From SES San Jose training in August ’08. Four hour presentation covering the basic theory of viral marketing, examples of successful and unsuccessful viral campaigns and the brainstorming plans to put together a viral campaign.

1. Igniting Viral Campaigns How to Create Ideas That Spread

2. What is Viral Marketing?

3. How Marketers Communicate

4. How People Communicate

5. The Problem with Advertising More and more and MORE money…

6. The Beauty of Viral Marketing Riding the wave on a few bucks…

7. Why Viral?

8. The Customer Reaction Benefit Kim said it was the best movie she’s seen all year…

9. Before You Even Think About It…

12. Why Do You Need Viral?

13. Ask Yourself… Ideas spread because they matter to the spreader…

14. If You Only Learn One Thing… Keep your eyes peeled….

15. The Trouble with Communication

16. Embrace Simplicty… What’s the selling point?

17. Deliver the Unexpected… 17% sales increase… Safe happens.

18. Be Concrete… Colorful… Journey

19. Carry Credibility…

20. Tap into Emotions… $1.14 $2.38 or

21. Tell a Story… “… just because everyone knows life can change in an instant, it doesn't mean they want to talk about it.”

26. Tips: Make it Spreadable

27. Tips: Exploit Motivators

28. Tips: Leverage Existing Networks 8-12 immediate influences Dozens, hundreds of secondary Topical Blogs Forums Email lists Social networks Who reaches people? Who do people trust?

29. Tips: Get ad space without buying an ad Inexpensive and travel virally

31. Tips: Capitalize on Other’s Failures

32. Tips: Build and Tap Community

34. Humor Example

40. Breaking News Example

44. Resource Example

50. Social Media is Essential in Recession

51. Understanding Trust 83% trust friends 50% trust strangers Source: Forrester Research

53. Flickr – An Engaged Community

54. Flickr – Links that Deliver

56. Social Media Launch Point: Twitter

57. Twitter – Create Your Listening Board

58. Twitter as a News Source…

59. The Power of the ReTweet

61. Social Media Launch Point: YouTube

62. YouTube, Great on a Budget “ Tom [Dickson] likes to run non-standard things through our blenders in the demo room to test out their strength. One day I wandered in to the demo room and saw sawdust on the floor. Tom was testing out the blenders again, this time it was a 2 x 2 jammed into the blender to see if he could destroy the blender or the 2 x 2. “ -George Write, Marketing Director First five videos cost roughly $100 The Today Show, iVillage, Newsweek, Playboy, NY Times Online sales quadrupled. $400

63. So Many Reasons to Love YouTube…

64. Social Media Launch Point - Networks

65. Leverage Them Properly… Let people become your friends

66. So Many Things to Love about Social Networks

67. The Value Triangle

68. Warning: The Problem with Social Media

69. Why Bloggers are Essential to Marketing People Don’t Trust Ads People Trust Friends People Trust Strangers The Web Connects Everyone has a Voice Niches Flourish

70. People’s Conversations Give Insight

71. Follow My List…Avoid This Problem Johnson & Johnson invites 50 mom bloggers to “Camp Baby”

72. A Note About Gender… Women are three times more likely to share personal stories with a friend than men. But wait a minute…. Women guard their contacts Allow them to retain full control of the message or discount…

73. How NOT to treat bloggers… Flight delays cause person to miss vacation. Terrible customer service “ Please respond, Pasquale, but we owe him nothing as far as I'm concerned. Let him tell the world how bad we are. He's never flown us before anyway and will be back when we save him a penny. “ "We wouldn't respond to a blog post. This goes back to the larger question of the veracity of everything you read on Internet blogs. Our customer service is great."

74. Planting the Seeds

75. Identifying Influencers

76. Pitching Checklist

78. Brainstorming the Idea…

79. Brainstorming the Idea… Going with a video… More likely to be watched than a PR Easily spreadable via YouTube Video & music show personality But what type of video?

80. Brainstorming the Idea… Figuring out the details… Taken in a single streaming shot Gets across all selling points No need for editing or directing Buy audio ( http://www.audiosparx.com/)

81. Brainstorming the Idea…

82. Brainstorming the Idea… Figuring out the cost… Slides: $110 Music: $38 Total Cost: $148 Total Time: 18 hours

83. Building the Pitch List…

84. Brainstorming the Idea… The results… Coverage on tons of blogs: >400K RSS Great example of what we can teach 30% of attendees influenced by video Payoff? Most definitely!

85. Putting it into Action… Your Next Steps… Pass out your brainstorming sheets Gather thoughts independently Meet as a group, check off possibilities Create your idea Build your pitch list Start the ball rolling

86. That’s all she spoke… [email_address] http://www.searchengineguide.com