Birth of viral business

The first original viral models were created half a

century ago, in the midds of Great Depression. These

models were based on the party plans, referral

networks and sizzlemanship. Tupperware was the

company who first applied these techniques by

reference to the business, at the same time, building a

basis for viral marketing. Kitschy simple plastic food-

storage company may initiate such a huge expansion

of viral business. Clearly, there is only one factor that

had an effect on viral development - the overall

growth of the world technology, human and his

possibilities. (Penenberg, 2009)

Today, the Internet and its development focuses

almost on the entire world. Internet allows people to

reach information in the fastest possible way and to

be in touch with whole word, creating social

networking.

According to Dr Ralph (2000) viral marketing describes

“any strategy that encourages individuals to pass on a

marketing message to others, creating the potential

for exponential growth in the message’s exposure and

influence.” In other words, power of viral marketing

relies on networks of people to spread the word as a

creative, shocking or highly-informative idea. Key

factor is that users spread the product out of own

self-interest.

Viral marketing is a similar trend at different places

referred as ‘word of mouth, creating a buzz,

leveraging the media and network marketing’. Online

viral marketing can be described as ‘machine virus’

that affect the whole world.

Changes, changes

Dubai in 1995 (left) and more recent 2005 (right)

Viral marketing derives from a natural human feature – need of spreading and sharing information. In essence,

virality is imprinted into human’s DNA.

Technological changes and adoption of new high-tech hardware creates a growing demand for online entertainment.

Growing potential of social networking can be a very susceptible ground to spread the marketing message. People

no longer use the Internet only for practical purposes, such as research and shopping. Audience have become more

involved than ever before in controlling message delivery. Fresh and more sophisticated ways of targeting the

audience mirrors cynical and marketing savvy consumers.

An era of micromedia- phenomenon of media fragmentation and convergence, transforms ways of consumption as

well as consumers. Advertising trends are also constantly changing.

Development of technology disengaged mainstream from underground media and caused a rise of new consumer

expectations.

The image of the formerly controlled brand became very distracted. Strictly controlled corporate content of a brand

has been replaced by a user-generated content which allows to engage the audience. Target audience has been

transformed from passive to active. (Reed, 2010) Successful and appealing strategy has changed from „spray and

pray” to active „attract and engage”.

Enabling to build relationships within a network is a very appealing technique to attract visitors. Buliding a

community is part of it along with allowing to share comments, join forums, disscusion groups, comments, blogs.

WHAT IT MEANT

BY VIRAL

MARKETING?

There are various debates about

how to correctly summarise the

definition of viral marketing. Initially,

it has been used by ancestors

through spreading the word of

mouth. To some extent it used to be

one of the fundamental and most

reliable sources of information.

Word-of-mouth promotion and

recommendation is often the most

effective form of communication in

terms of believability and trust.

Nowadays, viral marketing is used as

a tool to engage consumers with

easy to spread content, loosely

associated with the brand but with a

large dose of entertainment and

social networking elements.

Advertisers try to stand out from the

increasing clutter across fragmented

media to connect with marketing-

shy audience and engage with them.

The main goal of viral marketing is to

initiate situation in which potential

customers pass ‘the virus’ on among

themselves about certain services or

products. Viral marketing engages

target audience to create their own

content, discussions related to the

brand, to promote the idea and

maintain relationships within the

network. There’s no necessity to

spread strict and highly informative

message – many campaign use it as

a booster activity to wide awareness

of a specific brand.

Despite of all positive effects viral

marketing can turn against the

company. Audience can intensify

criticism and spread false rumours

detrimental to brand image. The

major risk of very low level of

control or leading it once it is

seeded.

While designing the website few

essential issues should be taken into

account such as the fact that

nowadays viral marketing is a very

aggressive and popular tool on the

Internet. The effectiveness of

exponential growth is leveraged by

individuals passing on marketing

messages to others and eventually it

is transformed into chain dispersal

of mail, videos, ebooks, etc.

