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

February Webinar

Viral Marketing

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

Areas of Focus

Areas of Focus

1.

What is Viral Marketing

2.

Why be Proactive?

3.

Online Reputation

Management

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?

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

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

2.General Guerrilla Seeding: Maximum amount of exposure possible

Source: viralblog.com

Did you know…

Source: viralblog.com

•

B

uild Brand Equity

•

I

nfectious, fast spreading

•

L

ow Cost per lead

What

• 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

“The Man Your Man Could Smell Like”

• 1

place for “Funniest Commercials

of 2010”

• Direct YouTube video responses

• Twitter replies to popular

personalities

Successful Case Study:

Old Spice

1.

What is Viral Marketing

2.

Why be Proactive?

3.

Online Reputation

Management

4.

Protect & Manage

Areas of Focus

• Virtual Lynch Mob

• “Word-of-Mouse”

• Outlet for unsatisfied customers

The Dark Side

• Viral marketing is a coin toss

• Lack of content control

• Bad news travels faster

Viral marketing gone bad

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

"We will spend

whatever it takes to

restore our

reputation." - Greg

Creed, President,

Taco Bell

• Control exposure

• “Best defense is a good offense”

• Use viral marketing to your advantage

Proactive Reduces Risk

1.

What is Viral Marketing

2.

Why be Proactive?

3.

Online Reputation

Management

4.

Protect & Manage

Areas of Focus

What are search results

What are search results

saying about your brand?

• What is Online Reputation Management?

• Why brands need it?

Online Reputation Management

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?

•

Search Engine Analysis

• Search Occurrences

• Social Media Brand Awareness

• Fans, “Likes”, Chatter

• Reputation Scoreboard

• Competitive Analysis

1.

What is Viral Marketing

2.

Why be Proactive?

3.

Online Reputation

Management

4.

Protect & Manage

Areas of Focus

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

Get proactive

about your

online reputation

before others do!