This document summarizes a digital marketing seminar focused on the power of viral marketing. It discusses two case studies of successful viral marketing campaigns, one for Ocean Park that promoted a Halloween event and one for the Vocational Training Council that promoted educational courses. Both campaigns saw high engagement metrics like hundreds of thousands of video views. The seminar then covers principles for achieving viral success, including creating content that raises awareness in social media, generates interest in the content, inspires desire to participate, and encourages sharing on social profiles. Netizen comments are also presented.

1. DIGITAL MARKETING EXCELLENCE SEMINAR
THE POWER OF VIRAL IN DIGITAL MARKETING
31, May 2012

2. DIGITAL MARKETING EXCELLENCE SEMINAR
THE POWER OF VIRAL IN DIGITAL MARKETING
31, May 2012
Presented by:
Willy Lai (Business Director)
Facebook® Preferred Marketing Developer (PMD)
by the PMD Program in Apps

3. AWARD WINNING CASE
Ocean Park Halloween Bash 2009
• Hong Kong ICT Awards 2009 - Best
Digital Media marketing Campaign
Gold Award
• Ming Pao 2011 E-trend Award
VTC Dreamsbond Viral Video Campaign
• Hong Kong ICT Awards 2011- Best
Digital Media marketing Campaign
Silver Award

4. PAID MEDIA

5. PAID MEDIA

6. VIRAL CAMPAIGN
SHOWCASE: VOCATIONAL TRAINING COUNCIL
Silver Award
2011 Best Digital Media
marketing Campaign
Hong Kong ICT Awards
• Promote VTC courses to prospective students by 10 highly
Client ranked viral videos on YouTube
Vocational Training Council • Followed by an interactive personalized video (pVideo)
Project
Dreamsbond
Link
1,000,000+ 9,000+ 1,900+
Views Facebook fans Youtube
http://www.pvideo.com.hk/vtc/index_hk.php
http://www.youtube.com/user/FTorres1981 subscribers

7. VIRAL CAMPAIGN
SHOWCASE: VOCATIONAL TRAINING COUNCIL
Silver Award
2011 Best Digital Media
marketing Campaign
Hong Kong ICT Awards
• Promote VTC courses to prospective students by 10 highly
Client ranked viral videos on YouTube
Vocational Training Council • Followed by an interactive personalized video (pVideo)
Project
Dreamsbond
Link
1,000,000+ 9,000+ 1,900+
Views Facebook fans Youtube
http://www.pvideo.com.hk/vtc/index_hk.php
http://www.youtube.com/user/FTorres1981 subscribers

8. VIRAL CAMPAIGN
SHOWCASE: OCEAN PARK
Gold Award
2009 Best Digital Media
marketing Campaign
Hong Kong ICT Awards
• A pVideo campaign to promote Ocean Park Halloween Bash
Client 2009
Ocean Park • Enrich Ocean Park’s existing customer database by promotion
Project via eDM, pVideo and pURL
Ocean Park Halloween Bash 2009
Link
470,000+ 58%+ 20%+
Views on Open rate Click-through rate
http://www.pvideo.com.hk/oceanpark/
Personalised video

9. VIRAL CAMPAIGN
SHOWCASE: OCEAN PARK
Gold Award
2009 Best Digital Media
marketing Campaign
Hong Kong ICT Awards
• A pVideo campaign to promote Ocean Park Halloween Bash
Client 2009
Ocean Park • Enrich Ocean Park’s existing customer database by promotion
Project via eDM, pVideo and pURL
Ocean Park Halloween Bash 2009
Link
470,000+ 58%+ 20%+
Views on Open rate Click-through rate
http://www.pvideo.com.hk/oceanpark/
Personalised video

12. AIDS

13. We uphold our philosophy and believe in

14. We uphold our philosophy and believe in
“A” “I” “D” “S”
Aware Interest Desire Share
in Social Media in Your Content to Participate to Social Profile

20. “A”
Aware
in Social Media

22. “I”
Interest
in Your Content

24. “D”
Desire
to particpate

26. “D”
Desire
to particpate

28. “S”
Share
to Social Profile

29. NETIZEN’S COMMENT

30. NETIZEN’S COMMENT

50. AIDS

51. PERSONALISATION

55. THE FIRST “SOCIAL” SERIES IN THE WORLD

56. THE FIRST “SOCIAL” SERIES IN THE WORLD

57. FACEBOOK OPEN GRAPH

58. THE END
Thank You