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Viral Marketing Key Success Factors for Launching a Viral davidgracia.com
Why is Viral Marketing important why how value Differentiation Tell a story Viral Campaigns ROI Higher reach Surprise the audience YouTube vs. Google More credibility Create an emotion YouTube vs. TV Higher involvement Engage people Value of Viral Effect Better ROI Make sequels Key Metrics
Opportunity for differentiation ,[object Object]
Every day it is more difficult to grab the attention of our target customers
The efficiency of traditional marketing techniques decreases,[object Object]
This amplifies the reach and speed of the diffusion of viral messages,[object Object]
People trust other people. 78% of people don’t trust advertising
In viral marketing the message comes with the endorsement of a trusted friend,[object Object]
Once a critical mass is reached the message gets spread virally (for free)
The higher the viral effect, the better the ROI of the campaign,[object Object]
In some cases they even create content or suggest new videos to be produced
Thus the % of targeted audience that remembers the brand is higher than in mass media,[object Object]
It’s all about a good story ,[object Object]
To encourage the pass-along rate it is important that your video does not sound like an add
The product or brand might appear explicitly but within a story,[object Object]
Never repeat something just because it worked in the past; leverage the novelty effect
Example: the tippex campaign surprises when the hunter goes out of the video and grab a tippex,[object Object]
The emotion might be humor, play the absurd, a fake-or-real situation…
Or the emotion might be terror or something controversial,[object Object]

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Viral Marketing

  • 1. Viral Marketing Key Success Factors for Launching a Viral davidgracia.com
  • 2. Why is Viral Marketing important why how value Differentiation Tell a story Viral Campaigns ROI Higher reach Surprise the audience YouTube vs. Google More credibility Create an emotion YouTube vs. TV Higher involvement Engage people Value of Viral Effect Better ROI Make sequels Key Metrics
  • 3.
  • 4. Every day it is more difficult to grab the attention of our target customers
  • 5.
  • 6.
  • 7. People trust other people. 78% of people don’t trust advertising
  • 8.
  • 9. Once a critical mass is reached the message gets spread virally (for free)
  • 10.
  • 11. In some cases they even create content or suggest new videos to be produced
  • 12.
  • 13.
  • 14. To encourage the pass-along rate it is important that your video does not sound like an add
  • 15.
  • 16. Never repeat something just because it worked in the past; leverage the novelty effect
  • 17.
  • 18. The emotion might be humor, play the absurd, a fake-or-real situation…
  • 19.
  • 20. Don’t just do a one-shot viral but make sequels to amplify the effect of the campaign over time
  • 21.
  • 22. Ask people to suggest new videos or create their own ones
  • 23.
  • 24. Depends on the objective Direct Sales Branding Purchasing Mood Social Mood Searching Browsing
  • 25. Social media vs Mass media Active Role Passive Role Engagement Interruption From Friends From Companies Viral Effect No free impacts
  • 26. Value of the Viral Effect reach cost X X Cost Per Click Net CostPer View Paid Views Total Views
  • 27.
  • 28. Likes
  • 29.
  • 31.
  • 33.