Contents1 Viral marketing Concept2 History of Viral marketing3 Methods4 Viral Marketing Ideas5 Elements of Viral Marketing Strategy6 Classic Example7 Conclusion8 References
Background 1 11 1111 11111111 1111111111111111 11111111111111111111111111111111• In a few short generations, a virus population can explode.
Viral marketing Concept• Viral marketing can be call as viral advertising/word-of-mouth/ creating a buzz/network marketing.• Definition: marketing techniques that use pre-existing social networks and other technologies to, 1.increases brand awareness 2.achieve other marketing objectives such as product sales through self-replicating viral processes, analogous to the spread of viruses or computer viruses.
History of Viral marketing• peaked popularity in the 1990s.• later popularized by Jeffrey Rayport in the 1996 Fast Company article "The Virus of Marketing.“• first to write about viral marketing on the Internet was the media critic Doug Rushkoff
Images for Viral MarketingViral advertising Network marketingWord-of-mouth Creating a buzz
Methods Of Viral Marketing• Customer participation and polling services• Internet search engines and blogs• Mobile smartphone integration• Search engine optimization (SEO)• Social media optimization (SMO)• Television and radio
• Customer participation and polling services: -Customer feedback - Question and Answer websites• Internet search engines and blogs: -Can use search engines and blogging websites. -Ex. Google and Blogspot.com• Mobile smartphone integration: -Applications with ads. -Applications with links.
• Search engine optimization (SEO): - process of affecting the visibility of a website or a web page in a search engines natural or un-paid search results. - more frequently a site appears in the search results list, the more visitors it will receive from the search engines users.• Social media optimization (SMO): - use of a number of social media outlets and communities to generate publicity to increase the awareness of a product, brand or event. - social media involved include RSS feeds, social news and bookmarking sites, as well as social networking sites,• Television and radio: -Ads on TV and Radio. -various channels and FM stations.
Viral Marketing Ideas and Strategies1.Organize a referral contest: -an old-schooled viral marketing idea, yet extremely effective. -It means encourage people to work extra hard to promote for you.2. Provide free ‘viral’ online services: -Google being a search engine, Google has really created tons of useful applications, such as Google Map, Google Doc, Google Analytics, Google Mail, etc that we can use free.3. Target-based referral program: -we set a minimum target for our referrals to hit. -In specific ,when our members reach 20 referrals.
4. Bait post: - idea of a bait post is to turn your blog post into an online resource that other people will link to. -Q&A type of sites such as Ask Yahoo!5. ‘Sure-win’ referral program: - email sent out to promote business. - getting paid for it by the client.6. Video marketing: -publish videos on Youtube ,those videos can bring you traffic for years. -chances are they will visit your website.7. Leverage on social networking: -viral marketing through social networking. -Facebook ,Gmail , LinkedIn etc.
The Classic Hotmail Example The classic example of viral marketing is Hotmail.com, one of the first free web-based email services. The strategy is simple:• Give away free email addresses and services;• Attach a simple tag at the bottom of every free message sent out: “Get your private, free email at http://www.hotmail.com”;• Then stand back while people email to their own network of friends and associates;• Who see the message;• Sign up for their own free email service; and then• Propel the message still wider to their own ever-increasing circles of friends and associates.
Some more Examples• WWE: In 2007, World Wrestling Entertainment promoted the return of Chris Jericho with a viral marketing campaign using 15-second cryptic binary code videos. The videos contained hidden messages and biblical links related to Jericho,
• The Subservient Chicken Agency: Crispin, Porter + Bogusky Client: Burger King Product(s): TenderCrisp Year: 2001 – 2012 The Subservient Chicken is an advertising program created to promote international fast food restaurant chain Burger Kings TenderCrisp chicken sandwich and their "Have it Your Way" campaign.
• Old Spice: -On July 14, 2010, Old Spice launched the fastest growing online viral video campaign ever, garnering 6.7 million views after 24 hours, ballooning over 23 million views after 36 hours. Old Spices agency created a bathroom set in Portland, OR and had their TV commercial star, Isaiah Mustafa, reply to 186 online comments and questions from websites like Twitter, Facebook, Reddit, Digg, YouTube and others. The campaign ran for 3 days
ConclusionViral marketing campaigns can be unpredictable, but with proper planningcan experience rapid exponential growth to reach large audience in ashort space of time at a reasonable cost.