Viral marketing depends on a high pass-along rate from person to person. If a large percentage of recipients forward something to a large number of friends, business partners or acquaintances, the overall growth and business opportunities snowballs very quickly.
In our web 2.0 world, the business landscape has changed. Consumers refuse to be interrupted anymore - demanding that brands engage with them.
People do business with people they like, know, and trust. By utilizing the social media tools available to all of us, businesses can become human. By creating valuable content and engaging with customers where they are, businesses are creating real relationships, resulting in real trust.
This presentation offers a high-level overview to where we've been, where we are, and we're we are going in social media. It gives simple-to-follow steps to start implementing social media into a business. It's not comprehensive, but can help a business take that first step.
Content developed by Jon Thomas and M80 (m80im.com). Presentation designed by Jon Thomas at Presentation Advisors (www.presentationadvisors.com).
Our crackerjack staff reviewed a bunch of mobile marketing campaigns over the past few years and we picked 50 of what we thought were the best. We chose innovative campaigns that used mobile advertising, SMS, QR Codes, Mobile Apps and Mobile Commerce from companies including Starbucks, Macy’s, Target, O2, RedBox, McDonald’s and a couple of our own. We salute these companies for their ingenuity and hard work in creating these campaign that delight and inform us as mobile consumers. Stay tuned for next year’s picks.
The Future of Marketing, Advertising, and Branded EntertainmentDeep Focus
Ian Schafer's presentation on the future of marketing, advertising, and branded entertainment at The Next Big Idea Conference in Los Angeles on 10/30/07.
9 Things I've Learned About Content While Running A Content AgencyThe Story Lab
Having helped many brands steer their way through the often confusing world of content marketing, I've noticed some common themes, myths and misunderstandings about content. The word itself is confusing! Here are 9 things I've learned about content that might help you on your journey.
Video content is accountable for 50 percent of the growth of the internet year on year. Yet so many marketers are still unaware or unprepared to invest in video content. This presentation dives into the technologies, strategies and solutions that are driving the future of video content.
In our web 2.0 world, the business landscape has changed. Consumers refuse to be interrupted anymore - demanding that brands engage with them.
People do business with people they like, know, and trust. By utilizing the social media tools available to all of us, businesses can become human. By creating valuable content and engaging with customers where they are, businesses are creating real relationships, resulting in real trust.
This presentation offers a high-level overview to where we've been, where we are, and we're we are going in social media. It gives simple-to-follow steps to start implementing social media into a business. It's not comprehensive, but can help a business take that first step.
Content developed by Jon Thomas and M80 (m80im.com). Presentation designed by Jon Thomas at Presentation Advisors (www.presentationadvisors.com).
Our crackerjack staff reviewed a bunch of mobile marketing campaigns over the past few years and we picked 50 of what we thought were the best. We chose innovative campaigns that used mobile advertising, SMS, QR Codes, Mobile Apps and Mobile Commerce from companies including Starbucks, Macy’s, Target, O2, RedBox, McDonald’s and a couple of our own. We salute these companies for their ingenuity and hard work in creating these campaign that delight and inform us as mobile consumers. Stay tuned for next year’s picks.
The Future of Marketing, Advertising, and Branded EntertainmentDeep Focus
Ian Schafer's presentation on the future of marketing, advertising, and branded entertainment at The Next Big Idea Conference in Los Angeles on 10/30/07.
9 Things I've Learned About Content While Running A Content AgencyThe Story Lab
Having helped many brands steer their way through the often confusing world of content marketing, I've noticed some common themes, myths and misunderstandings about content. The word itself is confusing! Here are 9 things I've learned about content that might help you on your journey.
Video content is accountable for 50 percent of the growth of the internet year on year. Yet so many marketers are still unaware or unprepared to invest in video content. This presentation dives into the technologies, strategies and solutions that are driving the future of video content.
The ‘Future of Mobile’ focuses in on location based services and the opportunities mobile presents for brands at the point-of-sale.
This is part of Mindshare's ongoing Future Of... research programme which explores the development of the media and technological landscape, and assesses the likely impact on advertisers and media businesses.
50 great reasons and creative examples for brands to use branded entertainmen...nous sommes vivants
Branded entertainment is not only "fun" brand content it's all the types of brand content that can satisfy the centers of interest of an audience on TV or on line : sports, music, films, ... It's not editorial content however it embodies the brand values and communicates on it's products.
1- Brands as fun destinations
Firstly, we're all used to seeing brands sponsoring entertainment as a means to get their logo and messaging in front of consumer eyeballs now brands are becoming destination sites and platforms for entertainment, in and of themselves.
2- Branded fun for new brand fans
Secondly, branded entertainment challenges brands to deliver a more enriching experience that consumers want yet communicate effectively what the brand values or the product benefits. Therefore it requires brands to create high quality branded contents, and not just sponsor an event, advertise within the programs, or create an ephemeral buzz.
3- Fun campaigns to promote fun contents
Brands investing in branded entertainment don‘t simply advertise on line. They use the tools that are available to best promote their content : paid media, owned media, earned media.
4- The new brand to fans relationship
Brands are able to develop an enduring direct-to-consumer relationship thanks to the quality content, however their potential fan base is much wider than their brand fans and they need to animate the extended fan community.
5- Live events for real time experiences
Communication enters a new era of real time marketing and brands come to life when people access their content all together at the same time and share their experience.
6- Data to spot fun insights on consumers
Trust me you are going to need it to do all the above !
Use this hashtag to participate in this document, join the conversation, or have a 5 mn laught at work #entertain_me
How are corporations integrating their BRANDS with engaging content. Why are they doing this now? Where are the advertising and marketing dollars headed? Why is story so important to engaging the consumer? What does IPTV mean for brand integrated content? What doe mobile platforms mean for brand integrated content?
Global Branding: Building a Community of Brand EnthusiastsKantar
2010 Corporate Image and Branding Conference: Emerging Opportunities in the Era of Social Media. Nigel Hollis presents: “Global Branding: Building a Community of Brand Enthusiasts”
Opportunities in the Age of Innovation - MobileGreg Stuart
Presentation given in Israel to http://www.adtechsummit.com/ on Feb 11 2014. Suggesting there is a huge opportunity for startups and founders like we've never seen.
Focus here is on how we are 1) living in the Age of Innovation, 2) Marketing & Media industries are in Chaos, & 3) Mobile is where the opportunities exist.
Young Marketers Elite 3_Assignment 21.1_Mobile Marketinghonvongphu
Câu hỏi duy nhất - Phân tích 4 case mobile marketing ở Châu Á thành công: trong đó có 1 case thành công do technology innovation, 1 case do consumer insight xuất sắc, 1 case xuất sắc khi kết hợp mobile với những platform khác, 1 case có sales conversion thành công . (100%
CEO's need to change the way their companies do business. Why? How? and... Do it Different! Check out these 3 key messages in detail. This presentation was held at the CEO Forum in Taipei, Taiwan.
The ‘Future of Mobile’ focuses in on location based services and the opportunities mobile presents for brands at the point-of-sale.
This is part of Mindshare's ongoing Future Of... research programme which explores the development of the media and technological landscape, and assesses the likely impact on advertisers and media businesses.
50 great reasons and creative examples for brands to use branded entertainmen...nous sommes vivants
Branded entertainment is not only "fun" brand content it's all the types of brand content that can satisfy the centers of interest of an audience on TV or on line : sports, music, films, ... It's not editorial content however it embodies the brand values and communicates on it's products.
