The theory and practice of viral marketing

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Viral marketing is a common network marketing method, often used for website promotion, brand promotion and so on. Viral marketing uses the principle of word-of-mouth communication, on the Internet, this kind of "word-of-mouth spread" is more convenient, can spread like a virus, so viral marketing becomes an efficient way of information dissemination, and because of this communication is spontaneous between users, so almost no cost of network marketing means.

Feng Yingjian in the "Network Marketing Foundation and practice" that viral marketing is not really to spread the virus way to carry out marketing, but through the user's Word-of-mouth propaganda network, information like a virus spread and spread, using the way of rapid replication to thousands, millions of audiences. Outside the internet, viral marketing has been called "Word-of-mouth", "Media lever", "network Marketing" and so on.

A classic example of viral marketing is hotmail.com.

1. Provide free e-mail address and service;
2. Add a simple tag at the bottom of each message: "Get your private, free email at http://www.hotmail.com." ；
3, then, people use free e-mail to send information to friends or colleagues;
4. The person receiving the mail will see the information at the bottom of the message;
5, these people will join the use of free e-mail services, and then;
6, Hotmail provides free e-mail information will spread in a larger range.

Dr. F. Wilson, a renowned e-commerce consultant, Ralph an effective viral marketing strategy into six basic elements:

1, provide valuable products or services;
2. Provide the means to convey information to others without effort;
3, the scope of information transmission is very easy to spread from small to large;
4, the use of public enthusiasm and behavior;
5, the use of existing communications network;
6, the use of other people's resources.

Liu According to China's Credit talent network "professional Credit + network recruitment" positioning, the current time period is just the peak of job hunting, and the way the network recruitment by the university graduates welcome, to determine the use of viral marketing as a way to promote China's credit talent network one of the means.

Now there are hiall, fresh job nets and other specialized for college job search site, to seek differences to provide valuable services, it has to be from the user's perspective to analyze. Fresh students, especially the famous college students in the process of taking part in a job search, inevitably have to search the internet for the needs of the pen, so decided to the various names of enterprises to collect the pen, the face, the integration of information resources and production into a PDF format documents; Put the completed ebook on the website for download and read In order to let more people know the Chinese Credit Talent network, and to download and disseminate resources, combined with the Community marketing, instant communication marketing methods, such as multi-level promotion; Because the resources for the vast number of users need, so the download volume and spread the number of a sudden growth. This method has achieved good publicity effect with low cost.

Attached article: the implementation of viral marketing

"Viral marketing" is the core of the "virus" manufacturing. Regardless of the form in which the virus ultimately behaves, it must have a basic infection gene. "Virus" must be unique, convenient and must be "cool", and can let the audience accept voluntarily and feel the benefit is not shallow. "Viral marketing" must be "allowed" rather than "compulsive", so that audiences can voluntarily accept and voluntarily spread.

1, the manufacture of "virus"

First look at Gmail, it has a Google brand for support, and as the world's first 1G free mailbox, its "cool" has been formed. Then, use the mysterious invitation mode to hoist the user's appetite. On the surface, Gmail did not face the large-scale user open, but the use of limited invitation way, but it is this half cover posturing get netizens shone, all to obtain an invitation to register success for the joy, but also limited invitation to the same baby sent out to the table generous. The whole process was a game-like delight. More people auction on ebay, for a time, Gmail evolved into a hot underground trading goods.

Perhaps it is a coincidence that, perhaps, is part of the marketing strategy, and the privacy tort lawsuit has helped to boost Gmail propaganda. Google in order to put keyword ads in the 1G mailbox, using robots to scan email content, this is to violate the privacy of users to court, make the town, not you do not know the famous Gmail.

Gmail does have some instability in the test, but it is actively developing more service functions. Gmail to do this, even if not to do any marketing activities, what the slightest sign of trouble, all own media, netizens scramble to "report."

2. Selection method

Killerstandup.com the way to use electronic books is also fastidious. If it is an ordinary email, the user is often deleted after reading it, and may even be considered a spam message at the beginning. In contrast, the spread of e-books and save time can be more lasting, so the marketing effect is more obvious.

3, find the "low immunity" crowd

Some of the most susceptible "low immune" populations must be found to spread the "pathogen" everywhere. Tencent in doing QQ promotion, it attaches great importance to the "low immunity" of the people to find and lock. The average age of the users they identified was about 20.6 years old, a group of fashionable and sensitive people. This is part of the absolute "low immunity" crowd, they have no ability to resist QQ "virus", can quickly accept and actively spread.

4, "Virus" activated program

In order to prevent the "virus" in the flow of "self hypnosis" state, you must give the "virus" itself "self-activation" function, this program is more in the "virus" in the propagation path to write.

QQ in the propagation path of the development of a number of new attempts. At the beginning, Tencent set up a link on the main mainstream website and QQ software download, and called the Q bugs "Don't call me, please Q Me", and then through the establishment and dissemination of QQ culture, to promote the QQ family to establish their own online community, so that the QQ family has a stronger sense of belonging.

5, "Virus" update

Network products have their own unique life cycle. Still take QQ as an example, as a kind of "virus", QQ cycle is very short, usually a version of QQ after the launch, the first QQ will be because of novelty and crazy chase, but soon, they will be tired, if they are tired of not in time to update the version of the QQ group will slowly lose, "virus" "multiplier effect" began to decline.

The market's acceptance process for a new thing will always be different. Experiments show that the "virus" in the early days of the real "low immunity" crowd actually very few, "virus" diffusion will be a gradual increase in the process, with the "virus" spread, the virus infected people began to appear in large areas.

6. Hinterland Diffusion

Once the poisoned population reaches a certain scale, the role of the product and service information carried by the virus itself begins to show. Audiences generally have the characteristics of dog, it is natural to the "virus" obsession to migrate to the products or services it carries, thus forming a product or service itself natural sales.

At this point, Tencent is relatively successful. Through the virus marketing QQ, Tencent quickly occupied a large number of netizens groups, and then use the existing audience foundation, successfully developed a text message, network advertising, network games, QQ registration, etc. based on their own resources advantages of a full range of profit channels.

Author: Liu
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