5 C's of Viral Marketing - Evening session at Hyper Island Singapore September 20th, 2014

VIRAL MECHANICS AND THE TACTICS TO GET THERE

Today we will discuss…

• …how and why people behave virally

• …how to use those behaviours to your advantage

16 YEARS, 30 BRANDS, 400 CAMPAIGNS, 7 GLOBAL STRATEGIES

iPhone

Kodak

FIERCE OPPONENT OF CAMPAIGN MINDSET

OUR TASK FOR TODAY Social Media Engagement?

1

BEHAVIOURS The ones that make you grow

2

1

[insert example social setting]

[insert example pr setting]

9

[insert example social setting]

[insert example pr setting H&M example]

90

1 9 90

TIME ACCESS ENTERTAINMENT

5 C’s of Viral Marketing HOW TO MAKE SOMETHING VIRAL

3

CREATIVITY CONFORMITY CHALLENGE CHARISMA CHEATING

CREATIVITY STORY ABOUT THE STORY

1. They created a video for the 90’s!

!

2. They created stories about the stories that would appeal to the 1’s and 9’s!

!

3. Launched through a combination of cheating and PR

CONFORMITY WE WANT TO BELONG

#hashtag

CHARISMA I WANT TO BE LIKE YOU

CHALLENGE I CHALLENGE YOU

FACEBOOK NO NO :(

CHEATING POPULARITY IDIOCY

CONFORMITY + CHALLENGE + CHARISMA = ?

WHAT ARE THE KEY TAKE AWAYS?

• Understand what behavioural type you are talking too

• Understand what will trigger their different behaviours

• Focus on tactics and optimisation rather than a grand idéa or perfection

QUESTIONS TO YOU• How will you change the way you organise your communications in

a setting that works as such?

• How will you change the way you work, if you understand that you can try, fail, change, and try again?

• What competences do you need to acquire in order to do this to perfection?