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2005 Stephan M Spencer Netconcepts www.netconcepts.com [email protected]
Traditional Vehicle, New Channel:
Internet Word-of-Mouth Marketing
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CONFIDENTIAL 2005 Stephan M Spencer Netconcepts www.netconcepts.com [email protected]
Its Time to Think Different
Interruption marketing just doesnt work anymore
Unanticipated, impersonal, and irrelevant ads wont break
through the data smog
Stop marketing atpeople. Get out of the way and letpeople market your products to each other.
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CONFIDENTIAL 2005 Stephan M Spencer Netconcepts www.netconcepts.com [email protected]
What is viral marketing?
Word of mouth marketing augmented by digitalcommunication, a.k.a. word of mouse
Facilitate the process of people referring their friendsand colleagues
to purchase your products, visit your site, sign up for a free
trial, subscribe to your newsletter, etc.
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CONFIDENTIAL 2005 Stephan M Spencer Netconcepts www.netconcepts.com [email protected]
Word-of-Mouth on Steroids
Traditional WOM Travels slowly
Dies off E.g. recommend a book to
some friends
Digitally augmented WOM Spreads fast
Travels far Exponential growth
(amplification)
E.g. Hotmail
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CONFIDENTIAL 2005 Stephan M Spencer Netconcepts www.netconcepts.com [email protected]
Some new jargon
Sneezer, ideavirus, vector, hive, tipping point,connector, maven, promiscuous, powerful, smooth,
amplifier, persistence, word-of-mouse, network effect,Law of the Few, Zipfs Law, Metcalfs Law,
compounding effect, etc.
Gotta love buzzwords!
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First, you need an ideavirus
Is your idea virusworthy?
Ideaviruses love a vacuum
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Whos going to spread your message?
Seth Godin calls them sneezers
Promiscuous sneezers - have their price Powerful sneezers - cant be bought; difficult to predict what
will motivate them
Malcolm Gladwell breaks them out differently
Connectors - masters of the loose tie, seem to knoweverybody
Mavens - genuinely helpful
Salespeople - born to sell
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Divide and conquer
Go after a demographic or psychographic group whereyour ideavirus can dominate
Like people hang out together (e.g. the affluent mix inthe same circles)
Target those sympathetic to your cause
Got a BMW dealership? Target BMW owners, not Fordowners.
Go after bloggers. They are sneezers!
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CONFIDENTIAL 2005 Stephan M Spencer Netconcepts www.netconcepts.com [email protected]
Observe whos sneezing!
Identify your top sneezers by tracking unique opens 0 = didnt open
1 = recipient opened but didnt forward 2+ = recipient probably forwarded (unless they check mail
from multiple PCs)
Reward and incentivize these sneezers! Theyre worth
their weight in gold.
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CONFIDENTIAL 2005 Stephan M Spencer Netconcepts www.netconcepts.com [email protected]
Reward your sneezers
Dont insist that a referrers friend become a customer to earn the
incentive. Thats outside his/her control.
Make sure the incentive is relevant to the recipient. It doesnt have to be expensive.
e.g. golf balls with the recipients name printed on them
DONT change the rules mid-campaign
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CONFIDENTIAL 2005 Stephan M Spencer Netconcepts www.netconcepts.com [email protected]
Gotta give to get
Dont just give a speech and leave Fly in your customers to tell their stories
Sponsor a cocktail party afterward
Dont just tell them how your product is safe and secure; give them a first aidkit for their car
3M Post-It Notes: Secretary of 3Ms chairman sent a free case to secretaries of chairmen of the
Fortune 500
MCI Mail: Blew it - built friction into the system by charging instead of giving it away to build
critical mass
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Network Effect
Metcalfs Law - the value of a network increases withthe square of the number of people using it
A world with 1000 fax machines is 250,000 times betterthan one with only 2
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CONFIDENTIAL 2005 Stephan M Spencer Netconcepts www.netconcepts.com [email protected]
Power of bestseller lists
Zipfs Law - #1 is MUCH more popular than #2
Stanford study: artificially boosting bestseller status ofdownloaded files
Self fulfilling prophecy
If you cant dominate one, create your own
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Make it easy for people topass it on Ask recipients to forward your e-newsletter, email,
website URL, RSS item, etc. to friends
Include on your site Email this page to a friend buttons
to refer your articles, products, etc.
Make it a fill-in form that allows the visitor to pass it on
to a number of people at once e.g. Ideavirus.coms Send It page
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The consumer is in control
Of the content
Of the frequency
Of the relationship
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Where consumers gather andmessages propagate Email
Discussion forums / chat rooms / listservs
Blogs
RSS
Podcasts
Wikis
Search engines
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CONFIDENTIAL 2005 Stephan M Spencer Netconcepts www.netconcepts.com [email protected]
Join their conversations
Start blogging
Individual blog or group blog? Moblogging? Podcasting?
Influence other bloggers to blog about you
Solar powered backpack example
Start offering RSS feeds
Create a community Forums? Email listservs? Chat rooms? Wikis?
