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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In questa presentazione viene spiegato come pensare al marketing virale in termini strategici, ovvero dal viral marketing al viral branding

Transcript of 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?

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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

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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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L’interazioneaHraversoICanalisocialiraggiungeilpuntoincuil’adver0singdivienepartedellaconversazione

2010

VIRAL&THESOCIALWEB

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OLDSPICE“RESPONSECAMPAIGN”

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Progettare il Viral-DNA

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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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