1. Studying the international way Viral Marketing Daniela | Carina | Martin | Mario | Patrik

2. 2 Agenda Beginning Advantages & Challenges Function & Goals Tools & Instruments 7 Hints Examples Conclusion

3. 3 Definition “Viral marketing is a phenomenon that facilitates and encourages people to pass along a marketing message.”

4. Definition 4 Counterpart of „word of mouth“ Social networks Customer as a central transmitter Strength is credibility of the carrier Similar to computer viruses Based on human behavior

5. Beginning 5 1996 www.hotmail.com Free e-mail service Budget of $ 50.000 12 Million users within 18 months Takeover by Microsoft for $ 400 million

6. Example Hotmail 6

7. Advantages Cheap and low costs Extensive reach High credibility High efficiency 7

8. Challenges Brand dilution –Avoid misinterpretation –Focus on entertainment (not brand) Viral marketing similar to word of mouth (but not the same) Effect is difficult to identify 8

9. function 9

10. Goals Sales increase Customer acquisition Customer satisfaction Customer loyalty Increase traffic of websites Increase brand awareness 10

11. Tools & Instruments Distinction: Active & passive tools E-mail & Websites Forums & Social networks Online Broadcasts & Podcasts Instant Messengers Online games | quizzes 11

12. Tools & Instruments Microsites E-Cards Video & audio clip „Tell-a-friend“ | share button Quantitative & Qualitative data analysis –SNA (Social Network analysis) –OVT (Online viral tracking) 12

13. Example Shareoption 13

14. Example Tell-a-Friend 14

15. Tools & Instruments 15

16. 7 tips 1.Create emotions 2.Do something unexpected 3.Avoid advertisements 4.Make sequels 5.Share it 6.Connection with comments 7.Never restrict access 16

17. Examples Language training –http://www.youtube.com/watch?v=cUEkOVdUjHchttp://www.youtube.com/watch?v=cUEkOVdUjHc –http://www.youtube.com/watch?v=YsCR9Y4Ymvohttp://www.youtube.com/watch?v=YsCR9Y4Ymvo Ford Sport KA –http://www.youtube.com/watch?v=5dzi_8Rscfshttp://www.youtube.com/watch?v=5dzi_8Rscfs Something special –http://www.youtube.com/watch?v=nojWJ6-XmeQhttp://www.youtube.com/watch?v=nojWJ6-XmeQ Kfee –http://www.youtube.com/watch?v=v7fTeT3g1AAhttp://www.youtube.com/watch?v=v7fTeT3g1AA 17

18. Conclusion Phenomenon that encourages people to pass along a message Similar to a virus Many advantages and disadvantages Good and efficient way to advertise 18

19. Thank you for your attention! For further information: www.fh-krems.ac.at Tel.: +43 (0)2732-802-0 Email: office@fh-krems.ac.at 19