VIRAL MARKETING

Ducarmois Baptiste

Introduction

VIRAL MARKETING

What is it?

DEFINITION

Viral or buzz marketing is a buzzword referring to marketing techniques that use pre-existing technologies to achieve other marketing objectives (such as product sales) through viral processes, analogous to the spread of viruses.Howard, Theresa (2005-06-23). "USAToday: Viral advertising spreads through marketing plans". USA Today. Retrieved 2010-05-27. June 23, 2005, 2005

VIRAL MARKETING

What is it?

« Viral » marketing is a reference to the word « Virus », because information grow as fast as viruses.

INTERNET

$€$Web 2.0

VIRAL MARKETING

How does it work?

Viral marketing must be dynamic. It needs the customers want to answer, click, and share your message.

Examples:

e-mailing campaignsGames and contestsBlogs, informative websites,…Provide discountsE-cards

VIRAL MARKETING

Main objectives?

New customers

E-reputation

VIRAL MARKETING

Inconvenances?

Turn « flop » in « top » !

Customers alter the main message

Laws

VIRAL MARKETING

Steps for a good viral campaign

Step 1: Make it Simple

less than 10 seconds

What kind of campaign?

VIRAL MARKETING

Steps for a good viral campaign

Step 2: Make it Relevant

Appeal to the vast majority of people

VIRAL MARKETING

Steps for a good viral campaign

Step 3: Create Sales Opportunities

Goal of a marketing campaign:

Ensure to provide links / vouchers

VIRAL MARKETING

Steps for a good viral campaign

Step 4: Use the Right Technology

Strong technology to support viral spread

How to spread the campaign?

VIRAL MARKETING

Steps for a good viral campaign

Step 5: Reflect the Brand

Company easy to recognize

Message must fit to brand’s values.

Previously used messages

VIRAL MARKETING

Steps for a good

viral campaign

Step 6: Word of Mouse

YOUR AD

VIRAL MARKETING

Steps for a good viral campaign

Step 7: Reward the User

People are interested by benefits

Give them some!

VIRAL MARKETING

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VIRAL MARKETING

Questions

1° What is the main objective of viral marketing ?

2° How many steps are required in viral marketing process?

3° Give an example of bad buzz turned into good buzz.

A: Seven

A: find new customers, (take care of E-reputation)

A: La Redoute

VIRAL MARKETING

Ducarmois Baptiste

Thank you for your attention!