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PREPARE
TO FAILON VIRAL MARKETING
NOT
by Mu’min Santoso @msantoz
Monday, July 22, 13
Viral marketing is an idea that spreads and that
while it is spreading actually helps market your
business or cause
- Seth...
MISSION
Make people spread our message voluntarily
Monday, July 22, 13
THE CHECKLIST
Monday, July 22, 13
KNOWYOUR AUDIENCE
“your product may not naturally be contagious, but
understanding why people talk and share can allow
you...
WHYTHEY’LL SHARE?
They love social currency
“If a piece of content makes people seem smart,
they’re more likely to share i...
THEVIRAL HOOK
People don’t engage with each other to exchange viruses.
People exchange viruses as n excuse to engage with ...
THEVIRAL HOOK
Create a contagious content
Monday, July 22, 13
Contagious Content
ContextCreativity
Value
CONTAGIOUS FACTOR
Easily
Monday, July 22, 13
CREATIVITY
Contagious; why things Catch On by Jonah Berger
ACTIVATE
HIGH-
AROUSAL
EMOTIONS
Monday, July 22, 13
CREATIVITY
Contagious; why things Catch On by Jonah Berger
TEST IT
BEFORE
EXECUTE
Monday, July 22, 13
7 HIGH-AROUSAL EMOTIONS
Fear
JoySurprise
Anger
Anxiety
Awe
Monday, July 22, 13
CONTEXT
• PositiveValue
• Strengthen my bond
• Define our collective identity
• Give me status
Monday, July 22, 13
DEFINING INDEFINABLE
RelevancyCreativity Surprising
Interesting
Intense
(awe-inspiring)
Positive
Actionable
Monday, July 2...
DEFINING INDEFINABLE
The OfferingThe Hook
Monday, July 22, 13
Monday, July 22, 13
THETOUCH POINTS
TARGET AUDIENCE
Digital
Behavior
Place of
Interest
Habit
Mobile
Web
Soc-
Med
Works
School
ReferencesSport
...
THETOUCH POINTS
Target'
Audience'
Schools'
Universi5es'
Public'
Transport'
Canteen/'
Food'Court'
Internet'
Kiosk'
Sports'C...
TIMING & PHASING
Seed
the viral
spread
Refresh & Re-seed
measure and optimized
Monday, July 22, 13
&DOS DON’TS
Monday, July 22, 13
&
Make it easy to share
DOS DON’TS
Monday, July 22, 13
&
Make it easy to share Restrict Access
DOS DON’TS
Monday, July 22, 13
&
Make it easy to share Restrict Access
Create content that makes
people react
DOS DON’TS
Monday, July 22, 13
&
Make it easy to share Restrict Access
Create content that makes
people react
Assume you must be
controversial
DOS DON’TS...
&
Make it easy to share Restrict Access
Create content that makes
people react
Assume you must be
controversial
Define the ...
&
Make it easy to share Restrict Access
Create content that makes
people react
Assume you must be
controversial
Define the ...
&
Make it easy to share Restrict Access
Create content that makes
people react
Assume you must be
controversial
Define the ...
&
Make it easy to share Restrict Access
Create content that makes
people react
Assume you must be
controversial
Define the ...
“It’s like a batting average in baseball; no one hits
a home run every time. But it’s also not luck. By
understanding the ...
Monday, July 22, 13
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Prepare (not) To Fail

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Viral Marketing has been becoming a 'dream' for every marketer, everybody knows there are no particular formulas to make it. But I believe there must be some preparation to make it NOT to fail

Prepare (not) To Fail

  1. PREPARE TO FAILON VIRAL MARKETING NOT by Mu’min Santoso @msantoz Monday, July 22, 13
  2. Viral marketing is an idea that spreads and that while it is spreading actually helps market your business or cause - Seth Godin - Monday, July 22, 13
  3. MISSION Make people spread our message voluntarily Monday, July 22, 13
  4. THE CHECKLIST Monday, July 22, 13
  5. KNOWYOUR AUDIENCE “your product may not naturally be contagious, but understanding why people talk and share can allow you to create a campaign” - Jonah Berger - Monday, July 22, 13
  6. WHYTHEY’LL SHARE? They love social currency “If a piece of content makes people seem smart, they’re more likely to share it with their friends.” - Jonah Berger - Monday, July 22, 13
  7. THEVIRAL HOOK People don’t engage with each other to exchange viruses. People exchange viruses as n excuse to engage with each other Monday, July 22, 13
  8. THEVIRAL HOOK Create a contagious content Monday, July 22, 13
  9. Contagious Content ContextCreativity Value CONTAGIOUS FACTOR Easily Monday, July 22, 13
  10. CREATIVITY Contagious; why things Catch On by Jonah Berger ACTIVATE HIGH- AROUSAL EMOTIONS Monday, July 22, 13
  11. CREATIVITY Contagious; why things Catch On by Jonah Berger TEST IT BEFORE EXECUTE Monday, July 22, 13
  12. 7 HIGH-AROUSAL EMOTIONS Fear JoySurprise Anger Anxiety Awe Monday, July 22, 13
  13. CONTEXT • PositiveValue • Strengthen my bond • Define our collective identity • Give me status Monday, July 22, 13
  14. DEFINING INDEFINABLE RelevancyCreativity Surprising Interesting Intense (awe-inspiring) Positive Actionable Monday, July 22, 13
  15. DEFINING INDEFINABLE The OfferingThe Hook Monday, July 22, 13
  16. Monday, July 22, 13
  17. THETOUCH POINTS TARGET AUDIENCE Digital Behavior Place of Interest Habit Mobile Web Soc- Med Works School ReferencesSport Monday, July 22, 13
  18. THETOUCH POINTS Target' Audience' Schools' Universi5es' Public' Transport' Canteen/' Food'Court' Internet' Kiosk' Sports'Club' Music' Concert' Shopping'' Mall' Internet' Monday, July 22, 13
  19. TIMING & PHASING Seed the viral spread Refresh & Re-seed measure and optimized Monday, July 22, 13
  20. &DOS DON’TS Monday, July 22, 13
  21. & Make it easy to share DOS DON’TS Monday, July 22, 13
  22. & Make it easy to share Restrict Access DOS DON’TS Monday, July 22, 13
  23. & Make it easy to share Restrict Access Create content that makes people react DOS DON’TS Monday, July 22, 13
  24. & Make it easy to share Restrict Access Create content that makes people react Assume you must be controversial DOS DON’TS Monday, July 22, 13
  25. & Make it easy to share Restrict Access Create content that makes people react Assume you must be controversial Define the purpose DOS DON’TS Monday, July 22, 13
  26. & Make it easy to share Restrict Access Create content that makes people react Assume you must be controversial Define the purpose Disappear after going viral DOS DON’TS Monday, July 22, 13
  27. & Make it easy to share Restrict Access Create content that makes people react Assume you must be controversial Define the purpose Disappear after going viral Respond to comments DOS DON’TS Monday, July 22, 13
  28. & Make it easy to share Restrict Access Create content that makes people react Assume you must be controversial Define the purpose Disappear after going viral Respond to comments Get upset over negative comment DOS DON’TS Monday, July 22, 13
  29. “It’s like a batting average in baseball; no one hits a home run every time. But it’s also not luck. By understanding the science of word of mouth, you improve your average.” - Jonah Berger - Monday, July 22, 13
  30. Monday, July 22, 13

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