Great Viral marketing principles from Jonah Berger together with some guidelines for social media marketing and how to measure success of your social media efforts is shared in this presentation.

1. Social Media Sharing
for
Viet Youth Entrepreneur 2013
By Chandler Nguyen
Monday, August 12, 13

2. What we hope to Discuss in
the next 1 hour
Monday, August 12, 13

3. What we hope to Discuss in
the next 1 hour
Quick Overview of Social media
Monday, August 12, 13

4. What we hope to Discuss in
the next 1 hour
Quick Overview of Social media
Viral marketing principles
Monday, August 12, 13

5. What we hope to Discuss in
the next 1 hour
Quick Overview of Social media
Viral marketing principles
Deep dive into facebook in particular
Monday, August 12, 13

6. What we hope to Discuss in
the next 1 hour
Quick Overview of Social media
Viral marketing principles
Deep dive into facebook in particular
Q & A
Monday, August 12, 13

7. If you could remember one
thing today
“When done right, technology enhances the
story, it doesn’t replace it”
Monday, August 12, 13

8. Before jumping into
Social Media Marketing
Monday, August 12, 13

9. Let’s recap the marketing
brief
Monday, August 12, 13

10. Let’s recap the marketing
brief
Background:
Monday, August 12, 13

11. Let’s recap the marketing
brief
Background:
• who you are? what values you bring to the
target audience? Key products & unique selling
points, market condition, competitors etc...
Monday, August 12, 13

12. Let’s recap the marketing
brief
Background:
• who you are? what values you bring to the
target audience? Key products & unique selling
points, market condition, competitors etc...
Objectives
Monday, August 12, 13

13. Let’s recap the marketing
brief
Background:
• who you are? what values you bring to the
target audience? Key products & unique selling
points, market condition, competitors etc...
Objectives
Key message
Monday, August 12, 13

14. Let’s recap the marketing
brief
Background:
• who you are? what values you bring to the
target audience? Key products & unique selling
points, market condition, competitors etc...
Objectives
Key message
Target audience
Monday, August 12, 13

15. Let’s recap the marketing
brief
Background:
• who you are? what values you bring to the
target audience? Key products & unique selling
points, market condition, competitors etc...
Objectives
Key message
Target audience
Brand personality on social media
Monday, August 12, 13

16. Digital marketing
Monday, August 12, 13

17. Digital marketing
Owned Media
Monday, August 12, 13

18. Digital marketing
Owned Media
• Computer screen: Website, Microsite
Monday, August 12, 13

19. Digital marketing
Owned Media
• Computer screen: Website, Microsite
• Mobile screen: Responsive Design Website, Mobile
Native App
Monday, August 12, 13

20. Digital marketing
Owned Media
• Computer screen: Website, Microsite
• Mobile screen: Responsive Design Website, Mobile
Native App
• Social media assets: Facebook, You Tube, Google Plus,
Linkedin, Twitter, Instagram, Pinterest, Zing Me, Web
Tre Tho account, WeChat, Line etc...
Monday, August 12, 13

21. Digital marketing
Owned Media
• Computer screen: Website, Microsite
• Mobile screen: Responsive Design Website, Mobile
Native App
• Social media assets: Facebook, You Tube, Google Plus,
Linkedin, Twitter, Instagram, Pinterest, Zing Me, Web
Tre Tho account, WeChat, Line etc...
Paid Media: Display Media, Search Engine Marketing,
Social Media Ads, Mobile ads, Online PR etc...
Monday, August 12, 13

22. Digital marketing
Owned Media
• Computer screen: Website, Microsite
• Mobile screen: Responsive Design Website, Mobile
Native App
• Social media assets: Facebook, You Tube, Google Plus,
Linkedin, Twitter, Instagram, Pinterest, Zing Me, Web
Tre Tho account, WeChat, Line etc...
Paid Media: Display Media, Search Engine Marketing,
Social Media Ads, Mobile ads, Online PR etc...
Earned Media: word of mouth, Key influencer outreach,
fans, social mentions etc...
Monday, August 12, 13

23. What is Social Media?
Monday, August 12, 13

24. Social media refers to the means of
interactions among people in which they create,
share, and exchange information and ideas in
virtual communities and networks.[1] Andreas
Kaplan and Michael Haenlein define social
media as "a group of Internet-based applications
that build on the ideological and technological
foundations of Web 2.0, and that allow the
creation and exchange of user-generated
content."[2] Furthermore, social media depends
on mobile and web-based technologies to create
highly interactive platforms through which
individuals and communities share, co-create,
discuss, and modify user-generated content. It
introduces substantial and pervasive changes
to communication between organizations,
communities, and individuals.[3]
Monday, August 12, 13