1- Brands as fun destinations
Firstly, we're all used to seeing brands sponsoring entertainment as a means to get their logo and messaging in front of consumer eyeballs now brands are becoming destination sites and platforms for entertainment, in and of themselves.
2- Branded fun for new brand fans
Secondly, branded entertainment challenges brands to deliver a more enriching experience that consumers want yet communicate effectively what the brand values or the product benefits. Therefore it requires brands to create high quality branded contents, and not just sponsor an event, advertise within the programs, or create an ephemeral buzz.
3- Fun campaigns to promote fun contents
Brands investing in branded entertainment don‘t simply advertise on line. They use the tools that are available to best promote their content : paid media, owned media, earned media.
4- The new brand to fans relationship
Brands are able to develop an enduring direct-to-consumer relationship thanks to the quality content, however their potential fan base is much wider than their brand fans and they need to animate the extended fan community.
5- Live events for real time experiences
Communication enters a new era of real time marketing and brands come to life when people access their content all together at the same time and share their experience.
6- Data to spot fun insights on consumers
Trust me you are going to need it to do all the above !
Use this hashtag to participate in this document, join the conversation, or have a 5 mn laught at work #entertain_me
How are corporations integrating their BRANDS with engaging content. Why are they doing this now? Where are the advertising and marketing dollars headed? Why is story so important to engaging the consumer? What does IPTV mean for brand integrated content? What doe mobile platforms mean for brand integrated content?
Global Branding: Building a Community of Brand EnthusiastsKantar
2010 Corporate Image and Branding Conference: Emerging Opportunities in the Era of Social Media. Nigel Hollis presents: “Global Branding: Building a Community of Brand Enthusiasts”
Opportunities in the Age of Innovation - MobileGreg Stuart
Presentation given in Israel to http://www.adtechsummit.com/ on Feb 11 2014. Suggesting there is a huge opportunity for startups and founders like we've never seen.
Focus here is on how we are 1) living in the Age of Innovation, 2) Marketing & Media industries are in Chaos, & 3) Mobile is where the opportunities exist.
Young Marketers Elite 3_Assignment 21.1_Mobile Marketinghonvongphu
Câu hỏi duy nhất - Phân tích 4 case mobile marketing ở Châu Á thành công: trong đó có 1 case thành công do technology innovation, 1 case do consumer insight xuất sắc, 1 case xuất sắc khi kết hợp mobile với những platform khác, 1 case có sales conversion thành công . (100%
CEO's need to change the way their companies do business. Why? How? and... Do it Different! Check out these 3 key messages in detail. This presentation was held at the CEO Forum in Taipei, Taiwan.
Atlas analytique - Le transport de marchandises en Europe du Nord-Ouest : dynamiques territoriales, infrastructures et échanges interrégionaux
La première partie propose une analyse géographique de l’Europe du Nord-Ouest. Elle se focalise sur les caractéristiques territoriales : démographie, occupation du sol, réseau portuaire et infrastructures de transport.
La seconde présente une lecture quantitative et qualitative du réseau d’infrastructures portant sur onze ensembles régionaux remarquables et stratégiques pour le transport de fret.
Enfin, la troisième analyse et qualifie des principaux échanges de marchandises entre les régions de l’ENO.
La publication met en lumière les enjeux du transport de marchandises. Elle a vocation à alimenter les réflexions stratégiques au niveau régional, national et européen concernant le développement économique et la politique des transports.
Pour en savoir plus : http://goo.gl/nZETyF
Products can profoundly CHANGE OUR BEHAVIORS.
100’s of millions of users and 100’s of millions of dollars.
Habit: A BEHAVIOR DONE WITH CONSCIOUS THOUGHT LITTLE OR NO
HABITS ARE BUILT UPON like the layers of a pearl.
Triggers come in two favors: EXTERNAL & INTERNAL
EXTERNAL TRIGGERS: The information for what to do next is within the trigger. Billboards SODA
INTERNAL TRIGGERS: The information for what to do next is informed through an association in the users Billboards SODA
People who are depressed check email more often
When we feel LONELY we use
When we feel UNSURE we use
When we are BORED we use
Do you know your customer’s INTERNAL TRIGGER?
What triggers make so habit-forming?
Fear of losing the moment. Solves the pain but it is also a social network.
The SIMPLEST BEHAVIOR in anticipation of a reward.
According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER
THE ENERGY FOR ACTION
THERE ARE SIX FACTORS THAT CAN INCREASE MOTIVATION. Seeking Pleasure, Avoiding Pain, Seeking Hope, Avoiding Fear, Seeking Acceptance, Avoiding Rejection
ABILITY: the capacity to do a particular action
Level of motivation and ability determines if action will occur. Source: Dr. BJ Fogg, Stanford University TRIGGER SUCCEEDS TRIGGER FAILS
It all starts with the ACCUMBENS
Not exactly stimulating pleasure?
They were stimulating the STRESS OF DESIRE.
Our reward system activates with anticipation … and calms when we get what we want.
That’s the ITCH we seek to SCRATCH.
There is a way to supercharge the stress of desire.
Variability causes us to focus and engagement …and increases behavior.
The nucleus accumbens is stimulated by variability.
3 types of VARIABLE REWARDS: TRIBE, HUNT, SELF
TRIBE SEARCH FOR SOCIAL REWARDS
We like social rewards
We value recognition and cooperation
HUNT SEARCH FOR RESOURCES
Stems from the hunt for food and resources
Hunt for variable material rewards
Hunt for variable information rewards
WARNING! Variable rewards are not a free pass. Your products must address the itch
Build variable rewards that scratch the users itch but leave them wanting more
Users invest for future benefits: Social Capital, Money, Time, Effort, Emotional Commitment, and Personal Data
Investments increase the likelihood of the next pass through the Hook in TWO ways
INVESTMENTS LOAD THE NEXT TRIGGER OF THE HOOK
Each pass through the Hook helps
THE MORALITY OF MANIPULATION
Users take our technologies to bed
They check our devices before saying good morning to loved ones.
Quite possibly the CIGARETTE OF THIS CENTURY.
What do we have when changing user behavior? RESPONSIBILITY
THE WORLD IS FULL OF PROBLEMS TO FIX
Build the world you want to see
Dyno London is a digital production company converting creative insights and messages into designs, emails, websites, rich media as well as social and mobile applications. Our team of one hundred developers and fifty UX, UI and design creatives has extensive experience in building digital marketing products. We have executed vision for brands such as CocaCola, MTV or Volvo in partnership with world class creative agencies such as McCann or Havas.
Emakina Academy #11 : Join2Grow, the network for European entrepreneursEmakina
Emakina Academy #11 : Join2Grow, the network for European entrepreneurs
An event organised by Emakina, the largest interactive agency in Belgium (www.emakina.com)
Vi är både en PR-byrå och en webbyrå. Vi vet att samverkan mellan dessa discipliner gör att de uppsatta affärsmålen nås. Detta görs genom att skapa genuina relationer; genom att tillföra värde för målgruppen förbättrar vi upplevelsen för alla. Vi har valt att kalla det Public Engagement.
