'Viral Marketing' with Prof. Damien McLoughlin MBS '93 and guest speaker Dr. John Fanning BComm '64 Dr. John Fanning Author of 'The Importance of Being Branded: An Irish Perspective' Prof. Damien McLoughlin Director, Executive Education UCD Smurfit School

AGENDA The webinar will cover the following key areas: * The Importance of Viral Marketing * How Viral Marketing has changed marketing * Death of the 30-second TV commercial - the need for innovation in marketing 25 minutes Questions and Answers - 15 minutes

Executive Education Upcoming Marketing Programmes Digital Marketing: Transforming Business 29 th September – 1 st October Dr. John Fanning Performance Driven Marketing 10 th – 12 th November Prof. Damien McLoughlin for further information or telephone 716

Social Media Transforming the Landscape John Fanning

Transforming the Media Landscape Mid 15th century - printing press telegraph/telephone recorded media - music film transmission of sound, film -Late 20th century - the internet

Implications All media converge on one channel Everyone - the former audience become potential producers –the greatest expansion of creative capacity in history It’s not just that people can now speak directly back to business –but that they can speak to each other in public about businesses.

Philosophical Underpinning Roots in 1960s counter - culture A mixture of the academic, the hippie, the peasant and the geek Critical values include - collaboration, creative expression, meaning

Plus ca Change Radio didn’t kill press, television didn’t kill radio, the internet won’t kill the 30sec commercial At the end of the day - it’s not about new technology - it’s not about new media - It’s about new messages.

What Is Social Media???? A Conversation Based Online

Social Media Landscape

It’s not just Facebook & Twitter

And it differs from Traditional Media technology is the conduit Source: Wikipedia Social media is based on the integrations/conversations between different people online and for brands to become part of this they need to move from a monologue to a dialogue …it’s not finite…

How it differs from Traditional Media… Traditional MediaSocial Media VS Customer Prof media outlets Static content Campaign Monologue/Push Collaborator User generated content Evolving content Commitment Dialogue/Pull

Social Media Landscape Ireland

15 – 24 – Ireland Media Trend

35 – 44 – Ireland Media Trend

93% of Social Media users believe companies should have a Social Media Presence Cone, Business in Social Media Study, September 2008

56% feel a Stronger Connection to brands who use social media Cone, Business in Social Media Study, September 2008

The way people use Social Media can be broken down into 3 different categories How People Use Social Media

Creating Content Blogs/Wikis Video editing/uploading – YouTube/Dailymotion Twitter New ways to create content popping up regularly

Building online personalities through social network profiles i.e. Bebo/Facebook Can chat to friends, piers or brands Can seek out new contacts through links with current connections Can publish & expose any content they have developed to friends Make Connections

Make Recommendations Have the opportunity to give their views on a product & rate the product i.e. ebay/tripadvisor Can answer peoples requests on reviews of different products Can make comments on peoples Social Network profiles/ content Can amend Wiki’s with new updates

Who Does What???

The Reason To Use Social Media Create Awareness Encourage Trial Inspire Loyalty Create Ambassadors Develop greater market share Build Your Brand Reputation Increase Sales Promote Brand advocates Encourage current advocates to talk about the product volunteers/donatorsPromote current volunteers/donators into Brand Advocates

How Does Social Media deliver ??? It helps develop a relationship with your customers through dialogue –Customers want and expect to receive answers they pose to the brand –Opportunity to defend your brand to defectors Drive Brand Advocacy

Managing a Social Media profile Develop a content plan –Catalogue all content available –Outline conversation topics –Build a FAQ database – update with fans questions as they come in

Managing a Social Media Profile Regular monitoring of your profile (5 mins every hour) Personalise your responses Don’t be afraid to ask questions of your fans

Bank of America

USEFUL READING The Importance of Being Branded: An Irish Perspective (paperback)

Questions and Answers

Next Webinar -13 th May Executing Strategy with Prof. Patrick Gibbons In this webinar Prof. Patrick Gibbons will discuss the topic of executing strategy in challenging times. For further information

Executive Education Upcoming Marketing Programmes Digital Marketing: Transforming Business 29 th September – 1 st October Dr. John Fanning Performance Driven Marketing 10 th – 12 th November Prof. Damien McLoughlin for further information or telephone 716