Viral marketing, word of mouth marketing, social media marketing. What's new in marketing and advertising, How to go viral (Viral formula), how can I implement a social media strategy, Guerrilla marketing concepts and best campaigns. Discover the best social media and viral marketing practices and The New Rules of Viral Marketing. Presentation for Real Madrid School (European Univeristy of Madrid) Contact me to download conversemos@juanmarketing.com See more in http://www.juanmarketing.com/

1. JUAN SÁNCHEZ BONET NEW TRENDS IN MARKETING: VIRAL, GUERRILLA, SOCIAL MEDIA Viral Formula Inside

3. 1-INTRODUCTION: What’s new in Marketing 2- GUERRILLA marketing 3- VIRAL marketing 4- SOCIAL MEDIA Introduction 5- IDEAS

4. «LET’S START WITH 2 VIDEOS»

5. ¿Social Media Revolution?

6. Write the Future - Nike Just in 4 days

7. «1- WHAT’S NEW IN MARKETING»

8. 1- The consumer doesn’t believe anymore Overstated messages, leadership, etc Advertising communication McDonalds has the good security certification from thefrom the Federación Española de Hostelería (FEHR) 1

9. 2- The loss of Mass Media efficiency “ Half my advertising is wasted, but I don't know which half ” I pay more and I have less!... So, what’s wrong? Typically, media investment represents 75% of the total advertising budget 1

10. 2- The loss of Mass Media efficiency Has you seen my new MAILBOX? Your advertising goes here ¿Robinson Lists? 1

11. 3- Media Saturation Buzz Marketing Media Saturation- Ultra Presence, Urban Spam, Advertising TV 15-20% More than 4000 Ads impacts per day 1

12. 4- Brand doesn’t mean Company BEFORE BRAND MEANS WHAT COMPANIES SAYS TO THEIR AUDIENCE Source: Buzz Marketing : pourquoi ça a marché ? Vanksen-Culturebuzz, Emmanuel Vivier 2009 1

13. 4- Brand doesn’t mean Company BRAND IS THE TOTAL AMOUNT OF WHAT PEOPLE SAY, FEEL OR THINK ABOUT YOUR PRODUCT, SERVICE COMPANY NOW BUZZ Source: Buzz Marketing : pourquoi ça a marché ? Vanksen-Culturebuzz, Emmanuel Vivier 2009 1

14. 4- Brand doesn’t mean Company Source: The Audience is always right, mad-blog 1

15. 5- Media Fragmentation Buzz Marketing Nowadays companies need to be in many and in specialized Medias : Mass Marketing becomes Niche Marketing 1

16. 5- Media Fragmentation Buzz Marketing ¿HAVE YOU EVER HEARD ABOUT “LONG TAIL”? 1

17. "Advertising is the price you pay for not realizing the value of building your passionate tribe" Dr. Mani Sivasubramanian Source: The Audience is always right, mad-blog 6- Audience traditional concept is changing 1

18. 5- Audience traditional concept is changing

19. Source: New Marketing – Intersection Consulting 7- From the Push to the Pull Strategy 1

20. Participation Active Role Building together Connection Source: The Audience is always right, mad-blog 7- From the Push to the Pull Strategy Engagement is the new marketers job 1

21. 8- People want Entertainment LET’S PLAY TOGETHER 1

22. 9- Web is open and participative Now, regardless of whether we want it or not, the Web is “open” 1

23. 10- The new Consumer = Prosumer CONSUMER + PRODUCER = PROSUMER Now I can also produce, share and create content 1

24. 11- The Real Time web Past is not attractive anymore…We Want NOW 1

25. 11- The Real Time Web 1

26. To Sum it Up Source: http://www.theinfluencers.ca/why_wom.php 1

27. To Sum it Up Word of mouth Buzz marketing Viral marketing Community marketing Social media marketing Influential marketing Referral Programs Guerrilla marketing Global Paradigme Refer your friends Influence, bloggers, Social Media Hight Impac, Publicity Budget, Street Easy to forward Product Seeding Communities 1

