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Viral Marketing

Viral Marketing. Daniela | Carina | Martin | Mario | Patrik. Agenda. Beginning Advantages & Challenges Function & Goals Tools & Instruments 7 Hints Examples Conclusion. Definition.

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Viral Marketing

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  1. 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.”

  4. Definition • 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

  5. Beginning • 1996 • www.hotmail.com • Free e-mail service • Budget of $ 50.000 • 12 Million users within 18 months • Takeover by Microsoft for $ 400 million

  6. Example Hotmail

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

  8. 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

  9. function

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

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

  12. 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)

  13. Example Shareoption

  14. Example Tell-a-Friend

  15. Tools & Instruments

  16. 7 tips • Create emotions • Do somethingunexpected • Avoidadvertisements • Makesequels • Share it • Connection withcomments • Never restrictaccess

  17. 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

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

  19. Thank you for your attention! For further information: www.fh-krems.ac.at Tel.: +43 (0)2732-802-0 Email: office@fh-krems.ac.at

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