Viral Marketing in Social Media

Viral Marketing social media FINAL

The radio has reached the age of 38 to 50 million listeners.

Pre-cable TV took 13 years to reach 50 million people ..

The Internet took four years to reach 50 million people ...

In less than nine months Facebook has 100 million users.

For less than $ 1,000 you can start a viral marketing campaign with the opportunity to reach thousands, if not millions, quickly and almost effortlessly.

Take for example the BlendtecCompany, a food producer and mixer that places identified a number of YouTube video "Will It Blend?" Emerging our curiosity and sense of humor black golf balls Blendtec blended an iPhone, and even a bag of marbles. E 'was fascinating to see an iPhone red hot, black powder and small plastic grinding. In a short matter of time Blendtec recorded 8 million visitors, while sales rose to 800%. We did not just enjoy things destroyed?

Burger King has launched ainteractive video on their site displayed a man dressed as a chicken. In the status bar to jump would be a command and man-chicken, run, dance and play dead. You get the picture. People have, fun creativity and sense of control. Within 24 hours, or 1 million hits by the end of the week, eight million. Not bad for a man of chicken.

Down in Orlando, Florida, Universal Studios has launched a new attraction for the Harry Potter series is based. InsteadUsed to give more expensive advertising through the mass media maven with the universal author JK Rowling, a special webinar on the first seven Harry Potter fans. Then, seven fans Maven shared their messages on blogs and forums with great energy and enthusiasm. The media took it and ran with the story. Meanwhile, Universal set up a website for bloggers and media reports to determine more information about the new park attractions. Within weeks, viral marketingTactics to spread the news of seven people to over 300 million euro. Of course it helps if you have an installed base of loyal fans of Harry Potter.

democratization Content:: TRUST We are moving from push to migrate users to the advertising and greater access, participation and control is based on trust.

Over the past decade, both the media and information technology industries have a traditional environment to push advertising (TV and newspaper ads), the migration tointeractive (pull) publication with interactive content. The days of dominance advertiser content and interact in a democratic process in which they share high quality content, processed and evaluated. The democratic process allows control of the consumer and greater influence to recommend products and services to their colleagues. At the end is to build trust between the buyer and the seller. Trust builds loyalty and repeat business. Trust is the glue that cements the relationship betweenand was made by interactive participation in the process of communication and cooperation. There is nothing more powerful and reliable, as if a good friend of a recommendation.

With a combination of our imagination and creativity can viral marketing tactics in social media channels to use to capture the attention of millions. Of course, get their attention is only half the battle. The other half will be more difficult. The real challenge is to shift their attentionSell ​​or a solicitation to act, and that efforts to maintain a longer period of time. This is what separates amateurs from professionals. When my mother used to tell me, "you get what you pay for."

SOCIAL MEDIA ECOSYSTEM

Social Media and Web 2.0 is simply the ability to dialogue with people through a variety of communication tools and community. By nature, people and tribes, we are trying to have fun and share with others.

According to the 2009 ConeConsumer New Media Studio, 62% of users believe they can influence business decisions by providing opinions on new media channels. About a quarter have contributed their views on a topic (24%) or contact the company directly (23%). 74% of businesses expect to participate in the conversations happening on their corporate responsibility practices in new media. MediaPost 22nd January 2010

Social media platforms rely on the collective wisdom of the community to cooperateobjective, how to increase revenue, create access to content, customer feedback, maintain a community to strengthen your marketing message, and the relationship between peer clients of the producer-distributor-dealer-partner for development. Typically, the conversation about social media are not controlled, not well organized and still on track with the message. Web 2.0 has been thrown in a democracy to use the information with a little 'anarchy a.

