Viraali Korjaamo 9.2.2010
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Transcript of Viraali Korjaamo 9.2.2010
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Get people talk about your stuff
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Viral marketingViral marketingWord-of-mouthWord-of-mouth
BuzzBuzz
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Definition of Buzz
• Buzz captures the attention of consumers - and the media - to the point where talking about your brand or company becomes entertaining, entertaining, fascinating, and newsworthy.fascinating, and newsworthy.
• Format: event or activity
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Definition of Viral
• An attempt to deliver a marketing message that spreads quickly and exponentially among consumers.
• Formats: email, video
+ WOM is enabled
- Just another interruptive marketing message
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Viraali on siis asia, joka leviää ihmiseltä toiselle, koska
➦ aihe on hauska
➦ aihe on kiinnostava ja ajankohtainen
➦ aihe antaa mahdollisuuden taloudelliseen etuun
➦ aihe pakottaa keskusteluun
➦ aihe horjuttaa ikiaikaisia establishmentteja
➦ aihe tai brändi sen takana ei ärsytä vastaanottajaa.
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“Get your free e-mail from hotmail.com”
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HOW TO DO IT?HOW TO DO IT?
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Push the taboo button to start conversations
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Herbal Essence shampoo commercial showing women making a lot of noise while washing her hair.
“organic” or “orgasmic”
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Push the unusual button to start conversations
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Segmentation can be unusual
Wanna build a dating service?
OverweightDate.com
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Push the outrageous button to start conversations
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How to market eCommerce site?
Ask a small city to change their name according to your brand!
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Push the hilarious button to start conversations
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ELÄMÄ ON!
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Push the remarkable button to start conversations
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Napster
Skype
Spotify
Voddler
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Push the secrets button to start conversations
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“psst, did you already have a Voddler?”
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And then you need to do more:
2 capture media: seeding
3 advertise for attention: seeding
4 police your product
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Interesting stories are culturally relevant and
get passed on from person to person.
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Trans-media Storytelling Interesting stories are culturally relevant
and get passed on from person to person. Long term, but non-linear ecosystem Cross-media with digital heart Earned media optimized reactive bits Own media geared for adding value Media used as a vehicle to carry the story
forward, each medium has a pre-set role
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TV-Ensi-iltaBig Brother, UK,
1 näytös
Cadbury Gorillan sosiaalisen median katsojaluvut
Spooffit ilmestyy
Gorilla Facebook groupit
Blogit “löytävät” spooffit
n. 5 000 000 sosiaalisen median katselua
Source: 1000heads
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TV-ensi-ilta
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QUESTIONWhat would get people
talk about you? Why?
Which taboo to touch?