Viral social marketing: An examination of ad perception and forwarding behaviour based on physical...
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Viral social marketingViral social marketing
An examination of ad An examination of ad perception and forwarding perception and forwarding behaviour based on physical behaviour based on physical
activityactivityDanya Hodgetts
Department of Health and Human Performance
Central Queensland University
Viral marketingViral marketing
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Successful viral marketing Successful viral marketing campaigns…campaigns…
are fun or intriguing
are attached to a product that is easy to use, or highly visible
are well targeted
are associated with a credible source
combine technologies Dobele, Toleman & Beverland, 2005
42 Below42 Below
www.42below.co.nz
The Stubby SymphonyThe Stubby Symphony
www.stubbysymphony.com.au
Social marketingSocial marketing
AthsmaAthsma
Global Corporate ChallengeGlobal Corporate Challenge
Global Corporate ChallengeGlobal Corporate Challenge
Study methodsStudy methodsAn ad was designed that attempted to meet the criteria for motivating recipients to forward to message2,000 subjects were randomly selected from the 10000 steps databaseAn email with a link to the ad was sentAt the end of each ad was a link to a subsequent website with further physical activity information - www.10000steps.com.auAd views were measured, as well as click throughs to the 10000 steps websiteA follow up survey was emailed to participants to determine demographic information, reactions to the ad, forwarding behaviour and physical activity levels“The ad”
Ad resultsAd results
Reactions to ads and forwarding behaviour
0
1
2
3
4
5
Funny Interesting Goodcause
Surprising Clever Interestingfor others
Unique
Mea
n re
actio
n
Yes No
* ** * * *
* = significant difference in ad forwarding, p=<0.05
Godin Leisure-Time Exercise Rating and forwarding behaviour
42
44
46
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50
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56
58
Yes No
Forwarding behaviour
Go
din
leis
ure
act
ivit
y sc
ore
* = significant difference in ad forwarding, p=<0.05
*
DiscussionDiscussion
Cost of ad
User created content
Obligations to corporate partners
Viral release
Monitoring and measurement
DiscussionDiscussion
Questions, comments?Questions, comments?
References Bright, A. (2000). The role of social marketing in leisure and
recreation management. Journal of Leisure Research, 32(1). 12–17.
Dobele A., Toleman, D., & Beverland, M. (2005). Controlled infection! Spreading the brand message through viral marketing. Business Horizons. 48.143–149.
Maibach, E. W. (2002). Explicating social marketing: what is it, and what isn’t it? Social Marketing Quarterly, 8(4). 7–13.
Phelps, J., Lewis, R., Mobilio, L., Perry, D., Raman, N. (2004). Examining consumer responses and motivations to pass along email. Journal of Advertising Research. (333–348).