25. Social media refers to the means of
interactions among people in which they create,
share, and exchange information and ideas in
virtual communities and networks.[1] Andreas
Kaplan and Michael Haenlein define social
media as "a group of Internet-based applications
that build on the ideological and technological
foundations of Web 2.0, and that allow the
creation and exchange of user-generated
content."[2] Furthermore, social media depends
on mobile and web-based technologies to create
highly interactive platforms through which
individuals and communities share, co-create,
discuss, and modify user-generated content. It
introduces substantial and pervasive changes
to communication between organizations,
communities, and individuals.[3]
Monday, August 12, 13

26. Social media are communication
channels between people
Monday, August 12, 13

27. However, Social Landscape is
complex
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28. However, Social Landscape is
complex
Monday, August 12, 13

29. However, Social Landscape is
complex
Monday, August 12, 13

30. However, Social Landscape is
complex
Monday, August 12, 13

31. However, Social Landscape is
complex
Monday, August 12, 13

32. However, Social Landscape is
complex
Monday, August 12, 13

33. However, Social Landscape is
complex
Monday, August 12, 13

34. However, Social Landscape is
complex
Monday, August 12, 13

35. However, Social Landscape is
complex
And many more
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36. Example: Facebook in Vietnam
User 19,200,000
Online Penetration 60.0%
Population Penetration 22.00%
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37. Twitter (estimated)
User 1,800,000
Online Penetration 5.600%
Population Penetration 2.00%
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38. Monday, August 12, 13

39. Monday, August 12, 13

40. Every two days
now we create as much
information as we did
from the dawn of
civilization up until
2003.
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41. So how to make our Digital
Marketing initiative noticed?
Talked about?
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42. Only 10% of sharing happens
online!
Research by kellerfay group
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43. Principles of viral marketing
by Jonah Berger
Monday, August 12, 13

44. Principles of viral marketing
by Jonah Berger
Stepps
Monday, August 12, 13

45. Principles of viral marketing
by Jonah Berger
Stepps
• Social currency
Monday, August 12, 13

46. Principles of viral marketing
by Jonah Berger
Stepps
• Social currency
• Triggers
Monday, August 12, 13

47. Principles of viral marketing
by Jonah Berger
Stepps
• Social currency
• Triggers
• Emotion
Monday, August 12, 13

48. Principles of viral marketing
by Jonah Berger
Stepps
• Social currency
• Triggers
• Emotion
• Public
Monday, August 12, 13

49. Principles of viral marketing
by Jonah Berger
Stepps
• Social currency
• Triggers
• Emotion
• Public
• Practical value
Monday, August 12, 13

50. Principles of viral marketing
by Jonah Berger
Stepps
• Social currency
• Triggers
• Emotion
• Public
• Practical value
• Stories
Monday, August 12, 13

51. Who is Jonah Berger?
Jonah Berger is the James G. Campbell Assistant
Professor of Marketing at the Wharton School
at the University of Pennsylvania.
He has published dozens of articles in top-tier
academic journals, and popular accounts of his
work have appeared in places like The New York
Times, The Wall Street Journal, The
Washington Post, Science, Harvard Business
Review.
“Google Think insight” Jul 2013: From
Complacent to Contagious
Monday, August 12, 13

52. Social currency
Monday, August 12, 13

53. Make people look good in the
eyes of others
Inner remark ability
Game mechanics
Insider
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54. Will It Blend - Golf Balls video
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55. Will It Blend - Golf Balls video
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56. Monday, August 12, 13

57. Monday, August 12, 13

58. Monday, August 12, 13

59. Flash, member only sales - scarcity &
exclusivity
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60. Triggers
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61. Top of mind - tip of tongue
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62. Mentos National Night Singapore
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63. Mentos National Night Singapore
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64. Mentos National Night Video
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65. Mentos National Night Video
Listened and plugged into social “Trigger
Points”
Monday, August 12, 13

66. Mentos National Night Video
Listened and plugged into social “Trigger
Points”
Singapore National Day
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67. Mentos National Night Video
Listened and plugged into social “Trigger
Points”
Singapore National Day
Singapore Birth Rate
Monday, August 12, 13

68. Mentos National Night Video
Listened and plugged into social “Trigger
Points”
Singapore National Day
Singapore Birth Rate
Other cue like Firework, parade during
the national day, Durian, Ez Link card,
Singapore highway abbreviation
Monday, August 12, 13

