New Product Marketing: BUZZ Marketing (usual social media effectively)

Bryan Cassady Guest Professor, Bryan@fast-bridge.com
KU Leuven Master Class: New Product Marketing
BONUS LECTURE: VIRAL MARKETING
A great idea/ great advertising is NEVER enough…
To infinity and beyond
with BUZZ marketing

About this course
It is a sad fact that most new businesses, products and service fail. Some
estimate the failure rate is as high as 90%. This course is about why products
fail and what you can do to increase your odds of success.
This lecture is a part of series of 12 lectures. In my classes I use a lot of
videos. If you’d like to see the presentations with videos, go to:
http://www.fast-bridge.net/resources/new-product-marketing/
I hope in the pages that follow you will find new ideas and inspiration… If
you’d like to download the whole class go to:
http://www.slideshare.net/bryancassady2/2009-course-new-product-
management-by-bryan-cassady
If you have ideas on ways to improve this course or would like help with your
new products, I’d love to here from you…
Bryan Cassady
bryan@fast-bridge.com
+32-475-860-757

It is about
people
It is about
marketing
Cool math
& Methods

The website 8%
Advertisement 15%
Newspaper/Magazine recommended it 22%
A friend recommended it 76%
Television 21%
Newspaper/Magazine 26%
Info services (e.g. Consumer Reports) 35%
Another consumer 67%

http://www.themasterstrophy.com/www/index.php?
id=d9dd8941d4a308467baf4130311f28a2
http://en.tackfilm.se/?id=1268739536456RA94

Cause Effect
Biology Virus Disease
Marketing Value Proposition Sales
Spread the Word

Trivial Pursuit In search of Excellence

Results A B
Tipping Point

S imple
U nexpected
C oncrete
C redible
E motional
S tory Based

Note: A great book The Cluetrain manifesto

Why do you think these
campaigns worked ?

0
2
4
6
8
10
12
14
16
18
0 20 40 60 80
AverUsageDaysperVisitor
Reach (%)
Note: Size of bubble represents Total Time Spent per Month
Google.com
MSN.com
Yahoo.com
Facebook
AOL.com
YouTube
Ask.com
Myspace
AIM.com
FlickR
CNN.com Ebay.com
Source: ComScore USA, Dec 2008

0
2
4
6
8
10
12
14
16
18
0 20 40 60 80
Reach (%)
Google.comMSN.com
Yahoo.com
Facebook
AOL.com
YouTubeAsk.com
Myspace
AIM.com
FlickR
CNN.com
Ebay.com
Source: ComScore USA, Dec 2008

0
2
4
6
8
10
12
14
16
18
0 20 40 60 80
Reach (%)
Google.comMSN.com
Yahoo.com
Facebook
AOL.com
YouTubeAsk.com
Myspace
AIM.com
FlickR
CNN.com
Ebay.com
Source: ComScore USA, Feb 2009

0
2
4
6
8
10
12
14
16
18
0 20 40 60 80
Reach (%)
Google.comMSN.com
Yahoo.com
Facebook
AOL.com
YouTube
Ask.com
Myspace
AIM.com
FlickR
CNN.com
Ebay.com
Source: ComScore USA, March 2009

0
2
4
6
8
10
12
14
16
18
0 20 40 60 80
Reach (%)
Source: ComScore USA, April 2009
Google.com
Yahoo.com
MSN.com
YouTube
AOL.com
Facebook
Myspace
Ebay.comAsk.com
CNN.com
AIM.com
FlickR

0
2
4
6
8
10
12
14
16
18
0 20 40 60 80
Reach (%)
Source: ComScore USA, June 2009
Google.com
Yahoo.com
MSN.com
YouTube
AOL.com
Facebook
Myspace
Ebay.com
Ask.com
CNN.com
Bing.com
Twitter

0
2
4
6
8
10
12
14
16
18
0 20 40 60 80
Reach (%)
Source: ComScore USA, July 2009
Google.com
Yahoo.com
MSN.com
YouTube
AOL.com
Facebook
Myspace
Ebay.com
Ask.com
CNN.com
Bing.com
Twitter

Social Bookmarks
flickrPodcasts
Virtual works Wikis
facebookMicro blogs
Youtube
Google talk RSS
Message board
Widgets

>100,000,000
videos
(65,000 new videos/day)

73%
of active online
users have read
blog

45% have started their own blog

57%
have joined
a social
network

5,000,000,000
The number of minutes
spent on Facebook
each day.

