Viral Marketing. How To Be Proactive About Your Online Reputation. February Webinar
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1 Viral Marketing February Webinar
2
3 Panelists Geoff Martinez Strategy Consultant Trinet Internet Solutions, Inc Jake Burkett CSM Trinet Internet Solutions, Inc Trinet Trinet Internet Internet Solutions Solutions Inc. Inc.
4 Areas of Focus 1. What is Viral Marketing 2. Why be Proactive? 3. Online Reputation Management 4. Protect & Manage
5 What is Viral Marketing? Any marketing technique that induces Web sites or users to pass on a marketing message to other sites or users, creating a potentially exponential growth in the message's visibility and effect Searchcrm.techtarget.com
6 Targeted vs. Guerrilla 1.Targeted/Local Seeding: High conversions or click-throughs 2.General Guerrilla Seeding: Maximum amount of exposure possible Source:
7 Did you know Source: viralblog.com
8 How Do We Spend Our Time Online? Source: viralblog.com
9 What s s in it for Businesses? Build Brand Equity Infectious, fast spreading Low Cost per lead
10 Successful Case Study: Old Spice 40 million views in one week Facebook fan interaction +800% Website traffic +300% More video views in 24 hours than Obama s presidential victory speech Isaiah Mustafa former NFL player/ TV host/ Actor
11 Successful Case Study: Old Spice The Man Your Man Could Smell Like 1 st place for Funniest Commercials of 2010 Direct YouTube video responses Twitter replies to popular personalities Isaiah Mustafa former NFL player/ TV host/ Actor
12 Areas of Focus 1. What is Viral Marketing 2. Why be Proactive? 3. Online Reputation Management 4. Protect & Manage
13 The Dark Side Virtual Lynch Mob Word-of-Mouse Outlet for unsatisfied customers
14 Viral marketing gone bad Viral marketing is a coin toss Lack of content control Bad news travels faster
15 Case Study: Taco Bell s Lawsuit January 19, 2011 Customer files lawsuit over meat content Virality: Allegations spread online before suit was even served Response Immediate Social (Facebook/YouTube) Positive web news coverage
16 Case Study: Taco Bell s Lawsuit "We will spend whatever it takes to restore our reputation." - Greg Creed, President, Taco Bell
17 Proactive Reduces Risk Control exposure Best defense is a good offense Use viral marketing to your advantage
18 Areas of Focus 1. What is Viral Marketing 2. Why be Proactive? 3. Online Reputation Management 4. Protect & Manage
19 What are search results saying about your brand?
20 Online Reputation Management What is Online Reputation Management? Why brands need it?
21 How does ORM work? 1. Protect brand perception 2. Monitor brand chatter 3. Increase positive mentions 4. Suppress negative mentions
22 Trinet Case Study: Maruchan Search Engine Analysis Search Occurrences Social Media Brand Awareness Fans, Likes, Chatter Reputation Scoreboard Competitive Analysis
23 Areas of Focus 1. What is Viral Marketing 2. Why be Proactive? 3. Online Reputation Management 4. Protect & Manage
24 Source: Oxford Metrica, 2010
25 Time to Implement What you can do NOW Multiple Online Channels Search, Social Media, Blogs Content creation Microsites, SEO Target specifically Specific Targets
26 Get proactive about your online reputation before others do!
27 Q & A
28 Contents not to be shared outside of intended organization or duplicated without written permission of Trinet Internet Solutions, Inc.
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