Viral marketing depends on a high pass-along rate from receiver to amplifier. If a high percentage of recipients forward something to a large number of friends, the overall growth quickly increases. If the pass-along figures get too low, the overall growth quickly diminishes.
Main features of the viral marketing actions:
1. Gives away products or services
2. Provides for effortless transfer to others
3. Scales easily from small to very large
4. Exploits common motivations and behaviors
5. Utilizes existing communication networks
6. Takes advantage of others’ resources
(see this source)
More features of Viral propagation of ideas:
Viral Marketing requires a lot of creativity, knowledge of the media to be used, timing and perfect implementation. Whether a video, a song, a story, software, a social network or other medium, it needs to find a sensitive spot in the global connected mind.
It needs to be well connected to the product or service it sells, for a fruitful integration and a powerful effect on the audience.
We use Facebook groups as a fast way to test ideas and to generate the initial user base. We have a handful of faithful friends that will adhere to our new launchings and communicate it to their friends. We usually create something unique that calls the attention of the average Facebook user, usually overcrowded with novelties and calls for action.
The first steps of our Viral Marketing Campaigns need to be free and to offer an interesting reward to early adopters. That is where the initial investment needs to go. It is amazing how far some young people is ready to go for a T-shirt or a button.
A key element in campaigns is a visible face. A human being, usually young and attractive, will be always open for friends and ready to associate his/her face with the product being promoted. It does not need to be real: many times the character will only live in the Facebook profile, without ever going to the media or to walk the streets.
Paid promotion is necessary nowadays to get the enterprise out of the initial niche. We use Adwords because it is widespread and has the main market portion. Both the Search and Content network are used, with similar success. However, the media buying campaign needs to be planned according to the characteristics of the product and to the places where its probable adopters go.
A very simplistic approach would be to create fake personalities in social networks (Facebook, YouTube, Digg) and use them to promote the viral seed. However, this trick is easily detected and defeated by the sites. Smarter strategies are needed and used by experts.Testing is an important part of any viral marketing. Many times the idea seems great to its creators, but crappy to the public. Always have several alternative options to deploy in case of failure of the market tests.
Check a few examples of well-designed viral campaigns. There are mostly videos made by advertising agencies for large corporate customers.
Contact us for a viral marketing proposal.