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
Top Related