CB Presentation..Viral Mkting..
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Transcript of CB Presentation..Viral Mkting..
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Viral Marketing
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Contents
What is Viral marketing?
How does it work ?
Examples..
Advantages and Disadvantages of
Viral Marketing
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What is Viral Marketing ?
Any form of advertising or
marketing techniques that
"spreads" like a virus by getting
passed from consumer to
consumer and market to market.
It increases in brandawareness, through self-
replicating viral processes
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What is Viral Marketing ?
A promotional method that is of the customers, by
customers, and for customers
Like viruses, take advantage of the rapid
multiplication to explode the message to thousands
or even to millions
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History viral marketing was popularized by Rayport in the 1996
Fast Companyarticle "The Virus of Marketing,
After that various companies frequently use thistechnique in their campaigns.
Some believe that viral marketing is new and does not
have much history, but it is actually just over 10 years oldnow.
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The old form of viral marketing used to be referred asword of mouth,.
An individual tells another individual something and it
spreads around to many people
Positive word of mouth can have a tremendous impact on
a brand.
Contd..
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Functioning
To make viral marketing work, three basic criteria mustbe met, i.e.,
Giving the right message
To the right messengers
In the right environment
01-Messenger:
Three specific types of messengers are required for the
transformation of message into a viral one.
Market mavens
Social hubs,
Salespeople.
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Contd..
Market mavens:
Information specialists
First to get exposed to the message
Transmit it to social network
Social hubs:
Have large number of social connections.
They know hundreds of different people and
have the ability to serve as connectors or bridges
between different subcultures.
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Contd..
Sales people:Receive message from the market maven.
Transmit it to the social hub for further distribution
02-Message:
Messages that are memorable and interesting can
spread easily and become viral messages..
03-Environment:
Environment is crucial in the rise of successful viral
marketing
Small changes in the environment lead to huge results.
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Items being promoted by a viral means includes:
Games (which are usually made in Flash).
Informative, humorous, or entertaining articles.
Video clips.
Images.
Brand able software etc..
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Where Can Viral Marketing Be Found?
Viral marketing can be found on social mediasites such as:
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01-Hotmail:
Most of Hotmails success was due to viral marketing,
The plan was to provide free e-mail addresses to anyone .
In December 1996 Hotmail had 500,000 registered users.
less than a year later they had over 12,000,000 users.
02-Will it Blend:
Blendtecs will it blend video series shows scientists testing.
various household items blend in their super-powerful blender.
The videos generated millions of views and became an Internet sensation.
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03-Evian Babies:
Evian Roller Babies, broke the world record for the mostviewed online advertisement in history .
Evian's wildly successful viral campaign has passed to 100
million total views.
The video, which jokingly illustrates the youthful effect
Evian mineral water has on the body.
bunch of babies freestyle roller-skating, received a102 million views, 130,000 comments and 500,000 Face book
fans across a number of Roller Baby fan pages. .
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04- virgin Blue tweets:On the 9th anniversary , Virgin Blue gave away 1000plane tickets for $9 each through their Twitter.
This vastly raised the profile of the Virgin Blue.
05- the obama Campaign:
During presidential election rolled around in 2008, and 2010
Obama goes for viral campaign.
create Face book pages in the early stages of the campaign.
reach out to all corners of social media to recruit and
energize followers.
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06-Subservient chicken:
The Subservient Chicken was a promotion for Burger Kings
Burger Kings Chicken Tender Crisp sandwich.
The campaign was wildly successful, .
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Advantages of Viral Marketing
Cheap and low cost
Extensive reach
caters the exact target
market of the
product .
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Disadvantages of Viral Marketing
Brand Dilution
competitorsunderstand marketing
techniques and stealthe market
Focuses more on
short term success.
Negative buzz.
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References
Wikipedia:
http://en.wikipedia.org/wiki/Viral_marketing
Viral Marketing Blog:
http://viralmarketing4290.blogspot.com
David Meerman Scot, The New Rules of Marketingand PR: How to Use News Releases, Blogs,
Podcasting, Viral Marketing and Online Media to
Reach Buyers Directly, 3ed (2011)
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Thank you!