"when viral becomes social." presentatie viral marketing @nyenrode

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1 When viral becomes social Nyenrode 18 October 2010 Remco van Buren

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When viral becomes social. "Virals don’t self propagate, they can’t be pushed. But experiences are nowadays spread deliberately. By… ...People!" Presentatie van Remco van Buren op Nyenrode op 20-10-2010

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Page 1: "When viral becomes social." Presentatie viral marketing @Nyenrode

1

When viral becomes social

Nyenrode › 18 October 2010 › Remco van Buren

Page 2: "When viral becomes social." Presentatie viral marketing @Nyenrode

About Kittyhawk and myself…

Founded in June 2009

> 35 years of online experience

Focus: integrating online in general business strategies

Or: Building Online Business

Team of 9 specialists and growing fast

More info www.kittyhawk.nl

Me? Remco van Buren

2Social Media Marketing

Page 3: "When viral becomes social." Presentatie viral marketing @Nyenrode

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How it often starts:

Marketer: “We want to do

something different,

something remarkable,

funny and cool. Let’s

create a viral! Something

everyone wants to see!”

Or the agency: “we got a

great idea for a viral!

Cost efficient high

impact!”

Page 4: "When viral becomes social." Presentatie viral marketing @Nyenrode

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Why they want it:

Their customers are

more and more active in

social media where

they share content.

And sometimes it is

highly viewed and shared

many times.

Page 5: "When viral becomes social." Presentatie viral marketing @Nyenrode

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What they want:

Marketers want

something, a video, a

game, a microsite that

spreads like a virus.

Just like Numa Numa,

they want a successful

viral.

Page 6: "When viral becomes social." Presentatie viral marketing @Nyenrode

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Success is often

measured by….

… the number of views

and how many people

watched it!

Page 7: "When viral becomes social." Presentatie viral marketing @Nyenrode

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But it’s not about the

number of views,

It’s about WOM, a Buzz,

it’s about consumers

making the brand

message their own

and giving it social

worth!

Page 8: "When viral becomes social." Presentatie viral marketing @Nyenrode

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We have entered the era

in which…

Economy is based on

Experiences

Consumers choose for

Authenticity

Companies must

Generate

Page 9: "When viral becomes social." Presentatie viral marketing @Nyenrode

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Ergo: virals don’t self

propagate, they

can’t be pushed.

But experiences are nowadays spread

deliberately. By…

…People!

Page 10: "When viral becomes social." Presentatie viral marketing @Nyenrode

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Page 11: "When viral becomes social." Presentatie viral marketing @Nyenrode

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So stop trying to make

things viral…

… but start

understanding what

people want to share

and why.

But how do we start?!

Page 12: "When viral becomes social." Presentatie viral marketing @Nyenrode

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1. Start caring

about something

more than your

products!

Page 13: "When viral becomes social." Presentatie viral marketing @Nyenrode

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2. Know the

community. Make

your content

easily findable

and sharable.

Page 14: "When viral becomes social." Presentatie viral marketing @Nyenrode

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3. Understand

their desires.

Page 16: "When viral becomes social." Presentatie viral marketing @Nyenrode

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5. Engage your

audience…

… let them play a

role.

Page 17: "When viral becomes social." Presentatie viral marketing @Nyenrode

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6. Last but not

least: make sure

emotions are

generated:

parody, humor,

shock, surprise,

absurdity

etcetera

Page 18: "When viral becomes social." Presentatie viral marketing @Nyenrode

For more information:

W: www.kittyhawk.nl

E: [email protected]

T: 0413 38 70 56

Social Media Marketing 18