Big seed marketing

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The slides (without the cases studies) of my presentation at the new media event in Dubai. This presentation has been inspired by Duncan Watts.

Published in: Technology, Business

Big seed marketing

  1. 1. Big seed marketing The best of both worlds
  2. 2. <ul><li>About networks: The rhizome </li></ul><ul><li>About customer advocacy: The lake wobegon effect </li></ul><ul><li>About virality: No free lunch </li></ul>
  3. 3. <ul><li>1. About networks: </li></ul><ul><li>The rhizome </li></ul>
  4. 4. <ul><li>Massive </li></ul><ul><li>Decentralized </li></ul><ul><li>Dynamic </li></ul><ul><li>Self-organized (at several levels) </li></ul><ul><li>Is about People + links </li></ul>
  5. 5. Network effect <ul><li>Value to a potential customer depends on the number of other customers who own the good or are users of the service </li></ul><ul><li>According to Metcalfe: the value of a telecommunications network is proportional to the square of the number of connected users of the system </li></ul><ul><li>For the web, it’s a little more complicated </li></ul>
  6. 6. Links, links, links <ul><li>Small world network: 6 degrees of separation </li></ul><ul><li>Scale-free network: Power law of preferential attachment </li></ul>
  7. 7. <ul><li>Nodes (people) </li></ul><ul><li>and ties (links) </li></ul>
  8. 8. IM generation: “My mates are my media” <ul><li>They claim that they are not influenced by advertising and that they trust their peers more than the opinion leaders </li></ul><ul><li>Connections tend to be with people they know </li></ul><ul><ul><li>At the very most, might extend to friends of friends </li></ul></ul><ul><ul><li>But very little interest in talking to strangers (unless they have specific profiles) </li></ul></ul>
  9. 9. Even on the biggest social networks <ul><li>90.6% of messages are sent to “friends” </li></ul><ul><li>50% of messages to friends are sent to schoolmates </li></ul><ul><li>For reciprocal messages partners, it raises to 71% </li></ul>(Facebook 2007)
  10. 10. Content or connection
  11. 11. 2. About customer advocacy: The lake Wobegon effect
  12. 12. Customer advocacy drive growth
  13. 13. Treat everyone the same, even they have a low authority score
  14. 15. <ul><li>It’s hard to buy coolness </li></ul>
  15. 16. Where do you find brand advocates? On blogs, of course… (but not only)
  16. 17. Engage (?) <ul><li>Bloggers can feed the media narrative over time, don’t ignore the bloggers </li></ul><ul><li>Traffic alone does not equal influence/ Technorati authority neither </li></ul><ul><li>Don’t punish negative opinions </li></ul><ul><li>Outing a blog yourself helps but is not necessary – commenting is also part of the conversation </li></ul>
  17. 18. But the blogosphere isn’t everything <ul><li>Reach matters and blogs have low reach </li></ul><ul><li>Blogs are mostly visited by bloggers </li></ul><ul><li>Conversation is everywhere: blogs, social networks but also forums, chats…. and offline </li></ul><ul><li>Twitter reach is about 0,2% </li></ul><ul><li>The internet landscape is still dominated by a search engine and an email service </li></ul><ul><li>It’s easier to engage people if your brand proposal is strong </li></ul><ul><li>What will be your performance indicator? </li></ul>
  18. 19. The lake wobegon effect <ul><li>80% of the CEOs think their brand offers a superior experience </li></ul><ul><li>… . 8% of their customers agree </li></ul><ul><li>and this is one out of many biases </li></ul>
  19. 20. 3. About virality: No free lunch
  20. 21. The theory: Influence the influencer
  21. 23. <ul><li>Viral marketing is much easier to tell stories about than to implement. For every high profile example of a viral product, there are many more unsuccessful attempts that one never hears about. </li></ul>
  22. 24. Viral effect Burnout
  23. 26. Traditional marketing versus epidemic threshold <ul><ul><li>Increase conversions </li></ul></ul><ul><ul><li>by increasing p or </li></ul></ul><ul><ul><li>N </li></ul></ul><ul><ul><li>R > 1: epidemic threshold/tipping </li></ul></ul><ul><ul><li>point is reached: virality works </li></ul></ul><ul><ul><li>R < 1: burnout, virality fails </li></ul></ul>
  24. 27. Best of both worlds <ul><li>By embracing a big seed strategy , you can leverage on 3 variables </li></ul><ul><ul><ul><li>Reach (number of contacts) </li></ul></ul></ul><ul><ul><ul><li>Persuasion power </li></ul></ul></ul><ul><ul><ul><li>Reproduction rate </li></ul></ul></ul>
  25. 29. Maximize reach <ul><li>Forget about the hype. Watch the figures!!! </li></ul><ul><li>Select few sites with large reach </li></ul><ul><li>In order to avoid waste, chose high selectivity's and/or targeted solutions </li></ul><ul><li>Watch accumulation statistics </li></ul><ul><li>Avoid too much contacts per person </li></ul>
  26. 30. Maximize persuasion <ul><li>Find the right balance between visibility and irritation </li></ul><ul><li>Keep your brand always visible </li></ul><ul><li>Segment your approach </li></ul><ul><li>Manage the length of the text rather than the font size </li></ul><ul><li>Pre-test several creatives if possible </li></ul><ul><li>Rich media (with interaction) offers more impact and higher memorization </li></ul><ul><li>Internet is a media with a high emotional potential </li></ul><ul><li>Context (more than content) matters! </li></ul>
  27. 31. Maximize reproduction rate <ul><li>Trust the strength of your message and the motivation of your influencers </li></ul><ul><li>Be surprising, provocative, unexpected, smart and go were people are communicating and give them tools </li></ul>
  28. 32. Take aways <ul><li>Use specific monitoring tools, it will help you in your communication strategy </li></ul><ul><li>The communication channel might be different of the market intelligence channel </li></ul><ul><li>Don’t overstimate your viral power: Most campaigns have too low Reproduction rates to rely only on virality </li></ul><ul><li>Keep the critical mass you need in mind </li></ul><ul><li>Marketing combines persuasion, reach and reproduction </li></ul><ul><li>Know you target group’s network(s) and know their specificities </li></ul><ul><li>Use existing networks instead of trying to create new ones </li></ul><ul><li>Think user inititiated </li></ul>
  29. 33. Thank you. Philippe Deltenre Microsoft Advertising [email_address] [email_address]

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