Viral Marketing In Social Media By Tom Denegre

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Viral marketing in social media can be an inexpensive method in reaching millions of people quickly and almost effortlessly. To capture and convert your target audience you’ll need a sustainable campaign built on layers of traditional and internet media components to make it work.

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Viral Marketing In Social Media By Tom Denegre

  1. 1. VIRAL MARKETING IN SOCIAL MEDIA<br />By Thomas Denegre<br />
  2. 2. Powerpoint Template<br />2<br />It took radio 38 years to reach 50 million listeners.<br />Pre-Cable TV took 13 years to reach 50 million users.<br />The internet took four years to reach 50 million people...<br />In less than nine months FaceBook added 100 million users. <br />
  3. 3. 3<br />VIRAL MARKETING IN SOCIAL MEDIA<br />For less than $1,000 a viral marketing campaign, can reach thousands of people, if not millions.<br />That’s the easy part.<br />Success is building momentumand conversion.<br />
  4. 4. 4<br />Blendtec – “Will It Blend?” Campaign<br />Blendtec “Will It Blend” Campaign<br /><ul><li>Staged video campaign using YouTube
  5. 5. Blended golf balls, an iPhone, and marbles
  6. 6. iPhone was shredded into black powder and bits of plastic</li></ul>RESULTS<br /><ul><li>Logged 8 Million viewers on YouTube
  7. 7. Sales increased by 800%</li></li></ul><li>5<br />Burger King – “Subservient Chicken Man”<br />Burger King “Chicken Man” <br /><ul><li>Staged video campaign whereby you can send commands to the chicken man to perform.
  8. 8. Tell him to run, jump, and play dead and he’ll do it.</li></ul>RESULTS<br /><ul><li>In 24 hours they had 1 million viewers
  9. 9. In one week they had 8 million</li></li></ul><li>6<br />Content Democratization<br />Advertising Transition from P U S H to P U L L<br />We are migrating from push advertising to pull; allowing users greater access, participation, collaboration, and control.<br />All of it based on …<br />
  10. 10. 7<br />Content Democratization<br /><ul><li>Trust is the cement bonding the sender to the receiver.
  11. 11. Trust heightens relationships, loyalty, purchasing, and repeat customers.
  12. 12. Trust allows content sharing, collaboration, and collective wisdom.</li></li></ul><li>8<br />Social Media Expectations<br /><ul><li>74% expect companies to participate in joint conversations
  13. 13. 62% of users believe they can influence business decisions
  14. 14. 24% of users contributed their point-of-view on an issue</li></ul>2009 Cone Consumer New Media Study<br />
  15. 15. 9<br />Web 2.0 Attributes<br />It’s all about conversations, sharing ideas, and collaborations<br />With ease of access, scalability, and control.<br />Words, Blogs, Forums<br />Audio<br />Video<br />Projects<br />To Share<br />To Create<br />To Build<br />To Collaborate<br />
  16. 16. 10<br />Popular Online Activities<br />
  17. 17. 11<br />Law of Web 2.0 Participation<br />
  18. 18. 12<br />Five Stages in Viral Marketing<br />
  19. 19. 13<br />Enhancing User Participation<br />Create multiple touch points for users to reach you.<br />Make it easy… <br /><ul><li>To find you
  20. 20. To Share Content
  21. 21. To Comment
  22. 22. To Recommend
  23. 23. To Control</li></ul>Your website<br />
  24. 24. 14<br />Enhancing User Participation<br />Building a community of like minded people can empower greater influence in worldly events<br />
  25. 25. 15<br />Enhancing User Participation<br />Allow your users to make;<br /><ul><li>Comments
  26. 26. Recommendations
  27. 27. Testimonials</li></li></ul><li>16<br />Viral Marketing Attributes<br />The content should be:<br />FREE<br />Relevant to Audience<br />Emotionally Charged<br />Quickly Understood<br />Sender Feels Empowered<br />Portable & Scalable<br />My Last Photograph<br />
  28. 28. 17<br />Emotional & Behavioral Drivers<br />Common emotional trigger points<br /><ul><li>Sense of being first to know or exclusivity
  29. 29. Being inside or one of the “cool” people
  30. 30. Powerful drive to connect what is felt
  31. 31. The conscious emotion of being social
  32. 32. The unconscious emotion of survival</li></ul>Last Vacation<br />
  33. 33. 18<br />What is NOT Viral Marketing<br />This is not Viral Marketing<br />Two Don’ts<br /><ul><li>No obvious self-serving ads, unless they are funny, highly clever, or entertaining
  34. 34. Never compel people to forward their emails</li></li></ul><li>19<br />Behavioral Targeting & Lead Generation Solutions<br />Anticipate people’s emotions and behavior<br /><ul><li>Predict user behavior
  35. 35. Know purchasing patterns
  36. 36. Nurture qualified leads
  37. 37. Develop higher conversions rates</li></li></ul><li>20<br />Attention Economy<br />A market place to exchange your scarce time and attention.<br />Free news if you look at our ads<br />Free search tools if you look at our ads<br />
  38. 38. 21<br />Attention Economy<br />If you want their attention<br />Make your information or service relevant to their needs.<br />Channel your content through the appropriate gathering spots .<br />Endorsements – make your customers trusted references.<br />
  39. 39. 22<br />Building Your Viral Marketing Campaign<br />Five Step Process<br />Planning<br />Story<br />Distribution<br />Momentum<br />Measure <br />
