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Viral Marketing

What is viral marketing? Online and offline Viral Marketing What is next?
by

Shahrzad Fereiduni

on 1 December 2010

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Transcript of Viral Marketing

..Definition.. A marketing strategy that relies on people rather than campaigns
Increasing brand awareness through social networks
Self replicating viral process – word of mouth or via internet
Pass-along Undercover Data Mining Vs Online Viral Marketing Offline Viral Marketing SWOT Viral Marketing Pass-along.Incentivised viral.Undercover.Edgy Gossip/Buzz marketing.Anonymous matching. Methods of transmission Barriers Word of Web
Word of E-Mail
Word of mouth
Word of IM
Reward for Referrals Size of file can be too big to receive
Media Format – different software
E-mail Attachment - spam
Cumbersome Referral Mechanism – user friendly promotion
Sabotage of the campaign Incentivised viral Edgy Gossip/Buzz marketing E-mail – forwarding messages
Internet sharing of video
Blogs and other media sharing websites
Person-to-person communication about a product, service, or company.
Geographically spread
“Drive to web programs"
Finding individuals who act as hubs.
Can be classified into four groups, based on the number of links they make with other individuals.
Regular Hubs
Mega-Hubs
Expert Hubs
Social Hubs
Use your URL like your phone number
Webcards
Make every customer contact a viral marketing opportunity
Referral Bribes
Tchochkes
Direct Mail with a personalized offer
The World as Your Billboard
Spreading... ...Offline... ...how? Sony Ericsson T68i
Endnote
Honda UK
Potato Sticks
Pepsi DigiCards
..Success.. The Great Boston Bomb Scare of 2007
Momenta
Starbucks ..Failure.. Rename Halfway, Oregon to Half.com
How:
Meet the mayor, talk to people in person
Distribute t-shirts to students
Generated:
44 interviews in one day
Time magazine:“one of the greatest publicity coups”
20 days after launch eBay called and bought the company for $300 million
..HalF.com.. Spreading... ...Online... ...how? ..Success.. ..Failure.. ..Tippexperiece.. Creating a buzz on the web Using video / website / e-mails / network
66% of the world’s Internet population now visit a social network or blog site weekly
220+ million people visit the top 25 social networks each month
Facebook alone has 500+ million active users
Time spent visiting Social Media sites now exceeds time spent emailing
Consistent polls reflect that 89% of people forward news, events, and vendor specific information to people in their network
59% of adults polled state that they use their cell phone to remain connected with their social network Using the Internet and Mobile platforms:
Internet Search Engines & Blogs
Target Marketing Web Services
Social Media Interconnectivity
Mobile smart-phone integration http://www.youtube.com/watch?v=4ba1BqJ4S2M Chevy http://www.youtube.com/watch?v=4ba1BqJ4S2M How do companies benefit from it? Hotmail.com
The Blair Witch Project
Old Spice
Evian
T-Mobile Walmart
Skittles
Molson
Chevrolet Cheap & effective
High level of trust in networks
Market penetration / market reach
Applicable to wide range of products / ideas ..Strengths.. How do companies benefit from it?
..Weaknesses.. No control, risky
Lack of Long-term traffic
Lack of tools or resources to track and monitor social media campaign results (Offline)
Brings traffic, but not sales
Traffic can overload your hosting bandwidth
Only certain types of content attract viral marketing Expanding Geographically
Utilizing the existing Social Networks platforms
Reaching new target or niche market that are untapped
Promotions, discounts, offers that can be used through social media platforms
Loss of credibility of traditional advertising
Change in technology, growing bandwidth ..Opportunities.. ..Threats..
Competitors are after the same space, same audience with similar campaign
Sustainability of campaign
Negative publicity can crash the business
Consumers fed-up with spreading viral campaigns
New marketing trends ..Famous Social Networks.. Youtube
Facebook
MySpace
LinkedIn
Twitter
Blogger
Hotmail
Flickr
Gmail Great Idea, Bad Execution
Promoting it wrong
Unoriginal campaign
Video is too much like a commercial ad ..Watch out for.. Give it away for free
- Example: French’s Potato sticks
Let the customer control the interaction
Keep it small
Don’t promise what you can’t keep ..Key success factors.. How many will walk away from here, wanting to test this new presentation tool at prezi.com?
..btw.. THANK YOU! ..questions? Batool Awwad
Doron Rosenberg
Ekaterina Moustafina
Linn Mona
Lisa Moore
Shahrzad Fereiduni
Wiem Azaiez Viral Techniques
Full transcript