Studying the international way Viral Marketing Daniela | Carina | Martin | Mario | Patrik

2 Agenda Beginning Advantages & Challenges Function & Goals Tools & Instruments 7 Hints Examples Conclusion

3 Definition “Viral marketing is a phenomenon that facilitates and encourages people to pass along a marketing message.”

Definition 4 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 Free service Budget of $ Million users within 18 months Takeover by Microsoft for $ 400 million

Example Hotmail 6

Advantages Cheap and low costs Extensive reach High credibility High efficiency 7

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 8

function 9

Goals Sales increase Customer acquisition Customer satisfaction Customer loyalty Increase traffic of websites Increase brand awareness 10

Tools & Instruments Distinction: Active & passive tools & Websites Forums & Social networks Online Broadcasts & Podcasts Instant Messengers Online games | quizzes 11

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) 12

Example Shareoption 13

Example Tell-a-Friend 14

Tools & Instruments 15

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 16

Examples Language training – – Ford Sport KA – Something special – Kfee – 17

Conclusion Phenomenon that encourages people to pass along a message Similar to a virus Many advantages and disadvantages Good and efficient way to advertise 18

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