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Ice Bucket Challenge Universidad de San Andrés Escuela de Administración y Negocios Licenciatura en Administración de Empresas Marketing Viral: El fenómeno del Ice Bucket Challenge Autor: Esteban Atlasovich Legajo: 23016 Mentor: Flavia Cardoso --------------------------------------------------------- Buenos Aires, 01 de Agosto del 2015 Tabla de contenidos Resumen ....................................................................................................................................................... 3 Introducción ................................................................................................................................................ 4 Pregunta de investigación ......................................................................................................................... 6 Pregunta central: ....................................................................................................................................... 6 Subpreguntas: ........................................................................................................................................... 6 Objetivos de la Investigación..................................................................................................................... 6 General: ..................................................................................................................................................... 6 Específicos: ............................................................................................................................................... 6 Justificación de las razones del estudio .................................................................................................. 7 Estrategia Metodológica ............................................................................................................................. 8 Marco Conceptual ..................................................................................................................................... 10 Del boca a boca al Marketing Viral .......................................................................................................... 10 Modelos de Viralización ........................................................................................................................... 11 Qué…… ............................................................................................................................................... 11 Por qué.. .............................................................................................................................................. 12 Modelo Integrador STEPPS de Jonah Berger ........................................................................................ 13 Moneda Social ..................................................................................................................................... 14 Gatillo…. .............................................................................................................................................. 15 Emoción ............................................................................................................................................... 15 Público… .............................................................................................................................................. 15 Valor Práctico ....................................................................................................................................... 17 Historias ............................................................................................................................................... 17 Modelo de los 3 vectores de la viralización por Mariano Feuer - basado en Charles Pierce ................. 18 Primeridad - emociones pre-racionales ............................................................................................... 19 Segundidad - individualidades adorables ............................................................................................ 19 Terceridad - Inteligencia social aplicada.............................................................................................. 19 Memes – Modelo de los memes simbióticos por Josh Constine ............................................................ 20 ¿Qué es un meme? ............................................................................................................................. 20 Memes simbióticos .............................................................................................................................. 21 Métricas tradicionales para medir la efectividad de las campañas ......................................................... 23 Caso de Estudio: Ice Bucket Challenge ................................................................................................. 24 Qué fue el Ice Bucket Challenge ............................................................................................................. 24 Línea del Tiempo ..................................................................................................................................... 26 Recolección de fondos ............................................................................................................................ 31 Concientización de la temática ................................................................................................................ 32 Contexto .................................................................................................................................................. 35 Críticas ..................................................................................................................................................... 36 Entrevistas ................................................................................................................................................. 38 Entrevista a Damián Sztarkman .............................................................................................................. 38 Entrevista a Mariano Feuer ..................................................................................................................... 40 Encuesta .................................................................................................................................................... 42 Análisis del caso ....................................................................................................................................... 51 Recolección de fondos ............................................................................................................................ 51 Resultado ............................................................................................................................................. 51 Concientización de la temática ................................................................................................................ 52 Resultados ........................................................................................................................................... 52 Difusión .................................................................................................................................................... 55 Resultados ........................................................................................................................................... 55 Aspectos Claves .................................................................................................................................. 55 Conclusiones ............................................................................................................................................. 62 Bibliografía................................................................................................................................................. 63 Anexos ....................................................................................................................................................... 68 Anexo 1: Boletín oficial ALS Association: Recaudación total del Ice Bucket Challenge ........................ 68 Anexo 2: Reporte oficial de Facebook: Total de vistos del Ice Bucket Challenge .................................. 69 1 Anexo 3: 10 videos del Ice Bucket Challenge más vistos en YouTube .................................................. 71 Anexo 4: Compilado de famosos haciendo el Ice Bucket Challenge ...................................................... 72 Anexo 5: Entrevistas ................................................................................................................................ 78 Entrevista a Damián Sztarkman .......................................................................................................... 78 Entrevista a Mariano Feuer ................................................................................................................. 80 Anexo 6: Encuesta .................................................................................................................................. 84 Anexo 7: Otras Campañas mencionadas en el trabajo ........................................................................... 86 Apocalypses Zombie............................................................................................................................ 86 Dumb Ways to die ...............................................................................................................................
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