'Viral Marketing' with Prof. Damien McLoughlin MBS '93

and guest speaker Dr. John Fanning BComm '64

Dr. John Fanning

Author of 'The Importance

of Being Branded: An Irish

Perspective'

Prof. Damien McLoughlin

Director, Executive Education

UCD Smurfit School

AGENDAThe webinar will cover the following key areas:

*   The Importance of Viral Marketing *   How Viral Marketing has changed marketing

*   Death of the 30-second TV commercial - the need for innovation in marketing

25 minutes

Questions and Answers - 15 minutes

Executive EducationUpcoming Marketing

ProgrammesDigital Marketing: Transforming

Business29th September – 1st October

Dr. John Fanning

Performance Driven Marketing10th – 12th November

Prof. Damien McLoughlin

Email exec.ed@ucd.ie for further information or telephone 716 8889

Social MediaTransforming the Landscape

John Fanning

Transforming the Media Landscape

Mid 15th century - printing press

-1800 - telegraph/telephone

-1850 - recorded media - music film

-1900 - transmission of sound, film

-Late 20th century - the internet

Implications

• All media converge on one channel

• Everyone - the former audience become potential producers

– the greatest expansion of creative capacity in history

• It’s not just that people can now speak directly back to business

– but that they can speak to each other in public about businesses.

Philosophical Underpinning

• Roots in 1960s counter - culture

• A mixture of the academic, the hippie, the peasant and the geek

• Critical values include - collaboration, creative expression, meaning

Plus ca Change

• Radio didn’t kill press, television didn’t kill radio, the internet won’t kill the 30sec commercial

• At the end of the day - it’s not about new technology - it’s not about new media - It’s about new messages.

What Is Social Media????

A Conversation Based Online

Social Media Landscape

It’s not just Facebook & Twitter

And it differs from Traditional Media

technologyis

theconduit

Source: Wikipedia

Social media is based on the integrations/conversations between different people online and for brands to become part of this they need to move from a monologue to a dialogue …it’s not finite…

How it differs from Traditional Media…

Traditional Media Social Media

VS

Customer

Prof media outlets

Static content

Campaign

Monologue/Push

Collaborator

User generated content

Evolving content

Commitment

Dialogue/Pull

Social Media Landscape Ireland

15 – 24 – Ireland Media Trend

35 – 44 – Ireland Media Trend

93% of Social Media users believe companies should have a Social Media Presence

Cone, Business in Social Media Study, September 2008

56% feel a Stronger Connection to brands who use social media

Cone, Business in Social Media Study, September 2008

The way people use Social Media can be broken down into 3 different categories

How People Use Social Media

Creating Content

Blogs/Wikis

Video editing/uploading – YouTube/Dailymotion

Twitter

New ways to create content popping up regularly

Building online personalities through social network profiles i.e. Bebo/Facebook

Can chat to friends, piers or brands

Can seek out new contacts through links with current connections

Can publish & expose any content they have developed to friends

Make Connections

Make Recommendations Have the opportunity to give their views on a product & rate the product i.e. ebay/tripadvisor

Can answer peoples requests on reviews of different products

Can make comments on peoples Social Network profiles/ content

Can amend Wiki’s with new updates

Who Does What???

The Reason To Use Social Media

CreateAwareness

Encourage Trial

Inspire Loyalty

Create Ambassadors

• Develop greater market share

• Build Your Brand Reputation

• Increase Sales

• Promote Brand advocates

•Encourage current advocates to talk about the product

•Promote current volunteers/donatorsvolunteers/donators into Brand Advocates

How Does Social Media deliver ???• It helps develop a relationship with your customers through

dialogue

– Customers want and expect to receive answers they pose to the brand

– Opportunity to defend your brand to defectors

• Drive Brand Advocacy

Managing a Social Media profile

• Develop a content plan – Catalogue all content available

– Outline conversation topics

– Build a FAQ database – update with fans questions as they come in

Managing a Social Media Profile

• Regular monitoring of your profile (5 mins every hour)

• Personalise your responses• Don’t be afraid to ask questions of your fans

Bank of America

http://smallbusinessonlinecommunity.bankofamerica.com/index.jspa

http://twitter.com/BofA_Help

USEFUL READING

 The Importance of Being Branded: An Irish Perspective (paperback)

Questions and Answers

Next Webinar -13th MayExecuting Strategy with Prof.

Patrick Gibbons

In this webinar Prof. Patrick Gibbons will discuss the topic of executing strategy in challenging

times. For further information email businessalumni@ucd.ie.

Executive EducationUpcoming Marketing

ProgrammesDigital Marketing: Transforming

Business29th September – 1st October

Dr. John Fanning

Performance Driven Marketing10th – 12th November

Prof. Damien McLoughlin

Email exec.ed@ucd.ie for further information or telephone 716 8889