Viral Marketing: How to Generate and Measure Leads

50 %
50 %
Information about Viral Marketing: How to Generate and Measure Leads
Business & Mgmt

Published on January 5, 2009

Author: ponealmickelson

Source: slideshare.net

Description

Can B2B videos go viral too? This case study shows they can. The B2B viral video campaign NetQoS ran earlier in 2007 is a case study in how to package relevant and compelling content and get the word out to the right audience using Social Media.Pam O'Neal (www.buzzstream.com/blog) presented this case study at the Marketing Sherpa B2B Summit in 2007.

Viral Videos: How to Generate & Measure New Leads Pam O'Neal Mickelson , Senior Director of Marketing Communications NetQoS Inc. Monday, October 29, 2007

Anatomy of a B2B Viral Campaign Goals: Brand awareness/perception Network engineers in Global 4000 Build visibility in Network Operations Center Demand generation Test “low cost” new media vs. traditional Reach marketing-averse audience Objectives:  Go viral in 2007 Break into Blogosphere Web Traffic - 10%+ increase 500+ viral leads © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Goals:

Brand awareness/perception

Network engineers in Global 4000

Build visibility in Network Operations Center

Demand generation

Test “low cost” new media vs. traditional

Reach marketing-averse audience

Objectives: 

Go viral in 2007

Break into Blogosphere

Web Traffic - 10%+ increase

500+ viral leads

The NetQoS ® Hot Zone Titles: Network engineers NOC staff Demographics: Male Between 25-45 Behavior: 80% worldwide read blogs 1 Active online – gaming/Slashdot/ Psychographics : Cynical Smart Do not like to be “marketed to” 1 Source: KnowledgeStorm and Universal McCann 2 Source: Marketing Sherpa 2007 Survey of IT Buyers © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Titles:

Network engineers

NOC staff

Demographics:

Male

Between 25-45

Behavior:

80% worldwide read blogs 1

Active online – gaming/Slashdot/

Psychographics :

Cynical

Smart

Do not like to be “marketed to”

1 Source: KnowledgeStorm and Universal McCann 2 Source: Marketing Sherpa 2007 Survey of IT Buyers

Strategy and Tactics Strategy: Viral campaign Tactics: Netcosm – Real world network performance data Relevant and fun Subtle branding SEO/SEM Seeding Conversion strategy Sales follow-up Timeframe: 30 days Budget: $10,000 © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Strategy: Viral campaign

Tactics:

Netcosm – Real world network performance data

Relevant and fun

Subtle branding

SEO/SEM

Seeding

Conversion strategy

Sales follow-up

Timeframe: 30 days

Budget: $10,000

Netcosm Viral Gallery © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Netcosm Viral Gallery © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you. Offer

Netcosm Viral Gallery © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

NetQoS Viral Launch Timeline © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Tracking the Results © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you. Google Analytics/Google Alerts Salesforce.com Dashboard Eloqua Clickstream analysis BLOG NETCOSM PRODUCT EVAL REQ

Google Analytics/Google Alerts

Salesforce.com Dashboard

Eloqua Clickstream analysis

Results of Netcosm Campaign © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you. Brand Exposure 66,000+ YouTube views/12 Honors 70+ blogs - TechCrunch.com, Wired.com Front page of Digg, Reddit, Fark , etc. Search Networking/Network World Blog Readership 10,400 unique visitors in April Geeks are Sexy editorial staff Web Traffic - + 43%

Brand Exposure

66,000+ YouTube views/12 Honors

70+ blogs - TechCrunch.com, Wired.com

Front page of Digg, Reddit, Fark , etc.

Search Networking/Network World

Blog Readership

10,400 unique visitors in April

Geeks are Sexy editorial staff

Web Traffic - + 43%

Weighted Market Exposure © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you. 41% Increase

Netcosm Traffic Conversion © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

New Leads: New Media vs. Retro © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you. NetQoS Pipeline: 143:72:8:2:1 (50% qualified) Viral Pipeline: 1976:398:18:11:? (20% qualified) Total Cost: $6500 Projected ROI: 6330% Cost per qualified lead: $16

NetQoS Pipeline: 143:72:8:2:1 (50% qualified)

Viral Pipeline: 1976:398:18:11:? (20% qualified)

Total Cost: $6500

Projected ROI: 6330%

Cost per qualified lead: $16

Lesson Learned No need for a large budget Not a matter of luck Be relevant Don’t take yourself too seriously Map each step Leverage social media Effective for B2B Design with a conversion strategy in mind Anticipate entry points – embed tracking It’s not over when it’s over © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

No need for a large budget

Not a matter of luck

Be relevant

Don’t take yourself too seriously

Map each step

Leverage social media

Effective for B2B

Design with a conversion strategy in mind

Anticipate entry points – embed tracking

It’s not over when it’s over

Credits/Thank You NetQoS Marketing Team Dr. Mike Johns PorterNovelli – PR/Blogger Relations – www.pn.com Eloqua – Marketing Automation - www.eloqua.com Contact: Pam O’Neal [email_address] Twitter: poneal 512-656-8308 My Blog: www.theb2blead.com © 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

NetQoS Marketing Team

Dr. Mike Johns

PorterNovelli – PR/Blogger Relations – www.pn.com

Eloqua – Marketing Automation - www.eloqua.com

Contact:

Pam O’Neal

[email_address]

Twitter: poneal

512-656-8308

My Blog: www.theb2blead.com

Add a comment

Related presentations

Related pages

10 Ways to Quickly Generate Leads - Entrepreneur - Start ...

Here are a few tactics that will help companies generate leads ... Marketing Bootcamp Companies ... you can get the ball rolling on making it go viral by ...
Read more

Viral Marketing News - Digital Marketing with Proven ...

Viral Marketing; Advertising; Referrals ... for each piece of content to measure your ... You MUST have a reliable lead generation system that generates a ...
Read more

Lead Generation: What Do You Measure? - Marketing ...

Lead Generation: What Do You Measure? ... In several companies marketing passes a lead to sales and never hears about it again.
Read more

Social Media Marketing: Generating Leads and Measuring ROI

Social Media Marketing: Generating Leads and ... to generate and measure leads from social ... B2B marketing strategy is to generate leads.
Read more

Blogging, Podcasting, Speaking Gigs & Book Authorship: How ...

Blogging, Podcasting, Speaking Gigs & Book Authorship: How to Generate Leads and Measure ... Co-Marketing Viral – if you can Measure Results:
Read more

63 Lead Generation Strategies - Marketing Wizdom

63 Lead Generation Strategies. Lead Generation and Customer Acquisition Strategies. ... generate sales leads; ... Viral Marketing;
Read more

How to Use Viral Marketing Strategies to Generate New ...

However viral marketing is not easy and you not only ... How to Use Viral Marketing Strategies to Generate New ... Driving More B2B Leads with Customer ...
Read more

Best Practices for Marketing Managers - Salesforce.com ...

Best Practices for Marketing Managers. ... But traditional marketing efforts to generate leads have ... Many successful companies measure marketing based ...
Read more

A Beginner's Guide to Lead Conversion with Social Media

A Beginner’s Guide to Lead Conversion with Social Media. ... to generate leads with ... measure the results of your social lead gen efforts ...
Read more