Download - Viral marketing pdfversion
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Ma Mareeddsss Viral branding og
kampagneplanlægning
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Carlsberg
h5p://www.youtube.com/watch?v=vs1wMp84_BA
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DisposiHon
• Branding • Kampagneplanlægning • Viral MarkeHng • Gruppeopgave
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Vilkår i forhold Hl markeHng • Nye, mulige kommunikaHonsmønstre/interakHonsformer
• Brugerne kan involveres på nye måder • De elektroniske spor, som vi afgiver kan anvendes Hl forskellige, kommunikaHve formål
• KommunikaHon kan starte og deltages i af alle -‐ from transmission to dialogue
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ImplikaHoner for strategisk kommunikaHon på ne5et
• Ingen tydelig afsender -‐ meget polyfoni • Nye kommunikaHonsmodi • Svært at isolere kontekster • Nye kulturelle fællesskaber, mange nicher • Personalisering
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Tendenser i forhold Hl markeHng
-‐ Ferrara 2012 -‐ Bakshy 2012
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Starbucks vs. anH-‐Starbucks
Forsøg på at “harness the power of online social networking sites by challenging people to hunt for the posters on Tuesday and be the first to post a photo of one using Twi5er.”
-‐ CLAIRE CAIN MILLER 18/5/2009 (h5p://www.nyHmes.com/)
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To grundmetaforer for brands
• Lifeless arHfacts (Produkt) • Organisk metafor (levende organismer eller personer – idenHtet)
-‐Hanby 1999
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PerspekHver på brands
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Brands i en kulturel kontekst
Kulturelle perspek+ver: • Top-‐Down perspekHv • Bo5om-‐up perspekHv
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Brand Communi+es
”A specialized, non geographically bound community, based on a structured set of social relaHonships among admires of the brand. It is specialized because at its center is a branded good or service”
(Muniz & O’Guinn 2001: 412)
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Brand Communi+es • Ikke geografisk bestemte • Neotribes (Maffesoli 1996) • ConsumpHon praHce Community markers: • Shared consciousness • Rituals and tradiHons • Sense of moral responsibility
(Muniz & O’Guinn 2001: 413)
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Consumer Generated Content
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Brand Hijack
• AnHmarkeHngperspekHv • Bevidsthed om forbrugermagt
• Lead user-‐tankegang • KollaboraHon -‐ Wipperfürth 2001
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Kampagne
• Interpersonel kommunikaHon • MassekommunikaHon • Segmenteret massekommunikaHon • Imiteret interpersonel massekommunikaHon
-‐Sepstrup 2010
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Totrinsmodel
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Cirkulær Flertrinsmodel (Sepstrup)
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Opinionsledere
• Horisontale opinionsledere (lokale meningsdannere)
• VerHkale opinionsledere (Idoler osv.) • SituaHonsbestemte opinionsledere (læger mv.)
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Storytelling som Branding
-‐Fog et. al. 2003
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Viral MarkeHng Skaber potenHale for øge opmærksomheden omkring budskabet og dens indflydelse med eksponenHel vækst.
-‐ Viralmanager.co.uk 2008
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Carlsbergs virale kampagne
h5p://viralvideochart.unrulymedia.com/
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Viral MarkeHng
• Bruger-‐Hl-‐bruger-‐kommunikaHon Hl at sprede informaHon om et produkt, en service eller indhold
• Har potenHale Hl at sHlle mere specifikke behov end tradiHonel virksomhed-‐Hl-‐kundekommunikaHon
• Brugerne indtager rolle som reklame-‐ eller kommunikaHonsbureau
• Ses når brugere offentliggør et indholdselement for sit sociale netværk via online tjenester.
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Elementer i Viral Marke+ng
• Gives away products or services • Provides for effortless transfer to others • Scales easily from small to very large • Exploits common moHvaHons and behaviours • UHlizes exiHng communicaHon networks • Takes advantage of others’ resources.
-‐ Wilson 2012
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Viral Marke+ng
”The right people need to get the right message under the right circumstances”
-‐ Kaplan & Haenlein 2011
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Klassisk eksempel 1. GraHs indhold eller ydelse 2. Vedhæqet tag eller lignende muligheder for at
dele på sociale netværkssites. 3. Via interpersonel kommunikaHon bliver
budskabet spredt med ens venner, kolleger eller bekendte som afsender
4. Opmærksomhed omkring tjenesten eller brandet bliver skabt blandt potenHelle brugere
5. Venner og bekendte bliver nye brugere og spreder samme budskab via deres brug Hl nye potenHelle brugere i deres sociale netværk.
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Viral Markedsføring via Hoems model
Fremkommer hyppigt gennem kommunikaHonsmønstrene: • KonsultaHon • KonversaHon • Syndikering • Deling • Emergens
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Britney Spears kampagne
• GraHs ”lækket” demo • AutenHsitet og nærhed • AkHvitet i kampagneperioden
• Opfordring Hl brugergenereret indhold
• InterakHon med udvalgte brugere
-‐ Kaplan & Haenlein 2011
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Britney Spears medieoutput
2 Youtube-‐kanaler
www.BritneySpears.com (Blog)
Twi5er Eksterne Blogs
Myspace
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KL og lærerkonflikten
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Tretrinsanalyse Hvis man skal i dybden med en given kampagne i sociale medier, må man foretage en analyse på tre niveauer:
1. OrganisaHonen 2. Medierne 3. OrganisaHonens kommunikaHon i medierne (selve kampagnen)
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Gruppearbejde
• Find en organisaHon og kortlæg dens online medieoutput
• Lav en ide Hl en kampagne, der formidler et budskab fra organisaHonen
• Beskriv sammenhængen mellem de valgte online tjenester Hl kampagnen
• Skriv et blogindlæg fra hver gruppe.