Emotional hooks – brand engagement

Gina Bianchini who is CEO and co-founder of Ning said that „when your currency is ideas, people become

emotionally attached.” In other words, spreading branded Internet materials or websites that consumer enjoy

sharing creates a community of brand enthusiasts. Well- prepared viral activity focused more on generating

involvement through creativity can be both very low-cost, efficient strategy and associate a positive image to a

brand. Generating and maintaining consumer trust are also seen as major factors in Internet marketing success.

Recent years revealed the significant transformation of Internet into one of the most common and easy to use

communication channels. Wide range of tools such as e-mails, instant messaging and forums offered by the network

enabled to communicate with multiple people. Interesting information, movie, or any other gadget now requires

several hours to scour the entire world. Certainly, appreciation for the innovation and freshness of virality could not

be missed in the century of audience fragmentation, overcrowded advertising market and consumer annoyance.

Viral agent formats

While designing the website few essential issues

should be taken into account such as the fact that

nowadays viral marketing is

a very aggressive and

popular tool on the

Internet. The effectiveness

of exponential growth is

leveraged by individuals

passing on marketing

messages to others and

eventually it is transformed

into chain dispersal of mail,

videos, ebooks, etc.

Successful viral campaign

should be preceded by

thorough research in order

to define and understand

target audience. Several viral agents format could be

used to spread marketing message, such as:

videos – pastiches, parodies, remixes,

alternative versions of the ads, personalized

video, music videos, cartoons

multimedia – presentations, web pages www,

games , mobile applications

sounds - podcasts, MP3

Graphics files, cartoons, photomontages

articles and gossips - forums, comments,

social networks, emails, instant messaging,

text messages.

The more controversial or humorous the materials,

the better chance to be very effective viral marketing

materials. Similarly, quizzes, personality tests and

gaming materials are also good viral marketing

methods.

Research shows that video is the dominant medium of

viruses. The most known Web site to search and

watch video is YouTube which is monetizing over a

billion video viewers per week globally. YouTube

exceedes 2 billion views a day (Web Monitoring,

2010). To maximize the power of viral message, digital

video files should include hotspots that enable users

to link through the file to a web page.

An increasing adoption of digital technologies

transfered interest of many to mobile applications

which became a very powerful tool. Despite of

unlimited possibilities it creates, mobile applications

bring also huge risk due to the technology

fragmentation. While projecting website design it

should be taken into account that not all the brilliant

applications can be successful if most consumers

don't have the systems that the application was

written for. It could be illustrated by an Android user

telling a friend who uses Windows Mobile about an

application – there is a big chance are the application

won't be available to the Windows Mobile user.

Successfully carried a viral campaign is not only cheap,

but also more effective than traditional forms of

advertising. The most vital factor is human, not

finance.

Viral marketing is not overwhelming the audience – it

is usually harnessing entertaining power to create

and ability to create a relationship on an individual

basis. Viral expansion possibilities rely on personal

social network of sympathetic friends and willingness

to pass on the message. Recipient not just decides

whether to open the message, but is also likely to

receive it from a trustworthy source – friend.

Distributed material are usually presented in an

attractive form, which is the main reason why the it is

sent over.The quality of marketing materials will make

or break viral marketing campaign.

Viral marketing as a simultaneous approach

Content:

Two types of content can be distinguished:

Corporate -generated content: most of the viral

content associated to specific brand is created by a

group work of various departments; it requires

well-skilled team, in-depth knowledge and well-

matched strategic plan

User - generated content: users create content

affiliated with the brand.

Audience should be motivated to do so and be supplied

with required tools.

Mostly, official brand content becomes an inspiration and is subjected to constant modifications.

Significant changes can be observed – user-generated content is becoming a very appealing alternative with strictly

controlled corporate content.

Growth potential of each campaign can be judged by the quality of the

prior research. Specialist planning should consist of in-depth knowledge of

core business’ market and thorough insight of whole range of issues that

influence the audience. Analysis of target group is one of the most important

element of the whole process. Detailed profile of recipients, such as what are

their interest and habits or who are they influenced by can answer how to

convey the message.

Idea is the key. Spectacular implementation alone is not providing any success.

