Download - Wom Crop Circles (Wommi)
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+
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presentano
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WOM CROP CIRCLEchi ben semina, meglio raccoglie.
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Il marketing virale è finalizzato alla realizzazione di prodotti, brand o comunicazioni che
abbiano in sé la propensione a diffondersi spontaneamente
fra le persone come virus.
Il Marketing Virale
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ninjamarketing.it
• Il Viral Marketing punta a coinvolgere alcuni INFLUENZATORI/UNTORI. Sono loro che diffonderanno la comunicazione agli altri.
VIRAL MARKETING VS. MASS MARKETING
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IL TARGET DEL VIRAL MARKETING
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Viralità=
Viral-DNAx
Seeding
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COS’ E’ VIRALE?
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“VIRALE E’ LA CONDIVISIONE SOCIALE DELLE EMOZIONI”
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robert plutchik
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meaningful
enjoyable valuable
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enjoyable: Diesel XXX
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valuable: Nike Plus
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meaningful: Dove evolution
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Burger King: Whopper Sacrifice
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Come progettare il Viral-DNA di un brand?
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I “viral brands” danno voce alle persone,
supportandone il progetto di senso.
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E il seeding?
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L’attività di seeding” rappresenta una variabile fondamentale del processo di propagazione in tempi brevi
e funzionali alle politiche di marketing
ed è ancora trascurata (se non completamente ignorata) da agenzie e clienti.
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viral spreading
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consigli per il seeding
- Studio approfondito delle dinamiche del passaparola
- Ricerca e inclusione nella base dati di tutte le fonti possibili per evitare sottostime dell’audience
- Utilizzo di modelli di stima e tecnologie certificati WOMMA
Rispetto del codice etico WOMMI
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perchè monitorare le conversazioni?
Valutare l’efficacia della campagna di WOM e, più in generale, dell’intera campagna di comunicazione
Avere il polso sul Sentiment del brand Monitorare la percezione della marca in Rete
Tenere d’occhio la Brand Reputation Individuare in tempo le opinioni che possono ledere la reputazione del marchio
Open Innovation Conoscere l’opinione degli utenti su prodotti e servizi
e scoprire, quindi, quali sono i loro desideri e/o bisogni.
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Boppy: Mom’s Revenge
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Perchè un advergame (1)
In rete la mamma si informa e chiede consigli sulla maternità e la cura del bambino
L’advergame ha natura di edutainment: fa divertire le mamme e le spiega il prodotto
Consente di instaurare una relazione affettiva grazie alla condivisione del momento di vita
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Perchè un advergame (2)
Veicola gli elementi del discorso di marca al target (interpretazione) e aumenta il tempo di contatto con il brand
(ricordo)
Favorisce associazioni positive di marca
Aumenta traffico al sito
L’utente diventa veicolo per la diffusione
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E IL SEEDING?
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Viralità=
Advergamex
Mamme Blogger
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I RISULTATI?
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Il BUZZ
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Il BUZZ
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Il BUZZ
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Il BUZZ
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Il BUZZ
Forum portoghese sulla maternità. Il thread aperto sull’advergame ha totalizzato 589 visite e 21 commenti.
Solzito: “Lo adoro! Soprattutto la parte della suocera! Speriamo
che la mia non si presenti senza preavviso”
Sisi80: “Sono dipendente da questo gioco. Voglio essere al primo
posto e non sono neppure riuscita ad entrare in classifica!”
Mianasf : “Ho totalizzato 872 punti e hanno chiesto il mio nome!
forse allora sono in classifica!”
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Il BUZZ
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Il BUZZ
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Il BUZZ
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CONCETTI EMERSI (DALL’INTERPRETAZIONE DELLE CONVERSAZIONI)
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Boppy CROP CIRCLE
Le utenti costruiscono la loro identità di madre
WOM
resistenza nei confronti di stereotipi culturali
legati alla maternità e alla figura della madre
Processo di re-invenzione di Boppy: le mamme elaborano utilizzi alternativi
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Boppy CROP CIRCLE
WOM
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Boppy CROP CIRCLE
Viral Seeding
WOMInnovation
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grazie,
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be ninja.