Viral Marketing The next strain of eMarketing March 10, 2005

1
Viral MarketingThe next strain of
e-MarketingMarch 10, 2005
Ryan Buchanan, eROI, Inc. Kent Lewis, Anvil Media
, Inc. Janet Johnson, Marqui www.eroi.com/vira
lmarketing
2
A Word from our SponsorISF Overview

• A non-profit professional association with 50
  corporate members
  
• Individual members have responsibility for
  driving Internet strategy
  
• Provide networking opportunities to discuss
  topics of interest
  
• Help bridge the gap between marketing and IT
• Executive Summit on July 14th
• Looking for members and sponsors
• Visit internetstrategyforum.org for more info

3
Agenda

• Why it Works
• Key Success Factors
• Case Studies
• Recommendations

4
Why It Works

• Definition network-enhanced word-of-mouth
• AKA word of mouse
• Convenience of the Internet
• Affordable distribution
• Instant gratification
• Increased level of interactivity
• Opportunity for tracking and control
• Direct or implied incentive for distributing
• Third party validation from sender

5
Key Success Factors

• Creativity
• Authenticity
• Resonance

6
Case Study MarquiSituation overview

• Launch Canadian company into US
• Want to attract developers to help create
  templates for Marqui
  
• Need to break through crowded market
• We needed a big, big idea

7
Viral thought leadership results!

• Marqui google results- From 2000 278,000 in
  two weeks at launch
  
• - Up 20,000 in one day w/OJR article
• Hundreds are blogging the debate

8
Now what?

• Amazing awareness
• Plethora of feedback
• Negative? Whats that?
• Pressure to perform
• You bet!

The moral of the story is
9
If you dont stop googling yourself
Youll go blind!
10
Kettle Foods Crave Site Step 1

• Process
• Create something unique authentic
• Cool funny work well
• Make it easy to pass it on

11
Kettle Foods Crave Step 2
12
Kettle Foods Crave Step 3

• Results
• 4,000 people voted in first week
• Taste test on Good Morning America
• Ellen Degeneres Show

Easy to pass along
13
EmailTracking
Track Clicks, Reads, Bounces
14
Drill Down
15
Bush Kerry online strategies Step 1

• Lessons Learned
• Unique authentic
• Funny videos
• Understated Branding

16
Bush online strategies Results

• Results
• 1 in search engines
• Dozens of links to this site

17
Case Study Trunk Monkey

• Objective
• Build brand awareness for Suburban Autogroup
• Strategy
• Create a campaign that illustrated innovative
  service and differentiated from competition
  
• Implementation
• Client encouraged pushing initial concept
  farther
  
• Results
• Instant buzz and increased sales
• 31 dealers in the US and UK have syndicated the
  spot
  
• Next Steps
• New creative rolling out is posted on Web
• Bumper stickers and other merchandise

18
Other Examples

• Good
• ACT (Will Ferrell video)
• This Land is Your Land
• Subservient Chicken / Subservient President
• Blair Witch Project
• Wassup?
• Not So Good
• Dancing Baby
• 800.com 3 for 1 campaign
• Intel chip error
• TV Spots

19
Potential Pitfalls

• Compatibility with brand
• Mapping to marketing objective
• Relevance to target audience
• Realistic timeline and budget
• Sustainability of campaign

20
Recommendations

• Assess relevance to brand, objective and
  audience
  
• Start or finish on the Web
• Develop a resolution or measurable call to
  action
  
• Consider proactive action plan if idea goes
  viral
  
• Integrate with traditional/ongoing marketing
  efforts
  

21
Thank you
www.eroi.com/viralmarketing