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Lou Weiss' Presentation at Mumbrella's B2B Marketing Summit

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Lou Weiss' Presentation at Mumbrella's B2B Marketing Summit

  1. 1. How B2B marketing can leverage viral marketing techniques and breaking news September 5, 2019 Lou Weiss Chief Marketing Officer
  2. 2. Who am I?
  3. 3. 1. Is your marketing boring? Ours was. 2. Then we decided to make it not boring 3. It worked. 4. Here’s how we did it (The Viral Content cookbook) 5. You can do it, too. 6. Vegemite > Marmite Today’s Agenda
  4. 4. Is your company’s marketing boring?
  5. 5. Zzzzzzzzzzzzzzz…
  6. 6. Textbook marketing ● Positioning ○ Feature Set ○ Specifications ○ Price ○ Rationality
  7. 7. Textbook marketing ● Positioning ○ Feature Set ○ Specifications ○ Price ○ Rationality
  8. 8. • Virality • ‘I get you’ • A Gift
  9. 9. Fyrestock
  10. 10. Results Brand and performance metrics are trending up significantly: ● Performance metrics ● Google searches for “Shutterstock” ● Awareness ● Equity ● Customers and prospects calling us(!) ● Door-opener
  11. 11. “Show, don’t tell” Our strategy
  12. 12. Setting the table
  13. 13. Our Strategy • Be Remarkable--literally remarkability=share-ability • Show (don’t tell) what makes you great this is marketing, not entertainment • Have a Personality, but be who you are you need them to remember you • Design the contagion the least obvious, most valuable point
  14. 14. Things heat up!
  15. 15. Over 2.3 million views on our owned channels…
  16. 16. Ad Creative & Director Head of Marketing Chief Marketing Officer Account Executive Marketing Manager Graphic Designer Brand Strategist Sr. Social Media Strategist Head of Global Digital Marketing Head of Social Marketing Lead & Content Specialist Video Producer Editor in Chief, Linkedin
  17. 17. There aren’t many winners in the Fyre Festival mess: You’ve got Netflix and Hulu... Now add Shutterstock to the list. Luxury vibes on a deceptively small budget Shutterstock parodies the Fyre Festival campaign (for millions of dollars less) cleverly recreated the infamous Fyre Festival ad using its own stock footage as part of its new global campaign "It's Not Stock". Shutterstock’s campaign proves that it doesn’t need extraordinary costs to produce such a spectacle. Shutterstock wins the Super Bowl
  18. 18. Original Fyre promo video Shutterstock’s “Fyrestock” video Trailer for new Netflix Show, I- Land Full circle!
  19. 19. Game of Thrones
  20. 20. April Fools
  21. 21. Moon Landing
  22. 22. The Viral Content cookbook • Be Remarkable--literally remarkability=share-ability • Show (don’t tell) what makes you great this is marketing, not entertainment • Have a Personality, but be who you are you need them to remember you • Design the contagion the least obvious, most valuable point
  23. 23. A bit of epidemiology…a deeper dive into viral marketing People are susceptible, infective, and then immune • What do these words mean? • How do we make the susceptible infective? • How do we make the infective more contagious? • How do we postpone immunity as long as possible? Value infections and generations, not duration. Seeding the virus How contagious is your virus?
  24. 24. Where it works
  25. 25. The Viral Content cookbook • Be Remarkable--literally remarkability=share-ability • Show (don’t tell) what makes you great this is marketing, not entertainment • Have a Personality, but be who you are you need them to remember you • Design the contagion the least obvious, most valuable point
  26. 26. You can do this!
  27. 27. Resources 1)Unleashing the Ideavirus, Seth Godin 2)A wonky paper on the math of epidemiology: loulinks.net/themath
  28. 28. Thank you!

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