Make Your Viral Marketing

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MAKE YOUR VIRAL MARKETING
VIRAL

Justine P. Castellon
Consumer Strategist

Market Place 2.1

All contents copyright © 2007, Justine P. Castellon . All rights reserved.

What is viral marketing?
refers to marketing techniques that use pre-existing social
networks to produce increases in brand awareness, through
self-replicating viral processes.
marketing phenomenon that facilitates and encourages people
to pass along a marketing message voluntarily

a promotional method that is of the customers,
by customers, and for customers.

What does a virus
have to do with marketing?

“Like viruses, take advantage of the rapid multiplication
to explode the message to thousands – or even to millions.”

Elements of
a Viral Marketing
Strategy

Elements of a Viral Marketing Strategy
Gives away products or services
Provides for effortless transfer to others
Scales easily from small to very large
Exploits common motivations and behaviors
Utilizes existing communication networks
Takes advantage of others' resources

Elements of a Viral Marketing Strategy
Gives away valuable products or services
"Free" is the most powerful
word in a marketer's
vocabulary.
Free attracts attention.
Attention then see other
desirable things that you are
selling

Give away something, sell something.

Elements of a Viral Marketing Strategy
Provides for effortless transfer to others






Viruses only spread when
they're easy to transmit
e-mail
website
Blogs
SMS

Simplify your marketing
message so it can be
transmitted easily and
without degradation

Short is better.

Elements of a Viral Marketing Strategy
Scales easily from small to very large
Transmission method must
be rapidly scalable

You must build in scalability to your viral model.

Elements of a Viral Marketing Strategy
Exploits common motivations and behaviors
Desire to be cool
Hunger to be popular, loved, and understood

Design a strategy that builds
on common motivations
and behaviors for its transmission

Elements of a Viral Marketing Strategy
Utilizes existing communication networks
Collect e-mail
addresses and websites
URLs, mobile numbers,
blog addresses.

Place your message into
existing communications between people,
and you rapidly multiply its dispersion.

Elements of a Viral Marketing Strategy
Takes advantage of others' resources
Place text or graphic links
on others' websites

use others' resources to get the word out

Types of
Viral Marketing

Types of Viral Marketing
Pass-along
Buzz Marketing
Incentive viral
Undercover marketing
User-managed database

Types of Viral Marketing
Pass-Along
a short note that will be sent on to other internet
users and it is usually attached to the footer of
the electronic message.
EXAMPLE:

HOTMAIL.COM
"Get Your free, private email at
www.hotmail.com..."

The message for free email is being spread
out by all their email users.

Types of Viral Marketing
Buzz Marketing
involves celebrities discussing
about products and experiences
with a hint of controversy
EXAMPLE:

OPRAH WINFREY &
WACOAL BRA
It is created to make noise and buzz

Types of Viral Marketing
Incentive Viral
It calls the users to take action in order to be
rewarded
EXAMPLE:

FOREVER LIVING,
BARCLAY
Multi-level businesses

It gives people an incentive for passing along
viral message or viral object

Types of Viral Marketing
Undercover Marketing
It occurs when people do not know
they are being marketed to
It appears trendy or curious, and do
not seem to ask an individual to
forward them, creating the
impression that there is not
something special promoted taking
place
EXAMPLE:

Canon, Inc.
The Japanese tourist campaign

It camouflages as piece of news, without
obvious incitements to link or pass along

Types of Viral Marketing
User-managed Database
It refers to different database of
prospects that clients...
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