Lecture - Word of Mouth + Viral Marketing

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Carl Vervisch

Basic concepts, strategies and examples for word-of-mouth (primarily through digital methods) and viral marketing.

Bildung Business News & Politik

TONIGHT’S FIRST QUESTION

WHAT IS THE MOST IMPORTANT
FACTOR IN SOMETHING
“GOING VIRAL”?
...
PREPARE TO DISCUSS

OUR GOAL, ONCE AGAIN...

IDENTIFY, UNDERSTAND +
COLLABORATIVELY CREATE
A SEGMENT OF INDIVIDUAL + SOCIAL
NEEDS, WANTS, WISHES AND DESIRES.

OUR GOAL, SIMPLIFIED

D: DISCOVER PROSPECTS
U: UNDERSTAND NEEDS
M: MAKE A COMMUNITY
M: MEET THEIR NEEDS
Y: YOU WIN

PRESENTING KATE WHATLEY

WORD OF MOUTH
MARKETING

WAYS TO EARN CONVERSATION

+ GR8 PRODUCT OR SERVICE
+ GR8 CUSTOMER SERVICE
+ INTERESTING/DIFFERENT
PRODUCT

RULES

+ BE INTERESTING
+ MAKE IT EASY
+ MAKE PEOPLE HAPPY
+ EARN TRUST + RESPECT

HOW TO STOP WOM

+ PRIZES + REWARDS
+ OVER-EXPOSURE

5 “T’S” OF PLANNED WOM

+ TALKERS
+ TOPICS
+ TOOLS
+ TAKING PART
+ TRACKING

WOM ETHICS

+ HONESTY OF RELATIONSHIP
+ HONESTY OF OPINION
+ HONESTY OF IDENTITY

WOM TODAY

+ POWER OF CONSUMERS
+ WHAT YOU DO
(NOT WHAT YOU SAY)
+ PERMANENT RECORD
+ MORE HONEST MARKETING
+ EVERYTHING’S AMPLIFIED
+ EFFECTIVENESS

VIRAL VIA MALCOLM GLADWELL

STICKY MESSAGE
+
CONNECTORS, MAVENS +
SALESMEN
+
CONTEXT

VIRAL VIA MALCOLM GLADWELL

STICKY =
A SUBTLE BUT SIGNIFICANT
CHANGE IN PRESENTATION

VIRAL VIA MALCOLM GLADWELL

MAVEN - CONSUMER
WATCHDOG

CONNECTOR - SERIAL FRIEND

SALESMAN - RELATABLE

VIRAL VIA MALCOLM GLADWELL

CONTEXT...

+ MONKS CAN BE MEAN

+ BROKEN WINDOWS = WAR

VIRAL VIA SETH GODIN
SNEEZERS
HIVE
VELOCITY
VECTOR
MEDIUM
SMOOTHNESS
PERSISTENCE
AMPLIFIER

VIRAL VIA DAN ZARRELLA

NOVELTY
SIMPLICITY
SOCIAL PROOF
UTILITY
COMMUNAL RECREATION
INCENTIVE

VIRAL VIA DAN ZARRELLA
+ DEFINE GOALS AND TARGET
+ RESEARCH SUCCESSES + INFLUENCERS
+ BRAINSTORM MULTIPLE IDEAS
+ CHECK FOR INGREDIENTS
+ CREATE CAMPAIGNS AND TEST
+ SEED IN AS MANY PLACES AS SENSIBLE
+ MONITOR ANALYTICS OF CAMPAIGN
+ LEARN FROM DATA

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Lecture - Word of Mouth + Viral Marketing

1. TONIGHT’S FIRST QUESTION WHAT IS THE MOST IMPORTANT FACTOR IN SOMETHING “GOING VIRAL”? ... PREPARE TO DISCUSS

2. OUR GOAL, ONCE AGAIN... IDENTIFY, UNDERSTAND + COLLABORATIVELY CREATE A SEGMENT OF INDIVIDUAL + SOCIAL NEEDS, WANTS, WISHES AND DESIRES.

