VIRAL MARKETING

PREPARED BY DR. GEMINI V JOY VIT VELLORE

 Brand Equity has Financial &
CONSUMER BASED BRAND EQUITY Marketing Perspectives
Revenue share & Share of
mind/heart

PREPARED BY DR. GEMINI V JOY VIT VELLORE

VIRAL MARKETING

Jeffrey Rayport “The Virus of Marketing” (December1996) Fast Company.

Word of Mouth
Marketers aim to emulate:
It is easily passed on.
The number of people who have been “infected” grows exponentially

PREPARED BY DR. GEMINI V JOY VIT VELLORE

VIRAL MARKETING : TYPES

•Organic (or in-the-wild) campaigns : Less or no initiation from the

marketer
•build tremendous brand equity at a marginal cost

•Amplified (or controlled) campaigns : Planned initiation by the marketer

with predefined goal and specific way of pass on which can be track &
quantify.

PREPARED BY DR. GEMINI V JOY VIT VELLORE

STAGES OF VIRAL MARKETING

Define Campaign Objectives and success criteria

Plan for message / content appealing the customers
Make your content easy to share
Make It as Simple as Possible for Users to Get Engaged
Be Authentic and Transparent
Provide an Incentive for Sharing and Interacting
Make the Message Available
Use a Strong Call to Action
Track, Analyze, and Optimize
Get Lucky
PREPARED BY DR. GEMINI V JOY VIT VELLORE
STAGES OF VIRAL MARKETING
Define Campaign Objectives and success criteria
Reach target the right audience
Build Links

Plan for message / content appealing the customers

 Make something scarce, Make something free and abundant, Be very funny, Be very
interesting, Be very informative, Be very educational, Be very unusual, Be a little
cryptic, Be the best, Create something users want to copy, Present the tools for a
mashup

PREPARED BY DR. GEMINI V JOY VIT VELLORE

STAGES OF VIRAL MARKETING

Make your content easy to share:

Share Buttons
Social media : an environment to host
content and means to share content

Make It as Simple as Possible for

Users to Get Engaged

Be Authentic and Transparent

that has values and morals and stands by them
no matter what while honestly divulging its
practices (flaws and all)
PREPARED BY DR. GEMINI V JOY VIT VELLORE
STAGES OF VIRAL MARKETING

Provide an Incentive for

Sharing and Interacting
Social Currency/Capital : influence
on social networks, online and
offline communities, and the degree
by which your business is shared by
others
Financial Incentive
Make the Message Available
spread of the message can usually be
traced to several core influencers
PREPARED BY DR. GEMINI V JOY VIT VELLORE
STAGES OF VIRAL MARKETING

Use a Strong Call to Action

Be sure on action you want the user to take next
Track, Analyze, and Optimize
Monitor customer interaction with your brand
ForwardTrack : geographical spread of a campaign over time
TubeMogul and VidMetrix : tracking and audience analysis for online videos
Get Lucky
Careful planning and great content with incentive
PREPARED BY DR. GEMINI V JOY VIT VELLORE
AVENUES OF VIRAL MARKETING

The viral effect can spread through many different networks,

including:

• Word-of-mouth
• Email
• Social networking sites (Facebook, Twitter, LinkedIn, etc)
• Video sharing sites (Youtube, Vimeo, etc)
• Web forums
PREPARED BY DR. GEMINI V JOY VIT VELLORE
BRAND ADVOCACY PYRAMID

Brand
Advocates
Regular clients, customers, or
consumers with no special opinion- Brand Adorers
leading powers

Brand Adopters

PREPARED BY DR. GEMINI V JOY VIT VELLORE Brand advocacy pyramid

 ONLINE REPUTATION MANAGEMENT

PREPARED BY DR. GEMINI V JOY VIT VELLORE

ONLINE REPUTATION MANAGEMENT (ORM)

an effort to influence what and how people think of a particular brand and its
company through monitoring and improving their businesses’ perceived value.
Tailoring strategies that shape or influence the public perception of an
organization which involves a combination of marketing, PR, legal, and SEO
strategies to promote, protect and defend a brand’s reputation online.

PREPARED BY DR. GEMINI V JOY VIT VELLORE

 TWO CYCLES OF ONLINE REPUTATION

VICIOUS CYCLE VIRTUOUS CYCLE

PREPARED BY DR. GEMINI V JOY VIT VELLORE

ORM PERSPECTIVES

Customer : primary research online to know if the brand is trustworthy

Employee : May feel insecure during negative online reputation

Stakeholder : Negative ORM leads to cash crunch

PREPARED BY DR. GEMINI V JOY VIT VELLORE

TYPES OF ORM
1. Search Engine Reputation Management
 Monitor, Repair and Improve

2. Social Media Reputation Management

 Use Social Media Listening Tools, Respond to Negative content and
Post Engaging and Relevant Content

3. Online Reviews Management

 Respond to negative reviews, promote positive reviews and ask for
reviews
PREPARED BY DR. GEMINI V JOY VIT VELLORE
 Manage
ORM PHASES: Online Monitoring
Reviews

Build Social Respond to

Media Negative
Presence Content

Cleaning
Push Positive
First Page of
Content
Google SERP

Improve
Search
Engine
Optimization
PREPARED BY DR. GEMINI V JOY VIT VELLORE
(SEO)
IMPORTANCE OF SENTIMENT ANALYSIS

Identification and interpretation of emotions

(positive, negative, and neutral) on different
platforms including twitter using natural language
processing (NLP) which can be done online by
using third-party tools
Share of voice : +ve –ve & neutral

Example

PREPARED BY DR. GEMINI V JOY VIT VELLORE

PREPARED BY DR. GEMINI V JOY VIT VELLORE