New Product Marketing: BUZZ Marketing (usual social media effectively)

Bryan Cassady Guest Professor, [email protected]

KU Leuven Master Class: New Product Marketing BONUS LECTURE: VIRAL MARKETING

A great idea/ great advertising is NEVER enough…

To infinity and beyond with BUZZ marketing


About this course It is a sad fact that most new businesses, products and service fail. Some estimate the failure rate is as high as 90%. This course is about why products fail and what you can do to increase your odds of success. This lecture is a part of series of 12 lectures. In my classes I use a lot of videos. If you’d like to see the presentations with videos, go to: http://www.fast-bridge.net/resources/new-product-marketing/ I hope in the pages that follow you will find new ideas and inspiration… If you’d like to download the whole class go to: http://www.slideshare.net/bryancassady2/2009-course-new-product-management-by-bryan-cassady If you have ideas on ways to improve this course or would like help with your new products, I’d love to here from you… Bryan Cassady [email protected] +32-475-860-757

http://www.fast-bridge.net/resources/new-product-marketing/







http://www.slideshare.net/bryancassady2/2009-course-new-product-management-by-bryan-cassady


















It is about people

It is about marketing

Cool math & Methods



The website 8%

Advertisement 15%

Newspaper/Magazine recommended it 22%

A friend recommended it 76%

Television 21%

Newspaper/Magazine 26%

Info services (e.g. Consumer Reports) 35%

Another consumer 67%





http://www.themasterstrophy.com/www/index.php?id=d9dd8941d4a308467baf4130311f28a2

http://en.tackfilm.se/?id=1268739536456RA94











Cause Effect

Biology Virus Disease

Marketing Value Proposition Sales

Spread the Word











Indian Airlines Route Map


Trivial Pursuit In search of Excellence



Results A B

Tipping Point








S imple U nexpected C oncrete C redible E motional S tory Based








Now for some

fun…



Note: A great book The Cluetrain manifesto


Why do you think these campaigns worked ?

Will these work ?



http://www.rentawife.be/fr_howto.html


http://www.rentawife.be/fr_catalog.html




0

2

4

6

8

10

12

14

16

18

0 20 40 60 80

Aver

Usag

e D

ays p

er

Vis

ito

r

Reach (%)

Note: Size of bubble represents Total Time Spent per Month

Google.com

MSN.com

Yahoo.com

Facebook

AOL.com

YouTube

Ask.com

Myspace

AIM.com

FlickR

CNN.com Ebay.com

Source: ComScore USA, Dec 2008


0

2

4

6

8

10

12

14

16

18

0 20 40 60 80

Aver

Usag

e D

ays p

er

Vis

ito

r

Reach (%)


Google.com MSN.com

Yahoo.com

Facebook

AOL.com

YouTube Ask.com

Myspace

AIM.com

FlickR

CNN.com

Ebay.com

Source: ComScore USA, Dec 2008


0

2

4

6

8

10

12

14

16

18

0 20 40 60 80

Aver

Usag

e D

ays p

er

Vis

ito

r

Reach (%)


Google.com MSN.com

Yahoo.com

Facebook

AOL.com

YouTube Ask.com

Myspace

AIM.com

FlickR

CNN.com

Ebay.com

Source: ComScore USA, Feb 2009


0

2

4

6

8

10

12

14

16

18

0 20 40 60 80

Aver

Usag

e D

ays p

er

Vis

ito

r

Reach (%)


Google.com MSN.com

Yahoo.com

Facebook AOL.com

YouTube

Ask.com

Myspace

AIM.com

FlickR

CNN.com

Ebay.com

Source: ComScore USA, March 2009


0

2

4

6

8

10

12

14

16

18

0 20 40 60 80

Aver

Usag

e D

ays p

er

Vis

ito

r

Reach (%)


Source: ComScore USA, April 2009

Google.com

Yahoo.com

MSN.com

YouTube

AOL.com Facebook

Myspace

Ebay.com Ask.com CNN.com

AIM.com

FlickR


0

2

4

6

8

10

12

14

16

18

0 20 40 60 80

Aver

Usag

e D

ays p

er

Vis

ito

r

Reach (%)


Source: ComScore USA, June 2009

Google.com

Yahoo.com

MSN.com

YouTube

AOL.com Facebook

Myspace

Ebay.com

Ask.com

CNN.com Bing.com

Twitter


0

2

4

6

8

10

12

14

16

18

0 20 40 60 80

Ave

r U

sa

ge

Da

ys

pe

r V

isit

or

Reach (%)


