Date post: | 09-May-2015 |
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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
TOP 10
#10
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#9
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VIRAL MARKETING
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VIRAL MARKETING
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VIRAL MARKETING
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VIRAL MARKETING
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VIRAL MARKETING
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VIRAL MARKETING
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#1
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!