'Viral Marketing' with Prof. Damien McLoughlin MBS '93
and guest speaker Dr. John Fanning BComm '64
Dr. John Fanning
Author of 'The Importance
of Being Branded: An Irish
Perspective'
Prof. Damien McLoughlin
Director, Executive Education
UCD Smurfit School
AGENDAThe webinar will cover the following key areas:
* The Importance of Viral Marketing * How Viral Marketing has changed marketing
* Death of the 30-second TV commercial - the need for innovation in marketing
25 minutes
Questions and Answers - 15 minutes
Executive EducationUpcoming Marketing
ProgrammesDigital Marketing: Transforming
Business29th September – 1st October
Dr. John Fanning
Performance Driven Marketing10th – 12th November
Prof. Damien McLoughlin
Email [email protected] for further information or telephone 716 8889
Social MediaTransforming the Landscape
John Fanning
Transforming the Media Landscape
Mid 15th century - printing press
-1800 - telegraph/telephone
-1850 - recorded media - music film
-1900 - transmission of sound, film
-Late 20th century - the internet
Implications
• All media converge on one channel
• Everyone - the former audience become potential producers
– the greatest expansion of creative capacity in history
• It’s not just that people can now speak directly back to business
– but that they can speak to each other in public about businesses.
Philosophical Underpinning
• Roots in 1960s counter - culture
• A mixture of the academic, the hippie, the peasant and the geek
• Critical values include - collaboration, creative expression, meaning
Plus ca Change
• Radio didn’t kill press, television didn’t kill radio, the internet won’t kill the 30sec commercial
• At the end of the day - it’s not about new technology - it’s not about new media - It’s about new messages.
What Is Social Media????
A Conversation Based Online
Social Media Landscape
It’s not just Facebook & Twitter
And it differs from Traditional Media
technologyis
theconduit
Source: Wikipedia
Social media is based on the integrations/conversations between different people online and for brands to become part of this they need to move from a monologue to a dialogue …it’s not finite…
How it differs from Traditional Media…
Traditional Media Social Media
VS
Customer
Prof media outlets
Static content
Campaign
Monologue/Push
Collaborator
User generated content
Evolving content
Commitment
Dialogue/Pull
Social Media Landscape Ireland
15 – 24 – Ireland Media Trend
35 – 44 – Ireland Media Trend
93% of Social Media users believe companies should have a Social Media Presence
Cone, Business in Social Media Study, September 2008
56% feel a Stronger Connection to brands who use social media
Cone, Business in Social Media Study, September 2008
The way people use Social Media can be broken down into 3 different categories
How People Use Social Media
Creating Content
Blogs/Wikis
Video editing/uploading – YouTube/Dailymotion
New ways to create content popping up regularly
Building online personalities through social network profiles i.e. Bebo/Facebook
Can chat to friends, piers or brands
Can seek out new contacts through links with current connections
Can publish & expose any content they have developed to friends
Make Connections
Make Recommendations Have the opportunity to give their views on a product & rate the product i.e. ebay/tripadvisor
Can answer peoples requests on reviews of different products
Can make comments on peoples Social Network profiles/ content
Can amend Wiki’s with new updates
Who Does What???
The Reason To Use Social Media
CreateAwareness
Encourage Trial
Inspire Loyalty
Create Ambassadors
• Develop greater market share
• Build Your Brand Reputation
• Increase Sales
• Promote Brand advocates
•Encourage current advocates to talk about the product
•Promote current volunteers/donatorsvolunteers/donators into Brand Advocates
How Does Social Media deliver ???• It helps develop a relationship with your customers through
dialogue
– Customers want and expect to receive answers they pose to the brand
– Opportunity to defend your brand to defectors
• Drive Brand Advocacy
Managing a Social Media profile
• Develop a content plan – Catalogue all content available
– Outline conversation topics
– Build a FAQ database – update with fans questions as they come in
Managing a Social Media Profile
• Regular monitoring of your profile (5 mins every hour)
• Personalise your responses• Don’t be afraid to ask questions of your fans
Bank of America
http://smallbusinessonlinecommunity.bankofamerica.com/index.jspa
http://twitter.com/BofA_Help
USEFUL READING
The Importance of Being Branded: An Irish Perspective (paperback)
Questions and Answers
Next Webinar -13th MayExecuting Strategy with Prof.
Patrick Gibbons
In this webinar Prof. Patrick Gibbons will discuss the topic of executing strategy in challenging
times. For further information email [email protected].
Executive EducationUpcoming Marketing
ProgrammesDigital Marketing: Transforming
Business29th September – 1st October
Dr. John Fanning
Performance Driven Marketing10th – 12th November
Prof. Damien McLoughlin
Email [email protected] for further information or telephone 716 8889
