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Social Media Marketing. David Gracia. Social Media Marketing. Viral Marketing & Communication in Social Media. Digital Communication Strategy. Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect: Marketers are your Friends

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social media marketing1
Social Media Marketing

Viral Marketing & Communication in Social Media

Digital Communication Strategy

  • Why is Viral Marketing important
  • Word-Of-Mouth Communication Techniques
  • The Viral Effect: Marketers are your Friends
  • ROI of social media compared to mass media

Online User Experience

Communication in Search Engines: SEM

Communication in Search Engines: SEO

Social Media Marketing

Crisis Management in Social Media

F-Commerce: From Likes to Buys

Mobile Marketingand Communication

Course Introduction

agenda
Agenda

1

Brain Teaser

2

Benefits of Viral Marketing

3

Key Success Factors

4

Seeding Strategy

5

Wrap Up

agenda1
Agenda

1

Brain Teaser

2

Benefits of Viral Marketing

3

Key Success Factors

4

Seeding Strategy

5

Wrap Up

slide5

Brain Teaser for Viral Marketing

This viral marketing campaign consists of a video that is passed along from friends to friends

When someone receives this video there is a 4% probability they forward it to other friends

When someone decides to pass along the video they send it on average to other 30 people

Question #1:

Will the audience of this viral marketing campaign grow exponentially?

Question #2:

What would happen if the pass-along probability would be 3%?

Question #3:

What can we learn from this brain teaser to plan the seeding strategy of a viral marketing campaign?

agenda2
Agenda

1

Brain Teaser

2

Benefits of Viral Marketing

3

Key Success Factors

4

Seeding Strategy

5

Wrap Up

benefits of viral marketing
Benefits of Viral Marketing

1

It is an opportunity for differentiation

2

It allows to reach a large audience in a short period of time

3

It has more credibility since messages come with the endorsement of friends

4

It creates engagement and helps to build an emotional bound with the brand

5

It has lower costs and leads to a better return on investment

… but traditional marketing techniques do not necessarily work in social media

agenda3
Agenda

1

Brain Teaser

2

Benefits of Viral Marketing

3

Key Success Factors

4

Seeding Strategy

5

Wrap Up

agenda4
Agenda

1

Brain Teaser

2

Benefits of Viral Marketing

3

Key Success Factors

4

Seeding Strategy

5

Wrap Up

people are highly connected
people are highly connected …

traditional approach

viral approach

slide22

audiencia

número de visualizaciones

Viral Effect

impactosgratuitos

250.000

impactospagados

día 15 día 30 día 45 día 60 día 75 día 90

factor viral

plan de medios

slide23

plan de medios Youtube

Batalla corazones BBVA

visibilidad en la homepage

slide24

videos relacionados

Batalla corazones BBVA

Batalla corazones

BBVA

publicidad contextual

slide25

búsquedas relacionadas

Batalla corazones BBVA

Real Madrid-Athletic

BBVA- Athletic campeón

de la batalla

El partido más difícil para el Athletic (BBVA)

videos patrocinados

slide26

visibilidad en otras webs

Batalla corazones

BBVA

afiliados de Youtube

slide27

Depends on the objective

Direct Sales

Branding

Purchasing Mood

Social Mood

Searching

Browsing

slide28

Social media vs Mass media

Active Role

Passive Role

Engagement

Interruption

From Friends

From Companies

Viral Effect

No free impacts

slide29

Digital Marketing Toolkit

Twitter Search

Google Analytics

Facebook Insights

Youtube Insights

Hootsuite

Google Adwords

Facebook Places

Tweet Scan

Google Adsense

Quantcast

Tweet Stats

Google Places

Tweetertise

Website Optimizer

agenda5
Agenda

1

Brain Teaser

2

Benefits of Viral Marketing

3

Key Success Factors

4

Seeding Strategy

5

Wrap Up

slide31

Why is Viral Marketing important

why

how

value

Differentiation

Tell a story

Viral Campaigns ROI

Higher reach

Surprise the audience

YouTube vs. Google

More credibility

Create an emotion

YouTube vs. TV

Higher involvement

Engage people

Value of Viral Effect

Better ROI

Make sequels

Key Metrics

slide32

Opportunity for differentiation

  • Consumers are exposed to an insane number of commercial impacts
  • Every day it is more difficult to grab the attention of our target customers
  • The efficiency of traditional marketing techniques decreases
slide33

