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Viral Marketing on Facebook for a new open innovation platform

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Saoussan Ben Douissa

on 15 December 2017

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Transcript of Viral Marketing on Facebook for a new open innovation platform

Viral Marketing on for a new open innovation platform

Innosabi’s vision
Every company’s marketing department dreams of this viral spread of its ideas
(Rayport 1996)
Viral marketing happens increasingly
and much more effectively in places
where people meet online.

So company have much to learn
about online marketing !

Seting guidelines for those trying to conceptualize and implement viral marketing campaigns in social networks through crowdsourcing.

Research questions
How the careful analysis of customer needs and behavior contributed to the invention of the open innovation platform “unserAller” ?
How compaines run virtual campaigns in social networks and collaboratively develop new products with costumers ?
Case study Research
Phase 1 : undrestand !
Untargeted qualitative survey in Mechanical Turk.
Phase 2 : Transfer
Quantitative survey in target group in student forums

Phase 3 : Test
Field experiment in Facebook
Phase 4 :
Product development
Test project with Facebook application

Study one : qualitative survey on the nature of social networks
Study two : quantitative Survey on usage behavior on social networks
Case Study 3 : Field Experiment on Facebook
Case study 4: Key project on the unserAller Facebook application
Process and standarization

Written by :
Catharina van Delden and Nancy Wünderlich
Published by :
The MIT Press - 2013

Presented by :
Ahmed Hammouda Saoussan Ben Douissa
Viral Marketing on Facebook for a New Open Innovation Platform
in Leading Open Innovation
(Godes and Mayzlin, 2004 ; Srinvasan, 2002;
Trusov et al., 2009)

Marking good use of social
Co-creation with consumers.

How innosabi successfully
implemented results of research in
advertising acceptance by virtual
community members ?
n = 51
Nationality : 72,5% US - others
Age : 55% [20 - 29] years old
11.7% [30 - 39]
15,6% [40-49]

People use
social networks
as a very private space where they interact with friends, relatives, and acquaintances. By extension, it might be assumed that they may be reluclant
to interact with companies or their product
14 social networks were mentionned,
Facebook being the one used the most by far.
Facebook was identified as the best-known and most used social networking site used for the unserAller’s target group.
UnserAller’s could provide a good alternative to current advertising models for innosabi’s clients.

Different Facebook advertising forms to find an effective way of engaging this group
testing the results gained from studies 1 and 2 in a filed experiment as measuring the reactions
Facebook was only used as a blog-like site where friends and family of the founders were informed about the progress of unserAller.
4 campaigns were shown to male and female German members of Facebook in the age range of [18-35] years, estimated reach of 5,186,720 million people.
The texts of the Facebook ad-campaigns

Can you do it better?
Power for consumers!
Three Hypotheses
Referring a Facebook advertising campaign to more than one central motivation for using a social networking site
(campaign 1 and 4)
would lead to a higher click through rate and lower cost per click and per fan than just referring to a single motivation for using social networking site
(campaign 2 and 3)

Referring a Facebook advertising campaign to the central motivation for using a social networking site would lead to a higher click through rate and lower cost per click and per fan.
Different Facebook advertising campaigns
would lead to different results in terms of
click-through rate and cost per fan/cost per click.

UnserAller Platform
How is it Build from the inside?!
Lower user's inhibition threshold
Users are incentivized for activity as well as the quality of their inputs based on a peer-to-peer rating
Similar to Facebook's design
Increase the fun of participation
What will the label of the new mustard look like?
What kind of ingredients should the mustard dip contain?
With what kind of food will you eat the new mustard?
Mari-Senf crowdsourcing mustard production
for diping vegetables, fruits, and crackers
Mango-Curry, Plum-Cassis, Wasabi
Sketches showing stripes and fruits on a see-through label
Shipment of user innovation toolkit
(raw ingredients, downloadable patterns)
Their aim
was to increase their knowledge of consumer needs and wants bring three new mustard products as line extensions and increase awareness of their Mari Brand !
Sells on Mari-Senf Stores
Sells on unserAller online store
The community-created products attracted nonparticipants as well.
Literatture Review
Limitations, Future research
and managerial implication

* Run several campaigns using a low percentage of their total social media budget and the rest should be allocated to the most promising campaign.
* Pay attention to users’ communication habits.

Advertisement campaigns in social networks are only viral to a limited extent due to their
“official” character
lack of personal recommandation.
After the success of the mustard product, innosabi used the unserAller platform to develop more products. These include

bubble bath, a salad dressing, a shower gel, a healthy snack, and summer accessories
Litterature Review
According to a Nielsen Report (2009),
The global media and advertising industries are faced with new challenges around
the opportunities and risks this new consumer medium creates.
Consumers are growing tired of traditional advertising and marketing campaigns

(Phil-lips and Noble, 2007)
people equivalent to
target group, among
people interviewed.

spend at least 1 hour each week
in social networks.

more than an hour per day.
started with 1500 participants
11000 Facebook users by wall posts (25.4%) without ads and media spending but solely via viral recommendations
and usage
"motivations" and "activities"
demographic questions
Together you are strong
Lead user
Full transcript