![Tips: Eye Catching Title You have to catch their attention quickly Use the CopyBlogger formula Who Else Wants [blank]? The Secret of [blank] Little Known Ways to [blank] Get Rid of [problem] Once and For All Here’s a Quick Way to [solve a problem] Here is a Method That is Helping [blank] to [blank] Now You Can Have [something desirable] [great circumstance] [Do something] like [world-class example] Have a [or] Build a [blank] You Can Be Proud Of What Everybody Ought to Know About [blank]](https://image.slidesharecdn.com/sessjtraininglaycockviral-090416123054-phpapp02/85/SESSJ-Training-Laycock-Viral-24-320.jpg)
![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](https://image.slidesharecdn.com/sessjtraininglaycockviral-090416123054-phpapp02/85/SESSJ-Training-Laycock-Viral-62-320.jpg)
![That’s all she spoke… [email_address] http://www.searchengineguide.com](https://image.slidesharecdn.com/sessjtraininglaycockviral-090416123054-phpapp02/85/SESSJ-Training-Laycock-Viral-86-320.jpg)
Uploaded byJennifer Laycock
SESSJ Training Laycock Viral
The document provides a comprehensive overview of viral marketing strategies, emphasizing the importance of creating ideas that resonate with audiences and are easily spreadable. It discusses various campaign types, the role of social media, and the significance of influencers while highlighting successful examples. Additionally, it offers practical tips on brainstorming and executing viral marketing ideas.
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SESSJ Training Laycock Viral
- 1. Igniting Viral CampaignsHow to Create Ideas That Spread
- 2. What is ViralMarketing?
- 3.
- 4.
- 5. The Problem withAdvertising More and more and MORE money…
- 6. The Beauty ofViral Marketing Riding the wave on a few bucks…
- 7.
- 8. The Customer ReactionBenefit Kim said it was the best movie she’s seen all year…
- 9. Before You EvenThink About It…
- 10. A Word ofWarning on Scalability Be prepared for rapid growth…
- 11. Pitfalls: Measurement ChallengesSubservient Chicken
- 12. Why Do YouNeed Viral?
- 13. Ask Yourself… Ideasspread because they matter to the spreader…
- 14. If You OnlyLearn One Thing… Keep your eyes peeled….
- 15. The Trouble withCommunication
- 16. Embrace Simplicty… What’sthe selling point?
- 17. Deliver the Unexpected…17% sales increase… Safe happens.
- 18. Be Concrete… Colorful…Journey
- 19.
- 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.”
- 22. Where to Start?The News Delta Breastfeeding Mishap PR Team hoped to sweep it under the rug Word spread quickly online Apologies are delayed Moms unite online via blogs, forums, email Loads of Press 750 stories on Google News 36 “Nurse-in’s” with more than 800 moms National media storm
- 23. Finding Patterns inthe News If moms talk about the bad, they also talk about the good… What products to buy Where to go on vacation What doctor/nanny/preschool Where to go on dates The list goes on and on…. Do you sell to that “Mommy brigade group?” Request reviews by popular bloggers Can you find a similar phenomenon and take advantage? Phil & Ted’s e3 Stroller $469
- 24. Tips: Eye CatchingTitle You have to catch their attention quickly Use the CopyBlogger formula Who Else Wants [blank]? The Secret of [blank] Little Known Ways to [blank] Get Rid of [problem] Once and For All Here’s a Quick Way to [solve a problem] Here is a Method That is Helping [blank] to [blank] Now You Can Have [something desirable] [great circumstance] [Do something] like [world-class example] Have a [or] Build a [blank] You Can Be Proud Of What Everybody Ought to Know About [blank]
- 25. Tips: Eye CatchingExamples See it in action… Original “ Diggified”
- 26. Tips: Make itSpreadable
- 27.
