Choise of sufficient points of
spreading and their amount
increases chance of viral
The higher amount of initializing points the quicker
spread of the campaign. And on top of that, we can
eliminate possible failure of some of them points.
Points causing avalanche effect are outstanding.
points of spreading
Mobiles and PDAs Blogs
Video servers Word of mouth
Emails Social networks
Widgets Link integrators
The main movers are the users/
Only if they accept the message, spread it and discuss
it inside the social network, then we can talk about viral
Emotional reasons Social reasons
The spread of viral message is a
result of many random processes
The character of individuals participating on the first
boom isn’t important for setting up the final effect, the
most important is the structure of the social network.
mass media communication model
Source: Watts D.
“two step” communication model
Source: Watts D.
“The problem, I think, is that we
have been defining influentials
incorrectly. They are not a particular
class of people (...) Instead, the
title of influentialmigrates from
one person to the next depending
on the topic of interest.”
Duncan J. Watts, 2007
Comparison of time progress of traditional and viral campaign
Data source: Hacker P.
The campaign results can’t be
properly quantifiable in many
cases. So it‘s success or failure
can be hardly measured.
Despite that viral marketing offers many possibilities
of observing the campaign ability of getting attention,
getting users involved and allowing them create added
value of the brand.
measurment and eValuation
Viral marketing principles allow
us addressing a huge group of
potential consumers and still
keeping the media budget low.
It’s redeemed not only by high demands of realisation
with doubtful result but even by the need of complex
change of thinking about the communication process.
Viral marketing can works
as a single tool only in small
percentage of usage.
Most effective is in combination with other tools of
communication mix, which can be suitably complement,
further develop and promote.
Viral marketing can be used
as a communication tool for
the majority of all types of
companies by the right choice of
Propriety of it’s usage is determinated more by the initial
creative input, content of message and its meaning for
user than by concrete brand.