Viral social marketing: An examination of ad perception and forwarding behaviour based on physical activity
The project is the first of its type to explore the reach and effectiveness of an internet viral ‘social’ marketing campaign in disseminating physical activity promotion information using the internet. Viral marketing is an approach that systematically facilitates and encourages people to pass along the selected marketing message using the individual’s own contact network. Viral marketing is a cost-effective method of promoting goods and services in the commercial arena. Phelps and colleagues (2004) advise developers of viral marketing campaigns to ensure messages evoke a strong emotion: humour, fear, sadness or inspiration. Successful viral marketing campaigns have five distinct characteristics: they are fun or intriguing, they are attached to a product that is easy to use, or highly visible, they are well targeted, they are associated with a credible source and combine technologies (Dobele, Toleman & Beverland, 2005). When examining the motives for forwarding viral advertisements, Phelps and colleagues (2004) suggest that the desire to "do good" by email forwarders makes viral marketing for social causes particularly attractive. Two thousand people were sent an ad with a physical activity message, with a link to a subsequent website with further physical activity information. Web metrics for each message were recorded, as well as click throughs to the related physical activity promotion website. A follow up survey was emailed to participants to determine demographic information, reactions to the ad, forwarding behaviour and physical activity levels. Initial results show that a viral effect was not established, because the number of views did not exceed 2000. Regardless of this, for a minimum outlay (<$5000), the ads were viewed a total of 1800 times, with 704 people clicking through to access the physical activity website. The cost per customer visiting the website was $7.10. Further analysis is currently being undertaken to determine the reaction of subjects to the ad, and if this is related to their physical activity levels and orwarding behaviour. A full analysis will be presented at the conference.
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Viral social marketing: An examination of ad perception and forwarding behaviour based on physical activity
- 1. VViirraall ssoocciiaall mmaarrkkeettiinngg AAnn eexxaammiinnaattiioonn ooff aadd ppeerrcceeppttiioonn aanndd ffoorrwwaarrddiinngg bbeehhaavviioouurr bbaasseedd oonn pphhyyssiiccaall aaccttiivviittyy Danya Hodgetts Department of Health and Human Performance Central Queensland University
- 2. VViirraall mmaarrkkeettiinngg 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
- 3. Successful vviirraall mmaarrkkeettiinngg ccaammppaaiiggnnss…… are fun or intriguing are attached to a product that is easy to use, or highly visible are well targeted are associated with a credible source combine technologies Dobele, Toleman & Beverland, 2005
- 5. TThhee SSttuubbbbyy SSyymmpphhoonnyy www.stubbysymphony.com.au
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- 10. SSttuuddyy mmeetthhooddss An ad was designed that attempted to meet the criteria for motivating recipients to forward to message 2,000 subjects were randomly selected from the 10000 steps database An email with a link to the ad was sent At the end of each ad was a link to a subsequent website with further physical activity information - www.10000steps.com.au Ad views were measured, as well as click throughs to the 10000 steps website A follow up survey was emailed to participants to determine demographic information, reactions to the ad, forwarding behaviour and physical activity levels “The ad”
- 12. Reactions to ads and forwarding behaviour 5 4 3 2 1 0 Funny Interesting Good cause Surprising Clever Interesting for others Unique Mean reaction Yes No * * * * * * * = significant difference in ad forwarding, p=<0.05
- 13. Godin Leisure-Time Exercise Rating and forwarding behaviour 58 * score 56 activity 54 52 50 leisure 48 46 Godin 44 42 * = significant difference Forwarding behaviour in ad forwarding, p=<0.05 Yes No
- 14. DDiissccuussssiioonn Cost of ad User created content Obligations to corporate partners Viral release Monitoring and measurement
- 16. QQuueessttiioonnss,, ccoommmmeennttss?? References Bright, A. (2000). The role of social marketing in leisure and recreation management. Journal of Leisure Research, 32(1). 12–17. Dobele A., Toleman, D., & Beverland, M. (2005). Controlled infection! Spreading the brand message through viral marketing. Business Horizons. 48.143–149. Maibach, E. W. (2002). Explicating social marketing: what is it, and what isn’t it? Social Marketing Quarterly, 8(4). 7–13. Phelps, J., Lewis, R., Mobilio, L., Perry, D., Raman, N. (2004). Examining consumer responses and motivations to pass along email. Journal of Advertising Research. (333–348).
Notes de l'éditeur
- Might be email, SMS, instant messaging or through social networking sites such as MySpace or Facebook Electronic word of mouth – or word of mouse Some early successful examples include: hotmail’s email signatures, cancer warnings about your shampoo (fear), funny ads, Encourages people to electronically pass along a marketing message using the individual’s own contact network Cost-effective promotion Messages need to evoke a strong emotion to promote forwarding: humour, fear, sadness or inspiration. Phelps et al., 2004
- Messages need to evoke a strong emotion to promote forwarding: humour, fear, sadness or inspiration. Phelps et al., 2004
- VB’s ad campaign that was released this month will not have a television release – it is online only. And in the true spirit of social marketing, they are asking punters to create their own ads, with prizes. This is a follow up from the very successful “Big Ad” that was produced for Carton Draft.
- A way of “marketing” social ideas and behaviours in order to benefit individuals and society as a whole Bright, 2000 Limited resources compared to traditional marketing Maibach, 2002 When examining the motives for forwarding viral advertisements, the desire to &quot;do good&quot; by email forwarders makes viral marketing for social causes particularly attractive Phelps et al., 2004
- 58 emails refused/bounced back, n=1942 The ad was viewed 1800 times 704 people clicked through to access further information at www.10000steps.com.au The cost per customer for visiting the website was $7.10 Online survey tool 411 respondents Response rate of 21%
- Independent samples t tests were conducted to examine the difference between respondent’s attitude to the ad and whether they forwarded the ad to other people or not. Those who found the ad funny, interesting, good cause, surprising, clever, interesting for others & unique, were more likely to forward it. All of these
- Cost of producing viral ads NFP and community organisation restrictions, as can be seen with Surf Life Saving Australia’s viral campaign for national championships