More Related Content Similar to Viral Marketing – A Way to Consumer Engagement Similar to Viral Marketing – A Way to Consumer Engagement (20) 5. Our operation in short
• International operation
• Global reach, but EMEA focused
• Offices and representatives in:
• Copenhagen, Stockholm, Hamburg, London, Moscow, Milan, Tokyo
• 40 employees
• 45 seeders
• 8.000+ connection points
• 150+ viral campaigns
• Key Clients:
• Nokia, Sony, Opel, CocaCola, Sony Ericsson, Goodyear, Nissan, LEGO, Tuborg,
PlayStation, Xerox, Campari, MTV, Calvin Klein, 3.
© GoViral 2006
• Seeding partner for:
• Media agencies: OMD, PHD, UM, Mediacom, Mindshare, MEC, Carat, etc.
• Creative agencies: Weiden + Kennedy, BBH, 180, TBWA, Naked, Leagas Delaney, etc.
6. Recent cases
Client: Nissan Client: Opel Client: Goodyear Inc.
Ad agency: TBWA, London Ad agency: Delaney, London Ad agency: Leagas Delaney, London
Media Agency: OMD, Paris Media Agency: UM, Frankfurt Media Agency: Mediacom
Launched: 10-2006 Launched: 07-2006 Launched: 03-2006
Markets: 15 European Markets Markets: 12 European Markets Markets: 5 European Markets
Target: Min. 1,379,997 views Target: Min. 800,000 views Target: Min. 700,000 views
Activity: Pre-launch activity Activity: Pre-launch activity Activity: Full
Objective: Raise Awareness thru Objective: Raise Awareness Objective: Raise Awareness
engagement with viral material thru engagement with viral material thru engagement with viral material
YTD: 13,978,694 views YTD: 1.410.651 views YTD: 9.338.341 views
YTD reach/target: 1013% YTD reach/target: 175% YTD reach/target: 1335%
Client: The Coca Cola Company Client: Sony, Italia Client: Lego Company
Agency: Saatchi & Saatchi Ad agency: Ebola Ad agency: Advance
Media Agency: IUM, Nordic Media Agency: OMD, Italy Media Agency: n/a
Launched: 09-2006 Launched: 08-2006 Launched: 06-2006
Markets: 3 European Markets Markets: 1 European Markets Markets: 6 European Markets
Target: Min. 250,000 views Target: Min. 130.000 views Target: Min. 550,000 views
Activity: Full Activity: Pre-launch activity Activity: Pre-launch activity
Objective: Raise Awareness Objective: Raise Awareness Objective: Raise Awareness
thru engagement with viral material thru engagement with viral material thru engagement with viral material
YTD: 2.942.349views YTD: 534.044 views YTD: 2.239.619 views
YTD reach/target: 1075% YTD reach/target: 410% YTD reach/target: 407%
8. Brand Relations
• We were used to think of brands as coming from
pure commodity moving into experiences > Now it
is also a matter of relations.
• Brands are facing the challenge to become your
friend.
• To do this brands needs to become transparent,
to let go of control and deliver another type
commitment and play along other lines.
• Youtube has shown a massive uptake during the
past 12 month and now has more than 100 million
video views per day
Over 84.000 users has added
Toyota´s Yaris to their friend profile
© GoViral 2006
on myspace
9. Conversational Advertising
• Brands no longer have univocal access via
advertising and promotion as traditional
advertising increasingly is considered
invasive and uninspiring.
• The 30-second TV spots efficiency is loosing
impact and the online world is increasingly
becoming an arena of choice for advertisers
• In the online world advertising efficiency is
about creating engagement & pull. It is Viral Performance
good content
bad content
about delivering content which is connecting
people.
45000
40000
35000
30000
Views
25000
20000
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10000
5000
0
1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 67 70 73 76 79 82 85 88 91 94
Days
© GoViral 2006
By 2010, traditional TV advertising will be one-third as effective as it
was in 1990, according to a study from McKinsey & Co.
10. Viral is cost-effective
Benchmark Study
• Study conducted with
Universal McCann to
benchmark the effectiveness
• Campaign evaluated with
streaming banner and
seeding (identical
budget/material)
• Seeding 14 times more
effective
© GoViral 2006
11. Viral can drive “Engagement”
It frames the future of connections between customers and brands,
because:
It better defines effective communication with (not to) customers
© GoViral 2006
It seek to exploit pre-existing Social Networks
It involves people in the distribution i.e. they will pass on and share
interesting; useful or entertaining content.
