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Demystifying Viral Marketing – 7 Myths of Viral Marketing Campaigns - Jean-Francois Belisle, M.Sc. Unfortunately for managers and fortunately for e-marketing consultants and agencies, viral marketing is anything but easy.
Viral Marketing Campaigns should be short – generally a maximum of 3 months – sometimes 15 days are enough to spread the message. Many managers think that you need lots of users (reachable via their e-mail) as a baseline to spread the word. Even though it is proven that some products can be considered as trendier than others and more willing to propagate, if your online marketing plan is sloppy, and if the viral marketing campaign is not as trendy as the product, your chances of growth are quite diminished. Some organizations might think that viral marketing is costless and that all you need is: (1) a database, (2) good content and (3) a message (sometimes incorporating the content) that will be sent to many potential viewers. As organizations may know, the sentence “build it and they will come” from the 1989 movie Field of Dreams doesn’t prove to be true in e-marketing.
In conclusion, these 7 myths are only some common examples of myths surrounding viral marketing campaigns.
It gives some good insight about who shares, why and how to reach them with content they will share. According to Keller Fray (a leading research agency into WOM) only 10% of conversations about brands happen on line. And according to Neilsen, the single biggest factor in successful online is the creativity (no surprise to agencies).
Your material has to fall into one of these categories for people to start posting it all over Twitter & Facebook.
The common misconception is that advertising leads to sales but the truth of it is that most of the advertising doesn’t work. As with all things internet-related, viral video production has become a lucrative economic endeavor. Dieser Artikel ist der Versuch, eine klare Abgrenzung von WOM, Buzz und Viral Marketing zu definieren, die auch mit Beispielen veranschaulicht wird. Definition: Digitale aufsehenerregende Werbebotschaft, die viral von Nutzern uber das Web weiterverbreitet wird. Definition: Sozusagen der Offline Bruder von Viral, disruptive, provokante oder faszinierende Markeninszenierung mit dem Ziel, eine moglichst hohe Anzahl an Medienberichten zu erreichen. Es gibt auch Mischformen aus Viral und Buzz – die Obermutten Aktion auf Facebook ist ein gutes Beispiel dafur. Fakt ist, WOM Marketing hat Schnittmengen zu den Marketingformen Viral & Buzz, aber auch zu Guerilla- und klassischem Empfehlungsmarketing und nutzt aus jedem dieser Bereiche Elemente, Techniken und Methodiken. Der Versuch der Definition und Abgrenzung der mit einander verwandten Begriffe Viral, Buzz und WOM ist nicht neu.
Weitere schone Beispiele, die eine Abgrenzung erleichtern, finden sich hier und beim Marketing Explorers Blog. This entry was posted in WOM, WOM Arten, WOM Forschung, Word of Mouth and tagged Buzz Marketing, Viral, WOM, WOM Arten, WOMMA, Word of Mouth.
Susan Boyle's audition on the TV show Britain's Got Talent received over 100 million views on YouTube making her an international star in 8 weeks.
However, few organizations are conducting state-of-the-art viral marketing campaigns and few of them are really aware of the myths surrounding this buzzword.


