Understanding viral Marketing: A legend of symbiosis with the Internet

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The so-called viral marketing, refers to the initiator of the product initial information to the user, and then rely on the user's spontaneous word-of-mouth propaganda, because of its principle and virus transmission similar way, economics called viral marketing. Viral marketing is a common and very effective method in network marketing. Experts for viral marketing made intuitive positioning: through the Forum, community, BLOG, podcasts and other means to promote the topic to the target netizens, and then rely on the target group spontaneous agitation Word-of-mouth spread, thereby promoting the target brand sales for viral marketing.

The success story of Happy Net

Viral marketing enables your network customers, mail subscribers to become your online business microphone, so that your online business volume exponentially explosion growth. Viral marketing utilizes the active communication among users to spread the information like a virus and achieve the goal of promotion. Viral marketing method In essence is to provide users with valuable free services, while attaching certain promotional information, commonly used tools include free e-books, free software, free flash works, free greeting cards, free mailbox, free instant chat tools. If applied properly, viral marketing can often achieve very significant results at very low cost.

Happy network of viral marketing is the domestic SNS website to do the most successful example. March 2008, Cheng founded a happy net, through the viral marketing model, just over a year's time, with unique marketing and products to become the internet industry a dark horse. You can not optimistic about the profit model, but you have to admit that one of the most important network events in 2008, is happy net in white-collar groups in the popular, so that on happy net into a fashion. Vegetables to steal vegetables, grab parking spaces ... Happy net like a virus in the crowd spread. So, in white-collar people have spread such a popular language: July 2008 ago You did not listen to happy net, this is normal, because it was just founded soon, July 2009, if you do not have a fun account, it is clear that you have "out".

Win in marketing means

In fact, the products provided by Kaixin is not new, photos, diaries, book reviews, film reviews and other information-sharing platform, short message, message, comments and other means of communication, business management, network hard disk, collection and other personal tools, voting, answer, truth and other interactive topics as well as friends, business, parking, buy house and other interactive components, Most of them are from foreign big social networking sites such as Facebook, Twitter and so on, happy net completely copied the practices of Facebook, such as car parking, voting, testing and other small game plug-ins, through these applications to attract idle white-collar people become loyal users.

Although, as a copycat, the product provided by Kaixin is not very surprising, but its successful marketing tools is indeed a winner of the example. Looking at the marketing model of happy NET, we can find that in the happy net is very popular, earn a foot behind the eyeball, it is happy network almost did not spend a penny for advertising, and basically not in other websites advertising links, but completely rely on viral marketing communications, SNS website will be the most traditional viral marketing play to the extreme: MSN users mainly white-collar, through the cooperation with MSN, happy Net access to MSN user data. After the user registered in Happy NET, MSN will automatically send the invitation link to its MSN friends. Sometimes, MSN users receive a good dozens of links in a day, inviting them to enter the net, until the MSN user finally registered. Once registered, it automatically becomes the next propagation node. Relying on this explosive viral marketing model, happy net users in a few months in a geometric growth.

Find an entry point

In fact, when it comes to replicating Facebook's model, cleverly find a breakthrough point, through the "six-degree space theory" accurate grasp, rely on IM and e-mail virus-type transmission, choose the Internet, media, advertising, film and television and other "interpersonal interaction" relatively strong industry, to these industries engaged in the market, Public relations, sales personnel as a breakthrough, assisted by Word-of-mouth dissemination, so that happy net in just a few months swept in the network world. There are data shows that from May 2008 onwards, happy net traffic and popularity soared, as of December 2008, the number of users, according to the most conservative estimates, also between 5 million to 8 million.

Analysts believe that, because the user group characteristics clearly ——— as white-collar, high value, and stickiness than other types of forum, community, in accordance with the value of 1000 yuan per user calculation, the value of happy Net is about 5 billion to 8 billion yuan. If you make a horizontal comparison with the same type of SNS community website, you will marvel at the incredible spread of viral marketing.

Finding the right opinion leader

Happy NET marketing model gives us the following enlightenment: to make a product to get a good promotion channel, first of all to find the right opinion leader. Finding the right opinion leader is important in the early stages of viral marketing; viral marketing is a lot of work, but in most cases, opinion leaders can help you with less. So it's important to find contacts, insiders, and salesmen who really like your product. Second, the use of Word-of-mouth marketing methods ——— Viral marketing another key point. Word of mouth, is a trust in the process of passing commodity information once, if the positive merchandise information between you and your friends can not be smoothly transmitted, you do not expect them to be widely disseminated through the form of Word-of-mouth. Third, the gradual approach does not seek a quick. Viral marketing and traditional network marketing methods have the same point, that is, "good soup needs slow stew," sometimes, too eager to express their business purposes, customers will not buy, and naturally let customers accept, often will receive unexpected results.

A new product, brand, let the consumer accept, approve, like it, at the same time can feel the product to pass out the brand proposition, really is not an easy thing. Only the perfect virus communication system is not the key to promote the rapid development of users, more is the virus communication system and product function of the mutual cooperation. A good communication system, can not let users take the initiative to use, but also in vain.

SNS website Viral marketing, is a low cost, high conversion rate promotion way, its success at the same time tells us, each common promotion method, achieves the Acme, can become the very good marketing means. (the author Rui Wang)

This article by the Twitter China-Financial class CPS Alliance (Summer Wind) finishing! Copyright belongs to original author