to shoot straight upwards. 3 Source: baekdal.com
44. 2- Viral Marketing Theories Identify Fans and Opinion Leaders, Create a unique message and Take benefit of the contextā¦ The Law of the Few The Stickiness Factor The Power of Context Itās this āsomethingā in a message what make it memorable immediate / unprecedented/ Interactive/ inimitable "Epidemics are sensitive to the conditions and circumstances of the times and places in which they occur." 3
45. 2- Viral Marketing Theories Looking for the Exponential effect Source: Emakina Slideshare 3
47. 3- Viral Formula ā Viralityā is consequence of the coherent implememtation of some Elements / Parameters that we have mixed on the right way (or by chance), conditioned by a group of Enhancers and the right election or combination of some Creative Ways that work for the moment. So, when these elements can stimulate a powerfull Call to Action =āShare Itāā¦Then, we can talk about āViralityā = LT+FT+DC+SI+OE+AR V Elements / Parameters Creative ways Enhancers 3
49. 3- Viral Formula - ELEMENTS 1- OPINION LEADER TARGET = LT +FT+DC+SI+OE+AR 1 Opinion Leader Targer= 1 Active Opinion Leader = 1 Opinion Leader (n) n n= % of improvement between a mass campaign and a targeted one. * To raise to the power of n , because the message spreads exponentially to the target who are target of the OP and so target of the campaign. Opinion Leader Critical Mass Target Fans Passionated Elements / Parameters 3
50. 3- Viral Formula - ELEMENTS 2- EASY TO FORWARD = LT+ FT +DC+SI+OE+AR Elements / Parameters K EEP I T S IMPLE S TUPIDā¦ 3 Easy to suscribe Easy to add Easy to watch related videos Easy to comment Easy to measure the success Easy to forward and save as favourite Easy to see
51. 3- Viral Formula - ELEMENTS 3- SHORT DURATION = LT+FT+ DC +SI+OE+AR SPOT TV Traditional TechCrunch says 15-30āā "What's good, when brief, is twice as good" Source: http://farm2.static.flickr.com/1389/1265330179_d762061d2c.jpg Viral Video āAmo a Lauraā almost 2 mins Viralfactory List 2008 80% + 1 min 30-45āā Commercials 3
52. 3- Viral Formula - ELEMENTS 4- POWERFUL SURPRISE = LT+FT+DC+ SI +OE+AR Elements / Parameters Saturation Overcommunication NOT normal EHHHH!! WTF!! 3
53. 3- Viral Formula - ELEMENTS 5- KEY ELEMENTS OPTIMIZATION = LT+FT+DC+SI+ OE +AR Elements / Parameters THUMBNAIL TITLE TAGS COMMENTS 3
54. 3- Viral Formula - ELEMENTS 6- OPEN REMIX = LT+FT+DC+SI+OE+AR Elements / Parameters The user will decide Risk Are you willing to let parody your viral? 3
57. 3- Viral Formula - ENHANCERS Ā«Ā PEROā¦ĀæPOR QUĆ? Ā» YO Soy una Escuela LĆder Ā«Ā PEROā¦ĀæPOR QUĆ? Ā» YO Soy una Escuela LĆder More spicy please 3
58. 3- Viral Formula - ENHANCERS No Branding Transmission Icentive Enhancers are extra variables that improve the viral power Chorus ā Be Onā Customization Series Challenge 3
59. 3- Viral Formula - ENHANCERS 1- NO BRANDING = Enhancers The user will decide 3
60. 3- Viral Formula - ENHANCERS 2- TRANSMISSION INCENTIVE = Enhancers Be careful 3
61. 3- Viral Formula - ENHANCERS 3- CHORUS = Enhancers When you donāt know how to say something, say it singingā¦ Coca-Cola chiwawa WassUp!! Budweiser 3
62.
63. 3- Viral Formula - ENHANCERS 4- BE ON = Enhancers Whatās Buzzing Right Now? 3
64. 3- Viral Formula - ENHANCERS 5- CUSTOMIZATION = Enhancers Me!! Dancing In marketing, customization improves your campaign succes 3
65. 3- Viral Formula - ENHANCERS 6- SERIES = Enhancers Itās time to create unbelievable histories 3
66. 3- Viral Formula - ENHANCERS Why do you think āWrite the Futureā is a total success? 3
67. 3- Viral Formula - ENHANCERS 7- CHALLENGUE = Enhancers I bet that we can reachā¦. Poner imagen tuentiā¦ a que llegamos a 1 millon se seguidores de la roja 3
70. Ā«Ā PEROā¦ĀæPOR QUĆ? Ā» YO Soy una Escuela LĆder 3.3 Creative Ways Ā Ā«VIRAL FORMULAĀ» 3
71. 3- Viral Formula ā CREATIVE WAYS True or Not Natural authenticity Creative Ways that have been used by producers The Sexy Humour Unusual VS The Cool 3
72. 3- Viral Formula ā CREATIVE WAYS 1- TRUE OR NOT = Creative Ways Is That True or not? 3
73. 3- Viral Formula ā CREATIVE WAYS 2- NATURAL AUTHENTICITY = Creative Ways Itās not being Freaky, Itās being Authentic 3
74. 3- Viral Formula ā CREATIVE WAYS 3- NATURAL AUTHENTICITY = Creative Ways Do you like me?ā¦ Click here 3
75. 3- Viral Formula ā CREATIVE WAYS 4- HUMOUR / MOOD = Creative Ways Outtakes or Bloopers Hidden camera Feel Ridiculous 3
80. Some Marketers named this āThe Goliath Effectā The key motivating factor is often an us versus them approach, with the users as the underdog battling a giant corporation or politician or social structure. ā THE GOLIATH EFFECTā 3
86. Social media marketing is āreal marketingā. Marketing using social media network to CONNECT and ENGAGE with your consumer in a āreal wayā 1- Whatās SOCIAL MEDIA MKT? 4
87. Listen Fans Community Management Engagement Tribes ORM Monitoring 1- Whatās SOCIAL MEDIA MKT? 4
98. From: Masterclass mkt digital ICEMD 2010 ā Christian Palau Chance? 2- Why SOCIAL MEDIA MKT? 4
99. "Advertising is the price you pay for not realizing the value of building your passionate tribe" Dr. Mani Sivasubramanian 2- Why SOCIAL MEDIA MKT? 4
101. 1- Benchmarking best social media practices 2- Get ready to listen your target 3- Analyze what social media is suitable for your objectives and target 4- Evangelize your team and clients 5- Develope your Digital 2.0 Identity (Marketing plan + Content Strategy) 6- Monitoringā¦ 7- Test, Mesaureā¦And learn. 3- SOCIAL MEDIA MKT Framework 4
112. THIS WORLD IS FULL OF PASSION I hope to see you soon... Juan SƔnchez Bonet Social Media Buzzing Consultant http://juanmarketing.com/ [email_address]