Viral marketing

Viral Marketing

Xiahong Lin

Overview

• Viral Marketing In Theory

• Viral Marketing In Practice

• Viral Marketing Practice

What is Viral Marketing?

I don’t know!

Until you tell me

Viral Marketing In Theory

• Viral marketing is a marketing techniquesthat use pre-existing social networkingservices and other technologies to produceincreases in brand awareness or to achieveother marketing objectives through self-replicating viral processes

Viral Marketing In Theory

• Viral Marketing is an user engagement ofsocial platforms

• Viral Marketing is an execution of idea

Why Photo and Video

• Intuitive and attractive

• Efficiency (both for delivery and view)

• Perception

• Copyright

Properties of viral products

• Small

• Repeat

• Familiarity

• Self-reflection

• Counter Intuition


• Viral is a nature• Having a strong mind to make thing suck


• Viral is unpredictable

• Finally, my heartfelt appreciation goes tomy boyfriend who has never appeared inthe past 25 years, which enables me tofocus on my research work. Thank you somuch.


• Making viral products is time consuming

• 100 places, 100 girls, 365 days, 1000 times

• Making viral products is embarrassing &tedious


• Viral has a extremely short life cycle

Viral vs. Marketing

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Viral

Marketing

How to make a viral product?

• Think about ito An idea could be as simple as singing one song,

reading one poem, saying one word

o World of Ass


• Talk about ito Getting feedback from your friends

o Make them excited

o Discussion: validate the potential to become popular


• Try ito Test the procedure

o Taste the feeling

o Prepare resources

o Verify the feasibility


• Tweak it

• Example: Pictures with 100+ girls• Three days

• 100 girls

Pictures with 100+girls at Purdue

How to market a viral product

• Share it

• Share it

• Share it

• Share it• Immediately

• New platform awaiting for fun staff

• Strangers are more powerful than friends

How do you make a video go viral?

1. Don’t be “too good” for marketing

2. Understand how things go viral on the internet

3. Release on Monday or Tuesday

4. Figure out who has a stake in your video

5. None of this matters if your video isn’t good

6. Tell a story

How do you make a video go viral?

7. Make your video shorter

8. Write a viral title

9. Know what you’re willing to compromise

10.What to do once you go viral

Viral Marketing In Practice

• Some viral products I have made

• Lesson learned

• Tips of making viral products

Doing Bad, Gaining Good

-《神马都是浮云》

- How to turn a gag into a serious work

神马都是浮云

啊…伟大的神马，千万网民膜拜着神马，他们的一举一动都是为神马。我不禁要问：神马到底是神马？千万网民到底在仰望神马？他们说神马都是浮云。可是我不知道浮云是神马。我只知道那云并不因我而飘浮，失落的浮云会转瞬变成雨水，滴落在我心，而神马却永远蛋定，神马永远是神马。

Doing Good, Gaining Bad

《袭胸孙燕姿》

- How to turn a brave behavior into a weirdscandal news

- 你都二十四岁了，早应该过了那个青春躁动的时期。

- http://v.youku.com/v_show/id_XMTExMzkyMDA0.html

袭胸孙燕姿

袭胸孙燕姿

Express Common Sense

《一个人的时候》

- Revoke common feeling of audience

- Strong motivation to share

- The idea

一个人的时候

Against Humanity

《程序员都是傻逼》

- Explicitly declaring a existed controversialstatement

- Strong motivation to debate

- The idea

程序员都是傻逼





Lesson learned

• 程序员颂o Time

o Content

• 人大女神 vs. 硅谷码农• Not everyone is crazy

• T-shirt Fashiono Reality isn’t like Imagination

Tips of making viral products

• Perform as weird as possible

• Add more fun facts EXPLICITLY

• Users are stupid!!!

• Users are lazy!!!

• If you looks normal, audience feels boring

• If you looks exaggerated, audience feelsnormal

Viral Marketing Practice

• 小学语文课文重温

• 复古

• 幼稚

• 搞笑

• 重温

《秋天到了》

• 秋天到了

• 天气凉了,

• 一片片黄叶从树上落下来。

• 一群大雁往南飞，

• 一会儿排成个人字，

• 一会儿排成个一字。

• 啊！秋天到了。

《秋天到了》

老师：上课

科代表：起立

同学们：老师好

老师：坐下

同学们，今天我们来学习小学二年级课文第五课，《秋天到了》。现在让我们一起来朗读一遍：秋天到了，预备～～～起

《秋天到了》

非常的好，同学们，诗歌诗歌，它既可以作为诗来朗诵，也可以作为歌来吟唱。现在让科代表来唱一下这篇课文。

To be continued…

Q&A

Education

Viral marketing