SM & Viral Marketing

P. Vigneswara Ilavarasan
http://web.iitd.ac.n/~vignesh
 Agenda
Viral Marketing
Conditions
Types
Advices

Vignesh 2
 Viral Marketing

Word-of- Exponential
mouth growth

Viral
sharing of Mktg.
information
abt. Product,
promotion etc.,
between a electronic
consumer and word-of-mouth.
Social media Use of social
a friend,
colleague, or media
other
acquaintance

Six degrees of separation

Vignesh 3
 Conditions
Right people need to get the right message under
right circumstances

Environment
Size of initial seeding population < 150
(Dunbars number)
Luck to be in the right place at the right time

Messa
ge Messengers
Mkt mavens Social Hubs
Memora (Receive) (Distribute)
ble
Interesti
Sales
ng
(Amplify)
Vignesh 4
 Types
Strokes of
Posi Luck Triumphs
tive ( (Whooper test
Diet Coke & Mento Burger King, GoPro)
Outco s
, Vans)
me
Neg Homemade
ativ Nightmares Issues
e (United) (Charlie & Jeremys PSP
blog - SONY)
Customers Company

Initiator of campaign

Vignesh 5
 Zarrellas Hierarchy of
Contagiousness
Posting
interesting
content more
followers Competition
To share:
between
People follow Information:
social reward
experts
in filling void
People follow Frequency of
who talk less - Understandabl
posts
I & retweet e

Share posts: Hint to share

Time of posts
Positive >
negative
5
 Advices

1. VM is as good as other mkt. mix

2. VM needs backing from traditional
channels
3. Excessive planning might kill VM
campaign
4. Highly provocative & edgy messages
work both ways!
5. Success comes with bit of luck and gut
feeling!
Vignesh 8
 Reference
Kaplan, A. M., & Haenlein, M. (2011). Two hearts in
three-quarter time: How to waltz the social
media/viral marketing dance. Business Horizons,
54, 253-263.
https://econsultancy.com/blog/64370-a-look-inside-
gopro-s-dazzling-youtube-strategy/

Vignesh 9
Q & A?

Vignesh 10
Thank you!

Vignesh 11