The old communication
model was a
monologue

Only 18% of TV
ad campaigns
generates positive ROI

90%
of people who can
skip TV ads, do.

The average person id exposed to
3000 advertising messages/day

“Content is the new democracy and we the
people, are ensuring that our voices
are heard.”

34% Pose opinions about
products & brands
on their blog

trust blogger’s
opinions on
products &
services
32%

%Everdone
90%
70%
60%
50%
40%
30%
20%
10%
0%
80%
Wave 1 sep 06 Wave 2 june 07 Wave 3 march 08
Read blogs/weblogs
Start my own blogs/weblogs
Leave a comment on a new
site
Watch video clips online
Download a podcast (pre-
recorded radio audio show)
Create a profile on a social
network
Subscribe to an RSS feed

By 2010,
Millenials/Gen Y-ers
will outnumber Baby
boomers

They already wield
$350 BILLION/
year in direct
spending power

Acquaintance
s, 51%
Online
Friends,
38%
Close Friends,
11%
They have an average of
53 online friends

Immerse yourself in the conversations.
(any or all of the above are a good place to start!)

Messages are not conversations.

A campaign to focus on the benefit
This contest was set up by 18procent.be
Using this site and shopping smarter the average consumer could save 2138 euro
per year. The represent 18% of the average family’s fixed costs.
We wanted to show what cool things consumers could do with this money

Example

Linked to

Invites Sensitivity Targets 150,000
% that participate 1 4.0% 0.04
T0 T+1 T+2
Starting participants [Part] 6,000 [Part 2] 3,750 2,344
Viral impact
Passive views 50 50 50
Participation 1 0.5% 0.5% 0.5% 0.5%
New Participants [A] 0.25 0.25 0.25
Invites 5.0 5 5 5
Participation 1 7.5% 7.5% 7.5% 7.5%
New Participants [B] 0.38 0.38 0.38
Sub-total [A] + [B] 0.63 0.63 0.63
Viral Participants [Part] * [A +
B]
3,750 2,344 1,465
Total Participants 9,750 12,094 13,559

T0 T+1 T+2 T+3 T+4 T+5 T+6 T+7 T+8 T+9 T+10
Starting participants 6,000 3,750 2,344 1,465 916 572 358 224 140 87 55
Viral impact
Passive views 50 50 50 50 50 50 50 50 50 50 50
Participation 1 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5%
New Participants 0.25 0.25 0.25 0.25 0.25 0.25 0.25 0.25 0.25 0.25 0.25
Invites 5.0 5 5 5 5 5 5 5 5 5 5 5
Participation 1 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5%
Sub-total 0.63 0.63 0.63 0.63 0.63 0.63 0.63 0.63 0.63 0.63 0.63
Viral Participants 3,750 2,344 1,465 916 572 358 224 140 87 55 34
Total Participants 9,750 12,094 13,559 14,474 15,046 15,404 15,627 15,767 15,854 15,909 15,943
Participation Rates vs. Target
15,943 0.5 0.6 0.7 0.8 0.9 1 1.1 1.2 1.3 1.4 1.5
Num of
Invites
1 3,582 4,472 5,437 6,486 7,633 8,889 10,272 11,803 13,506 15,412 17,558
2 3,750 4,737 5,833 7,059 8,437 10,000 11,785 13,844 16,244 19,073 22,451
3 3,934 5,035 6,292 7,742 9,432 11,427 13,816 16,724 20,329 24,887 30,769
4 4,138 5,373 6,829 8,571 10,691 13,323 16,669 21,032 26,880 34,935 46,316
5 4,364 5,760 7,466 9,598 12,330 15,943 20,885 27,888 38,157 53,665 77,623
6 4,615 6,207 8,234 10,899 14,538 19,723 27,449 39,447 58,719 90,419 143,254
7 4,898 6,728 9,174 12,591 17,615 25,415 38,153 59,802 97,559 164,214 281,984
8 5,217 7,345 10,350 14,853 22,056 34,310 56,210 96,567 171,894 312,314 571,266
9 5,581 8,083 11,850 17,964 28,666 48,610 87,286 163,535 313,601 604,949 1,159,180
10 5,999 8,980 13,806 22,351 38,749 72,000 141,136 284,980 579,750 1,169,572 2,317,434
11 6,483 10,088 16,410 28,674 54,385 110,542 234,166 502,416 1,069,255 2,229,450 4,526,114
12 7,050 11,478 19,943 37,940 78,851 174,010 393,295 884,906 1,948,433 4,163,186 8,604,935
13 7,720 13,247 24,815 51,668 117,225 277,843 661,674 1,544,387 3,489,185 7,594,014 15,910,823
14 8,523 15,534 31,618 72,124 177,249 445,962 1,106,948 2,657,932 6,124,704 13,520,513 28,627,969
15 9,493 18,526 41,201 102,645 270,537 714,722 1,832,965 4,499,442 10,529,028 23,503,828 50,184,287

