(part 6)Viral marketting Examples
BMW
BMW launched a series of eight high-cost, high-production short films released on BMW's website. The films were produced and directed by such acclaimed filmmakers as David Fincher and Guy Richie and starred actors such as Don Cheadle, Clive Owen, and even Madonna. Within the first four months of release, the films attracted over 11 million views and sent BMW sells up 12% in 2001 alone. The success of the BMW series has prompted many other car manufacturers such as Nissan to adopt a similar internet-based strategy.
Tourism Queensland
The Australian Government promoted what they described simply as "the best job in the world" with a massively successful Internet campaign. The job is to be paid $100,000 for a 6-month contract to be caretaker of a series of islands in the Great Barrier Reef (off Australia's coast). The point of this position is to have the person selected for the job broadcast weekly video blogs promoting the area. The promotion was a massive success. The Australian government broke the story via traditional media (Reuters) and then sustained the buzz over an array of online networks including YouTube, Ning, Twitter, and Facebook.
2010年7月4日 星期日
2010年7月3日 星期六
(Part5) Pros and Cons of Viral marketing on "Act On" campaign
We know that there are many examples that companies use viral marketing to increase brand awareness and to achieve marketing objectives. In fact, the using of viral marketing is not limited to companies, but also the government. In 2009, Barack Obama's presidential win had about as much to do with social media and viral marketing skills, he accomplished this by strategically tapping into nearly every major social media outlet.At the time of Obama's inauguration in January 2009, the President had 13 million people on his email list, 3 million online donors, 5 million friends on more than 15 different social networking sits including 3 million friends on Facebook, 8.5 million monthly visitors to MyBarackObama.com, nearly 2,000 official YouTube videos (with more than 80 million views and 135,000 subscribers), and more than 3 million people signed up for his text messaging program, that's why he won in the election. Now, Hong Kong governemt would like to learn what's Obama did. Let's discuss the pros of using Viral marketing on "Act ON" campaign.
1. Reachable
Viral marketing concerns on reaching people through internet. Hence, you can reach anyone at anytime and any places. That means there is no limitation on who you can reach.Hong Kong government can reach its target audience, included youth gorups by using these social network ( Facebook and Youtube).
2. Cost effective
Viral marketing usually uses techniques like joining social networks, building profiles, writing blogs and making videos. So, you can do whatever you want with a small cost or even free of charge.Compare to the traditional advertising, the cost must be much lower by using these social network.
3. Fast recognition
Without any restrictions or reservations, medium allows you to be as creative as you want. When people come over with the creative advertising many times, they will start recognizing the Act On campaign. People are easy to remember those advertising videos and logo, it helps the Hong Kong government to sell their political campaign.
There are always advantages and disadvantages in everything; there are no exceptions, especially for viral marketing. Now, let me explain cons of viral marketing as below.
1. Nuisance Factor
People get so many internet noises everyday; they have difficulty to determine which message they should pay attention to. The message, just like a spam mail, is likely to be deleted or ignored instead of being passed on to the other people. Therefore, the messages posted by government might be ignored.
2. Negative Buzz
People most likely to talk about the bad things rather than the good things, people will not take time to proof the negative news. As a result, public most like to concern about the bad news ( source: http://hk.news.yahoo.com/article/100601/3/icl4.html) rather than the content of the " Act on" campaign.
3.Hard to measure
Viral marketing can be a hit and miss proposition, or unless the campaign is being handled by experience individuals; it can be very difficult to determine whether it is a worthwhile proposition. The effectiveness of using viral marketing in this case is difficult to measure.
We know that there are many examples that companies use viral marketing to increase brand awareness and to achieve marketing objectives. In fact, the using of viral marketing is not limited to companies, but also the government. In 2009, Barack Obama's presidential win had about as much to do with social media and viral marketing skills, he accomplished this by strategically tapping into nearly every major social media outlet.At the time of Obama's inauguration in January 2009, the President had 13 million people on his email list, 3 million online donors, 5 million friends on more than 15 different social networking sits including 3 million friends on Facebook, 8.5 million monthly visitors to MyBarackObama.com, nearly 2,000 official YouTube videos (with more than 80 million views and 135,000 subscribers), and more than 3 million people signed up for his text messaging program, that's why he won in the election. Now, Hong Kong governemt would like to learn what's Obama did. Let's discuss the pros of using Viral marketing on "Act ON" campaign.