The power of Web 2.0 allows the individual to spread their Conversations or word-of-mouth in several formats, images, video, text and audio. People to their community of social media like Facebook, LinkedIn, Twitter, YouTube, Flickr, Metacafe, Socialtext, and a variety of other platforms. The most popular social network activities of media ranging from posting messages, downloading and uploading music, videos and pictures. These tools enable communication and sharing of photos, video, community, blogs, forums, articles, news,Entertainment, news and tutorials. They also allow citizens to use their collective intelligence to online projects. The power of these tools is the ability to share, and create a product to many quick, easy and seamless. Good news may travel fast trepidation, but with even bigger, more bad news can travel at the speed of light.

Scaling Up VIRAL MARKETING

Scale your viral marketing campaign requires an environment of littleThe access and collaboration. Ross Mayfield, founder of Socialtext, coined the term "Power Law of Participation." In it he describes social media portals, should be easily accessible to read and share content. The intention is, productivity and creativity of the participants pledged their collective wisdom, share their knowledge and speed of using intelligence. It 's a well known fact that the wisdom of the tribe, the wisdom beyond the individual.

In JamesSurowiecki book "The Wisdom of Crowds. Why the many are smarter than the few, the author explains that the collective decisions of the group offers more than the person and the added dimension of social Web sites a diversity of ideas can easily be said, the world is our village. We see it today on Wikipedia, which create a community of people together and share its knowledge base.

The new paradigm of social media marketing is to embrace the democracy of knowledge,Respect the intelligence of the audience and give them the opportunity to participate and ideas go viral and to enhance the creation of a collective intelligence, creativity and productivity. Here are some tips to grease the skids for its viral campaign for a greater participation in the labor force must be generated.

Want to share access to the contents of easy and free

- Create multiple points of contact for others to contact you: website, blogs, micro sites, Twitter, Facebook, LinkedIn, SharePoint, Social Text,and mobile applications.

- Covers the maintenance and the consumer to consider talks with the aim of closing the loop on the behavior of a purchase and, finally, to encourage them to make recommendations.

- People want to understand and recognize. Promote and support the comments and recommendations.

- Emotions move us to action. Make it personal. Stories paint pictures and considered high and stock prices.

- Building a community ofLike-minded people may authorize a greater impact on events change the political, economic or social. For example, the presidential elections in 2008, a milestone in its viral marketing in social media.

VIRAL MARKETING

It is passion that motivates people to share something new. Think of your passion in politics, sports, religion, cuisine, and movie stars. If something moves you to share your feelings immediately.

Viral marketing is a fast and almosteasy diffusion of an idea (word of mouth), one-to-many using the tools of the Internet and communications from a million people. Think of tribal communication behavior, think of gossip, think of how people, when the messages are not special powers with the influence that they share with their friends and the community. A viral message will spread rapidly if the idea is realized quickly and the person feels entitled to send to other people. The best news viralemotionally stimulate people's desire for happiness, greed, anger, hate and other passions. Emotional news moved quickly polarized. Neutral emotions go anywhere.

For viral marketing to work, the means to distribute them and the audience to receive it. As before, the development of Web 2.0 has cited a great power, intelligence services, word-of-mouth propaganda and supply of relevant information in real time. Today, Web 2.0formats provide more content quickly, seamlessly and without effort, that is, e-mail, video, photos, audio and text messages.

Emotional and behavioral disorders DRIVERS

Excellent viral marketing is the emotional trigger points are common to a person who tries to motivate action. People can invite a feeling of exclusivity and power to their friends in the club. It makes them feel cool, how you have been one of the people inside. Other points which can trigger emotional happiness, humor,Anger, envy, pride or greed.

be initiated, for example, when EA Games next generation football game called FIFA Soccer 2006, used by cheats Toronto Mixed Martial Arts Team Ryouko a video display of amazing stunts and acrobatics to create. With a combination of traditional marketing and viral video and leaked to the fans selected in Europe reached a peak hit rate of 1.5 million fans.

social activities and basic emotions that drive them are a means toEnd, the instruments that perform the logic of survival. Status, leadership, power, belonging, reciprocal altruism, cooperation, exchange of knowledge, goods, pair bonding, and even aggression are part of the social context that will help work towards a group that ultimately the survival of game.

