Courses - Digital Marketing | Viral Marketing der lykkes
Date: 7th September from 9 am – 1 pm
Plant the seed
Almost everyone has received small, fun video clips from their friends. Statistics tell us that around half of these clips are ”sponsored” by brands. Although viral marketing is probably one of the most exciting new marketing disciplines, it’s also undeniably one of the most difficult to master. The difference in value between a successful viral campaign and a failure can be compared to the difference between Mount Everest and a molehill.
The days when you could get lucky with a viral campaign are just about over. Today, viral campaigns need to be planned, executed and seeded much more carefully than a traditional 30-second TV commercial. What’s more, viral campaigns need not be film clips. Some of today’s most successful campaigns include, for example, music, websites, bracelets or mobile content. But success with viral marketing demands understanding of four fundamental mechanisms:
- Why do we exchange viral materials with each other?
- What does it take for viral materials to work virally?
- How can viral materials create value for the brand owner?
- How can brand owners facilitate the spread of viral materials?
We take you through these questions, using a number of relevant cases to show what works, what doesn’t and why.
This course is for you if:- You are considering using viral marketing but are unsure about how it fits your target audiences and/or your products and services
- You usually produce 30-second commercials and are wondering whether insight into viral marketing could be used to improve your TV effectiveness
- You already use, or are developing viral marketing campaigns
- You’ve used viral marketing before with good results, but aren’t exactly sure why it worked!
- You’re just interested in the viral marketing phenomenon
- Fundamental understanding of how social media work
- Knowledge of how to activate social media
- Knowledge of the basic ”laws” of social media
- Knowledge of how creative elements should be shaped for optimum effect
- A number of examples of how ”commercial” messages can be worked into the creative elements without damaging the viral effect
- Knowledge of the basic rules of seeding
- Knowledge of how spread can be tracked
- A methodology for calculating ROI for viral campaigns
As with all Poets and Plumbers skills training, our viral marketing course is based on experience with Danish, Scandinavian, European and American viral campaigns. These cases enable us to work with the four most important areas in viral marketing:
Social networking theory The idea behind the Tipping Point- Social ”super strings”
- Networking vs. target audiences
- Creativity: How can creative materials be developed so that they actvate social superstrings?
- Formats
- Roles
- Effects
- Messages: What types of messages can be communicated and how?
- Branding
- Story-selling
- Promotions
- Implementation
- Idea creation
- Instruction
- Process
- Budget
- Seeding: How can viral materials be kickstrates
- Integrated campaigns: How can viral materials be integrated with a more traditional media mix?
- How to measure the value of viral campaigns
The 10 most common mistakes when using viral marketing
The 10 best tips when you work with viral campaigns
See how the couse has been evaluated