Viral MarketingViral MarketingViral MarketingViral Marketing

www.marketingamnesia.com

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!!

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

Why will they talkWhy will they talkWhy will they talkWhy will they talk

Phenomenal Product

Better Product

Phenomenal Communication

PR

WOW!!

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

Viral CommunicationViral CommunicationViral CommunicationViral Communication

Airtel – Chaalis Chor Makemytrip – Chiddiya Udi

Viral Source – webchutney.com

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

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uth

enticity

Decreasin

g R

each

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

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.

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!!

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

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

My Blog – www.marketingamnesia.comMy Blog – www.marketingamnesia.comMy Blog – www.marketingamnesia.comMy Blog – www.marketingamnesia.com