viral marketing in social media by tom denegre

www.MarketingScope.net

VIRAL MARKETING IN SOCIAL MEDIABy Thomas Denegre


Powerpoint Template

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It took radio 38 years to reach 50 million listeners.

Pre-Cable TV took 13 years to reach 50 million users.

The internet took four years to reach 50 million people...

In less than nine months FaceBook added 100 million users.


T h o m a s D e n e g r e

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VIRAL MARKETING IN SOCIAL MEDIA

For less than $1,000 a viral marketing campaign, can reach thousands of people, if not millions.

That’s the easy part.

Success is building momentum and conversion.



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Blendtec – “Will It Blend?” Campaign

Blendtec “Will It Blend” Campaign• Staged video campaign using

YouTube• Blended golf balls, an iPhone, and

marbles• iPhone was shredded into black

powder and bits of plastic

RESULTS

• Logged 8 Million viewers on YouTube• Sales increased by 800%

http://www.youtube.com/watch?v=DLxq90xmYUs&feature=channel






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Burger King – “Subservient Chicken

Man”Burger King “Chicken Man” • Staged video campaign whereby you

can send commands to the chicken man to perform.

• Tell him to run, jump, and play dead and he’ll do it.

RESULTS

• In 24 hours they had 1 million viewers

• In one week they had 8 million

http://www.bk.com/en/us/campaigns/subservient-chicken.html

http://www.bk.com/en/us/campaigns/subservient-chicken.html



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Content Democratization

Advertising Transition from P U S H to P U L L

We are migrating from push advertising to pull; allowing users greater access, participation,

collaboration, and control.

All of it based on …



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Content Democratization

• Trust is the cement bonding the sender to the receiver.

• Trust heightens relationships, loyalty, purchasing, and repeat customers.

• Trust allows content sharing, collaboration, and collective wisdom.



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Social Media Expectations

• 74% expect companies to participate in joint conversations

• 62% of users believe they can influence business decisions

• 24% of users contributed their point-of-view on an issue

2009 Cone Consumer New Media Study



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Web 2.0 Attributes

It’s all about conversations, sharing ideas, and collaborations

With ease of access, scalability, and control.Words, Blogs, Forums

Audio

Video

Projects

To ShareTo Create

To BuildTo

Collaborate



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Popular Online Activities



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Law of Web 2.0 Participation



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Five Stages in Viral Marketing



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Enhancing User Participation

Create multiple touch points for users to reach you.

Make it easy… • To find you

• To Share Content

• To Comment

• To Recommend

• To Control

Your website



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Building a community of like minded people can empower greater influence in worldly events



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Allow your users to make;

• Comments

• Recommendations

• Testimonials



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Viral Marketing Attributes

The content should be:

FREE

Relevant to Audience

Emotionally Charged

Quickly Understood

Sender Feels Empowered

Portable & Scalable

My Last Photograph



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Emotional & Behavioral Drivers

Common emotional trigger points• Sense of being first to

know or exclusivity

• Being inside or one of the “cool” people

• Powerful drive to connect what is felt

• The conscious emotion of being social

• The unconscious emotion of survival

Last Vacation



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What is NOT Viral Marketing

This is not Viral Marketing

Two Don’ts

• No obvious self-serving ads, unless they are funny, highly clever, or entertaining

• Never compel people to forward their emails



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Behavioral Targeting & Lead Generation Solutions

Anticipate people’s emotions and behavior• Predict user

behavior

• Know purchasing patterns

• Nurture qualified leads

• Develop higher conversions rates



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Attention Economy

A market place to exchange your scarce time and attention.

Free news if you look at our ads

Free search tools if you look at our ads



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Attention Economy

If you want their attention

Make your information or service relevant to their needs.

Channel your content through the appropriate gathering spots .

Endorsements – make your customers trusted references.



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Building Your Viral Marketing Campaign

1. Planning2. Story3. Distribution4. Momentum5. Measure

Five Step Process



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Step 1 - Planning

What are your goals?

