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Copy of Mekanism: Engineering Viral Marketing

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Martin Nguyen

on 6 April 2014

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Transcript of Copy of Mekanism: Engineering Viral Marketing

The History of Mekanism
Online Video Advertising
Why Mekanism Measures Their Success

Measuring Success
Storytelling for Emerging Media
Mekanism: Engineering Viral Marketing
Platform Management

Influencer Networks
Digital Influencer Strategy
To Be or Not to Be an Agency?
Mekanism implemented a strategy of using online personalities to represent their client brands
Sought out digital influencers to spread viral marketing campaigns
Goal was to facilitate the spread of a campaign to make sure it reached the right people
Their digital influencer strategy has five steps: Identify, Engage, Value exchange, Distribute Message, and Optimize
Monitor online influencers like celebrities, YouTube directors, bloggers, as well as Facebook and Twitter users
Select relevant influencer(s) for each campaign based on target audience:
Influencer must be relevant, relatable, and respected by target market
Must have "brand friendliness"
Ability to incite action
Have a large reach
"Right balance of relevance and reach"

Mekanism assigns a digital specialist to build a friendly relationship with each influencer
First, the digital specialist studies the influencer's work and style
Then, they tell the influencer about the campaign and the unique contribution that they can add to it
Value Exchange
Influencer is given personal attention
Given exclusive content about the campaign they represent to share with their followers
Invited to "influencer summits"
Some given face time with celebrities or executives associated with the brand
Some given financial compensation
Goal is to make influencers feel like valued members of the campaign
Distribute Message
An influencer's job is to help spread the brand's message
This may be done in different ways
Can present brand-related content on their blog/video/page
Can mention, review, or post a link to campaign content
Ultimately, Mekanism grants their influencers a great deal of creative control in determining how they will represent the brand
Once an influencer begins their promotion of the brand, Mekanism implements tracking and analytics to measure their efforts
number of views
amount of traffic
consumer comments and interaction
Use these results to make short-term and long-term adjustments
See which influencers have the greatest impact
Helps determine which influencers to use for future campaigns
Example: Demetri Martin for Windows Vista
Example: Demetri Martin for Windows Vista
In 2006, Windows wanted a campaign that would "foster a younger, more low-key image"
Chose comedian Demetri Martin to promote Windows Vista through a series of funny online videos, a Comedy Central special, and a comedy tour sponsored by Microsoft
Campaign was a success
Demetri, along with other influencers for the brand, accounted for 1/4 of the campaign's 4 million views
Mekanism's mission: "to inspire measurable brand loyalty that would last beyond a campaign's end"
Mekanism measured their campaign's successes to prove their success to their clients, as well as to ensure they were meeting their own internal goals
Focused on maximizing engagement time with brands
Monitored a campaign's success from start to finish through different metrics that measured success, as well as show Mekanism what needed to be done in order to improve the campaign in progress
Used measures to gauge a campaign's influence, or reach:
Kept track of total visits to custom websites
Recorded the of number of views of videos
Tracked number of Facebook "likes" and followers on Twitter
Compared these numbers of a campaign to those of competing campaigns in the same period in order to measure reach success
Mekanism tracked consumer engagement in campaigns
For videos, used an "engagement score" based on:
percentage of the video viewed
total completed views
percentage of repeat views
For websites, tracked engagement by:
average time spent on website
number of repeat visits
average percentage of content viewed by each visitor
amount of participation in interactive elements on the site
Buzz and Mentions
Recorded the spread of "word of mouth"
Number of shares on Facebook, Twitter, etc.
Comments on brand content
Press coverage
Blog mentions
Mentions of the brand on popular websites
Awards received (i.e. YouTube Honors)
Exhibit 8: Summary of sentiment report
Brand Sentiment
Mekanism analyzed how the brand was being perceived
Measured "brand sentiment" based on the percentage of positive versus negative feedback of the brand in comments or editorial reviews
Helped Mekanism and its clients determine if the brand's message was being understood effectively by consumers
Should Mekanism keep focusing on
producing viral marketing only, or
diversify into producing and distributing
other ad content, becoming a full-service
ad agency?
In 2010, Mekanism surveyed 38 of its clients to see how effective they thought viral marketing was
Survey found that:
"...viral social media was critical to clients, yet was still being used experimentally to get consumers to build relationships with the brand"
Showed Mekanism that they need to prove to their clients that viral marketing creates significant value to a campaign
Measuring Client Satisfaction
Exhibit 9
Summary of survey with Mekanism’s clients (n=38)
Why do you or your company use digital media as part of a marketing campaign? Select all that apply.
What is Mekanism’s secret source for “engineering virality”? How can they leverage this for growth?
2005, reaching young audiences
-off beat ways went viral
-awards from Napster and Sega

2008, campaigns for:
-Microsoft, Nike, Axe, Frito-Lay, Nordstrom, Google
-Pepsi-Lipton Super Bowl ad
(#1 ad on Youtube for the day)

2009, many new clients signed on
-68% growth in billings

2010, rate slowed down
-10% growth
-specialized production shop to full-service ad agency

Founded in 2000 by Tommy Means

Internet as great potential storytelling medium
-decided to concentrate here
-spread by word of mouth

San Francisco-based creative agency

Specializes in innovative marketing campaigns
-initially aimed for small advertisers

Commercials and branded entertainment
-high profiled multinational companies

2003, independent fully integrated creative production studio
-content outside of traditional TV commerical

Objective: "To place the Web at the center of all advertising"
-cheaper, faster, and more effective
Advertisers asked for development of promotional tools
-happened after Super Bowl

Mekanism lacked wide range of services
-could not fully manage an advertiser's account
-working for ad agencies not ideal

Full-Service agency
-closer relationship
-more opportunities

Remain a niche
-focus on current success
-fend off competition

Four years before Facebook

Five years before Youtube

Six years before Twitter

Tommy sensed big changes
-TV Ads:
*shrinking budgets
*limited 30 seconds
*space between breaks

Emerging idea to Solution
-User created sites began to appear
-concept videos for advertising no apparent

Agencies with tech skills and experience
-large ad agencies lagged behind
-difficult to find
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