Viral and Social Marketing | Diffusion Media
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How to create successful viral and social campaigns by Diffusion Media.
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Viral and Social Marketing | Diffusion Media
- 1. VIRAL & SOCIAL MARKETING
- 6. Trojan In 2001Trojan blamed a lack of brand awareness for failing to enter UK Market
- 7. Trojan
- 10. Traditional media challenges.. • 78% of consumers trust peer recommendations, only 14% trust ads • Only 18% of TV campaigns generate a positive ROI • 90% of people that can skip TV ads, do.
- 11. Social media challenges.. • Over 20 hours of video content is uploaded toYou Tube every minute. • YouTube alone now receives 1 billion views a day • 325m users of Facebook, 500k new sign ups every day • Users are too fluid to lock down to single touch points • You can’t control what people are saying about you (only organise it)
- 12. The points of entry now look so different..
- 14. Create ideas that move through all mediums..
- 15. Don’t tell your audience the story, allow them to tell your story for you..
- 16. Viral is now beyond a funny video or game..
- 17. • Sell tourism in a new and original way beyond banners, posters and TV ads. • Agency created "The Best Job in the World" – a position that sounds too good to be true. • Look after a deserted Island for several months and get paid!
- 18. • 35,000 videos created in 197 countries • During campaign the site was receiving 6M unique visits per month • Substantial news coverage across shortlisted countries (50) - BBC ran an hour documentary on the final. • Media coverage estimated at over $100 million from a campaign budget of $1.2 million. • And the agency estimates the campaign has reached 5 billion people through media coverage • Agency: Cummins Nitro Campaign results
- 19. Text
- 20. Fiesta Movement case study • No media spend..... • Ford targetsYouTube generation with Fiesta launch • Engage popular digital story tellers to market your product • 6 month online campaign only • Covered extensively by “offline” media • Different themes; travel, technology, style and design, social activism, adventure and entertainment. • The story tellers broadcast regular updates viaYou Tube, blogs andTwitter.
- 22. Campaign results • 4.3 millionYouTube views thus far from 1000+ videos created by storytellers • 500,000+ Flickr views from 13,000 photos created • 3 million+ Twitter impression • 600+ Blogs posted content • 37% of GenY audience were aware of the Fiesta before its launch • 50,000 interested potential customers, 97% of which don’t own a Ford. www.fiestamovement.com Agency: JWT/Undercurrent
- 23. • Burger King launches a Facebook application, encourages users to remove Facebook friends. • Delete ten friends from profile and get a free Whopper.
- 24. • 230k friends were removed by 83k people in less than a week.A great example of real engagement from users.... • Facebook shuts it down, citing privacy issues.. • Estimate investment; $50,000 • Estimated return: $400,000 (press/media value) Campaign results Agency: Crispin Porter
- 25. • Keep your objective simple and plain • Be blunt, don’t over crowd your message • Use viral video as a conversation starter • What does the press release look like? Tips for successful viral campaigns
- 26. Thanks for your time