Viral marketing - Antonin Parma


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Presentation of a diploma thesis about viral marketing. It brings a comprehensive view of the area of viral marketing. Identifies the most important aspects in detail to achieve a successful viral spread and outlines the possibilities of its measurement and use.

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Viral marketing - Antonin Parma

  1. 1. Viral marketing Diploma thesis presentation Academic year: 2008/2009 Author: Antonín Parma Supervisor: Mgr. Pavel Hacker
  2. 2. “the medium is the message.” Marshall McLuhan, 1964
  3. 3. tendencies in corporate communication politics
  4. 4. passiVe communication form
  5. 5. linear communication model Sender Message Medium Receiver Effect Noise
  6. 6. media fragmentation 3 100 1960 2004 Number of TV spots needed for addressing 80 % of consumers Data source: Business Week: The Vanishing Mass Market, 2004
  7. 7. actiVe communication form
  8. 8. Jakobson’s communication model Context Referential f. Sender Message Receiver Emotive f. Poetic f. Conative f. Contact Phatic f. Code Metalingual f.
  9. 9. “People influence people. Nothing influences people more than a recommendation from a trusted friend.” Mark Zuckerberg, 2007
  10. 10. Viral marketing means spreading commercial message via social networks. It’s a planned activity that, thanks to its character, motivates the recipient to turn into the propagator.
  11. 11. elements of Viral marketing
  12. 12. elements of Viral marketing Message Points of The content spreading propagator
  13. 13. Content itself is a commercial message. It’s not announced by the ad stanza or by the line saying „ad“, it’s not attached as a banner, print ad or TV spot.
  14. 14. message content Story Depth Stickiness Content hook Relevance Timing Portability Shareability
  15. 15. Choise of sufficient points of spreading and their amount increases chance of viral spreading. The higher amount of initializing points the quicker spread of the campaign. And on top of that, we can eliminate possible failure of some of them points. Points causing avalanche effect are outstanding.
  16. 16. points of spreading Search Mobiles and PDAs Blogs Messengery Websites Video servers Word of mouth Emails Social networks Widgets Link integrators Chats and comments
  17. 17. The main movers are the users/ propagators themself. Only if they accept the message, spread it and discuss it inside the social network, then we can talk about viral spreading.
  18. 18. the propagator Emotional reasons Social reasons (entertainment) (reputation) Pragmatic reasons (true value)
  19. 19. The spread of viral message is a result of many random processes and circumstances. The character of individuals participating on the first boom isn’t important for setting up the final effect, the most important is the structure of the social network.
  20. 20. social network
  21. 21. mass media communication model Source: Watts D.
  22. 22. “two step” communication model Source: Watts D.
  23. 23. “The problem, I think, is that we have been defining influentials incorrectly. They are not a particular class of people (...) Instead, the title of influentialmigrates from one person to the next depending on the topic of interest.” Duncan J. Watts, 2007
  24. 24. watts’s communication model Source: Watts D.
  25. 25. Viral spread Viral campaign Traditional campaign Comparison of time progress of traditional and viral campaign Data source: Hacker P.
  26. 26. The campaign results can’t be properly quantifiable in many cases. So it‘s success or failure can be hardly measured. Despite that viral marketing offers many possibilities of observing the campaign ability of getting attention, getting users involved and allowing them create added value of the brand.
  27. 27. measurment and eValuation Reach Likeability Relevance Awareness Dispersion Frequency Attention Engagement Loyalty
  28. 28. conclusion
  29. 29. Viral marketing principles allow us addressing a huge group of potential consumers and still keeping the media budget low. It’s redeemed not only by high demands of realisation with doubtful result but even by the need of complex change of thinking about the communication process.
  30. 30. Viral marketing can works as a single tool only in small percentage of usage. Most effective is in combination with other tools of communication mix, which can be suitably complement, further develop and promote.
  31. 31. Viral marketing can be used as a communication tool for the majority of all types of companies by the right choice of propagators. Propriety of it’s usage is determinated more by the initial creative input, content of message and its meaning for user than by concrete brand.
  32. 32. thank you for your attention