VIRAL MARKETING là gì, phân tích tác động lên hoạt động kinh doanh

VIRAL MARKETING gì, phân tích tác động lên hoạt động kinh doanh CONTENT: "The term viral marketing is mentioned by Professor Jeffrey F Rayport at Harvard Business School (USA) in the article The Virus of Marketing (virus style advertisement) on Fast Company magazine in 12/1996 The term was more lately popularized by Tim Draper and Steve Jurvetson, the founder of Draper Fisher Jurvetson, in 1997” With the strong development of current information technology and communications, the marketing field has extremely favorable conditions to exploit and deploy aims to achieve the highest efficiency Besides the television, radio, newspapers, the appearance of the Internet has led to a new face which extremely forms flourishes for Viral Marketing in particular and the field of marketing in general For any service, product or brand, the initial aim is to create its impact to the customer, to the market and one of the best solutions is Viral Marketing (VM) When mention about the VM, firstly VM can be understood based on the principle of diffusion of information , similar to how the virus spreads from person to person exponentially and it is easy to see its advantages features: low cost and high efficiency In the past, the VM is synonymous with the term "Words of Mouth", which means word of mouth marketing; however, because Marketing in general is too large field, in this assignment, I just mention its "evolution phase", which is the form of viral marketing on the Internet Nowadays, the communication marketing methods such as marketing on television, in newspapers and websites proved very costly but efficiency is not always high, the Internet environment can help marketing maker to spread the messages about products and brands to the user with a breakneck speed and extremely effect Not yet mention about the advantages of VM, I will provide some of the price list of advertisement services to see how low-cost when deploy VM – Rate for advertisement banner on website 24h.com.vn 24h.com.vn is one of Vietnam online news which has the largest number of readers today 2-The advertisement price rate on VTV - Vietnam Television: This is a shortened copy of the notice No 1/2013, regarding the advertisement rates applying from 1/2013, source: tvad.com.vn We can see that to order advertisement on the media with such high tracking number need a huge cost, and maybe not any advertisement also obtained good results According to the results of a statistical study shows - 18% of advertisement on TV generates a rate of positive investment payback - 84% of B2B campaign brings more and more low income levels - 100% more investment in advertising generates only 1% - 2% of sales - 14% of consumers trust advertising - 69% of consumers prefer ad-blocking technology Looking at this, we can see marketing and media advertising is becoming less effective, high cost and low investment payback ability Besides, there are also studies indicating that in average, one person has: 11-12 intimate relationships, about 150 social relationships, and from 500 to 1500 other relationships, and consumers tend to rely on the advice of their friends And you attempt to create a positive impact to a customer group is a target of Viral Marketing strategy, and if it is effective, you will not spend too much cost in order to your message has spreader widely, your customers will find your product in a very natural way To prepare for this assignment, I have scheduled a small plan about production marketing and it has been implemented, there is a certain success But to start, I will mention about the Nike shoes Company in a recent event That is event: former Shanghai City Party Committee Secretary Bac Hy Lai stand trial On 22-9-2013, Mr Bac was sentenced to life imprisonment by Intermediate People's Court of Te Nam in Shandong province for corruption, embezzlement and abuse of power However, there is nothing that affects Nike's business until whether or not that netizen "accidentally" discovered Mr Bac’s shoes wearing in the court is a product of Nike Immediately, according to the Want China Times reported, disgraced politicians wore sneakers which belong to a limited edition of Nike On 25 of December, the Duowei News reported the black shoes of Mr Bac wearing at the court have become the "hot goods" on the internet After that, many online newspapers reported Mr Bac come to prison and attach with a piece of introduction of Nike shoes (in Vietnam, vnexpress.net , dantri.com.vn, 24h.com.vn which is large newspapers also reported), creating invisible an extremely effectively advertisement, and make sure that if any, it is very little cost Especially for Nike, the sport shoe company has always known how to use celebrities to promote their products, such as clip "Ronaldinho: Touch of Gold ", "Just write it" have a huge number of viewers only based on youtube.com Back to viral marketing strategy for my product as above stated When starting to this assignment, I have a clip "using automatically vending machine at the Ha Noi University of Business and Trade - HUBT " one years ago and at that time, the only purpose is uploaded for fun, at this time when doing this exercise, I had the idea to turn my clip into a product that I can collect the profits from the view and selling advertisement on this clip I started to register a YouTube Partner and Google AdSense account, with YouTube Partner you can earn money from the views to video clip that you create, with Google AdSense you can insert advertisement into the clip and earn money from the viewer clicks on the advertisement To this I have posted the clip on the entertainment website with a larger viewers, however, as a new registered member, I can not post that clip I diverted through smaller areas such as personal pages on social networks , forums a form known as spam, my strategy was to create an exciting clip make viewers feel excited and will share this clip to their friend or other entertainment networks and social networks My number of viewers increased also means my revenue increased And after days, my clips were present on most of the major entertainment networks posted by the other members, the amount of viewers increased dramatically At this time, I had nearly 100,000 views Automatic vendor machine at HUBT Last 30 days (19-10-2013 – 17-11-2013) The lecturer can search for keyword "may ban hang tu dong hubt" will lead straightly to my clip on youtube.com; data was captured when Youtube system was not updated the views So with one available clip, and my colleagues are social networks, forums, entertainment network, where a lot of people willing to exchange and share what they find interesting, I did not cost any money to implement my campaign but still get income except to have to pay for electricity and internet fee Of course this is only a small plan in my assignment and I not intend to develop further From these figures and the story, we can see the biggest difference between viral marketing and traditional forms which is cost, you just have to spend a little money to advertise