'Viral Marketing' with
Prof. Damien McLoughlin MBS '93
and guest speaker Dr. John
Fanning BComm '64
Dr. John Fanning
Prof. Damien McLoughlin
Author of 'The Importance
Director, Executive Education
of Being Branded: An Irish
UCD Smurfit School
Perspective'
AGENDA
The 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 Education
Upcoming Marketing Programmes
Digital Marketing: Transforming Business
29th September – 1st October
Dr. John Fanning
Performance Driven Marketing
10th – 12th November
Prof. Damien McLoughlin
Email exec.ed@ucd.ie for further information or
telephone 716 8889
Social Media
Transforming 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
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…
technology
is
the
conduit
Source: Wikipedia
How it differs from Traditional
Media…
Traditional Media
Social Media
Customer
Collaborator
Prof media outlets
User generated content
Static content
VS
Evolving content
Campaign
Commitment
Monologue/Push
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
How People Use Social Media
The way people use Social Media can be broken down into 3
different categories
Creating Content
Blogs/Wikis
Video editing/uploading
– YouTube/Dailymotion
Twitter
New ways to create
content popping up
regularly
Make Connections
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 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
Create
Awareness
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/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://twitter.com/BofA_Help
http://smallbusinessonlinecommunity.bankofamerica.com/index.jspa
USEFUL READING
The Importance of Being Branded: An Irish Perspective (paperback)
Questions and Answers
Next Webinar -13th May
Executing 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 Education
Upcoming Marketing Programmes
Digital Marketing: Transforming Business
29th September – 1st October
Dr. John Fanning
Performance Driven Marketing
10th – 12th November
Prof. Damien McLoughlin
Email exec.ed@ucd.ie for further information or
telephone 716 8889