CB Presentation..Viral Mkting..

7/28/2019 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)
http://en.wikipedia.org/wiki/Viral_marketinghttp://viralmarketing4290.blogspot.com/http://viralmarketing4290.blogspot.com/http://viralmarketing4290.blogspot.com/http://viralmarketing4290.blogspot.com/http://viralmarketing4290.blogspot.com/http://viralmarketing4290.blogspot.com/http://viralmarketing4290.blogspot.com/http://viralmarketing4290.blogspot.com/http://viralmarketing4290.blogspot.com/http://en.wikipedia.org/wiki/Viral_marketinghttp://en.wikipedia.org/wiki/Viral_marketinghttp://en.wikipedia.org/wiki/Viral_marketinghttp://en.wikipedia.org/wiki/Viral_marketinghttp://en.wikipedia.org/wiki/Viral_marketinghttp://en.wikipedia.org/wiki/Viral_marketinghttp://en.wikipedia.org/wiki/Viral_marketing


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Thank you!

CB Presentation..Viral Mkting..

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