Virus marketing 40 days infected 40 million people

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Viral marketing: 40 days infected with 40 million people

There has been an activity on the Internet recently that has "courted" 40 million people (41169237 people) in 40 days. On average, more than 120,000 people are involved every second.

This "speed of expansion" is staggering. In nature, it seems that only the infection of the virus can match it. If it is a virus, then within 40 days, it has infected two of Beijing, so many people, see the place will be aihongbianye, barren. If it is a marketing method for business, it will let the business community Dream, Fondle admiringly. After all, who doesn't want to make their marketing communications as fast and powerful as viruses?

Viral marketing is the low-cost, efficient marketing model that spreads like a virus. The basic idea of viral marketing. Viral marketing is a method of network marketing, that is, by providing valuable information and services, using the active communication between users to achieve the goal of network marketing information transmission; Viral marketing is also a kind of network marketing idea, and the meaning behind it is how to make full use of external network resources ( especially free resources) to expand Network Marketing information transmission channels. For example, the great power of viral marketing is like a tiny pebble thrown into a calm lake, the moment seems to just stir up a little ripple, the lake returned to calm, but wait a while, you will see the ripple in the continuous layer of the extension, just a few minutes, the entire lake has been shaken. This is the glamour of viral marketing.

A deliberate viral marketing strategy will extend this little ripple out of the way to an unimaginable speed, thus creating an unexpected effect. The marketing case of "wooing" 40 million people within 40 days

Back to the topic at the beginning of the article, what is the activity that prompted so many people to participate? And how does it spread? This is the torch's online relay, launched by the Coca-Cola Tencent Technology support. Throughout this vigorous activity, we have to deeply admire the charm of viral marketing.

Case Playback:

2008. March 24, The Coca-Cola Company launched the Torch online transmission. And this activity is a classic viral marketing case: If you win the torch on the line to pass the qualification, will get the "torch Ambassador" title, Avatar Place will appear a not lit icon, then you can send an invitation to one of your friends. If you can successfully invite other users to participate in the event within 10 minutes, your icon will be successfully lit, and will receive the "Coca-Cola" torch online transmission activities of the exclusive use of QQ skin. The torch delivers online activities on the QQ panel skin. And this friend can continue to invite the next friend to carry on the torch online. So。 Internet users to become proud of the online torch relay, "viral" chain reaction out of hand, "as if the surging river, stretching."

The event "courted" 40 million people (41169237 people) in just 40 days. On average, more than 120,000 people are involved every second. One months time, in everyone unknowingly, around a lot of friends QQ has a fiery red flame icon (also contains the elements of Coca-Cola).

Design planning This event, should be a first-class network marketing master. And to play viral marketing, in fact, not only the Coca-Cola family. Let's take a look at the following more examples: How to get the best results from viral marketing?

Let the viral marketing achieve the following six points: 1. provide valuable products or services

In the marketing people's vocabulary, "free" has always been the most effective term, most viral marketing programs provide valuable free products or services to attract attention, such as free e-mail services, free information, free "cool" buttons, powerful free software (may not be as strong as "genuine"). Words like "cheap" or "cheap" can be interesting, but "free" can often be noticed faster. The most successful in this regard is Jinshan company.

When people relish the low price of Jinshan poison PA is, what makes Jinshan poison PA's low-cost strategy so successful? In fact, Jinshan poison PA can achieve this effect, it is Jinshan poison pa in the early stage through viral marketing lay the foundation. We look at Jinshan poison PA carries on the whole process of viral marketing, in fact the process is very simple:

A. To provide a trial version of Jinshan poison pa free download and website reprint services; b. The trial version regularly notifies the user to upgrade the version or purchase the official version; C. Trial users for interpersonal communication, reproduced the web site for network dissemination, more people know Jinshan poison pa; d. More users free to use Jinshan poison PA trial version; E. Jinshan Poison PA's brand information spreads in a larger scope.

This procedure after repeated operation, Jinshan Poison PA received two obvious effects: first, brand awareness greatly improved; second, a large number of consumers began to use its products. This is the charm of viral marketing: Design a good scene, design a good plot, design a good result ... When the vast number of trial consumer groups have been formed, and used to use Jinshan poison PA (Trial version), Jinshan poison pa Genuine low price storm, so consumers have for it, therefore, Jinshan poison PA's success is also logical.

2. Provide the means to convey information to others without effort

Public health nurses are taking serious advice during the flu season: Patients who are away from coughing, wash their hands frequently and do not touch their eyes, nose or mouth. The virus spreads only when it is easy to infect, so media with marketing information must be easily transmitted and replicated,

such as: e-mail, Web sites, charts, software downloads. Viral marketing works best on the Internet because Instant Messaging becomes easy and inexpensive, and the digital format makes replication simpler, and from a marketing standpoint, the marketing message must be simplified so that the information is easy to transmit, the shorter the better.