Vi arbetar både traditionellt och digitalt; PR: Strategi,
Planering och analyser, Omvärldsbevakning och mätning, Medierelationer, Textproduktion (t.ex. releaser, debattartiklar), Rådgivning/utbildning sociala medier, Kriskommunikation, medieträning. Online: Strategi, Planning och analyser, Design och utveckling av webbsiter, Intranät och annan intern kommunikation, eCommerce, Mobilt innehåll (applikationer, mobilsajter), Sociala funktioner (design och utveckling av bloggar, communities, widgets, interaktiva banners, applikationer), Foto- och filmproduktion
Chiffres clés de l’utilisation du Mobile. Le mobile à travers les secteurs. L'opportunité au sein de cette révolution.
Présentation Emakina.BE à la 19ème édition du #mforum Digital Wallonia.
Emakina was present to the Mobile Forum 9th edition. Cécric Gyselinck gave an overview of augmented and virtual reality: all the actual technologies and what we can expect in the future.
Emakina was present to the Mobile Forum 9th edition. Cédric Gyselinck provided an overview of augmented and virtual reality: the current situation and what we can expect in the coming years.
Emakina/Social: Selling social media inside your organisation!Emakina
Emakina/Social: Selling social media inside your organisation!
Presentation delivered by Audrey Benoit, Head of Emakina/Social, for the Social Media Forum in Brussels, 24/06/11.
www.emakina.com/social
Emakina Academy 21 : You're on Facebook but are you performing?Emakina
Many companies have just begun discovering the power of web analytics and already a new challenge arises. How do you measure the performance of your social media efforts? A practical introduction to social analytics.
Latino Buying Power - May 2024 Presentation for Latino CaucusDanay Escanaverino
Unlock the potential of Latino Buying Power with this in-depth SlideShare presentation. Explore how the Latino consumer market is transforming the American economy, driven by their significant buying power, entrepreneurial contributions, and growing influence across various sectors.
**Key Sections Covered:**
1. **Economic Impact:** Understand the profound economic impact of Latino consumers on the U.S. economy. Discover how their increasing purchasing power is fueling growth in key industries and contributing to national economic prosperity.
2. **Buying Power:** Dive into detailed analyses of Latino buying power, including its growth trends, key drivers, and projections for the future. Learn how this influential group’s spending habits are shaping market dynamics and creating opportunities for businesses.
3. **Entrepreneurial Contributions:** Explore the entrepreneurial spirit within the Latino community. Examine how Latino-owned businesses are thriving and contributing to job creation, innovation, and economic diversification.
4. **Workforce Statistics:** Gain insights into the role of Latino workers in the American labor market. Review statistics on employment rates, occupational distribution, and the economic contributions of Latino professionals across various industries.
5. **Media Consumption:** Understand the media consumption habits of Latino audiences. Discover their preferences for digital platforms, television, radio, and social media. Learn how these consumption patterns are influencing advertising strategies and media content.
6. **Education:** Examine the educational achievements and challenges within the Latino community. Review statistics on enrollment, graduation rates, and fields of study. Understand the implications of education on economic mobility and workforce readiness.
7. **Home Ownership:** Explore trends in Latino home ownership. Understand the factors driving home buying decisions, the challenges faced by Latino homeowners, and the impact of home ownership on community stability and economic growth.
This SlideShare provides valuable insights for marketers, business owners, policymakers, and anyone interested in the economic influence of the Latino community. By understanding the various facets of Latino buying power, you can effectively engage with this dynamic and growing market segment.
Equip yourself with the knowledge to leverage Latino buying power, tap into their entrepreneurial spirit, and connect with their unique cultural and consumer preferences. Drive your business success by embracing the economic potential of Latino consumers.
**Keywords:** Latino buying power, economic impact, entrepreneurial contributions, workforce statistics, media consumption, education, home ownership, Latino market, Hispanic buying power, Latino purchasing power.
how to sell pi coins in all Africa Countries.DOT TECH
Yes. You can sell your pi network for other cryptocurrencies like Bitcoin, usdt , Ethereum and other currencies And this is done easily with the help from a pi merchant.
What is a pi merchant ?
Since pi is not launched yet in any exchange. The only way you can sell right now is through merchants.
A verified Pi merchant is someone who buys pi network coins from miners and resell them to investors looking forward to hold massive quantities of pi coins before mainnet launch in 2026.
I will leave the telegram contact of my personal pi merchant to trade with.
@Pi_vendor_247
US Economic Outlook - Being Decided - M Capital Group August 2021.pdfpchutichetpong
The U.S. economy is continuing its impressive recovery from the COVID-19 pandemic and not slowing down despite re-occurring bumps. The U.S. savings rate reached its highest ever recorded level at 34% in April 2020 and Americans seem ready to spend. The sectors that had been hurt the most by the pandemic specifically reduced consumer spending, like retail, leisure, hospitality, and travel, are now experiencing massive growth in revenue and job openings.
Could this growth lead to a “Roaring Twenties”? As quickly as the U.S. economy contracted, experiencing a 9.1% drop in economic output relative to the business cycle in Q2 2020, the largest in recorded history, it has rebounded beyond expectations. This surprising growth seems to be fueled by the U.S. government’s aggressive fiscal and monetary policies, and an increase in consumer spending as mobility restrictions are lifted. Unemployment rates between June 2020 and June 2021 decreased by 5.2%, while the demand for labor is increasing, coupled with increasing wages to incentivize Americans to rejoin the labor force. Schools and businesses are expected to fully reopen soon. In parallel, vaccination rates across the country and the world continue to rise, with full vaccination rates of 50% and 14.8% respectively.
However, it is not completely smooth sailing from here. According to M Capital Group, the main risks that threaten the continued growth of the U.S. economy are inflation, unsettled trade relations, and another wave of Covid-19 mutations that could shut down the world again. Have we learned from the past year of COVID-19 and adapted our economy accordingly?
“In order for the U.S. economy to continue growing, whether there is another wave or not, the U.S. needs to focus on diversifying supply chains, supporting business investment, and maintaining consumer spending,” says Grace Feeley, a research analyst at M Capital Group.
While the economic indicators are positive, the risks are coming closer to manifesting and threatening such growth. The new variants spreading throughout the world, Delta, Lambda, and Gamma, are vaccine-resistant and muddy the predictions made about the economy and health of the country. These variants bring back the feeling of uncertainty that has wreaked havoc not only on the stock market but the mindset of people around the world. MCG provides unique insight on how to mitigate these risks to possibly ensure a bright economic future.
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Contact with Dawood Bhai Just call on +92322-6382012 and we'll help you. We'll solve all your problems within 12 to 24 hours and with 101% guarantee and with astrology systematic. If you want to take any personal or professional advice then also you can call us on +92322-6382012 , ONLINE LOVE PROBLEM & Other all types of Daily Life Problem's.Then CALL or WHATSAPP us on +92322-6382012 and Get all these problems solutions here by Amil Baba DAWOOD BANGALI
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Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Turin Startup Ecosystem 2024 - Ricerca sulle Startup e il Sistema dell'Innov...Quotidiano Piemontese
Turin Startup Ecosystem 2024
Una ricerca de il Club degli Investitori, in collaborazione con ToTeM Torino Tech Map e con il supporto della ESCP Business School e di Growth Capital
what is the best method to sell pi coins in 2024DOT TECH
The best way to sell your pi coins safely is trading with an exchange..but since pi is not launched in any exchange, and second option is through a VERIFIED pi merchant.
Who is a pi merchant?
A pi merchant is someone who buys pi coins from miners and pioneers and resell them to Investors looking forward to hold massive amounts before mainnet launch in 2026.
I will leave the telegram contact of my personal pi merchant to trade pi coins with.
