1. Social Media Marketing David Gracia

2. Social Media Marketing Why is Viral Marketing important Word-Of-Mouth Communication Techniques The Viral Effect: Marketers are your Friends ROI of social media compared to mass media Communication in Search Engines: SEO Communication in Search Engines: SEM Social Media Marketing Crisis Management in Social Media Digital Communication Strategy Online User Experience F-Commerce: From Likes to Buys Mobile Marketing and Communication Course Introduction Viral Marketing & Communication in Social Media

3. Agenda 1 Brain Teaser 2 Benefits of Viral Marketing 3 Key Success Factors 4 Seeding Strategy 5 Wrap Up

4. Agenda 1 Brain Teaser 2 Benefits of Viral Marketing 3 Key Success Factors 4 Seeding Strategy 5 Wrap Up

5. Brain Teaser for Viral Marketing This viral marketing campaign consists of a video that is passed along from friends to friends When someone receives this video there is a 4% probability they forward it to other friends When someone decides to pass along the video they send it on average to other 30 people Question #1: Will the audience of this viral marketing campaign grow exponentially? Question #2: What would happen if the pass-along probability would be 3% ? Question #3: What can we learn from this brain teaser to plan the seeding strategy of a viral marketing campaign?

6. Agenda 1 Brain Teaser 2 Benefits of Viral Marketing 3 Key Success Factors 4 Seeding Strategy 5 Wrap Up

7. Benefits of Viral Marketing It is an opportunity for differentiation 1 It allows to reach a large audience in a short period of time 2 It has more credibility since messages come with the endorsement of friends 3 It has lower costs and leads to a better return on investment It creates engagement and helps to build an emotional bound with the brand 4 5 … but traditional marketing techniques do not necessarily work in social media

8. Agenda 1 Brain Teaser 2 Benefits of Viral Marketing 3 Key Success Factors 4 Seeding Strategy 5 Wrap Up

9. Will It Blend?

10. Mixta & Mixto

11. Kobe Bryan: Fake or Real?

12. Guys backflip into jeans

13. Evian Roller Babies

14. Quicksilver Dynamite Surfing

15. Blair Witch Project

16. Ronaldinho Nike Ad

17. Awareness Test

18. A Hunter Shoots a Bear

19. Dove Evolution

20. Agenda 1 Brain Teaser 2 Benefits of Viral Marketing 3 Key Success Factors 4 Seeding Strategy 5 Wrap Up

21. people are highly connected … traditional approachviral approach

22. Viral Effect 22 250.000 día 15 día 30 día 45 día 60 día 75 día 90 plan de medios audiencia número de visualizaciones factor viral impactos gratuitos impactos pagados

23. Batalla corazones BBVA 23 plan de medios Youtube visibilidad en la homepage

24. Batalla corazones BBVA Batalla corazones BBVA 24 videos relacionados publicidad contextual

25. El partido más difícil para el Athletic (BBVA) Batalla corazones BBVA Real Madrid-Athletic BBVA- Athletic campeón de la batalla 25 búsquedas relacionadas videos patrocinados

26. 26 visibilidad en otras webs afiliados de Youtube Batalla corazones BBVA

27. Depends on the objective Branding Social Mood Browsing Direct Sales Purchasing Mood Searching

28. Social media vs Mass media Passive Role Interruption No free impacts Active Role Engagement Viral Effect From Companies From Friends

29. Google Analytics Google Adwords Google Adsense Google Places Facebook Insights Facebook Places Youtube Insights Twitter Search Hootsuite Tweet Scan Tweet Stats Tweetertise Website Optimizer Quantcast Digital Marketing Toolkit

30. Agenda 1 Brain Teaser 2 Benefits of Viral Marketing 3 Key Success Factors 4 Seeding Strategy 5 Wrap Up

31. Why is Viral Marketing important Differentiation Higher reach More credibility Higher involvement Better ROI Tell a story Surprise the audience Create an emotion Engage people Make sequels whyhow Viral Campaigns ROI YouTube vs. Google YouTube vs. TV Value of Viral Effect Key Metrics value

32. Opportunity for differentiation Consumers are exposed to an insane number of commercial impacts Every day it is more difficult to grab the attention of our target customers The efficiency of traditional marketing techniques decreases

33. reach a large audience Word Of Mouth is nothing new of this era of the Internet But the web is becoming social and people are highly connected on social networks This amplifies the reach and speed of the diffusion of viral messages traditional approach viral approach

34. more credibility and relevance Consumers have developed a negative attitude towards traditional advertising People trust other people. 78% of people don’t trust advertising In viral marketing the message comes with the endorsement of a trusted friend

35. Better return on investment Viral marketing is not free; some kind of promotion is necessary to raise awareness about the campaign Once a critical mass is reached the message gets spread virally (for free) The higher the viral effect, the better the ROI of the campaign

36. Higher engagement In viral marketing users take an active role: watch, comment, like, share In some cases they even create content or suggest new videos to be produced Thus the % of targeted audience that remembers the brand is higher than in mass media

37. How to earn the attention Differentiation Higher reach More credibility Higher involvement Better ROI Tell a story Surprise the audience Create an emotion Engage people Make sequels whyhow Viral Campaigns ROI YouTube vs. Google YouTube vs. TV Value of Viral Effect Key Metrics value

38. It’s all about a good story You don’t control the distribution of the message that is sent from friends to friends To encourage the pass-along rate it is important that your video does not sound like an add The product or brand might appear explicitly but within a story

39. Do something unexpected To earn the attention of users you need to surprise people Never repeat something just because it worked in the past; leverage the novelty effect Example: the tippex campaign surprises when the hunter goes out of the video and grab a tippex

40. Create an emotion To be memorable and forwarded the message needs to raise an emotion The emotion might be humor, play the absurd, a fake-or-real situation… Or the emotion might be terror or something controversial

41. Make sequels If you happen to find a creative concept that gets viral you’ve got a golden mine Don’t just do a one-shot viral but make sequels to amplify the effect of the campaign over time You can do a making off (Mixta), blend different objects or play with many different verbs (tippex)

42. Engage people Allow sharing, embedding and downloading Ask people to suggest new videos or create their own ones Not only they will bring fresh ideas but will also become ambassadors of your campaign

43. What about the ROI? Differentiation Higher reach More credibility Higher involvement Better ROI Tell a story Surprise the audience Create an emotion Engage people Make sequels Volume KPIs Activity KPIs Engagement KPIs Economic KPIs Tools for analytics whyhowmetrics

44. Depends on the objective Branding Social Mood Browsing Direct Sales Purchasing Mood Searching

45. Social media vs Mass media Passive Role Interruption No free impacts Active Role Engagement Viral Effect From Companies From Friends

46. Value of the Viral Effect XX reachcost Paid Views Total Views Cost Per Click Net Cost Per View

47. Key Performance Indicators Video Uploads Likes Forwards Comments Favorite Channel subscriptions Unique Visitors Started Views Completed Views Engagement Activity Volume

48. Viral Marketing on YouTube Differentiation Higher reach More credibility Higher involvement Better ROI Tell a story Surprise the audience Create an emotion Engage people Make sequels Viral Campaigns ROI YouTube vs. Google YouTube vs. TV Value of Viral Effect Key Metrics whyhowvalue