VIRAL MECHANICS AND THE TACTICS TO GET THERE
Today we will discuss…
• …how and why people behave virally
• …how to use those behaviours to your advantage
16 YEARS, 30 BRANDS, 400 CAMPAIGNS, 7 GLOBAL STRATEGIES
iPhone
Kodak
FIERCE OPPONENT OF CAMPAIGN MINDSET
OUR TASK FOR TODAY Social Media Engagement?
1
BEHAVIOURS The ones that make you grow
2
1
[insert example social setting]
[insert example pr setting]
9
[insert example social setting]
[insert example pr setting H&M example]
90
1 9 90
TIME ACCESS ENTERTAINMENT
5 C’s of Viral Marketing HOW TO MAKE SOMETHING VIRAL
3
CREATIVITY CONFORMITY CHALLENGE CHARISMA CHEATING
CREATIVITY STORY ABOUT THE STORY
1. They created a video for the 90’s!
!
2. They created stories about the stories that would appeal to the 1’s and 9’s!
!
3. Launched through a combination of cheating and PR
CONFORMITY WE WANT TO BELONG
#hashtag
CHARISMA I WANT TO BE LIKE YOU
CHALLENGE I CHALLENGE YOU
FACEBOOK NO NO :(
CHEATING POPULARITY IDIOCY
CONFORMITY + CHALLENGE + CHARISMA = ?
WHAT ARE THE KEY TAKE AWAYS?
• Understand what behavioural type you are talking too
• Understand what will trigger their different behaviours
• Focus on tactics and optimisation rather than a grand idéa or perfection
QUESTIONS TO YOU• How will you change the way you organise your communications in
a setting that works as such?
• How will you change the way you work, if you understand that you can try, fail, change, and try again?
• What competences do you need to acquire in order to do this to perfection?