reach a large audience

  • Word Of Mouth is nothing new of this era of the Internet

traditional approach

viral approach

  • But the web is becoming social and people are highly connected on social networks
  • This amplifies the reach and speed of the diffusion of viral messages
slide34

more credibility and relevance

  • Consumers have developed a negative attitude towards traditional advertising
  • People trust other people. 78% of people don’t trust advertising
  • In viral marketing the message comes with the endorsement of a trusted friend
slide35

Better return on investment

  • Viral marketing is not free; some kind of promotion is necessary to raise awareness about the campaign
  • Once a critical mass is reached the message gets spread virally (for free)
  • The higher the viral effect, the better the ROI of the campaign
slide36

Higher engagement

  • In viral marketing users take an active role: watch, comment, like, share
  • In some cases they even create content or suggest new videos to be produced
  • Thus the % of targeted audience that remembers the brand is higher than in mass media
slide37

How to earn the attention

why

how

value

Differentiation

Tell a story

Viral Campaigns ROI

Higher reach

Surprise the audience

YouTube vs. Google

More credibility

Create an emotion

YouTube vs. TV

Higher involvement

Engage people

Value of Viral Effect

Better ROI

Make sequels

Key Metrics

slide38

It’s all about a good story

  • You don’t control the distribution of the message that is sent from friends to friends
  • To encourage the pass-along rate it is important that your video does not sound like an add
  • The product or brand might appear explicitly but within a story
slide39

Do something unexpected

  • To earn the attention of users you need to surprise people
  • Never repeat something just because it worked in the past; leverage the novelty effect
  • Example: the tippex campaign surprises when the hunter goes out of the video and grab a tippex
slide40

Create an emotion

  • To be memorable and forwarded the message needs to raise an emotion
  • The emotion might be humor, play the absurd, a fake-or-real situation…
  • Or the emotion might be terror or something controversial
slide41

Make sequels

  • If you happen to find a creative concept that gets viral you’ve got a golden mine
  • Don’t just do a one-shot viral but make sequels to amplify the effect of the campaign over time
  • You can do a making off (Mixta), blend different objects or play with many different verbs (tippex)
slide42

Engage people

  • Allow sharing, embedding and downloading
  • Ask people to suggest new videos or create their own ones
  • Not only they will bring fresh ideas but will also become ambassadors of your campaign
slide43

What about the ROI?

why

how

metrics

Differentiation

Tell a story

Volume KPIs

Higher reach

Surprise the audience

Activity KPIs

More credibility

Create an emotion

Engagement KPIs

Higher involvement

Engage people

Economic KPIs

Better ROI

Make sequels

Tools for analytics

slide44

Depends on the objective

Direct Sales

Branding

Purchasing Mood

Social Mood

Searching

Browsing

slide45

Social media vs Mass media

Active Role

Passive Role

Engagement

Interruption

From Friends

From Companies

Viral Effect

No free impacts

slide46

Value of the Viral Effect

reach

cost

X

X

Cost Per Click

Net CostPer View

Paid Views

Total Views

slide47

Key Performance Indicators

Engagement

  • Video Uploads
  • Likes
  • Forwards

Activity

  • Comments
  • Favorite
  • Channel subscriptions

Volume

  • Unique Visitors
  • Started Views
  • Completed Views
slide48

Viral Marketing on YouTube

why

how

value

Differentiation

Tell a story

Viral Campaigns ROI

Higher reach

Surprise the audience

YouTube vs. Google

More credibility

Create an emotion

YouTube vs. TV

Higher involvement

Engage people

Value of Viral Effect

Better ROI

Make sequels

Key Metrics

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