081118 - Viral Marketing


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Presentation on viral marketing that I gave at La Salle Business & Engineering School

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  • 081118 - Viral Marketing

    1. 1. VIRAL MARKETING DIGITAL Waggener Edstrom Worldwide |Ged Carroll |November 18, 2008
    2. 2. VIRAL MARKETING: <ul><li>What viral marketing </li></ul><ul><li>What viral marketing isn’t </li></ul><ul><li>Going in with your eyes open </li></ul><ul><li>Factors for success </li></ul><ul><li>Considerations </li></ul><ul><li>Going viral for the wrong reasons </li></ul><ul><li>Case studies </li></ul><ul><li>Questions </li></ul>
    3. 3. WHAT IS VIRAL MARKETING <ul><li>A marketing phenomena that facilitates and encourages people to pass along a marketing message voluntarily </li></ul><ul><li>Attention economy </li></ul><ul><li>Content comes in many formats </li></ul><ul><ul><li>Games </li></ul></ul><ul><ul><li>Video clips </li></ul></ul><ul><ul><li>Brandable software </li></ul></ul><ul><ul><li>Images </li></ul></ul><ul><ul><li>Text messages </li></ul></ul><ul><ul><li>Vouchers </li></ul></ul>
    4. 4. WHAT VIRAL MARKETING ISN’T <ul><li>Free marketing </li></ul><ul><li>Easy to do </li></ul><ul><li>A guaranteed success </li></ul><ul><li>A great mechanism for direct response marketing (generally) </li></ul><ul><li>Infinitively sustainable </li></ul><ul><li>A way to dupe or deceive consumers </li></ul>
    5. 5. GOING IN WITH YOUR EYES WIDE OPEN <ul><li>Only 15 per cent of advertisers reached the goal of prompting consumers to pass along their messages for them - JupiterResearch Viral Marketing – Bring the Message to the Masses </li></ul><ul><li>Relatively older online users are more likely than relatively younger users to forward advertising messages to friends or tell friends about ads </li></ul><ul><li>Different influential groups not only respond very differently to advertising campaigns, but also influence others in very different ways and through different means </li></ul><ul><li>Failure to truly understand the audience means that a campaign is as likely to alienate an audience as influence it </li></ul><ul><li>Brands attempting to reach outside their brand images or target demographics and only end up looking like they are trying too hard </li></ul>
    6. 6. FACTORS FOR SUCCESS <ul><li>Brevity </li></ul><ul><li>Don’t try too hard – the audience needs to get it </li></ul><ul><li>Don’t make an outright ad unless you have amazing content </li></ul><ul><li>Do provide people with an opportunity to remix your content – carrying on the discussion </li></ul><ul><li>Do invest in great content </li></ul><ul><li>Don’t put all your eggs in one basket </li></ul><ul><li>Do think about Social Network Potential / Super Nodes </li></ul><ul><li>Do not allow a creative idea to be watered down by too much internal discussion </li></ul><ul><li>Tactics that work </li></ul><ul><ul><li>Shock </li></ul></ul><ul><ul><li>Fake headlines </li></ul></ul><ul><ul><li>Appeal to sex </li></ul></ul><ul><ul><li>Incite a debate </li></ul></ul><ul><li>Do seed and promote: blogs, forums, social networks, email list, friends </li></ul><ul><li>Think carefully about a content release strategy </li></ul><ul><li>Luck </li></ul>
    7. 7. CONSIDERATIONS <ul><li>What are you trying to achieve? </li></ul><ul><li>Who are you trying to influence? </li></ul><ul><li>What understanding do you have about them? </li></ul><ul><li>What other audiences could see this content? </li></ul><ul><li>What is the reward to me as a consumer for engaging with your content </li></ul><ul><li>What is the opportunity cost vis-à-vis other marketing tactics? </li></ul><ul><li>What will this do to your brand? </li></ul><ul><li>What legal constraints do you operate under? </li></ul><ul><li>What organisational constraints do you operate under? </li></ul><ul><li>What’s next? </li></ul><ul><li>What will do if it doesn’t work? </li></ul>
    8. 8. GOING VIRAL FOR THE WRONG REASONS <ul><li>Going against brand values </li></ul><ul><li>Offending stakeholder groups </li></ul><ul><li>Conducting an activity that is considered to be in bad taste </li></ul><ul><li>Being seen as dishonest </li></ul>
    9. 9. CASE STUDIES
    10. 10. NISSAN <ul><li>Ni ssan Motor Company of Japan ordered its Israeli distributor to pull an advert that shows Arab businessmen venting anger at the fuel efficency of a Nissan Tiida car </li></ul><ul><li>The video went up on YouTube in July and was widely seen throughout the Arab world </li></ul><ul><li>Boycotts of Nissan products were started by Arab consumers </li></ul><ul><li>&quot; We need to apply punishments... against these things. In order for Nissan to keep its interests in the region, it must apologize .” Saudi government spokesperson Hani al-Wafa </li></ul>
    11. 11. SONY BRAVIA BALLS <ul><li>Ad agency looked at a way of visualising the colour difference of Sony Bravia TVs and came up with an ad spot </li></ul><ul><li>The high production value of the ad and the creativity of the film garnered 4.3 million views in 2006 on YouTube </li></ul><ul><li>Improved brand and advert recall and Sony had a 15 per cent rise in sales </li></ul>
    12. 12. BURGER KING WHOPPER <ul><li>Burger King’s signature dish is the Whopper. This campaign was done by Crispin Porter + Bogusky. </li></ul><ul><li>A Whopper-free Burger King is set up. </li></ul><ul><li>Customers are being told: we are very sorry, Burger King discontinued the Whopper. </li></ul><ul><li>The reactions of real customers, taped with hidden cameras and a fake TV news crew! </li></ul><ul><li>Some customers get really very angry and some tell great stories about Burger King </li></ul><ul><li>Day 2: customers Whoppers are swapped for other chains burgers – more anger ensues </li></ul>
    13. 13. CADBURY GORILLA <ul><li>Cadbury Dairy Milk chocolate sales had been hit by a salmonella outbreak </li></ul><ul><li>The company needed to get the brand back in front of people and meaning something more than food poisoning </li></ul><ul><li>It needed to spur discussion, there are 63 response videos on YouTube and the original has been viewed 3.2 million times </li></ul><ul><li>70 Facebook groups set up in appreciation of the gorilla </li></ul><ul><li>A 9% year on year increase in sales </li></ul>
    14. 14. BIBLIOGRAPHY <ul><li>Media Virus by Douglas Rushkoff </li></ul>
    15. 15. © Waggener Edstrom Worldwide 2008