Social media marketing
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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 marketing

Social Media Marketing

David Gracia


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


Social media marketing

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


Social media marketing

Will It Blend?


Social media marketing

Mixta & Mixto


Social media marketing

  • Kobe Bryan: Fake or Real?


Social media marketing

  • Guys backflip into jeans


Social media marketing

Evian Roller Babies


Social media marketing

Quicksilver Dynamite Surfing


Social media marketing

Blair Witch Project


Social media marketing

  • Ronaldinho Nike Ad


Social media marketing

  • Awareness Test


Social media marketing

A Hunter Shoots a Bear


Social media marketing

  • Dove Evolution


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


Social media marketing

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


Social media marketing

plan de medios Youtube

Batalla corazones BBVA

visibilidad en la homepage


Social media marketing

videos relacionados

Batalla corazones BBVA

Batalla corazones

BBVA

publicidad contextual


Social media marketing

búsquedas relacionadas

Batalla corazones BBVA

Real Madrid-Athletic

BBVA- Athletic campeón

de la batalla

El partido más difícil para el Athletic (BBVA)

videos patrocinados


Social media marketing

visibilidad en otras webs

Batalla corazones

BBVA

afiliados de Youtube


Social media marketing

Depends on the objective

Direct Sales

Branding

Purchasing Mood

Social Mood

Searching

Browsing


Social media marketing

Social media vs Mass media

Active Role

Passive Role

Engagement

Interruption

From Friends

From Companies

Viral Effect

No free impacts


Social media marketing

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


Social media marketing

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


Social media marketing

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


Social media marketing

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


Social media marketing

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


Social media marketing

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


Social media marketing

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


Social media marketing

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


Social media marketing

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


Social media marketing

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


Social media marketing

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


Social media marketing

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)


Social media marketing

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


Social media marketing

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


Social media marketing

Depends on the objective

Direct Sales

Branding

Purchasing Mood

Social Mood

Searching

Browsing


Social media marketing

Social media vs Mass media

Active Role

Passive Role

Engagement

Interruption

From Friends

From Companies

Viral Effect

No free impacts


Social media marketing

Value of the Viral Effect

reach

cost

X

X

Cost Per Click

Net CostPer View

Paid Views

Total Views


Social media marketing

Key Performance Indicators

Engagement

  • Video Uploads

  • Likes

  • Forwards

Activity

  • Comments

  • Favorite

  • Channel subscriptions

Volume

  • Unique Visitors

  • Started Views

  • Completed Views


Social media marketing

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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