12. Viral marketing is a trading game
The price for
engagement is
good content.
© GoViral 2006
13. “The 4 viral cornerstones”
What will your consumers do for you
Filter
Create/comment
Advocate
© GoViral 2006
Distribute
18. The “activation approach”
Targeting
People think that creating a good viral campaign is “just” about putting
some good content on YouTube. In reality it’s about identifying the
“right” influencers. Influencers spend their time on much more “narrow”
sites, where they gather around interest. In our experience it’s much
stronger to activate people in these environments, where they have a
natural interest in the subject matter.
From Broadcasting to Narrowcasting.
Identifying environments
Seeding is done at a number of connection points, sites that have a track
record in strong viral spread and a high number of relevant users. To gain
momentum in a Viral campaign it is critical to seed at an adequate number
of connection points, which means that we will seed the content on 100s of
sites instead of a few big sites, where the content will disappear in the
clutter.
From Reach to Relevance.
Activate the influencers
With the right influencers on board, and with relevant content, they will
© GoViral 2006
spread this campaign helping us making it a “true” viral campaign.
From Awareness to Engagement.
19. Online Contextual vs. Commercial
Online Marketing
Traditional: Advertisers
buy banner ad on a “cool”
site
Effect: Low response and
click thru
VM: Advertisers seed a
campaign and it get’s
promoted on “cool” sites,
because it fits the profile
Effect: Involvement and
engagement with the
campaign material and
raised awareness
Contextual Commercial
© GoViral 2006
20. Connection points
A connection point is a site on the Internet within a relevant context most
importantly. Secondary with high measurable traffic and a proven and measured
high viral spread factor.
The type of sites can vary a great deal from case to case and can be
entertainment sites, video sites, blogs, newsgroups, special interest forums, fan
sites.
Traditional media / broadcasting Viral marketing
Most important; behind all sites there’s a webmaster or a site owner. In most
cases we have to convince this person about the relevance and legitimacy of the
content in order to get the right placement and coverage.
© GoViral 2006
A site with a high traffic isn’t equal with a high viral spread factor. Most
important is that the content is placed in the right context in order for people
discover relevance to spread it.
21. Activity Summary
Phase Contextual Non-commercial Commercial
Target Influencers Early Adopters Masses
Timing Week 1-2 Week 3-6 Week 7-10
Activities Seeding on 20-30 Seeding on 70-80 Buying space on 5-10
© GoViral 2006
connectionpoints connectionpoints entertainment sites
23. Campaign Strategy
Activity
Lesson’s learned from traditional media:
i.) Awareness is build over time
ii.) Frequency, reach and exposure is key
iii.) Continuity is important, if you want to
keep awareness levels high between
campaigns
Lesson’s applied to Viral Marketing: Time
i.) Secure the right “ambassadors” early in Activity
the campaign, as they will quadruple the
effect later in the campaign
ii.) Make sure that the media support is
sufficient to create the right momentum
iii.) Plan more than one “burst”, if you want
to reach a broad number people and to
keep the awareness levels high
© GoViral 2006
Time
24. “Standard” Seeding
Activity
“Standard” seeding
Type: Pre-launch activities
Campaign peak Pattern: Early peak and long tail
Objective: Buzz/Awareness
Time
© GoViral 2006
The long tail =
Active seeding on sites ongoing views
25. Seeding example: Sprite
Campaign “Sprite Zero”
Campaign: Seeding of 1 video clip
Target: Nordic
Pattern: 1 big burst
Objective: Generate awareness pre the
ABL-campaign
© GoViral 2006
Campaign Results
1 peak with approx. 90,000 daily views
An early tail (3 weeks into the campaign at 40,000 daily views falling to around 20,000)
26. Campaign Results - Sprite
Campaign Results
Target: 300,000 views
2,6 million views in 4 months (still going)
Sprite’s CPV: 0.06 Euro
© GoViral 2006
27. “Burst” Seeding
“Burst” seeding
Activity
Type: Pre-launch activities +
ongoing campaign support
Pattern: Several peaks and higher
Campaign peaks level of tail (base level)
Objective: Buzz/Awareness
Time
The long tail =
© GoViral 2006
ongoing views
Active seeding on sites
