Presentazione standard di PowerPoint · If you blog, dedicate at least six months to it. A company blog can take a significant amount of time to start taking off Do things that don’t

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Digital Marketing – Content Marketing and ViralMarketing

A.A. 2017

Digital MarketingDott. Luigi Greco

Content marketing

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What is content marketing?

Content marketing is a strategic marketing approach focusedon creating and distributing valuable, relevant, and consistentcontent to attract and retain a clearly defined audience — and,ultimately, to drive profitable customer action

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Source: http://contentmarketinginstitute.com/what-is-content-marketing/

Some content marketing activities

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Source: https://www.trewmarketing.com/smartmarketingblog/hubspot/15-inbound-activities-to-include-in-your-b2b-content-marketing-planSource: https://www.bopdesign.com/bop-blog/2015/04/top-content-marketing-activities/

▪ Blogging and guest posting▪ Engaging in useful online forum and

doing own best to contribute▪ Creating white papers, guides, and eBook▪ Creating graphics, photos, and

infographics▪ Creating videos▪ Creating presentations that position you

as an expert in your industry

Why is content marketing a good investment? If you invest in content, it gets picked up by Google. Peoplefind it, they share it, and it refers customers almostindefinitely

(Rick Perreault, founder of Unbounce)

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Source: Traction. How any startup can achieve explosive customer growth, Gabriel Weinberg and Justin Mares

Secret of content marketing: talking about problemsWrite about the problems facing your target customers. Presumably, you know more about your industry than your potential customers. This means that you should be able to provide insight on subjects they care about

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The secret to shareable content is showing readers they have a problem they didn’t know about, or at least couldn’t fully articulate

Using analytics for content marketing

Monitor social mentions and use analytics to determine which types of posts are getting attention and which are not

Many bloggers are surprised at which posts do well. That is a good reason to keep a regular content schedule: it can be hard to anticipate what exactly will resonate with your audience

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The benefits of content marketing

Content marketing can position you as a leader in your space

Recognition as primary voice in an industry leads to opportunities to speak at major conferences, give press quotes to journalists, and influence industry direction. It also means your content is shared many more times than it would be otherwise

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The targets of content marketing

▪ If you blog, dedicate at least six months to it. A company blog can take a significant amount of time to start taking off

▪ Do things that don’t scale early on. Contacting influential industry leaders, doing guest posts, writing about recent news events, and creating shareable infographics are all great ways to increase the rate of growth of your audience

▪ Produce in-depth posts you can’t find anywhere else. You need to create quality content to succeed in this channel

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Viralmarketing

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What is viral marketing?

Viral marketing is the process of getting your existing customers to refer others to your product

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The form of viral loop

Viral marketing strategy begins and ends with viral loopsA viral loop is a three-step process:

1) A customer is exposed to your product or service2) That customers tells a set of potential customers about

your product or service3) These potential customers are exposed to your product or

service, and some portion become customers themselves

The process then begins again with this new set of customers

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Why is viral marketing effective?

Viral marketing is effective thanks to social influence and word of mouth

Word of mouth is the primary factor behind 20% to 50% of all purchasing decisions. Consequently social influence has a hug impact on whether products, ideas, and behaviors catch on

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Source: Contagious. Why things carch on, Jonah Berger

What are secrets of word of mouth power?

▪ Word of mouth is more persuasive than traditional advertising. Because ads will always argue that their products are the best, they’re not really credible. Our friends, however, tend to tell it to us straight

▪ Word of mouth is more targeted than traditional advertising. It is naturally directed toward an interested audience. We don’t share a news story or recommendation with everyone we know

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Virality isn’t born, it’s made!

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Types of viral marketing: inherent virality

Inherent virality occurs when you can get value from a product only by inviting other customers. This type of virality comes with the advantage of “network effects”, where the value of the network increases as more people get on it

For example, if your friends don’t have Skype, the application is worthless

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Types of viral marketing: encouraging collaborationIn this case, the product is still valuable on its own, but becomes more valuable if you invite others. Google Docs is useful alone, but it is far more valuable when used collaboratively

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Types of viral marketing: embed virality

Another case is to embed virality into communications from the product a default signature.

For example, Apple put “Sent from my iPhone” as default signature. NB: The popular Hotmail e-mail provider has been launched in this way (popular in early internet days).

