Virality: Bandwagons, Timely Events, and User Generated Content (Digital Marketing Today)

ViralityLecture #5: Virality - Bandwagons, Timely Events, UGC

UGBA 198 - Fall 2016Haas School of Business, Berkeley

Julian Gamboa-Ramos

The tendency of an image, video, or piece of information to be circulated rapidly and widely from one internet user to another.

● AKA: word-of-mouth, creating a buzz, leveraging the media, or network marketing.

● Many aim for virality, but it can’t be assured.○ Rule of thumb: Never promise something will go viral.

What Is Virality?

Comes in many forms from various sources.

● Relatable● Social Currency● Emotion● Usefulness● Spread● Quantitative Results● Being Remembered

Patterns Of Success

● Approach with new tactics○ Think outside the box

● Is it widely relatable?○ Inside jokes not

● Easily shareable○ YouTube dominates in viral

content, but posts can as well.

Making It Viral

Thinking Outside The Box

132.3 million views

“People don’t buy things, they buy the experience.”-Thomas Gilovich

● Early consumerism:○ Good marketing connects your product as a

commodity with human attachment.

● What was Evian able to accomplish in their ad?

● What are companies advertising now? Products or styles?

Storytelling

Aiming for virality can be risky.

● What not to do:○ Jump blindly on bandwagons○ Don’t advertise (too much)

■ “Quality over quantity”○ Plan the campaign assuming it will go viral

■ Sponsoring

Avoiding The Risks

Bandwagons

A particular activity or cause that has suddenly become fashionable or popular.

“Everyone else is watching this, so you should too.”

● Usually has a strong fan-base.● “Spurr of the moment”

○ “Everyone is in on the joke”● An event with prior hype

What Is A Bandwagon?

Be very careful with the following:

● Research○ Jumping vs Joining

● Know fanbase○ Know the lingo (Star Trek: “Frakkin”)

● Be considerate of followers

Jumping On Bandwagons

● Serial○ Detective show on real life events. Non-fiction podcast.○ Serial fan base discussed investigation via Twitter.○ Best Buy got many mentions.○ Best Buy decided to have a Tweet of their own. (RTs)

Best Buy | #Serial

Best Buy | #Serial

Best Buy Backlash

Admitting Defeat

● Understand what the topic is.○ Again, research!

● Brainstorm your approach.○ Discuss with team members on content.○ Personal detour to understand fanbase.

● How will your brand/product be perceived?○ Should your brand be linked with this topic?

● Dedicate no more than one post.○ Move on with into campaigns.

Joining Bandwagons

T-Mobile’s “Restricted Hotline Bling”

T-Mobile | Drake

● DO RESEARCH BEFORE BLINDLY JOINING (JUMPING)○ Fans and the internet alike are unforgiving.

● Once content is uploaded, it exists forever.○ Screenshots of tweets

● All fun and laughs. Be creative.

Bandwagon Takeaways

Timely Events

Utilizing recent pop-culture enthusiasm and connecting the moment or experience to your brand or product.

● Must be quick, but with research● Here: Follow culture, not lead it (storytelling)● Fresh and referenceable content

What Are Timely Events?

T-Mobile | “Drop The Balls”; Steve Harvey’s Confusion in January

T-Mobile | Steve Harvey

“Damn Daniel” Bandwagon

Time-Sensitive Tweets

“No one will notice if you do not tweet about 9/11, but everyone will notice if

you do tweet.”

Time-Sensitive Tweets

User Generated Content

Any form of content such as blogs, posts, tweets, digital images, video, audio files, ads and other forms of media that was created by users of an online system or service.

● Fan-art, song covers, hashtag uses● No control over content, but control over the tone.

○ Phrase campaigns carefully

User Generated Content

IMAGE: @TOSHIHIROANZAI/TWITTER

Japanese Wedding

UGC ~ Your Content

Too Much Liberty With UGC