Viral MarketingMichelle Ku

Extreme Sheep LED Art

• http://www.youtube.com/watch?v=D2FX9rviEhw

What is Viral Marketing?

• Like a “virus”• “buzz”, “word-of-mouth”• Early online viral marketing example– “Get your free Hotmail account”

What is Viral Marketing?

• YouTube video is viral if it has 1 million views

What is Viral Marketing?

• any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence

7C’s – Rajesh Setty

• Content• Creativity• Characters• Comical• Community• Compelling• Chance

T-Mobile Dance

• http://www.youtube.com/watch?v=VQ3d3KigPQM

T-Mobile Dance

• 18,572,973 plays • 20,649 comments • #1 on Viral Video Chart• > 50 T-Mobile Facebook groups formed• Copycat (grassroots!) event at Central station

in Antwerp, Belgium

6 Key Elements to a Viral Marketing Strategy (Dr. Ralph F. Wilson)

1. Give something away for free2. Effortless transfer3. Scale easily from small to very large4. Exploit motivations and behaviours5. Utilize existing connection networks6. Take advantage of others’ resources

ReferencesLots of thanks to the following sources!

• http://www.rajeshsetty.com/2009/08/18/lessons-from-9-viral-videos-and-3-second-acts/• http://www.wilsonweb.com/wmt5/viral-principles.htm• http://webupon.com/video/how-do-you-make-a-video-go-viral/• http://www.unrulymedia.com/case-studies/t-mobile-dance.html• http://www.feedcompany.com/wp-content/uploads/

Feed_Company_Viral_Video_Marketing_Survey.pdf

My best appreciation for my offline sources...

• Dichter, Ernest (1966), “How Word-of-Mouth Advertising Works,” Harvard Business Review, 16, 147-• Bernoff, Josh and Red Shadler (2010), “Peer Influence Analysis: Using Social Technologies to Identify

Your Business’s Most Influential Customers,” except from “Empowered: Unleash your Employees…”

And a lot of love to Prof Robert Kozinets and my fellow classmates!