Next step is seeding and evaluation. Audience should not be overloaded by a strenuous effort of creating

advertisement as it has to follow the basic rule: attract and engage. Rash and thoughtless attempt to sell

unattractive idea can result in loss of the brand.

Also measuring the results of the campaign to provide accountability and prove success should not be

missed as a part of the viral marketing process.

Components of viral bomb

1. Story.

2. ‘Hooks’

3. Essential values

4. Timing

5. Availability

1. Intriguing story

According to psychologists, people are interested

in the most taboo subjects, strange, outrageous,

funny, extraordinary.

These stories ignite discussion and raise extreme opinions.

These issues motivate the individual involvement.

The intriguing story do not need to be long.

The original, interesting and captivating story

should deliver unexpected impressions,

break stereotypes and patterns.

Example: Dexter. The hunter becomes the

Hunted.(2008)

The campaign next season of a serial killer

Dexter.

Inboxes get e-mails with a link to the

video from the police press conference.

Watching the video report 'infected with

virus’ people find out they are killer’s next

targets. What's more, they see their picture there and also a journalist’s voice sounds familiar… And you?

Who would you like to rid of ?

http://www.icetruck.tv/news/?id=3011781340

1. ‘Hooks’

‘Anchor’ is an element that attracts attention, an amazing thread in story.

"Anchors’ help the campaign to stimulate audiences discussion, interest and encourage to action. create their own

version of story.

Example: Diet Coke and Mentos (2007)

Involvment and society

Anchor is the observed phenomenon - Diet Coke mixed with Mentos give a very spectacular effect that everyone is

able to do it himself at home. It is more than

5000 version of the experiment which has

been watched by millions of viewers.

http://www.eepybird.com/featured-

video/the-extreme-diet-coke-mentos-

experiments/

3. Essential Values

People tend to pay attention to what they love, hate or desire. Well- developed and quality virus relates

topics to essential values in order to evoke strong emotions and encourage to act. Brand image should be

associated with strong excitement and inspiration that do not remain indifferent to the recipient. All of

these aspects raise the possibility that marketing message will be passed on.

Example: Dove Real Beauty (2006)

The image of women.

Way of showing women in advertisements arouse emotions among many women. Dave transforms these

emotions into positive associations

with the brand. The campaign still

raise emotions and inspires Internet

users to create/produce content.

http://www.youtube.com/watch?gl=

PL&hl=pl&v=iYhCn0jf46U

4. Timing

If the campaign will be referred to the news, it is possible to give additional momentum or reinforce the

'anchor'. Good timing requires early and accurate planning. It is necessary to prepare campaigns in

advance.

Example: Paltalk (2008)

Become President

Paltalk company offering video-chat video prepared personalize messages in which each Internet user

might be a candidate for U.S. president. Despite of the fact that the campaign is now completed, it

provides valuable source of inspiration to future strategy planners.

http://www.news3online.com/index.php?code=7o228s00htF46j6gbr1W

5. Accessibility

Accessibility is the freedom.

Widely understood freedom

from technical limitations,

which allows to reach

audience wherever they might

be is the key issue

Viral marketing is really

aggressive strategy on the

Internet. It is important to use

common aggregation tools

and Web 2.0 services. .

Research shows that

consumers feel frustrated with

some self-service new media

technology mainly because of

a lack of confidence or skill in

using the technology.

(Marketing Week, 2002)

Website content should drive

visitors towards the goal of

the website. Few aspects are

to be considered such as

number of purchases,

downloads and various

options, how many

applications and surveys have

been filled or shape of

contacts register. Site

navigation has to be organised

in a way to do not include

broken links or incorrect

information. Also taking an

advantage of Google Analytics

to see visitors behaviors,

sources, and problems is

major thing to control traffic

on the site.

On every web sites, there

should be a tell-a-friend script.

Although very inconspicuous,

such scripts are becoming the

most powerful tools in digital

world and site traffic booster.

Leading benefit of them is

ease and speed of use by

recipient. While planning viral

campaign it is vital to provide

every Internet user capability

of spreading the message

within their personal

networks. It is also very

helpful as creates valuable and

promising contact register.

