'Viral Marketing' with Prof. Damien McLoughlin MBS '93 and guest speaker Dr. John Fanning BComm '64...
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Transcript of 'Viral Marketing' with Prof. Damien McLoughlin MBS '93 and guest speaker Dr. John Fanning BComm '64...
'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
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.
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
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
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
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