Viral marketing is a marketing technique relatively new, used by businesses of all sizes, including word of mouth, but refers mainly to social networking sites, to increase the brand image and sales.
Transfer: Information or message passing from one person to another in the middle of a conversation.
Encouraged: This is the technique of referrals, contact the delivery person receives a reward from the company.
Undercover: Stealth marketing to spread the message to many people as soon as possible.
Gossip: Create controversy challenging the boundaries of taste or convenience. Discussion of the resulting controversy can be considered a generator of “noise” and word of mouth advertising.
Database users: Through invitations to their databases to participate in their community, users create a viral chain of contacts that spreads and grows naturally self inviting others to join as well.
How to make viral content?
- The content has to be enough for the message to be transferred to another person easily.
- The content should be available without cost.
- The writing should be convincing enough to generate the required response.
6 Principles of Viral Marketing
- Delivery valuable products or services to attract attention, such as free email services or software programs.
- Must be able to be transferred to others effortlessly via email, websites, graphics, download software, etc.
- It allows for easy scalability.
- Exploits common motivations and take advantage of them, the desire for greed, the feeling of hunger and how to relieve it.
- Uses existing communication networks. Mainly through online social networks.
- Take advantage of other resources to spread the word.
How does it work?
In three phases:
Release momentum: Shows the initial wave that has a launch campaign.
Plateau: It represents the community conversation about the campaign on blogs, community forums, social networks, etc.
Long Tail: it is the legacy of a viral campaign and it is created by the giant number of references created by the same campaign.