mythbusters: viral marketing
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Everyone tries to go viral. What does that mean in terms of metrics? Is it the number of views or something else.TRANSCRIPT
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MYTHBUSTERS:MYTHBUSTERS:Viral marketingViral marketing
Pavel Rebrov
Anna Rokina
Social Media monitoring Reputation Analysis Marketing Analysis The whole rest which comes after knowing where you are
doesdoes
People are gonna love it! It’ll make you famous! Word of Mouth Marketing - that’s what they
write in The Books! Heck, let’s make a Virus!
The Mystery of Viral MarketingThe Mystery of Viral Marketing
Most assets never make it viral They’re boring No one likes ‘em except the Creators No need for focus groups, just be honest
with yourself - would you send it to a friend of yours?
Debunking the myth of viral Debunking the myth of viral marketingmarketing
Figure out the goalsFigure out the goals What is it you want from a Viral Something?
◦ Web traffic◦ Brand Awareness◦ Demand Generation◦ Have some fun?
It’s not the way it seems to beIt’s not the way it seems to be
Gourmet of Buzz metricsGourmet of Buzz metrics What’s on the menu
◦ coverage (page impressions/page visits/unique users)
◦ number of external linkages◦ length of comments◦ attention◦ participation / engagement◦ authority / influence◦ sentiment◦ niches & audience
Have you met your goals?Have you met your goals? Views
Dead metric, don’t get’cha nowhere
EngagementReal discussions supported by someone you don’t know
SpreadLinks set by someone you don’t know
Direct linksMean you’re on email and IM
Case study: Customer ACase study: Customer A Drawing attention to negative message about
competitor Spreading the message through news reel
1,5 years has passed... Message is still around Reputation is still being corrected
careful seeding, audience segmentation, relevant and true content,brand itself is virulent
Case Study: Corbina’s Case Study: Corbina’s ElephantElephant Number aren’t great though impact on
reputation is astonishing (still)
Case study: Anton UralskyCase study: Anton Uralsky Spontaneous Many claim to have “produced” the virus Well-known meme
Case Wannabe: krolik.ruCase Wannabe: krolik.ru
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The Wisdom of Social Media The Wisdom of Social Media PRPR
