viral marketing . marketing amnesia image source – what’s wrong with status quo!!
Post on 19-Dec-2015
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Viral MarketingViral MarketingViral MarketingViral Marketing
www.marketingamnesia.com
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MARKETING AMNESIA Image Source – http://gapingvoid.com
What’s wrong with status quo!!What’s wrong with status quo!!What’s wrong with status quo!!What’s wrong with status quo!!
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Why get them to talk!!Why get them to talk!!Why get them to talk!!Why get them to talk!!
You are Broke
Bad Credit Rating
VC’s don’t like your
face
$$$$$$
Image Source – http://www.scottphree.com
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Why will they talkWhy will they talkWhy will they talkWhy will they talk
Phenomenal Product
Better Product
Phenomenal Communication
PR
WOW!!
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Phenomenal ProductsPhenomenal ProductsPhenomenal ProductsPhenomenal Products
Image Sources
http://www.uncrate.com/men/images/2006/09/nintendo-wii.jpg
http://www.wiiwii.tv/wp-content/uploads/2007/04/wii-sports-1.jpg
http://www.mobilewhack.com/10-15-07-iphone.jpg
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Viral CommunicationViral CommunicationViral CommunicationViral Communication
Airtel – Chaalis Chor Makemytrip – Chiddiya Udi
Viral Source – webchutney.com
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How can you get them to Talk!!How can you get them to Talk!!How can you get them to Talk!!How can you get them to Talk!!
Buzz
ViralWOM
Increasin
g A
uth
enticity
Decreasin
g R
each
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Defining a ViralDefining a ViralDefining a ViralDefining a Viral
• Online advertising campaigns and messages that depend on peer to peer forwarding to spread like a “virus”– Video / Audio / Flash / Joke / Article / Microsites
• In other words – Content!!
• Why Go Viral– Consumers are bored of traditional advertising– Clutter free!!– Exponential reach
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Viral - Key Success ParametersViral - Key Success ParametersViral - Key Success ParametersViral - Key Success Parameters
• WoW!! It is fun, stylish, sexy, innovative or cool
• “Finder” vs “Spammer” - Forwarder should be looked upon as the Finder. – Finder should be seen as cool and receiver of the forward should be
entertained
• Critical User Base – Seed the viral to a critical user base - required to achieve exponential growth
• “Make the logo bigger” – Doesn’t work!!– Content is King!! People forward creative content, not the brand!! In
your face marketing lowers chances of being forwarded• Exceptions – Tata Nano, iPhone, Wii etc.
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Why should the consumer forwardWhy should the consumer forwardWhy should the consumer forwardWhy should the consumer forward
• Timepass entertainment!! Cool!!
• Monetary Gain!!– Finder vs Receiver!! Who should gain??
• Social Do Gooder!!
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Finally - Make it easy for them to talk!!Finally - Make it easy for them to talk!!Finally - Make it easy for them to talk!!Finally - Make it easy for them to talk!!
• Embed in a blog• Email a friend• Share with your email address book• Share on facebook• Social Bookmarks• And many many more…
• Basics Being– Use existing networks and communication
mechanisms
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ReferencesReferencesReferencesReferences
• Viral Advertising in 2005 - Top 7 Tactics, How-Tos & Measurement Data– MarketingSherpa Special
• Online viral marketing: the strategic synthesis in peer-to-peer brand marketing– Justin Kirby, Managing Director of DMC
• The Word on ‘Word of Mouth’– Dave Balter, President of BzzAgent
• Viral Marketing– Russell Goldsmith, Prentice Hall Business
• Buzz Marketing with Blogs– Susannah Gardner, Wiley Publishing
• Viral Marketing Strategies– Brice Le Blévennec, President, Emakina
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My Blog – www.marketingamnesia.comMy Blog – www.marketingamnesia.comMy Blog – www.marketingamnesia.comMy Blog – www.marketingamnesia.com