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

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

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!