Social Media Marketing
David Gracia
Social Media Marketing
Viral Marketing & Communication in Social Media
Digital
Communication
Strategy
Why is Viral Marketing
important
Course Introduction
Mobile Marketing
and Communication
F-Commerce:
From Likes to Buys
Crisis Management
in Social Media
Social Media
Marketing
Communication in
Search Engines: SEO
Communication in
Search Engines: SEM
Online User Experience
Word-Of-Mouth
Communication Techniques
The Viral Effect:
Marketers are your Friends
ROI of social media
compared to mass media
Agenda
1
Brain Teaser
2
Benefits of Viral Marketing
3
Key Success Factors
4
Seeding Strategy
5
Wrap Up
Agenda
1
Brain Teaser
2
Benefits of Viral Marketing
3
Key Success Factors
4
Seeding Strategy
5
Wrap Up
Brain Teaser for Viral Marketing
This viral marketing campaign consists of
a video that is passed along from friends
to friends
When someone receives this video there is
a 4% probability they forward it to other
friends
When someone decides to pass along the
video they send it on average to other 30
people
Question #1:
Question #2:
Question #3:
Will the audience of this
viral marketing campaign
grow exponentially?
What would happen if the
pass-along probability
would be 3%?
What can we learn from
this brain teaser to plan
the seeding strategy of a
viral marketing campaign?
Agenda
1
Brain Teaser
2
Benefits of Viral Marketing
3
Key Success Factors
4
Seeding Strategy
5
Wrap Up
Benefits of Viral Marketing
1
It is an opportunity for differentiation
2
It allows to reach a large audience in a short period of time
3
It has more credibility since messages come with the endorsement of friends
4
It creates engagement and helps to build an emotional bound with the brand
5
It has lower costs and leads to a better return on investment
… but traditional marketing techniques do not
necessarily work in social media
Agenda
1
Brain Teaser
2
Benefits of Viral Marketing
3
Key Success Factors
4
Seeding Strategy
5
Wrap Up
Will It Blend?
Mixta & Mixto
Kobe Bryan: Fake or Real?
Guys backflip into jeans
Evian Roller Babies
Quicksilver Dynamite Surfing
Blair Witch Project
Ronaldinho Nike Ad
Awareness Test
A Hunter Shoots a Bear
Dove Evolution
Agenda
1
Brain Teaser
2
Benefits of Viral Marketing
3
Key Success Factors
4
Seeding Strategy
5
Wrap Up
people are highly connected …
traditional approach
viral approach
Viral Effect
audiencia
número de visualizaciones
impactos
gratuitos
250.000
impactos
pagados
día 15
día 30
plan de medios
día 45
día 60
día 75
día 90
factor viral
22
plan de medios Youtube
Batalla corazones BBVA
visibilidad en la homepage
23
videos relacionados
Batalla
corazones
BBVA
Batalla corazones BBVA
publicidad contextual
24
búsquedas relacionadas
Batalla corazones BBVA
Real Madrid-Athletic
BBVA- Athletic campeón
de la batalla
El partido más difícil para el Athletic (BBVA)
videos patrocinados
25
visibilidad en otras webs
Batalla
corazones
BBVA
afiliados de Youtube
26
Depends on the objective
Direct Sales
Branding
Purchasing Mood
Social Mood
Searching
Browsing
Social media vs Mass media
Active Role
Passive Role
Engagement
Interruption
From Friends
From Companies
Viral Effect
No free impacts
Digital Marketing Toolkit
Google Analytics
Twitter Search
Facebook Insights
Google Adwords
Hootsuite
Facebook Places
Google Adsense
Tweet Scan
Quantcast
Google Places
Tweet Stats
Website Optimizer
Tweetertise
Youtube Insights
Agenda
1
Brain Teaser
2
Benefits of Viral Marketing
3
Key Success Factors
4
Seeding Strategy
5
Wrap Up
Why is Viral Marketing important
why
how
value
Differentiation
Tell a story
Viral Campaigns ROI
Higher reach
Surprise the audience
YouTube vs. Google
More credibility
Create an emotion
YouTube vs. TV
Higher involvement
Engage people
Value of Viral Effect
Better ROI
Make sequels
Key Metrics
Opportunity for differentiation
• Consumers are exposed to an
insane number of
commercial impacts
• Every day it is more difficult
to grab the attention of our
target customers
• The efficiency of traditional
marketing techniques
decreases
reach a large audience
traditional
approach
viral
approach
• Word Of Mouth is nothing
new of this era of the
Internet
• But the web is becoming
social and people are highly
connected on social networks
• This amplifies the reach and
speed of the diffusion of viral
messages
more credibility and relevance
• Consumers have developed a
negative attitude towards
traditional advertising
• People trust other people.