69. Mentos National Night Video
Listened and plugged into social “Trigger
Points”
Singapore National Day
Singapore Birth Rate
Other cue like Firework, parade during
the national day, Durian, Ez Link card,
Singapore highway abbreviation
you Tube lyric video
Monday, August 12, 13

70. Effective triggers?
Frequency of the stimulus
Strength of the link
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71. Emotion
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72. Charlie bit my finger - again ! video
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73. Charlie bit my finger - again ! video
Monday, August 12, 13

74. United Breaks Guitars video
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75. United Breaks Guitars video
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76. Parisian Love video
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77. Parisian Love video
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78. High vs low arousal
High arousal Low arousal
Positive
Awe
Excitement
Amusement
(Humor)
Contentment
Negative
Anger
Anxiety
Sadness
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79. Public
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80. Social prof
Monkey see, monkey do
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81. Practical value
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82. Shucking Corn--Clean Ears Every
time videoMonday, August 12, 13

83. Shucking Corn--Clean Ears Every
time videoMonday, August 12, 13

84. Stories
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85. dove evolution
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86. dove evolution
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87. No relevancy between tutu
prankster and goldenpalace.com
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88. The good news is: anyone
could do it!
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89. You would still need paid media support
to let enough people know about it
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90. Monday, August 12, 13

91. Guiding principles
when you engage
in social media
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92. Listen first and never stop
listening
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93. Listen first and never stop
listening
“Seek first to understand, then to be
understood.” Habit 5 of the “7 habits of
highly effective people”
Monday, August 12, 13

94. Listen first and never stop
listening
“Seek first to understand, then to be
understood.” Habit 5 of the “7 habits of
highly effective people”
“Be a good listener. Encourage people to
talk about themselves” Principle 4 of “How
to win friends and influence people”
Monday, August 12, 13

95. Enterprise Listening Systems
Meltwater Buzz: http://www.meltwater.com
Parature: http://www.parature.com/
Radian6: http://www.parature.com/
Sysomos: Sysomos.com
Vocus: vocus.com
Brandtology
Jami Q
Alterian SM2
Monday, August 12, 13

96. Other tools
Google Alerts (Google Alerts and RSS)
Social Bakers
TrackUr
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97. Action items
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98. Action items
Listen to what people are saying about your
brand, your competitors and your industry
in general
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99. Action items
Listen to what people are saying about your
brand, your competitors and your industry
in general
Develop the list of keywords/phrases that
are related to these topics
Monday, August 12, 13

100. Action items
Listen to what people are saying about your
brand, your competitors and your industry
in general
Develop the list of keywords/phrases that
are related to these topics
Try a listening tool or simply start using
Google Search
Monday, August 12, 13

101. Think and Act like your
Customers
Do you like to watch TV commercial during
the movie time?
Do you like to see banners on websites?
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102. Respond quickly to all bad
comments
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103. Respond quickly to all bad
comments
Think twice before deleting a bad comment: Unless the comment
is obscene, politically related, we do NOT delete bad comments
from fan.
Monday, August 12, 13

104. Respond quickly to all bad
comments
Think twice before deleting a bad comment: Unless the comment
is obscene, politically related, we do NOT delete bad comments
from fan.
We have to response to 100% of all of the bad comments
Monday, August 12, 13

105. Respond quickly to all bad
comments
Think twice before deleting a bad comment: Unless the comment
is obscene, politically related, we do NOT delete bad comments
from fan.
We have to response to 100% of all of the bad comments
Always RESPONSE publicly and then take the issue private: by
having fans to email us, call us, get in touch via private message
on Facebook etc... Please note this is to response, not reply.
Monday, August 12, 13

106. Respond quickly to all bad
comments
Think twice before deleting a bad comment: Unless the comment
is obscene, politically related, we do NOT delete bad comments
from fan.
We have to response to 100% of all of the bad comments
Always RESPONSE publicly and then take the issue private: by
having fans to email us, call us, get in touch via private message
on Facebook etc... Please note this is to response, not reply.
Prioritise the response based on online preference if we can't
response to everyone in time. We could check online presence
by the size of their network, their engagement on walls etc...
Monday, August 12, 13

107. Respond quickly to all bad
comments
Think twice before deleting a bad comment: Unless the comment
is obscene, politically related, we do NOT delete bad comments
from fan.
We have to response to 100% of all of the bad comments
Always RESPONSE publicly and then take the issue private: by
having fans to email us, call us, get in touch via private message
on Facebook etc... Please note this is to response, not reply.
Prioritise the response based on online preference if we can't
response to everyone in time. We could check online presence
by the size of their network, their engagement on walls etc...
Consider response with surprise and delight - go the extra
miles to delight the customers with bad comments by providing
something of value.
Monday, August 12, 13

