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MYTHBUSTERS:MYTHBUSTERS:Viral marketingViral marketing

Pavel Rebrov

pavel@netmind.ru

Anna Rokina

anna@netmind.ru

Social Media monitoring Reputation Analysis Marketing Analysis The whole rest which comes after knowing where you are

doesdoes

People are gonna love it! It’ll make you famous! Word of Mouth Marketing - that’s what they

write in The Books! Heck, let’s make a Virus!

The Mystery of Viral MarketingThe Mystery of Viral Marketing

Most assets never make it viral They’re boring No one likes ‘em except the Creators No need for focus groups, just be honest

with yourself - would you send it to a friend of yours?

Debunking the myth of viral Debunking the myth of viral marketingmarketing

Figure out the goalsFigure out the goals What is it you want from a Viral Something?

◦ Web traffic◦ Brand Awareness◦ Demand Generation◦ Have some fun?

It’s not the way it seems to beIt’s not the way it seems to be

Gourmet of Buzz metricsGourmet of Buzz metrics What’s on the menu

◦ coverage (page impressions/page visits/unique users)

◦ number of external linkages◦ length of comments◦ attention◦ participation / engagement◦ authority / influence◦ sentiment◦ niches & audience

Have you met your goals?Have you met your goals? Views

Dead metric, don’t get’cha nowhere

EngagementReal discussions supported by someone you don’t know

SpreadLinks set by someone you don’t know

Direct linksMean you’re on email and IM

Case study: Customer ACase study: Customer A Drawing attention to negative message about

competitor Spreading the message through news reel

1,5 years has passed... Message is still around Reputation is still being corrected

careful seeding, audience segmentation, relevant and true content,brand itself is virulent

Case Study: Corbina’s Case Study: Corbina’s ElephantElephant Number aren’t great though impact on

reputation is astonishing (still)

Case study: Anton UralskyCase study: Anton Uralsky Spontaneous Many claim to have “produced” the virus Well-known meme

Case Wannabe: krolik.ruCase Wannabe: krolik.ru

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Learn Монитор

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The Wisdom of Social Media The Wisdom of Social Media PRPR

Pavel Rebrovpavel@netmind.ru

Анна Рокинаanna@netmind.ru

Got a question?Got a question?