Viral marketing is a form of word-of-mouth marketing where messages are spread exponentially through people sharing content. It utilizes electronic means like social media to spread messages about a brand in the hopes of achieving a desired outcome like increased awareness or sales. There are two types - organic campaigns that spread naturally and amplified campaigns that are strategically planned by marketers to control the message and set defined goals.

1. Made by:
Arailym Bekbergenova

2. Is a form of word of mouth marketing
which aims to result in a message spreading
exponentially.
 It is easily passed on.
 The number of people who have been
“infected” grows exponentially.

3. First coined by Jeffrey Rayport in
an article
“TheVirus of Marketing” in the
December ’96 issue of Fast
Company.
 Existed ever forever.

4. A message is spread exponentially
 Results in a desired outcome for a brand
 Utilizes electronic means to spread messages

5.  The sign-up link
 Within the first 3
years and today
has over 260
million users
worldwide

6. There are two types of viral marketing
campaigns:
 Organic or in the wild campaigns
 Amplified or controlled campaigns

7.  Little or no input from the marketer
 Usually negative messages about a brand

8.  PositiveWord of
Mouth
 Tremendous brand
equity at a marginal
cost
 Increased sales from
30,000 in 1994, to
430,000 in 1995 and
four times that the
following year.

9.  Strategically planned
 Defined goals for the brand
 A distinct method of passing on the message

10.  A microsite. Ensure that it is
easy to link to the main web
site.
 Brand awareness.Targeting
the right demographic, and
that branding is clear
 Direct response. From
newsletter sign-ups, to
collaboration on consumer
generated media.

11.  Stormhoek, a South
African winery
 Voucher is true
between 30 November
and 10 December
 Blog
www.stormhoek.com
27 November - 37,000 downloads
1 December - 715,000 times.
By 5 December - 3.5 million times
A 60% increase in
weekend sales

12. 1. DEFINETHE AIMS OFTHE
CAMPAIGN, AND HOWYOU WILL
MEASURE SUCCESS
 Building brand awareness
 Driving traffic to your web
site
 Growing anticipation for a
new product
 Building lots of SEO links or
 Making sure customers
make a purchase right
away.
2. PLAN A MESSAGE OR CONTENT
THAT USERSWANTTO SHARE
 Make something scarce
 Make something free and
abundant
 Be very funny
 Be very interesting
 Be very informative
 Be very educational
 Be very unusual
 Be a little cryptic
 Be the best
 Create something users want to
copy
 Present the tools for a mashup

13. 3. MAKEYOURCONTENT EASYTO
SHARE
Emails should include
“forward to a friend” and a
“send to a friend” links
4. MAKE IT AS SIMPLE AS POSSIBLE
FOR USERSTO GET INVOLVED
Easy as possible to
sign-up and get interacting.

14. 5. BE AUTHENTICAND
TRANSPARENT
6. PROVIDE AN INCENTIVE FOR
SHARINGAND INTERACTING
People like to be seen by
their friends and colleagues as
 Resourceful
 Caring
 Humorous,
and the content you create
should tie in with those values.
Financal:
• gift voucher
• share 5 for prize

15. 7. MAKETHE MESSAGE
AVAILABLE
 Sophisticated ARGs
(alternative reality games)
usually involve hiding
messages and making
them cryptic
 Using forums and inciting
blog comments
8. USE A STRONG CALLTO
ACTION
Be very clear about the
action you want the user to
take next:
 Send this video to a friend.
 Forward to a friend.
 Play now!

16. 9.TRACKAND ANALYSE,AND
OPTIMISE
Monitor interactions with
your brand from consumers,
so you can see growth and
response.
 forwardtrack.eyebeamresear
ch.org (shows the
geographical spread of a
campaign over time)
 TubeMogul
(www.tubemogul.com)
 VidMetrix
(www.vidmetrix.com)
10. GET LUCKY
Careful planning and
great content with an
enticing incentive should
all result in a campaign that
is successful.

17.  Be prepared for the traffic
Availability; information; if for
increasing sales – sufficient stock in
place
 Start relationships
Retention of new customers,
communication
 Prepare a marketing
success report
Preparing useful case studies,
screenshots and contact details.

18. Trying to manipulate word of mouth, and
comes from the term “grassroots
campaigning”.
 Negative comments
 Blogs
 “Not good experince”