1. Reachable
Viral marketing concerns on reaching people through internet. Hence, you can reach anyone at anytime and any places. That means there is no limitation on who you can reach.Hong Kong government can reach its target audience, included youth gorups by using these social network ( Facebook and Youtube).
2. Cost effective
Viral marketing usually uses techniques like joining social networks, building profiles, writing blogs and making videos. So, you can do whatever you want with a small cost or even free of charge.Compare to the traditional advertising, the cost must be much lower by using these social network.
3. Fast recognition
Without any restrictions or reservations, medium allows you to be as creative as you want. When people come over with the creative advertising many times, they will start recognizing the Act On campaign. People are easy to remember those advertising videos and logo, it helps the Hong Kong government to sell their political campaign.
There are always advantages and disadvantages in everything; there are no exceptions, especially for viral marketing. Now, let me explain cons of viral marketing as below.
1. Nuisance Factor
People get so many internet noises everyday; they have difficulty to determine which message they should pay attention to. The message, just like a spam mail, is likely to be deleted or ignored instead of being passed on to the other people. Therefore, the messages posted by government might be ignored.
2. Negative Buzz
People most likely to talk about the bad things rather than the good things, people will not take time to proof the negative news. As a result, public most like to concern about the bad news ( source: http://hk.news.yahoo.com/article/100601/3/icl4.html) rather than the content of the " Act on" campaign.
3.Hard to measure
Viral marketing can be a hit and miss proposition, or unless the campaign is being handled by experience individuals; it can be very difficult to determine whether it is a worthwhile proposition. The effectiveness of using viral marketing in this case is difficult to measure.
(part4 ) Viral marketing case-- "Act on" Campaign on facebook and youtube
Donald avoids protesters in big sell
ColleenLee
Monday, June 14, 2010
Chief Executive Donald Tsang Yam- kuen yesterday continued his "Act Now" campaign - minus the protesters, as his itinerary was concealed from the media.
Accompanied by wife Selina Tsang Pau Siu-mei and his aides, Tsang visited Shau Kei Wan, Wan Chai and Central - the districts in which he grew up - to canvass support for the 2012 political reform package.
The motions are scheduled to be put to the vote in the Legislative Council on June 23.
In the clips uploaded by the government to the social-networking site Facebook, Tsang was warmly welcomed when he handed out "Act Now" flyers and pins to shop workers and passers-by, in contrast to earlier campaigns in which there was heckling.
Technique used in this case:
The buzzwords viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet.[1] Viral promotions may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages.
Donald avoids protesters in big sell
ColleenLee
Monday, June 14, 2010
Chief Executive Donald Tsang Yam- kuen yesterday continued his "Act Now" campaign - minus the protesters, as his itinerary was concealed from the media.
Accompanied by wife Selina Tsang Pau Siu-mei and his aides, Tsang visited Shau Kei Wan, Wan Chai and Central - the districts in which he grew up - to canvass support for the 2012 political reform package.
The motions are scheduled to be put to the vote in the Legislative Council on June 23.
In the clips uploaded by the government to the social-networking site Facebook, Tsang was warmly welcomed when he handed out "Act Now" flyers and pins to shop workers and passers-by, in contrast to earlier campaigns in which there was heckling.
Technique used in this case:
The buzzwords viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet.[1] Viral promotions may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages.
( part 3) Tips for Viral marketing
Viral marketing” is basically word-of-mouth/referral marketing via the Internet. From emails to video clips and games, marketers have developed this strategy with sometimes exponential results. As Thomas Baekdal, an internet coordinator, says, viral marketing usually has “500-1000 times greater impact than what you get from regular advertisements.”We’ve gathered some information on the pros and cons of viral marketing, along with tips on making it more effective for you as photographers.
