Viral Marketing Richard Rojo California State University, Sacramento Utah Presenters October 17, 2006.
Post on 18-Dec-2015
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Background on The New Marketing Peer groups E-mail marketing Blogs Podcasts Social Networking sites Other tips
The New Marketing
Online marketing is now a mainstream part of marketing communications ($8.3 billion)
Online techniques are especially suited for viral marketing and guerrilla marketing, which are cheaper than traditional media
Internet marketing is typically more measurable and can be customized for an individual's interests
New media help you reach a younger audience, who may not respond to traditional approaches
Viral Marketing
What is it ?
Any technique that uses a pre-existing social network to spread a marketing message without additional cash expenditures
Acts like an epidemic, spreading quickly and efficiently
By using the product or service, an individual automatically spreads the virus, "infecting" others with the desired marketing message
First killer application of viral marketing was Hotmail
Viral/email marketing: Hotmail
The first dominant free email service
Founded in 1995 Grew to nearly 10 million
members in two years “p.s., I love you”
Viral Marketing Glossary Blog Click-through Rate Landing page .mp3 Online/offline Open rate p2p (Peer to Peer) Podcast RSS (Really Simple Syndication) Social Networking Streaming Text messaging/SMS
Student Pizza Parties
Ran formal & informal student focus groups to test marketing ideas
Barriers: MC shows were “not for them,” expensive, sold-out, and foreign environment
One leading suggestion from RAs: free food
Student Pizza Parties
Bundled blocks of tickets with pizza/soda for $9
Reserved block of 200 seats with special access code
Local pizza joint agreed to half-cost Email blast, student website feature, RAs
distributed dorm posters
Student Pizza Parties
Sold out and had to open more seats
Students sprawled on lobby floors
Pizza place was so pleased they have stayed on
Student paper covered it Doing it each year
Street teams & volunteer networks
Low-tech form of viral marketing Perfect for spreading the word among
social networks May be time-consuming, but… Hard to control
California Shakespeare Theater’s Ambassadors
Goal: to attract people under 35 Funded by Doris Duke/Andrew Mellon
Foundations Core group of networkers called
“Ambassadors” “Shindig” events: $15 for wine, dancing
at performances www.calshakes.org
Partnership/Grassroots Tips
Use a creative brief to articulate objectives Identify partners who have an incentive to
help, get them to do the work Put someone in charge (preferably not you) Pace yourself Decide on evaluation Document
E-zines
Email newsletters with upcoming event info, background, links to further reading, etc.
Important to keep up regular contact (quarterly, monthly, weekly)
Subject line is everything: make it count Should be written to speak directly to the
reader Best ones make reader feel like an insider
E-zines
Mondavi Center Artsmail
As much payoff as possible above the fold
Context and fun reading in effort to keep the reader longer
“Buzz” email marketing
Specifically designed to create excitement and pass-along
Example from University Musical Society (Univ. of Michigan)
Related to text-message party promotions
“Buzz marketing”
Post-event e-mail invites those who saw the show to comment
“Tell a Friend – and Tell Us” flyers distributed as patrons leave the theater
Selected comments are used as testimonials in an e-mail blast the next morning
Tool for generating word-of-mouth for unfamiliar artists/programs
The Elephant Vanishes exampleSubject: Thank you for attending THE ELEPHANT VANISHES
Thank you for attending tonight's opening performance of THE ELEPHANT VANISHES at the Power Center. I hope your experience was entertaining, artistically rewarding, and intellectually stimulating – the unique combination that we continually strive for here at UMS in all of our theatrical presentations.
As we continue to work to develop an audience for this kind of exciting new work, it helps us to hear directly from you, the audience…
For me, personally, some of the most exciting nights in the theater have been those like tonight. I may not immediately be able to articulate WHY I was so moved by what I saw, but I knew that I had to rush to my computer and tell everyone I knew that they needed to see it as well. Because UMS presents so many events for only one night, it’s especially thrilling when we have a longer run and have the ability to get people talking about what they have seen and why they have found it so powerful.
If you’re so inclined, please reply to this e-mail and let me know what you thought about tonight’s performance. And then spend a moment thinking about your friends and acquaintances whom you think would also enjoy it, and pass the word to them as well.
UMS’s ability to continue to bring works like THE ELEPHANT VANISHES to Ann Arbor depends on people like you…I hope that you’ll take a moment to respond. Please note that we may use your comments for promotional purposes, so if you would prefer that they not be used, please indicate that in your message as well…
Warm regards,Sara Billmann, UMS Director of Marketing and Communications
The Elephant Vanishes example
Send to everyone on your e-mail list, board members, staff, ticket buyers to other performances
Post prominently on website
Support with print advertising if possible
“Buzz marketing”
Be Direct• Don’t be afraid to ask them directly for their help
Be Personal• People will share their feelings if they feel drawn into
the content Be Immediate
• Queue the message to arrive 45-60 minutes after the performance ends
Let them know that you may use their remarks for promotional purposes
Email marketing services
Manages your email list for you (bouncebacks, unsubcribes, vacation messages)
Compliance with anti-spam laws Advanced database features:
• Individualized naming
• Custom content
• Testing open-rates with different content
• Easy reports
Email marketing services
PatronMail• www.patrontechnology.com
Constant Contact• www.constantcontact.com
MailerMailer• www.mailermailer.com
Topica• www.topica.com
Challenges
Building a list Someone has to be responsible for the
mailings Generating content Tracking and evaluation
Blogs
Way to provide exclusive or insider-feeling info to patrons
Great opportunity for pass-along and peer-to-peer effects
Challenges:
• Establishing your blogger(s)
• Promoting them
• Keeping up interest
Blog services
Google’s eBlogger• www.blogger.com
Search for them on Technorati.com• www.technorati.com
Look up a favorite blog and check out their service
Podcasting
Also allows you to bring a “broadcast” with you for later listening (i.e. “Podcast”)
Online music stores (iTunes, Napster) now carry extensive classical, jazz, podcast streams
Spreading from blogs and messaging to music- and video-sharing
Podcasting
Podcasts can broaden your reach
UC Davis Symphony, Royal Philharmonic, San Francisco Symphony
Video
You Tube has revolutionized digital video
Allows users to upload and share video with anyone
Highly addictive
Video
You Tube has revolutionized digital video
Allows users to upload and share video with anyone
Highly addictive
Video
Remains to be explored by arts organizations
Requires that you have video (and the rights) to upload
Social Networking sites
Part of Web 2.0 Online social gathering places Spreading from blogs and messaging to
music- and video-sharing
Social Networking Sites
MySpace.com• Music and fraternizing
• Entertainment
Facebook.com• Similar to MySpace but school-based
Yelp.com• Local guide like Citysearch
MySpace
Dominant social networking web site
Founded in 2003 Purchased by Newscorp
in 2005 100 million members Focus on music and
emerging bands connecting directly with their audiences
MySpace
Increasingly used by fine artists/PACs:• Kronos Quartet
• Steve Reich
• Renee Fleming
• Pat Metheny
• Skirball Center
www.myspace.com
www.facebook.com• Profiles are identified with your school,
college, or university
• Must have a valid email address from the school’s domain
• Cheap fliers, targeted advertising
Yelp
Similar to location guides like Citysearch Emphasis on user reviews, ratings User registers and creates a profile www.yelp.com
Search Advertising
Your three-line listing displays when someone uses your keywords in a search
Your listing displays free—you only pay when someone clicks on your ad
Pricing by bid: you set parameters such as $0.30 per click
adwords.google.com
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