parma viral marketing presentation en

8/3/2019 Parma Viral Marketing Presentation En

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Viral marketing

Diploma thesis presentation

Academic year: 2008/2009Author: Antonn ParmaSupervisor: Mgr. Pavel Hacker


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t .

Marshall McLuhan, 1964


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tendencies in corporate

communication politics


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passiVe communication form


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linear communication model


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media fragmentation

10031960 2004

Number of TV spots needed for addressing 80 % of consumersData source: Business Week: The Vanishing Mass Market, 2004


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actiVe communication form


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Jakobsons communication model


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People inuence people.

Nothing inuences people morethan a recommendation from atrusted friend.Mark Zuckerberg, 2007


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Viral marketing means spreading

commercial message via socialnetworks.Its a planned activity that, thanks to its character,

motivates the recipient to turn into the propagator.


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elements of Viral

marketing


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elements of Viral marketing


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Content itself is a commercial

.Its not announced by the ad stanza or by the line saying

ad, its not attached as a banner, print ad or TV spot.


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message content


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Choise of sucient points of

spreading and their amountincreases chance of viralspreading.The higher amount of initializing points the quicker

spread of the campaign. And on top of that, we can

eliminate possible failure of some of them points.

Points causing avalanche eect are outstanding.


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points of spreading


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The main movers are the users/

propagators themself.Only if they accept the message, spread it and discuss

it inside the social network, then we can talk about viral

spreading.


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the propagator


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The spread of viral message is a

result of many random processesand circumstances.The character of individuals participating on the rst

boom isnt important for setting up the nal eect, themost important is the structure of the social network.


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social network


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mass media communication model

Source: Watts D.


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two step communication model

Source: Watts D.


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The problem, I think, is that we

have been dening inf uentialsincorrectly. They are not a particularclass of people (...) Instead, the

title of inf uentialmigrates fromone person to the next depending

on the topic of interest.Duncan J. Watts, 2007


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wattss communication model

Source: Watts D.


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Viral spread

Comparison of time progress of traditional and viral campaignData source: Hacker P.

Viral campaign

Traditionalcampaign


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The campaign results cant be

properly quantiable in manycases. So its success or failurecan be hardly measured.Despite that viral marketing oers many possibilities

of observing the campaign ability of getting attention,

getting users involved and allowing them create added

value of the brand.


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measurment and eValuation


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conclusion


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Viral marketing principles allow

us addressing a huge group ofpotential consumers and stillkeeping the media budget low.Its redeemed not only by high demands of realisation

with doubtful result but even by the need of complex

change of thinking about the communication process.


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Viral marketing can works

as a single tool only in smallpercentage of usage.Most eective is in combination with other tools of

communication mix, which can be suitably complement,further develop and promote.


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Viral marketing can be used

as a communication tool forthe majority of all types ofcompanies by the right choice of

propagators.Propriety of its usage is determinated more by the initial

creative input, content of message and its meaning for

user than by concrete brand.


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thank you for

your attention

parma viral marketing presentation en

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