Concentrate on the content…the story
Yes, you want to create a strong emotion (strong enough that the readers want to share it with others). However, creating a mini advertisement is not going to do that by itself. Consider the consumer-created ad clips on major company websites (such as Doritos’ contest for the Super Bowl commercial). Those clips were shared on YouTube and other places, not for the product,but for the humor and the people behind the clip.
Be careful when you ask readers to forward something
Although you can (and probably should) remind readers that they are free to forward your
message on to others, remind them to send it only to those they believe would be interested.
Otherwise, it could be interpreted as SPAM by some unsuspecting recipient who is not interested in photographic services at all.
Keep your brand image clear
While the “story” should be the main focus of the email/clip, you should still include your company name, logo, and contact information. It both lends credibility to the message and makes you more recognizable, especially to those who don’t know you personally…as may well be the case if the message is forwarded on.
Make it sharable
You want the message to be forwarded and shared beyond your own email list. That means you have to make it easy to share! Make sure the content is easily downloadable or copied; allow links to your website; allow publishing on YouTube and other networks; and so on.
You may even want to connect the message/clip with a blog (whether new or created). This can serve several purposes: One, customers can talk about it on your own site. Two, new people (recipients of viral marketing) can learn more directly from your current customers. And three, people can talk directly to you!
RESOURCES
Baekdal, Thomas. “7 tricks to viral web marketing.” Baekdal.com. (November 23, 2006)
http://www.baekdal.com/articles/Branding/viral-marketing-tricks/.
Partner, Lynda. “Viral Marketing, Email Style (part one of two).” MarketingProfs.com. (October 8, 2002)
http://www.marketingprofs.com/print.asp?source=/2/partner1.asp.
Partner, Lynda. “Viral Marketing, Email Style (part 2).” MarketingProfs.com. (October 15, 2002).
http://www.marketingprofs.com/2/partner2.asp.
Viral marketing” is basically word-of-mouth/referral marketing via the Internet. From emails to video clips and games, marketers have developed this strategy with sometimes exponential results. As Thomas Baekdal, an internet coordinator, says, viral marketing usually has “500-1000 times greater impact than what you get from regular advertisements.”We’ve gathered some information on the pros and cons of viral marketing, along with tips on making it more effective for you as photographers.
Concentrate on the content…the story
Yes, you want to create a strong emotion (strong enough that the readers want to share it with others). However, creating a mini advertisement is not going to do that by itself. Consider the consumer-created ad clips on major company websites (such as Doritos’ contest for the Super Bowl commercial). Those clips were shared on YouTube and other places, not for the product,but for the humor and the people behind the clip.
Be careful when you ask readers to forward something
Although you can (and probably should) remind readers that they are free to forward your
message on to others, remind them to send it only to those they believe would be interested.
Otherwise, it could be interpreted as SPAM by some unsuspecting recipient who is not interested in photographic services at all.
Keep your brand image clear
While the “story” should be the main focus of the email/clip, you should still include your company name, logo, and contact information. It both lends credibility to the message and makes you more recognizable, especially to those who don’t know you personally…as may well be the case if the message is forwarded on.
Make it sharable
You want the message to be forwarded and shared beyond your own email list. That means you have to make it easy to share! Make sure the content is easily downloadable or copied; allow links to your website; allow publishing on YouTube and other networks; and so on.
You may even want to connect the message/clip with a blog (whether new or created). This can serve several purposes: One, customers can talk about it on your own site. Two, new people (recipients of viral marketing) can learn more directly from your current customers. And three, people can talk directly to you!
RESOURCES
Baekdal, Thomas. “7 tricks to viral web marketing.” Baekdal.com. (November 23, 2006)
http://www.baekdal.com/articles/Branding/viral-marketing-tricks/.
Partner, Lynda. “Viral Marketing, Email Style (part one of two).” MarketingProfs.com. (October 8, 2002)
http://www.marketingprofs.com/print.asp?source=/2/partner1.asp.
Partner, Lynda. “Viral Marketing, Email Style (part 2).” MarketingProfs.com. (October 15, 2002).
http://www.marketingprofs.com/2/partner2.asp.