Based on this powerful unit is connected to what is perceived. People feel a strong need to feel connected with others to make their world, not lost in a sea of ​​infinite possibilitiesand to participate in mutual benefit. Even if the motivation is survival subconscious, socially conscious emotions.

In an effort to advance the human emotion conjecture, we can now use behavioral targeting to understand and predict consumer behavior and purchasing behavior. One way is with the Internet software cookies that are stored on your computer and identify their behavior on the internet track their unique taste and interests. Cookie placement is like someone giving aunique mobile phone number. You can analyze where and by whom. You can follow when an on-line advertising is available, and improve them based on feedback and report you already have. The information gathered is then used for audiences to advertisers at reasonable decisions about which advertising can take now to create. This provides, for example, Behavioral Targeting and Advertising AOL a variety of services that effectively target your group with precision and canMethodology behind. Another favorite is the AudienceScience method was divided audiences around the world in many types of segments.

What does not work? Social media such as coffee with friends in your kitchen. When a man enters and announces his big sales in the furniture store is invasive and annoying. No one wants it. At first, the story of Facebook is that advertisers have, until they understood the nuances of their target audience. Advertisersfound that Facebook users rarely click through the ads, but fortunately they took part in events, communities and causes. Now it is simply a fan of Coca Cola or a gangster Mafia Wars has become.

Other than direct marketing, where you can provide a response rate of 1-3%, viral marketing can make or lose. On the positive side, a viral marketing campaign to be carried out economically. On the negative side, you may need to implement multiple types and levels of a campaign. You must also be involvedtraditional media, the seed of viral messages.

Common elements to work for the production of a viral marketing campaign are:

- Ask to send the content seamlessly and easily, or transfer

- The content using existing Internet and telecommunications infrastructure

- The goods or services for free distribution

- Content is emotionally charged: polarized messages to motivate people into action

- Content can easily scale to several million people

Build your ownVIRAL MARKETING

To be successful in social media and viral marketing tactics requires discipline like any other marketing activity.

- Good planning and objectives

- A commitment to life and patience for the campaign to gain traction

- Sufficient dedicated resources in order to obtain conversations and offer a quality service.

- Authentic, transparent and honest. The ultimate goal is to build trust and loyalty in the course.

- Make yourPoints of Contact intuitive, easy access and minimal restrictions.

Build your marketing social media viral requires four main segments.

1. It starts with planning, messaging, target and budget.

2. Create a story to fly with wings.

3. Select the channel broadcasting media, your story.

4. Measure and control the users 'attention' and participation.

STAGE 1 - Planning, objectives, target

- Identify and understand the needs and desiresYour target audience - are in all segments for the actual performance of all Web-based.

- If the product requires the purchase consideration, and then determine the amount of your potential customers to do research on the Internet today.

- Identify your competitors. Determine which Web sites your target audience recently visited and what attracts their interest.

- If you are going to advertise on other sites and determine which of these sites are already convertingThe ads in your category.

- Determine which social media sites to attract your best prospects and understand their behavior.

- Determine the health and reputation of your brand by voting in the relevant blogs, micro blogs and forums.

- To measure your site A / B testing and messaging exchange ratio.

- Monitoring and measurement of angles in the chain of communication conversation, email, live chat, recommendations, and call centers. They arestrong need for interactive marketing software tools, such as Open to me, Eloqua, Omniture and HubSpot.

- Close the loop of conversations with your guests, encouraging them to complete an opinion or recommendation of the product.

- What are your goals?

- Selling something

- Building awareness

- Capture their attention

- Engage in their conversion

- Call to Action

- Loyalty

PHASE 2 - build a story with wings

Every good viral marketing campaignrequires an emotional story, the original or sticky. The video is by far the easiest and fastest way to spread a story that sticks. In addition, a campaign supported layers of different components need to move forward. With the influence of the billboard, the user will be three to five seconds before you get your message into action. All elements of the viral campaign should these attributes.

