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VIRAL MARKETING Why a deep understanding of WOM is important in the creation of a buzz
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VIRAL MARKETINGWhy a deep understanding of
WOM is important in the creation of a buzz
Fillipe DINIZChirine MASSIERESarra OUAILIAlexandra PARERemi SBARDELLA
Case Study : Project X
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WORD OF what?!
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Oh so you don’t want me seeing Project X?
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WOM: The TheoryWord of mouth inclusive model:
● Extrapersonal
● Intrapersonal
● Input
● Output
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Variables Shaping WOM
Intrapersonal Variables:
• Level of expectation
• Zone of tolerance
Extrapersonal Variables:
• Business climate
• SNP
• Culture
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Is The Model Old Fashioned?
• New influences on expectations
• New type of input WOM and sources of information
• New way of conveying output WOM
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From Theory To Project X
Input WOMExpectations of the movieSatisfactionOutput WOM
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INPUTS FOR WOMTraditional inputs
- Trailer- Posters- Announcements
Social Media
- Teaser on- 1 million- Hangover- partnership
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The 3 traditional roles in viral Mkt
MavensSpecialistsTrustfulTrendy
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Connectors
SalesmenCharismaticPersuasive
NumbersFast spread
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How Social Media affects them
+ Connections+ Persuasion+ Sharing
+ Viral
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Loyalty Ladder
Prospect
Customer
Client
Supporter
Advocate
Partner
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• Valence
• Focus
• Timing
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