3. OUR GOAL, SIMPLIFIED D: DISCOVER PROSPECTS U: UNDERSTAND NEEDS M: MAKE A COMMUNITY M: MEET THEIR NEEDS Y: YOU WIN

4. PRESENTING KATE WHATLEY WORD OF MOUTH MARKETING

5. WAYS TO EARN CONVERSATION + GR8 PRODUCT OR SERVICE + GR8 CUSTOMER SERVICE + INTERESTING/DIFFERENT PRODUCT

6. ORGANIC VS. AMPLIFIED

7. RULES + BE INTERESTING + MAKE IT EASY + MAKE PEOPLE HAPPY + EARN TRUST + RESPECT

8. REASONS PEOPLE TALK + YOU + ME + US

9. HOW TO STOP WOM + PRIZES + REWARDS + OVER-EXPOSURE

10. 5 “T’S” OF PLANNED WOM + TALKERS + TOPICS + TOOLS + TAKING PART + TRACKING

11. WOM ETHICS + HONESTY OF RELATIONSHIP + HONESTY OF OPINION + HONESTY OF IDENTITY

12. WOM TODAY + POWER OF CONSUMERS + WHAT YOU DO (NOT WHAT YOU SAY) + PERMANENT RECORD + MORE HONEST MARKETING + EVERYTHING’S AMPLIFIED + EFFECTIVENESS

13. WOM VS. VIRAL

14. VIRAL VIA MALCOLM GLADWELL STICKY MESSAGE + CONNECTORS, MAVENS + SALESMEN + CONTEXT

15. VIRAL VIA MALCOLM GLADWELL STICKY = A SUBTLE BUT SIGNIFICANT CHANGE IN PRESENTATION

16. VIRAL VIA MALCOLM GLADWELL MAVEN - CONSUMER WATCHDOG CONNECTOR - SERIAL FRIEND SALESMAN - RELATABLE

17. VIRAL VIA MALCOLM GLADWELL CONTEXT... + MONKS CAN BE MEAN + BROKEN WINDOWS = WAR

18. VIRAL VIA SETH GODIN SNEEZERS HIVE VELOCITY VECTOR MEDIUM SMOOTHNESS PERSISTENCE AMPLIFIER

19. VIRAL VIA DAN ZARRELLA NOVELTY SIMPLICITY SOCIAL PROOF UTILITY COMMUNAL RECREATION INCENTIVE

20. VIRAL VIA DAN ZARRELLA + DEFINE GOALS AND TARGET + RESEARCH SUCCESSES + INFLUENCERS + BRAINSTORM MULTIPLE IDEAS + CHECK FOR INGREDIENTS + CREATE CAMPAIGNS AND TEST + SEED IN AS MANY PLACES AS SENSIBLE + MONITOR ANALYTICS OF CAMPAIGN + LEARN FROM DATA

21. EXAMPLES

22. VIRAL VIA DAN ZARRELLA NOVELTY SIMPLICITY SOCIAL PROOF UTILITY COMMUNAL RECREATION INCENTIVE

23. EXAMPLES

24. VIRAL VIA DAN ZARRELLA NOVELTY SIMPLICITY SOCIAL PROOF UTILITY COMMUNAL RECREATION INCENTIVE

25. EXAMPLES

26. VIRAL VIA DAN ZARRELLA NOVELTY SIMPLICITY SOCIAL PROOF UTILITY COMMUNAL RECREATION INCENTIVE

27. EXAMPLES

28. VIRAL VIA DAN ZARRELLA NOVELTY SIMPLICITY SOCIAL PROOF UTILITY COMMUNAL RECREATION INCENTIVE

29. EXAMPLES

30. VIRAL VIA DAN ZARRELLA NOVELTY SIMPLICITY SOCIAL PROOF UTILITY COMMUNAL RECREATION INCENTIVE

31. EXAMPLES

Lecture - Word of Mouth + Viral Marketing

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Lecture - Word of Mouth + Viral Marketing