PREPARETO FAILON VIRAL MARKETING

NOT

by Mu’min Santoso @msantoz

Monday, July 22, 13

Viral marketing is an idea that spreads and that while it is spreading actually helps market your

business or cause

- Seth Godin -

Monday, July 22, 13

MISSIONMake people spread our message voluntarily

Monday, July 22, 13

THE CHECKLIST

Monday, July 22, 13

KNOW YOUR AUDIENCE

“your product may not naturally be contagious, but understanding why people talk and share can allow

you to create a campaign”

- Jonah Berger -

Monday, July 22, 13

WHY THEY’LL SHARE?

They love social currency“If a piece of content makes people seem smart, they’re more likely to share it with their friends.”

- Jonah Berger -

Monday, July 22, 13

THE VIRAL HOOK

People don’t engage with each other to exchange viruses. People exchange viruses as n excuse to engage with each other

Monday, July 22, 13

THE VIRAL HOOK

Create a contagious content

Monday, July 22, 13

Contagious Content

ContextCreativity

Value

CONTAGIOUS FACTOR

Easily

Monday, July 22, 13

CREATIVITY

Contagious; why things Catch On by Jonah Berger

ACTIVATE HIGH-

AROUSAL EMOTIONS

Monday, July 22, 13

CREATIVITY

Contagious; why things Catch On by Jonah Berger

TEST IT BEFORE

EXECUTE

Monday, July 22, 13

7 HIGH-AROUSAL EMOTIONS

Fear

JoySurprise

Anger

AnxietyAwe

Monday, July 22, 13

CONTEXT

• Positive Value

• Strengthen my bond

•Define our collective identity

• Give me status

Monday, July 22, 13

DEFINING INDEFINABLE

RelevancyCreativity Surprising

Interesting

Intense(awe-inspiring)

Positive

Actionable

Monday, July 22, 13

DEFINING INDEFINABLE

The OfferingThe Hook

Monday, July 22, 13

Monday, July 22, 13

THE TOUCH POINTS

TARGET AUDIENCE

Digital Behavior

Place of Interest

Habit

Mobile

Web

Soc-Med

Works

School

ReferencesSport

Monday, July 22, 13

THE TOUCH POINTS

Target'Audience'

Schools'

Universi5es'

Public'Transport'

Canteen/'Food'Court'

Internet'Kiosk'Sports'Club'

Music'Concert'

Shopping''Mall'

Internet'

Monday, July 22, 13

TIMING & PHASING

Seed the viral spread

Refresh & Re-seed

measure and optimized

Monday, July 22, 13

&DOS DON’TS

Monday, July 22, 13

&Make it easy to share

DOS DON’TS

Monday, July 22, 13

&Make it easy to share Restrict Access

DOS DON’TS

Monday, July 22, 13

&Make it easy to share Restrict Access

Create content that makes people react

DOS DON’TS

Monday, July 22, 13

&Make it easy to share Restrict Access

Create content that makes people react

Assume you must be controversial

DOS DON’TS

Monday, July 22, 13

&Make it easy to share Restrict Access

Create content that makes people react

Assume you must be controversial

Define the purpose

DOS DON’TS

Monday, July 22, 13

&Make it easy to share Restrict Access

Create content that makes people react

Assume you must be controversial

Define the purpose Disappear after going viral

DOS DON’TS

Monday, July 22, 13

&Make it easy to share Restrict Access

Create content that makes people react

Assume you must be controversial

Define the purpose Disappear after going viral

Respond to comments

DOS DON’TS

Monday, July 22, 13

&Make it easy to share Restrict Access

Create content that makes people react

Assume you must be controversial

Define the purpose Disappear after going viral

Respond to comments Get upset over negative comment

DOS DON’TS

Monday, July 22, 13

“It’s like a batting average in baseball; no one hits a home run every time. But it’s also not luck. By

understanding the science of word of mouth, you improve your average.”

- Jonah Berger -

Monday, July 22, 13

Monday, July 22, 13