Viral Marketing, Igniting the Buzz

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How do you harness the power of viral marketing? Sallie Burnett has brought together industry leaders to share with you the secrets of leveraging Web 2.0 techniques to ignite the buzz from people passing on information, recommendations and referrals about your company to a wide, yet focused circle of acquaintances.

Transcript of Viral Marketing, Igniting the Buzz

  • 1. How to Ignite a Killer Viral Marketing Campaign

2. How to Ignite a Killer Viral Marketing Campaign

  • Sallie Burnett , President, Customer Insight Group
  • Jason Billingsley , VP of Innovation, Elastic Path
  • Bill Hanekamp , CEO, The Well, Inc.
  • Chase Norlin , CEO, Pixsy

3. How to Ignite a Killer Viral Marketing Campaign 4. Why Are We Here Today?

  • 89% of US adult Internet users share content with friends, family and associates by email, and do so often.
  • 63% of respondents share content at least once a week, and 25% share daily or almost daily.
  • The emails are usually shared with more than one person, with 75% of respondents forwarding content to up to six other people.

Source: eMarketer Inc. 2008 5. Defining Viral Marketing

  • Viral marketing is consumer to consumer marketing that goes beyond just word of mouth.
  • Viral marketing is about spreading your message through networks. Meetings, social networks, family gatherings, community groups, phone calls, peer pressure, media, email and blogs. Successful viral marketing is by persistence, passion and purpose.

6. TYPES OF VIRAL CONTENT What do the people want to see? 7. Word of Mouthdoes not =Viral

  • Loses momentum (Ripple)
  • Ongoing
  • Mostly Unplanned
  • Gains Momentum (Tsunami)
  • Sporadic
  • Often Planned

8. Humour Office Max: Penny Pranks 9. Passion Winelibrary: Gary Vee on WLTV 10. Shock/Disbelief Blendtec: Will It Blend? 11. Instructional Folica: Hair How-tos 12. Fun Office Max: Elf Yourself 13. Remarkable Zappos: Customer condolence 14. Emotional 1-800-Flowers: Mothers Day Video 15. Opportunistic Mr.Cupid 16. ALWAYS REMEMBER!

  • It does not have to cost a lot
  • It has to have an angle
  • Tie-in your brand or message
  • Proper seeding isoftenessential
  • Have FUN!
  • BTW is it repeatable?

17. Those funny-sounding Web 2.0 names can seriously lower your marketing budget. You have killer content. Now what? 18. 10-100 new Web 2.0 companies daily 19. Why social media? 20. Rule #1: Not predictive 21. We dont see what failed. We only see the tip of the iceberg. The very few that succeeded. Since we dont see the ones that failed, we really dont know why the few were successful. If we did, we could predict future successes. Which we cant. 22. Rule #2: Experiment. A lot. 23. Step #1: Blog It

  • Free software
  • Comment
  • Subscribe (RSS)
  • Share
  • Blog as Newsletter
  • Comment on Others

24. Step #2: Post to Facebook 25. Step #2: Post to Facebook Post to other appropriate sites (dont forget niche sites): 26. Step #3: Post to YouTube 27. Step #4: Twitter It 28. Step #4: Twitter It 29. Step #5: Share It 30. Step #6: Track It 31. Summary Rule #1: Not Predictive Rule #2: Experiment Step #1: Blog it. Participate in other blogs. Step #2: Post it (Facebook, YouTube) Step #3: Twitter it Step #4: Share it Step #5: Track it 32. Igniting a Killer Viral Marketing Campaign 33.

  • Optimizing for Video Search Engines =
          • Free traffic
          • Content exposure
          • Ad revenue

34. How Do I Show Up Here? 35. Get Discovered!

    • Add rich metadata
      • (most video search today still based on metadata)
    • Push out RSS/MRSS and update frequently
    • Contact and submit to video search engines

36. Got a Site?Run Video Search on it!

  • Private Label Video Search =
  • More searches
  • More pageviews
  • More ad revenue
  • More pages for Google to crawl

37. Thank You! Please be sure to fill out your evaluation formand turn it into the room monitor or a staff member. Thank you. Chase Norlin, CEO Pixsy [email_address] Bill Hanekamp, Co-founder & CEOThe Well, Inc. [email_address] Jason Billingsley, Co-founder & VP Innovation Elastic Path Software [email_address] Sallie Burnett, PresidentCustomer Insight Group, Inc.[email_address]