28. «2- GUERRILLA MARKETING»

29. 1- What’s Guerrilla Marketing? Buzz Experience Action Mix Impact Not big Budget Creativity Publicity Art 2

30. U nconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget . Typically, guerrilla marketing campaigns are unexpected and unconventional ; potentially interactive ; and consumers are targeted in unexpected places . 1- What’s Guerrilla Marketing? 2

31. * For the small business and entrepreneur . * It should be based on human psychology rather than experience, judgment, and guesswork. * Instead of money, the primary investments of marketing should be time, energy, and imagination. * The primary statistic to measure your business is the amount of profits , not sales. * Instead of concentrating on getting new customers, aim for more referrals , * Forget about the competition and concentrate more on cooperating with other businesses. * Combination of marketing methods for a campaign. * Use current technology as a tool to build your business. * Messages are aimed at individuals or small groups , the smaller the better. 1- What’s Guerrilla Marketing? PRINCIPLES OF GUERRILLA MARKETING 2

32. 2- Types of Guerrilla Marketing? Guerrilla Marketing is On and Off line, but it was once called STREET MARKETING because we used to place it in the street. AMBIENT MARKETING : Marketing takes profit of elements that already exist on the street giving them a special meaning or function AMBUSH MARKETING: marketing campaign that takes place around an event but does not involve payment of a sponsorship fee to the event. 2

33. AMBIENT MARKETING STREET MARKETING Ajax Holanda - Adidas Hopi Hari FunFair AMBUSH MARKETING Cricket Cup 2 2- Types of Guerrilla Marketing?

34. FLASHMOB is a large group of people who assemble suddenly in a public place, perform an unusual and pointless act for a brief time, then quickly disperse 2 2- Types of Guerrilla Marketing?

35. BEST Guerrilla Marketing 2

36. «3- VIRAL MARKETING»

37. 1- What’s Viral Marketing

38. 1- What’s Viral Marketing? 3

39. 1- What’s Viral Marketing? Easy to Forward Contagious Virus Exponential Infection “ Pásalo” Spread 3

40. 1- What’s Viral Marketing? Word of Mouth Marketing approach that centers on its ability to spread information across, exponentially in the fastest and most simple way possibly by making it easy to forward to the consumer. 3

41. 1- What’s Viral Marketing? It's the name given to that moment in an epidemic when a virus reaches critical mass. It's the boiling point. It's the moment on the graph when the line starts to shoot straight upwards. “ Viral Marketing is like succeeding in Hollywood: every actor wants to do it, only a few succeed” Emakina "Viral is a thing that happens, not a thing that is" Faris Yakob 3 Fuente: baekdal.com

42. 2- Viral Marketing Theories How people adopt new products and technologies 3

43. 2- Viral Marketing Theories I’ts the name given to that moment in an epidemic when a virus reaches critical mass. It's the boiling point. It's the moment on the graph when the line starts to shoot straight upwards. 3 Source: baekdal.com

44. 2- Viral Marketing Theories Identify Fans and Opinion Leaders, Create a unique message and Take benefit of the context… The Law of the Few The Stickiness Factor The Power of Context It’s this “something” in a message what make it memorable immediate / unprecedented/ Interactive/ inimitable "Epidemics are sensitive to the conditions and circumstances of the times and places in which they occur." 3

45. 2- Viral Marketing Theories Looking for the Exponential effect Source: Emakina Slideshare 3

46. « PERO…¿POR QUÉ? » YO Soy una Escuela Líder 2009

47. 3- Viral Formula “ Virality” is consequence of the coherent implememtation of some Elements / Parameters that we have mixed on the right way (or by chance), conditioned by a group of Enhancers and the right election or combination of some Creative Ways that work for the moment. So, when these elements can stimulate a powerfull Call to Action =“Share It”…Then, we can talk about “Virality” = LT+FT+DC+SI+OE+AR V Elements / Parameters Creative ways Enhancers 3

