Presentasi dari Annisa Desiani, Crew dari Agate Studio dalam event Talent Development Saturday Agate Studio. http://agatestudio.com Talent Development Saturday adalah acara Agate Studio crew sharing berbagai topik. Mulai dari Art, Programming, Game Production dan General Business/Management. TDS ini dilakukan tanggal 8 Februari 2014 di Bandung Digital Valley.

1. @agatestudio
VIRAL
MARKETING
Annisa
Publishing
Agate Studio

2. @agatestudio
WHAT IS VIRAL MARKETING?
“Viral marketing is an idea that spreads—and an idea that while it is spreading actually helps
market your business or cause” –Seth Godin.
Kotler & Armstrong defines Viral Marketing as the internet version of word of mouth
marketing, which is activity happens when business does something, and their consumer tells the
business to some people.

3. Resident Evil 5 “Kijuju” Campaign by Capcom (2009)
After 100,000 people watched the first video, the next video in the series was unlocked for viewing. Individuals
who brought back at least five people to watch the video also received access to special rewards, including
access to exclusive content, leaderboards, and more.
Total shares received : More than 500,000 shares

5. Sengoku IXA “Call to Arms”

6. @agatestudio
SIX PRINCIPLES OF
CONTAGIOUSNESS
Based on Jonah Berger’s book “Contagious”, Viral
Marketing has some ”Ingredients” or principles which
will make content go viral.
Social Currency
We share things that make us look good
Triggers
Easily memorable information, top of mind
Emotion
High arousal emotions like awe, excitement, anger,
amusement, humor drive people to action
Public
Products and ideas be made publicly observable
Practical Value
News people can use
Stories
People are inherent storytellers, and all great brands
also learn to tell stories
Flappy Bird high scores
“The Hardest Game Ever”
Anger & Excitement
#flapflap in Facebook & Twitter
Playing Experience
Lesson story behind the game

7. @agatestudio
1. Simple question : “Would you reccomend to a friend?”
2. The Essential Metric for Word of Mouth on the Internet:
WOM Score = Word of Mouth
=
WOM Score tells the true value of an impression or click with WOM on the internet. WOM Score
also helps to know total clicks amount and actual CPC.
Total Clicks = WOM x Direct clicks
Actual WOM CPC =
3. Total shares, likes, and comments on social media also could track Viral Marketing and Word
of Mouth.
clicksdirectofNumber
tionsrecommendafromclicksofNumberclicksdirectofNumber 
WOM
CPC
How to track viral marketing and word of mouth:

8. Source
• “Contagious-Why Things Catch On” – Jonah Berger
• “Principles of Marketing 14th Edition” – Kotler Keller & Kevin Lane
• “Data-Driven Marketing, the 15 Metrics Everyone in Marketing Should
Know” – Mark Jeffery

9. Thank you!