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1 When viral becomes social Nyenrode › 18 October 2010 › Remco van Buren
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When viral becomes social
Nyenrode › 18 October 2010 › Remco van Buren
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
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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!”
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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.
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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.
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Success is often
measured by….
… the number of views
and how many people
watched it!
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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!
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We have entered the era
in which…
Economy is based on
Experiences
Consumers choose for
Authenticity
Companies must
Generate
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Ergo: virals don’t self
propagate, they
can’t be pushed.
But experiences are nowadays spread
deliberately. By…
…People!
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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?!
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1. Start caring
about something
more than your
products!
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2. Know the
community. Make
your content
easily findable
and sharable.
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4. Give them
tools to share the
experience…
…and use links!
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5. Engage your
audience…
… let them play a
role.
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6. Last but not
least: make sure
emotions are
generated:
parody, humor,
shock, surprise,
absurdity
etcetera
For more information:
W: www.kittyhawk.nl
T: 0413 38 70 56
Social Media Marketing 18
