viralmarketing presentation

Viral marketingDiploma thesis presentation

Academic year: 2008/2009 Author: Antonín Parma Supervisor: Mgr. Pavel Hacker

“the medium is the message.”Marshall McLuhan, 1964

tendencies in corporate communication politics

passiVe communication form

linear communication model

Sender Message Medium Receiver Effect

Noise

media fragmentation

10031960 2004

Number of TV spots needed for addressing 80 % of consumers Data source: Business Week: The Vanishing Mass Market, 2004

actiVe communication form

Jakobson’s communication model

SenderEmotive f.

MessagePoetic f.

ReceiverConative f.

ContactPhatic f.

ContextReferential f.

CodeMetalingual f.

“People influence people. Nothing influences people more than a recommendation from a trusted friend.” Mark Zuckerberg, 2007

Viral marketing means spreading commercial message via social networks.It’s a planned activity that, thanks to its character, motivates the recipient to turn into the propagator.

elements of Viral marketing

elements of Viral marketing

Message content

Points of spreading

The propagator

Content itself is a commercial message.It’s not announced by the ad stanza or by the line saying „ad“, it’s not attached as a banner, print ad or TV spot.

message content

Story

StickinessDepth

Relevance

PortabilityTiming

Shareability

Contenthook

Choise of sufficient points of spreading and their amount increases chance of viral spreading. The higher amount of initializing points the quicker spread of the campaign. And on top of that, we can eliminate possible failure of some of them points.

Points causing avalanche effect are outstanding.

points of spreading

Search

WebsitesMessengery

Word of mouth

Social networksEmails

Chats andcomments

BlogsMobiles and PDAs

Widgets Link integrators

Video servers

The main movers are the users/propagators themself.Only if they accept the message, spread it and discuss it inside the social network, then we can talk about viral spreading.

the propagator

Social reasons(reputation)

Emotional reasons(entertainment)

Pragmatic reasons(true value)

The spread of viral message is a result of many random processes and circumstances.The character of individuals participating on the first boom isn’t important for setting up the final effect, the most important is the structure of the social network.

social network

mass media communication model

Source: Watts D.

“two step” communication model

Source: Watts D.

“The problem, I think, is that we have been defining influentials incorrectly. They are not a particular class of people (...) Instead, the title of influential migrates from one person to the next depending on the topic of interest.”Duncan J. Watts, 2007

watts’s communication model

Source: Watts D.

Viral spread

Comparison of time progress of traditional and viral campaign Data source: Hacker P.

Viral campaign Traditional campaign

The campaign results can’t be properly quantifiable in many cases. So it‘s success or failure can be hardly measured.Despite that viral marketing offers many possibilities of observing the campaign ability of getting attention, getting users involved and allowing them create added value of the brand.

measurment and eValuation

Likeability

AwarenessRelevance

Frequency

EngagementAttention

Loyalty

Dispersion

Reach

conclusion

Viral marketing principles allow us addressing a huge group of potential consumers and still keeping the media budget low. It’s redeemed not only by high demands of realisation with doubtful result but even by the need of complex change of thinking about the communication process.

Viral marketing can works as a single tool only in small percentage of usage. Most effective is in combination with other tools of communication mix, which can be suitably complement, further develop and promote.

Viral marketing can be used as a communication tool for the majority of all types of companies by the right choice of propagators.Propriety of it’s usage is determinated more by the initial creative input, content of message and its meaning for user than by concrete brand.

thank you for your attention