48. « PERO…¿POR QUÉ? » YO Soy una Escuela Líder 3.1 Elements «VIRAL FORMULA» 3

49. 3- Viral Formula - ELEMENTS 1- OPINION LEADER TARGET = LT +FT+DC+SI+OE+AR 1 Opinion Leader Targer= 1 Active Opinion Leader = 1 Opinion Leader (n) n n= % of improvement between a mass campaign and a targeted one. * To raise to the power of n , because the message spreads exponentially to the target who are target of the OP and so target of the campaign. Opinion Leader Critical Mass Target Fans Passionated Elements / Parameters 3

50. 3- Viral Formula - ELEMENTS 2- EASY TO FORWARD = LT+ FT +DC+SI+OE+AR Elements / Parameters K EEP I T S IMPLE S TUPID… 3 Easy to suscribe Easy to add Easy to watch related videos Easy to comment Easy to measure the success Easy to forward and save as favourite Easy to see

51. 3- Viral Formula - ELEMENTS 3- SHORT DURATION = LT+FT+ DC +SI+OE+AR SPOT TV Traditional TechCrunch says 15-30’’ "What's good, when brief, is twice as good" Source: http://farm2.static.flickr.com/1389/1265330179_d762061d2c.jpg Viral Video “Amo a Laura” almost 2 mins Viralfactory List 2008 80% + 1 min 30-45’’ Commercials 3

52. 3- Viral Formula - ELEMENTS 4- POWERFUL SURPRISE = LT+FT+DC+ SI +OE+AR Elements / Parameters Saturation Overcommunication NOT normal EHHHH!! WTF!! 3

53. 3- Viral Formula - ELEMENTS 5- KEY ELEMENTS OPTIMIZATION = LT+FT+DC+SI+ OE +AR Elements / Parameters THUMBNAIL TITLE TAGS COMMENTS 3

54. 3- Viral Formula - ELEMENTS 6- OPEN REMIX = LT+FT+DC+SI+OE+AR Elements / Parameters The user will decide Risk Are you willing to let parody your viral? 3

55. 3- Viral Formula - ELEMENTS 3

56. « PERO…¿POR QUÉ? » YO Soy una Escuela Líder 3.2 Enhancers «VIRAL FORMULA» 3

57. 3- Viral Formula - ENHANCERS « PERO…¿POR QUÉ? » YO Soy una Escuela Líder « PERO…¿POR QUÉ? » YO Soy una Escuela Líder More spicy please 3

58. 3- Viral Formula - ENHANCERS No Branding Transmission Icentive Enhancers are extra variables that improve the viral power Chorus “ Be On” Customization Series Challenge 3

59. 3- Viral Formula - ENHANCERS 1- NO BRANDING = Enhancers The user will decide 3

60. 3- Viral Formula - ENHANCERS 2- TRANSMISSION INCENTIVE = Enhancers Be careful 3

61. 3- Viral Formula - ENHANCERS 3- CHORUS = Enhancers When you don’t know how to say something, say it singing… Coca-Cola chiwawa WassUp!! Budweiser 3

63. 3- Viral Formula - ENHANCERS 4- BE ON = Enhancers What’s Buzzing Right Now? 3

64. 3- Viral Formula - ENHANCERS 5- CUSTOMIZATION = Enhancers Me!! Dancing In marketing, customization improves your campaign succes 3

65. 3- Viral Formula - ENHANCERS 6- SERIES = Enhancers It’s time to create unbelievable histories 3

66. 3- Viral Formula - ENHANCERS Why do you think “Write the Future” is a total success? 3

67. 3- Viral Formula - ENHANCERS 7- CHALLENGUE = Enhancers I bet that we can reach…. Poner imagen tuenti… a que llegamos a 1 millon se seguidores de la roja 3

68. 3- Viral Formula - ENHANCERS 3

69. 3- Viral Formula - ENHANCERS 3

70. « PERO…¿POR QUÉ? » YO Soy una Escuela Líder 3.3 Creative Ways «VIRAL FORMULA» 3

71. 3- Viral Formula – CREATIVE WAYS True or Not Natural authenticity Creative Ways that have been used by producers The Sexy Humour Unusual VS The Cool 3

