Introduction to Viral Marketing
Created by: Lauren Candito,
Interactive Marketing & Social Media Consultant
Viral Marketing is...
“Any marketing technique that
induces Web sites or users to pass
on a marketing message to other
sites or users, creating a potentially
exponential growth in the
message’s visibility and effect.”
There are many different viral
Think about it...
Consumers are a lot
more willing to believe
what their friends &
family tell them vs. a
company or brand.
Wouldn’t you be????
Just in case you don’t believe me...
62 percent of consumers read consumer-
written product reviews on the Internet.
Of those, more than eight in 10 say their
purchase decisions have been directly
inﬂuenced by the reviews.
Seven in 10 of the consumers who read
reviews share them with friends, family or
colleagues, thus amplifying their impact.
“This increasing market transparency can adversely
impact the margins, market share and brand equity of
consumer products companies,” says Pat Conroy, vice
chairman and US consumer products group leader at
Deloitte & Touche USA LLP.
“In the past, clever marketers and advertisers shaped
brands, but now consumers are increasingly empowered,
everyone has a voice, and information and opinions are
instantly dispersed. Consumer product companies need
to determine how best to capitalize on this new
landscape. Clearly, there will be consequences for those
Source: Deloitte & Touche USA 10/2007 Survey. The survey polled a sample of 3,331 consumers over the age of 16.
The margin of error for the entire sample is plus or minus two percentage points.
Every successful viral campaign
has three key components
1.) Distribution to the right audience
2.) Engagement with that audience that
will result in...
3.) Relationship building with the
brand/company pushing the campaign
✦ Who are you targeting?
✦ How many people are in
your initial send?
✦ How are you going to
communicate with them?
✦ Why would someone
pass along your
✦ What is the value you
✦ Why will they remember
✦ What information are you
asking your audience for?
• Name, email, etc...
✦ How will you keep the
lines of communication
open for the future?
Once you have answered
those questions, you can begin
developing your campaign!
But before you dive in, take
a look at what others are