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Precepts for joining the conversation
Say something worth talking about - Nick Usborne
Be remarkable.The opposite of remarkable is verygood. Very good is boring. - Seth Godin
Start fires.Markets are conversations; andconversations are fire. Therefore, marketing is arson. -
Doc Searls Share the love.Share your knowledge. Share your
network. Share your compassion. - Tim Sanders
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CONFIDENTIAL 2005 Stephan M Spencer Netconcepts www.netconcepts.com [email protected]
Blogs
Online journal, organized in reverse chronological order
165 million Google search results for blog
3 types, according to Seth Godin
News blogs, Writers blogs, Our blogs
The community of bloggers = blogosphere
Blogosphere is rich with interlinkages Bloggers always cite (and link to) their sources in their posts
Links also appear in blogrolls, trackbacks, comments,
RSS
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RSS
Better than the Inbox
Unspammable content delivery channel to individuals
Viable replacement for enewsletters
Web-wide Syndication
Propagate deep links that drive traffic and search engine
juice You should be fired if you do a marketing site without
an RSS feed. - Robert Scoble, Microsoft
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Slashdotheadlinessyndicatedon
Nanodot.org
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CONFIDENTIAL 2005 Stephan M Spencer Netconcepts www.netconcepts.com [email protected]
How subscribers follow RSS
Web-based aggregator
Bloglines (now owned by Ask Jeeves), My Yahoo!, MyMSN,
MyFeedster, etc.
Installed application
NewsGator (Outlook plug-in), Sage (Firefox plug-in), Pluck(IE plug-in), FeedReader, etc.
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RSS
What will help subscribers keep their finger on the pulseof your business/industry and compel webmasters to
disseminate to their visitors? News alerts, latest specials, clearance items, upcoming
events, new arrivals, new articles, new tools & resources,search results, a books revision history, top 10 best sellers,project management activities, forum/listserv posts, recentlyadded downloads,
For blogs: latest posts, latest posts by category, latestcomments per post,
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Subscribe tosearch resultson MSN Search
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Subscribe tosearch resultson Yahoo! News
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Subscribe todeals with onlineretailers
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Subscribe toarticles
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Subscribetopodcasts
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Make It Easy to Subscribe
1-click add to your favorite aggregator
Add to ____ buttons
Link tags e.g.
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Subscribe toa feedpersonalizedto you
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Wikis
A website that visitors can add to / edit easily
Without knowledge of HTML
All previous versions are kept
Can easily back out to a previous version if needed
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Discussion Forums
Web-based message board
Can be email-based too. Called a listserv or a
discussion list.
Very unlike blogs
Everyone is equal
Threaded Anyone can start new threads
Also unlike chat rooms, which are ephemeral
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Case studies
President Carters blog
Numa numa
Somerville Gates Voltaic backpack
A9
HOTorNOT.com
Unleashing the Ideavirus
SETI@home
Budweiser parody
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President Carters blog
8 days of blogging during a trip to West Africa
138,000 results for carter west africa blog in Google
Blog was marketed via press releases, through partnerorganization Web sites, and via the Google AdWords program
garnered significant increases in visits to our site, resulting in an
average quadruple our normal daily average. We have sustained
a significant increase in Web traffic since February 2004 - CarterCenter
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Numa Numa
A student with a web camand too much time on his
hands Spreads through the
blogosphere quickly asA-list bloggers likeSeth Godin and Rick Bruner blogged about it
Made it onto Good Morning America
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Somerville Gates
a micro sendup of the saffron
extravaganza in New York's Central
Park $3.50 in art supplies
Received over 4 million hits
Invitation from Tufts University forjuried art show
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Voltaic Backpack
Solar-powered backpack from a small start-up
Blogging friend Treehugger blogged about it
Then got picked up by CoolHunting
Then got picked up by Gizmodo
A flurry of orders ensued.
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A9
When Amazon.coms search engine company (called
A9) launched, bloggers got the scoop, not traditional
media A9s beta launch rocketed through the blogosphere
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HOTorNOT.com
Formerly AmIHotorNot.com
View photos of strangers and rate their looks from 1 to 10 or post your ownphoto
Launched by 2 unemployed Californians on a whim and with no funding
A MediaMetrix Top 50 most visited site
Peaked at 14.8 million page views in a single day
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Unleashing the Ideavirus
Book by Seth Godin - in paperback, hardcover, and e-bookformat
Free to download from the web at www.ideavirus.com
Web site also allows you to easily email it to all your friends
Most downloaded e-book in history
An Amazon.com best seller
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SETI@home
Search for Extra Terrestrial Intelligence
Analyzing noise from space
Over 2 million PCs crunchingnumbers in their spare time, forno compensation
Propagated by powerful sneezers
Persistent
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Budweiser Parody
Wassup Superfriends
Budweiser, wisely, didnt interfere
Further burned Budweisers brandand ad campaign into oursubconscious
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Ready, Aim, Misfire.
Negative WOM spreads like wildfire
Raging Cow
Kryptonite Dan Rather (Rathergate)
What went wrong?
Be transparent. Be truthful.Communicate.
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Search engines
Rankings can be manipulated
Implied endorsement
Combination of on-page and off-page factors
On-page
Body copy, title tags, headings, etc.
Off-page Links act like votes. Votes weighted. Favors A-list bloggers.
Link text very important (Google bombing)
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In Summary
Viral marketing dwarfs traditional WOM
Identify your best sneezers
Make a compelling offering and exploit the sneezers
motivations
Make it easy to spread (smooth)
Join the conversation, through blogs, RSS, wikis, etc. You can influence, but not control
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Further Reading / Resources The Tipping Pointby Malcolm Gladwell
Unleashing the Ideavirus by Seth Godin
The Anatomy of Buzzby Emanuel Rosen Creating Customer Evangelists by Ben McConnell & Jackie
Huba
The Cluetrain Manifesto by Levine, Locke, Searls & Weinberger
Love is the Killer App by Tim Sanders
The Purple Cowby Seth Godin
Word of Mouth Marketing Association (www.womma.com)
MarketingProfs thought leaders summit on buzz marketing
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Q&A
Email [email protected] for the audio fromthe MarketingProfs thought leaders summit on business
blogging that I led earlier this year Questions after the conference? Email me at