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Types of viral marketing: incentivizing

Products can incentivize their customers to move through their viral loops and tell others about the product

Dropbox gives you more space if you get friends to sign up

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Types of viral marketing: embedded buttonsCompanies like Reddit and YouTube have grown virally by using embedded buttons and widgets

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The six STEPPS principles

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There are six common «ingredients» of all contagiousmessages, products, and ideas

▪ Social currency▪ Triggers▪ Emotion▪ Public▪ Pratical Value▪ Stories

STEPPS - Social currency

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We need to leverage game mechanics to give people ways to achieve and provide visible symbols of status that they can show to others

How to create social currency

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▪ Find inner remarkability. Remarkable things provide social currency because they make the people who talk about them seem more remarkable

▪ Leverage game mechanics. Game mechanics help generate social currency because doing well makes us look good

▪ Make people feel like insiders. Scarcity and exclusivity boost word of mouth by. If people get something not everyone else has, it making people feel like insiders makes them feel special, unique, high status

STEPPS - Triggers

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Triggers are stimuli that prompt people to think about related things

We need to design products and ideas that are frequently trigged by the environment and create new triggers by linking our products and ideas to prevalent cues in that environment

What can be a trigger?

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There are a lot of stimuli in the surrounding environment. They can determine which thoughts and ideas are top of mind.

Seeing or using a product or smelling some perfumes can all be triggers

The importance of context

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Different environments contain different stimuli and, even within a given city ore geographic region, people experience different triggers based on the time of day or year

The importance of triggers

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Social currency gets people talking, but triggers keep them talking

STEPPS - Emotion

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Naturally contagious content usually evokes some sort of emotion. Emotional things often get shared. We need to focus on feelings

Why we share emotional things?

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Sharing emotions helps us connectEmotional sharing is a bit like social glue, maintaining and strengthening relationships

What emotions are more sharable?

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HIGH AROUSAL LOW AROUSAL

POSITIVEAwe

ExcitementAmusement (Humor)

Contentment

NEGATIVE AngerAnxiety Sadness

Whether it’s digital product, like Google, or a physical product, like sneakers, you should make something that will move peoplePeople don’t want to feel like they’re being told something – they

want to be entertained, they want to be moved(Anthony Cafaro, designer)

Design thanks to emotion

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Making things more observable makes them easier to imitate, which makes them more likely to become popular

We need to design products and initiatives that advertise themselves and create behavioral residue that sticks around

STEPPS - Public

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Public visibility boosts word of mouth. The easier something is to see, the more people talk about it

Public and word of mouth

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Every time people use the product or service they also transmit social proof or passive approval because usage is observable

For example Tiffany, Victoria’s Secret and a host of other retailers give customers disposable shopping bags to carry their purchases home. Bur because of the social currency associated with some of these retailers, many consumers reuse the bags rather than tossing them

How to use public for viral marketing

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People like to help others, so if we can show them how our products or ideas will save time, improve health, or save money, they’ll spread the word. People share practically valuable informationto help others

STEPPS - Pratical value

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People don’t just share information, they tell storiesWe need to build our own Trojan horses, embedding our products and ideas in stories that people want to tell. But we need to make our message so integral to the narrative that people can’t tell the story without it

STEPPS - Stories

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Stories save time and hassle and give people the information they need in a way that’s easy to remember

Stories give people an easy way to talk about products and ideas. They provide a sort of psychological cover that allows people to talk about a product or idea without seeming like an advertisement

Why are stories effective?

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STEPPS Brief explanation Questions

Social currency We share things that make us look good

Does talking about your product make people look good? Can you find the inner remarkability? Leverage game mechanics? Make people feel like insiders?

Triggers Top of mind, tip of tongueWhat cues make people think about your product? How can you grow the habitat and make it come to mind more often?

Emotion When we care, we share Does talking about your product generate emotion? How can you kindle the fire?

Public Built to show, built to grow

Does your product advertise itself? Can people see when others are using it? How can you make the private public? Can you create behavioral residue that sticks around even after people use it?

Practica Value News you can use

Does talking about your product help people help others? How can you highlight incredible value, packaging your knowledge and expertise into useful information others will want to disseminate?

Stories Information travels under the guise of idle chatter

Is your product embedded in a broader narrative that people want to share? Is the story not only viral, but also valuable?

Summary of STEPPS principles

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How to calculate viral marketing?

The two key factor that drive viral growth are the viral coefficient and the viral cycle time

The viral coefficient is the number of additional customers you can get for each customer you bring in

Viral cycle time is a measure of how long it takes a user to go through your vital loop

Shortening your viral cycle time drastically increases the rate at which you go viral

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The importance of viral pockets

Viral pockets are subgroups of customers growing far more rapidly than your total customer base

Figure out if you have viral pockets by calculating your viral coefficient on distinct subsets of your customers, such as those from a particular country, age group, or other trait

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What is seeding?