Source: ComScore USA, July 2009

Google.com

Yahoo.com

MSN.com

YouTube

AOL.com Facebook

Myspace

Ebay.com

Ask.com

CNN.com Bing.com

Twitter


Social Bookmarks

flickr Podcasts

Virtual works Wikis

facebook Micro blogs

Youtube

Google talk RSS

Message board

Widgets

Almost 4,000,000

articles

>100,000,000

videos

(65,000 new videos/day)

2000,000,000 blogs

73% of active online users have read blog

45% have started their own blog

39%

subscribe to an RSS feed

57% have joined

a social network

5,000,000,000 The number of minutes

spent on Facebook each day.

55% Have uploaded photos

83% have watch video clips

83% have watch video clips

The old communication model was a

monologue

Only 18% of TV

ad campaigns generates positive ROI

90% of people who can skip TV ads, do.

The average person id exposed to

3000 advertising messages/day


“Content is the new democracy and we the people, are ensuring that our voices

are heard.”

34% Pose opinions about products & brands on their blog

trust blogger’s opinions on products & services

32%


% E

ve

r d

on

e

90%

70%

60%

50%

40%

30%

20%

10%

0%

80%

Wave 1 sep 06 Wave 2 june 07 Wave 3 march 08

Read blogs/weblogs

Start my own blogs/weblogs

Leave a comment on a new site

Watch video clips online

Download a podcast (pre-recorded radio audio show)

Create a profile on a social network

Subscribe to an RSS feed

By 2010, Millenials/Gen Y-ers will outnumber Baby boomers

They already wield $350 BILLION/ year in direct spending power

Acquaintances, 51%

Online Friends, 38%

Close Friends, 11%

They have an average of

53 online friends

Listen

A

Immerse yourself in the conversations.

(any or all of the above are a good place to start!)

Messages are not conversations.

participate

B

Relinquish control.

C

D

Engage!




A campaign to focus on the benefit

This contest was set up by 18procent.be Using this site and shopping smarter the average consumer could save 2138 euro per year. The represent 18% of the average family’s fixed costs. We wanted to show what cool things consumers could do with this money


Example


Linked to



Invites Sensitivity Targets 150,000

% that participate 1 4.0% 0.04

T0 T+1 T+2

Starting participants [Part] 6,000 [Part 2] 3,750 2,344

Viral impact

Passive views 50 50 50

Participation 1 0.5% 0.5% 0.5% 0.5%

New Participants [A] 0.25 0.25 0.25

Invites 5.0 5 5 5

Participation 1 7.5% 7.5% 7.5% 7.5%

New Participants [B] 0.38 0.38 0.38

Sub-total [A] + [B] 0.63 0.63 0.63

Viral Participants [Part] * [A + B]

3,750 2,344 1,465

Total Participants 9,750 12,094 13,559


Invites Sensitivity Targets

150,000


T0 T+1 T+2 T+3 T+4 T+5 T+6 T+7 T+8 T+9 T+10

Starting participants 6,000 3,750 2,344 1,465 916 572 358 224 140 87 55

Viral impact

Passive views 50 50 50 50 50 50 50 50 50 50 50

Participation 1 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5%

New Participants

0.25

0.25

0.25

0.25

0.25

0.25

0.25

0.25

0.25

0.25

0.25

Invites 5.0 5 5 5 5 5 5 5 5 5 5 5

Participation 1 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5%

New Participants 0.38 0.38 0.38 0.38 0.38 0.38 0.38 0.38 0.38 0.38 0.38

Sub-total 0.63 0.63 0.63 0.63 0.63 0.63 0.63 0.63 0.63 0.63 0.63

Viral Participants 3,750 2,344 1,465 916 572 358 224 140 87 55 34

Total Participants 9,750 12,094 13,559 14,474 15,046 15,404 15,627 15,767 15,854 15,909 15,943