78% of people don’t trust
advertising
• In viral marketing the
message comes with the
endorsement of a trusted
friend
Better return on investment
• Viral marketing is not free;
some kind of promotion is
necessary to raise awareness
about the campaign
• Once a critical mass is
reached the message gets
spread virally (for free)
• The higher the viral effect,
the better the ROI of the
campaign
Higher engagement
• In viral marketing users take
an active role: watch,
comment, like, share
• In some cases they even
create content or suggest
new videos to be produced
• Thus the % of targeted
audience that remembers
the brand is higher than in
mass media
How to earn the attention
why
how
value
Differentiation
Tell a story
Viral Campaigns ROI
Higher reach
Surprise the audience
YouTube vs. Google
More credibility
Create an emotion
YouTube vs. TV
Higher involvement
Engage people
Value of Viral Effect
Better ROI
Make sequels
Key Metrics
It’s all about a good story
• You don’t control the
distribution of the message
that is sent from friends to
friends
• To encourage the pass-along
rate it is important that your
video does not sound like an
add
• The product or brand might
appear explicitly but within a
story
Do something unexpected
• To earn the attention of users
you need to surprise people
• Never repeat something just
because it worked in the
past; leverage the novelty
effect
• Example: the tippex
campaign surprises when the
hunter goes out of the video
and grab a tippex
Create an emotion
• To be memorable and
forwarded the message
needs to raise an emotion
• The emotion might be
humor, play the absurd, a
fake-or-real situation…
• Or the emotion might be
terror or something
controversial
Make sequels
• If you happen to find a
creative concept that gets
viral you’ve got a golden
mine
• Don’t just do a one-shot viral
but make sequels to amplify
the effect of the campaign
over time
• You can do a making off
(Mixta), blend different
objects or play with many
different verbs (tippex)
Engage people
• Allow sharing, embedding
and downloading
• Ask people to suggest new
videos or create their own
ones
• Not only they will bring fresh
ideas but will also become
ambassadors of your
campaign
What about the ROI?
why
how
metrics
Differentiation
Tell a story
Volume KPIs
Higher reach
Surprise the audience
Activity KPIs
More credibility
Create an emotion
Engagement KPIs
Higher involvement
Engage people
Economic KPIs
Better ROI
Make sequels
Tools for analytics
Depends on the objective
Direct Sales
Branding
Purchasing Mood
Social Mood
Searching
Browsing
Social media vs Mass media
Active Role
Passive Role
Engagement
Interruption
From Friends
From Companies
Viral Effect
No free impacts
Value of the Viral Effect
reach
cost
X
X
Paid
Views
Total
Views
Cost Per
Click
Net Cost
Per View
Key Performance Indicators
Engagement
• Video Uploads
• Likes
• Forwards
Activity
• Comments
• Favorite
• Channel subscriptions
Volume
• Unique Visitors
• Started Views
• Completed Views
Viral Marketing on YouTube
why
how
value
Differentiation
Tell a story
Viral Campaigns ROI
Higher reach
Surprise the audience
YouTube vs. Google
More credibility
Create an emotion
YouTube vs. TV
Higher involvement
Engage people
Value of Viral Effect
Better ROI
Make sequels
Key Metrics