- Good story - you're a storyteller. Colors and images evoke storiesEmotions. good stories stick, original, and asked him to be used together.

- If the story about the continuation of stories, be prepared to catch the fault, and behind the scenes blog. Keep putting the log on the fire.

- Use the comments section. Note closely. Sharing emotions is acceptable, but the insults and abuse amendments.

- Your goal is to participate in discussions and, finally, a call to action to achieve goals.

- Keep the conversationpersonal wish, for example, do not put barriers between the stars and the public. People want a direct connection with the artist and rock musician.

- Emotional - you have an emotional response. Emotions more polarized then most likely viral.

- ORIGINAL-not be expected. Be original and creative. Fascinate you. Make them laugh. Make them cry. You can tell them - wow?

- Relevant-The story must be relevant to your target audience. Football fans arefascinated with the advertising of events for a fraud team.

- Ali-give wings to fly, the message is intended to be portable, scalable and divisible.

- DYNAMIC-is the impetus necessary for the development and sustainability. This requires more points of entry to the post, as experience (video, blogs, TV, print, high quality content and tie-in). A story of success will require a sequel, behind the scenes, Bloopers and production interviews.

- Catchy, you must be aCatch a wage people you love, and will be the end. Ask yourself, what in myself? It 's funny? It provides good information?

And two Don'ts

- Please do not force people forward their e-mail viral marketing

- Do not use the public course, provided they are not very smart, funny or entertaining.

STEP 3 - DISTRIBUTION CHANNELS

A successful viral campaign has several phases and components. Microsoft 2006-7launched a marketing campaign to 10 months in five phases for Halo 3 in order to attract new players and building brand awareness. The first step was an ad on a Monday night football game with a careful evocation of the Halo game ever played. The show reaches 8 million households and 3.7 million viewers a different, if it was placed on YouTube. Ads are enabled Phase two inviting players to beta testers, has acquired 850,000 users. Phase three was a treasure hunt with the aid of aA combination of online and traditional media websites. Step four was in collaboration with major sponsors and fast food beverage producers. Finally, the fifth stage, full of history, is back re-enactment scenes of combat action. Overall, the campaign has sold 3 million copies in its first week.

be sustainable for a viral campaign of some steps, components, and channels to build awareness is to capture, engage, and require you to convert your audience. Of course, the channelsDistribution of operations in which your target group explored, and socialized. You can start the target audience in new scientists or scientific research.

With Facebook

Today, Facebook is the fastest growing social media platform and an ideal base from which to launch a viral marketing campaign. In 2010, Pepsi announced that do not advertise in the Super Bowl. Rather, they invest their advertising with social media platforms. In contrast to theOne-way-push allows the TV advertising, Facebook and other social media allows you to capture the audience to engage them in conversation, maintain the relationship, turning them into sales, retain their loyalty to their pastoral and monitor word-of and-mouth approval peer ratings scale without restraint.

Facebook statistics for early 2010

- There are now 350 + million users

- 50% lead daily updates

- Less than 1 / 3 are collegeStudents

- 30% of users are only in the U.S.

- The fast-growing segment is more than 35 years

VIRAL MARKETING IN Facebook

The first course started in Facebook to build your own company profile and Facebook page. Of course, you want all the portals on the network, site, LinkedIn, Facebook and Twitter. Facebook has good tools to identify and target your audience to a granular level and local level. Use it. similar strainsFacebook users with similar interests, stories and events revolve. Make your content with good quality. They want to be authentic and interactive.

Facebook requires commitment, creativity and interactivity. To compete for attention, it is necessary to consistently provide a steady stream of content, promotions, events and communication.

As a company, you must define who you are on the market. What is your brand and personality? Their purpose is not for sale, but to informand share knowledge. Tacitly Facebook users to accept and to be your fan.

