viral marketing by annisa
DESCRIPTION
Presentasi dari Annisa Desiani, Crew dari Agate Studio dalam event Talent Development Saturday Agate Studio. http://agatestudio.com Talent Development Saturday adalah acara Agate Studio crew sharing berbagai topik. Mulai dari Art, Programming, Game Production dan General Business/Management. TDS ini dilakukan tanggal 8 Februari 2014 di Bandung Digital Valley.TRANSCRIPT
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VIRAL MARKETING
AnnisaPublishing
Agate Studio
@agatestudio
WHAT IS VIRAL MARKETING?
“Viral marketing is an idea that spreads—and an idea that while it is spreading actually helps market your business or cause” –Seth Godin.
Kotler & Armstrong defines Viral Marketing as the internet version of word of mouthmarketing, which is activity happens when business does something, and their consumer tells the business to some people.
Resident Evil 5 “Kijuju” Campaign by Capcom (2009)
After 100,000 people watched the first video, the next video in the series was unlocked for viewing. Individuals who brought back at least five people to watch the video also received access to special rewards, including access to exclusive content, leaderboards, and more.
Total shares received : More than 500,000 shares
Sengoku IXA “Call to Arms”
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SIX PRINCIPLES OF CONTAGIOUSNESS
Based on Jonah Berger’s book “Contagious”, Viral Marketing has some ”Ingredients” or principles which will make content go viral.
Social CurrencyWe share things that make us look good
TriggersEasily memorable information, top of mind
EmotionHigh arousal emotions like awe, excitement, anger,
amusement, humor drive people to action
PublicProducts and ideas be made publicly observable
Practical ValueNews people can use
StoriesPeople are inherent storytellers, and all great brands
also learn to tell stories
Flappy Bird high scores
“The Hardest Game Ever”
Anger & Excitement
#flapflap in Facebook & Twitter
Playing Experience
Lesson story behind the game
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1. Simple question : “Would you reccomend to a friend?”
2. The Essential Metric for Word of Mouth on the Internet:
WOM Score = Word of Mouth
=
WOM Score tells the true value of an impression or click with WOM on the internet. WOM Score also helps to know total clicks amount and actual CPC.
Total Clicks = WOM x Direct clicks
Actual WOM CPC =
3. Total shares, likes, and comments on social media also could track Viral Marketing and Word of Mouth.
clicksdirectofNumber
tionsrecommendafromclicksofNumberclicksdirectofNumber
WOM
CPC
How to track viral marketing and word of mouth:
Source
• “Contagious-Why Things Catch On” – Jonah Berger
• “Principles of Marketing 14th Edition” – Kotler Keller & Kevin Lane
• “Data-Driven Marketing, the 15 Metrics Everyone in Marketing Should Know” – Mark Jeffery
Thank you!