Viral marketing refers to marketing techniques that use pre-existing social networks to spread awareness of a brand or product through self-replicating viral processes like the spread of viruses. It uses things like video clips, games, images, or text messages that people want to share with their social networks. The document discusses how viral marketing has evolved from using video repositories to content distribution across platforms like social media. It provides an example of how marketing an engagement metric was made viral through seeding it on social networks and blogs to generate interest before revealing its true source.

1. VIRAL
MARKETING
Roma 11 Marzo 2010

2. Viral marketing
From Wikipedia, the free encyclopedia
The buzzwords viral marketing and viral advertising refer to
marketing techniques that use pre-existing social
networks to produce increases in brand awareness or to
achieve other marketing objectives (such as product sales) through
self-replicating viral processes, analogous to the spread of
pathological and computer viruses. It can be word-of-
mouth delivered or enhanced by the network effects of the Internet.
[1] Viral promotions may take the form of video clips, interactive
Flash games, advergames, ebooks, brandable software, images, or
even text messages.
Revision as of 20:46, 30 July 2007
Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to
produce increases in brand awareness, through self-replicating viral processes, analogous to the spread of
pathological and computer viruses........ The term "viral marketing" is also sometimes used pejoratively, to refer
to stealth marketing campaigns[4]--the use of varied kinds of astroturfing both online and offline [5] to create
the impression of spontaneous word of mouth enthusiasm.

3. Se cʼè qualcosa che si diffonde alla
stessa velocità di un virus è la
paura del virus stesso !!!!
trend italia
Lʼandamento delle ricerche [Google] sul virus H1N1 durante gli ultimi 12 mesi

4. is it hot ?
gli strumenti
viral marketing
le piattaforme
social media marketing

5. Come pianificare una campagna
Ciclo di vita di una campagna Social / Viral / 2.0
Viral-
Seo Effect
Buzz-PR Conversation
ENGAGEMENT
A
RESPONSE
B
Launch
Ghosts of Google
A Response generato da Buzz, dall’attrattività del brand, da azioni viral adhoc
B Engagement genuino dovuto ad interazioni reali con il prodotto/servizio

6. Dove distribuire una campagna
prima ...
Video Repository
oggi ...
Content Distribution

7. Alcuni dati su Facebook
Facebook users are sharing five billion pieces of content a week, or
five times as much as they were in July.
Facebook users are also posting 60 million status updates a day or
50% more than they were in September.
However, the overall percentage of Facebook’s user base posting status
updates has actually fallen with 35 of the 400 million users publishing
these per day.
New photo uploads are at 3 billion per month, up from 1 billion in July.
There are 3.5 million new events created each month.
Pages have also seen dramatic growth, with 3.2 million of pages.
A lot of that growth has come from local businesses, which accounted
for 800,000 of those new pages.
Twenty million people become fans of Facebook Pages each day, or
up more than twofold since July.

8. Un caso concreto
Sindrome da Calzolaio

9. Progetto
Lancio di una nuova metrica sulla misurazione
dellʼengagement sui Social Media.
Engagement Rate (TM)
Interessante innovativa ma poco
accattivante, proveniente da una
agenzia giovane, poco conosciuta ed in teoria riservata ad
un pubblico di addetti ai lavori.
Come renderla Virale ?

10. La Viral strategy :|
Cosa fare, non potendo aggiungere elementi
crossmediali, sexy, splatter, fanny, shock, misteriosi, di
?
sorpresa, teaser etc etc

11. La Viral strategy :|
- farla passare come una ricerca proveniente dagli US
- farla passare come una ricerca proveniente da una
agenzia americana
- effettuare azioni di pr-online/seeding sui SN e su
alcuni “Guruʼs Blog” americani
- rivelare che si tratta di una agenzia italiana
- rivelare la metodologia
- effettuare una successiva azione di pr offline

12. Alcuni risultati quantitativi
- quasi 8.000 views su Slideshare
- quasi 2.000 nuove entries su Google
- un Engagement Rate di 7.6 % [583 positive interactions]
- embeddata spontaneamente oltre 40 volte
- traffico da embed > 800
- quasi 500 download
- posizionamento al top
- (5 volte) hot on facebook

13. Il trend Viral-Buzz- Seo Effect
Conversation
PR
ENGAGEMENT
A B
RESPONSE
Launch
Ghosts of Google
Response goes UP
driven by Pr online, seeding, ...
Engagement goes UP
driven by Real conversations
.....
Revamp generato da
attività ad hoc Revamp generato da
attività ad hoc
.....

14. ... la più grande soddisfazione

15. Thank you! Gianluca Arnesano
Managing Director
gianluca@frozenfrogs.it