72. 3- Viral Formula – CREATIVE WAYS 1- TRUE OR NOT = Creative Ways Is That True or not? 3

73. 3- Viral Formula – CREATIVE WAYS 2- NATURAL AUTHENTICITY = Creative Ways It’s not being Freaky, It’s being Authentic 3

74. 3- Viral Formula – CREATIVE WAYS 3- NATURAL AUTHENTICITY = Creative Ways Do you like me?… Click here 3

75. 3- Viral Formula – CREATIVE WAYS 4- HUMOUR / MOOD = Creative Ways Outtakes or Bloopers Hidden camera Feel Ridiculous 3

76. 3- Viral Formula – CREATIVE WAYS 5- UNUSUAL = Creative Ways 3

79. 3- Viral Formula – CREATIVE WAYS 6- VS = Creative Ways 3

80. Some Marketers named this “The Goliath Effect” The key motivating factor is often an us versus them approach, with the users as the underdog battling a giant corporation or politician or social structure. “ THE GOLIATH EFFECT” 3

81. 3

82. 3- Viral Formula – CREATIVE WAYS 7- The Cool = Creative Ways It’s just COOL man 3

83. Viral Campaign with CALL BACK? Users give their phone numbers and receive a call from “someone” who surprises them BEST Viral Marketing 3

85. SOCIAL MEDIA MARKETING

86. Social media marketing is “real marketing”. Marketing using social media network to CONNECT and ENGAGE with your consumer in a “real way” 1- What’s SOCIAL MEDIA MKT? 4

87. Listen Fans Community Management Engagement Tribes ORM Monitoring 1- What’s SOCIAL MEDIA MKT? 4

88. WHY? 1- Why SOCIAL MEDIA MKT? 4

89. And you call yourself t he one who came up with Word of mouth marketing? ¿Doesn’t it means conversation?

90. Why talking with a megaphone when you can find them closed? Do you think they are deaf?

91. You all have fallen also in the short-sightedness of marketing.

92. M uch ado about nothing

93. You only have been worried about showing to your predecessor s that you could be in Mass Medias for free..

94. Starbacks has more than 5 million fans on facebook. Nor the best viral campaign is capable of obtaining that.

95. Thank you for getting us out of using advertising egocentric philosophy .

96. Together we will be the true revolution of new marketing!

97. Before talking, listen…

98. From: Masterclass mkt digital ICEMD 2010 – Christian Palau Chance? 2- Why SOCIAL MEDIA MKT? 4

99. "Advertising is the price you pay for not realizing the value of building your passionate tribe" Dr. Mani Sivasubramanian 2- Why SOCIAL MEDIA MKT? 4

100. SO what? 3- SOCIAL MEDIA MKT Framework 4

101. 1- Benchmarking best social media practices 2- Get ready to listen your target 3- Analyze what social media is suitable for your objectives and target 4- Evangelize your team and clients 5- Develope your Digital 2.0 Identity (Marketing plan + Content Strategy) 6- Monitoring… 7- Test, Mesaure…And learn. 3- SOCIAL MEDIA MKT Framework 4

102. 3- SOCIAL MEDIA MKT Framework 4

103. 4- SOCIAL MEDIA MKT is change 4

104. 4- SOCIAL MEDIA MKT is change 4

105. 5- IDEAS

106. IDEA 1 What about launching your campaign to 5, ( sorry, today more than 7) millions fans? Before going viral, focus on building your tribe 5

107. “ The basis of MARKETING hasn’t changed… Only possibillities to CONNECT and ENGAGE with your target…So take profit from them” IDEA 2 5

108. “ So, If Consumers have changed, Marketing (The Consumer Science) must change” IDEA 3 5

109. “ Don’t worry about differents marketing SURNAMES… I only know two, the GOOD and the BAD one” IDEA 4 5

110. I would be happy if you got the…

111. THANKS for your time But don’t miss it ;-)

112. THIS WORLD IS FULL OF PASSION I hope to see you soon... Juan Sánchez Bonet Social Media Buzzing Consultant http://juanmarketing.com/ [email_address]