2. Viral marketing describes any strategy that
encourages individuals to pass on a
marketing message to others , creating the
potential for exponential growth in the
message’s exposure and influence.
Mekanism, a digital social media production
company development of viral marketing
campaigns
Mekanism focuses its work on story-telling
through emerging media platforms
68% annual growth in billings
Mostly engineered in virality , by creating an
online campaign and make it go viral
4. • 2000 – Membangun perusahaan advertising ketika adanya media
fragmentation dan penyusutan biaya untuk advertising
• 2007 – Client hanya meng-hired 1 agency untuk campaign produk
mereka. Founder ingin membuat multiple agency.
• 2009 – Mechanism mengembangkan viral marketing & meningkatkan
annual growth 68%
• 2010 – Growth hanya 10% & client yang bergabung lebih sedikit.
5. Becoming full service
• Closer relationship with advertisers and afford more
opportunities to leverage the content into Television
and other traditional media
Remain in Niche creative shop that specialized in Viral
Marketing
• Focus on what makes in successful and attempt to
fend off recent competition
8. • Online Video advertising also offers the potential for higher level of consumer
engagement with brand rather than cost saving and fast reach
• Online video offered viewers more possibilities for interactive than TV ads and
amounted to more brand related time spent by consumer
“Engineering Virality”
3 main approaches:
1. A unique storytelling focus
2. Management of digital
platforms
3. Building a network of high-
profile digital influencers to
help spread a campaign
10. • Positive emotional associations with brand and
a desire to share the stories
• Research and understand the interest and
needs of the target group by conducting focus
groups and monitoring online buzz
Engaging the
consumer on a
deeper level
• ‘Gives something for the consumer to talk
about within their social media
• Finding and sharing the content
• Creating platforms for people to have voice
to build the relationship between consumers
and the brand
Involving the
consumer in the
process
12. • First step: Developing right story for a brand and target audience
• Development of 3 pronged strategy:
• Reaching out popular blogger and high profile digital influencers, online
citizens with large followings to create editorial buzz around campaigns
and increased sharing process
• Distribution strategy relied heavily on the use of owned spaces on social
media platforms
• Use of traditional paid and digital media
• ‘Building and fostering brand communication’ online and
‘working at the speed of social media by creating a constant
dialogue with the consumers’ – Crucial pieces
14. • In 2006, Microsoft help in promoting launch of
Microsoft Vista
• Reaching out to a number of other popular online
personalities to promote the campaign and direct the
followers to website
• Influencer network continues and become a
central components built into the majority of
their campaigns - ‘seeding’ the campaign’s
content on variety of blogs and other sites that
could post later
15. 5 Steps characterized Mekanism’s digital
influencers strategy
Identity
Engage
Value
Exchang
e
Distribut
e
Message
Optimize
18. Clients requesting other complimentary services to viral marketing.
Converting mekanism from a specialized production shop to a full
service ad agency.
Major clients wanted Mekanism to provide a complete service to cater to their
needs
Risk of diluting Mekanism’s core competency : Viral marketing
Conversion into an ad agency as part of expansion strategy
Provide a closer relationship with advertisers with increased usage of the internet
It will be easier to attract bigger clients because as it is ad agency
Ad agency can provide over a standalone service provider,
it is advisable to Mekanism to become a ad agency and thereby provide complete
integrated service
19. Established player in the market
Got the right mix of talent
Innovation at its best
Ability to deliver viral videos consistently
Pre-empting clients needs
Serving blue chip clients
Great Understanding of brand / customer
needs
Still servicing a large number of ad agencies
Unable to command a higher share of
clients’ total expenses
Digital spends account for 13%
Growing business with existing clients and add new ones by
expanding to a full-service ad agency (offer digital/viral
marketing in addition to traditional marketing/advertising
and content creation)
• Cut out “ ad agency” middleman and take a bigger portion
of billings by working directly with in-house brand advertisers
• Go after big brands with larger, growing budgets for
digital/viral marketing
• Digital advertising/”virality” has become more prevalent
with increased end-user and usiness social media use;
Consumers are tuning out TV ads and spending more time
online
• Capitalize on traditional ad agencies’ lack of experience
and technical skills in creating/managing digital advertising
and viral marketing campaigns.
Traditional ad agencies are quickly gaining digital and
‘viral marketing’ expertise with significant talent and
monetary resources - positioning themselves to be a
“one stop shop”
• Trend in advertising industry of clients consolidating
agencies
• Skepticism from clients on potential virality of
campaigns
STRENGT
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WEAKNES
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OPPORTUNITIE
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THREA
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ANALYSI
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