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Viral MarketingJesper Åström
Digital first.
Not digital only.
maximise the creative impact.
OplevelserBusiness of Attention
Strategy + Insights
Creative + Content
Activation + Technology
OFFERING
i need your help
BRING OUT SOME PEN AND PAPER (or mobile)
What’s the opposite of this word - in english?
What’s the opposite of this word - in english?
Always
What’s the opposite of this word - in english?
Coming
What’s the opposite of this word - in english?
From
What’s the opposite of this word - in english?
Take
What’s the opposite of this word - in english?
Me
What’s the opposite of this word - in english?
Down
Rickrolled!!
34 000 HOURS
I ”hack” people and algorithms for a living
SOMETHING HAPPENS HERE
GROWTH CURVE ”Going viral”
and here
Networking Research influentials
1-9-90
Activation 5 C’s JTBD
Through content
Seeding network messaging
C-formula
bubble transition media buying
GROWTH process
Maintenance Celebration
crm
step one: understand why a network is important!
how could we make this old asset valuable?
if you were…
Popular
17,713 backers pledged $630,019 to help bring this project to life.
Average $36
Largest $10 000
flippin’ the script
step two a: FIND your ”smallest acceptable truth” - why?
SOMETHING HAPPENS HERE
GROWTH CURVE ”Going viral”
Gagnam style S-curve!
INITIATIVE THAT MAKES IT OK TO GO FOR IT ”SMALLEST ACCEPTABLE TRUTH” ”Minimum viable product”
BREAKING POINT
What was the smallest acceptable truth?
Search term
Are you ”tagged” on Facebook?
The Kodak ”moment”
Affordable access
Affordable fashion
step two b: look for your ”smallest acceptable truth” - how?
PROXIMITY
Important nodes
”THE NERDS”
1%• Probably care about your brand
more than you do
• Are willing to co-create with you if you give them the opportunity
• Love you if you love them back 1-on-1
Co-Creators
B2C B2B
• Engaged clients• Partners & suppliers• Conference speakers• Researchers• Introvert Industry Experts
• Engaged consumers• Bubble centerpoints - topic• Researchers
Co-CREATORS
1
BREAKING POINT DECELERATION
CO-CREATE
1
BREAKING POINT DECELERATION
CHANGE?????
”THE CONNECTORS”
9%
• Opinion makers that use your content to say something about themselves
• They do not co-create but rather comment on what you and others create around your brand
• They are willing to curate your content and products if they find there is a social or monetary incentive to do so
• If you give these guys too much attention they will go away
CURATORS
B2C B2B
• Journalists• Social media activists• Politicians• Celebrities• Extrovert industry experts• …
• Journalists• Social media influencers• Celebrities• …
COMMENTATORS
19
BREAKING POINT DECELERATION
CHANGE
INITIATIVE THAT MAKES IT OK TO GO FOR IT ”SMALLEST ACCEPTABLE TRUTH”
”THE CONSUMERS”
90%
• They simply feel they don’t have time to care about you enough to have their own opinion
• They trust others when it comes to your brand
• They are not willing to participate in your programs, but they are more than willing to buy your product if it seems to solve the job they needs to get done
CONSUMERS
CONSUMERS
19
90
BREAKING POINT DECELERATION
CHANGE
TIME ACCESS ENTERTAINMENT
1 9 90
CO-CREATE CURATE/OPINIONS CONSUME
step THREE: ACTIVATE YOUR NETWORK
5 C’s of Viral Marketing HOW TO MAKE SOMETHING VIRAL
CREATIVITY CONFORMITY CHALLENGE CHARISMA CHEATING
CREATIVITY STORY ABOUT THE STORY
1. They created a video that would appeal to anyone who saw it
2. They made it relevant for a lot of journalists by creating ”stories about the story” that enabled them to put it in their paper
3. Launched by making it seem as though it was popular ”we got 6 million views in 3 days”
Story ABOUT THE story
SOME WORK SOME DON’T
WHAT THE EFFECT IS
3Next Month…
KAAVE POUR
Conversational Interfaces & AI
November 28th.
Thank you.
