The Secret Sauce of a Successful Viral Marketing Campaign What makes contagious content so sticky? ‘Virality isn’t born, it’s made.’ – Jonah Berger, Author of Contagious: Why Things Catch On

Getting people talking is the key to determine the success of a marketing campaign. Marketers dream about thousands of people sharing their branded messages, products and services and receiving millions of likes, shares and receiving positive comments. Unfortunately, consumers are drowning in a sea of ads and are dispersed across multiple media channels. Marketers must work hard to make their campaign stand out. This is the reason every company wants to make its message go viral. Viral marketing critically improves brand awareness and even sales revenue. Suddenly, your products and services are in front of millions of people. Viral marketing has caught on fast as an effective but less expensive way of reaching an audience. 'Word-of-mouse' is an effective way of spreading marketing messages: more than 85 percent of people open a link or attachment1 sent by a friend, but recent statistics suggest only 1.2% of social video on Facebook actually goes viral2. If you want to boost a cost-effective level of brand awareness, Marketing Magazine’s new MasterClass can help you! This useful 1-day MasterClass can help to provide a concrete understanding of the viral marketing phenomena and ways to make your audience spread your branded content in unprecedented ways. Expected course outcomes:

Understanding the propagation mechanism of viral marketing

Learn the six principles to viral marketing success

How to build an effective distribution system for your viral marketing campaign

Learn how to utilize gatekeepers to boost your viral marketing campaign

How to integrate viral marketing into your marketing strategy

Course details: Title: The Secret Sauce of Successful Viral Marketing Campaigns Date: 17 October 2018, Wednesday Time: 9.00 am to 5.00 pm (Registration starts at 8.45am) Venue: Holiday Inn Singapore Orchard City Centre, 11 Cavenagh Road, Singapore 229616 Course fee: SGD 999 per person (on or before 19 September 2018) SGD 1,299 per person To register, please contact: Rachel Sarmiento at rachels@marketing-interactive.com or at +65 6423 0329

1 Survey carried out by Tickbox.net on behalf of publicists Markettiers4dc

2 Survey carried out by NetImperative

About the trainer:

Chema Lopez Co-founder Leads to Success

Chema Lopez is the co-founder of Leads to Success; an innovative approach that integrates sales and marketing strategies under the same goal and produces quality lead generation. It is also a unique methodology divided into measurable stages and adaptable to any industry and business situation. He cooperates with entrepreneur associations across Taiwan and helps members to find the appropriate market fit, identify their product core values and design a winning marketing strategy. Since his graduation as the best student in its International MBA class at Madrid Polytechnic University, Chema has accumulated more than 15 years of experience in marketing and worked with international leading companies such as Reebok, Atento and Global Exchange. He managed teams in America, Africa, Europe, Middle East and Asia and learned 4 foreign languages at the same time. Chema specializes in the areas of digital marketing, branding, communication and video-marketing. He is driven by his strong passion for marketing. He focuses on how to inspire his teams, creating a space of trust and making a fun working environment where best ideas come to reality. Hear from some the previous attendees who have benefited from his courses: “Chema gave us master lessons on digital marketing, it was simply brilliant. He is a great communicator, explains great and gives many real and practical examples, so you can apply them instantly. ” - Sales Marketing Manager, GIGABYTE “The workshop by Chema was very informative. As a beginner in the business industry, I find his explanation easy to understand and practical. I look forward to join his future workshops.” - Project Manager, Advanced Material Systems Corp ‘Highly recommend Chema’s workshop for a well-prepared, informative and useful introduction to the topic of Branding. As a small business owner, this area can be overwhelming, however, he clearly outlined the key components of branding and provided practical tips and guidance for how to get started with developing a branding strategy document.’ – Founder, KP Kitchen (finalist at the Dragon Chamber’s Taiwan Entrepreneur Award) Who should attend: VPs and Marketing directors

Marcom Directors

Social Media Managers

Community Managers

Bloggers/Influencers

Digital Marketing Managers

PR Executives/Managers

Entrepreneurs/Start-ups

Anyone trying to boost a cost-effective level of brand awareness

COURSE OUTLINE

08 45 Registration

09 00

What is Viral Marketing?

When should you launch a viral marketing campaign

Things to consider before a viral marketing campaign

Key success factors for a viral message

10 00 Morning Tea Break

10 15

How to craft a compelling message

Master the power of storytelling

Bring your story to life through video

6 steps to create a compelling message

Integrate viral marketing into your overall marketing mix

11 30

International Case Study: Uberkittens Cat’s out of the bag

How a Monday morning day dream became a viral marketing campaign

Use of hashtags to propel engagement within social media

Promoting a good cause = feel-good factor

12 30 Lunch

13 30

Creating an effective distribution channel

Learn how to create your audience persona

Identify the right social media channels for your target audience

How to identify your gatekeepers

Turn your employees into powerful influencers

Brainstorm session: How can you apply these to your organization/business?

15 00 Afternoon Tea Break

15 15

Managing your viral marketing campaign

How to measure the success of your campaign

Learn how to prevent collateral damage

Tools to develop a viral marketing campaign

Hands-on session: Practice using free tool to develop own viral marketing campaign

16 00

Regional Case Study: Jollibee The Valentine Series

Appealing to the rawest human emotion

Weaving social realities (Eg. loss of family member, getting over a heartbreak) into your story

16 45 Recap (Q * A session)

17 00 End of Masterclass