Engaging Facebook user requires a two-way conversation or as interactive. Feed them a good story or video to find out if the "how to" click. Encourage them to make a comment. increases your level of trust with you, try to convert their shares with special offers and discounts in the arms of a site or a purchase.

Get your fan on Facebook to participate in competitions andSpecials. Make them do things to share photos or video. Let them all together for fun and discovery.

STEP 4 - to manage and measure the users' attention

There is a scarce resource called the attention of the consumer. Some call it "attention economy", where he developed a market so that consumers decide to services in exchange for their attention. If you want the consumer's attention, just think, "What's in it for me?" News feeds are a prime examplein which advertisements to provide a constant flow of current in exchange for one of them. The end of the game, is a "call to action" at the prompt consumers. Since you never directly ask for a sale, you need a steady stream of news, entertainment, knowledge or tools. Using the tools of behavioral targeting, you will be able to direct his prospects as a call to action.

Win the attention of the consumer requires three importantInternet:

- Score - the data is relevant to your target audience

- Distribution channel - information about their social media channels where your target audience

- Endorsements - Talk to your customers for your items with Trusted Sneak preview webinar, reviews, tips and recommendations.

Once captured the attention required to manage, assess and respond. Today there are many solutions tomanage and measure your interactive marketing. These solutions are determined to manage the entire lifecycle of a customer engagement, and the ROI of the campaign, and the lifetime value of customers. Already administer the factor considered. Before the consumer makes a purchase that will attempt to peer review and product recommendations. After the consumer makes a purchase, the product and live their own opinions, which go backto read the comments for new users. Some of these companies include Open to me, Eloqua, HubSpot, Omniture, the 80/20 rule to your goal is to find the most profitable customers and to understand the process in order to achieve this basis.

MEASURING Customer Life Cycle

According to the 2009 Cone Consumer Study New Media, consumers in most of the information that interests inform their purchasing decisions. Respondents said they want companies to tell them what products and howThey are made (85%) and additional information about information, labels and directions online currency (for example, in the store, on packaging, advertising material) (83%). MediaPost 22nd January 2010

The life cycle of acquiring and retaining customer has a predictable flow. Phase 1 begins with creating awareness for the product / service through the use of different marketing channels and campaigns. Step 2 is to test the product for peer review, based on recommendations andother social media tools. After purchasing the product, the real hard work begins to ensure customer expectations are met and have a satisfying experience. Phase 3 is the creation and sharing the experience of the consumer with the product. There are generally three types of customers. (1) Extremely satisfied and willing to share their experiences, (2) satisfied and pleased customers to share without passion, and (3) the dissatisfied customer who will tell the world oftheir terrible experiences, while seeking balance in their lives by means of retaliation.

As we can see from the picture, the word-of-mouth recommendations have gone back to being considered for the next customer. E 'is therefore essential that the word-of-mouth advertising, with a positive experience and observation of results and respond immediately to limit the damage.

If you can measure, we can do. As your campaign reaches the publicThey are trying to measure some important variables, your message reaches the right audience to be sure to grab their attention, engaged in an interactive process for the purchase, convert into a sale and, finally, offer the driving experience Screenshot their positive comments. As such, we look at the measurement variables such as traffic visitors click through behavior, conversion rates, and source of visitors.

CONCLUSION

In general, we haveare afraid of things that we do not understand. As professionals in the marketing and advertising, to embrace the idea of ​​democracy and participation in the exchange of content to our audience, we can enjoy the huge increase in the collective wisdom and loyalty of our fans. In building a business that is expensive to acquire new customers and meaningless, a hole in a bucket if they can escape all the time. Embracing the power of Web 2.0, viral marketing, supply and use of traditional mediaPlatforms, you can add a great way to reach a huge audience, most are interested in a relationship with your company. By increasing the ease of customer access and participation, you will be able to be a loyal fan base, a steady supply of energy to build profitable sales. How many entrepreneurs have discovered, taking care of your first customers, you can make your gains are made.

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