Viral Marketing Course: Day 1


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This is the first day of a two day Viral Marketing course for Ravensbourne College of Communication and Design -

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Viral Marketing Course: Day 1

  2. 2. Programme – Day 1 <ul><li>What is viral marketing? </li></ul><ul><li>Showcase and examples </li></ul><ul><li>Team task </li></ul><ul><li>Preparing the ground </li></ul><ul><li>Seeding </li></ul><ul><li>Tools of the trade </li></ul><ul><li>Ethics, legal and codes of conduct </li></ul>
  3. 3. Programme – Day 2 <ul><li>Review day 1 </li></ul><ul><li>Bringing your campaign to life </li></ul><ul><li>Case studies </li></ul><ul><li>Project management </li></ul><ul><li>Launch </li></ul><ul><li>Measuring success </li></ul><ul><li>Team task presentations </li></ul>
  4. 4. Introductions
  5. 5. Pub Quiz
  6. 6. Round 1 1. How many households in the UK had broadband by the end of 2007? 2. What was the online ad spend for the UK in 2007? 4. What is the percentage of unwanted emails (spam) sent over the net each year? 5. Who between the ages of 25 and 34 spend more time online: women or men? 6. How many SMS (texts) were sent in December 2008 in the UK? 15.4 million £2.8 billion 97% Women 7.7 billion 7. What is the most popular online activity? Using email – 29.9m 3. What percentage of the internet population is over 55? 19% 8. What is the average age of a visitor to YouTube? 34 9. Which age group were the largest users of SMS in 2008 Q3 in the UK? 55+ 10. What percentage of 15-24 year olds watched user-generated content in 2007? 87%
  7. 7. Round 2 1. Who is the trade association for the internet marketing industry? 2. Name three types of media that can be used in viral marketing 4. Name three video sharing sites 5. What is an ARG? 6. Which lager brand created a digital pint game for the iPhone? The IAB (Internet Advertising Bureau) Email, online games, SMS, social media apps, video… Augmented or Alternative Reality Game YouTube, Facebook, Vimeo, Brightcove, DailyMotion, MySpace, Flickr, Metacafe Carlsberg 7. How many views on YouTube in the UK has the Cadbury’s Gorilla ad had? Over 5 million 3. Which 1960s singer used viral marketing to promote their greatest hits box set? Bob Dylan 8. Which off-license chain prior to Christmas 2006 used email and social media to promote a 40% off online printable voucher? Threshers 9. How many views did Burger King’s Subservient Chicken game rack up in its first week? 46 million
  8. 8. Viral marketing: a board room debate
  9. 9. So, we’re allocating budget, but what is it?
  10. 10. Your favourite viral marketing campaign? <ul><li>Why? </li></ul><ul><li>How did you find out about it? </li></ul><ul><li>What makes a good viral campaign? </li></ul>
  11. 11. Summary
  12. 12. Showcase examples
  13. 13. Hotmail <ul><li>Launched as one of the first free email service in July 1996 and bought by Microsoft in Jan 1998 for a estimated $400m. </li></ul><ul><li>Why? </li></ul><ul><li>Within 18 months of launch it had already gathered around 8.5 million subscribers </li></ul><ul><li>How? </li></ul><ul><li>Hotmail simply attached an automated signature at the bottom of each e-mail message that promoted their free service. Every single e-mail sent by a Hotmail user contained this message, thus spreading it like a virus. Recipients would see the ad, and as a result, they too signed up for Hotmail. </li></ul><ul><li>By 2008 Hotmail had 270 million users and was available in 35 languages </li></ul>
  14. 14. The Blair Witch Project <ul><li>Released in US - July 14, 1999 </li></ul><ul><li>Production Budget - $35,000 </li></ul><ul><li>Total US Gross - $140,539,099 </li></ul><ul><li>Prints and Advertising Budget - $6,500,000 </li></ul><ul><li>Worldwide Gross - $248,300,000 </li></ul><ul><li>A buzz was created on and off line to promote the film via the creation of a myth that the creators had found actual footage of an unexplainable phenomenon left by a missing group of campers. The creators themselves seeded this myth by appearing on Pierson show &quot;Split Screen&quot; with 8 minutes of footage they claimed was found in the woods. Pierson encouraged indie aficionados to debate the truth of the Blair Witch on his web site. When The Blair Witch Project website went live they further spread the disinformation. The film was introduced as Sundance during midnight screening, where industry and Hollywood elite were treated with same guerrila/fandom strategy, &quot;flyering&quot; Sundance with &quot;missing&quot; leaflets . </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  15. 15. Burger King: Subservient Chicken <ul><li>Behind the scenes details: </li></ul>
  16. 16. Simpsons: the movie, avatar creator
  17. 17. Will It Blend?
  18. 18. Mini – ‘Ave a word
  19. 19. Questions?
  20. 20. Play time: what makes these viral? <ul><li> </li></ul><ul><li> </li></ul><ul><li>http:// / </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> (note no. of views) </li></ul>
  21. 21. Discussion: what makes something go viral?
  22. 23. Viral marketing elements (a selection) <ul><li>A successful viral marketing strategy: </li></ul><ul><li>Give away products or services (including entertainment) </li></ul><ul><li>Provide for effortless transfer to others </li></ul><ul><li>Scale easily from small to very large </li></ul><ul><li>Exploit common motivations and behaviours </li></ul><ul><li>Utilize existing communication networks </li></ul><ul><li>Take advantage of others' resources </li></ul>
