Viral marketing
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  • 1. Viral Marketing Xiahong Lin
  • 2. Overview • Viral Marketing In Theory • Viral Marketing In Practice • Viral Marketing Practice
  • 3. What is Viral Marketing?
  • 4. I don’t know!
  • 5. Until you tell me
  • 6. Viral Marketing In Theory • Viral marketing is a marketing techniques that use pre-existing social networking services and other technologies to produce increases in brand awareness or to achieve other marketing objectives through selfreplicating viral processes
  • 7. Viral Marketing In Theory • Viral Marketing is an user engagement of social platforms • Viral Marketing is an execution of idea
  • 8. Why Photo and Video • • • • Intuitive and attractive Efficiency (both for delivery and view) Perception Copyright
  • 9. Properties of viral products • • • • • Small Repeat Familiarity Self-reflection Counter Intuition
  • 10. Properties of viral products • Viral is a nature • Having a strong mind to make thing suck
  • 11. Properties of viral products • Viral is unpredictable • Finally, my heartfelt appreciation goes to my boyfriend who has never appeared in the past 25 years, which enables me to focus on my research work. Thank you so much.
  • 12. Properties of viral products • Making viral products is time consuming • 100 places, 100 girls, 365 days, 1000 times • Making viral products is embarrassing & tedious
  • 13. Properties of viral products • Viral has a extremely short life cycle
  • 14. Viral vs. Marketing 10 9 8 7 6 5 4 3 2 1 0 Viral Marketing
  • 15. How to make a viral product? • Think about it o o An idea could be as simple as singing one song, reading one poem, saying one word World of Ass
  • 16. How to make a viral product? • Talk about it o o o Getting feedback from your friends Make them excited Discussion: validate the potential to become popular
  • 17. How to make a viral product? • Try it o o o o Test the procedure Taste the feeling Prepare resources Verify the feasibility
  • 18. How to make a viral product? • • Tweak it Example: Pictures with 100+ girls • • Three days 100 girls
  • 19. Pictures with 100+ girls at Purdue
  • 20. How to market a viral product • • • • Share it Share it Share it Share it • • • Immediately New platform awaiting for fun staff Strangers are more powerful than friends
  • 21. How do you make a video go viral? 1. 2. 3. 4. 5. 6. Don’t be “too good” for marketing Understand how things go viral on the internet Release on Monday or Tuesday Figure out who has a stake in your video None of this matters if your video isn’t good Tell a story
  • 22. How do you make a video go viral? 7. Make your video shorter 8. Write a viral title 9. Know what you’re willing to compromise 10.What to do once you go viral
  • 23. Viral Marketing In Practice • Some viral products I have made • Lesson learned • Tips of making viral products
  • 24. Doing Bad, Gaining Good -《神马都是浮云》 - How to turn a gag into a serious work
  • 25. 神马都是浮云 啊…伟大的神马,千万网民膜拜着神马,他们 的一举一动都是为神马。我不禁要问:神马到 底是神马?千万网民到底在仰望神马?他们说 神马都是浮云。可是我不知道浮云是神马。我 只知道那云并不因我而飘浮,失落的浮云会转 瞬变成雨水,滴落在我心,而神马却永远蛋定, 神马永远是神马。
  • 26. Doing Good, Gaining Bad 《袭胸孙燕姿》 - How to turn a brave behavior into a weird scandal news - 你都二十四岁了,早应该过了那个青春躁动 的时期。 - http://v.youku.com/v_show/id_XMTExMzky MDA0.html
  • 27. 袭胸孙燕姿
  • 28. 袭胸孙燕姿
  • 29. Express Common Sense 《一个人的时候》 - Revoke common feeling of audience - Strong motivation to share - The idea
  • 30. 一个人的时候
  • 31. Against Humanity 《程序员都是傻逼》 - Explicitly declaring a existed controversial statement - Strong motivation to debate - The idea
  • 32. 程序员都是傻逼
  • 33. 程序员都是傻逼
  • 34. 程序员都是傻逼
  • 35. 程序员都是傻逼
  • 36. 程序员都是傻逼
  • 37. Lesson learned • 程序员颂 o o • • Time Content 人大女神 vs. 硅谷码农 • Not everyone is crazy T-shirt Fashion o Reality isn’t like Imagination
  • 38. Tips of making viral products • • • • • • Perform as weird as possible Add more fun facts EXPLICITLY Users are stupid!!! Users are lazy!!! If you looks normal, audience feels boring If you looks exaggerated, audience feels normal
  • 39. Viral Marketing Practice • • • • • 小学语文课文重温 复古 幼稚 搞笑 重温
  • 40. 《秋天到了》 • • • • • • • 秋天到了 天气凉了, 一片片黄叶从树上落下来。 一群大雁往南飞, 一会儿 排成个人字, 一会儿排成个一字。 啊!秋天到了。
  • 41. 《秋天到了》 老师:上课 科代表:起立 同学们:老师好 老师:坐下 同学们,今天我们来学习小学二年级课文第五 课,《秋天到了》。现在让我们一起来朗读一 遍:秋天到了,预备~~~起
  • 42. 《秋天到了》 非常的好,同学们,诗歌诗歌,它既可以作为 诗来朗诵,也可以作为歌来吟唱。现在让科代 表来唱一下这篇课文。
  • 43. To be continued… Q&A 