(Part2 ) Principle and technique for viral marketing
Accept this fact. Some viral marketing strategies work better than others, and few work as well as the simple Hotmail.com strategy. But below are the six basic elements you hope to include in your strategy. A viral marketing strategy need not contain ALL these elements, but the more elements it embraces, the more powerful the results are likely to be. An effective viral marketing strategy:
1.Gives away products or services
2.Provides for effortless transfer to others
3.Scales easily from small to very large
4.Exploits common motivations and behaviors
5.Utilizes existing communication networks
6.Takes advantage of others' resources
source: http://www.wilsonweb.com/wmt5/viral-principles.htm
Everyone is looking for ways to draw unique visitors to there website, fact is many people spent a vast amount of there profits advertising. Many webmasters don’t understand that one return visitor is worth more than five visits from a targeted advertising campaign that stay for a few seconds. Building a community is a great way to draw visitors back to your website.
The best way to produce this effect is offer your website visitors a way to communicate with each other through a forum or message board. Make sure your forum or message board’s general topic is highly related to your websites purpose or product, this way you know that the return visitors will be interested in your product!
Another great way to build a sense of community is to make available to your visitors a form where they can submit there comments or suggestions, this will let your future customer feel that his opinion is being counted and they can make a difference.
Affiliate Program
Affiliate programs are a superior way to make a phenomenal amount of extra money and draw tons of new visitors! You may ask yourself why affiliate programs are always so successful? Yet there is a very simple answer, and that is that with affiliate programs everyone wins!
Set up an affiliate program on your website and you could double or triple your sales and watch as your traffic goes through the roof! The reason for this is because with affiliate programs there is incentive on both sides. First the affiliates are interested in making money by selling your product, and if you pay your affiliates enough you will have no need to advertise for you site any longer because the sales will be pouring in! Also suggest that you pay your affiliates percents of how much your product cost, that way they have more incentive to try to sell your most expensive product! Ways affiliate programs benefit the owner is simple: it draws sales and visitors.
Offer Free "Stuff"
Easily the simplest viral marketing technique. By offering your visitors something free in exchange for perhaps a verified email address, you can then email those visitors and notify them about updates on your website or product sales. Word of mouth always has been and always will be the best marketing technique and marketing gurus have known this forever!
There are numerous resources where you can download free stuff then turn around and give it away to your visitors. Some great ideas to get you started off is to offer your visitors free ebooks and free software. This software might cost a substantial amount of money to develop but it’s a one time fee for a decent stream of visitors for life! The options are endless, find something your visitors want and watch them roll on in!
source: http://www.buzzle.com/editorials/2-18-2005-65950.asp
Accept this fact. Some viral marketing strategies work better than others, and few work as well as the simple Hotmail.com strategy. But below are the six basic elements you hope to include in your strategy. A viral marketing strategy need not contain ALL these elements, but the more elements it embraces, the more powerful the results are likely to be. An effective viral marketing strategy:
1.Gives away products or services
2.Provides for effortless transfer to others
3.Scales easily from small to very large
4.Exploits common motivations and behaviors
5.Utilizes existing communication networks
6.Takes advantage of others' resources
source: http://www.wilsonweb.com/wmt5/viral-principles.htm
- Viral Marketing Techniques
Everyone is looking for ways to draw unique visitors to there website, fact is many people spent a vast amount of there profits advertising. Many webmasters don’t understand that one return visitor is worth more than five visits from a targeted advertising campaign that stay for a few seconds. Building a community is a great way to draw visitors back to your website.
The best way to produce this effect is offer your website visitors a way to communicate with each other through a forum or message board. Make sure your forum or message board’s general topic is highly related to your websites purpose or product, this way you know that the return visitors will be interested in your product!
Another great way to build a sense of community is to make available to your visitors a form where they can submit there comments or suggestions, this will let your future customer feel that his opinion is being counted and they can make a difference.
Affiliate Program
Affiliate programs are a superior way to make a phenomenal amount of extra money and draw tons of new visitors! You may ask yourself why affiliate programs are always so successful? Yet there is a very simple answer, and that is that with affiliate programs everyone wins!
