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4 Viral Techniques for Creating Irresistible Digital Marketing Campaigns
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Methods For Breathing Creativity Into Your Campaigns To Hook The Digital-Savvy Consumer
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Drive Innovation, Track Results
• Why The Digital Trend
• The Latest Viral Techniques
• Measuring and Quantifying ROI
• How Can It Be Applied To You?
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What We Will Cover:
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Once upon a time…
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There was only one way to market…
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Along came broadband Internet...
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And an incredible shift started to take place…
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Institutional Control
ConsumerControl
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The truth is…
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The future will only magnify this trend.
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The Lesson For Marketers?
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Go Beyond The Banner
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Multi-Platform Marketing
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How many people visited a social network
in January?
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19.2 million (58% of active UK
Internet population).
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Average visitor spent 2 hours 26 minutes
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Your most influential customers are online.
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First mover advantage
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Reach the “lost” 16-24
demographic
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It’s Still All About The Creative
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• Why The Digital Trend
• The Latest Viral Techniques
• Measuring and Quantifying ROI
• How Can It Be Applied To You?
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What We Will Cover:
• ‘How To’ Videos
• Top 10-style Lists
• Video Diaries
• Competitions and Giveaways
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Viral Techniques For Ideas That Grab Attention And
Engage Consumers Online
Why?
People like to learn new things.
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‘How To’ Videos
Examples:
• How To Fold A T-Shirt
• How To Shuffle Poker Chips
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‘How To’ Videos
Best Suited For:
Viral Video Campaigns
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‘How To’ Videos
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How To Fold A T-Shirt
http://www.youtube.com/watch?v=b5AWQ5aBjgE
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How To Shuffle Poker Chips
http://www.5min.com/Video/Shuffle-Poker-Chips-Like-a-Pro-8284
• ‘How To’ Videos
• Top 10-style Lists
• Video Diaries
• Competitions and Giveaways
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Viral Techniques For Ideas That Grab Attention And
Engage Consumers Online
Why?
Easily digestible info resource.
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Top 10-style Lists
Example:
Top 10 Ways to Sleep Smarter and Better
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Top 10-style Lists
Best Suited For:
Blog Articles
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Top 10-style Lists
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Top 10 Ways to Sleep Smarter and Better
http://lifehacker.com/software/lifehacker-top-10/top-10-ways-to-sleep-smarter-and-better-309030.php
• ‘How To’ Videos
• Top 10-style Lists
• Video Diaries
• Competitions and Giveaways
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Viral Techniques For Ideas That Grab Attention And
Engage Consumers Online
Why?
Deeply engaging entertainment.
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Video Diaries
Examples:
• Lonelygirl15
• Kate Modern
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Video Diaries
Best Suited For:
• Branding using story-led creative
• Video Podcasts (iTunes)
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Video Diaries
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LonelyGirl15 Video Diary
http://www.youtube.com/lonelygirl15
Over 50 million views since launch and counting.
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LonelyGirl15 Facts
Each show attracted 100s of viewer comments on YouTube.
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LonelyGirl15 Facts
Neutrogena and Hershey’s signed on as sponsors.
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LonelyGirl15 Facts
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Kate Modern Web Soap
http://www.bebo.com/abstractheart
Web’s first ‘social’ soap opera
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Kate Modern Facts
Sponsors:
Microsoft, Orange, Procter & Gamble, Warner Music, Paramount.
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Kate Modern Facts
Each paid:
£250k to ‘appear’ within show
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Kate Modern Facts
Total audience:
35m videos viewed over a 5 month period (1.5m per week).
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Kate Modern Facts
Money well spent?
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• ‘How To’ Videos
• Top 10-style Lists
• Video Diaries
• Competitions and Giveaways
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Viral Techniques For Ideas That Grab Attention And
Engage Consumers Online
Why?
Everyone loves a freebie.
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Competitions and Giveaways
Examples:
5 Day Gadget Giveaway
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Competitions and Giveaways
Best Suited For:
User Generated Content Campaigns (can be video, images or text)
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Competitions and Giveaways
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5 Day Gadget Giveaway
http://www.realfresh.tv/the-first-british-iphone-giveaway/
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That’s all well and good…
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But how do I effectively…
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integrate
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online marketing with offline marketing?
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First engage with consumers online
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Then create an authentic extension of your offline
brand.
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“The audience would rather be part of the campaign than be marketed to.” FeedCo.
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How?
www.realfresh.tv Social Media employed: Online Video
Innovative Social Media CampaignsLevi’s Behind The Fashion
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Innovative Social Media CampaignsLevi’s YouTube Channel
Social Media employed: Online Video
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Innovative Social Media CampaignsReal Fresh TV New Music Page
Social Media employed: Online Video | Blog | iTunes Podcast
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Innovative Social Media CampaignsAviva Ocean Racing
Social Media employed: Online Video | Blog
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Innovative Social Media CampaignsAviva Ocean Racing
Social Media employed: Online Video | Blog
• Why The Digital Trend
• The Latest Viral Techniques
• Measuring and Quantifying ROI
• How Can It Be Applied To You?
www.realfresh.tv
What We Will Cover:
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How Do I know It Is Working?
