Prendere 2 piccioni con una fava https://www.manager.it/default.asp?page=A_viraltyp.html

1. Tactics,
Objectives,
Mechanics

2. 20th Century Marketing Paradigm
Creates Main
Brand and drives media
Values
Supports & Secondary
reinforces media
Distribution Below
& promotion the line
Personal
experience Ever since marketers acknowledged that there’s too much advertising,
and too many media channels, they’ve been looking for alternative ways
to get consumers to buy into their brand and buy their products.
Most of the solutions being explored try to re-engage and interact with
“Didactic”
consumers in an old-style, ‘top-down’ approach, whereby Above-The-Line
(ATL) mainstream media activities focusing on the brand are driving the
communication.

3. 21st Century Marketing Paradigm
The 21st century, ‘bottom-up’ word-of-
mouth marketing approach focuses on “Authentic”
personal experience of the brand and is
driven by consumers.
Brand
Essential Supports & Values
truths reinforces
Continuing Extends &
dialogue expands
Personal
On the ground Creates & experience
reality drives

4. Quotes
– “The most powerful selling of products and ideas takes place not
marketer to consumer but consumer to consumer.”
Malcolm Gladwell
– “Online Consumer Generated Media such as blogs and forums
have helped supercharge word-of-mouth marketing
communications..”
Intelliseek
– “The problem with word-of-mouth marketing is that it only truly
works if the product has some inherent ‘wow’ factor that people
want to talk about.”
Steve Knox from P&G’s
! So word-of-mouth marketing is by no means a complete
panacea for the ‘much advertising no longer works problem.
This is why marketers are now turning to online viral marketing.

5. Viral Marketing kills two birds with one stone
– It avoids the need to have a product with a wow factor in order
to raise awareness, generate buzz and kickstart peer-to-peer
spread.
! Instead, the viral campaign’s communication agent is the
element that needs a wow factor.
– Viral campaigns ‘work’ the Internet to deliver exposure via peer-
to-peer endorsement.
! The focus is on campaigns with material that consumers want
to spend time interacting with and spreading proactively.
! Attention:
The point of a viral campaign is not only to ‘go viral’,
but also to benefit the brand strategically.

6. Viral Marketing
The synthesis between
top-down and bottom-up paradigms
Advertainment
Online
Offline
Offline
Word of ‘Mouse’
Viral
Online viral marketing provides the
Word of Mouth missing link between the word-of-mouth
approach and the top-down, advertainment
approach to brand marketing.

7. Top 7 Viral Ad Tactics
1. Hoping email will be forwarded
2. Offering eCards
3. Online games or quizzes
4. Video clips
5. Audio clips
6. Tell-a-Friend offers on promo pages
7. Cool (independently branded) microsites

8. Top line guidelines to getting it right
Three key factors will increase the likelihood of a successful
online viral marketing campaign:
1. appropriate wow factor material that users want to seek out, talk
about and pass on of their own freewill
2. appropriate specialist seeding to places where users already gather
3. strategically planned use of the technique as a means to an end
! Online viral marketing is definitely shaping up as a credible,
strategic synthesis between word-of-mouth techniques and top-
down advertainment-style approaches to brand marketing.
Used wisely, with a strategic end goal in mind, it can be a key
success driver within any brand’s overall marketing activity.

9. Quotes
– “Our ongoing series of online viral marketing campaigns have
proven their value in providing high brand exposure to a wide-
as-possible audience, and ultimately contributing to car sales.”
Steve Jelliss, CRM Manager for Mazda Motors (UK)
– “Online viral marketing is best used not as a one-off tactical end
in itself, but as an integrated strategic part of the overall
marketing mix. It’s a means to an end whereby it not only
generates buzz, but also provides ongoing, quantifiable brand
benefits, such as increased awareness, peer-to-peer
endorsement and ultimately more sales.”
James Kydd, brand director for Virgin Mobile

10. Objectives Mechanics
Recruit email addresses
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Increase sales volume
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Customer loyalty
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Brand awareness
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Traffic Building
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Lead generation
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Niche marketing
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Search Engine Marketing
Games and Promotions
Loyalty programs
3rd Party Mailings
1-to-1 Marketing
Viral Marketing
E-Mailings
Bannering
Mini-sites