T0 T+1 T+2 T+3 T+4 T+5 T+6 T+7 T+8 T+9 T+10
Starting participants 6,000 3,750 2,344 1,465 916 572 358 224 140 87 55
Viral impact
Passive views 50 50 50 50 50 50 50 50 50 50 50
Participation 1 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5%
Invites 5.0 5 5 5 5 5 5 5 5 5 5 5
Participation 1 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5%
Sub-total 0.63 0.63 0.63 0.63 0.63 0.63 0.63 0.63 0.63 0.63 0.63
Viral Participants 3,750 2,344 1,465 916 572 358 224 140 87 55 34
Total Participants 9,750 12,094 13,559 14,474 15,046 15,404 15,627 15,767 15,854 15,909 15,943
Participation Rates vs. Target
14,544 0.5 0.6 0.7 0.8 0.9 1 1.1 1.2 1.3 1.4 1.5
Num of
Invites
1 3,699 4,606 5,570 6,589 7,664 8,795 9,982 11,225 12,524 13,879 15,289
2 3,952 4,970 6,065 7,236 8,484 9,807 11,206 12,682 14,234 15,862 17,566
3 4,262 5,417 6,673 8,030 9,488 11,047 12,707 14,468 16,330 18,292 20,356
4 4,648 5,973 7,430 9,018 10,739 12,591 14,575 16,691 18,939 21,318 23,830
5 5,136 6,676 8,387 10,268 12,321 14,544 16,939 19,504 22,240 25,147 28,225
6 5,765 7,582 9,619 11,878 14,359 17,060 19,983 23,126 26,491 30,077 33,885
7 6,590 8,769 11,236 13,989 17,030 20,359 23,974 27,876 32,066 36,543 41,307
8 7,691 10,355 13,394 16,808 20,598 24,763 29,303 34,218 39,509 45,175 51,216
9 9,186 12,508 16,325 20,637 25,443 30,745 36,541 42,832 49,618 56,899 64,675
10 11,249 15,479 20,369 25,919 32,128 38,998 46,527 54,717 63,566 73,076 83,245
11 14,134 19,633 26,023 33,303 41,475 50,536 60,489 71,333 83,067 95,691 109,207
12 18,209 25,502 34,011 43,736 54,679 66,838 80,214 94,807 110,616 127,642 145,885
13 24,010 33,855 45,380 58,586 73,473 90,041 108,289 128,219 149,829 173,120 198,092
14 32,304 45,798 61,636 79,818 100,345 123,216 148,431 175,991 205,895 238,143 272,736
15 44,184 62,905 84,920 110,231 138,836 170,735 205,930 244,419 286,203 331,281 379,654

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