  40. 40. 23<br />Step 1 - Planning<br />What are your goals?<br /><ul><li>To sell something
  41. 41. Build awareness
  42. 42. Capture attention
  43. 43. Engage in a conversation
  44. 44. Call to action
  45. 45. Retain Customers</li></li></ul><li>24<br />Step 1 - Planning<br />Identify Your Target Audience<br /><ul><li>What are their needs and desires?
  46. 46. If purchasing, how do they research and consider?
  47. 47. What other websites do they visit?
  48. 48. Which social sites attract your best customers?
  49. 49. Research blogs & forums to determine your reputation</li></li></ul><li>25<br />Step 1 - Planning<br />Finding Your Target Audience<br /><ul><li>Determine users based on specific interests and intent
  50. 50. Target according to behaviors, demographics, or psychographics</li></li></ul><li>26<br />Step 2 – The Story<br />Build a story that has wings to fly<br />Story attributes<br /><ul><li>Stories are highly emotional begging to be shared.
  51. 51. Story must be original and sticky
  52. 52. It’s relevant to your audience
  53. 53. Allow multiple entry points to see the story; website, blogs, TV, print, tie-ins,
  54. 54. There should be a reward at the end. What’s in it for me? </li></li></ul><li>27<br />Step 2 – The Story<br />The story compels a conversation<br />Campaign attributes<br /><ul><li>When the story catches be prepared for sequels, bloopers, interviews, etc.
  55. 55. Encourage comments
  56. 56. Engage conversations
  57. 57. Keep it personal – let users have access to your stars</li></li></ul><li>28<br />Step 3 – Distribution<br />Drive multiple points of distribution<br />Traditional Channels<br /><ul><li>Television
  58. 58. Radio
  59. 59. Print</li></ul>Internet Marketing<br /><ul><li>Email
  60. 60. Website, Microsites
  61. 61. Video, Audio
  62. 62. Images</li></li></ul><li>29<br />Step 3 – Distribution<br />
  63. 63. 30<br />Step 4 – Momentum<br />All viral marketing campaigns require multiple steps and components to sustain momentum.<br /><ul><li>Multiple distribution points
  64. 64. Multiple components
  65. 65. Multiple calls to action</li></li></ul><li>31<br />Step 4 – Momentum<br />12 Month Strategy Launching Halo 3<br />Monday <br />Night Football<br />TV Ad<br />Traditional Media<br />Sold<br />3 Million Copies<br />First Week<br />8 <br />Million <br />Viewers<br />Scavenger Hunt using micro websites, blogs, forums, <br />and traditional media<br />3.7 <br />Million <br />Viewers<br />850,000<br />Beta<br />Users<br />Video Back Story of Game<br />Same Ad<br />YouTube<br />Invitation to be a Beta User<br />Internet Channels<br />
  66. 66. 32<br />Step 5 – Measure and Manage <br />The Customer Conversation – Closed Loop<br />
  67. 67. 33<br />Step 5 – Measure and Manage <br />Inbound Marketing<br />SEO / SEM<br />Articles, Webinars, Blogs, White Papers,<br />eBooks, Videos,<br />PPC, Banner Ads, <br />Email, Forums,<br />Social Media<br />Forms & Surveys<br />Triggered Dialog<br />Microsites<br />Landing Pages<br />Social Media<br />Blogs<br />Lead Management<br />Web Alerts<br />Web Analytics<br />Call To Action<br />Form Fill<br />Purchase<br />Forms & Surveys<br />Triggered Dialog<br />Microsites<br />Social Media<br />Commercial Email<br />Blogs<br />Merge with CRM<br />Consolidate all data into one view to analyze Return On Investment<br />
  68. 68. 34<br />Step 5 – Measure and Manage <br />What the User wants<br /><ul><li>85% of users want to be informed by the company on product composition
  69. 69. 44% of users are searching for, sharing or discussing information about corporate responsibility</li></ul>2009 Cone Consumer New Media Study<br />
  70. 70. 35<br />Step 5 – Measure and Manage <br />What the user also wants<br />New media users are even more likely to bypass dialogue for action:<br /><ul><li>30% have made a purchase based on POSITIVE information learned about a product, company or brand
  71. 71. 23% have switched brands or boycotted a company based on NEGATIVE information learned about a product, company or brand</li></ul>2009 Cone Consumer New Media Study<br />
  72. 72. 36<br />Conclusion<br />Success in Viral Marketing in Social Media<br /><ul><li>Begin with the end in mind
  73. 73. Build Trust, Authenticity, and Transparency
  74. 74. Stories are original and emotional
  75. 75. Content is relevant, free, accessible, portable, and scalable
  76. 76. Momentum requires multiple touch points, channels, and platforms
  77. 77. Understand the attention economy
  78. 78. Convert
  79. 79. Measure
  80. 80. Respond</li></li></ul><li>37<br />Thank you for your attention<br />
  81. 81. 38<br />Thought Leadership Author <br />U.S. Navy Pilot<br />Magazine Group Publisher<br /><ul><li>Awarded General Manager of the Year for 5 consecutive years for highest sales out of 180 markets.
  82. 82. Launched and managed three successful city magazines</li></ul>Software & Technology Marketing & Sales<br /><ul><li>Search Engine Marketing , Search Engine Optimization, Product Marketing, Strategic Marketing, Sales Enablement, Brand Marketing, Customer Relationship Management
  83. 83. CBCInnovis, Cincom Systems, Quest Software, Vertafore, Wolters Kluwer, Greif Packaging, Emerson Network Power, Ohio Savings Bank, Haas Publishing Company, and Harmon Homes Publishing</li></ul>Thomas Denegre<br />Columbus, OH<br />tom@tdenegre.com<br />www.marketingscope.net<br />

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