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. Strategy. Types of campaigns. Transmission methods - Part II

Viral Marketing Strategy

Continued from previous post Viral Marketing. What is. Origin. Elements - Part I

Good viral marketing strategy has to take into account the following points:

gifts and free word : Most viral marketing programs give away products or services to attract attention, such as delivering information, an email account, screen savers, software that contains somewhere the brand image, etc. viral practice delays the benefits , because the results are not obtained at the time, but if it generates some interest in something offered for free, impact on our brand image and reinforce their confidence , which translates future benefits.

viral stocks only spread rapidly if easy to convey and duplicating . The message must be simplified to facilitate transmission and the shorter the better.

Maximize recommendations: To encourage users to share its network with our message, applies the Share feature that we can put on the site and a surfer with Facebook account interested in this content, you can automatically post it to your Facebook account so that all your friends will see the message, and if they attract, they can in turn publish on its Web site Facebook, and thus generates a chain exponentially. The same applies to Twitter and RT possibility of something that we liked.

Adapt concept Message characteristics of our audience . To do this we must take into account the tastes and needs of our audience and find the channels most likely to begin its expansion, thereby seeking to make the campaign not only precise and expansive.

The results : These will be reflected in a significant increase in visits to the website of the company, the number of subscribers to newsletters, sales, etc. It is convenient to use tools to evaluate the performance of each channel used, and thus measure its effectiveness.

Pass: A message which encourages the user to pass it on to others. The crudest form of the protocol are chain mail, including a request the user to forward the message. Are more effective short video clips with humorous content, which people spontaneously forward. Viral

encouraged: it offers a reward for forwarding the message or by e-mail to someone. It's a way to increase possible shipping addresses dramatically. However, it is much more effective when the offer requires that a third party to do something.

undercover Marketing: A viral message presented as a page, activity or attractive or unusual news, no clear reference to put a link or pass. In undercover marketing is not clear that is engaged in a marketing campaign. It takes a special effort to make it appear that the discovery is spontaneous and informal. "Tracks" in the real world, such as graffiti appearing in cities with key viral words, are used frequently to encourage people to investigate the "mystery" displayed. This may be the form of viral marketing more difficult to identify as such, due to the large amount of unusual and interesting content that exists on the Internet, especially as companies try to imitate the style and content of amateur websites.

Fan Clubs and Associations friends: They assume the translation of the phenomenon of fan club of singers, actors and athletes to the world of business or any of its products. In this strategy a user creates all of the surrounding fans club (website, forum, channel microblogging, etc.) To discuss the promotion of the company / product and attract the same criticism. In this way it seeks to convey an image of the transmitted information is not from the same company (which is especially valuable when it comes to justifying deficiencies in the company or explain the conditions hidden in promotional campaigns), but users of it.

rumor: announcements, news or messages that touch the limits of propriety or good taste. The discussion of the controversy resulting publicity generated as rumors and word of mouth. For example, before the marketing of a film some Hollywood movie stars get married, get divorced, are arrested or are involved in a controversy that draws attention to them.

database maintained by the user: Users create and manage their own lists of contacts using a database provided by an online service. To invite other members to participate in their community, users are creating a network of contacts and self-replicating viral naturally grows and encourages others to register.

Web mouth: writing a web-based form that converts the information into an e-mail sent to the intended recipients. For example, is common in newspaper Web sites and news agencies to be included in each article a link to send to a friend automatically. In this way all the information becomes Article in an e-mail.

Email to mouth: is spontaneous forwarding emails, and jokes, quizzes and photos "committed."

mouth IM: Perhaps the mode of transmission with a higher growth rate, is sending hyperlinks using instant messaging programs (IM, Instant Messaging) such as MSN, Yahoo or Google Talk. This method is popular with many young people, and is more likely to rely on a link sent by a friend with me that if the same friend emailed.

references Reward: Sometimes marketing companies offer rewards for users to send addresses, favoring either of the methods discussed above.