Download - Viral is Social Sharing of Emotions
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“Viral is social sharing of emotions” dal marketing virale al viral branding
Social Business Forum 2011
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le business unit
L’agenzia (consulenza)
La scuola (formazione)
Il sito (editoria)
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gli awards Siamo stati giurati del Future Marketing Awards (Londra, New York e Tokio)
Speaker all’International Word of Mouth Conference (Amburgo, Barcellona e Parigi)
Giurati dell’Art Director Club Global Awards (New York)
Ambasciatori italiani dei Webby Awards (gli oscar del web, New York)
Membri dello IADAS (International Academy of Digital Arts & Sciences)
Fondatori di Wommi (Word of Mouth Marketing Italia)
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Yeah, it’s a marketing
Best Seller!
Il libro
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Secret Title ;)
Come progettare il Viral-DNA
Secret Publisher ;)
Out in Gennaio
2012!
new book
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Perché parlare di marketing virale al social business
forum?
ninjamarketing.it
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1) Perchè il BRAND è un ASSET FONDAMENTALE (anche per la digital economy)
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2) Perchè VIRALE è come il PUNTO G!
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Aspettativa virale
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Re-tweet is digital orgasm?
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Un po’ di storia del virale
ninjamarketing.it
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Hotmail: 12 milioni di di utenti raggiunti con meno di 500.000 dollari in marketing
Oltre $20 millioni spesi in pubblicità da Juno, suo competitor raggiungendo molti meno utenti.
1999
Ilprimobrandedviralmarke0ngfilmèstatoprobabilmente‘Alien
Song’.
CreatodaVictorNavoneperpromuoverelesuecapacitàdi
modellatore3s.
E’finitoalavorareinPixar!
1996
VIRALHISTORY
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VIRALHISTORY
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3) Perchè VIRAL is SOCIAL
(senza condivisione non c’è viralità)
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“Una marca è costituita dall’insieme dei discorsi tenuti su di essa dalla totalità dei soggetti coinvolti nella
sua generazione”
(Semprini)
Branding is Social
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ninjamarketing.it
L’interazioneaHraversoICanalisocialiraggiungeilpuntoincuil’adver0singdivienepartedellaconversazione
2010
VIRAL&THESOCIALWEB
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OLDSPICE“RESPONSECAMPAIGN”
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Progettare il Viral-DNA
ninjamarketing.it
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I° Principio fondamentale del Marketing Non-Convenzionale
Dal BRAND-DNA al VIRAL-DNA© Progetta la natura virale del tuo
brand prima di ogni cosa
Se lo utilizzate almeno citate la fonte ;)
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Ma come si progetta il Viral-DNA?
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qualcuno ha sintetizzato in:
SEX, PETS AND ABSURD!!!
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• CRITICA POLITICO/SOCIALE • BIZZARRO (WEIRD) • SESSO/TABU’ • NON VISTO (proibito/che non si può vedere) • CINISMO/POLITICAMENTE SCORRETTO • IRRIVERENTE • ROMANTICISMO/TENEREZZA/SENTIMENTI • PARODIA
FENOMENOLOGIA dei video virali
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Ma...
Pensiamo alle cose più virali del mondo?
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E il BRANDING, L’EQUITY DOVE LA METTIAMO?
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Dice il ninja
“Virale è la condivisione sociale delle emozioni”
Se lo utilizzate almeno citate la fonte ;)
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robert plutchik
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Quali sono le emozioni più virali?
gioia
rabbia
tristezza
paura
sorpresa
Kelly School of Business - Indiana
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Si può pensare al virale in termini strategici?
VIRAL BRANDING
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La società “new lifestyle”
Asse Socio-Economico
La società dà sempre più valore al nuovo asse socio-consapevole
Asse Socio-Consapevole
Incivili
Civili
Poveri
Ricchi Civili
Credits: Marco Roveda
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L’evoluzione del marketing El
emen
ti
’50-’60 ’60-’70 ’70-’80 ’80-’90 ’90-’00
I cinque elementi rappresentano oggi il “Prodotto Perfetto”
Eco-sostenibilità
Equo-solidarietà
Valori
Anni
Credits: Marco Roveda
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Se lo dice Kotler…
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I0° Principio fondamentale del Marketing Non-Convenzionale
Dal Brand Positioning al Sense Providing Non cercare un posizionamento ma il
tuo senso nella società
Se lo utilizzate almeno citate la fonte ;)
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VS.
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I brand sono come dei partiti, le persone votano.
Le persone utilizzano i brand per realizzare i propri progetti esistenziali.
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Mirko Pallera Strategic & Creative Director
Mail: [email protected] Twitter: @ninjamarketing
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