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Viral MarketingFocus on Social Networks
The web today
Is social in spirit Is distributed and diverse Is ‘mashable’ and extremely open to
integration Is often unpredictable, and sometimes
even hostile In short, is a fertile ground for possibilities,
and at the same time, full of challenges
What is Viral Marketing ?
Viral marketing - marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses.
It can be word-of-mouth delivered or enhanced by the network effects of the Internet.
Viral promotions may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages.
Facebook – Indian userbase
Total : 3.3 Million usersMale : female -- 66:33
Age-wise Breakdown
Age Bracket
Active Users
13-17 279,020
18-24 1,525,800
25-34 1,237,020
35-54 326,840
55+ 50,880
12 month growth % in India – 354.8%
(one of the fastest growing countries in terms of Facebook users)
* Source : Facebook Metrics, insidefacebook.com
Communication on Social Networks
See what my friends are up to: 86%
Sent a message to someone: 79%
Posted/updated my profile: 70%
Looked at profiles of people I didn’t know: 65%
Searched for someone that I used to know: 59%
Send a friend/connection request: 53%
Listened to music: 47%
Read a blog or journal: 51%
Wrote on someone’s profile page (e.g. wrote on a wall, posted a testimonial):
55%
Watched a video: 40%
Base: US online adult social networking site users, Source: North American Technographics Media And Marketing Online Survey, Q3 2007
Opportunities for Marketers
Advertising Banner Ads Contextual//NewsFeed/Flyer Ads Social Ads
Marketing Facebook & MySpace Pages and Sponsored Groups Causes
Word of Mouth/Interaction Applications Widgets
Intelligence Profiles and Network information Public Groups Polls & Research
Fifth P of Marketing: Participation
Social Media as well as social networking sites enable the Promotion aspect, especially the Word of Mouth part of it. Subsequently, the Word-of-Mouth and ‘connectedness’ component enables the 5th P of Marketing Participation.
Using Social Networks for Marketing
Customer community and relationship development
Support campaigns reaching social network users
Increasing the value and extend the “shelf life” of events
Differentiate your service through your customer connections
Social Network Participation
LISTEN
MEASUREPARTICIPAT
E
In discussions
To Customer Feedbacks
Reach, Conversion, Retention
Compare
Create a page for your employees
Use for peer recruitment Share event & corporate info
Open Discussions on your products
Gather Feedbacks Invite other users to join Go Viral (Applications) to pull
users