Viral Marketing. How To Be Proactive About Your Online Reputation. February Webinar

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Full text

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February Webinar

Viral Marketing

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Panelists

Panelists

Geoff Martinez

Strategy Consultant

Strategy Consultant

Trinet Internet Solutions, Inc

Trinet Internet Solutions, Inc

Jake Burkett

CSM

CSM

Trinet Internet Solutions, Inc

Trinet Internet Solutions, Inc

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Areas of Focus

Areas of Focus

1.

What is Viral Marketing

2.

Why be Proactive?

3.

Online Reputation

Management

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Any marketing technique that induces Web sites or users

to pass on a marketing message to other sites or users,

creating a potentially

exponential growth

in the message's visibility

and effect

– Searchcrm.techtarget.com

What is Viral Marketing?

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Source: http://www.viralmanager.co.uk

1.Targeted/Local Seeding: High conversions or click-throughs

2.General Guerrilla Seeding: Maximum amount of exposure possible

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Source: viralblog.com

Did you know…

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Source: viralblog.com

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B

uild Brand Equity

I

nfectious, fast spreading

L

ow Cost per lead

What

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• 40 million views in one week

• Facebook fan interaction +800%

• Website traffic +300%

• More video views in 24 hours than

Obama’s presidential victory speech

Successful Case Study:

Old Spice

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“The Man Your Man Could Smell Like”

• 1

st

place for “Funniest Commercials

of 2010”

• Direct YouTube video responses

• Twitter replies to popular

personalities

Successful Case Study:

Old Spice

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1.

What is Viral Marketing

2.

Why be Proactive?

3.

Online Reputation

Management

4.

Protect & Manage

Areas of Focus

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• Virtual Lynch Mob

• “Word-of-Mouse”

• Outlet for unsatisfied customers

The Dark Side

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• Viral marketing is a coin toss

• Lack of content control

• Bad news travels faster

Viral marketing gone bad

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January 19, 2011 – Customer files

lawsuit over meat content

Virality: Allegations spread online

before suit was even served

Response

•Immediate

•Social (Facebook/YouTube)

•Positive web news coverage

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"We will spend

whatever it takes to

restore our

reputation." - Greg

Creed, President,

Taco Bell

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• Control exposure

• “Best defense is a good offense”

• Use viral marketing to your advantage

Proactive Reduces Risk

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1.

What is Viral Marketing

2.

Why be Proactive?

3.

Online Reputation

Management

4.

Protect & Manage

Areas of Focus

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What are search results

What are search results

saying about your brand?

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• What is Online Reputation Management?

• Why brands need it?

Online Reputation Management

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1.

1.

Protect brand perception

Protect

2.

2.

Monitor brand chatter

Monitor

3.

3.

Increase

Increase

positive mentions

positive

4.

4.

Suppress negative mentions

Suppress negative

How does ORM work?

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Search Engine Analysis

• Search Occurrences

• Social Media Brand Awareness

• Fans, “Likes”, Chatter

• Reputation Scoreboard

• Competitive Analysis

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1.

What is Viral Marketing

2.

Why be Proactive?

3.

Online Reputation

Management

4.

Protect & Manage

Areas of Focus

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Time to Implement

Time to Implement

What you can do NOW

What you can do NOW

• Multiple Online Channels

• Search, Social Media, Blogs

• Content creation

• Microsites, SEO Target specifically

• Specific Targets

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Get proactive

about your

online reputation

before others do!

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Figure

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References

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