- 28. Tips: Leverage ExistingNetworks 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 adspace without buying an ad Inexpensive and travel virally
- 30. Tips: Market theUnexpected 2,150 cups of chocolate pudding = 1,215,000 miles Healthy Choice Offer Pudding at 25 cents More than 60 cases $3000 - $815 to charity What it equaled 31 trips to Europe 42 trips to Hawaii 50 trips in the U.S. Healthy Choices honored it Makes international news Internet urban legend Punch Drunk Love
- 31. Tips: Capitalize onOther’s Failures
- 32. Tips: Build andTap Community
- 33. Campaign Types: HumorHow it works: Create something funny
- 34.
- 35. Campaign Types: AttackHow it works: Throw a punch
- 36. Attack Example I’ma Mac / I’m a PC Carefully walks the line Cool, hip Mac user Middle aged PC durfwad Why Mac is better… Fourth Quarter 2006 Shipped 1.6 million Macs $4.84 billion in revenue
- 37. Campaign Types: FearHow it Works: Fear is a motivator
- 38. Fear Example BlairWitch Project Marketing budget < $50K Web site $15K Took it to the web: Started buzz in college forums Interactive web site Sci-Fi documentary Results: 75 million visits Opened in 27 theatres $284 million
- 39. Campaign Types: BreakingNews How it works: Have it First, Say it Best
- 40.
- 41. Campaign Types: DebateHow it works: Offer a friendly challenge
- 42. Debate Viral MarketingExample The Pepsi Challenge… Pepsi vs. Coke Ending the age old “they’re the same” argument Tests in public locations Did it work? Side by side…Pepsi outsells
- 43. Campaign Types: Bea Resources How it Works: Educate and Inform
- 44.
- 45. Campaign Types: FreebiesHow it Works: Give it Away
- 46. Case Studies: StormhoekFreebies Example 2005: 40K cases a year 2007: 40K cases a WEEK May 2005: Doubled sales that year Dinners
- 47. Campaign Types: EgoHow it Works: Make it personal
- 48. Ego Viral ExampleDove Ad – Evolution Real Women ad campaign Results One of the most popular YouTube videos UK revenues up 700% Sparks spoofs
- 49. What is SocialMedia? Technology that allows people to share opinions on the web
- 50. Social Media isEssential in Recession
- 51. Understanding Trust 83%trust friends 50% trust strangers Source: Forrester Research
- 52. Social Media Launchpoint:Flickr Which Impacts You More? “ Of all of our inventions for mass communication, pictures still speak the most universally understood language.” - Walt Disney
- 53. Flickr – AnEngaged Community
- 54. Flickr – Linksthat Deliver
- 55. So Many Reasonsto Love Flickr… Learn the tools… http://www.quickonlinetips.com/archives/2005/03/great-flickr-tools-collection/
- 56. Social Media LaunchPoint: Twitter
- 57. Twitter – CreateYour Listening Board
- 58. Twitter as aNews Source…
- 59. The Power ofthe ReTweet
- 60. So Many Reasonsto Love Twitter… Learn the ropes… “ From Twits to Tweeple” a Five Part Series at Search Engine Guide
- 61. Social Media LaunchPoint: YouTube
- 62. YouTube, Great ona 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 Reasonsto Love YouTube…
- 64. Social Media LaunchPoint - Networks
- 65. Leverage Them Properly…Let people become your friends
- 66. So Many Thingsto Love about Social Networks
- 67.
- 68. Warning: The Problemwith Social Media
- 69. Why Bloggers areEssential 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 GiveInsight
- 71. Follow My List…AvoidThis Problem Johnson & Johnson invites 50 mom bloggers to “Camp Baby”
- 72. A Note AboutGender… 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 totreat 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.
- 75.
- 76.
- 77. Be Aware! EthicalBlog Pitches No false information Full disclosure Respect blogger boundaries Thou shalt not lie It’s all about the children 6. Do not manipulate income 7. No automated posting 8. Disclose compensation 9. Products do not obligate 10. Bloggers should disclose
- 78.
- 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.
- 82. Brainstorming the Idea…Figuring out the cost… Slides: $110 Music: $38 Total Cost: $148 Total Time: 18 hours
- 83. Building the PitchList…
- 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 intoAction… 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 shespoke… [email_address] http://www.searchengineguide.com