Social Media Marketing

1. Social Media Marketing David Gracia

2. 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

3. Agenda 1 Brain Teaser 2 Benefits of Viral Marketing 3 Key Success Factors 4 Seeding Strategy 5 Wrap Up

4. Agenda 1 Brain Teaser 2 Benefits of Viral Marketing 3 Key Success Factors 4 Seeding Strategy 5 Wrap Up

5. 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?

6. Agenda 1 Brain Teaser 2 Benefits of Viral Marketing 3 Key Success Factors 4 Seeding Strategy 5 Wrap Up

7. 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

8. Agenda 1 Brain Teaser 2 Benefits of Viral Marketing 3 Key Success Factors 4 Seeding Strategy 5 Wrap Up

9. Will It Blend?

10. Mixta & Mixto

11. Kobe Bryan: Fake or Real?

12. Guys backflip into jeans

13. Evian Roller Babies

14. Quicksilver Dynamite Surfing

15. Blair Witch Project

16. Ronaldinho Nike Ad

17. Awareness Test

18. A Hunter Shoots a Bear

19. Dove Evolution

20. Agenda 1 Brain Teaser 2 Benefits of Viral Marketing 3 Key Success Factors 4 Seeding Strategy 5 Wrap Up

21. people are highly connected … traditional approach viral approach

22. 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

23. plan de medios Youtube Batalla corazones BBVA visibilidad en la homepage

24. videos relacionados Batalla corazones BBVA Batalla corazones BBVA publicidad contextual

25. búsquedas relacionadas Batalla corazones BBVA Real Madrid-Athletic BBVA- Athletic campeón de la batalla El partido más difícil para el Athletic (BBVA) videos patrocinados

26. visibilidad en otras webs Batalla corazones BBVA afiliados de Youtube

27. Depends on the objective Direct Sales Branding Purchasing Mood Social Mood Searching Browsing

28. Social media vs Mass media Active Role Passive Role Engagement Interruption From Friends From Companies Viral Effect No free impacts

29. 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

30. Agenda 1 Brain Teaser 2 Benefits of Viral Marketing 3 Key Success Factors 4 Seeding Strategy 5 Wrap Up

31. 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

32. 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

33. 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

34. 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

35. 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

36. 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

37. 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

38. 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

39. 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

40. 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

41. 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)

42. 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

43. 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

44. Depends on the objective Direct Sales Branding Purchasing Mood Social Mood Searching Browsing

45. Social media vs Mass media Active Role Passive Role Engagement Interruption From Friends From Companies Viral Effect No free impacts

46. Value of the Viral Effect reach cost X X Cost Per Click Net CostPer View Paid Views Total Views

47. Key Performance Indicators Engagement • Video Uploads • Likes • Forwards Activity • Comments • Favorite • Channel subscriptions Volume • Unique Visitors • Started Views • Completed Views

48. 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