• To sell something

• Build awareness

• Capture attention

• Engage in a conversation

• Call to action

• Retain Customers



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Step 1 - Planning

Identify Your Target Audience

• What are their needs and desires?

• If purchasing, how do they research and consider?

• What other websites do they visit?

• Which social sites attract your best customers?

• Research blogs & forums to determine your reputation



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Step 1 - Planning

Finding Your Target Audience

• Determine users based on specific interests and intent

• Target according to behaviors, demographics, or psychographics



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Step 2 – The Story

Build a story that has wings to fly Story attributes

• Stories are highly emotional begging to be shared.

• Story must be original and sticky

• It’s relevant to your audience

• Allow multiple entry points to see the story; website, blogs, TV, print, tie-ins,

• There should be a reward at the end. What’s in it for me?



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Step 2 – The Story

The story compels a conversation Campaign attributes

• When the story catches be prepared for sequels, bloopers, interviews, etc.

• Encourage comments

• Engage conversations

• Keep it personal – let users have access to your stars



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Step 3 – Distribution

Drive multiple points of distribution

Traditional Channels

• Television• Radio• Print

Internet Marketing• Email• Website,

Microsites• Video, Audio• Images



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Step 3 – Distribution



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Step 4 – Momentum

All viral marketing campaigns require multiple steps and components to sustain momentum.

• Multiple distribution points

• Multiple components

• Multiple calls to action



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Step 4 – Momentum

Monday Night

FootballTV Ad

Same AdYouTube

8 Million Viewers

3.7 Million Viewers

850,000BetaUsers

Sold3 Million Copies

First WeekScavenger Hunt using micro websites, blogs, forums,

and traditional media

Invitation to be a Beta

User

Video Back Story of Game

12 Month Strategy Launching Halo 3

Traditional Media

Internet Channels



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Step 5 – Measure and Manage The Customer Conversation – Closed Loop



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Inbound MarketingSEO / SEMArticles, Webinars, Blogs, White Papers,eBooks, Videos,PPC, Banner Ads, Email, Forums,Social Media

Forms & SurveysTriggered DialogMicrositesLanding PagesSocial MediaBlogs

Lead ManagementWeb AlertsWeb AnalyticsCall To ActionForm FillPurchase

Forms & SurveysTriggered DialogMicrositesSocial MediaCommercial EmailBlogs

Merge with CRMConsolidate all data into one view to analyze Return On Investment

Step 5 – Measure and Manage



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What the User wants

• 85% of users want to be informed by the company on product composition

• 44% of users are searching for, sharing or discussing information about corporate responsibility




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What the user also wants

New media users are even more likely to bypass dialogue for action:

• 30% have made a purchase based on POSITIVE information learned about a product, company or brand

• 23% have switched brands or boycotted a company based on NEGATIVE information learned about a product, company or brand




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Conclusion

Success in Viral Marketing in Social Media

• Begin with the end in mind• Build Trust, Authenticity, and Transparency

• Stories are original and emotional• Content is relevant, free, accessible, portable, and

scalable• Momentum requires multiple touch points, channels,

and platforms• Understand the attention economy• Convert• Measure• Respond



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Thank you for your attention



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Thought Leadership Author

Thomas DenegreColumbus, OH

[email protected]

U.S. Navy Pilot

Magazine Group Publisher• Awarded General Manager of the Year for 5

consecutive years for highest sales out of 180 markets.

• Launched and managed three successful city magazines

Software & Technology Marketing & Sales• Search Engine Marketing , Search Engine

Optimization, Product Marketing, Strategic Marketing, Sales Enablement, Brand Marketing, Customer Relationship Management

• CBCInnovis, Cincom Systems, Quest Software, Vertafore, Wolters Kluwer, Greif Packaging, Emerson Network Power, Ohio Savings Bank, Haas Publishing Company, and Harmon Homes Publishing

mailto:[email protected]

viral marketing in social media by tom denegre

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