@Pi_vendor_247
If you are looking for a pi coin investor. Then look no further because I have the right one he is a pi vendor (he buy and resell to whales in China). I met him on a crypto conference and ever since I and my friends have sold more than 10k pi coins to him And he bought all and still want more. I will drop his telegram handle below just send him a message.
@Pi_vendor_247
Introduction to Indian Financial System ()Avanish Goel
The financial system of a country is an important tool for economic development of the country, as it helps in creation of wealth by linking savings with investments.
It facilitates the flow of funds form the households (savers) to business firms (investors) to aid in wealth creation and development of both the parties
how to sell pi coins at high rate quickly.DOT TECH
Where can I sell my pi coins at a high rate.
Pi is not launched yet on any exchange. But one can easily sell his or her pi coins to investors who want to hold pi till mainnet launch.
This means crypto whales want to hold pi. And you can get a good rate for selling pi to them. I will leave the telegram contact of my personal pi vendor below.
A vendor is someone who buys from a miner and resell it to a holder or crypto whale.
Here is the telegram contact of my vendor:
@Pi_vendor_247
Currently pi network is not tradable on binance or any other exchange because we are still in the enclosed mainnet.
Right now the only way to sell pi coins is by trading with a verified merchant.
What is a pi merchant?
A pi merchant is someone verified by pi network team and allowed to barter pi coins for goods and services.
Since pi network is not doing any pre-sale The only way exchanges like binance/huobi or crypto whales can get pi is by buying from miners. And a merchant stands in between the exchanges and the miners.
I will leave the telegram contact of my personal pi merchant. I and my friends has traded more than 6000pi coins successfully
Tele-gram
@Pi_vendor_247
What website can I sell pi coins securely.DOT TECH
Currently there are no website or exchange that allow buying or selling of pi coins..
But you can still easily sell pi coins, by reselling it to exchanges/crypto whales interested in holding thousands of pi coins before the mainnet launch.
Who is a pi merchant?
A pi merchant is someone who buys pi coins from miners and resell to these crypto whales and holders of pi..
This is because pi network is not doing any pre-sale. The only way exchanges can get pi is by buying from miners and pi merchants stands in between the miners and the exchanges.
How can I sell my pi coins?
Selling pi coins is really easy, but first you need to migrate to mainnet wallet before you can do that. I will leave the telegram contact of my personal pi merchant to trade with.
Tele-gram.
@Pi_vendor_247
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#vashikaranspecialist #astrologer #palmistry #amliyaat #taweez #manpasandshadi #horoscope #spiritual #lovelife #lovespell #marriagespell#aamilbabainpakistan #amilbabainkarachi #powerfullblackmagicspell #kalajadumantarspecialist #realamilbaba #AmilbabainPakistan #astrologerincanada #astrologerindubai #lovespellsmaster #kalajaduspecialist #lovespellsthatwork #aamilbabainlahore#blackmagicformarriage #aamilbaba #kalajadu #kalailam #taweez #wazifaexpert #jadumantar #vashikaranspecialist #astrologer #palmistry #amliyaat #taweez #manpasandshadi #horoscope #spiritual #lovelife #lovespell #marriagespell#aamilbabainpakistan #amilbabainkarachi #powerfullblackmagicspell #kalajadumantarspecialist #realamilbaba #AmilbabainPakistan #astrologerincanada #astrologerindubai #lovespellsmaster #kalajaduspecialist #lovespellsthatwork #aamilbabainlahore #blackmagicforlove #blackmagicformarriage #aamilbaba #kalajadu #kalailam #taweez #wazifaexpert #jadumantar #vashikaranspecialist #astrologer #palmistry #amliyaat #taweez #manpasandshadi #horoscope #spiritual #lovelife #lovespell #marriagespell#aamilbabainpakistan #amilbabainkarachi #powerfullblackmagicspell #kalajadumantarspecialist #realamilbaba #AmilbabainPakistan #astrologerincanada #astrologerindubai #lovespellsmaster #kalajaduspecialist #lovespellsthatwork #aamilbabainlahore #Amilbabainuk #amilbabainspain #amilbabaindubai #Amilbabainnorway #amilbabainkrachi #amilbabainlahore #amilbabaingujranwalan #amilbabainislamabad
3. About Emakina
Emakina is the leading independent Belgian web agency.
We offer the following integrated services
– creative consultancy and graphic design
– web development and IT integration
– e-business and strategic consultancy
– marketing communication services
With an award-winning team of over +80 web experts,
Emakina delivers state-of-the-art projects.
5. Selected Cases Viral Buzz
!
Volkswagen New Beetle
!
Volkswagen Polo Fox
!
Proximus Vodafone live!
! !
Ugly Duck
! !
Proximus 3G
! !
Sprite Light Goblin + Goblin Blog
! !
Jean Paul Gaultier
6. Today’s topic
“Viral marketing is like
succeeding in Hollywood:
every actor wants to do it,
only a few succeed.”
7. Case Studies
Volkswagen Beetle
Volkswagen Polo Fox
8. Buzz
– A low, vibrating sound
– A particularly intense kind of Word of mouth
9. Buzz Marketing
A term used in the marketing industry to
describe activities that companies undertake to
generate favorable word of mouth publicity
about products and services
10. Initial Briefing
Make some animation on the vw.be website to relaunch New
Beetle Cabrio mini-site before the summer
11. The Idea
Benefit from the notoriety of the quot;Yetiquot; game which was one of
the largest buzz on the Internet in 2004
12. The Concept
The goal is not directly hit the target
but rather to create a rumor that can reach to the target
13. The Storyline
– The New Beetle Cabrio
assists the penguins
martyrized by the Yeti
– New Beetle Cabrio saves
them and makes them
rebounding on its capotte to
the sea
– Positive wink ;-)
14. The Game
– Basic arcade game,
easy to understand
– The more you make
rebounds with penguins,
the more you get points
– The more you save
penguins, the more you get
big points
15. The Game
– The game stops after
having let 4 penguins
falling on the floor or if
you send your car to
water
17. Excite the Players
At the end of each part, the player will have the possibility to
send by email a certificate (HTML format) attesting that he
saved a certain amount of penguins
18. Excite the Players
At the bottom of the certificate the address of the game with an
invitation: quot;Defy your friends by sending them
the address of the game!quot;.
19. Excite the Players
A permanent table of high scores is posted on the first screen of
the game in order to stimulate the challenge
21. A Few Figures
– 5.000 monthly single visits on the mini site
before the game was launched
– 130.000 single visits on the mini site
the month the game was launched
– 12.000 monthly single visits
on the new beetle cabrio mini site today.
– 75.000 players have already registered
their email address !
22. Campaign Appreciation
– Low cost promotion !
– Email sent to the 40.000 registered users
of the VW e-News (www.vw.be/enews/)
– Bannering on the www.vw.be home page
– Bannering on quot;Play the Gamequot; site
– Emailing via quot;Play the Gamequot; list
– Word of mouth did the rest! What a buzz!
23. New Buzz Campaign in May 2005
– Volkswagen launch new Polo Fox
– 3 week prelaunch buzz & blog marketing campaign
– http://www.tonysheraton.be
– 2 month activation (interactive video) on Volkswagen website
– http://www.vw.be
24. Tony Sheraton – Chain mail
Message:
Hi Fred,
You told me once that I could count on you if I needed
some help
Well, I think I getting where I want; I’m at the top!
I’m in super-form and my artistic feeling has never been
better!
