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

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    Making Business Sense with Viral Marketing Making Business Sense with Viral Marketing Presentation Transcript

    • Viral Marketing
      Michelle Ku
    • Extreme Sheep LED Art
      http://www.youtube.com/watch?v=D2FX9rviEhw
    • What is Viral Marketing?
      Like a “virus”
      “buzz”, “word-of-mouth”
      Early online viral marketing example
      “Get your free Hotmail account”
    • What is Viral Marketing?
      YouTube video is viral if it has 1 million views
    • 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
    • 7C’s – Rajesh Setty
      Content
      Creativity
      Characters
      Comical
      Community
      Compelling
      Chance
    • T-Mobile Dance
      http://www.youtube.com/watch?v=VQ3d3KigPQM
    • 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
    • 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
    • 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!