Since most viral loops are not self-sustaining, you need a constant stream of new customers entering your viral loop. This process is called “seeding”. When seeding new customers for your viral loop, you’re looking for people in your target audience who have not been exposed to your product

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Some mistakes you have to avoid

▪ Products that aren’t inherently viral trying to add a bunch of viral features

▪ Bad products that aren’t adding value trying to go viral▪ Not doing enough A/B tests to really find improvements▪ Not understanding how users are currently

communicating/sharing, and bolting on “best practice” strategies

▪ Not getting coaching/guidance from people who’ve already done it

▪ Thinking about virality as a tactic rather than a deep part of a product strategy

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Targets of viral marketing

▪ Build a viral loop into the product▪ Shorten viral cycle time. The shorter this time, the more

loops will occur and the faster you will grow▪ Look for viral pockets▪ More than in any other channel, test. Successful viral

strategy involves constant testing, measurement, and trying new things

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Coffee Break

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Instagram and influencer marketing

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What is an influencer?

Formal definition: Individuals who have the power to affect purchase decisions of others because of their (real or perceived) authority, knowledge, position, or relationship

Business Dictionary

Fashionista definition: This group of social-media megastars have challenged brands, retailers and publications... to reconsider who it is that truly moves product

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Source: https://influencermarketinghub.com/what-is-an-influencer/

Types of influencer

There are four main types of influencer:▪ Celebrities▪ Industry experts and thought leaders▪ Bloggers and content creators▪ Micro Influencers

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Source: https://influencermarketinghub.com/what-is-an-influencer/

What is influencer marketing?

Influencer marketing involves marketing products and services to those who have a sway over the things other people buy. This market influence typically stems from an individual's expertise, popularity, or reputation. Marketing to an audience of influencers is similar to word of mouth marketing, but it doesn’t rely strictly on explicit recommendations

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Source: http://www.marketing-schools.org/types-of-marketing/influencer-marketing.html

Why is influencer marketing effective?

The influencer marketing is effective because influencers provide trust and authenticity. Customers believe in a product enough to buy it thanks them.

So influencer is not simply a popular person, but it is somebody who many people consider to be a thought leader on a topic or niche

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Source: http://www.aumcore.com/blog/2016/06/29/most-effective-social-media-platforms-for-viral-marketing/

How to plan an influencer campaign? 1/11

Define your targetFor any influencer campaign to be successful you first need to know who you are trying to influence. It helps to be specific

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Source: https://influencermarketinghub.com/influencer-marketing-strategy/


Set objectivesBefore you can create an influencer marketing strategy you first need to determine what you are trying to achieve

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Discover the most appropriate influencers You have to find right influencers for your products/services

How to choose it?▪ Relevancy. You must push your sponsored post to people

who will buy your product▪ Engagement. An influencer with more followers, is not

necessarily better. Engagement is an important factor▪ Authenticity. A qualitative examination of an influencer’s

Instagram profile is crucial before you decide to work with an influencer

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Source: https://influencermarketinghub.com/influencer-marketing-strategy/Source: https://influencermarketinghub.com/3-tips-to-choose-the-right-instagram-influencers/

Choose your method for approaching influencers

▪ Go through the process of influencer identification manually, gradually building up relationships.

▪ Sign up to one of the platforms, which have databases of potential influencers to help you out with a campaign

▪ Work with a specialist influencer agency to assist you with the various stages of setting up your campaign


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Work with influencers to find opportunitiesBy allowing your influencers to share your content you can better spot trends and opportunities. They can also help to guide you about what your target audience wants


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Carry out a content and opportunity auditIt makes sense that you carry out a content and opportunity audit at the start of your process to better understand the needs of your target audience. It is important that you include your influencers in the conversations


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Prepare a content planYou want to think through the specific topics that you want to cover. This is also a good time to determine which influencers will be best for sharing particular types of content


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Keep up-to-date with relevant issues in your nicheBy studying what your influencers say to their followers you may find more opportunities. It is one way that you can keep up with the trends and remain relevant to your target audience


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Collaborate with your influencers to produce quality contentFor influencer marketing to work, any content that the influencer shares about your product must also be informative, entertaining, educational or inspiring


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Set up campaigns with your influencers to distribute your content


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Measure the results of your influencer campaignsWhen your campaign is over, you should compare your actual ROI to your objective


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The success of influencer marketing

2017 was the year that marketers realised the true potential of influencer marketing, with an average $6.50 ROI for every dollar spentAnd rightly so, as influencers can build consumer trust that traditional advertising can only hope to reach, with more people willing to trust a peer review than an advert.

