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Viralmarketing 1220945944188111-8 (1)

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Some of the Slideshare Presentations I have uploaded were developed by others. They are all worth a look. I am Stephen Darori on Linkedin. If you think we have Synergy now or may have in the future, …

Some of the Slideshare Presentations I have uploaded were developed by others. They are all worth a look. I am Stephen Darori on Linkedin. If you think we have Synergy now or may have in the future, please send me an invitation to connect on Linkedin. I will never IDK an invitation

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  • 1. Viral Marketing - Raghavan
  • 2. Introduction “Viral marketing is like succeeding in Hollywood: every actor wants to do it, only a few succeed.”
  • 3. Viral Marketing • An attempt to spread marketing message that spreads quickly and exponentially among consumers. • Video clips, Flash Games, Images, Ebooks
  • 4. Buzz Marketing • An event or activity that generates publicity, excitement, and information to the consumer. • It's usually something that combines a wacky, jaw-dropping event or experience with pure branding, like tattooing your forehead. • If buzz is done right, people will write about it, so it essentially becomes a great PR vehicle. • Buzz marketing typically includes one shot of adrenaline and a chaser of product information.
  • 5. Word of Mouth • The most powerful medium on the planet • It's the actual sharing of an opinion about a product or service between two or more consumers • It's what happens when people become natural brand advocates • The key to its success: it's honest and natural.
  • 6. Differences
  • 7. Key Ingredients • Huge fun factor, new factor, intriguing factor, sexy factor Creative copy writing and visuals • You should look cool when forwarding to friend • Easy to forward • Praise should go to you as forwarder for finding it! • Cool and easy to summarize story • Energy and drive of posters is crucial • Selected and motivated underground posters working day and night • Credible look & feel (professional amateurism) • Rumor should be believable; people are credible, corporations not
  • 8. Viral Characters • Facilitates and encourages people to pass along a marketing message • Viral marketing depends on a high pass-along rate from person to person. If a large percentage of recipients forward something to a large number of friends, the overall growth snowballs very quickly. If the pass-along numbers get too low, the overall growth quickly fizzles. • If successful, it spreads like a 'virus' and grows exponentially
  • 9. X Viral Marketing X • What is not Viral Marketing – Evangelism Marketing • Customer love on you – Influencer Marketing • Offline marketing influence – Buzz Marketing
  • 10. History • Hotmail went from zero to 30 million users with a then-revolutionary viral email ad "Get your own free email at hotmail.com“ • Sony Screws up on PSP viral marketing – Marketing Ad • http://www.youtube.com/watch?v=tX_3GEvF8RQ&featu – Negative Ad • http://www.youtube.com/watch?v=bwdhg_whoKw
  • 11. Motivators • Entertainment – Fun, humor, games, quizzes, videos, songs... anything to pass the time not working. • Greed – Sweeps entries and other free offers.– "Limited free stock" vs rest of catalogue for sale. • Charity (and/or fear) – You can help save the world. Ask all your friends to sign this online petition/buy this item/visit this Web page daily... etc.
  • 12. Why? • Because consumers growing tired with advertising. – It's the same reason why product placements in movies, TV and videogames are so hot right now. – It's a way to put your brand in a context that consumers feel good about. (Instead of an ad they want to zap.) • Standing out in a cluttered world – Uniqueness catches the eye – Position your product in an original, creative way • The possibility of outrageous reach – If your campaign is a viral hit, you'll reach far more people than you ever dreamed possible. – Campaign can "go viral" ... exploding to hundreds of thousands of viewers.
  • 13. Typical Elements • • • • Give away products or services Effortless communication to peers Scalability Exploits common motivations and behaviors • Utilizes existing communication networks • Use others' resources
  • 14. What makes it viral? • Make people laugh • Recommend something • Competition (join or help you win) • Earn you some money / reduction • Call for charity, noble cause • Join a petition • Sex • Prank • Self appreciation • Chain mail ! Any of the above can be marketing vectors for your product
  • 15. My Favorite http://www.baekdal.com/articles/Branding/viral-m