The unlimited availability of

content is possible through

the use of social networking

sites such as Facebook,

Twitter, Flickr, YouTube,

MySpace. etc.

Page load time

Make it very user friendly. Do

not make people wait a long

period of time just to see a

page on your website. I would

say about 50KB limit

Number of links

The more the better. Links

should be considered as a

positive word of mouth for

website and associated with

other relevant websites in

your niche. Also submitting

website to relevant directories

can boost exponential growth

- most of the time paid

directories are far better than

the free ones. Another place

worth considering is industry-

specific expert websites.

‘Easy to find’

In-house search keywords -

These are keywords that

visitors are searching after

they can’t find what they are

looking for. It is needed to put

these keywords throughout

the website and navigation.

Google is the Search Engine

Optimisation. It should be

noted that many methods to

help users navigate around

the site and the discovery may

help to improve performance

in search engines. Some

examples are:

* Exchange links and banners

with the parties on the same

topic, placing the parties in

thematic directories

* Cancellation of navigation is

dependent on additional

technologies, such as

JavaScript, Flash or frames, to

improve mobility on the side,

use the site map

* Removal of errors (eg

syntax) of the code of the

page

* Optimization of code, to

eliminate redundant HTML

tags

* Good to describe page

elements, such as page title or

content of the alternative for

graphics

* Easy-to describe the links (to

avoid names like "here " or

"click" for the benefit of better

describing the contents of the

page to which it leads)

* The use of "friendly"

addresses (eg

insteadhttp://example.com/sh

op/printers/http://example.co

m/index.php?page=236&id=3

2)

* Highlight (such as bold,

underline), the most

important words, use headers

Size

An important issue is the size

of the virus. The smaller virus,

the more chances that the

video will be downloaded, it

will be freely distributed, will

be modified, cracked, or

parodied. The more versions

of the film, the more

distribution channels.

Free – understand the power of ‘free’

Huge growth and success of Hotmail.com can be

described as one of the most spectacular and

commencing viral marketing campaign. Basically, the

phenomenon of it was prominently focusing on

individual’s marketing approach.

Savvy viral marketers understand the power of

consuming the product at no charge. Therefore, free

e-mail services, free ‘cool’ buttons, free information,

free software programs has become very important

pillar of spreading the virus. At the same time it

should be noted that open incentive proposal may be

directed into spam box depressing power of the most

creative viral strategy. Incentive should be capped to a

specific quantity by marketers.

Internet provides unlimited power so copying

anything in digital format has become very simple. In

order to encourage greater user-driven spread

marketing messages should be easily transmitted

without any degradation. Very relevant and successful

example can be provided by classic Hotmail message:

Get your private free e-mail at

http://www.hotmail.com or sign up on Facebook 'Sign

Up. It's free and always will be.

Endless possibilities of digital agent risk is also

associated with risk as digital image files can be

doctored easily by recipients. It could result in loss of

original message or taking it on new meaning.

E – mail

Very desirable feature of e-mails is targeting

individuals rather than using mass media approaches.

Carefully designed e-mail should cover many issues,

such as creativeness, relevance, attributes or/and

landing page (or microsite). Despite of various

obstacles e-mail has transformed into a powerful

mean of communication that marketers are

increasingly adopting it as a part of their promotional

activity. To avoid bad practice or overcrowding

recipient’s choice whether he/she would like to

receive such e-mails in future should be taken into

account as the basic rule. Operating within legal and

ethical constraints for a country is an essential point.

Recently introduced trend called ‘a message from

recognizable source’ is proved to be a very effective

viral marketing strategy.

Ideally, appealing e-mail can help to create initial

personalised contact as well as developing online

relationship.

Number of subscribers

A successful and effective website must have at least

one email list. Web site should have good, valid,

double opt-in subscribers. It is essential to obtain the

knowledge of various aspects of how long subscribers

appear on the list because growing number of

unsubscribers can lead to vital decisions of changing

the content.

Viral Spoof

One of the principles of viral marketing says about the

need for parody and hacking viral videos. The more

mutations of the video, the more it is popular. Viral

Spoof is a parody, a pastiche of the virus.