Participation Rates vs. Target

15,943 0.5 0.6 0.7 0.8 0.9 1 1.1 1.2 1.3 1.4 1.5

Num of Invites

1 3,582 4,472 5,437 6,486 7,633 8,889 10,272 11,803 13,506 15,412 17,558

2 3,750 4,737 5,833 7,059 8,437 10,000 11,785 13,844 16,244 19,073 22,451

3 3,934 5,035 6,292 7,742 9,432 11,427 13,816 16,724 20,329 24,887 30,769

4 4,138 5,373 6,829 8,571 10,691 13,323 16,669 21,032 26,880 34,935 46,316

5 4,364 5,760 7,466 9,598 12,330 15,943 20,885 27,888 38,157 53,665 77,623

6 4,615 6,207 8,234 10,899 14,538 19,723 27,449 39,447 58,719 90,419 143,254

7 4,898 6,728 9,174 12,591 17,615 25,415 38,153 59,802 97,559 164,214 281,984

8 5,217 7,345 10,350 14,853 22,056 34,310 56,210 96,567 171,894 312,314 571,266

9 5,581 8,083 11,850 17,964 28,666 48,610 87,286 163,535 313,601 604,949 1,159,180

10 5,999 8,980 13,806 22,351 38,749 72,000 141,136 284,980 579,750 1,169,572 2,317,434

11 6,483 10,088 16,410 28,674 54,385 110,542 234,166 502,416 1,069,255 2,229,450 4,526,114

12 7,050 11,478 19,943 37,940 78,851 174,010 393,295 884,906 1,948,433 4,163,186 8,604,935

13 7,720 13,247 24,815 51,668 117,225 277,843 661,674 1,544,387 3,489,185 7,594,014 15,910,823

14 8,523 15,534 31,618 72,124 177,249 445,962 1,106,948 2,657,932 6,124,704 13,520,513 28,627,969

15 9,493 18,526 41,201 102,645 270,537 714,722 1,832,965 4,499,442 10,529,028 23,503,828 50,184,287


Invites Sensitivity Targets

150,000


T0 T+1 T+2 T+3 T+4 T+5 T+6 T+7 T+8 T+9 T+10

Starting participants 6,000 3,750 2,344 1,465 916 572 358 224 140 87 55

Viral impact

Passive views 50 50 50 50 50 50 50 50 50 50 50

Participation 1 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5%

New Participants

0.25

0.25

0.25

0.25

0.25

0.25

0.25

0.25

0.25

0.25

0.25

Invites 5.0 5 5 5 5 5 5 5 5 5 5 5

Participation 1 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5%

New Participants 0.38 0.38 0.38 0.38 0.38 0.38 0.38 0.38 0.38 0.38 0.38

Sub-total 0.63 0.63 0.63 0.63 0.63 0.63 0.63 0.63 0.63 0.63 0.63

Viral Participants 3,750 2,344 1,465 916 572 358 224 140 87 55 34

Total Participants 9,750 12,094 13,559 14,474 15,046 15,404 15,627 15,767 15,854 15,909 15,943

Participation Rates vs. Target

14,544 0.5 0.6 0.7 0.8 0.9 1 1.1 1.2 1.3 1.4 1.5

Num of Invites

1 3,699 4,606 5,570 6,589 7,664 8,795 9,982 11,225 12,524 13,879 15,289

2 3,952 4,970 6,065 7,236 8,484 9,807 11,206 12,682 14,234 15,862 17,566

3 4,262 5,417 6,673 8,030 9,488 11,047 12,707 14,468 16,330 18,292 20,356

4 4,648 5,973 7,430 9,018 10,739 12,591 14,575 16,691 18,939 21,318 23,830

5 5,136 6,676 8,387 10,268 12,321 14,544 16,939 19,504 22,240 25,147 28,225

6 5,765 7,582 9,619 11,878 14,359 17,060 19,983 23,126 26,491 30,077 33,885

7 6,590 8,769 11,236 13,989 17,030 20,359 23,974 27,876 32,066 36,543 41,307

8 7,691 10,355 13,394 16,808 20,598 24,763 29,303 34,218 39,509 45,175 51,216

9 9,186 12,508 16,325 20,637 25,443 30,745 36,541 42,832 49,618 56,899 64,675

10 11,249 15,479 20,369 25,919 32,128 38,998 46,527 54,717 63,566 73,076 83,245

11 14,134 19,633 26,023 33,303 41,475 50,536 60,489 71,333 83,067 95,691 109,207

12 18,209 25,502 34,011 43,736 54,679 66,838 80,214 94,807 110,616 127,642 145,885

13 24,010 33,855 45,380 58,586 73,473 90,041 108,289 128,219 149,829 173,120 198,092

14 32,304 45,798 61,636 79,818 100,345 123,216 148,431 175,991 205,895 238,143 272,736

15 44,184 62,905 84,920 110,231 138,836 170,735 205,930 244,419 286,203 331,281 379,654


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New Product Marketing: BUZZ Marketing (usual social media effectively)