Viral Marketing
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Viral Marketing
- Involves a message or a communication that spreads like virus
- A rapidly extending chain of communicators
- Gmail ID or a Hotmail account creation are examples of Viral Marketing.
Definition
- To Go Viral: to spread rapidly through peer references; the rate of hits/views rises exponentially; viral posts/videos are typically viewed more than 100,000 times.
- Viral Videos: online video clips that gain widespread popularity when they are passed from person to person via email, instant messages, and media-sharing Websites.
- Viral marketing: has emerged as the electronic form of WoM and involves the principle of passing on or referring news, information or entertainment to another person.
- Word of Mouth (WOM): offline and online person-to-person communication.
Guerrilla Marketing
- Promotional activities on very low budget
Stealth\Undercover Marketing
- Consumers unaware of being marketed to
Product Placement Marketing
- Commercial product used in media Ex: movies, books etc.
Advantages
- More effective per $ spent
- Lower costs
- Researching and listening to consumer feedback
- A customer is the greatest endorsement
- Giving customers a voice – People like fun information they can spread on.
- Stronger message from someone you trust.
- WOM won’t go far for bad quality products.
- Creating communities and connecting people.
What Makes Online Content Viral?
- Emotion shapes virality. Content that evokes high-arousal positive (awe) or negative (anger or anxiety) emotions is more viral. Content that evokes low-arousal, or deactivating, emotions (e.g., sadness) is less viral.
- Activation drives social transmission (when a story evoked more sadness, it decreased arousal, which in turn decreased transmission).
- More emotional, positive, interesting, and anger-inducing and fewer sadness-inducing stories are likely to make the most blogged list.
For Video:
Criteria used to predict the success of TV ads can also be used – with some adaptation – to predict online virality:
- enjoyment, involvement, branding
- distinctiveness
- celebrity popularity
- likelihood to forward (‘buzz’)
- has LEGS: Laugh-out-loud funny, Edgy, Gripping or Sexy (Nealon, 2007)
Strategies Viral Marketing
- Use of social media such as Facebook, Twitter, Google+, YouTube etc.
- Word of mouth: hearing what’s popular from people around you.
- Participation (Burgess, 2008): users participate by commenting, sharing, ‘favouriting’, making ‘mashups’ or their own versions
- Encourages people to pass on a message
- Depends on a high pass along rate from person to person
- Motivators:
- entertainment: fun, humour, games, quizzes, videos, songs
- greed: sweepstake entries, free offers
- charity: help an organization, sign petitions
- Methods: face-to-face communication, phone conversations, text/instant/e-mail messages, blogs, threads
Other Strategies
First, get 50,000 views to get on the Daily Most-Viewed’ page:
- pay people with relevant blogs to link to the video
- create fake conversations (forums) around the video
- embed videos directly into the pages of MySpace users
- create and exploit an extensive Facebook presence
- use email and friends network
Then, to reach 100,000+ views:
- Focus on making title and thumbnail attractive
- Release all videos in a campaign simultaneously, then use unique tags to get only the other videos in the campaign appear in the Related Videos box.
Example of Viral Marketing:
- An “energy” drink, $2 (8.3 oz.), 80 mg of caffeine.
- It doesn’t taste very good.
- Yet Red Bull has a 70 to 90 percent market share in over 100 countries worldwide.
- Its contents are not patented – all the ingredients are listed on the outside of the slim silver can.
- In 2004, 700 million cans were sold in the U.S. i.e. 47% share of the energy drink market.
- Red Bull sponsors some 500 athletes worldwide.
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