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Digital Marketing Academy Session 5: Viral & Geosocial

Digital Marketing Academy Session 5: Viral & Geosocial. Phil Blything – Glow New Media. Viral. #obama. Viral marketing.

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Digital Marketing Academy Session 5: Viral & Geosocial

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  1. Digital Marketing AcademySession 5: Viral & Geosocial Phil Blything – Glow New Media

  2. Viral #obama

  3. Viral marketing “...marketing techniques that use pre-existing social networks to produce increases in brand awareness or direct response through self-replicating viral processes, analogous to the spread of viruses.” Wikipedia

  4. Types • Video • Interactive (flash games) • Advergames • eBooks • Brandable software • Images • Text messages • Emails

  5. The story... • Word of Mouth • Becomes “Word of Mouse” • “The Virus of Marketing” Fast Company Article 1996 • Used to describe HoTMaiL footer ads 1997 • “The Ideavirus” 2001 – Seth Godin • Gmail invites 2004

  6. Pros & Cons

  7. Video #obama

  8. Caterer.com – Little Gordon http://www.youtube.com/watch?v=WcZqwR9tbJE

  9. How does it rate? • Funny • Forwardable • Relatively low risk • Relevant • On brand • Clear proposition • Clear call to action

  10. Old Spice the man your man could smell like http://www.youtube.com/watch?v=owGykVbfgUE

  11. How does it rate? • Very funny • Massive global success • Repositions Old Spice Brand • Well seeded • Successful follow up campaign • Clear proposition • Clear call to action

  12. Sandyballs.co.uk http://www.youtube.com/watch?v=JEyKFkkcHAc

  13. How does it rate? • Repurposed from TV ad • High risk • Backfired!? • What price fame!

  14. Awareness Test http://www.youtube.com/watch?v=Ahg6qcgoay4

  15. How does it rate? • Transport for London • 13.3 Million views • Clear proposition • Good call to action • GREAT example of imaginative viral

  16. Awareness Test http://www.youtube.com/watch?v=tXA5rBQVtQE

  17. How does it rate? • Xtravel.nl • Funny? • 487,000 Views • Good call to action • Vague proposition

  18. Interactives #obama

  19. Cargo A Go Go http://www.liverpoolmuseums.org.uk/maritime/cargoagogo/

  20. Spot Difference – Bolton Museum http://http://www.glow-internet.com/clients/bolton/spot/

  21. Canopic Capers – Bolton Museum http://www.glow-internet.com/clients/bolton/canopic/

  22. My Liverpool Skyline – Vision http://www.myliverpoolskyline.com

  23. Images #obama

  24. How does it rate? • Nice image • Not particularly relevant • No contact, ownership or call to action

  25. How does it rate? • Fantastic use of environment • Cheap to produce • Low risk • Inherent encouragement of sharing • Clear proposition

  26. How does it rate? • Powerful image • Good viral potential • Relatively easy to execute • Great awareness branding

  27. How does it rate? • Little commercial potential • Good viral potential

  28. How does it rate? • Funny • Huge viral potential • Very easy to execute • Very time sensitive • Could this have been used commercially?

  29. How does it rate? • Funny • Little commercial potential

  30. How does it rate? • Funny (ish...) • On brand • Low risk • No call to action

  31. How does it rate? • Interesting • Accidental • On brand? • No call to action

  32. How To #obama

  33. What makes a good viral? • Very New • Fascinating • Hilarious • Outrageous • Personal • Fun • Clear / Easy referral mechanism • Valuable

  34. Process • Concept • Format choice • Execution • Referral mechanism • Seeding

  35. It’s not for everybody! • Does your organisation take risks? • Is the product interesting? Really? • Execution • Referral mechanism • Seeding

  36. Low Risk Examples • Win a meal / stay / visit – refer a friend • Copy positive comment to Facebook • Check in for discount / offer

  37. Geosocial #obama

  38. Geosocial Networking “... Geosocial Networking is a type of social networking in which location awareness, geocoding and geotagging are used to enable additional social dynamics..” Wikipedia

  39. The story... • 1990s Proliferation of Mobile phones • GPS Launched 1994 • Tom Tom One Launched • GPS Chips proliferate • iPhone Launched 2007 • Google places 2008 • Foursquare founded 2009 • Facebook places launched 2010

  40. Geosocial in a Business Context • Understanding of WHERE customers are • Gathering intelligence • Building relationships • PR, Promotions and Competitions • Viral Marketing & Word of Mouth • Receiving praise and complaints • Humanising business risk

  41. risk

  42. Geosocial Platforms • Smartphone Apps • Facebook Places • Google Places • Foursquare • Tripadvisor • Urbanspoon • Gowalla • Dopplr • Fire eagle

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