Could you ask the people you know if they have a job for
me? That would be super!
I also have a website http://www.tonysheraton.be where
they can find more info about me.
Tony S. (quot; yes, I’m keeping the name)
32. Case Studies
Vodafone live!
Ugly Duck
Proximus 3G
33. Context
– Proximus presents Vodafone live!
– Summer 2004, from June 21 till July 22
– Launch of Vodafone live!
a new product from Proximus
– Only for Proximus customers
34. Context
– Vodafone live! vs. WAP
– Unique integration of exclusive
multimedia services
• Intuitive & enjoyable
multimedia experience
• Exclusive content:
tones, games…
– Customized handset
# No more technology,
but a real lifestyle proposition!
35. Context
– Why Internet in the media plan?
TV spot
TV spot youngsters
Image postering
Proximity postering
Magazines
Internet
– Former e-campaigns show (pre/post tests) that “WAP-oriented”
products generate good results online
– The average Proximus.be user generates more revenues than the
average Proximus customer
36. Context
The target: the “connected”
– 61% female, 23% students, 18-35 years old
– Motivation: Social talk, SMS
– Main driver in their life: search (almost compulsive) to be loved and
to be recognised through their social and family contacts
– Characteristics: social, extravert, strongly focused on the “loved”
ones (friends and family)
“Connected are continuously in search of
new ways to communicate, however they find
the current offer of multimedia services
inaccessible in terms of user-friendliness”
37. Objectives
– Create awareness for Vodafone live!
– Reduce the technology perception by replacing it by a lifestyle
proposition!
– Call-to-action to purchase a Vodafone live! handset/content
– Increase brand preference for Proximus through differentiation
– Increase leadership and innovation perception of Proximus
38. Key Message
– Intuitive and enjoyable multimedia experience
– Better relationships
– Vodafone live! offers more freedom to the users
39. Expectations
– The campaign must be…
– Surprising
– Impactful
– Worthy of a leader
– … and should create
– A hype, with a word-of-mouth effect
– Contagiousness
– A mix of “discovery” (make them want Vodafone live!),
“interaction”, and “awareness”
– A lifestyle experience!
40. Strategy
Webvertising, in line with the concept and objectives
– High visibility: 23.000.000 impressions
– Creative formats (1st ones in Belgium!)
– Exclusive partnership with Skynet (rebranding GSM channel)
– 2 waves
– Awareness: discover Vodafone live!
– Awareness + contest:
play and win exclusive Vodafone live! handsets
41. Strategy > Emakina Approach
The strategy
The Vodafone live! offer
• P2P communication as
heart of the campaign
1. Exclusive content
The message • The handset/the
Vodafone live! menu as
1. Intuitive & enjoyable
2. Lifestyle mode “access point” + usage!
multimedia
experience • Easy (!), fun, lifestyle, no
2. Better relationships tech atmosphere: in line
3. Customized
3. More freedom for the with the target
handsets
users
• Viral marketing as “part of
the game”
4. For Proximus
customers only
42. The Concept
“One day in your life with…”
(how Vodafone improves your daily life)
Scenario
• 2 characters: a woman & a man
• We see them in different places during the day:
each place/moment is to show the relevancy of Vodafone live!
• The final destination is a place of fun, colors, sounds and friends…
# THE perfect opportunity to create viral…
Marketing description
• Catalogue view of the 4 pillars:
tones, games, MMS, fun & info
Handsets
• Description + call-to-action
43. Creative Approach
Awareness also means consistence & coherence
– Specific photo shooting for the website + webvertising
– Vodafone visuals for products to stay consistent
with offline creatives
– Lifestyle:
easy, fun, entertainment, user-friendliness
44. The Campaign
– www.proximus.be/vodafonelive
Scenario:
the game/contest
Marketing
description
Handsets
Promote
Proximus
45. Marketing
description
° Presentation of
the Vodafone
live! experience &
services
° Description of
the 4 pillars
° High-level
presentation, to
stimulate traffic to
live.proximus.be
47. The campaign
– Scenario: game/contest
– Play our game to discover the Vodafone live! experience
– Win exclusive Vodafone live! handsets
1 Conversations/
interactions via 2 Different
the handset
places/moments:
- Opportunities
to discover
3 Final destination:
Vodafone live!
- Be together, share fun
- Questions for the
moments thanks to
contest
Vodafone live!
- Gathering/
member-get-member
48. The campaign
– Scenario : game/contest
– Play our game to discover the Vodafone live! experience
– Win exclusive Vodafone live! handsets
1 Conversations/
interactions via 2 Different
the handset
places/moments:
- Opportunities
to discover
3 Final destination:
Vodafone live!
- Be together, share fun
- Questions for the
moments thanks to
contest
Vodafone live!
- Gathering/
member-get-member
49.
50.
51.
52. The campaign
– Scenario : game/contest
– Play our game to discover the Vodafone live! experience
– Win exclusive Vodafone live! handsets
1 Conversations/
interactions via 2 Different
the handset
places/moments:
- Opportunities
to discover
3 Final destination:
Vodafone live!
- Be together, share fun
- Questions for the
moments thanks to
contest
Vodafone live!
- Gathering/
member-get-member
59. The campaign
– Scenario : game/contest
– Play our game to discover the Vodafone live! experience
– Win exclusive Vodafone live! handsets
1 Conversations/
interactions via 2 Different
the handset
places/moments:
- Opportunities
to discover
3 Final destination:
Vodafone live!
- Be together, share fun
- Questions for the
moments thanks to
contest
Vodafone live!
- Gathering/
member-get-member
65. Why this campaign is good viral marketing
1. 2.
The viral function is The viral component happens on the
fully integrated in the campaign same mode as the rest of the
campaign
• Not just a “nice to have”
• But highly relevant…: a place to • Participants are busy playing with
share, communicate and have the handset since the beginning of
fun…with friends the game: the target is “hot”…
3. 4.
Launch of a new and exciting product An attractive content
• New product: curiosity & interest • The carrot: mobile phones to win
• Huge buzz and impact due to the + free SMS/MMS
whole campaign • Fun and relaxing atmosphere
66. Objectives > Were they met?
! Create awareness for Vodafone live!
! Reduce the technology perception
by replacing it by a lifestyle proposition!
! Call-to-action to purchase a Vodafone live!
handset/content
! Increase brand preference for Proximus
through differentiation
! Increase leadership and innovation perception
of Proximus
# YES!
75. Welcome
Customer : Ides Ticket
Marketing Manager Youth Brands
The Coca-Cola Company
Leading and coaching of Fanta and Sprite brand team
Development of youth brand strategies and innovations
Partner in charge : Brice Le Blévennec
Executive Partner
Emakina
77. Goblin as Carrier
– New icon
– Sprite Goblin is the new product icon
– Build a new communication platform around the
Sprite Goblin
– Rationale
– The goblin is a proprietary and likeable icon
(completely weird, strange and unconventional
but cool) that enables them to trust their abilities
to make right choices.
– It represents the unconventional and
unexpected Sprite has in itself.
