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VIRAL MARKETING

AnnisaPublishing

Agate Studio

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WHAT IS VIRAL MARKETING?

“Viral marketing is an idea that spreads—and an idea that while it is spreading actually helps market your business or cause” –Seth Godin.

Kotler & Armstrong defines Viral Marketing as the internet version of word of mouthmarketing, which is activity happens when business does something, and their consumer tells the business to some people.

Resident Evil 5 “Kijuju” Campaign by Capcom (2009)

After 100,000 people watched the first video, the next video in the series was unlocked for viewing. Individuals who brought back at least five people to watch the video also received access to special rewards, including access to exclusive content, leaderboards, and more.

Total shares received : More than 500,000 shares

Sengoku IXA “Call to Arms”

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SIX PRINCIPLES OF CONTAGIOUSNESS

Based on Jonah Berger’s book “Contagious”, Viral Marketing has some ”Ingredients” or principles which will make content go viral.

Social CurrencyWe share things that make us look good

TriggersEasily memorable information, top of mind

EmotionHigh arousal emotions like awe, excitement, anger,

amusement, humor drive people to action

PublicProducts and ideas be made publicly observable

Practical ValueNews people can use

StoriesPeople are inherent storytellers, and all great brands

also learn to tell stories

Flappy Bird high scores

“The Hardest Game Ever”

Anger & Excitement

#flapflap in Facebook & Twitter

Playing Experience

Lesson story behind the game

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1. Simple question : “Would you reccomend to a friend?”

2. The Essential Metric for Word of Mouth on the Internet:

WOM Score = Word of Mouth

=

WOM Score tells the true value of an impression or click with WOM on the internet. WOM Score also helps to know total clicks amount and actual CPC.

Total Clicks = WOM x Direct clicks

Actual WOM CPC =

3. Total shares, likes, and comments on social media also could track Viral Marketing and Word of Mouth.

clicksdirectofNumber

tionsrecommendafromclicksofNumberclicksdirectofNumber

WOM

CPC

How to track viral marketing and word of mouth:

Source

• “Contagious-Why Things Catch On” – Jonah Berger

• “Principles of Marketing 14th Edition” – Kotler Keller & Kevin Lane

• “Data-Driven Marketing, the 15 Metrics Everyone in Marketing Should Know” – Mark Jeffery

Thank you!