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Word of MouthGuillaume Ereteoyou should follow me on twitter @ereteog
Viral video
"A viral video is one that becomes that become popular through the process of internet sharing, typically through video sharing websites and email" Wikipedia
How many of these videos have you ever seen?100 Greatest hits of youtube
None?
More than 10?
More than 50?
emotional intelligenceAbility to feel, identify and asses emotion
Empathy & viral emotionscontagion and social synchronisation
smile, laugh
So sweetyProtect specieshttp://www.youtube.com/watch?v=cXXm696UbKY
http://www.youtube.com/watch?v=UjXi6X-moxE
anger / fearProtect individual
sadness / sufferingProtect individual
Happyness, love, friendship, rire
Be originalhttp://www.dailymotion.com/video/x17b6r_ma-valentine_creation
"We are wired to connect"
Goleman
Identity, membershipsentiments, opinions.
Sharing feelings
Sharing opinions
Weapon of massive virality
Counter sens of natural feelings
Surprise for lasting impression
The key?understand the emotional engagement of your audience!
Emotion, Engagement and Internet Video [Bardzell et al 2008]
how?listen and put yourself in their shoes
Viral communication
ntime ntime
Viral adsTarget your customers and use it!
Self promotionsimilar to a brandhttp://www.youtube.com/watch?v=MytfhzcSF-Y
messagesuse your community members to diffuse your message
Global Warming
Business school
Viral game
Succes story made in Orange
ComparisonLet people compare themselves
Smart and simple viral campaign by IKEAEngage people!
Make it interactivehttp://www.youtube.com/user/tippexperience
So make it social!
Social media influence
71% of people share recommendations
The Razorfish Social Influence Marketing Report
I want to go to the cinema
Which film should I watch
Chain reactionLittle emotional drop
A consequence
“Brüno so almost a 40% drop in ticket sales from Friday to Saturday, and lost even more steam going into Sunday."http://mashable.com/2009/07/13/bruno-twitter-reactions/
A cause ;)Time thinks Twitter might be to blame claiming that "Brüno could be the first movie defeated by the Twitter effect."
A causeif you combine the positive and anticipatory tweets (Loved It, Pitt was Great, Have to see it), the results are pretty mind-blowing — 78% of tweets approve of the movie. On the flip side, combining negative tweets (Not Tarantino’s Best, Unimpressed), you get a measly 8%." http://mashable.com/2009/07/13/bruno-twitter-reactions/
A consequence"Quentin Tarantino's movie held fast after its $14.4 million Friday to finish the week end at $37.6 million "http://www.riskybusinessblog.com/2009/08/inglourious-basterds-twitter.html
The Razorfish Social Influence Marketing Report
Example of key influencer
Example of social influencer
Example of known peer influencers
The buzz golden rule :
there is no rule!
"Ségo is so funny!"
"LOL! ROFL!"
"ALLELUIA!"
TO DO
learn to use different social medias
• choose a subject to communicate on
• open a blog (wordpress.com, blogger.com, etc.)
• a twitter account
• a facebook fan page
• a youtube channel
define and characterize the targeted community
• who (age, sex, profession, opinions, interests, etc.)
• where (facebook, blogs,niche networks, etc.)• vocabulary (search engine, goole keyword tool,
etc.)• Define the influencers (key influencers, social
influencers, known peer influencers)• Listen to this community ==> google alert, blog
subscription, forum subscription
your word of mouth
• define the emotional engagement of your community
• which influencer are you targeting
• imagine a viral campaign (video, game, etc.)
• where and how to launch it.
references
Emotion, Engagement and Internet Video
Goleman, D.: Social Intelligence: The New Science of Human Relationships
Fluent: The Razorfish Social Influence Marketing Report
