February 19, 2013 Michael Bickerton
I’ve been following work of a company eROI. They’ve been working the digital sphere since the early days. eROI had some very early successes and published a lot of material. One of those Case Studies (or white papers) was a Viral Marketing Case Study on a Kettle Foods Program.
Funny enough, I’ve got a printed version from 2005 that I have been unable to find online since. If anyone reading this finds a LINK where I could download it, I would appreciate it. When and if I do find it, you’ll find it on the following LINK.
eROI Viral Marketing Case Study Kettle Foods – 2005
The reason for sharing this is FIVE fold. OK, it’s a bit of a Raven5 push (case there are six points, but the last point is Reporting and Analytics and I think that is a result, not a step). Oh, and before we get too far, I want to be clear, 100% clear, that we don’t believe for a moment that anyone (us included) can create a Viral Campaign. In fact, we advise all clients that they should remove Viral from the discussion. Yet, still they happen, as recently evidenced by 1.3 Billion views of PSY Gangnam Style Video, so if and when lightening strikes, we’ll all make a career of the result.
The fact is that much of how we deliver our programs today are based on the early Strategies of eROI. So, here we go with the BIG FIVE.
1) Strategy – you need a plan and a program (that’s where we come in)
2) Email List – in order to expand your reach, you need a strong foundation as a starting place
3) Creative – as they say, it’s all about the creative (naturally, we have a plan)
4) Management – monitor and be prepared to make changes if the evidence warrants it
5) Track and Measure – watch and learn, watch and learn
Today these are pretty standard and a good digital agency will ensure that your programs are managed this way. If you need some assistance, we have a program available exclusively to our our clients. Socialmc2 uses email to valid current optins, build your email list, increase your facebook LIKES, build your Twitter Followers. Additionally, Socialmc2 will gather data, allow you to download a coupon and drive your visitors to any LINK or location you chose. It’s not Viral, but it’s a solid offering to your clients and customers and provides fantastic reach and social currency for you, your company, your client and your brand.
Viral, I don’t think so, solid digital marketing, now we’re talking.
Michael Bickerton, Raven5 Ltd, Oakville & Toronto, Ontario Canada, February 2013