Studying the international way

Viral Marketing

Daniela | Carina | Martin | Mario | Patrik

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Agenda

• Beginning

• Advantages & Challenges

• Function & Goals

• Tools & Instruments

• 7 Hints

• Examples

• Conclusion

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Definition

“Viral marketing is a phenomenon that facilitates and encourages people to pass

along a marketing message.”

Definition

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• Counterpart of „word of mouth“

• Social networks

• Customer as a central transmitter

• Strength is credibility of the carrier

• Similar to computer viruses

• Based on human behavior

Beginning

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• 1996

• www.hotmail.com

• Free e-mail service

• Budget of $ 50.000

• 12 Million users within 18 months

• Takeover by Microsoft for $ 400 million

Example Hotmail

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Advantages

• Cheap and low costs

• Extensive reach

• High credibility

• High efficiency

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Challenges

• Brand dilution

– Avoid misinterpretation

– Focus on entertainment (not brand)

• Viral marketing similar to word of mouth

(but not the same)

• Effect is difficult to identify

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function

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Goals

• Sales increase

• Customer acquisition

• Customer satisfaction

• Customer loyalty

• Increase traffic of websites

• Increase brand awareness

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Tools & Instruments

Distinction: Active & passive tools

• E-mail & Websites

• Forums & Social networks

• Online Broadcasts & Podcasts

• Instant Messengers• Online games | quizzes

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Tools & Instruments

• Microsites

• E-Cards

• Video & audio clip

• „Tell-a-friend“ | share button

• Quantitative & Qualitative data analysis– SNA (Social Network analysis)– OVT (Online viral tracking)

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Example Shareoption

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Example Tell-a-Friend

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Tools & Instruments

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7 tips

1. Create emotions

2. Do something unexpected

3. Avoid advertisements

4. Make sequels

5. Share it

6. Connection with comments

7. Never restrict access

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Examples

• Language training– http://www.youtube.com/watch?v=cUEkOVdUjHc– http://www.youtube.com/watch?v=YsCR9Y4Ymvo

• Ford Sport KA– http://www.youtube.com/watch?v=5dzi_8Rscfs

• Something special– http://www.youtube.com/watch?v=nojWJ6-XmeQ

• Kfee– http://www.youtube.com/watch?v=v7fTeT3g1AA

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Conclusion

• Phenomenon that encourages people to

pass along a message

• Similar to a virus

• Many advantages and disadvantages

• Good and efficient way to advertise

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Thank you for your attention!

For further information:www.fh-krems.ac.at

Tel.: +43 (0)2732-802-0Email: office@fh-krems.ac.at

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