As discussed by social networks guru Duncan Watts, for each successful viral marketing campaign, there are many that fail. In this way, propagation is not directly influenced by the product, it is influenced by the content of the campaign, which I agree can be influenced by the type of product. However, even though it is true that you can start a viral marketing campaign with these components, there can be big money involved there, since all in all, a viral marketing campaign is like an architectural project, costs are higher than predicted and are related to the quality. Thus, the propagation of a viral marketing campaign starts when users are becoming aware of the existence of the campaign. Although it is trickier to measure the impact of a viral campaign when it propagates on other websites, something sure is that it is not hard to measure what is going on our organization website. This could be helpful for someone in search for more content specific advices at the platform-level.
Viral marketing is the process of your digital voice or a certain marketing effort getting sucked into the slip stream of your audience and growing exponentially by the work of your community (does that make sense?). The fine folks over at SingleGrain recently put together this infographic describing the process of viral marketing and how it goes about going into action. The tech industry has grown to unbelievable levels and the dorks are winning — how do we know this? Viral und Buzz konnen dabei gute Gesprachsstarter von langanhaltendem, nachhaltigerem WOM sein und werden teils auch dafur eingesetzt, sie konnen die Wirkung von echtem WOM Marketing jedoch nicht ersetzen.
Wesentlicher Unterschied von WOM zu den anderen Marketingformen ist, dass immer der Nutzer, Konsument, Kunde und sein personliches Markenerlebnis inszeniert wird und nicht die Marke selbst. Dave Balter, Grunder von Bzzagent, einer der ersten WOM Agenturen in den USA, hat die Unterschiede bereits 2008 beschrieben. WOM?s NEWSLETTERJetzt abonnieren und uber News zu Word of Mouth, Terminen, Events & Seminaren von MR. Gangnam Style by PSY a South Korean singer has so far had 1.3bn YouTube views and he is now a global star. Wilson's six viral marketing principles provide guidance on how to create a successful viral marketing campaign. In quest for some common myths around viral marketing campaigns, I recently read an article entitled: “The ten worst viral marketing campaigns”, which gave me an idea as to where some organizations fail to achieve their objectives. However, to increase the chances that it actually works, the viral marketing strategy should be under the direction of e-marketing experts (unlike in the illustration at the top) and part of a well-defined online marketing plan. As one of the fundamental objectives of viral marketing campaigns is to gain a larger database, viral marketing campaigns should be considered as long-term strategies that should be used to attract new users and propagate awareness, to thereafter through other e-marketing strategies turn them into loyal users (consumers). In this way, the first important question to ask is how many emails of users your organization has in its current database, and in relation to this, to what degree are those users involved.
One other important component to take in consideration is the potential number of users the company could reach via this strategy.
In this way, for users to become aware of the viral marketing campaign, what is first needed is to contact them. As stated earlier, one of the objectives of a viral marketing campaign is to increase the number of users in our database, this would be a first metric. However, I think that these results are biased upward (most respondents are way more tech savvy than the average population) due to the data collection method. For something to go viral there are certain touch points your marketing effort needs to hit in order for it to occur successfully.


WOM hiermit auch gleich zur offenen Diskussion mit Vorschlagen fur alternative Definitionen (Kommentare sind daher gerne gesehen).
In this way, this post is an attempt to regroup 7 of the most common myths surrounding the viral marketing phenomenon. An organization is better off with a small number of users that will at least read the email sent to them, than with a high number of users where most of them won’t even open the email you sent.
In this way, an organization of any size operating in a B2B perspective doesn’t really have a clear advantage of launching this type of campaign. Important questions that may arise may include: (1) is it worth my time to send it to a friend? A problem that may arise as stated in the third point is a lack of quality of the database. Personally, even with that constraint I think that some of these insights are still interesting. They also fall for numbers, because it validates things, like paying for lots of analytics about nothing.
Auch werden auf Marketing- wie auch auf Agenturseite meist mehrere Begriffe und Definitionen synonym wie auch irrtumlich fur WOM Marketing verwendet. Die Word of Mouth Marketing Association WOMMA sieht es genau umgekehrt, fur sie ist Word of Mouth ganz klar die ubergreifende Klammer fur Bereiche wie etwa Digital bzw. Thus, the size of the organization doesn`t really matter, especially considering that small organizations with lower market shares have more to gain than the ones with high market share. This problem can be solved by buying a list of e-mails, for which the price of each thousand e-mails may vary between $100 and $250 depending on the agency and the specificity of the list. The creativity is the most important element yet they expect to pay nothing (either for the ideas or execution) and want it done over night.
Viral, Buzz, Social Media, Empfehlungs, Guerilla oder Conversational Marketing sind hierbei die haufigsten Bezeichnungen. Furthermore, another way to spread the word is through advertising, but once again not at any cost.
However, one of the worst kinds of database a company could have would be one where everyone in the database is connected to one another and has huge overlap in the people present in their social network. Unless we are talking hundreds of thousands, stick to traditional high volume advertising media like posters, radio, press, TV and PR – we still read more papers than articles online. Then, as you point out well, add seeding, databases, monitoring, analytics – one big bill. And concerning the costs, what about the personalization of e-mails, and with which software? What is most needed is a small number of the “right” users, not necessarily the influencers, but more precisely the ones that are connected to these influencers and that are willing to positively propagate the information, a group that Seth Godin labelled the “hive”.



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