Mobile Viral Marketing and Mobile WOM - IWOMC

Mobile : an interesting ground for Viral Marketing and WOM Cédric Giorgi Goojet - Marketing Manager « Speedy Chick » [email_address]

The six first media Cinema Radio Print Recordings Television Internet

The 7th media ? }

1. The first personal mass media

2. The first always carried media

3. The first always-on media

4. The first media with a built in payment mechanism

5. The first media always present at the point of creative impulse

6. The first media where the audience can be accurately identified

The 7th media « Mobile can do everything that was done by the previous media, but it adds also six different unique benefits » Toni Mahonen Toni Mahonen http ://communities-dominate.blogs.com/brands/2007/02/mobile_the_7th_.html

1. The first personal mass media

=> WOM is a one to one relation, personalization matters.

2. The first always carried media

=> WOM is happening in an unpredictable manner.

3. The first always-on media

=> WOM is t ime-independant, or better, time relevant.

4. The first media with a built in payment mechanism

=> WOM Marketing is still marketing : objective is to sell.

5. The first media always present at the point of creative impulse

=> WOM needs also a sort of creative impulse to occur.

6. The first media where the audience can be accurately identified

=> WOM Marketing is marketing : measurement is key

Word of Mouth (WOM) for the 7th media

Mobile 2.0

SMS -> IM, mobile blogging

• MMS -> Media sharing

• Operator Portals -> Content Search and Discovery

• Java Games -> Connected Applications

• Presence & Push-To-Talk -> VOIP applications

• WAP sites -> Web sites that adapt for mobile browsers

• WAP push -> RSS readers

• Wallpaper -> Idle screen applications

• Location-based services -> Proximity and location-aware services

By Daniel Appelquist, Vodafone

=> More User Generated Content => More connections between people => Information spread faster } More and easier WOM

Mobile Web : a bridge for WOM “ Research shows 90% of WOM conversations occur face to face or by phone vs. only 7% online” Keller.

Mobile is in the middle of WOM conversations

Mobile Web creates a bridge between the online world and the offline one and facilitates the spreading of WOM conversations.

Most WOM conversations occur offline but lot of them start online or spread online.

=> Mobile Web : online conversations come in the pocket

Mobile WOM Examples

SMS : SMS was the first example of virality on the mobile. Why virality succeed ? SMS was easy-to-use, easy-to-understand and easy-to-spread.

Ringtones and wallpapers : the success of ringtones and wallpapers is mainly because of WOM : it can be compared, it can be shown creating a sort of challenge between people.

Twitter and Moblogging : With such new publication tools, people can quickly and easily spread interesting news happening offline to online contacts.

Price comparisons and mobile web : With the mobile web, people can have access to new information on their mobile, such as price comparisons, user review and opinions, changing the way they’re consuming.

Mobile Viral Marketing

“ Mobile viral marketing is a marketing communication or distribution concept that relies on consumers to transmit mobile viral content (products, services or ideas) using mobile communication techniques to other potential consumers in their social sphere and to animate these contacts to also transmit the mobile viral content .”

Exploring the Concept of Mobile Viral Marketing through Case Study Research, Dietmar G. Wiedemann

Mobile Viral Marketing Characteristics

Exploring the Concept of Mobile Viral Marketing through Case Study Research, Dietmar G. Wiedemann

Mobile Viral Marketing Standard Types Motivated Evangelism : mobile communities, mobile applications Signaling use, Group membership : mobile payment, mobile messaging Targeted Recommendation : the send-to-friend option Awareness Creation & benefit signaling : mobile greeting cards, free SMS

Success factors in Mobile Viral Marketing

Perceived usefulness by recipient

Reward for communicator

Perceived ease of use

Free mobile viral content

Initial contacts

First mover’s advantage

Critical mass

Scalability

Success Factors in Mobile Viral Marketing: A Multi-Case Study Approach by Key Pousttchi and Dietmar G. Wiedemann

Mobile Viral Marketing Examples

Crickee, Zlango : mobile communication applications where both communicator and recipient are required to download the application.

MeYou : Gaming mobile social network where users are rewarded with credits for sending recommendations.

Coca-Cola : Mobile Social Network for Sprite targeting teenagers in China and the USA, giving free mobile content to users who provide on-product promotion codes

VISA : campaign to promote the new funny TV commercials, placed on mobile sites, where consumers are encouraged to forward. Another exemple of mobile video sharing : « Borat » movie.

BBC : « Collect and Share » application gives the users access to the first part of a collection of cool music content. To unlock the rest, the user must bluetooth the app to another user

Goojet

Access services through simple icons (Widgets)

Share, collaborate, stay connected

Event driven

Design your mobile space

Aggregate any service; and invent yours!

Access the same space from PC or Mobile

An innovative approach to the web – mobile convergence

A free B2C place, with premium and partners’ content

VC backed : Partech International, Elaia Partners, IRDI

Launching public version in June 2008 in Europe

Goojet: a multitude of services

Goojet: easy of use, easy of forward

Goojet’s Portal Use

Goojet’s Mobile UI

Goojet Viral Mechanisms Web or Mobile Application Sharing : on their mobile, users can easily send a request to a contact inviting him to use Goojet (by MSISDN, email, or by using the address book or the contact list) Goojets’ sharing : on the web, a simple drag and drop is needed to send a service to a friend or a group of friends, on the mobile, a simple clic in the menu is required. Space discovering and ranking : people can visite friends’ spaces and add services with a simple drag and drop or clic; a general ranking of goojets is given to challenge the users. Goojet sharing for application sharing : if a user sends a goojet to a non-user, this last can install the application with automatically the shared goojet inside.

Thank Y