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Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
Spreading a New Virus Part 1
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Spreading a New Virus Part 1

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Transcript

  • 1.  
  • 2. Spreading a New Virus Part 1 The Marketing Prescription that Gives You a Buzz
  • 3. Viral Marketing <ul><li>Avalanche Marketing </li></ul><ul><li>Buzz Marketing </li></ul><ul><li>Cascading Style Marketing </li></ul><ul><li>Centrifugal Marketing </li></ul><ul><li>Digitally-Augmented Word of Mouth </li></ul><ul><li>Exponential Marketing </li></ul>
  • 4. More Viral Marketing <ul><li>Fission Marketing </li></ul><ul><li>Grassroots Marketing </li></ul><ul><li>Organic Marketing </li></ul><ul><li>Person-to-Person Marketing </li></ul><ul><li>Propagation Marketing </li></ul><ul><li>Referral Marketing </li></ul>
  • 5. Still More Viral Marketing <ul><li>Ripple Marketing </li></ul><ul><li>Self-Perpetuating Marketing </li></ul><ul><li>Self-Propagating Marketing </li></ul><ul><li>Wildfire Marketing </li></ul><ul><li>Word-of-Mouse Marketing </li></ul><ul><li>Word-of-Mouth Marketing </li></ul>
  • 6. Buzzword of the Year - 1998 <ul><li>“ The award for Internet marketing buzzword of the year goes to </li></ul><ul><li>‘ viral marketing.’” </li></ul><ul><li>--Iconocast , 16 Dec 98 </li></ul>
  • 7. Earliest Citation: 27 Sep 89 <ul><li>Ernst & Whinney </li></ul><ul><li>Compaqs v. Macintosh SE’s </li></ul><ul><li>People stood in line for the Macs </li></ul><ul><li>“ It’s viral marketing,” said John Bownes of City Bank. “You get one or two in and they spread throughout the company.” </li></ul><ul><li>--Tim Carrigan </li></ul><ul><li> PC User </li></ul>
  • 8. Viral Marketing I <ul><li>Viral marketing is the promotion of a service or product by using existing customers to pass along a marketing pitch to friends, family, and colleagues. </li></ul><ul><li> --Paul McFedries </li></ul><ul><li> The Word Spy </li></ul>
  • 9. Viral Marketing II <ul><li>Viral marketing is network-enhanced word of mouth. </li></ul><ul><li> --Steve Jurvetson </li></ul><ul><li> Draper Fisher Jurvetson </li></ul>
  • 10. Viral Marketing III <ul><li>Viral marketing is a marketing phenomenon that facilitates and encourages people to pass along a marketing message. </li></ul><ul><li> --NetLingo </li></ul><ul><li> </li></ul>
  • 11. Viral Marketing IV <ul><li>Viral marketing is advertising that propagates itself. </li></ul><ul><li>--Unknown </li></ul><ul><li> </li></ul>
  • 12. Viral Marketing V <ul><li>Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence. </li></ul><ul><li> --Dr. Ralph F. Wilson </li></ul>
  • 13. Viral Marketing – Our Take <ul><li>Viral PR and marketing techniques are those that cost little or no money and that, either alone or with careful encouragement, can spread information, virus-like, from recipient to recipient until the information or “buzz” has reached a critical mass. </li></ul><ul><li> --CornerBarPR.com </li></ul>
  • 14. Unfair! <ul><li>“ We believe that the Internet provides an unfair competitive advantage to nimble startup companies. A good idea can spread like wildfire, if its business model maps to the medium. Viral Marketing adds fuel to the fire.” </li></ul><ul><li>--Steve Jurvetson & Tim Draper </li></ul><ul><li> Draper Fisher Jurvetson </li></ul>