Example: CadBury

In 2007 Cadbury released an ad, which has become a

virus. In the starring a gorilla playing the drums in the

rhythm of the Phil Collins music. He has pursued an

unusual gestures and facial expressions. Wonderber

Company -Underwear manufacturer has decided to

take advantage of Wave of popularity of Cadbury

advertising, preparing their own version. But in this

version, the underwear model faithfully imitated the

gorilla in the rhythm of Phil Collins. The film has won

popularity thanks to Cadbury.

Source: Cadbury advert 2007

Professional evaluation tools

In other words, this is a continuation of the virus. If the virus turns out to be a hit, establish and develop further

'episodes' of the virus. People just wait for it.

Example : Will it blend?

Spots were designed to show that the company's blender can grind everything - turned inhibitor, golf ball, iPod,

iPhone, even iPad. It wasn’t a secret that the videos were prepared by Blendtec, even it was exposed, and yet their

popularity even broke through the expectations of developers. Blendtec designed about 103 shot episodes since

2006 and still doing that.

www.willitblend.com

Variety of viral marketing

There are several types of viral marketing that are

currently included in website design projects, as

followed:

Value Viral Marketing: Finest samples are Amazon

and Yahoo. The prime objective of this strategy is to

share quality experiences with others.

Guile Viral Marketing: Quixtar and MyPoints are clear

examples. Under this strategy, people try to sell in

exchange of incentives.

Vital Viral Marketing: People prefer to share

experience pertaining to certain products. Simple

examples are ebay and AOL.

Spiral Viral Marketing: In this segment, shared

experiences may be funny, shocking of dirty for

instance such as: ‘JenniCam’.

Vile Viral Marketing: This strategy is for the people

who warn others of negative experience; example:

Real.com

Viral marketing is not a miracle tool in itself. Definition of viral business is dependant on constant changes due to

technological development. Strategic viral plans usually lack of awareness that successful campaign is an integrated

process with wider marketing initiatives. Viral marketing cannot be summarised as a one-day event associated with

creating entertaining material and finding the most suitable website to promote it. Not all brands need to

communicate virally at any price.

Is the Internet an opportunity in times of crisis?

Influence the development of viral marketing on the internet has a huge impact on other media. What are the signs?

Members are considering more before shopping. Relevant assessments and recommendations considerably

influenced whole buying decision process.

Rising trend of 'virus’ lowers the cost of production and content distribution comparing to traditional media. Copy

and TV/radio prices are subjected to constant growth in as opposed to readership which has increasingly fallen.

References:

1. Marketing Week (2002) ‘Self-service Fails to Impress Consumers’ Marketing Week, 23 May, p.39

2. Penenberg, A. (2010) Viral Look. The Power of Pass-It On, 1st ed. London

3. Reed, C. (2010) Self-regulation of owned media - ASA brings social media transparency front and

centre [online] Brew Digital. Available from: http://www.brewdigital.com/blog/self-regulation-

owned-media-asa-brings-social-media-transparency-front-and-centre-2 [Accessed 3 January 2011]

4. Website monitoring (2010) You Tube facts and figures [online] Website Monitoring; Available from:

http://www.website-monitoring.com/blog/2010/05/17/youtube-facts-and-figures-history-

statistics/ [Accessed 07 January 2011]

5. Wilson, Dr Ralph F. (2000) The six simple principles of viral marketing. Web Marketing Today, Issue

70. 1 February

Bibliography:

1. Cheffey, D. (2008) eMarketing eXcellence 3rd ed. Butterworth-Heinemann.

2. Oscar (2010) Slowo o kampanii wirusowej [online] Public Relations Blog ; Available from:

http://blog.smartpr.com.pl/slowo-o-kampanii-wirusowej/ [Accessed 07 January 2011]

3. Patrica, R. (n.d.) Viral Marketing Values [online] Google books; Available from:

http://books.google.co.uk/books?id=GdI0D_cRjM8C&printsec=frontcover&source=gbs_ge_summar

y_r&cad=0#v=onepage&q&f=false [Accessed 17 January 2011]