Mount carmel College, Bangalore - Class on basics of Marketing (Social Media, Viral Marketing, Neuro Marketing) for B.Com students

1. MARKETING BASICS
Smitha Hemmigae

2. Agenda
 New trends in Marketing
 Social Media
 Viral Marketing
 Neuro Marketing

3. Social Media Marketing – 7 Ps
 Perception
 Build brand reputation and persona and be consistent
 Predominance
 Extend your brand reach and social media influence by
focusing your efforts on your target audience
 Progression
 Persistently publish useful and meaningful content and
conversations so your target audience can obtain true social
value from your brand
 Proof
 Quality content and conversations trump quantity to develop
trust with target audience
 Prevalence
 Quantity still matters. Ensure your brand is visible by
publishing content and conversations frequently
 Prominence
 Stand out from the clutter online by appearing in the right
places to get in front of the right audiences
 Power
 Social media power comes from the collective strength of all of
the previous social media marketing P‘s.

4. Case Study - Barack Obama became the President
of the United States by tapping into social media
 The 2008 Obama Presidential campaign made
history – Not only the first African American president
but he was also the first presidential candidate to
effectively use social media as a major campaign
strategy
 Like JFK was the first president who really understood
television, Obama is the first social media president
 In 2008 sending out voting reminders on Twitter and
interacting with people on Facebook was a big deal
 The Obama campaign reached 5 million supporters on
15 different social Networks over the course of
campaign season; by November 2008, Obama had
approximately 2.5 million (some sources say as many
as 3.2 million) Facebook supporters, 115,000 Twitter
followers, and 50 million viewers of his YouTube
channel
 In 2008, McCain‘s campaign was as social-media-deaf
as Obama‘s was social-media-savvy
No other candidate has ever integrated the full picture the way [Obama] has,
that‘s what‘s really new about his campaign

5. Case Study - Barack Obama became the President
of the United States by tapping into social media
 4 years later in 2012
 Current measures of American adults who use social networks are at
69%; that‘s up significantly from the 37% of those who had social network
profiles in 2008
 A lot of research is available to prove that young people who are politically
active online are twice as likely to vote than those who are not
 In 2012, Obama not only had the expertise on his team, he had an
established social media machine up and running
 Since social media is about relationships, having a running start building
those connections is a distinct benefit (Romney‘s campaign being a late
starter did not get the traction)
 The real power of social media is not in the number of posts or Tweets but
in user engagement measured by content spreadability
 For example, Obama logged twice as many Facebook ―Likes‖ and nearly 20
times as many re-tweets as Romney; hence Obama had far superior reach
 A final aspect of the Obama campaign‘s social media success comes from
the increasing sophistication of online data collection
 Social media is a normal and central form of communications with
distinctly different properties than traditional mass media approaches.
Obama has set the bar for future campaigns but social media and network
structures should be given serious attention in the media strategy, whether
it‘s for politicians, organizations, brands or public service initiatives
The real drivers of an effective social media campaign, however, are based on
the psychology of social behaviours not the current technology

6. Viral Marketing
 Viral marketing is an idea that spreads--and an idea that while it is spreading
actually helps market your business or cause.
 Off the Internet, viral marketing has been referred to as ―word-of-mouth,‖
―creating a buzz,‖ ―leveraging the media,‖ ―network marketing.‖
 Two kinds of viral marketing: The original classic sort in which the marketing
is the product and which a self-amplifying cycle occurs.
 Hotmail, for example, or YouTube. The more people use them, the more people see
them. The more people see them, the more people use them. The product or service
must be something that improves once more people use it
 A second kind has evolved over the last few years, and that's a marketing campaign
that spreads but isn't the product itself. Shepard Fairey's poster of Barack Obama was
everywhere, because people chose to spread it. It was viral (it spread) and it was
marketing (because it made an argument--a visual one--for a candidate.)
 Viral marketing only works well when you plan for it, when you build it in,
when you organize your offering to be spreadable, interesting and to work
better for everyone involved when it spreads
 Viral marketing cheat list
 Stop being Neutral (its all about emotions)
 Do something unexpected (stand off the block – Belndtec campaign)
 Don‘t make advertisements (low shelf-life in minds of viewer)
 Make sequels (get people to act)
 Allow and promote sharing (allow people to download and embed content)
 Connect with comments (re-tweak your campaign based on the response – Old Spice
advertisement)
 Never restrict access (Don‘t require people to download special software, register, etc)

7. Case Study – Kolaveri Di
 Piracy is a big drawback
 Wanted to build hype around home production
 Shot a 4 minute video of Dhanush singing
Kolaveri Di in A R Rehman studios
 Released it on YouTube as official video, with
Sony music
 Within three weeks of its release on YouTube,
the Kolaveri Di video garnered 19 million
views and was shared by 6.5 million
Facebook users
 It was drawing more than 10,000 tweets daily
by the end of its first online week
 Having garnered over 45 million views so far,
it has proved with its success that viral
marketing works in India too
 What garnered the success – the song
evokes strong emotion is one. Kolaveri did: it
is the song of a jilted lover pouring out his
anguish with subtle humour and co-creation

8. Neuro Marketing
 Neuromarketing has become an emerging trend in
21st century market research that studies
consumers' sensorimotor, cognitive, and affective
response to marketing stimuli
 Researchers use technologies such as functional
magnetic resonance imaging (fMRI) to measure
changes in activity in parts of the brain,
electroencephalography (EEG) and Steady state
topography (SST) to measure activity in specific
regional spectra of the brain response, and/or
sensors to measure changes in one's physiological
state, also known as biometrics, including (heart
rate and respiratory rate, galvanic skin response)
to learn why consumers make the decisions they
do, and what part of the brain is telling them to do it
 Advertisers have long used science to peer into
consumers‘ brains; ‗neuromarketing‘ has given
them the power to delve into our subconscious

9. Case Study – Volkswagen VW
Passat
 Super Bowl ads are the most sought-after and
expensive slots in the industry
 In 2011, Volkswagen came out with brilliant
spot
 Their ad for the VW Passat saw a pint-size
Darth Vader walking down the hallway of his
suburban home, attempting to use ―The
Force‖ on his parents‘ exercise bike, the
washing machine — even the family dog
 When his father arrived home in his Passat,
the boy was almost ready to admit defeat;
uses the key to switch on the engine and the
boy is amazed that is power worked
 The Force was, to use the American
vernacular, off the charts, achieving the
highest ―neuro-engagement score‖
 Adweek named it 2011‘s best commercial; it
won two Gold Lions at Cannes. Before the
game even began it had attracted 12 million
YouTube views. At the time of writing it‘s had
almost 58 million.

10. Reach/follow me @
 Facebook – smitha.hemmigae
 Twitter: @smithahs
 E-mail: smitha.hemmigae@gmail.com
 Blog: shemmigae.wordpress.com