Reload Greece, the hub of Greek entrepreneurship in London, invited me to speak about viral marketing and the science of creating a buzz. This presentation explains why online viral content is not enough to create a difference for startups and why new ventures should spend money and effort to create compelling products, effective communications and well-established brands and not viral videos. I present some basic theories of product development, communication strategies and brand marketing featuring leading figures like Daniel Kahneman, Nir Eyal, Jonah Berger and Nicholas Christakis.

1. Allow Me To Introduce Myself
I am Upstream’s Marketing & PR Manager, running global marketing and
communications and working with world-leading brands like the Vodafone Group,
Telefonica, T-Mobile, Coca-Cola and Nestle. I have acted as Marketing Project leader
for the largest mobile marketing campaigns ever launched in LATAM and the Middle
East and he has been nominated for a Public Relations Consultants Association
(PRCA) Award for Upstream’s “Changing Digital Advertising Attitudes” campaign. I
have been featured in top publications like AdWeek and MediaPost.
I have previously worked for BBC Worlwide and TBWA/London.

2. I Am Introducing Myself Again But Now It Is 14% More Likely To Remember Me
Vasileios Tziokas is Upstream’s Marketing & PR Manager, running global marketing and communications and working
with world-leading brands like the Vodafone Group, Telefonica, T-Mobile, Coca-Cola and Nestle. He has acted as
Marketing Project leader for the largest mobile marketing campaigns ever launched in LATAM and the Middle East and he
has been nominated for a Public Relations Consultants Association (PRCA) Award for Upstream’s “Changing Digital
Advertising Attitudes” campaign. He has been featured in top publications likeAdWeek and MediaPost.
He has previously worked for BBC Worlwide and TBWA/London.

3. There Is No Secret Recipe For Making Something Viral. And Viral Is A Lame Word

4. This Red Line Is The Reason We Will Not Talk About Facebook Advertising

5. START UP
So Actually These Are Your 3 Basic Weapons And You Have To Use Them Wisely
Communication
Product
Brand

6. There are 4 main principles on building a
brand signal:
Act Extravagantly
Sacrifice More
Distinctive Design
Concrete Actions
So Let’s Talk About Brands: The Importance Of Signaling

7. Act Extravagantly

8. Sacrifice More

9. Distinctive Design

10. Concrete Actions

11. What Colors Really Mean

12. So Let’s Talk About Products

13. DANIEL KAHNEMAN
SYSTEM
2
SYSTEM
1

14. Small, individual tasks are far less
daunting than big ones. The way in
which tasks are presented and
broken down affects how motivated
we are to start and finish them.
Chunking: Offer Small & Well-Defined Tasks

15. The more involved people are in creating something, the
better they feel about the end product. This leads to
self-constructed items or products being valued more
highly by the person who made it.
Commitment: The Power Of Personal Investment

16. People do what’s “easy now”, even if their
procrastination means that they will have
to suffer more down the line. Our strong
preference to avoid things that are effortful
now, regardless of their long-term benefit,
makes it really hard to sell complex
products that are of strategic, rather than
immediate importance.
Hyperbolic Discounting: Make The First Step Easy

17. Including an obviously inferior third option, rather than
simply giving a cheap/expensive price choice, can guide
consumers to choose higher-priced goods.
Asymmetrically Framed Choice

18. When multiple goals are pursued, they are less effectively achieved than goals
pursued individually. The more goals attached to a single task, the lower the
association between this task and each individual goal. As a result, people prefer
activities, tasks and products that serve single goals.
Goal Dilution: We Can Only Focus On One Thing At A Time

19. Product: The Hooked Model
Triggers Action
RewardInvestment

20. Inner Remarkability
Game Mechanics
Insider
So Let’s Talk About Communication: The Must-Have Social Currency

21. People can form either groups or networks. Groups
are nothing but a simple crowd while networks differ
because there are ties between the people
Ties between networks are so strong that if your closest friend is
obese then you have around 45% to be obese too. If your friend’s
friend is obese you have 25% and if your friend’s friend’s friend is
obese too you have approximately 12% to suffer from obesity
This is his rule known as the “3 degrees of
separation”. The reasons behind this are: induction -
social domino, homophily - we form friendships
because we are the same and confounding - we share
exposure to a third factor
Nicholas Christakis
Why Professor Christakis Is Important For Your Start-Up

22. ETHOS
PATHOS
LOGOS
Aristotle Is Still The #master_of_persuasion

23. The Importance Of Storytelling

24. Awe: The Most Important Emotion In Advertising
Positive
Negative
Awe, Humor
Anger, Anxiety
Contentment
Sadness
High Arousal Low Arousal