viral marketing - libmark seminar - 23 october 2009
TRANSCRIPT
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Viral Marketing is not a disease…
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But it can be contagious
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Viral marketing is a marketing method, which encourages people to pass along a marketing message through word of mouth or by other communication means.
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Social scientists tell us that each person has a network of 8 to 12 people in their close network of friends, family, and associates.
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There is the potential for exponential growthin the message’s exposure and influence
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As a Marketing method it’s cheap and sustainable: once you’ve made your marketing material, it’s practically free to distribute.
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Tips for great viral marketing
Stand out from the crowd…
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Make sure your viral message is emotionally charged enough for people to forward it on…
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Something weird, naughty or unexpected is the cornerstone of successful viral marketing
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Make sure you’re telling a story that people will want to share. It doesn’t have to have a plot or dialogue, but it should build a connection with the audience.
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Tips for using YouTube for viral marketing
1. Creating a video is easy, and posting on YouTubeis free.
2. Homemade is just fine.
3. Your video should be no longer than three minutes (preferably shorter).
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4. Make your description clear and specific.5. Don’t attempt “stealth” fake customer
insertions. (Obvious product placement is OK!)
6. Consider inviting your customer communities to submit video.
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7. Tell everyone about your video!
8. Make surebloggers knowabout the video.
Above all,have fun!Don’t be afraid to go out there and experiment.
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Not all Viral marketing requires a big production ad – a simple email can be just as effective.
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Offer a valuable and tangible incentive that will entice individuals to forward the email message to friends.(Valuable of course doesn’t necessarily mean expensive)
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Beware the spam…
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Respect Privacy – A name and an email address provided by a persons friend does not automatically make the referral a Customer!
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Hi Libmark Seminar Attendees,Have I got a message for you!
Personalise!As with direct mail, response rates increase considerably when users can see that a message is coming from a familiar source.
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Some reallygood examples…
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Evolution" was developed to promote a series of Real Beauty Workshops and online tools for girls and their mothers/mentors.
http://www.campaignforrealbeauty.com.au/dove-self-esteem-fund/default.aspDove Evolution
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Hotmail is one of the most classic examples of successful viral marketing. They offered free e-mail to the masses, and simply attached a signature at the bottom of each e-mail message that promoted their free service.
Hotmail
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Burger King Subservient Chickenhttp://www.bk.com/en/us/campaigns/subservient-chicken.html
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Fruit Bursthttp://www.youtube.com/watch?v=JZlhHsMXl6Y&feature=player_embedded
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And some, well, maybe not so great
examples…
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Frankston Library Coffeehttp://www.youtube.com/watch?v=buKgs6gfVPY
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Questions?