(base level)
28. Burst Example: Goodyear
Campaign “Run on Flat”
Campaign: Seeing of 3 video clips
Target: UK, DE, FR, DK, SE
Pattern: 2 big burst + 1 small
Objective: Generate awareness pre the
ABL-campaign
Campaign Results
© GoViral 2006
2 peaks with approx. 160,000 daily views/1 peak with approx. 100,000 daily views
A long tail with a daily average of more than 40,000 views after primary campaign period
29. Campaign Results - Goodyear
Campaign Results
Target: 700,000 views
9.3 million views in 11 months (still going)
1.28 million views in the UK
Goodyear’s CPV: 0.008 Euro
© GoViral 2006
32. Quality of content
good content
Viral Performance bad content
45000
40000
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Views
25000
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15000
10000
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0
1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 67 70 73 76 79 82 85 88 91 94
Days
© GoViral 2006
33. Viral ScoreCard
No. Evaluation Criteria Score (1-5)
1. Outstanding story X
- It's got to be funny, provocative, irreverent, subversive, or deranged
to get attention
2. Stickyness X
- It must be fresh; something the user hasn't seen before or it need to
do it better
3. Relevance X
- Great viral campaigns aren't overt product pitches. The association
need to be subtle...it needs to be entertaining.
4. Portability X
- The execution needs to be done in a format that makes sense to
shareonline with your social netwok
5. Shareability X
- Humans are natual story tellers, so they will share and create
conversatons, when the material is right
6. Timing/Actuality X
- Pop culture references must be timely; pop culture has a short
lifespan thus must be used with utmost care in order not to be rejected
7. Seeding hook X
- The "pay-off" must come quickly; time is at a premium and
© GoViral 2006
consumers don’t want to waste other peoples time
Total score XX
34. Assessment of material
35
Assessment
Hot...
• Scoring all material with 1-5 on the 7
Great content! criteria and accept or reject material
based on the Total score
25
Scoring thresholds
• A score below 15 indicates that the
Warmer.. material does not have any Viral DNA
Mediocre content! and should be rejected, as it will NOT
go viral.
• A score between 15-25 indicates that
15
the material might have some potential,
but it needs to be investigated further,
as it’s not a strong viral piece
• A score above 25 indicates that the
Cold... material is really good and that we have
Bad content! a really good chance of creating a
“truly” viral campaign
© GoViral 2006
0
Viral Thermometer
36. Client: Nissan
Ad agency: TBWA, London
Media agency: OMD Europe
Markets: 15 European Markets
Target: Min. 1,390,000 million views
Activity: Pre-launch activity
Objective: Raise Awareness thru engagement with the viral material
Approach: Cut-through branded entertainment “The Qashqai Universe”
Elements: 10 official “website clips” + 4 conversation clips
© GoViral 2006
38. Qashqai Case
Handraisers:
+50.000
Trials:
+1.000
Views:
14 mill. Traditional launch all markets
150.000 visitors
Pre-launch
© GoViral 2006
500.000 visitors on the product-site
41. Viral Activation
1. Planning 2. Geo Assessment 3. ‘Connection Points’
Viral communication platform, creative review, Commercial material is sent out to seeders, Material is put on popular connection points
media plan, communication / technical set up. along with viral hooks, angles, and other that are relevant and viral-friendly.
info.
4. Spread 5. Tracking 6. Growth
Large scale spread. The spread is tracked real time and displayed Consumer engagement can be enhanced by
© GoViral 2006
From site to site and from person to person. on Goviral’s online tracking system. adding Conversation triggers to the campaign.
.
42. Tracking
Requirements Dispersion Report Overall Activity Report
C
X,Y,%
GoViral / AC Nielsen.
Pre and Post test of potential
before launch and actual effect
subsequently. Represented in
20 markets with category
benchmarking on brand
awareness, brand liking. 120%
Viralens påvirkning Mærkeopfattelse
100% 5% 5% 5%
10%
5%
© GoViral 2006
10%
15%
10%
80% 20%
20%
25%
30%
60%
40%
40%
40% 35%
30%
20%
30%
25%
20% 20%
0%
Erindrer at have set viralen Erindrer ikke at have set viralen Erindrer at have set viralen Erindrer ikke at have set viralen
Meget positiv Positiv Hverken eller Negativ Meget negativ