  23. 24. Lunch
  24. 25. Team brief
  25. 26. Planning <ul><li>Identify: </li></ul><ul><li>Brand or product(s) to be marketed </li></ul><ul><li>Target market </li></ul><ul><li>Budget </li></ul><ul><li>Timings </li></ul><ul><li>Overall aim: brand awareness, increase sales, increase customer details acquisition? </li></ul><ul><li>Activity that may impact on campaign and timings – brand redesign, new product launch, PR campaign, your schedule (eg. holidays) </li></ul>
  26. 27. Planning: before you go too far… <ul><li>Be honest – how good is the brand or product you are trying to market? </li></ul><ul><li>ie… </li></ul><ul><li>How hard are you going to have to work, and if you’re successful will the brand/product stand up to the attention? </li></ul>
  27. 28. Planning - benchmarking <ul><li>Understand and benchmark your current online presence </li></ul><ul><ul><li>Official </li></ul></ul><ul><ul><li>Customer, PR, media, generated </li></ul></ul><ul><li>Understand your existing customer base and review how you communicate, benchmark </li></ul><ul><li>Understand who are the best influencers for your brand </li></ul><ul><li>Review and revise where required before going any further </li></ul>
  28. 29. Benchmarking your online presence <ul><li>(In addition to any server-side stats package - Google Analytics, WebTrends etc) </li></ul>
  29. 30. Exercise 1. <ul><li>Use the following sites to understand how your site is reflected in search : </li></ul><ul><li>Google and another search engine (note organic as well as paid-for search results) </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Did you find any unusual links or associations? </li></ul><ul><li>If benchmarking: record the results, in particular, the number of back links and position within search (1 st , 2 nd , 3 rd etc) </li></ul>
  30. 31. Exercise 2. <ul><li>Use the following sites to get a sense of how your chosen site is reflected in social media : </li></ul><ul><li>Blogs – , or </li></ul><ul><li>Microblogs: , </li></ul><ul><li>Social networks – , , , </li></ul><ul><li>Social bookmarking – , www. </li></ul><ul><li>Social news – , , </li></ul><ul><li>Video sharing: </li></ul><ul><li>Also check: , Yahoo Groups, Google Groups, forums </li></ul><ul><li>Benchmark: quality and quantity of mentions, clips and posts </li></ul><ul><li>Note: This list is not exhaustive. For a more comprehensive list see: </li></ul>
  31. 32. Your customers are your best evangelists and viral marketers
  32. 33. As are your employees
  33. 34. Therefore: to increase the likelihood of a campaign going viral it’s best to already be regularly communicating, listening and talking with your customers and employees. Respect Listen Learn Converse
  34. 35. Email
  35. 36. Comments, forums, message boards
  36. 37. Listen before you blog, Twitter, Facebook…
  37. 38. Ethics, best practice, the law
  38. 39. Ethics <ul><li>WOMMA fundamental principles: </li></ul><ul><li>Happy, interested people will say good things about you </li></ul><ul><li>Honest, genuine opinion is our medium </li></ul><ul><li>We start, support, and simplify the sharing </li></ul><ul><li>Word of mouth cannot be faked </li></ul><ul><li>Word of mouth marketing empowers the consumer </li></ul><ul><li> </li></ul>
  39. 40. WOMMA Code of conduct <ul><li>Consumer protection and respect are paramount </li></ul><ul><li>The Honesty ROI: Honesty of Relationship, Opinion, and Identity </li></ul><ul><li>We respect the rules of the venue </li></ul><ul><li>We manage relationships with minors responsibly </li></ul><ul><li>We promote honest downstream communications </li></ul><ul><li>We protect privacy and permission in a campaign when asked by consumers or the media. </li></ul><ul><li>We will provide contact information upon request. </li></ul><ul><li> </li></ul>
  40. 41. Legal <ul><li>Under the Consumer Protection from Unfair Trading Regulations 2008 the following are now outlawed: </li></ul><ul><li>Creating fake blogs </li></ul><ul><li>Falsely representing oneself as a customer; and </li></ul><ul><li>Falsely advertising on social media site </li></ul>
  41. 42. No longer permitted: <ul><li>‘ Astroturfing’ , the practice of falsely creating the impression of independent, popular support by means of orchestrated and disguised public relations activity. For example, in the context of social media, astroturfing techniques could include the creation of a dedicated blog, posting comments on others' blogs or on message boards, submitting supposedly amateur videos to YouTube </li></ul><ul><li>‘ Flogs’ the creation of a fake blog by a PR agency or organisation that poses as a customer to promote a product or service. </li></ul><ul><li> </li></ul>
  42. 43. Privacy and Data Protection <ul><li>Ensure you have a privacy policy on your site which should include: </li></ul><ul><li>The type of information that will be collected; </li></ul><ul><li>How the information will be used and stored; </li></ul><ul><li>Whether the information will be released to a third party; and </li></ul><ul><li>The use of cookies on the website and how you can disable them </li></ul><ul><li> </li></ul>
  43. 44. Also see: <ul><li>Chartered Institute of Marketing </li></ul><ul><li>Chartered Institute of Public Relations </li></ul><ul><li>ASA - British Code of Advertising, Sales Promotion and Direct Marketing </li></ul><ul><li>Word of Mouth Association UK </li></ul><ul><li>Data Protection Act 1998 </li></ul><ul><li>Information Commissioners Office (ICO) </li></ul>