108. Respond to good comments
too
Monday, August 12, 13

109. Respond to good comments
too
What would you do if someone comes to
your store, and thank you?
Monday, August 12, 13

110. Respond to good comments
too
What would you do if someone comes to
your store, and thank you?
Get creative with your thank you according
to your brand personality
Monday, August 12, 13

111. Be authentic & honest
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112. Be authentic & honest
Think less about “putting on a show”, build
a strong brand personality & Tone of voice
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113. Be authentic & honest
Think less about “putting on a show”, build
a strong brand personality & Tone of voice
Develop an authentic voice
Monday, August 12, 13

114. Be authentic & honest
Think less about “putting on a show”, build
a strong brand personality & Tone of voice
Develop an authentic voice
Honesty and Transparency “should” be at
the core
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115. Where should you tell
customers to like you?
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116. Where should you tell
customers to like you?
On your website
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117. Where should you tell
customers to like you?
On your website
On every staff email signature
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118. Where should you tell
customers to like you?
On your website
On every staff email signature
On every business card handed out
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119. Where should you tell
customers to like you?
On your website
On every staff email signature
On every business card handed out
On every brochure printed
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120. Where should you tell
customers to like you?
On your website
On every staff email signature
On every business card handed out
On every brochure printed
On every receipt you hand out
Monday, August 12, 13

121. Where should you tell
customers to like you?
On your website
On every staff email signature
On every business card handed out
On every brochure printed
On every receipt you hand out
On packaging
Monday, August 12, 13

122. Where should you tell
customers to like you?
On your website
On every staff email signature
On every business card handed out
On every brochure printed
On every receipt you hand out
On packaging
On in-location signage
Monday, August 12, 13

123. Facebook fanpage
Management
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124. Overall process
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125. Overall process
Objectives & KPIs
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126. Overall process
Objectives & KPIs
Set up
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127. Overall process
Objectives & KPIs
Set up
What to post? Content Strategy & content
Buckets
Monday, August 12, 13

128. Overall process
Objectives & KPIs
Set up
What to post? Content Strategy & content
Buckets
How to get fans?
Monday, August 12, 13

129. Overall process
Objectives & KPIs
Set up
What to post? Content Strategy & content
Buckets
How to get fans?
Promotions/engagement activities?
Monday, August 12, 13

130. Overall process
Objectives & KPIs
Set up
What to post? Content Strategy & content
Buckets
How to get fans?
Promotions/engagement activities?
How to measure success?
Monday, August 12, 13

131. Process
Create
Share
InteractMeasure
Optimise
Monday, August 12, 13

132. Content strategy
CREATED CURATED
Monday, August 12, 13

133. Content
that fits
with the
brand
Content
that
people like
to engage
with
Monday, August 12, 13

134. Content curation
Monday, August 12, 13

135. Looking at what is already
working on social media
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136. Monday, August 12, 13

137. “Nano targeting” Ad
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138. “Nano targeting” Ad
Imagine the TVC, Print Ads with your friend approval on them?
Monday, August 12, 13

139. “Nano targeting” Ad
Imagine the TVC, Print Ads with your friend approval on them?
“Friends of Connections Ads”:
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140. “Nano targeting” Ad
Imagine the TVC, Print Ads with your friend approval on them?
“Friends of Connections Ads”:
Location
Monday, August 12, 13

141. “Nano targeting” Ad
Imagine the TVC, Print Ads with your friend approval on them?
“Friends of Connections Ads”:
Location
Demographic
Monday, August 12, 13

142. “Nano targeting” Ad
Imagine the TVC, Print Ads with your friend approval on them?
“Friends of Connections Ads”:
Location
Demographic
Likes and interests
Monday, August 12, 13

143. “Nano targeting” Ad
Imagine the TVC, Print Ads with your friend approval on them?
“Friends of Connections Ads”:
Location
Demographic
Likes and interests
Birthday
Monday, August 12, 13

144. “Nano targeting” Ad
Imagine the TVC, Print Ads with your friend approval on them?
“Friends of Connections Ads”:
Location
Demographic
Likes and interests
Birthday
Relationship status
Monday, August 12, 13

145. “Nano targeting” Ad
Imagine the TVC, Print Ads with your friend approval on them?
“Friends of Connections Ads”:
Location
Demographic
Likes and interests
Birthday
Relationship status
Language
Monday, August 12, 13