3. Transmission range is very easy to spread from small to large

In order to spread like wildfire, transmission methods must change from small to large, the typical case is China's first use of flash technology produced by the mobile phone blockbuster, according to Stephen Chow "West Tour" adapted from the original reality show, flash more exaggerated funny. and combines the popular elements.

Once uploaded to the Internet, it is in Sina, Sohu, TOM, NetEase, Tencent, Flash guest empire and other sites quickly spread, its download has more than 10 million times, merged into the website selection of the "annual most popular Flash." In television and other media to play.

4. Use of public initiative and behaviour

Ingenious viral marketing plans take advantage of public initiative. What is the reason for the rapid increase in the number of "Netscapenow" buttons in the early days of the network? Because people crave for cool, gluttony is the driving force of people, and hunger, love and understanding are also driving forces. The drive for communications demand generates millions of web sites and 1 billion of millions of e-mail messages. The marketing strategy built on the basis of public initiative and behavior for transmission will be successful.

5. Network dissemination using existing resources

Most people are social, social scientists tell us, everyone lives in a close network of 8-12 people, the network may be friends, family members and colleagues, depending on the position in society, a person's broad network may include 20, hundreds of or thousands of people.

For example, a waiter may contact hundreds of customers in a week. Internet marketers have long recognized the importance of these human networks, whether they are sturdy, intimate networks or loosely networked relationships. People on the Internet also develop relational networks, which collect e-mail addresses and their favorite web addresses.

Pepsi Virus Marketing Case:

For marketers, the hardest part is how to get a deeper understanding of what consumers think and send their messages to their heads. The usual way is to try to improve the sound of information transmission, expecting the louder the voice, the higher the probability of being heard. But the virus has a smarter approach: they can find a way to get close to their carrier with a seemingly amorites path, clinging firmly to the carrier.

One of the pioneers of viral marketing Pepsi's marketing plan for Mountaindew beverages gives children the opportunity to get a Motorola pager by collecting vouchers for 10 drinks, plus 35 dollars for the Pepsi company. Pagers are a cool thing in the kids ' minds. Of course, children have to be responsible for buying pagers, and PepsiCo has the right to send the children a weekly Pepsi-drink paging message.

6. Use of other people's resources

The most creative viral marketing plan uses the resources of others to achieve their goals. For example, membership program, create your own text or picture links on someone else's website, provide authors of free articles, try to determine where their articles are located on someone else's page, and a published news may be cited by hundreds of journals as the basis for hundreds of thousands of of readers ' articles. Other print news or Web pages that forward your marketing messages are consumed by others rather than by your own resources.

In this respect we can draw on the viral marketing of Maotai.

How does Maotai use other people's resources to spread the virus? Industry insiders see--rely on public soft wen marketing is an important means, rely on mass media soft Wen guide Word-of-mouth dissemination, since 2003, Maotai Keliang continuously personally written and published "Maotai and Health", "the world's top distillation wine", " Tell you a real old Maotai, "Guo Wine Maotai, the soul of the Nation" and other articles is to achieve this goal. These articles, once published by the major network media scramble to reprint, through a simple few soft text for the release of huge detonation force? This is the peculiar effect of viral marketing. Because Mao borrowed media soft wen this virus marketing way.

Viral marketing Considerations: 1. Do not let the virus marketing into a virus

In practice, some marketers have struggled to use viral marketing, even as a goal, which is tantamount to trifles, and any marketing means is for a certain purpose. At the same time, there are some superficial understanding that as long as the bottom of the message to write "Please visit our site", or "please send this message to your colleagues and friends," such as the language is viral marketing.

In fact, the essence of viral marketing is the use of other people's channels of communication or behavior, voluntary will be valuable information to a wider range of dissemination. If the information or other services provided are of no value, either a plea or a threat will not produce a true viral effect, but it is objectionable and becomes a real virus.

The same is the free e-mail service, why Hotmail can become a viral marketing classic, and other sites did not achieve the same brilliant results? The answer should be: lack of originality!

2. To spread in a certain range

In addition, viral marketing gives people the feeling is must be in a large range of dissemination, in fact, not every website information can or need to let the whole world know.

Virus line Marketing has a broad range, such as the industry's products for all to release, not only waste a lot of resources, but also make many customers feel disgusted. And if the industry can be broken down in the site or the media release, will inevitably bring the effect of a multiplier.

This article source China Garbage PO Network (www.lajipo.cn), reproduced please specify.