"When viral becomes social." Presentatie viral marketing @Nyenrode

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When viral becomes social.

"Virals don’t self propagate, they can’t be pushed. But experiences are nowadays spread deliberately. By…
...People!"

Presentatie van Remco van Buren op Nyenrode op 20-10-2010

Published in: Business, News & Politics
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"When viral becomes social." Presentatie viral marketing @Nyenrode

  1. 1. 1<br />When viral becomes social<br />Nyenrode› 18 October 2010 › Remco van Buren<br />
  2. 2. About Kittyhawk and myself…<br />Founded in June 2009<br />> 35 years of online experience<br />Focus: integrating online in general business strategies<br />Or: Building Online Business <br />Team of 9 specialists and growing fast <br />More info www.kittyhawk.nl<br />Me? Remco van Buren <br />2<br />Social Media Marketing<br />
  3. 3. 3<br />How it often starts:<br />Marketer: “We want to do something different, something remarkable, funny and cool. Let’s create a viral! Something everyone wants to see!”<br />Or the agency: “we got a great idea for a viral! Cost efficient high impact!”<br />
  4. 4. 4<br />Why they want it:<br />Their customers are more and more active in social media where they share content. And sometimes it is highly viewed and shared many times. <br />
  5. 5. 5<br />What they want:<br />Marketers want something, a video, a game, a microsite that spreads like a virus. Just like NumaNuma, they want a successful viral. <br />
  6. 6. 6<br />Success is often measured by…. <br />… the number of views and how many people watched it!<br />
  7. 7. 7<br />But it’s not about the number of views,<br />It’s about WOM, a Buzz, it’s about consumers making the brand message their ownand giving it social worth!<br />
  8. 8. 8<br />We have entered the era in which…<br />Economy is based on Experiences<br />Consumers choose for Authenticity<br />Companies must Generate<br />
  9. 9. 9<br />Ergo: viralsdon’t self propagate, they can’t be pushed. <br /> But experiences are nowadays spread deliberately. By…<br />…People!<br />
  10. 10. 10<br />
  11. 11. 11<br />So stop trying to make things viral…<br /> … but start understanding what people want to share and why.<br /> But how do we start?!<br />
  12. 12. 12<br /> 1. Start caring about something more than your products!<br />
  13. 13. 13<br />2. Know the community. Make your content easily findable and sharable. <br />
  14. 14. 14<br />3. Understand their desires.<br />
  15. 15. 15<br />4. Give them tools to share the experience…<br /> …and use links!<br />
  16. 16. 16<br />5. Engage your audience…<br /> … let them play a role. <br />
  17. 17. 17<br />6. Last but not least: make sure emotions are generated: parody, humor, shock, surprise, absurdity etcetera<br />
  18. 18. For more information:<br />W: www.kittyhawk.nl<br />E: remco@kittyhawk.nl<br />T: 0413 38 70 56<br />Social Media Marketing<br />18<br />

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