Basic concepts, strategies and examples for word-of-mouth (primarily through digital methods) and viral marketing.

1. TONIGHT’S FIRST QUESTION
WHAT IS THE MOST IMPORTANT
FACTOR IN SOMETHING
“GOING VIRAL”?
...
PREPARE TO DISCUSS

2. OUR GOAL, ONCE AGAIN...
IDENTIFY, UNDERSTAND +
COLLABORATIVELY CREATE
A SEGMENT OF INDIVIDUAL + SOCIAL
NEEDS, WANTS, WISHES AND DESIRES.

3. OUR GOAL, SIMPLIFIED
D: DISCOVER PROSPECTS
U: UNDERSTAND NEEDS
M: MAKE A COMMUNITY
M: MEET THEIR NEEDS
Y: YOU WIN

4. PRESENTING KATE WHATLEY
WORD OF MOUTH
MARKETING

5. WAYS TO EARN CONVERSATION
+ GR8 PRODUCT OR SERVICE
+ GR8 CUSTOMER SERVICE
+ INTERESTING/DIFFERENT
PRODUCT

6. ORGANIC VS. AMPLIFIED

7. RULES
+ BE INTERESTING
+ MAKE IT EASY
+ MAKE PEOPLE HAPPY
+ EARN TRUST + RESPECT

8. REASONS PEOPLE TALK
+ YOU
+ ME
+ US

9. HOW TO STOP WOM
+ PRIZES + REWARDS
+ OVER-EXPOSURE

10. 5 “T’S” OF PLANNED WOM
+ TALKERS
+ TOPICS
+ TOOLS
+ TAKING PART
+ TRACKING

11. WOM ETHICS
+ HONESTY OF RELATIONSHIP
+ HONESTY OF OPINION
+ HONESTY OF IDENTITY

12. WOM TODAY
+ POWER OF CONSUMERS
+ WHAT YOU DO
(NOT WHAT YOU SAY)
+ PERMANENT RECORD
+ MORE HONEST MARKETING
+ EVERYTHING’S AMPLIFIED
+ EFFECTIVENESS

13. WOM VS. VIRAL

14. VIRAL VIA MALCOLM GLADWELL
STICKY MESSAGE
+
CONNECTORS, MAVENS +
SALESMEN
+
CONTEXT

15. VIRAL VIA MALCOLM GLADWELL
STICKY =
A SUBTLE BUT SIGNIFICANT
CHANGE IN PRESENTATION

16. VIRAL VIA MALCOLM GLADWELL
MAVEN - CONSUMER
WATCHDOG
CONNECTOR - SERIAL FRIEND
SALESMAN - RELATABLE

17. VIRAL VIA MALCOLM GLADWELL
CONTEXT...
+ MONKS CAN BE MEAN
+ BROKEN WINDOWS = WAR

18. VIRAL VIA SETH GODIN
SNEEZERS
HIVE
VELOCITY
VECTOR
MEDIUM
SMOOTHNESS
PERSISTENCE
AMPLIFIER

19. VIRAL VIA DAN ZARRELLA
NOVELTY
SIMPLICITY
SOCIAL PROOF
UTILITY
COMMUNAL RECREATION
INCENTIVE

20. VIRAL VIA DAN ZARRELLA
+ DEFINE GOALS AND TARGET
+ RESEARCH SUCCESSES + INFLUENCERS
+ BRAINSTORM MULTIPLE IDEAS
+ CHECK FOR INGREDIENTS
+ CREATE CAMPAIGNS AND TEST
+ SEED IN AS MANY PLACES AS SENSIBLE
+ MONITOR ANALYTICS OF CAMPAIGN
+ LEARN FROM DATA

21. EXAMPLES

22. VIRAL VIA DAN ZARRELLA
NOVELTY
SIMPLICITY
SOCIAL PROOF
UTILITY
COMMUNAL RECREATION
INCENTIVE

23. EXAMPLES

24. VIRAL VIA DAN ZARRELLA
NOVELTY
SIMPLICITY
SOCIAL PROOF
UTILITY
COMMUNAL RECREATION
INCENTIVE

25. EXAMPLES

26. VIRAL VIA DAN ZARRELLA
NOVELTY
SIMPLICITY
SOCIAL PROOF
UTILITY
COMMUNAL RECREATION
INCENTIVE

27. EXAMPLES

28. VIRAL VIA DAN ZARRELLA
NOVELTY
SIMPLICITY
SOCIAL PROOF
UTILITY
COMMUNAL RECREATION
INCENTIVE

29. EXAMPLES

30. VIRAL VIA DAN ZARRELLA
NOVELTY
SIMPLICITY
SOCIAL PROOF
UTILITY
COMMUNAL RECREATION
INCENTIVE

31. EXAMPLES