33 Viral Marketing Slideshow 1460 Cc32 1 B78 E152 920 Fae9 F4 Bc669 Bc(2)

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Online Viral Campaign.

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33 Viral Marketing Slideshow 1460 Cc32 1 B78 E152 920 Fae9 F4 Bc669 Bc(2)

  1. 1. 3.3.1 Viral Marketing
  2. 2. What is it?   Viral marketing is the process of using peer-to-peer communications in order to rapidly spread information about a brand or message.    Viral marketing is a marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily.   The term ‘viral’ stems from the concept of a ‘virus’, a self-perpetuating phenomenon which infects whatever it comes in contact with, spreading itself in an expanding outward arc.
  3. 3. Your message is the virus. The carriers are your audience.
  4. 4. Four Goals THE BEST MULTIMEDIA ACCOMPLISHES FOUR GOALS:   Captures viewer attention   Engages viewers emotionally: If you want to simply inform viewers, use text on a web page or email. The multimedia advantage is when you can pull on their heart strings, rile them up, conjure the pain of their current situation, and raise the prospect you have the solution they have been searching for.   Disengages viewers shields: Viewers are always skeptical of your intentions. The emotional engagement of the best video creates a bond and can elevate you quickly to a trusted, worthy advisor. Or, at the very least, someone worth listening to.   Successfully prompts them to take the next step
  5. 5. The Key is Emotional Engagement   Emotions are inextricably a component of social communication.   As humans, we share our emotional experiences as a way to express our individuality and maintain our relationships.   People encounter specific data or ideas daily and pass it on to their friends and other people in their networks.   Information is shared more rapidly when the recipient has a strong emotional connection with the specific message.
  6. 6. The 6 Emotional Triggers Surprise Anger Joy Fear Sadness Disgust
  7. 7. Surprise   An essential element of all viral marketing campaigns.   It works as a foundation alongside other emotional triggers.   It jolts people out of their habits of perception and can instantly trigger the instinct to share.   The goal here is to think about ways to elicit positive surprise by enhancing the experiences of your audience in unexpected ways.   Make people feel privy to an unique situation   Frequently, the more disruptive the message, the sooner it is shared.
  8. 8. Joy   An emotion suited for irrelevant or fun brands   Excellent for brands who want to revitalize their image   Suitable for products which promise life enhancement
  9. 9. Sadness   Suitable when seeking an immediate response to unfortunate events   May result in short-term commitments instead of long term patronage   Best to balance with messages of hope or change
  10. 10. Anger   Best suited for single issue campaigns that require an immediate reaction to perceived injustices    A fleeting emotion and therefore not suitable for campaigns which require long-term action   Does not work well with complex or subtle issues
  11. 11. Fear   An emotion that is a short-term response to a perceived threat   Must be used carefully and sparingly   Likely to receive mixed responses   Best accompanied by proposed solutions which solve the fear-causing problem
  12. 12. Disgust   Best targeted towards young males    Suitable for brands with a rebellious image   Should only be used intermittently to avoid unnecessary offense   Males are twice more likely to pass on messages involving disgusting humor than females
  13. 13. Examples   Burger King’s “subservient chicken” www.subservientchicken.com   Honda’s “the cog” http://www.youtube.com/watch?v=EEF0cg1j35o   Gatorade “awesome catch” http://www.youtube.com/watch?v=FMnUrdTIJ3A

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