presentation:social media outreach, viral marketing and branded
Transcript presentation:social media outreach, viral marketing and branded
A study of the strategies and theories underlying social media, viral
marketing and branded communities
By Ming Zhao
WORD OF MOUTH
Positive, and especially negative
WOM have the ability to quickly
become wide spread
Such effect is multiplied with
words can travel to many in a
very short amount of time
Currently Practiced Forms of Word of
Social media: blogs and
Social networks (42%)
Buzz/Guerrilla Marketing (25%)
Influencer Programs - 23%
Brand Experience Initiatives
Viral Ads (18%)
Brand Communities (16%)
Source: Agent Wildfire Research 2008
Brand/Customer Communitybuilding WOM
(i.e. blogs, podcasts)
What is social media?
Wikipedia says: Social media are primarily internet-and mobilebased tools for sharing and discussing information among human
beings. The term most often refers to activities that integrate
technology, telecommunications and social interaction, and the
construction of words, pictures, videos and audios. The interaction,
and the manner in which information is presented, depends on the
varied perspectives and “building” of shared meaning among
communities, as people share their stories and experiences.
Businesses also refer to social media as user-generated content or
Common social media applications
VIDEO AND AUDIO SHARING
RATING AND RANKINGS
SHARED FILE REPOSITARY
Social media marketing
SM Marketing relies on the audience to distribute and engage in the
dialogue and sometimes the creation of additional content.
Its about engaging, communicating via a dialogue and interacting with
people. More so customers.
Increasing traffic to a site by links, brand awareness and well attention.
You pay attention to what your customer/user wants and needs!
You do this by listening, interacting, chatting.
One does this by having a presence on social networking sites and
What is viral marketing？
“Viral marketing refers to marketing techniques that
use pre-existing social networks to produce increases
in brand awareness or to achieve other marketing
objectives (such as product sales) though selfreplicating viral processes…It can be word-of-mouth
delivered or enhanced by the network effects of the
Simply relies on the audience to distribute the objective-Uses social
networks like Facebook, MySpace, Linkedin, Twitter to help achieve an
objective…i.e sales, brand awareness, etc
This objective is obtained by a “Viral Action”. This action is people
passing on the content such as video, picture, an application, banner,
heck even just word of mouth.
Bottom Line: Viral relies on the audience to spread the message with
little or no interaction. Its a one time interaction.
Framework for viral marketing—M.R.Subramani and
to all users
depend on size
of user base
to users only
According to the “tipping point”
Three factors making things go viral
The law of few: the connector; the maven and the salesmen
The stickiness factor
The power of context
What is brand community?
“Brand community is a specialized, nongeographically bound community, based on
a structured set of social relations among
admirers of a brand.”
(ALBERT M. MUNIZ, JR. THOMAS C. O’GUINN, 2001)
Advantages of building a
Better insight and quicker
Competitive intelligence / market
Runaway word of
Reduce customer support costs
Organizational wide costumercentricity
Power of the community
Among community members:
91% believe community enables them to give candid feedback
82% were more likely to recommend the company to others
76% felt more positively about the company
Community users remain customers 50% longer than noncommunity users. (AT&T, 2002)
56% percent of online community members log in once a day or
more (Annenberg, 2007)
Customers report good experiences in forums more than twice as
often as they do via calls or mail. (Jupiter, 2006)
Categories of E-WORD-OF-MOUTH
Viral marketing refers to the practice of a marketer creating an internet promotional vehicle to
Brand community refers to a specific classification of a social network that revolves around a
draw attention to a brand, most often in the form of an email or website address link that is
distributed online by consumers.
TWO MODELS OF INFLUENCE
Where recipient behavior is based on interpreting the
information provided by the influencer as an implied
expectation to confirm.
Underlying mechanism influencing actions are:
Identification and compliance
Where recipient behavior is based on a personal
evaluation f the information provided by the influencer.
Underlying mechanism influencing actions are:
other underlying theories
The law of the social few
Social information processing theory
Social presence theories
The 50-20-10-1 rule
50% of people will passively participate
20% will actively and frequently consume/trade content
10% chime in opinion/rate and vote on content
1%develop and innovate content
Conclusion and some
questions for discussion
E-word-of mouth is more effective and persuasive than traditional
There are disadvantages too:
negative e-word of mouth can snow ball more quickly than positive eword-of-mouth
Is e-WOM marketing better for creating awareness for a brand or for
inducing consumers toward purchase?
If you are the salesman for the “smart“ car, when consider social media
marketing, will you prefer viral marketing to branded community strategy?
In general, what is the context in which these strategies work and the
characteristics of products and services for which they are most