12.transmitting your viral message via viral marketing

8/14/2019 12.Transmitting Your Viral Message via Viral Marketing

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Transmitting your Brand Messagevia Viral Marketing

Terri McNortonBaton Rouge General Medical Center


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New Media

More than 8 out of 10 Americans use the Internet,97% of users have email

Households: 24% have 3+

15% do not have a computer

Digital Future Report, 2009

Average weekly time online Light users: Heavy users: Overall:

2.8 hours

42 hours17 hours

65% of Internet users buy online


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New Media

E-mail:

Only 15% of Americans describethemselves as addicted to email 59% check portable devices in bed while in

pajamas 53% while in the bathroom

37% while they drive 12% while in church

AOL, 2007


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New Media

88% forward jokes or cartoons; 56%

forward news articles No significant difference in reportedforwarding by males versus females

Sharpe Partners, 1/06, **AOL, 2007


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New Media

200 million active Facebook users; more

that 100 million log on at least one a day Fastest growing demographic:

Facebook 2009, YouTube 2009

35+

In January 2009, 147 million US Internetusers watched an average of 101 videos perperson


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New Media the Viral Equation

89% of US adult Internet users send content

to others 63% do so at least once per week

25% share content nearly daily 75% forward content to up to 6 others Overt branding has a slightly negative effect

on a viral campaign

Brandweek, 1/06


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Viral Marketing

Any strategy that encourages individuals topass on a marketing message to others, creatingthe potential for exponential growth in themessage's exposure and influence

Marketing phenomenon that facilitates andencourages people to pass along a marketingmessage

Based on rapid multiplication to explode themessage to thousands, to millions

word-of-mouth, creating a buzz, leveraging,network marketing


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Viral Marketing

Goal is to reach people with high SNP (Social

Networking Potential)1. Often gives away products or services2. Effortless3. Scales easily4. Appeals to personal beliefs; motivates

behavior5. Uses existing communication networks


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Cause Marketing

1990 - $120 million

1990 - $1.57 billion Creates strong emotional ties between

organizations/products and customers whoare passionate about a cause


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Cause Marketing

Coca-Cola donated 15 to Mothers Against Drunk Driving for every case of Coca-Cola boughtduring a 6-week promotion in more than 400 Wal-Mart stores.

Sales in these stores + 490%

TUMS Helps Put Out More Fires Than YouThink campaign: 10 to the First Responder

Institute for every bottle sold. Sales +16%

*Coca Cola, 1997, TUMS 2003


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Cause Marketing
http://../


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The Power of Pink

Breast cancer awareness month

Cause-related marketing Can be used effectively for fundraising

Challenge: going from traditionalcampaigns to new media / viral


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Interactivity

Breast cancer awareness initiative

Engaging to the community Elements: Interactive / engaging Generate buzz / viral element Return visits

October coincides with Louisiana electionseason Fodder for humor and satire


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Pink at the Polls - concept

Online voting for the candidate you want

to see dressed in pink Five of our citys coolest guys arecampaigning to raise awareness of breastcancer and encourage early detection. Andits up to you to decide which of these guys

you think would look best in Pink! Feature Paula Pennington as spokesperson


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Pink at the Polls - concept

Fun and engaging, bring em back

Simple message Easy to forward

Wrap the hospital in the cause Complement the overall brand


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BudgetPINK 08


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gStart/ Design

To Press/Production

Delivered/Due

Run DateQty. Price/piece Total Notes

Candidate Photos/Video Shoot DONE - 8/15 Street Banners 2 $500.00 $1,000.00 1/campusPhoto shot list Cutouts 20 $85.00 $1,700.00 4/guyVideo scripts Business Cards 1250 $0.10 $125.00 250/guy

Yard Signs 500 $2.75 $1,375.00 100/guy:30 TV Spot (tape 8/28) DONE 8/28 9/5 9/8 Buttons 750 $0.53 $397.50 150/guy

Script Stickers 2500 $0.04 $100.00 500/guyCutouts 8/15 8/22 8/28

Total $4,697.50Voting Website 7/18 7/28 8/22 9/8

Content DONE Cookie Cakes 5HTML newsletters Balloons 5Message board DONE Pink ribbon for trees $100.00 estimate

