Viral Marketing
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Viral marketing relies on three aspects: content, platform or medium, and seeding. It is most effective when the content is humorous and engaging enough to be voluntarily shared, but marketers must be careful that campaigns do not backfire and damage brands. Quick tips for viral marketing include giving content away for free, letting customers control how it spreads, keeping campaigns small in scale, and under-promising on results.
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Viral Marketing
- 1. Viral Marketing BCCD, Copenhagen, November 5th 2007 Casper M øller, CEO
- 4. Introduction
- 5. WHAT IS VIRAL MARKETING?
- 7. ” Word of Mouth” ... is the most influential marketing tactic!
- 8. YOU DON’T EVEN HAVE DO IT YOURSELF…
- 9. The basics
- 11. GOALS Measure your REAL GOALS … NOT just your traffic
- 12. HUMOUR IS THE KEY
- 13. IMPORTANT!!! You can create a successful campaign with great content alone (although it is difficult) … but you CAN’T create a successful campaign no matter how much you spend on seeding if the content isn’t good enough
- 14. Why should you use Viral Marketing?
- 15. THE MOST COMMON REASONS ” It’s the hot new marketing tactic” ” It’s cheap!” ” We want to be seen as being innovative” ” We want to increase brand awareness” ” We want to increase purchase intent” ” We want to increase direct sales” ” We want to find out more about our users”
- 16. ONLY TWO “RIGHT” ANSWERS ” It’s the hot new marketing tactic” ” It’s cheap!” ” We want to be seen as being innovative” ” We want to increase brand awareness” ” We want to increase purchase intent” ” We want to increase direct sales” ” We want to find out more about our users”
- 17. ONLY TWO “RIGHT” ANSWERS ” It’s the hot new marketing tactic” ” It’s cheap!” ” We want to be seen as being innovative” ” We want to increase brand awareness” ” We want to increase purchase intent” ” We want to increase direct sales” ” We want to find out more about our users”
- 18. THE REASONS TO SAY “NO” ” Our agency doesn’t know how to do it” ” We want to increase direct sales” ” We are a highly localised business” ” We focus on pricing and promotions” ” We’re afraid of a consumer backlash”
- 19. AND THE WRONG REASONS… ” We’re a B2B brand so it’s not relevant” ” Other tactics are more effective” ” We’re afraid of a consumer backlash”
- 20. Consumers have got a VOICE… and can make or break a brand CONSUMER POWER
- 21. Examples
- 22. TROJAN CONDOMS Creating low cost awareness
- 32. Dangers of Viral Marketing
- 33. OOOPS!!! Be careful what you wish for…
- 34. CHEVROLET TAHOE Quite possibly the dumbest viral campaign… EVER!!!
- 35. The issues
- 37. BE REALISTIC… It can be incredibly expensive to produce incredible results
- 38. Quick tips
- 41. We help brands connect with their audiences! We help brands establish trust! We help brands interact with their customers!
- 43. SOME CLIENTS Brand Owners: Agencies: Brand Owners: Agencies:
- 44. Casper M ø ller CEO E: [email_address] T: +44 (0)20 7231 1320 I: www.t-viral.com
- 45. Further info
- 46. BUT DOES IT WORK? A survey published by eMarketer in January 2006 shows that almost 90% of all Internet users share content via email!
- 47. WHAT’S THE POTENTIAL? Just under 60% of all users pass on content to more than 4 people
- 48. WHAT ABOUT BRANDS? Only 5% say that they won’t share A message in a branded vs a non-branded scenario...
- 49. IS IT SPAM? How about ”badwill”? Will the recipient regard a branded message as spam? Only 7% say that they will react negatively to a branded message...
- 52. ADVERGAME: GET THE GLASS