virality: bandwagons, timely events, and user generated content (digital marketing today)
TRANSCRIPT
ViralityLecture #5: Virality - Bandwagons, Timely Events, UGC
UGBA 198 - Fall 2016Haas School of Business, Berkeley
Julian Gamboa-Ramos
The tendency of an image, video, or piece of information to be circulated rapidly and widely from one internet user to another.
● AKA: word-of-mouth, creating a buzz, leveraging the media, or network marketing.
● Many aim for virality, but it can’t be assured.○ Rule of thumb: Never promise something will go viral.
What Is Virality?
Comes in many forms from various sources.
● Relatable● Social Currency● Emotion● Usefulness● Spread● Quantitative Results● Being Remembered
Patterns Of Success
● Approach with new tactics○ Think outside the box
● Is it widely relatable?○ Inside jokes not
● Easily shareable○ YouTube dominates in viral
content, but posts can as well.
Making It Viral
“People don’t buy things, they buy the experience.”-Thomas Gilovich
● Early consumerism:○ Good marketing connects your product as a
commodity with human attachment.
● What was Evian able to accomplish in their ad?
● What are companies advertising now? Products or styles?
Storytelling
Aiming for virality can be risky.
● What not to do:○ Jump blindly on bandwagons○ Don’t advertise (too much)
■ “Quality over quantity”○ Plan the campaign assuming it will go viral
■ Sponsoring
Avoiding The Risks
Bandwagons
A particular activity or cause that has suddenly become fashionable or popular.
“Everyone else is watching this, so you should too.”
● Usually has a strong fan-base.● “Spurr of the moment”
○ “Everyone is in on the joke”● An event with prior hype
What Is A Bandwagon?
Be very careful with the following:
● Research○ Jumping vs Joining
● Know fanbase○ Know the lingo (Star Trek: “Frakkin”)
● Be considerate of followers
Jumping On Bandwagons
● Serial○ Detective show on real life events. Non-fiction podcast.○ Serial fan base discussed investigation via Twitter.○ Best Buy got many mentions.○ Best Buy decided to have a Tweet of their own. (RTs)
Best Buy | #Serial
Best Buy | #Serial
Best Buy Backlash
Admitting Defeat
● Understand what the topic is.○ Again, research!
● Brainstorm your approach.○ Discuss with team members on content.○ Personal detour to understand fanbase.
● How will your brand/product be perceived?○ Should your brand be linked with this topic?
● Dedicate no more than one post.○ Move on with into campaigns.
Joining Bandwagons
T-Mobile’s “Restricted Hotline Bling”
T-Mobile | Drake
● DO RESEARCH BEFORE BLINDLY JOINING (JUMPING)○ Fans and the internet alike are unforgiving.
● Once content is uploaded, it exists forever.○ Screenshots of tweets
● All fun and laughs. Be creative.
Bandwagon Takeaways
Timely Events
Utilizing recent pop-culture enthusiasm and connecting the moment or experience to your brand or product.
● Must be quick, but with research● Here: Follow culture, not lead it (storytelling)● Fresh and referenceable content
What Are Timely Events?
T-Mobile | “Drop The Balls”; Steve Harvey’s Confusion in January
T-Mobile | Steve Harvey
“Damn Daniel” Bandwagon
Time-Sensitive Tweets
“No one will notice if you do not tweet about 9/11, but everyone will notice if
you do tweet.”
Time-Sensitive Tweets
User Generated Content
Any form of content such as blogs, posts, tweets, digital images, video, audio files, ads and other forms of media that was created by users of an online system or service.
● Fan-art, song covers, hashtag uses● No control over content, but control over the tone.
○ Phrase campaigns carefully
User Generated Content
IMAGE: @TOSHIHIROANZAI/TWITTER
Japanese Wedding
UGC ~ Your Content
Too Much Liberty With UGC