Viral Marketing Theory

EMAKINABuzz Marketing & ViralViral Strategies andStrategiesBuzz MarketingEmakina AcademyWelcomeBrice Le BlévennecPresidentEmakinaAbout EmakinaEmakina is the leading independent Belgian web agency.We offer the following integrated services– creative consultancy and graphic design– web development and IT integration– e-business and strategic consultancy– marketing communication servicesWith an award-winning team of over +80 web experts,Emakina delivers state-of-the-art projects.Some Emakina CustomersBuzz Marketing– An event or activity that generates publicity, excitement, andinformation to the consumer.– It's usually something that combines a wacky, jaw-droppingevent or experience with pure branding, like tattooing yourforehead.– If buzz is done right, people will write about it, so it essentiallybecomes a great PR vehicle.– Buzz marketing typically includes one shot of adrenaline and achaser of product information.– Example:http://www.subservientchicken.comSource: “The word on Word of Mouth” by Dave Balter, President of BzzAgentViral Marketing– An attempt to deliver a marketing messagethat spreads quickly and exponentially among consumers.– Today, this often comes in the form of an email message orvideo.– Contrary to alarmists' fear, viral isn't evil.It isn't dishonest or unnatural.– At its best, it is word of mouth enabled, and at its worst,it's just another interruptive marketing message.– Example:http://www.virginmobile.com“Richard Branson is naked”Source: “The word on Word of Mouth” by Dave Balter, President of BzzAgentWord of Mouth– The most powerful medium on the planet– It's the actual sharing of an opinion abouta product or service between two or more consumers– It's what happens when people becomenatural brand advocates– It's the holy grail of marketers, CEOs and entrepreneurs,as it can make or break a product.– The key to its success:it's honest and natural.– Example:http://www.segway.comSource: “The word on Word of Mouth” by Dave Balter, President of BzzAgentSummaryBuzz MarketingViral StrategiesWord of MouthCreating excitementGet your audience to doYour customersbuildup leading to talk inyour marketing for youbecoming your brandthe streetevangelizersFocus = the talking aboutFocus = the spreading ofFocus = on brand coreyour promotionyour messagevaluesMail, SMS and Web areWeb is a key elementSpontaneous peer-to-integrated in apeer brand marketingmulti-channel campaignAuthenticity & CredibilityToday’s topic“Viral marketing is likesucceeding in Hollywood:every actor wants to do it,only a few succeed.”EMAKINAViral Strategies andBuzz Marketing