  • 15. Word of Mouth <ul><li>For the majority of consumers, TV advertising is not a big influence in their decisions on which car to purchase…. </li></ul><ul><li> --Cap Gemini Ernst & Young </li></ul><ul><li> Reported by Mark Ramsey </li></ul><ul><li> Radio marketing Nexus </li></ul>
  • 16. Amazing Stat <ul><li>Word of mouth was cited as most important by a whopping 71 percent </li></ul><ul><li>of respondents. </li></ul><ul><li>Direct mail was a distant second at </li></ul><ul><li>48 percent. </li></ul><ul><li> --Cap Gemini Ernst & Young </li></ul><ul><li> Reported by Mark Ramsey </li></ul><ul><li> Radio marketing Nexus </li></ul>
  • 17. The Good News <ul><li>Extremely Low Cost </li></ul><ul><li>Great Credibility </li></ul><ul><ul><li>The recipient usually trusts the source </li></ul></ul><ul><li>Can grow exponentially </li></ul><ul><li>Can quickly knock out or discourage competitors </li></ul>
  • 18. Friends and Family <ul><li>The majority of people rely more than ever on friends and family, rather than advertising or editorial, to decide which restaurants to try, places to visit, prescription drugs to purchase, hotels to stay in, and videos to rent. </li></ul><ul><li> --Roper Research </li></ul><ul><li> Reported by Mark Ramsey </li></ul>
  • 19. Evangelists <ul><li>“ Produce a superior product, get people enthusiastic, and they’ll become evangelists.” </li></ul><ul><li> -- Advertising Age </li></ul><ul><li> Reported by Mark Ramsey </li></ul><ul><li> Radio Marketing Nexus </li></ul>
  • 20.  
  • 21. Notebook Computer <ul><li>Made it around the world in – what? – two days? </li></ul><ul><li>Video </li></ul>
  • 22. So, What’s the Catch? <ul><li>Can be slow </li></ul><ul><li>Inefficient </li></ul><ul><li>Totally out of your control </li></ul><ul><ul><li>You cannot control the message </li></ul></ul><ul><ul><li>You have to trust </li></ul></ul><ul><ul><li>Your key points may be lost </li></ul></ul>
  • 23. Guerilla Marketing <ul><li>Any targetable, far-reaching, high-frequency and low-entry-cost marketing tactic falling outside the realm of television, print, and radio. </li></ul><ul><li>--Erik Hauser </li></ul><ul><li> Swivel Media </li></ul><ul><li> www.SwivelMedia.com </li></ul>
  • 24. Guerilla Marketing Methods <ul><li>Street Teams </li></ul><ul><li>Poster Sniping </li></ul><ul><li>Stenciling </li></ul><ul><li>Product/Service Sampling </li></ul><ul><li>Street Theater </li></ul><ul><li>PR Stunts </li></ul><ul><li>Human Billboards </li></ul><ul><li>Ambush Marketing </li></ul><ul><li>--Swivel Media </li></ul>
  • 25.  
  • 26. Intel Pentium <ul><li>Floating Point Division Problem </li></ul>
  • 27. Yawn
  • 28.  
  • 29.  
  • 30. Craigslist.org
  • 31.  
  • 32. Pin Drop
  • 33.  
  • 34.  
  • 35.  
  • 36. “ Care for Nooner?” <ul><li>Houlihan’s Restaurants </li></ul><ul><li>Arnold Worldwide-St. Louis </li></ul><ul><li>Double-entendre-laden “Nooner” promo </li></ul><ul><li>www.HaveANooner.com </li></ul><ul><li>Guerilla tactics … </li></ul><ul><ul><li>Small ads in alternative weeklies </li></ul></ul><ul><ul><li>They simply ask, “Care for Nooner?” </li></ul></ul>
  • 37.  
  • 38. Loose Lips Sink Ships
  • 39. All together now, … <ul><li>Wassup? </li></ul>
  • 40. End of Part 1 <ul><li>Continue to Part 2 </li></ul><ul><li>http://www.CornerBarPR.com/presentations/StLouis2.ppt </li></ul>

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