Description
propasal
MAKE YOUR VIRAL MARKETING VIRAL
Justine P. Castellon
Consumer Strategist
Market Place 2.1
All contents copyright © 2007, Justine P. Castellon . All rights reserved.
What is viral marketing?
refers to marketing techniques that use pre-existing social networks to produce increases in brand awareness, through self-replicating viral processes. marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily
a promotional method that is of the customers, by customers, and for customers.
What does a virus have to do with marketing?
“Like viruses, take advantage of the rapid multiplication to explode the message to thousands – or even to millions.”
Elements of a Viral Marketing Strategy
Elements of a Viral Marketing Strategy
Gives away products or services Provides for effortless transfer to others Scales easily from small to very large Exploits common motivations and behaviors Utilizes existing communication networks Takes advantage of others' resources
Elements of a Viral Marketing Strategy
Gives away valuable products or services "Free" is the most powerful word in a marketer's vocabulary. Free attracts attention. Attention then see other desirable things that you are selling
Give away something, sell something.
Elements of a Viral Marketing Strategy
Provides for effortless transfer to others Viruses only spread when they're easy to transmit
e-mail website Blogs SMS
– – – –
Simplify your marketing message so it can be transmitted easily and without degradation
Short is better.
Elements of a Viral Marketing Strategy
Scales easily from small to very large Transmission method must be rapidly scalable
You must build in scalability to your viral model.
Elements of a Viral Marketing Strategy
Exploits common motivations and behaviors Desire to be cool Hunger to be popular, loved, and understood
Design a strategy that builds on common motivations and behaviors for its transmission
Elements of a Viral Marketing Strategy
Utilizes existing communication networks Collect e-mail addresses and websites URLs, mobile numbers, blog addresses.
Place your message into existing communications between people, and you rapidly multiply its dispersion.
Elements of a Viral Marketing Strategy
Takes advantage of others' resources Place text or graphic links on others' websites
use others' resources to get the word out
Types of Viral Marketing
Types of Viral Marketing
Pass-along Buzz Marketing Incentive viral Undercover marketing User-managed database
Types of Viral Marketing
Pass-Along a short note that will be sent on to other internet users and it is usually attached to the footer of the electronic message.
EXAMPLE:
HOTMAIL.COM
"Get Your free, private email at www.hotmail.com..."
The message for free email is being spread out by all their email users.
Types of Viral Marketing
Buzz Marketing involves celebrities discussing about products and experiences with a hint of controversy
EXAMPLE:
OPRAH WINFREY & WACOAL BRA
It is created to make noise and buzz
Types of Viral Marketing
Incentive Viral It calls the users to take action in order to be rewarded
EXAMPLE:
FOREVER LIVING, BARCLAY
Multi-level businesses
It gives people an incentive for passing along viral message or viral object
Types of Viral Marketing
Undercover Marketing
It occurs when people do not know they are being marketed to It appears trendy or curious, and do not seem to ask an individual to forward them, creating the impression that there is not something special promoted taking place EXAMPLE:
Canon, Inc.
The Japanese tourist campaign
It camouflages as piece of news, without obvious incitements to link or pass along
Types of Viral Marketing
User-managed Database
It refers to different database of prospects that clients generate themselves with the help of online service providers.
EXAMPLE:
FRIENDSTER.COM
Or online dating services
. . .users create a viral, self-propagating chain of contacts that naturally grows and encourages others to sign up as well.
Advantages and Disadvantages of Viral Marketing
Advantages/ Disadvantages of Viral Marketing
ADVANTAGES
Cheap and low cost Extensive reach High credibility High efficiency
Advantages/ Disadvantages of Viral Marketing
DISADVANTAGES (things to avoid) Brand Dilution Association with unknown groups Avoid making purely financial-based offer Large-scale spam issues
How to build a successful Viral Marketing Campaign
How to build a successful Viral Marketing Program
Create the Buzz
Create value driven news using your best customers Involve them in the process of making and delivering your products or services
This way, it creates positive feelings that lead them to talk about your business.
How to build a successful Viral Marketing Program
Incentivize
Offer an incentive to someone to tell others about you.
WIIFM Principle: "what's in it for me?" .
How to build a successful Viral Marketing Program
Personalize
Insert sender’s name in the subject line.
EXAMPLE:
"Juan Dela Cruz thinks you will like to avail the exclusive membership fee . . . "
it brings instant credibility to your message
How to build a successful Viral Marketing Program
Get ready for the take off
If you're your viral campaign shoots up towards success, your systems have to be ready to handle the traffic and transactions.
How to build a successful Viral Marketing Program
Measure
Dissect what transpired to the success of your respondents
This will measure the effectiveness of your viral marketing campaign
SUMMARY:
Viral marketing is not only about getting someone to interact with a message, it needs to be viral - it needs to have a pass-along effect. The viral catch depends on a high pass-along rate from person to person. If a large percentage of recipients forward something to a large number of people, the overall growth balloons very quickly, but if the pass-along numbers get too low, the overall growth quickly fizzles. Its vital component is encouraging individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence. Like viruses, it takes advantage of rapid multiplication to explode the message to thousands – or even to millions. And, let us not forget that the message has to work for us, and not against us
SUMMARY:
[email protected]http://www.marketplace21.wordpress.com
doc_749791466.pdf
propasal
MAKE YOUR VIRAL MARKETING VIRAL
Justine P. Castellon
Consumer Strategist
Market Place 2.1
All contents copyright © 2007, Justine P. Castellon . All rights reserved.