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Source: https://influencermarketinghub.com/5-ways-to-improve-marketer-and-influencer-relations/

The benefits of influencer marketing

▪ Brand awareness. Influencer marketing is excellent for building brand awareness, and this can be doubly effective on a visual medium like Instagram

▪ Low cost. Often the only cost for a brand might be the free product they give away to the influencers. (???)

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Source: https://influencermarketinghub.com/the-rise-of-influencer-marketing-on-instagram/

The benefits of influencer marketing – an exampleChanel wanted to create awareness of one of their new perfumes, Chanel No. 5 L’EauTo do it they invited influential Instagrammers to see how the perfume is made

The influencers photographed and shared their visit, and used specific hashtags #newchanel5 and #chanelgrasse. The campaign ultimately showcased the product before 9 million social media users

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The State of Influencer Marketing Survey

In 2016 Linqia took profiled influencer marketing in their «The State of Influencer Marketing Survey»

They discovered that in terms of influencer marketing,marketers found Facebook and Instagram to be twice asimportant as other social media channels

87% of marketers used the two platforms for their influencer marketing

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Fashion: a perfect field for influencer marketingFashion is one of those super-niches, where uber-influencers can truly make a huge impact on dictating the entire direction of the industry

Fashion is a genre that crosses social media platforms. With fashion being a highly visual industry, obviously Instagram is the perfect medium for fashion influencers

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Source: https://influencermarketinghub.com/15-fashion-influencers-to-follow/

Some Instagram data

▪ Of the 800 million Instagram users, 500 million user their account on a daily basis. This statistic shows a huge change during 2017. There were only 150 million daily users in January 2017, rising to 200 million in April and skyrocketing to 500 million in September.

▪ In 2017 Instagram is used by 70.7% of businesses▪ 60% of Instagram users say they have learned about a

product or service on Instagram▪ According to a ComScore 2016 Instagram survey, 75% of

Instagram users take some action, for example visiting a website, searching, shopping or telling a friend, due to being inspired by a post

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Source: https://influencermarketinghub.com/15-instagram-influencer-statistics/

Why Instagram is perfect for influencer marketing?Instagram was one of the first social media networks to develop links between brands and influencers

Why?▪ Because of its rapid rise in use▪ Instagram statuses are so visual, it makes them ideal for

showcasing products▪ It helps that Instagram is highly favoured by the Generations

Y and Z - the generations that will soon be spending the most, and whom marketers now love to target.

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Viral attributes of Instagram contents

Instagram contents have perfect characteristics for viral marketing:

▪ Highest quality images▪ Images that tell a story▪ Influencer posting

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Source: http://www.aumcore.com/blog/2016/06/29/most-effective-social-media-platforms-for-viral-marketing/

Using Instagram to promote events

Brands frequently use Instagram influencers also to promote events

For example, for the movie “The Perfect Match” CodeblackFilms produced a game show starring popular Instagram influencers, as couples, competing to be the “perfect match” of the group. The Perfect Match campaign ended up consisting of eight 15-second episodes and was widely shared across the accounts of the six influencers involved 37.5 million people ultimately saw the campaign, giving it 106,000 likes

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Influencer Marketing Platforms for Instagram - NichifyIt makes a safe space for brands and influencers to find each other. Influencers maintain their profiles, list their niches, and carry a Nichifyrating that can be used to measure their reach and impact. Brand profiles also carry an amount of built-in vetting so influencers can easily understand who they’re dealing with

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Source: https://influencermarketinghub.com/5-influencer-marketing-platforms-instagram/

It is more of a creative agency, acting as a kind of middleman between brands and influencers. Its clients can use their “Intermix” search engine to find collaborators, which contextualises an influencer beyond the number of followers she/he has and the verticals she/he aligns with.

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Influencer Marketing Platforms for Instagram - Instabrand

The platform offers data-driven lists of influencers who aren’t just sitting on a pile of followers, but are creative forces in their own right. Hypetap’s influencers are there by invitation only. Once they’re in the system brands (or Hypetap’s own agency) can easily search through available influencers without scrolling through page upon page of possible matches

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Influencer Marketing Platforms for Instagram - Hypetap

VideIt is a basic platform where brands meet influencers and contract out the content they need created. os, comedy sketches, fashion photography, tutorials—brands looking to reach out to the younger, disposable-income-having audience that dominates Instagram are going to find great matches here

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Influencer Marketing Platforms for Instagram - Famebit

Documents

Presentazione standard di PowerPoint · If you blog, dedicate at least six months to it. A company blog can take a significant amount of time to start taking off Do things that don’t