Social media and virality

1. Social media and virality MARK 490 Week 5

2. Overview • What is virality and do we always want it? • Can virality be predicted or reproduced? • TodMaffin’s Six Genetic Markers of Viral Marketing

3. Before we start…. • Why videos go viralKevin Allocca TED 2011 • So what is going on here?

4. The concept of the meme • What lies at the heart of every living thing is not a fire, not warm breath, not a ‘spark of life.’ It is information, words, instructions” • “If you want to understand life, don’t think about vibrant, throbbing gels and oozes, think about information technology.” • Both quotes from Richard Dawkins in 1986 – the evolutionary biologist who created the concept of the meme as a form of replicator

5. Viruses and memes • “Memes propagate themselves in the meme pool by leaping from brain to brain via a process which, in the broad sense, can be called imitation” • Richard Dawkins • This is taking a biological concept (broadly that of a virus) and applying it to ideas

6. Ah…a meme • Hence…..memes + social media technology = virality

7. Can or should we differentiate? • Does all viral marketing rely on memes or can we differentiate a meme from other types of viral agents?

8. Viral marketing – what is it? • A marketing phenomenon that encourages people to pass along a marketing message in such a way that it spreads like a virus or a meme • Compulsive reading, listening or viewing • Can be text, image, video, sound file • So amazing that people have the urge to share with others • Social mediais the engine for viral marketing because of the “network effect” • WoM is trusted Based on: eMarketing eXcellence. 2008. Chaffey et al. BH

9. Engaging in the conversation – balancing control and credibility CONTROL Monologue Traditional marketing communications and PR “a person like yourself” CREDIBILITY Spontaneity Conversation Advertising Dialogue Community Based on ideas from Edelman’s Trust Barometer

10. Something to consider before we go any further • Do we as marketers want *everything* to go viral?

11. Viral marketing (word-of-mouth direct marketing) • Viral includes any strategy that encourages people to pass on your message to others • Word of mouth is the most trusted form of communication (because the message is coming from “a person like yourself” • Let the users of the Internet do your marketing for you – traditionally by eMail, but now by using social networking sites, blogs and video sharing sites • Built-in mechanism to pass on to someone else • It works (sometimes), and it’s free or low cost (sometimes) • VERY difficult to plan for and do successfully – especially as it has been around for more than 20years – people become jaded Based on: eMarketing eXcellence. 2008. Chaffey et al. BH

12. Viral marketing – having “remarkable” products • Seth Godin on How to Get Your Ideas to Spread “sliced bread and other marketing delights” - getting people to talk about you and your products (17 minutes) • TED conference, 2003

13. Using social media sites for viral marketing – watch out! • "While these sites may appear to be the most effective manner of delivering a message regardless of brand appropriateness," he said, "by failing to truly understand the audience, viral marketers stand to alienate as many consumers as they interest." • David Schatsky, President, JupiterResearch, on the pitfalls of social networking sites: • Undercover or “stealth” marketing - be careful of customer perception that they are being “used” – people are increasingly sophisticated and cynical • Fake bloggers etc (eg. Mazda commercials disguised as user generated videos) • Watch out for people to highjack your campaign with parody videos, or highjacking of your hashtag

14. Elements of a viral marketing campaign • Creative material – the viral agent (text, image, video) • Consider meme-jacking? • Seeding – identifying websites, blogs, or people (influencers) to start the message moving • Understand and exploit existing communications networks – go where the people are • Tracking – to monitor the effect, to assess the return from the cost of developing the viral agent and seeding Based on: eMarketingeXcellence. 2008. Chaffey et al. BH

15. Can virality be predicted or reproduced? • TodMaffin’s Six Genetic Markers of Viral Marketing • AAC Matching • Simple concept • Sentiment • Reward sharing • Embrace unofficials • Successive rounds TodMaffin. Viral Marketing. The Six Genetic Markers

16. AAC matching • The target Audience must match the Creative, which must match the Call-to-Action • No mixed messages TodMaffin. Viral Marketing. The Six Genetic Markers

17. Simple Concept • Plots and developed characters do not get traction • Keep the campaign simple • One idea at a time • Stop over-thinking TodMaffin. Viral Marketing. The Six Genetic Markers

18. Sentiment • Your campaign should be either • Serious • Silly • Stunning • Don’t experiment with other tones • Definitely don’t mix them TodMaffin. Viral Marketing. The Six Genetic Markers

19. Reward sharing • Incentivize people to share your content and they will share it for you • Don’t rely on freebies or begging (or bribing) • Give recognition • How about gamification? TodMaffin. Viral Marketing. The Six Genetic Markers

20. Embrace unofficials • When a fan uses your brand imagery to praise you, embrace them • Don’t shut them down • Enough with the cease and desist letters TodMaffin. Viral Marketing. The Six Genetic Markers

21. Successive Rounds • Keep a good idea going (because then it might become a meme?) – build on recognition • Plan to have at least three “rounds” of content which riffs on your first release. TodMaffin. Viral Marketing. The Six Genetic Markers