146. “Nano targeting” Ad
Imagine the TVC, Print Ads with your friend approval on them?
“Friends of Connections Ads”:
Location
Demographic
Likes and interests
Birthday
Relationship status
Language
Education and work
Monday, August 12, 13

147. Measuring success
Monday, August 12, 13

148. Measuring success
Brand Awareness
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149. Measuring success
Brand Awareness
• Number of fans/followers
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150. Measuring success
Brand Awareness
• Number of fans/followers
• Fan growth/month
Monday, August 12, 13

151. Measuring success
Brand Awareness
• Number of fans/followers
• Fan growth/month
• Reach: actual reach & Viral uplift
Monday, August 12, 13

152. Measuring success
Brand Awareness
• Number of fans/followers
• Fan growth/month
• Reach: actual reach & Viral uplift
Engagement: Like, Share, Comment, Fan Post, Fan message to Admin
Monday, August 12, 13

153. Measuring success
Brand Awareness
• Number of fans/followers
• Fan growth/month
• Reach: actual reach & Viral uplift
Engagement: Like, Share, Comment, Fan Post, Fan message to Admin
• How many: Total, ratio (per fan)
Monday, August 12, 13

154. Measuring success
Brand Awareness
• Number of fans/followers
• Fan growth/month
• Reach: actual reach & Viral uplift
Engagement: Like, Share, Comment, Fan Post, Fan message to Admin
• How many: Total, ratio (per fan)
• Share rate, Comment Rate, Like rate
Monday, August 12, 13

155. Measuring success
Brand Awareness
• Number of fans/followers
• Fan growth/month
• Reach: actual reach & Viral uplift
Engagement: Like, Share, Comment, Fan Post, Fan message to Admin
• How many: Total, ratio (per fan)
• Share rate, Comment Rate, Like rate
• Sentiment: positive, negative, neutral
Monday, August 12, 13

156. Measuring success
Brand Awareness
• Number of fans/followers
• Fan growth/month
• Reach: actual reach & Viral uplift
Engagement: Like, Share, Comment, Fan Post, Fan message to Admin
• How many: Total, ratio (per fan)
• Share rate, Comment Rate, Like rate
• Sentiment: positive, negative, neutral
Bottom line:
Monday, August 12, 13

157. Measuring success
Brand Awareness
• Number of fans/followers
• Fan growth/month
• Reach: actual reach & Viral uplift
Engagement: Like, Share, Comment, Fan Post, Fan message to Admin
• How many: Total, ratio (per fan)
• Share rate, Comment Rate, Like rate
• Sentiment: positive, negative, neutral
Bottom line:
• Macro conversion: e commerce sales, multi channel analysis
Monday, August 12, 13

158. Measuring success
Brand Awareness
• Number of fans/followers
• Fan growth/month
• Reach: actual reach & Viral uplift
Engagement: Like, Share, Comment, Fan Post, Fan message to Admin
• How many: Total, ratio (per fan)
• Share rate, Comment Rate, Like rate
• Sentiment: positive, negative, neutral
Bottom line:
• Macro conversion: e commerce sales, multi channel analysis
• Micro conversion: Product enquiry, visits, sign up
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159. Monday, August 12, 13

160. Facebook Edgerank
How long ago was the
content posted?
Does this user interact
with you often?
How interactive are the
engagements with this
post?
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161. Appendix
Monday, August 12, 13

162. Twitter
Best use: Consumer Insight, Customer Service,
Real Time Communication
General update
@Replies
Direct Message
Twitter conversations are typically much more
public
Brand can send message directly to a “follower”
Monday, August 12, 13

163. You Tube
Second biggest Search Engine
Content is more important than quality
Short and Sweet (about up to 90 seconds
video)
Have fun
Monitoring & Answering comments
Monday, August 12, 13

164. Google+
Best use: Drive better search results for
your company
Circles: How content is being shared & with
Whom?
Hangout: up to 10 people
Personalized Search
Monday, August 12, 13

165. Pinterest: Content Curation
at its best
Curate video, images, slideshares etc...
Pin boards
Followers & Following
Examples: Go behind the scene, Humanize
the brand, crowdsourcing.
Monday, August 12, 13

166. Instagram
Best use: bringing your brand to life
through photos. Social networking through
your phone
Sharing on the go
Monday, August 12, 13

167. Linkedin
Best use: Recruitment, Retention, Industry
collaboration, B2B Business Development
Monday, August 12, 13

168. Reference
Monday, August 12, 13

169. Reference
“Made to stick” by Chip Health & Dan Health
“Contagious: Why Things Catch on” by Jonah
Berger
“Likeable Social media” by Dave Kerpen
Monday, August 12, 13