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Mekanism: engineering viral marketing

GROUP NO: 5
SAUMYA GUPTA 15PGP107
MRIDUL KATIYAR 15PGP125
DHRUV SAPRA 15PGP130
ADITYA PRATAP 15PGP146
PRABHAT 15PGP152
HIMANSHI 15PGP158
Introduction

Huge success of viral marketing due to its cost effectiveness and wider reach.
Mekanism, an initially hybrid model, focussed entirely on just one service ,i.e. viral marketing.
Reduction in billing and new customers in 2010, even after huge profits in early years.
Increasing demand of customers for other promotional tools.
Whether to become full service ad agency ?
Better relationship with clients
More opportunities due to other traditional media.
Or, be the niche creative shop and focus on the signal service.
Decision affected by factors such as type of clients served.
Company History

Founded in 2000, as a hybrid format of a creative and distribution company leveraging the
combination of traditional and emerging media.
Slow initial progress due to limited exposure of the online media.
2nd half of the decade : shift in the attitude of big brands towards digital marketing.
Positioning of Mekanism as one stop digital shop
Creative, strategy, production, promotion, an distribution of campaigns involving digital contents
for social media.
Client companies prefer consolidated agencies.
Division of work amongst traditional agencies and digital specialist agencies, leading to high
turnaround time, difficulty in relationship management, high overhead cost and less cohesive ads.
YOY growth of 32% over 2007 to 2010, rising margin of 23% of net revenue. (Ref. Table A)
Online Video Ads-Trends

Consumers started tuning out TV ads-DVRs in 1999


38% used DVRs to skip past Ads by 2010
2011-Increased popularity of online video streaming(85% of Internet Traffic & 91% reach)
Purchase of ad space led to target ads to audience- huge cost saving per impression
Viral Video Advertising- unpaid exposure, user generated buzz, quick, wide reach, high consumer
engagement, generate favourable opinions, interaction
Engineering Virality

Cons of Viral Marketing


Low success rate(3% get more than 25000 views)
Difficult to predict viral videos
Viral was not a quality marketers have power to bestow
Mekanism can systematically make successful viral campaigns
Created 10 most viewed videos on Youtube!
Features of Engineer Virality- unique storytelling focus, management of
digital platforms, build a network of high- profile digital influencers
Storytelling for Emerging Media

Going beyond pushing a message or stating product information


Focus on entertaining, engaging and offering value to the audience
Create a positive emotional associations with the brand and a desire to share the stories
Catering to the audience by targeting their needs
Platform Management

More to engineering virality than developing a story for a brand and the target audience

three pronged strategy to jump start the


viral spread of a video
Use of owned
Use of traditional
Targeting high- spaces in social
paid media
profile digital media
keeping the
influencers with (Facebook
advertisers
large following pages, YouTube
budget in mind
channels, etc.)
Contd.

Setting-up a central hub for easy access of content for the target audience
Facebook as the central hub of information
Using YouTube and campaign websites also has central hubs
Influencer Networks

Targeting influencers with large online following which is a unique


characteristic of Mekanism
Employment of syndication strategy
Seeding a campaigns content on a variety of blogs and other sites that could
post it for its visitors to see
5 step digital influencer strategy

Monitoring online influencers to create a pool


Identify Selecting influencers from this pool according to the campaign

Initially, building a friendly relationship with these influencers


Engage Provide information about the campaign to the influencers

Exclusive information about the campaign


Value Exchange Made to feel special through various perks
Financial compensations in some cases

Varied role of influencer


Distribute Message Provide commentary or just post links in their blogs
Influencers are encouraged to be honest and genuine

Making dynamic changes in the campaign by tracking and analyzing the effect of
Optimize influencers
Determine the effect of influencers to improve in the future
Measuring Success

Campaigns success was important to measure because it serves two purposes:


In order to meet clients goals
And to meet companies internal goals
What companies prefer:
Client company:
Total reach of the campaign in terms of views and website hit.
Total size of online community
Mekanism:
To focus on the goal stated in the mission, i.e. to inspire measurable brand loyalty.
Reach:
Metrics Total visits to the site
Total number of unique visitors
To satisfy both sides help was
Number of Facebook fans or likes or follower on twitter
taken from the third party in
analytical services and tracking And for measuring two different campaigns they use to run
the data. and compare them in the same time.
They used to track the whole Engagement:
campaign from start to the end Score was calculated on the basis of the average % of the
using various metrics. videos viewed
It helps in adjusting and Total completed views and
improving upon the campaign
while its still in progress. Repeated views
For consumer engagement analysis: average time spent on
site, repeat visits, participation in interactive elements
Metrics (Cont.)

Buzz and mentions:


Comment on content
Number of shares
Any other attention received from unpaid media such as press coverage, blog mentions, popular sites
you tube honors etc.
Brand sentiments:
Also examined content and brand related chatter,
Calculation was done on the basis of positive vs negative comments or editorials reviews
To be or not to be an agency?

SHOULD MECHANISM KEEP FOCUSING ON PRODUCING VIRAL MARKETING ONLY, OR


DIVERSIFYING INTO PRODUCING AND DISTRIBUTING OTHER AD CONTENT,
BECOMING A FULL SERVICE AD AGENCY.
Thank You