– Brand effects
– astonishing, excentric, delirious, unexpected
– trendy, modern, contemporary
– cool, likeable
78. Sprite Goblin > Plan OST
Research Objectives Strategy Tactics
• No stand alone – Sprite light Holistic plan to Teasing
awareness establish the • Buzz marketing
Goblin as an
• Link Goblin- • Viral campaign
unconventional
Sprite – Goblin interest • Wild postering
and unexpected
• Guerilla
Sprite light brand
• Goblin Role marketing
vehicle
• Complicity Reveal
• PR campaign
• Sprite website
• Banner campaign
Boost
79. Emakina Strategy > Campaign Phases
Teasing
– Strange creature has been lost; call for help launched
– People report sightings and photographs of the missing goblin to
the website; the best ones published on the site
– Websites, emails, blogs continue to relay this info, adding more
credits to the facts
Reveal
– Young boy discovered a strange creature in his fridge
– Video ad in avant premiere on a website
– Everyone understands it is all about the Sprite light goblin
– PR campaign, “Strange News” fake newspaper
Boost
– internet site + experiential marketing continue to relay exceptional
and incredible news about the goblin and incite to pass the word to
friends
80. Emakina Strategy > Campaign map
TEASING REVEAL BOOST
Forums, blogs
Friend’s
blogs
myGoblin The SpriteLight.be
site Video site
Street guerrilla Sampling
The entire story stays online even after the reveal
to make it a good read / extra promo
81. Sprite Goblin > Campaign Timeline
18 21 27 3/2 11/2 14/2
WK4 17-21 WK5 24-28 WK6 31-04 WK7 07-11 WK8 14-18 WK9 21-25
GO copy site Webcam
email vid 1
Game email
No more updates
“Lost Goblin” site updates + story development
No more updates
Forum, blog promotion
Massive Bannering
posters vid 2
Street guerrilla
Reveal www.sprite.be
Awareness
82. Online Teasing
WEB EMAIL
– Fake amateur site – Chainletters via email
– Mysterious photographs & movies – ‘Keep Me Updated’ function
– Webcam recordings with shocking – ‘Send to Friend(s)’ function
element – Dissemination of top-topical
– Fake editorials manipulated photos
– Funny picture and email publication PHONE
– Mobile phone answering machine
– Regular updates of site with new
sightings, SMS, voice messages, ...
– Creation of fake blogs on MSN,
Skynet, Redbox and other BTL
– Fake discussion on major Belgium – Wild Postering
forums – Guerrilla Marketing
– Purchasing Google keywords – Poster for download
– Continuous Blogging PR
– Fake Newspaper
– TV coverage: TMF, PlugTV
84. Semi-prof
design
Call for
Supporting assistance
material
Mystery
Email
functions
How to help
Shocking
video
Put up your Emotional
own poster! description
Sexy
Jessica
85. Sprite Goblin > Kick-off & Growing
CONTROLLED BLOGS FIRST UNCONTROLLED BLOGS
PICKING UP THE STORY!
redbox skynet
MAIN MAIN
http://redbox.be/findmygoblin http://findmygoblin.skynetblogs.be/
SUPPORT SUPPORT
http://redbox.be/ddave Awaiting approval
other msn/spaces
SUPPORT MAIN
http://homepage.mac.com/brice21/ http://spaces.msn.com/members/lostgoblin
http://www.brice.org SUPPORT
http://spaces.msn.com/members/dendave
http://www.findmygoblin.be
CONTROLLED FORUMS
GENERAL FUN FORUMS STUDENT FORUMS
http://communication.skynet.be/index.ht www.pureesoiree.be studiant.be
ml?or=menu_forum&l1=communication&l zattevrienden.be …
2=forum&l3=home (Insertions queued for publication) (Heavily moderated)
Categories: old friends, blogs, lost&found,
animals, …
86. Sprite Goblin > Some SMS Collected
- My name is izzy and i'm from new
zealand. The goblin you are
- on a retrouver ton goblin!! enfin on
actually - Si tu ne retrouves
la vu passé devant nous a
looking for is mine. He used to goblin, j'en
pas ton
jambes! on y croyais pas! puis on a vu
live with me back home. I ai un a adopter. Il
won't
ton affiche!! mon num c 049793 s'apelle
give
77836 www.skynet.be (+32 477 200xxx) hime back. HE'S MINE (+32 Bento. Mais il est
473 21 xx
liégeois. (+32 494 60
46)
Vergeet me nietjes laan 12 bus 14
- WHERE IS 82 xx)
YOUR GOBLIN
bij hermus (+32 476 89 06 xx)
? (+32 486 24 07 06)
- Lors d'une promenade au bois de la
- allright dude i found your
cambre ma licorne a été effrayée
gonlin an i'm keeping him 4
me you're
par 1 mvement ds 1 bosquet*elle est
partie au galop,j'ai perdu sa
never gonna see his pretty
face again EVER (+32 486 94
trace*peut_etre sont ils ensemble,cela
97 99)
me semble une piste à
- G vu un type verdatre
exploiter*bonne recherche*appel moi si
d'environ 80cm faire la
tu as des informations*joannie
planche dans la meuse
(+32 485 27 10 xx)
sous le pont d arches mais g
t saoul (+32 496 35 89 xx)
- - FOUND HIM! WHAT ABOUT
REWARD? (+32 478 57 53 xx)
87. Sprite Goblin > Some emails collected
Bonjour , Je suis sorti hier soir au bowling a Salut Monsieur,
Libramont puis dans une boite a bertrix , je pense
avoir aperçu le goblin sur le bord de la route. Depuis que j'ai vu votre affiche, près du cimetière
voila j'ai peut etre trouvé
C était sur la route entre bertrix et libramont!!!!!!!! d'ixelles, je suis à la recherche de votre goblin...
quelque chose qui pourrait
J ai pris peur ne sachant pas si c'était un goblin Malheureusement, je ne l'ai pas encore
t'interresser. Ton goblins
apprivoisé ou non , je ne me suis donc pas trouvé...Souvent, j'ai eu l'impression de le voir...un peu
aurait apparement décidé de
arreté..... qcomme quand vous êtes amoureux, vous voyez ?
faire un jeu pc.
Je vais afficher sa photo dans toutes les Vous avez l'impression de voir votre seconde un peu
a+
ardennes belge... partout mais, c'est rarement elle, vous voyez ?
ciao et bonne continuation
J espere que ça portera ses fruits . Bonne chance
dans tes recherches
on est tous avec toi!!!!!!!!!! Soit...
François Vanorm
Je continue mes recherches mais y aurait-il quelque
(Ps :Si tu mets mon mail sur ton site merci de chose de familier qui pourrait l'attirer ? Je ne sais pas,
corriger mon orthographe ) comment l'appeliez-vous dans l'intimité ? Avait-il un
Suis toujour dans une grande vile surnom, un prénom, voire même un nom ?
en Bèlgik Pour l'instant, quand je l'appelle, je crie quot;GOGOGO,
Il pleut baucoup mais je vais bien GOBLIN...quot; mais personne ne me répond; excepté
ne t'inquiete pas mes voisins qui commencent à en avoir marre (et qui
Je comprends parfaitement la situation et je vous exprime
trop rigolote l'idée juste pour le fun je valide nuisance sonore, les cons !!!)
m'ont attaqué pour toute ma sympathie concernant la disparition de votre
je t'envoi des photos des que je ...d'ailleurs, même au cachot, les gardiens m'ont dit
gobelin.
peux
Je tiens à retrouver votre Goblin, regarder ds ta cave de disquequot;...auriez-vous de cela quelques jours, mon troll des Alpes
mais a tu penser a mais j'aimerais
quot;de changer Sachez qu'il y a éventuellement
savoir dans quelpeut être chez ta petite amie
ou coin vous habitez, le goblin disque à me proposer aussi disparu. Si vous retrouvez votre gobelin, peut-
un a lui ?
