1. VIRAL MARKETING
Introduction
Ducarmois Baptiste

2. VIRAL MARKETING
DEFINITION
Viral or buzz marketing is a buzzword referring to marketing
techniques that use pre-existing technologies to achieve other
marketing objectives (such as product sales) through viral
processes, analogous to the spread of viruses.
Howard, Theresa (2005-06-23). "USAToday: Viral advertising spreads through marketing plans". USA
Today. Retrieved 2010-05-27. June 23, 2005, 2005
What is it?

3. VIRAL MARKETING
« Viral » marketing is a reference to the word « Virus », because
information grow as fast as viruses.
INTERNET
$€$
Web 2.0
What is it?

4. VIRAL MARKETING
Viral marketing must be dynamic. It needs the customers want to
answer, click, and share your message.
Examples:
e-mailing campaigns
Games and contests
Blogs, informative websites,…
Provide discounts
E-cards
How does it work?

5. VIRAL MARKETING
New customers
E-reputation
Main objectives?

6. VIRAL MARKETING
Customers alter the main message
Laws
Turn « flop » in « top » !
Inconvenances?

7. VIRAL MARKETING
Step 1: Make it Simple
less than 10 seconds
What kind of campaign?
Steps for a good viral campaign

8. VIRAL MARKETING
Step 2: Make it Relevant
Appeal to the
vast majority of people
Steps for a good viral campaign

9. VIRAL MARKETING
Step 3: Create Sales Opportunities
Goal of a marketing campaign:
 Ensure to provide links / vouchers
Steps for a good viral campaign

10. VIRAL MARKETING
Step 4: Use the Right Technology
Strong technology to support viral spread
How to spread the campaign?
Steps for a good viral campaign

11. VIRAL MARKETING
Step 5: Reflect the Brand
Company easy to recognize
Message must fit to brand’s values.
Previously used messages
Steps for a good viral campaign

12. VIRAL MARKETING
Step 6: Word of Mouse
YOUR AD
Steps for a good
viral campaign

13. VIRAL MARKETING
Step 7: Reward the User
People are interested by benefits
 Give them some!
Steps for a good viral campaign

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1° What is the main objective of viral marketing ?
A: find new customers, (take care of E-reputation)
2° How many steps are required in viral marketing process?
A: Seven
3° Give an example of bad buzz turned into good buzz.
A: La Redoute
Questions

25. VIRAL MARKETING
Thank you for your attention!
Ducarmois Baptiste