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.
Presentation notes are here: http://micheku.blogspot.com/2011/02/viral-marketing-explained.html

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Making Business Sense with Viral Marketing

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

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