Promo Items

Yard s igns 1 of 5 received 9/5 9/8

Buttons ORDERED 9/5 9/8

Stickers 8/18 9/5 9/8

Cutouts IN 9/5 9/8

Business cards for cutouts ORDERED 9/5 9/8

Holders for business cards 8/18 9/5 9/8

T-shirts IN 9/5 9/20Shower cards IN - 9/5 9/8

AdvertisingAdvocate banner ad DONE 9/4 9/8WAFB banner ad 8/18 9/5 9/8Vertical banners (can we reuse last years?) 8/18 9/5 9/8Street banners ORDERED 9/5 9/8Pink ribbon on trees - - 9/5 9/8City Social ad IN PROGRESS 9/12 10/1InRegis ter ad IN PROGRESS 9/12 10/1BRBR Ad - Sept 9/2BRBR Ad - Oct 9/30

Candidate Pink Photos/Video? 9/1-9/5 - 9/10 10/17Photo shot listPropsVideo s cripts?

Winner Website 9/1 9/15 10/3 10/17PhotosContentHTML newsletters

30-min TV Show 7/21 9/1-10/10 10/10 10/15script

video patients/docs/b-roll

MiscellaneousCandidate boxes IN PROGRESSInteral campaign managersStreet campaign sKomen brunchLive After Five

Task


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Television


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Web Voting


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Website


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Website

Rule 1 thou shalt not bore your guests


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Website

Email candidates

Watch video clips Interact with candidates

Survivor blog


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PromotionLinked from the newspaper website


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Promotion

Announced at a Survivor event Morning news shows / talk radio TV campaign Print campaign Electronic outdoor billboards, banners Web billboards

HTML email Campaign material for each candidate


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Campaign Material

Live-sized cut outs

Yard signs Campaign buttons

Stickers Campaign cards


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Viral Marketing

email


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Viral Marketing


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Candidate Campaigns


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C did t C ig


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Candidate Campaigns

Candidate Campaigns


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Candidate Campaigns

Candidate Campaigns


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Candidate Campaigns

Cross Promotion


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Cross Promotion

30-minute special on network TV

Produced by local affiliate Featured the story of two women battlingbreast cancer

Reruns on sister cable station Streaming video on all linked websites Shot on location, hosted by female news

anchor

Cross Promotion


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Cross Promotion

With the serious stuff

Program Components


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Program Components

30-minute special - $10,000 (included production of special and 30-second commercial; production of

Pink commercial; promotional schedule matched bystation) Aired TV spots in existing contracts

Purchased $6k electronic outdoor rotators Used print/electronic contracts Campaign collateral - $5k Website technical support - $1,200 Total: $22,200 including media

Tracking Results


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Tracking Results

2007 2008Electronic adimpressions

1.1 million 1.6 million

Shower cards mailed 256

Votes 24,000 93,000CandidateNominations

126

Hits 1.2 million 4.1 million

Year 1 Recap


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Year 1 Recap

Media partnership was critical Candidates each had public draw and a platform Material was not heavily branded; the cause

opened doors

Short, focused duration Involved local breast cancer programs Not an engaging as we wanted Wanted more educational resources Clear expectations for time commitment

Year 2 Recap


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Year 2 Recap

Same media partnership produced a serious 30-minute breast cancer special; streaming video

Candidates carefully selected; breast cancerconnection

Material more heavily branded Far more interactive; involved more social media

outlets

Involved local breast cancer programs More resources for breast cancer and treatment

What to Change


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What to Change

Text voting

Twitter Get Teens involved in FB and YouTube Strengthen branding Keep it fresh Reassess program (economic times) Focus on the cause breast cancer and early

detection

What to Change


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What to Change

Add sign-ups free monthly electronic SBE reminder Recipes (Cooking with Cancer) Share your story/inspiration

Class/support group reminders Consider syndication in other markets


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[email protected]

PinkAtThePolls.org

12.transmitting your viral message via viral marketing

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