5 C's of Viral Marketing - Evening session at Hyper Island Singapore September 20th, 2014
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This document discusses tactics for achieving viral marketing success. It outlines 16 years of experience launching over 400 campaigns for 30 brands across 7 global strategies. The key points covered include understanding human behaviors that drive virality, such as conformity, challenge, charisma and cheating. Specific tactics are presented, like creating appealing stories and using a combination of PR and cheating. The document encourages understanding different audience behavioral types and triggers, focusing on optimization over grand ideas, and being willing to try, fail, change and try again.
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5 C's of Viral Marketing - Evening session at Hyper Island Singapore September 20th, 2014
- 1. VIRAL MECHANICS AND THE TACTICS TO GET THERE
- 2. Today we will discuss… • …how and why people behave virally • …how to use those behaviours to your advantage
- 4. 16 YEARS, 30 BRANDS, 400 CAMPAIGNS, 7 GLOBAL STRATEGIES
- 5. iPhone Kodak FIERCE OPPONENT OF CAMPAIGN MINDSET
- 7. 1 OUR TASK FOR TODAY Social Media Engagement?
- 11. 2 BEHAVIOURS The ones that make you grow
- 12. 1
- 13. [insert example social setting]
- 14. [insert example pr setting]
- 15. 9
- 16. [insert example social setting]
- 17. [insert example pr setting H&M example]
- 19. 90
- 21. 1 9 90 TIME ACCESS ENTERTAINMENT
- 22. 3 5 C’s of Viral Marketing HOW TO MAKE SOMETHING VIRAL
- 23. CREATIVITY CONFORMITY CHALLENGE CHARISMA CHEATING
- 24. CREATIVITY STORY ABOUT THE STORY
- 26. 1. They created a video for the 90’s! ! 2. They created stories about the stories that would appeal to the 1’s and 9’s! ! 3. Launched through a combination of cheating and PR
- 27. CONFORMITY WE WANT TO BELONG
- 29. #hashtag
- 30. CHARISMA I WANT TO BE LIKE YOU
- 32. CHALLENGE I CHALLENGE YOU
- 33. FACEBOOK NO NO :(
- 35. CONFORMITY + CHALLENGE + CHARISMA = ?
- 37. WHAT ARE THE KEY TAKE AWAYS? • Understand what behavioural type you are talking too • Understand what will trigger their different behaviours • Focus on tactics and optimisation rather than a grand idéa or perfection
- 38. QUESTIONS TO YOU • How will you change the way you organise your communications in a setting that works as such? • How will you change the way you work, if you understand that you can try, fail, change, and try again? • What competences do you need to acquire in order to do this to perfection?