Viral marknadsföring
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viral marknadsföring
Frukostmöte @ KAN 10 oktober 2013
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”I höst vill vi satsa på en digital viral kampanj…”
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Utblick
Kommande 40 min
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3 4 5
Insikter är nyckeln
Viral?
Så får man spridning
Summering
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viral?
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Viral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networking services and other technologies to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses or computer viruses. It can be delivered by word-of-mouth or enhanced by the network effects of the internet and mobile networks. Viral marketing may take the form of video clips, interactive flashgames, advergames, ebooks, brandable software, images, text messages, email messages, or web pages.
Källa: Wikipedia
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Marknadsföring i sociala nätverk där man önskar att budskapet ska få spridning. Spridning kan ske via mun-till-mun eller via webben o mobila nätverk.
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100 000 nya videos. Varje minut. Dygnet runt.
Eller 48 timmar videomaterial/minut.
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EN
VIRAL effektiv
KAMPANJ som är utformad för att kunna spridas
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5
Tanka med raketbränsle
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Story
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S story
triggers
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S t story triggers
emotionellt
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S t e story triggers emotionellt
Praktisk nytta
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S t e p story triggers emotionellt Praktisk nytta
Social valuta
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S t e p s story triggers emotionellt Praktisk nytta Social valuta
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Sätt rätt kurs
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Viralt innehåll
Blogg
TV
PR
Press
WoM
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För att nå dem
måste du förstå dem
! ! !
!
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To truly lead one´s people one must also truly know them.
- Nelson Mandela
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Källa: SIFO. Orvesto Konsument. 2013:1.
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Sociala medier
35
9
17
12
4 0 1
69
25
34
18
6
1 2
0
10
20
30
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50
60
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Facebook Instagram Spotify Youtube Twitter Pinterest Linkedin
%
Besöker dagligen
Alla
Kosmetika-målgrupp
Källa: SIFO. Orvesto Konsument. 2013:1.
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RELEVANS
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Målgruppens behov + drivkrafter
X
Målsättningar & Varumärke
= innehåll
X S t e p s
RELEVANS
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Plan 1.0
Aktivering
Mät, mät, mät
Analysera
Plan 1.”X”
Arbetsprocess
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Egna kanaler
Förtjänade kanaler
Köpta kanaler
carlsberg
Erfarenhet Konversation Innehåll
“Can I see the media plan?” “Yes, when the campaign is over!”
Utveckla/Förstärka
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PREPARE FOR LANDING!
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sammanfattning
Viral = Effektiv kampanj som är utformad för att kunna spridas. STEPS-modellen. Bra utgångspunkt i arbetet. Distribution – hubbar, plattformar & livstid Relevans är nyckeln. Egna-Köpta-Förtjänade kanaler. Gör en plan som bör ändras, med insikter som bas.
5
1
2
3
4
5
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Fantastisk story. Onekligen ett bisarrt misstag.
Högaktuellt ämne. Dessutom skolstart.
Att uppmärksamma och tycka till i frågan ger social status.
S story
t triggers
s Social valuta
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Lottas nätverk Sverige mot särskrivningar
215.000 388.000 600.000
Totalt
1637 st
32 st
42 st 632 st
6547 st
573 st Delningar
Likes
Kommentarer
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Oktober 2013
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…för att ni valde att flyga med oss idag
[email protected] [email protected]
(och vi hoppas kunna hälsa er välkomna till oss snart igen)
TACK!