ABOUT 'VIRALLY YOURS featuring THE GREAT VIRAL MARKETING DEBATE'
CONTRIBUTE TO THE DISCUSSION BEFORE, DURING AND AFTER THE EVENT BY VISITING THE 'VIRALLY YOURS featuring THE GREAT VIRAL MARKETING DEBATE' WIKI HERE.
PUT QUESTIONS TO THE PANEL VIA EMAIL IN ADVANCE OF AND DURING THE EVENT <questions@cybersalon.org>.
JONATHAN ALLEN RESEARCHES THINGS VIRAL FOR CYBERSALON HERE.
Send your favourite spam email and viral themed links to virallyyours@cybersalon.org with a short intro about why it appeals to you. We'll make this collection available for the Dana Centre and online audience to browse during the event.
PRESENTATIONS
Paul Makepeace -
Circle Line Party
<circlelineparty.org.uk>
<circlelineparty.org.uk/clp3.swf>
"Circle Line Party: an attempt to promote DIY culture in an age of rampant consumerism. A space for interaction between people, away from the clutches of Capitalism, and two fingers up at the constant clampdown on civil liberties and un-commodified fun. We are not organising the CLP, YOU ARE!"
Richard Airlie and Ian Morrison - Spam Radio
<www.spamradio.com>
"Spamradio is serving up delicious helpings of spam each hour of every day to all who are hungry. Using a complex arrangement of pipes and funnels they turn the junk mail that they receive into a streaming audio broadcast that can be enjoyed from anywhere on the Internet."
Pippa Gueterbock - Reclaim The Beach
<www.swarming.org.uk/recl/recl.htm>
Reclaim the Beach's aim is to draw attention and people to the unique public space of the Thames and its foreshore. The scale of Londoners' ignorance of the place and negative perceptions is great, and yet so is the beach potential for London. Reclaim the Beach's challenge is to demonstrate through celebration, that Londoners can play, in whichever way they like, on the beaches of the Thames. The event has turned from a 15-person winter experiment to a 2,000-person summer solstice party in two years - well beyond expectations and the capacity of the event. To thank for this is viral marketing through a simple website and small email list that exploded to reach a spectrum of Londoners.
VIRAL LINKS
Spam Shirts
<www.spamshirt.com>
Let's be honest. spam gets right on your tits. But we at spamshirt have come up with a plan: recycling useless spam into sparkling new t-shirts! Environmentally conscious, and a new lease of life for all that spam that floods your in-box.
Seth Godin - The Idea Virus
<www.sethgodin.com>
The Sun - Top Ten Viral Emails
<www.thesun.co.uk/article/0,,13-2004441583,00.html>
Send your own virally themed links to <virallyyours@cybersalon.org> and we'll add them to our list.
NMK presents The Great Viral Marketing Debate
Justin Kirby , MD, DMC vs Danny Meadows-Klue , Chief Executive, IAB. Ringmaster is Philip Smith of Revolution magazine.
The Great Viral Marketing Debate sees Kirby argue it out with Meadows-Klue to determine if viral marketing really is a valid form of advertising.
Background
There's too much interruptive advertising across digital media - this
is a given - and because of this there has been a rise in viral marketing.
We all know that viral marketing allows users to interact with the
brand in a way that traditional advertising hasn't allowed, but is
this always a good thing?
The Debate
In the red corner is Kirby. A viral marketing fanatic, he'll be exploring:
• What are the benefits of peer-to-peer endorsement?
• How does viral marketing changes users into ‘brand advocates'?
• How do advertisers create free distributions channels through
email?
• What are the different types of viral marketing, and why are
these divided?
• What is Tipping Point marketing?
In the blue corner is Meadows-Klue, considering the following:
• Can viral be a good thing if advertisers are not in control
of their campaign?
• Is viral marketing is ‘bad' because it cannot be regulated?
• Is viral marketing ultimately spam as it is unsolicited?
Who will feint? Who will pack a punch? And more importantly, who will have the upper cut and reign supreme? Come to The Great Viral Marketing Debate to find out!
About the Speakers
Justin Kirby started his career in the mid-80s working on ground-breaking multimedia installation projects, including the famous Herbie Hancock video robotics models. In 1994, Justin founded Digital Media Communications Ltd (DMC). DMC are the experts in planning, seeding and tracking online viral and buzz marketing campaigns for major brands, including Diesel, EA Sports, Eidos, Levi's, Mates, Mazda, MTV, Sony Ericsson, Ubi Soft, Virgin and Xbox. They are also co-founders of the international Viral & Buzz Marketing Association <www.vbma.net>.
Danny Meadows-Klue trained in traditional publishing with United News and Media. In 1995 he joined The Daily Telegraph's pioneering award-winning Internet service which he helped manage for more than four years before being appointed as a director of Hollinger Telegraph New Media Ltd. He then moved to NBC's Internet operations where took up the post of one of the European Vice Presidents. Danny is the chief executive of the industry's commercial trade association, the Interactive Advertising Bureau, which he helped found in 1997.
About the Ringmaster
Philip Smith is the editor of Revolution, the UK's dedicated digital business and marketing monthly. Smith runs the annual Revolution Awards, which reward the best examples of digital marketing and business from more than 400 entries. In March 2004 he co-hosted with Stephen Fry. Smith has a post-graduate diploma in journalism from the acclaimed media school at the University of Wales, College of Cardiff. His first book, Directing Traffic, was published by RotoVision in December 2002.