PS: pardon pour le verre.
sûrement pas dû trop s'éloigner de l'endroit où il être pourriez-vous lui demander s'il n'a pas des nouvelles
quoi qu'il en soit que le dieu des goblin soit avec toi votre recherche. Je peux
Merci et bonne m****de mon Poupou (c'est le nom de mon troll). Il est grand, a
dans
habitait...
adios amigos et que ton but imaginer ce quelle quque de perdre un tel être et je
soit atteint que c'est il soit
un caractère de cochon et ne mange que des bananes
Sinon, ce site, c'est juste un délire ou c'est autre souhaite corage et persévérance. la confiture qu'il accompagne de sodas
vous écrasées avec de
au cola, pour ne pas citer de est venu un soir
Il marque.
chose ? Parce que payer un nom de domaine pour
retrouver un goblin... c'est un peu gros :) A bientôt, nous aider à battre
Bonne chance.
des elfes noirs en jeu
Tamara
Nicolas PETIT de rôle!!!:) Puis, il est
Bien à vous.
reparti comme il est
Franck.
venu....
98. Some Figures
Viral Campaign Sprite Site
Running time 6 weeks 8 weeks
Unique Visitors 120’971 55’220
Visits 141’448 62’381
Page views 448’831 101’806
Emails sent from site 10’140
Opt-ins 2’582
Spontaneous people contributions
(mails, stories, pictures, videos) 493
99. Success Ingredients
– Huge fun, new & intriguing factor
– Creative copy writing and visuals
– You should be original when forwarding to friend
– Easy to forward
– Offline and online integration
– Emotional story
– Energy and drive of posters/bloggers is crucial
Selected and motivated underground posters
working day and night
– Credible look&feel (professional amateurism)
Rumour should be believable:
people are credible, corporations not
110. 1. Strategy & concept
– Strategy: a campaign with two phases
– Be the first on the market while not revealing the offer
1. Teasing phase 2. Reveal phase
° Only brand ° Full commercial offer
awareness: ready online
logo & name only
° Only reactive PR ° PR starts
° Objectives: ° Objectives:
=> Create curiosity => Visibility
=> Be the first => Trial
(vs. Simyo)
111. 1. Strategy & concept
– Creative approach by Emakina:
1. Teasing phase 2. Reveal phase
° Message: ° Message:
the “no frills” aspect focus on main offer
is the entry point features
=> No mention of => Simplicity
offer
=> Quality
=> “By choosing
Levis, you are => Price
smart”
114. 2. Teasing phase: creative concept
Pas de
– Pas de chichi:
chichi!
– Short & dynamic video sequences,
(fr)
in a funny & ironic
atmosphere
– Different situations
where some people
should better have used
Geen
less frills…
tralala!
– Each film is signed with the
Levis logo + the following tagline:
(nl)
“Pas de chichi !”
116. 2. Teasing phase: campaign map
Text ads Viral effort
on Skynet by
& MSN Emakina
Pasdechichi.be /
Geentralala.be
minisite
See/download Viral: send Goodies
Opt-in:
the movies them to friends (see further)
possibility
to be warned
of reveal
126. 2. Teasing phase: creatives
– Apart from the minisite, the advertising formats:
– The following slides contain the “text ads” that had been placed on
Skynet.be & on MSN.be to promote the teasing minisite
– The choice had been made to use text-only format to stay
consistent with the underground strategy of UglyDuck
135. 2. Teasing phase: viral effort
– Insertion & activation: forum posts
– We maintained a diary to keep track of what posts were when
inserted (to avoid duplicates). Editorials and promotional texts were
custom adapted to the style of the site in order to increase the
changes of acceptance:
28/07/2005 www.pureesoiree.be NL submit griffe_nl.swf Dude, don't pimp my car (link) Bald guys should NOT try to pick
form up chicks…
28/07/2005 http://www.studiant.b NL submit strip_nl.swf Zoals ze in 't Engels zeggen quot;Is that a gun in your pocket or are
e/forum form you just happy to see me?quot; - (link) - 't Zal wel weer een of
andere reclame zijn maar toch goed gedaan…
– Insertions of certain material were followed-up by insertions of other
material. This allowed us to be present at many fronts with a variety
of material
142. 2. Teasing phase: viral effort
– Emails to webmasters
– Mails were sent to various webmasters to convince them to pick up
leads. Webmasters are always on the lookout for new original
material and catchy headlines
– We assisted them in this
by suggesting headlines
and matching captions
– Close to a hundred
webmasters were
contacted like that
143. 2. Teasing phase: viral effort
– See also appendix 1: mention/review of the teasing phase on
(e-)marketing sites/blogs
147. 2. Teasing phase: results
– Quick facts:
– Total traffic: 216,574 unique visitors
– Before product launch: 102,212 unique visitors
– Highest day peak: 22,025 (Sunday, July 31)
– Language ratio: NL 57% - FR 43%
– Number of video views: +/- 275,000 (all videos)
– Peak on number of links: +/- 250
148. 2. Teasing phase: results
– Comparison webvertising vs. viral: (*: see next slide)
– Overall figures:
• Paid bannering: 73,144 visits (33%)*
• Viral traffic: 143,430 visits (66%)
– Before product launch:
• Paid bannering: 73,144 visits (60%)*
• Viral traffic: 47,843 visits (40%)
– Within identified top-5 referrers:
• MSN-Bannering: 25% of referred traffic
• Skynet-bannering: 10%
• Main posts & stimuli: 65% of referred traffic
149. 2. Teasing phase: results
– Note on accuracy:
– Reported unique visitors/visits numbers are guaranteed minimums
• In reality, one can add 10-20% to compensate for proxy caching effects
(i.e. large corporations frequently surf from a single IP address and all
employees count as 1 visitor)
– Missing referrer data
• We can not independently confirm (via our referencing counter) the
numbers as reported by MSN/Skynet but we accept them
• Normally we can confirm these numbers with an error range of about
10% but here it seems to be more like 75% # can be result of counting
scheme at media reps
150. 2. Teasing phase: results
– Cost efficiency report:
– Classical bannering will always be necessary to support a campaign
but it does not make or break a campaign
– Here, the quality of the viral campaign had a far more important
effect than bannering
– Some figures for costs per click
• Bannering: 20K ! / 73K clicks # 0.27! / click
• Viral promotion: 7.5K ! / 143K clicks # 0.05! / click
• Efficiency of viral vs. bannering: x5!!
