Social Media Marketing David Gracia
Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:
Dec 17, 2015
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Social Media MarketingDavid Gracia
Social Media Marketing
Why is Viral Marketing important
Word-Of-Mouth Communication Techniques
The Viral Effect: Marketers are your Friends
ROI of social media compared to mass media
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Online User ExperienceF-
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Course Introduction
Viral Marketing & Communication in Social 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:
Will the audience of this viral marketing
campaign grow exponentially?
Question #2:
What would happen if the pass-along
probability would be 3%?
Question #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
It is an opportunity for differentiation1
It allows to reach a large audience in a short period of time2
It has more credibility since messages come with the endorsement of friends3
It has lower costs and leads to a better return on investment
It creates engagement and helps to build an emotional bound with the brand4
5
… 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
Quicksilver Dynamite Surfing
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
22
250.000
día 15 día 30 día 45 día 60 día 75 día 90
plan de medios
audiencia número de visualizaciones
factor viral
impactosgratuitos
impactospagados
Batalla corazones BBVA
23
plan de medios Youtube
visibilidad en la homepage
Batalla corazones BBVA
Batalla corazones BBVA
24
videos relacionados
publicidad contextual
El partido más difícil para el Athletic (BBVA)
Batalla corazones BBVA Real Madrid-Athletic
BBVA- Athletic campeónde la batalla
25
búsquedas relacionadas
videos patrocinados
26
visibilidad en otras webs
afiliados de Youtube
Batalla corazones BBVA
Depends on the objective
Branding
Social Mood
Browsing
Direct Sales
Purchasing Mood
Searching
Social media vs Mass media
Passive Role
Interruption
No free impacts
Active Role
Engagement
Viral Effect
From CompaniesFrom Friends
Google Analytics
Google Adwords
Google Adsense
Google Places
Facebook Insights
Facebook Places
Youtube InsightsTwitter Search
Hootsuite
Tweet Scan
Tweet Stats
TweetertiseWebsite Optimizer
Quantcast
Digital Marketing Toolkit
Agenda
1 Brain Teaser
2 Benefits of Viral Marketing
3 Key Success Factors
4 Seeding Strategy
5 Wrap Up
Why is Viral Marketing important
Differentiation
Higher reach
More credibility
Higher involvement
Better ROI
Tell a story
Surprise the audience
Create an emotion
Engage people
Make sequels
why how
Viral Campaigns ROI
YouTube vs. Google
YouTube vs. TV
Value of Viral Effect
Key Metrics
value
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
• 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
traditional approach
viral approach
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
Differentiation
Higher reach
More credibility
Higher involvement
Better ROI
Tell a story
Surprise the audience
Create an emotion
Engage people
Make sequels
why how
Viral Campaigns ROI
YouTube vs. Google
YouTube vs. TV
Value of Viral Effect
Key Metrics
value
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?
Differentiation
Higher reach
More credibility
Higher involvement
Better ROI
Tell a story
Surprise the audience
Create an emotion
Engage people
Make sequels
Volume KPIs
Activity KPIs
Engagement KPIs
Economic KPIs
Tools for analytics
why how metrics
Depends on the objective
Branding
Social Mood
Browsing
Direct Sales
Purchasing Mood
Searching
Social media vs Mass media
Passive Role
Interruption
No free impacts
Active Role
Engagement
Viral Effect
From CompaniesFrom Friends
Value of the Viral Effect
X X
reach cost
Paid Views
Total Views
Cost Per Click
Net CostPer View
Key Performance Indicators
• Video Uploads• Likes• Forwards
• Comments• Favorite• Channel subscriptions
• Unique Visitors• Started Views• Completed Views
Engagement
Activity
Volume
Viral Marketing on YouTube
Differentiation
Higher reach
More credibility
Higher involvement
Better ROI
Tell a story
Surprise the audience
Create an emotion
Engage people
Make sequels
Viral Campaigns ROI
YouTube vs. Google
YouTube vs. TV
Value of Viral Effect
Key Metrics
why how value
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