By niko mejia

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Viral Marketing

• By niko mejia

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Overview

• Introduction
• Probability for Growth
• Distinctions among Users
• Marketing Goals
• Outcomes to Expect
• Costs and Financial Resources
• People Involved and Their Roles
• Case Studies and Awards
• Local Cases
• Best Practices

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What is Viral Marketing?

• Viral marketing is a term used to describe the
  technique used to increase awareness of a certain
  advertisement through self-replicating processes.
• The basic rule about viral marketing is that you
  only have to think of a way that your
  advertisement would encourage people to pass it
  along.
• This is why this technique is more often called
  word-of-mouth marketing.
• Where and what to use for the advertisement is up
  to you.

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What is Viral Marketing?

• As a publisher of advertisements, we wanted to
  add a viral effect to it so that it may achieve
  significant result in driving traffic to our ads.
• More traffic to our ads means bigger probability
  of sales and an increase in brand awareness for
  the advertiser of the ads.

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Probability for Growth

• My opinions first,
• Viral marketing have more significant impact than
  regular advertisements.
• Also any viral process has lots of choices to
  implement which is why this technique has a big
  chance for growth.
• A viral process is always a tough idea.
• Media enhancements are very good tools and fun.
• The good thing with viral marketing is the
  cheapness of the overall process.
• I think this technique will grow gradually and
  will rarely drop and if it did, it is expected to
  be minimal.

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Channel Distinctions

• Viral marketing is based on the belief that
  marketers, using traditional advertising, can no
  longer deliver credible messages. Only customers
  can! Keith Bates
• This pertains to building distinctions between
  business and customers or B2C.
• Company-consumer communications were weakened by
  internet because it is mainly global, fast, and
  digital.

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Channel Distinctions

• If companies would want to use word-of-mouth
  marketing then they must focus on strengthening
  their consumers ability to communicate with
  another consumer.
• Using the internet as means of marketing is
  becoming a need nowadays if the goal is to have a
  cheap advertisement and gain brand awareness in a
  fast and effective way.

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Goals

• The goal of viral marketing is to make people
  promote your product in order to increase brand
  awareness.
• If your target consumer is everybody, usually it
  is when you use this technique.
• If your shops are accessible anywhere on the
  globe, then it is best to advertise this way.

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Goals

• From process to achieving your main objective,
  you come up with different decisions that could
  serve as your small goals. For example, choice
  for digital media, or how to be able to find a
  way that would best represent your product but
  not exaggerate it on your material that has an
  element of uniqueness and will entail a good
  impression on the consumer side.
• Your objective is always your main goal.

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Examining The Outcomes

• There are two opposing sides who says viral
  marketing cannot be controlled and those that
  disagrees.
• We wanted to listen first to those that disagree
  because they think that viral marketing can be
  controlled.
• Before you engage in viral marketing, you try to
  anticipate all the possible outcomes.

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Examining The Outcomes

• According Joseph Carrabis,
• The completely controllable part of viral
  marketing is based on mathematics and deals with
  the following questions
• How many individuals does the campaign need to
  start with (seed)?
• How fast will the campaign spread (propagation
  factor)?
• How will the campaign spread (vectors)?
• How large a group is required to sustain the
  propagation (viral burden)?
• What is the campaign's goal (maintenance factor)?
  
• How large a group is required to sustain the
  campaign once the goal is achieved (threshold
  point)?
• At what point is the campaign too successful
  (saturation point)?

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Examining The Outcomes

• He also developed his own theory the
  Meskauskas-Carrabis Effect or MCE as a phenomenon
  wherein Jim Meskauskas four necessary elements
  for viral marketing campaign and his trust and
  fair-exchange concept of B2C could be predictable
  and probabilistic if the right tools to determine
  audience-to-message match and related factors are
  used.
• The four elements by Jim are Entertainment,
  Utility, Palpable Reward, and Uniqueness.

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Examining The Outcomes

• Now, let us first assume that viral marketing is
  controllable.
• How do you do that?
• You start in the end (outcomes/goals) and work it
  back to the beginning.
• Have precise descriptions of all the situations.
• Look back from the goal.

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Costs

• The cost for viral marketing is always low.
• Ranging from 300 - 50,000 for the budget is
  enough. But usually 10,000 and above is already
  expensive.
• Marketing Sherpas criteria in coming for the top
  12 viral campaigns only requires 1000 in budget.

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People And Their Roles

• Companies as advertisers whose role is the
  distribution of their products but more
  importantly to gain brand awareness.
• Developers as publishers who create the medium of
  advertisements for the advertisers.
• And ordinary people as consumers who is
  emotionally affected by the mediums so they
  spread the word or the medium used.

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People And Their Roles

• People are the means and target of these
  advertisements.
• This is why the medium used for the advertisement
  must have the elements needed to stimulate the
  people to respond emotionally.
• This reaction may be positive or negative
  depending on the impression of that person.

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Case Studies
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Case Studies

• Video Presentation

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Local Cases

• Star Trends Apparel Corp. organized a warehouse
  sale that they spread through word-of-mouth
  marketing.
• This company sells overrun goods imported from US
  and UK and is located in Bulacan.
• Some testimonies of people who saw their medium
  said that it was mainly reliable so the campaign
  has been effective.

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Local Cases

• The composer of the advertisement was explicit
  with his/her use of words and honest.
• The display and content serve them well and this
  is why it became effective.
• The company created an appeal to the consumers to
  purchase goods from them.

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Best Practices

• Put every necessary seeds to your mediums. For
  example, seed from blogs, videos, download
  community, games, etc. It helps a lot in
  benchmarking and other statistics.
• If you think it is necessary to tie-up with
  another website, then you make the buzz.
• Boost your creative imagination. People want fun
  advertisements.

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Best Practices

• According to baekdal.com, they have 7 important
  tips in composing your own medium
• We wanted to build an emotional setting for our
  consumers.
• We want to do something unique and unexpected.
• Do not make plain advertisements or in other
  words do not make your advertisements too
  obvious.
• When you got the attention of the viewer, do
  something.
• Allow sharing, downloading, and embedding.
• Connect with people through comments sending
  messages promoting a product has the highest
  pass-around rate.
• Never restrict access! Thats why its viral, in
  the first place.

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References

• http//en.wikipedia.org/wiki/Viral_marketing
• http//www.viralmarketingtool.com/statistics.html
• http//www.emarketer.com/Reports/All/Emarketer_200
  0419.aspx?srcreport_head_info_sitesearch
• http//www.kbates.com/viral.htm
• http//www.shipsbiscuit.com/2008/06/02/viral-marke
  ting-what-does-success-look-like/
• http//www.4webmarketing.biz/viralmarketing/index.
  htm
• http//www.scribd.com/doc/38487/The-Six-Principles
  -of-Viral-Marketing
• http//lars-christian.com/internet-marketing/5-suc
  cessfully-executed-viral-marketing-campaigns/
• http//www.imediaconnection.com/content/10198.asp
• http//www.skelliewag.org/12-examples-of-viral-con
  tent-and-what-we-can-learn-from-them-101.htm
• http//brand.interactivestrategy.tv/2006/10/29/vir
  al-marketing-impacting-established-brands/
• http//www.marketingsherpa.com/sample.cfm?contentI
  D3225
• http//www.macalua.com/2007/05/25/viral-marketing-
  in-the-philippines/
• http//www.baekdal.com/articles/branding/viral-mar
  keting-tricks/

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