153. 3. Reveal phase: creative concept
– Message focusing on:
– Quality/reliability
– Simplicity
– Fair price
– In the “ugly & bad” tone of voice of the brand
– All this is a 100% consistent design
155. 3. Reveal phase: campaign map
Geentralala.be: Bannering
no content on Skynet
anymore, & MSN
becomes a redirect
to UglyDuck.be
UglyDuck.be
Opt-ins from teasing
phase have been
warned by e-mail
Page where to
see/download
the movies
Geentralala.be/pres:
page for press
169. 2. Teasing phase: results
– Further role of viral in traffic generation (via teasing site):
– Total traffic: 216,574 unique visitors
– Before product launch: 102,212 unique visitors
170. 3. Reveal phase: results
– E-mailing to opt-ins from teasing phase:
171. 3. Reveal phase: results
– Webvertising (figures from DAD):
Best CTR
Imp. CTR
régie site Clicks DAD for CTR real
Reçues benchmark
Format Proximus
MSN MSN HP IMU 1.038.756 4.010 0,4% 0,6% 0,4%
Leaderboard 524.266 2.978 0,16% 0,4% 0,6%
Leaderboard expandable 714.161 36.475 0,29% 3,3% 5,1%
Overlayer 160.605 8.805 2,18% 13,8% 5,5%
MSN entertainment Skyscraper expandable 192.057 1.525 0,29% 1,7% 0,8%
Messenger Mini banner 18-34 2.915.647 17.029 0,5% 1,2% 0,6%
MSN Total 5.545.492 70.822 1,3%
Skynet Skynet HP IMU 414.260 2.459 0,4% 0,6% 0,6%
Leaderboard 114.234 603 0,16% 0,4% 0,5%
Skyscraper 175.581 342 0,23% 0,4% 0,2%
Skyscraper expandable 628.949 1.533 0,29% 1,7% 0,2%
Skynet ROS Skyscraper 190.036 380 0,23% 0,4% 0,2%
=> Exceptional high resultsSkyscraper FREEEmakina1.547.153 3.172
thanks to creatives!! 0,23% 0,4% 0,2%
Skynet Total 3.070.213 8.489 0,3%
Grand Total 8.615.705 79.311 0,9%
173. Prelaunch Launch Post-Launch
Teasing campaign Internet website visits Calling behavior
Viral marketing Contracts/sales Customer profile
! Channel Visibility ! Sales !Consumer Behavior
!# of visits to partner web sites !Sales per gross-gain !Age
!CTR (Click Through Rate) * !Sales per swap !% of voice
!# of videos downloaded: !Sales per Port-in !% of SMS
+/- 275’000 !Frequency of Reload
!# of videos forwarded via site ! Channel visibility !Amount of Reload
+/- 2500 people did send video to !% of Free Minutes used
friends via site !External
(number of recipients: unknown) !# of people seeing banners
!# of inscriptions !# people clicking on
Via our
+/- 2000 people wanted to be banner
informed of reveal/follow-up !# of visits (CTR**) tracking tool
!Internal
!# of pages visited
194,680 visits
!# of visits converted into
contracts
Via ourfigures could
These tracking tool
!% of
be answered via our French/Dutch/English
tracking tool visitors
57% NL vs. 43% FR
*Webvertising only with text link on **the CTR will only indicate the number of
Skynet, MSN, Messenger, Hotmail visits through the banners and not the
direct click to the site
174. 4. Emakina’s conclusions: timeframe
– Normal viral campaigns take 1-2 months & require carefully
planned multi-platform presence
– The timeline was very challenging (2 weeks):
– Effective time window for viral campaign was decreased
– Action plan was adapted from “slow build” # “massive tam-tam”
– Was very challenging but we met traffic expectations and even
surpassed our own hopes / wild dreams
175. 4. Emakina’s conclusions: comparison with the
Sprite campaign
– UglyDuck.be – Sprite Goblin
– Ultra-high traffic in – High traffic in short period (150k
ultra-short time window / 1.5 month)
(almost 200k / 2 weeks) – Low pick-up rate of creatives
– High pick-up rate of but more word-of-mouse
high-quality creatives on other – More content, story telling
websites – More interactive
– More visuals, videos (custom images posted on site)
– Lower interaction model – Lots of online links (1000)
– Less web links (250) but this is
because campaign was shorter
176. 4. Emakina’s conclusions
– Traffic: this must be a record on the Belgian web
(but we were a bit lucky since time was unrealistically short)
– Planning: time-window to be enlarged across different media (3
to 4 weeks is ideal)
– Brand awareness: to be improved: more text/captions to position
funnies
197. Yes – Gift Voucher
– What Ticket Restaurant is for food, the Yes! will be as gift
voucher for presents, special occasions, … exchangeable in
many prestigious outlets
198. Buzz Campaign
– A certain Sam Lennov has returned from the future and is
making various predictions on social, cultural and economic
level. Highlights are the prediction of the YES…
199. Designing a story development … and let the
story evolve to
YES more specific
CURRENCY topics to build
e
a climax
tim
4
geo-political
changed world
2 8
technological economic
changes changes
3
scientific
changes 6
cultural
changes
4
environmental
changes
4
social
2 1 changes
medical time
changes machine
6
entertainment
changes
Sam
We’ll start here, talking Lennov
from a human interest These numbers
level to get the story indicate the proposed
going… number of topics /
weight within the story
200. Scheduling posts exponential
Traffic picks
up and
posts becomes
mainstream
July 2005
Story gets
picked up by
Sam’s friends
Press
Sam leads a quite life
coverage
and is considering
10th planet is
March 2005 July 2005 July 2005
going public with his
discovered but not
story but it’s the
predicted. However,
coming Tsunami that
this is the realisation
will kickstart it.
that he knows and
influences the
future…
June Aug Sep Oct
Jan 2004 Oct 2004 Dec 2004 April 2005 2005 2005 2005 2005
time
Blog is created Starts additional posting
201. Campaign Figures
– 1.5 month campaign
– Budget 10K
– +30’000 unique visitors
– +42’000 unique visits
– +184’000 page views
– 4.5 page views / visit
– 13min average visit
– 21 highly creative posts
on a variety of human interest topics
– 1325 quality interactive comments
202. Campaign Appreciation
– School forums, class speeches, countless online forum
discussions,
– Magazine and TV journalists seeking contact
Geachte heer Lennov,
Hey Sam
Ik werk als journalist voor het maandblad Menzo, en in functie
daarvan stel ik u graag volgende vraag: kan ik u ergens zien,
Met verstomming en met veel respect en
interviewen? Ik begrijp dat u op uw privacy gesteld bent, maar ik kan
interesse bekeek en las ik je webpagina’s!
u garanderen dat indien we tot een akkoord komen voor een
Het is nl zo dat ik reporter ben voor VTM. Nu wil
interview, wij uw identiteit (adres, tel.nr., mailadres, …) zeker niet
het toeval dat ik net voor een reportage op zoek
zullen prijs geven. Ik ben best wel onder de indruk van uw kennis en
ben naar verhalen en getuigenissen over leven
visie op verschillende zaken, maar zou u toch graag wat concretere
in de toekomst? Mag ik je hierover eens
vragen willen voorleggen, zonder onze lezer ook maar enige duiding
contacteren (telefoonnummer ofzo). Ik beloof
te geven of u daadwerkelijk uit de toekomst komt of niet .. laten we
absolute discretie en kijk uit naar je mailtje?
het beschouwen als een open interview, reclame voor uw blog maar
Thanks, nog veel plezier hier en nu en hopelijk
wel in die mate dat we werken met vraag en antwoord. Bovenal: ik
tot heel binnenkort.
begrijp dat u geen foto’s uit de toekomst kan laten zien, maar u
vermeldt wel enkele voorwerpen, die ik graag eens zou zien .. ik
Morti
hoop alvast dat u toch even over mijn voorstel wil nadenken, u kan
mij altijd met een privé-nummer bellen op het nummer:
0496/xx.yy.zzz
met vriendelijke groeten,
Jorn
203. Reveal Phase
– Sodexho endorsing the campaign
– Admitting the claims made on the archiveonline.be site
204.
205. Contact us
EMAKINA
Rue Middelbourg, 64A
1170 Brussels
info@emakina.com
www.emakina.com
Tel : + 32 2 400.40.00
Fax : + 32 2 400.40.01