What is viral marketing?
refers to marketing techniques that use pre-existing social networks to produce increases in brand awareness, through self-replicating viral processes. marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily
a promotional method that is of the customers, by customers, and for customers.
What does a virus have to do with marketing?
“Like viruses, take advantage of the rapid multiplication to explode the message to thousands – or even to millions.”
Elements of a Viral Marketing Strategy
Elements of a Viral Marketing Strategy
Gives away products or services Provides for effortless transfer to others Scales easily from small to very large Exploits common motivations and behaviors Utilizes existing communication networks Takes advantage of others' resources
Elements of a Viral Marketing Strategy
Gives away valuable products or services "Free" is the most powerful word in a marketer's vocabulary. Free attracts attention. Attention then see other desirable things that you are selling
Give away something, sell something.
Elements of a Viral Marketing Strategy
Provides for effortless transfer to others Viruses only spread when they're easy to transmit
e-mail website Blogs SMS
– – – –
Simplify your marketing message so it can be transmitted easily and without degradation
Short is better.
Elements of a Viral Marketing Strategy
Scales easily from small to very large Transmission method must be rapidly scalable
You must build in scalability to your viral model.
Elements of a Viral Marketing Strategy
Exploits common motivations and behaviors Desire to be cool Hunger to be popular, loved, and understood
Design a strategy that builds on common motivations and behaviors for its transmission
Elements of a Viral Marketing Strategy
Utilizes existing communication networks Collect e-mail addresses and websites URLs, mobile numbers, blog addresses.
Place your message into existing communications between people, and you rapidly multiply its dispersion.
Elements of a Viral Marketing Strategy
Takes advantage of others' resources Place text or graphic links on others' websites
use others' resources to get the word out
Types of Viral Marketing
Types of Viral Marketing
Pass-along Buzz Marketing Incentive viral Undercover marketing User-managed database
Types of Viral Marketing
Pass-Along a short note that will be sent on to other internet users and it is usually attached to the footer of the electronic message.
EXAMPLE:
HOTMAIL.COM
"Get Your free, private email at www.hotmail.com..."
The message for free email is being spread out by all their email users.
Types of Viral Marketing
Buzz Marketing involves celebrities discussing about products and experiences with a hint of controversy
EXAMPLE:
OPRAH WINFREY & WACOAL BRA
It is created to make noise and buzz
Types of Viral Marketing
Incentive Viral It calls the users to take action in order to be rewarded
EXAMPLE:
FOREVER LIVING, BARCLAY
Multi-level businesses
It gives people an incentive for passing along viral message or viral object
Types of Viral Marketing
Undercover Marketing
It occurs when people do not know they are being marketed to It appears trendy or curious, and do not seem to ask an individual to forward them, creating the impression that there is not something special promoted taking place EXAMPLE:
Canon, Inc.
The Japanese tourist campaign
It camouflages as piece of news, without obvious incitements to link or pass along
Types of Viral Marketing
User-managed Database
It refers to different database of prospects that clients generate themselves with the help of online service providers.
EXAMPLE:
FRIENDSTER.COM
Or online dating services
. . .users create a viral, self-propagating chain of contacts that naturally grows and encourages others to sign up as well.
Advantages and Disadvantages of Viral Marketing
Advantages/ Disadvantages of Viral Marketing
ADVANTAGES
Cheap and low cost Extensive reach High credibility High efficiency
Advantages/ Disadvantages of Viral Marketing
DISADVANTAGES (things to avoid) Brand Dilution Association with unknown groups Avoid making purely financial-based offer Large-scale spam issues
How to build a successful Viral Marketing Campaign
How to build a successful Viral Marketing Program
Create the Buzz
Create value driven news using your best customers Involve them in the process of making and delivering your products or services
This way, it creates positive feelings that lead them to talk about your business.
How to build a successful Viral Marketing Program
Incentivize
Offer an incentive to someone to tell others about you.
WIIFM Principle: "what's in it for me?" .
How to build a successful Viral Marketing Program
Personalize
Insert sender’s name in the subject line.
EXAMPLE:
"Juan Dela Cruz thinks you will like to avail the exclusive membership fee . . . "
it brings instant credibility to your message
How to build a successful Viral Marketing Program
Get ready for the take off
If you're your viral campaign shoots up towards success, your systems have to be ready to handle the traffic and transactions.
How to build a successful Viral Marketing Program
Measure
Dissect what transpired to the success of your respondents
This will measure the effectiveness of your viral marketing campaign
SUMMARY:
Viral marketing is not only about getting someone to interact with a message, it needs to be viral - it needs to have a pass-along effect. The viral catch depends on a high pass-along rate from person to person. If a large percentage of recipients forward something to a large number of people, the overall growth balloons very quickly, but if the pass-along numbers get too low, the overall growth quickly fizzles. Its vital component is encouraging individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence. Like viruses, it takes advantage of rapid multiplication to explode the message to thousands – or even to millions. And, let us not forget that the message has to work for us, and not against us
SUMMARY:
[email protected]http://www.marketplace21.wordpress.com
doc_749791466.pdf