Introduction To Viral Marketing
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Introduction To Viral Marketing
- 1. Introduction To Viral Marketing Presented by Jilan Wagdy E-Marketing Specialist Www.eMarketing- strategies.net Jilan.Wagdy@Gmail.com
- 2. INDEX • Introduction • The basics • Why should you use Viral Marketing? • Examples •The issues • Quick tips • Resources
- 3. Introduction
- 4. WHAT IS VIRAL MARKETING?
- 6. 2009 - N2Ventures Types of viral marketing campaigns: Organic or in the wild campaigns Ex: Susan Boyle, Dell Hell Amplified or controlled campaigns Ex: Blair Witch Project
- 7. The basics
- 8. 3 ASPECTS OF VIRAL MARKETING: • Content • Platform/medium/channel • Seeding
- 9. GOALS Measure your REAL GOALS … NOT just your traffic
- 10. 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
- 11. Why should you use Viral Marketing?
- 12. 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”
- 13. 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”
- 14. 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”
- 15. Examples
- 16. Evian – Live Young campaign Most-viewed viral video ad campaign of the year 2009Most-viewed viral video ad campaign of the year 2009
- 17. Evian – Live Young campaign The success secret was 'Launching hard‘ principalThe success secret was 'Launching hard‘ principal
- 18. Will It Blend !!!!Will It Blend !!!! BLENDTEC
- 19. AMAZING SUCCESS STORY Quite a lot better than comparative newspaper ads…
- 20. Create The Buzz Create The Buzz Blair Witch Project
- 21. First widely released film marketed primarily on the internetFirst widely released film marketed primarily on the internet Blair Witch Project Initial Budget: $20,000 Final Budget : $500,000 - $750,000 Gross Over : $ 248 Million
- 23. Consumers have got a VOICE… and can make or break a brandConsumers have got a VOICE… and can make or break a brand Ford KA – Evil Twin
- 24. banned by the Advertising Standards Authority in the UKbanned by the Advertising Standards Authority in the UK CONSUMER POWER
- 25. BE REALISTIC…BE REALISTIC… Pomegranate - ‘Come To Life‘
- 26. The issues
- 27. KEY QUESTIONS Who do you want to reach? What do you want to communicate? What other tactics will you use? How will you measure success? How can you engage with your audience? What is your budget?
- 28. Quick tips & Tactics
- 29. QUICK, FREE AND EASY TIPS • Give it away for free • Let the customer control the interaction • Keep it small • Don’t promise what you can’t keep
- 30. 2009 - N2Ventures Define the aims of the campaign. Measured ( Online Repetition Management ). Create something that people want to share. Use social media to ensure that content is easy to share. Remove all barriers to participation. Be authentic. Provide incentives. Make the message available. Use a strong call to action. Track, analyze and optimize. Get a little lucky. Viral Marketing Tactics
- 32. 2009 - N2Ventures Word-of-Mouth Spending
- 33. 2009 - N2Ventures Thank You Jilan Wagdy E-Marketing Specialist Www.eMarketing-strategies.net Jilan.Wagdy@Gmail.com
- 34. Resources Wikipedia Blend Tec. PQ Media Special Thanks to T-Viral (Casper Moller)
Notes de l'éditeur
- Viral marketing uses people’s electronic connectivity to increase the velocity of word of mouth. People with similar interests, needs and lifestyles tend to pass on and share interesting and entertaining content.
- The art of creating viral content is knowing the difference between a good idea, and a good idea that’s likely become viral.It’s creating more than just videos.
- First started on July 2009 - 13.8 million views in next week (shattered all Viral Video Chart view count records this week by generating a staggering 13.8 million views, an increase of over 650% from last week.)-- more than twice the amount of all the other campaigns on the chart combined. It's already the most-viewed viral video ad campaign of the year and was launched just last month. Impressive
- The success of this campaign speaks to the importance of pre-launch campaign planning followed by sustained marketing support. 'Launching hard' with lovable content and continually refreshing it with new creative assets seem to be key ingredients for successful viral video ad campaigns. Of course, talented babies help too.
- Tom Dickson, the Blendtec founder, has been nominated for the 2007 YouTube award for Best Series, winner of .Net Magazine's 2007 Viral Video campaign of the year and winner of the Bronze level Clio Award for Viral Video in 2008.Between YouTube and the Will it Blend? Website, the program has now surpassed 100 million hits. Traffic to the company's website has increased by 650% since the introduction of the videos, while Blendtec's online sales have increased five-fold.
- This commercial was banned by the Advertising Standards Authority in the UK after they received numerous complaints about animal cruelty. They even tried to make one featuring a pigeon which is considered to be a pest and that film got banned as well. However, the one above became wildly popular on the Internet and in the end had a far greater impact on brand awareness than could have been achieved through traditional channels so there are pros and cons with everything.
- This commercial was banned by the Advertising Standards Authority in the UK after they received numerous complaints about animal cruelty. They even tried to make one featuring a pigeon which is considered to be a pest and that film got banned as well. However, the one above became wildly popular on the Internet and in the end had a far greater impact on brand awareness than could have been achieved through traditional channels so there are pros and cons with everything.
- logged more than 560,000 visits from more than 190 countries. Pomegranate phone case study http://emarketing-strategies.blogspot.com/2009/05/when-viral-marketing-goes-wrong.html
- compound annual growth rate (CAGR) the report revealed that industry spending increased at a compound annual growth rate (CAGR) of 37.6% from 2003 to 2008