Use tools like Google Analytics Web-based website traffic monitor
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Social Media: Inherently Measurable
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Monitor Comment and View CountsEasily track video views and comments
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Social Media: Inherently Measurable
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Google Search ‘Google’ key words before and after
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Social Media: Inherently Measurable
Social Media/Buzz MonitoringReceive personalised reports about key words
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Social Media: Inherently Measurable
• Why The Digital Trend
• The Latest Viral Techniques
• Measuring and Quantifying ROI
• How Can It Be Applied To You?
www.realfresh.tv
What We Will Cover:
Integrate Social Media early on into a campaign.
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How Can It Be Applied To You?
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How Can It Be Applied To You?
First analyse your current marketing mix.
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How Can It Be Applied To You?
Then work on the creative.
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How Can It Be Applied To You?
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Finally, don’t go it alone…
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How Can It Be Applied To You?
Call in the experts.
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How Can It Be Applied To You?
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How Can It Be Applied To You?
• Why The Digital Trend
• The Latest Viral Techniques
• Measuring and Quantifying ROI
• How Can It Be Applied To You?
www.realfresh.tv
What We Will Cover:
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And Now It’s Time For…
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The Interactive Workshop
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Interactive Workshop Brief:
Create a short digital campaign using one of the four viral
techniques mentioned earlier.
• ‘How To’ Videos
• Top 10-style Lists
• Video Diaries
• Competitions and Giveaways
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Viral Techniques For Ideas That Grab Attention And
Engage Consumers Online
Digital/Online Interactive Masterclass
Chi-chi EkweozorFounder & Managing Director
RealFresh.TV Ltd
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chichi@realfresh.tv
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Credits and ReferencesMan and Laptop - http://www.southwestecommerce.com/images/manlaptop.jpg
Top 6 Ideas for Incredible Viral Content –http://www.techipedia.com/2007/6-ideas-for-viral-content/
Digital Native -http://keithwillsdesign.com/wiki/tiki-view_blog_post.php?blogId=1&postId=1
Lonleygirl15 -http://mashable.com/images/lonelygirl15.png
Social Media -http://www.flickr.com/photos/somethinnew/384489940/
Speech Bubble - http://dailyreport.afa.org/AFA/Features/personnel/box0320096schwalier.htm
iTunes Logo - http://canucks.nhl.com/team/app/?service=page&page=NHLPage&id=20749
Attention Level:http://www.instablogsimages.com/images/2007/10/04/rainfall-measuring-wellington-boot_6642.jpg
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Credits and ReferencesTop 10 Ways to Sleep Smarter and Better -http://lifehacker.com/software/lifehacker-top-10/top-10-ways-to-sleep-smarter-and-better-309030.php
What Are We Doing - http://www.flickr.com/photos/deestea/198091208/
Kate Modern on Bebo – http://www.bebo.com/abstractheart
Guardian on Kate Modern – http://www.guardian.co.uk/media/2008/jan/16/bebo.television
Genie out of bottle – http://deutsch.istockphoto.com/file_closeup/?id=977005&refnum=605526
Paramount film plugs in Bebo’s Kate Modern - http://www.mad.co.uk/Main/Home/Articles/c1f55727cd9945ec8b280faca2da186a/Paramount-works-with-Bebo-to-get-film-plugs-into-Kate-Modern.html
Social Media –http://www.dallaswebservices.com/images/blog_images/social-media.jpghttp://www.popgadget.net/images/charlottetangye_footprint.jpg
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Credits and ReferencesCat watching Cat –http://www.flickr.com/photos/cloudzilla/50257242/
Measuring Social Media – http://blogoscoped.com/archive/2008-03-21-n11.htmlhttp://www.jisclegal.ac.uk/search.htm
Multi-Platform Marketing – http://gregverdino.typepad.com/greg_verdinos_blog/2007/09/yall-know-that-.html
Contagious:http://www.levidepoches.fr/
Lighthouse:http://www.flickr.com/photos/mumbleyjoe/2043508173
Obay:http://www.flickr.com/photos/thebruce0/2280382961/
Digital Native:http://keithwillsdesign.com/wiki/tiki-view_blog_post.php?blogId=1&postId=1
Open Up:http://www.dallaswebservices.com/images/blog_images/social-media.jpg
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Credits and ReferencesOnline Video Examples
Schweppes Ad: slow motion balloons adhttp://www.youtube.com/watch?v=pRFfJJjLpqwViews: 132,624
How To Fold A T-Shirt (Japanese)http://www.youtube.com/watch?v=b5AWQ5aBjgEViews: 314,711
How To Fold A T-Shirt (English)http://www.videojug.com/film/how-to-fold-a-t-shirt-in-2-seconds-explainedViews: 224,297
How To Shuffle Poker Chipshttp://www.5min.com/Video/Shuffle-Poker-Chips-Like-a-Pro-8284Views: 76,600
Dove Evolution:http://www.youtube.com/watch?v=iYhCn0jf46UViews: 6,376,542
Ronaldinho: Touch of Goldhttp://www.youtube.com/watch?v=lsO6D1rwrKcViews: 21,723,156
Beauty is a product of PhotoShophttp://www.youtube.com/watch?v=chd6FC6AAD8Views: 1,701,937
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