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Page 1: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

Social Media MarketingDavid Gracia

Page 2: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

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

Com

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Se

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Eng

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: SEO

Com

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on in

Se

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Eng

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: SEM

Soci

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M

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Cris

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t in

Soc

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Digital Communication

Strategy

Online User ExperienceF-

Com

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ce:

From

Lik

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Buy

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Mob

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and

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Course Introduction

Viral Marketing & Communication in Social Media

Page 3: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

Agenda

1 Brain Teaser

2 Benefits of Viral Marketing

3 Key Success Factors

4 Seeding Strategy

5 Wrap Up

Page 4: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

Agenda

1 Brain Teaser

2 Benefits of Viral Marketing

3 Key Success Factors

4 Seeding Strategy

5 Wrap Up

Page 5: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

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?

Page 6: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

Agenda

1 Brain Teaser

2 Benefits of Viral Marketing

3 Key Success Factors

4 Seeding Strategy

5 Wrap Up

Page 7: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

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

Page 8: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

Agenda

1 Brain Teaser

2 Benefits of Viral Marketing

3 Key Success Factors

4 Seeding Strategy

5 Wrap Up

Page 9: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

Will It Blend?

http://www.willitblend.com/
Page 10: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

Mixta & Mixto

http://www.youtube.com/watch?v=6JpX7nILIaE
Page 11: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

Kobe Bryan: Fake or Real?

http://www.youtube.com/watch?v=7hWJkdUMiMw
Page 12: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

Guys backflip into jeans

http://www.youtube.com/watch?v=pShf2VuAu_Q
Page 13: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

Evian Roller Babies

http://www.youtube.com/watch?v=XQcVllWpwGs
Page 14: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

Quicksilver Dynamite Surfing

Page 15: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

Blair Witch Project

http://www.youtube.com/watch?v=D51QgOHrCj0
Page 16: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

Ronaldinho Nike Ad

http://www.youtube.com/watch?v=i_JS1YG8H2c
Page 17: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

Awareness Test

http://www.youtube.com/watch?v=Ahg6qcgoay4
Page 18: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

A Hunter Shoots a Bear

http://www.youtube.com/watch?v=4ba1BqJ4S2M
Page 19: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

Dove Evolution

http://www.youtube.com/watch?v=iYhCn0jf46U
Page 20: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

Agenda

1 Brain Teaser

2 Benefits of Viral Marketing

3 Key Success Factors

4 Seeding Strategy

5 Wrap Up

Page 21: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

people are highly connected …

traditional approach viral approach

Page 22: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

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

Page 23: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

Batalla corazones BBVA

23

plan de medios Youtube

visibilidad en la homepage

Page 24: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

Batalla corazones BBVA

Batalla corazones BBVA

24

videos relacionados

publicidad contextual

Page 25: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

El partido más difícil para el Athletic (BBVA)

Batalla corazones BBVA Real Madrid-Athletic

BBVA- Athletic campeónde la batalla

25

búsquedas relacionadas

videos patrocinados

Page 26: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

26

visibilidad en otras webs

afiliados de Youtube

Batalla corazones BBVA

Page 27: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

Depends on the objective

Branding

Social Mood

Browsing

Direct Sales

Purchasing Mood

Searching

Page 28: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

Social media vs Mass media

Passive Role

Interruption

No free impacts

Active Role

Engagement

Viral Effect

From CompaniesFrom Friends

Page 29: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

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

Page 30: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

Agenda

1 Brain Teaser

2 Benefits of Viral Marketing

3 Key Success Factors

4 Seeding Strategy

5 Wrap Up

Page 31: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

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

Page 32: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

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

Page 33: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

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

Page 34: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

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

Page 35: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

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

Page 36: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

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

Page 37: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

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

Page 38: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

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

Page 39: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

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

Page 40: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

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

http://www.youtube.com/watch?v=D51QgOHrCj0
Page 41: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

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)

Page 42: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

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

Page 43: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

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

Page 44: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

Depends on the objective

Branding

Social Mood

Browsing

Direct Sales

Purchasing Mood

Searching

Page 45: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

Social media vs Mass media

Passive Role

Interruption

No free impacts

Active Role

Engagement

Viral Effect

From CompaniesFrom Friends

Page 46: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

Value of the Viral Effect

X X

reach cost

Paid Views

Total Views

Cost Per Click

Net CostPer View

Page 47: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

Key Performance Indicators

• Video Uploads• Likes• Forwards

• Comments• Favorite• Channel subscriptions

• Unique Visitors• Started Views• Completed Views

Engagement

Activity

Volume

Page 48: Social Media Marketing David Gracia. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect:

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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