Set up an affiliate program on your website and you could double or triple your sales and watch as your traffic goes through the roof! The reason for this is because with affiliate programs there is incentive on both sides. First the affiliates are interested in making money by selling your product, and if you pay your affiliates enough you will have no need to advertise for you site any longer because the sales will be pouring in! Also suggest that you pay your affiliates percents of how much your product cost, that way they have more incentive to try to sell your most expensive product! Ways affiliate programs benefit the owner is simple: it draws sales and visitors.
Offer Free "Stuff"
Easily the simplest viral marketing technique. By offering your visitors something free in exchange for perhaps a verified email address, you can then email those visitors and notify them about updates on your website or product sales. Word of mouth always has been and always will be the best marketing technique and marketing gurus have known this forever!
There are numerous resources where you can download free stuff then turn around and give it away to your visitors. Some great ideas to get you started off is to offer your visitors free ebooks and free software. This software might cost a substantial amount of money to develop but it’s a one time fee for a decent stream of visitors for life! The options are endless, find something your visitors want and watch them roll on in!
source: http://www.buzzle.com/editorials/2-18-2005-65950.asp
2010年7月2日 星期五
(Part1) Definiton of Viral marketing
Do you know the definition of viral marketing? If you are unclear, now is the time to pay attention, because what you don't know could be negatively affecting your business.
Cyber space is abuzz with internet viral marketing and how to boost one’s business through a viral marketing campaign. The most common and basic definition of viral marketing offered by the search engines is that it is spreading a message (much like a virus; hence the word “viral”) about one’s products or services as a way to promote them.
The most important question that viral marketers must ask themselves when crafting a viral marketing campaign, therefore, is what’s in it for the consumers. Why should people even bother to spread their message to others?
Another important element of viral marketing—it’s the most important, actually; it’s why marketers are going ga-ga over viral marketing!—is that the message must bring about the ultimate desired effect: increase in sales through brand awareness. And one of the most popular ways of spreading this message is through starting an ezine and viral email marketing.
http://www.manifest-passive-income.com/definitionofviralmarketing.html
The buzzwords viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet.[1] Viral promotions may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages.
The goal of marketers interested in creating successful viral marketing programs is to identify individuals with high Social Networking Potential (SNP) and create viral messages that appeal to this segment of the population and have a high probability of being taken by another competitor.
The term "viral marketing" has also been used pejoratively to refer to stealth marketing campaigns—the unscrupulous use of astroturfing on-line combined with undermarket advertising in shopping centers to create the impression of spontaneous word of mouth enthusiasm.
http://en.wikipedia.org/wiki/Viral_marketing
Do you know the definition of viral marketing? If you are unclear, now is the time to pay attention, because what you don't know could be negatively affecting your business.
Cyber space is abuzz with internet viral marketing and how to boost one’s business through a viral marketing campaign. The most common and basic definition of viral marketing offered by the search engines is that it is spreading a message (much like a virus; hence the word “viral”) about one’s products or services as a way to promote them.
- Word of Mouth and Internet Viral Marketing
The most important question that viral marketers must ask themselves when crafting a viral marketing campaign, therefore, is what’s in it for the consumers. Why should people even bother to spread their message to others?
- The Definition of Viral Marketing Uncovered
Another important element of viral marketing—it’s the most important, actually; it’s why marketers are going ga-ga over viral marketing!—is that the message must bring about the ultimate desired effect: increase in sales through brand awareness. And one of the most popular ways of spreading this message is through starting an ezine and viral email marketing.
http://www.manifest-passive-income.com/definitionofviralmarketing.html
- Definition of Viral Marketing ( from Wikipedia)
The buzzwords viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet.[1] Viral promotions may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages.
The goal of marketers interested in creating successful viral marketing programs is to identify individuals with high Social Networking Potential (SNP) and create viral messages that appeal to this segment of the population and have a high probability of being taken by another competitor.
The term "viral marketing" has also been used pejoratively to refer to stealth marketing campaigns—the unscrupulous use of astroturfing on-line combined with undermarket advertising in shopping centers to create the impression of spontaneous word of mouth enthusiasm.
http://en.wikipedia.org/wiki/Viral_marketing
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