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Making Business Sense with Viral Marketing
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Making Business Sense with Viral Marketing

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Michelle Ku's class presentation slides for Professor Robert Kozinet's Social Media Marketing class at the Schulich School of Business in Toronto, Canada. …

Michelle Ku's class presentation slides for Professor Robert Kozinet's Social Media Marketing class at the Schulich School of Business in Toronto, Canada.
Presentation notes are here: http://micheku.blogspot.com/2011/02/viral-marketing-explained.html

Published in: Business, News & Politics

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  • The accompanying presentation notes can be found here: http://micheku.blogspot.com/.
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Transcript

  • 1. Viral Marketing
    Michelle Ku
  • 2. Extreme Sheep LED Art
    http://www.youtube.com/watch?v=D2FX9rviEhw
  • 3. What is Viral Marketing?
    Like a “virus”
    “buzz”, “word-of-mouth”
    Early online viral marketing example
    “Get your free Hotmail account”
  • 4. What is Viral Marketing?
    YouTube video is viral if it has 1 million views
  • 5. What is Viral Marketing?
    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
  • 6. 7C’s – Rajesh Setty
    Content
    Creativity
    Characters
    Comical
    Community
    Compelling
    Chance
  • 7. T-Mobile Dance
    http://www.youtube.com/watch?v=VQ3d3KigPQM
  • 8. T-Mobile Dance
    18,572,973 plays
    20,649 comments
    #1 on Viral Video Chart
    > 50 T-Mobile Facebook groups formed
    Copycat (grassroots!) event at Central station in Antwerp, Belgium
  • 9. 6 Key Elements to a Viral Marketing Strategy (Dr. Ralph F. Wilson)
    Give something away for free
    Effortless transfer
    Scale easily from small to very large
    Exploit motivations and behaviours
    Utilize existing connection networks
    Take advantage of others’ resources
  • 10.
  • 11. References
    Lots of thanks to the following sources!
    http://www.rajeshsetty.com/2009/08/18/lessons-from-9-viral-videos-and-3-second-acts/
    http://www.wilsonweb.com/wmt5/viral-principles.htm
    http://webupon.com/video/how-do-you-make-a-video-go-viral/
    http://www.unrulymedia.com/case-studies/t-mobile-dance.html
    http://www.feedcompany.com/wp-content/uploads/Feed_Company_Viral_Video_Marketing_Survey.pdf
    My best appreciation for my offline sources...
    Dichter, Ernest (1966), “How Word-of-Mouth Advertising Works,” Harvard Business Review, 16, 147-
    Bernoff, Josh and Red Shadler (2010), “Peer Influence Analysis: Using Social Technologies to Identify Your Business’s Most Influential Customers,” except from “Empowered: Unleash your Employees…”
    And a lot of love to Prof Robert Kozinets and my fellow classmates!