slide1 l.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
'Viral Marketing' with Prof. Damien McLoughlin MBS '93 and guest speaker Dr. John Fanning BComm '64 PowerPoint Presentation
Download Presentation
'Viral Marketing' with Prof. Damien McLoughlin MBS '93 and guest speaker Dr. John Fanning BComm '64

Loading in 2 Seconds...

play fullscreen
1 / 34

'Viral Marketing' with Prof. Damien McLoughlin MBS '93 and guest speaker Dr. John Fanning BComm '64 - PowerPoint PPT Presentation


  • 128 Views
  • Uploaded on

'Viral Marketing' with Prof. Damien McLoughlin MBS '93 and guest speaker Dr. John Fanning BComm '64 . Dr. John Fanning Author of 'The Importance of Being Branded: An Irish Perspective ' . Prof. Damien McLoughlin Director, Executive Education UCD Smurfit School. AGENDA.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ''Viral Marketing' with Prof. Damien McLoughlin MBS '93 and guest speaker Dr. John Fanning BComm '64' - fausto


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
slide1

'Viral Marketing' with Prof. Damien McLoughlin MBS '93 and guest speaker Dr. John Fanning BComm '64

Dr. John FanningAuthor of 'The Importance of Being Branded: An Irish Perspective'

Prof. Damien McLoughlin

Director, Executive Education

UCD Smurfit School

slide2

AGENDA

The webinar will cover the following key areas: *   The Importance of Viral Marketing *   How Viral Marketing has changed marketing *   Death of the 30-second TV commercial - the need for innovation in marketing

25 minutes

Questions and Answers - 15 minutes

executive education upcoming marketing programmes

Executive EducationUpcoming Marketing Programmes

Digital Marketing: Transforming Business

29th September – 1st OctoberDr. John Fanning

Performance Driven Marketing

10th – 12th NovemberProf. Damien McLoughlin

Email exec.ed@ucd.ie for further information or telephone 716 8889

social media

Social Media

Transforming the Landscape

John Fanning

transforming the media landscape
Transforming the Media Landscape

Mid 15th century - printing press

-1800 - telegraph/telephone

-1850 - recorded media - music film

-1900 - transmission of sound, film

-Late 20th century - the internet

implications
Implications
  • All media converge on one channel
  • Everyone - the former audience become potential producers
    • the greatest expansion of creative capacity in history
  • It’s not just that people can now speak directly back to business
    • but that they can speak to each other in public about businesses.
philosophical underpinning
Philosophical Underpinning
  • Roots in 1960s counter - culture
  • A mixture of the academic, the hippie, the peasant and the geek
  • Critical values include - collaboration, creative expression, meaning
plus ca change
Plus ca Change
  • Radio didn’t kill press, television didn’t kill radio, the internet won’t kill the 30sec commercial
  • At the end of the day - it’s not about new technology - it’s not about new media - It’s about new messages.
what is social media
What Is Social Media????

A Conversation Based Online

and it differs from traditional media

technology

is

the

conduit

And it differs from Traditional Media

Social media is based on the integrations/conversations between different people online and for brands to become part of this they need to move from a monologue to a dialogue

…it’s not finite…

Source: Wikipedia

how it differs from traditional media
How it differs from Traditional Media…

Traditional Media

Social Media

Customer

Prof media outlets

Static content

Campaign

Monologue/Push

Collaborator

User generated content

Evolving content

Commitment

Dialogue/Pull

VS

slide19

93% of Social Media users believe companies should have a Social Media Presence

Cone, Business in Social Media Study, September 2008

slide20

56% feel a Stronger Connection to brands who use social media

Cone, Business in Social Media Study, September 2008

how people use social media
How People Use Social Media

The way people use Social Media can be broken down into 3 different categories

creating content
Creating Content

Blogs/Wikis

Video editing/uploading – YouTube/Dailymotion

Twitter

New ways to create content popping up regularly

make connections
Make Connections

Building online personalities through social network profiles i.e. Bebo/Facebook

Can chat to friends, piers or brands

Can seek out new contacts through links with current connections

Can publish & expose any content they have developed to friends

make recommendations
Make Recommendations

Have the opportunity to give their views on a product & rate the product i.e. ebay/tripadvisor

Can answer peoples requests on reviews of different products

Can make comments on peoples Social Network profiles/ content

Can amend Wiki’s with new updates

the reason to use social media
The Reason To Use Social Media

Create

Awareness

Encourage

Trial

Inspire

Loyalty

Create

Ambassadors

  • Develop greater market share
  • Build Your Brand Reputation
  • Increase Sales
  • Promote Brand advocates
    • Encourage current advocates to talk about the product
    • Promote current volunteers/donatorsinto Brand Advocates
how does social media deliver
How Does Social Media deliver ???
  • It helps develop a relationship with your customers through dialogue
    • Customers want and expect to receive answers they pose to the brand
    • Opportunity to defend your brand to defectors
  • Drive Brand Advocacy
managing a social media profile
Managing a Social Media profile

Develop a content plan

Catalogue all content available

Outline conversation topics

Build a FAQ database – update with fans questions as they come in

managing a social media profile29
Managing a Social Media Profile

Regular monitoring of your profile(5 mins every hour)

Personalise your responses

Don’t be afraid to ask questions of your fans

bank of america
Bank of America

http://twitter.com/BofA_Help

http://smallbusinessonlinecommunity.bankofamerica.com/index.jspa

slide31

USEFUL READING

The Importance of Being Branded: An Irish Perspective (paperback)

slide33

Next Webinar -13th May

Executing Strategy with Prof. Patrick Gibbons

In this webinar Prof. Patrick Gibbons will discuss the topic of executing strategy in challenging times. For further information email businessalumni@ucd.ie.

executive education upcoming marketing programmes34

Executive EducationUpcoming Marketing Programmes

Digital Marketing: Transforming Business

29th September – 1st OctoberDr. John Fanning

Performance Driven Marketing

10th – 12th NovemberProf. Damien McLoughlin

Email exec.ed@ucd.ie for further information or telephone 716 8889