Communication in the digital ageIt’s all about socialising, sharing and creating

Viral Marketing

Hanneke van Stokkom & Marco Derksen

Viral Marketing

Januari 2009

Communication in the digital ageWelke middelen zet ik in en voor welke doelstellingen?Welke middelen zet ik in en voor welke doelstellingen?

Bron: E-consultancy

Communication in the digital ageViral MarketingViral Marketing

IntroductieIntroductie

Viral MarketingDefinitieDefinitie

Wikipedia:

Virale marketing is een marketingtechniek die poogt om bestaande sociale netwerken te exploiteren om zo de bekendheid van het merk te vergroten of positieve de bekendheid van het merk te vergroten of positieve associaties te bewerkstelligen op een wijze die te vergelijken is met een virale epidemie.g j p

Viral MarketingOrganic vs Amplified Viral MarketingOrganic vs Amplified Viral Marketing

TheorieTheorie

Viral MarketingCampagneprocesCampagneproces

Wat is de doelgroep en wat is de doelstelling?

Concept (= content, boodschap)Middelen (= seeding, traffic)Rapportage (= meten)

Viral Marketing7 succesfactoren (Claus Moseholm, GoViral)7 succesfactoren (Claus Moseholm, GoViral)

Outstanding storyStickynessRelevancePortabilityShareabilityTiming & actualitySeeding hook

Viral MarketingGrof, geil of grappig?Grof, geil of grappig?

Viral MarketingTell-a-friendTell a friend

Viral MarketingViral linkbuildingViral linkbuilding

Viral MarketingSocial Media Optimization (SMO)Social Media Optimization (SMO)

Viral MarketingMeetbaarheid (Joseph Carrabis)

H i di id l d h i d i h ( d)?

Meetbaarheid (Joseph Carrabis)

How many individuals does the campaign need to start with (seed)? How fast will the campaign spread (propagation factor)? How will the campaign spread (vectors)? How will the campaign spread (vectors)? How large a group is required to sustain the propagation (viral burden)? What is the campaign's goal (maintenance factor)? How large a group is required to sustain the campaign once the goal is achieved (threshold point)? goal is achieved (threshold point)? At what point is the campaign too successful (saturation point)?

Viral MarketingWaar ligt kritisch omslagpunt?Waar ligt kritisch omslagpunt?

Viral MarketingViral TrackerViral Tracker

Viral MarketingYouTube InsightYouTube Insight

Viral MarketingSocial Media TrackersSocial Media Trackers

PraktijkvoorbeeldenPraktijkvoorbeelden

Postbank (2005)Postbank (2005)

PostbankMijn PostbankpasMijn Postbankpas

Promotie:- 1 november 2005

i d k- eigen medewerkers- 10.000 jonge klanten

PostbankMijn PostbankpasMijn Postbankpas

PostbankMijn PostbankpasMijn Postbankpas

PostbankMijn PostbankpasMijn Postbankpas

PostbankMijn PostbankpasMijn Postbankpas

PostbankMijn PostbankpasMijn Postbankpas

PostbankMijn PostbankpasMijn Postbankpas

PostbankMijn PostbankpasMijn Postbankpas

PostbankMijn PostbankpasMijn Postbankpas

3 nov 44 nov 265 nov 11

6 nov 167 nov 13

8 nov 9

9 nov 16

10 nov 11

11 nov 10...

> 150

PostbankMijn PostbankpasMijn Postbankpas

Promotie:- 1 november 2005

i d k- eigen medewerkers- 10.000 jonge klanten

In 2 weken tijd:- 42 000 aanvragen- 42.000 aanvragen- 12.000 deelnemers

prijsvraagp j g

Mentos (2006)Mentos (2006)

Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?What happens when you put a handful of Mentos candy into a bottle of diet soda?

Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?What happens when you put a handful of Mentos candy into a bottle of diet soda?

Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?What happens when you put a handful of Mentos candy into a bottle of diet soda?

Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?What happens when you put a handful of Mentos candy into a bottle of diet soda?

Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?What happens when you put a handful of Mentos candy into a bottle of diet soda?

Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?What happens when you put a handful of Mentos candy into a bottle of diet soda?

Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?What happens when you put a handful of Mentos candy into a bottle of diet soda?

Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?What happens when you put a handful of Mentos candy into a bottle of diet soda?

Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?What happens when you put a handful of Mentos candy into a bottle of diet soda?

Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?What happens when you put a handful of Mentos candy into a bottle of diet soda?

Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?What happens when you put a handful of Mentos candy into a bottle of diet soda?

Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?What happens when you put a handful of Mentos candy into a bottle of diet soda?

Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?What happens when you put a handful of Mentos candy into a bottle of diet soda?

Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?What happens when you put a handful of Mentos candy into a bottle of diet soda?

Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?What happens when you put a handful of Mentos candy into a bottle of diet soda?

Diet Coke + Mentos = Kaboom! What happens when you put a handful of Mentos candy into a bottle of diet soda?What happens when you put a handful of Mentos candy into a bottle of diet soda?

Overige voorbeeldenOverige voorbeelden

Viral MarketingSubservient chicken-copy catsSubservient chicken copy cats

Viral MarketingSPSP

Viral MarketingGoeiemoggel (KPN)Goeiemoggel (KPN)

Viral MarketingOppepper (Achmea)Oppepper (Achmea)

Viral MarketingWebstreaker (Vodafone)Webstreaker (Vodafone)

Viral MarketingWebshop (HEMA)Webshop (HEMA)

Viral MarketingTea Partay (Smirnoff)Tea Partay (Smirnoff)

Viral MarketingCampaign for real beauty (Dove)Campaign for real beauty (Dove)

Viral MarketingMobile Marketing Bom (Mobilion)Mobile Marketing Bom (Mobilion)

Viral MarketingMobile Marketing Bom (Mobilion)Mobile Marketing Bom (Mobilion)

Viral MarketingInternet MemesInternet Memes

BronnenBronnen

Viral MarketingBronnen

Vi l M k i M k i f

Bronnen

Viral Marketing @ MarketingfactsViral marketing at it’s bestViral FridayViral Friday

AdverblogViralblog

Ch i i P t B kChrispin Porter + BoguskySeth Godin

Een merk zou zich niet Een merk zou zich niet moeten afvragen hoe het de aandacht van

t k consumenten kan krijgen, maar juist hoe het consumenten aandacht kan geven.

Vragen?Vragen?