their products and indirectly to a large number of consumers, customers have access to messages about your product in a very natural way You not need to invest long -term, you save a lot of time What you need to is prepare a good idea, as in my process, clip on an automatically vending machine is relatively new in Vietnam, beside the comments, conversation with the nature of fun I think it's a good idea that many people would be interested If there are good ideas I thought I was going to be 50 % successful After having a good idea, I need to give myself a tool to bring my ideas to the desired object That is Internet and the main target is large entertainment networks with influential level As a recent example which is the phenomenon of "Ba Tung" first introduced on haivl.com entertainment network, then was posted on Kenh14.vn and other pages and attract a lot of teenagers to access and post interview , and introduction and now she is very famous Besides the low cost advantage, the essence of Viral Marketing is spreading, means that it is capable of self-replication after having impact Because of this ability that VM still shows very high efficiency but it means that it is difficult to control this wave And the second thing mentioned in the assignment is the effectiveness of this form of viral marketing As discussed above, consumers tend to search for and listen to the share, the suggestion of a relationship A successful VM Program is a program that can make the audience would like to share the message of this program to others in a natural way, and moreover, it will be an extremely successful marketing strategy when it is beneficial for all involved parties Go back to the main issue of the effectiveness of VM I would like to take the example of a campaign that I think it is very effective: it is "Diet Coke + Mentos Explosions", a clip about two scientists who created series of explosions when put mentos in coca "Diet Coke"; this clip was firstly released on youtube in 2006 and there were approximately 13 million views, up to now many clips are imitated the idea Path: http://www.youtube.com/watch?v=hKoB0MHVBvM An interesting story is created that amazed everyone who saw clips felt something very new and want to share it with the other as the way to prevent such a dangerous combination of kinds of food and beverages, a part of the people want to hear evidence and search for information about mentos and "Diet Coke", the rest of them have postulated and counseled others "do not both eats mentos and drink coca Diet Coke " Therefore, millions of people know about brand Coke "Diet Coke", which was a huge success when compared to the scale of implement of this clip Apparently, the above mentioned "two scientists" have indirectly created on the advice, especially the warnings that has huge spreading capacity, and it comes with a brand that people know about the true purpose of who made this campaign So, how to have an effective campaign of VM The below is my analysis on the campaign of "Diet Coke" according to the model of a standard Viral Marketing campaign Creating a message - Identify Viral Marketing TARGET & OBJECTS: Objective: Promote the brand "Diet Coke" and "Coca-Cola" Object: Diet Coke is a carbonated beverage for dieters of Coca Cola but it is towards to all consumers - Create MESSAGE based on a scientific video about the reaction between Mentos and Coke: People should not combine the two foods together - Messages are: Compelling, interesting curiosity and useful information to the receiver, two casts as scientists will perform experiments The contents are very creative, attract the attention of customers, and that they share the ad with others A creative message will be spread exponentially Especially as it previously was not a laboratory scale that this product about appeared on internet videos, and also no cases have been reported in danger when using two foods at once and no one both drink coca mentos and coca Choose channel to transfer the messages - Transferring Channel: Youtube.com and other video-sharing network Effective Measure - Qualitative: From the uploaded comments we can see the user's response, everyone only amazed when knowing this but no one said that coke is a harmful beverage - Quantification: Based on the statistics of views of the youtube.com video according to the time table, it can easily evaluate the spread of video Risk Management: Based on the comments of the viewer, we can see the reaction of the user, based on a video by scientific experiments will help people know the brand Diet Coke which everyone is only interested in the strange and dangerous when combined Mentos with Coke This limits very much skewed to transmit messages, information easily controlled If only stating particularly the field of marketing, this is a great success of Coca-Cola Company; however the introduction of this product is a serious mistake in its development When appearing Diet Coke, Coca Cola has had a meeting and announced that from now onwards will no longer more traditional Coke products Rather it is a Coke product sweeter and softer Within 24 hours after the press conference on April 23, 1985, 81 % of the U.S population no longer has information products more traditional Coke Next week, 40,000 letters flying to the headquarters of Coca Cola, every day there are 1,000 phone calls complaining about the quality of new products Coca Cola’s stock price has plummeted dramatically, to 13.6 % - the worst figure in the history of its development 87 days after emergence Diet Coke, Pemberton’s classic formula - Father of Coca Cola was back on the price in the shops and supermarkets in the form of vintage bottles And it still exists nowadays Thus, Viral Marketing was first defined in 1996; until now, combined with the strong development of the Internet has confirmed his great advantage VM from one form of marketing is becoming a marketing trend, and it is the first choice of the advertising companies, enterprises, organizations and individuals because of advantage characteristics such as cheap investment cost and its very high efficiency Viral Marketing is high interactive and creative, thus, it is possible that there will be the unwanted feedback from customers such as misunderstanding messages or the negative comments Therefore, enterprises need to deal with risk and regularly control situation to react appropriately and timely Viral Marketing is a form of relatively new advertising in Vietnam Despite the low cost, the spread of this form is not weak; along with it are the potential risks It's like a double-edged sword, requiring enterprises to research thoroughly before proceeding with a viral marketing campaign References: - wikipedia.org - google.com - 24h.com.vn, vnexpress.net, tvad.com.vn The assignment is about viral marketing methods to introduce and clarify its advantages characteristics as well as how to apply it in practice I have tried to present and give specific evidence to increase the convincement when building this assignment, however, with limited knowledge it could have inevitable errors I wish to have the lecturer’s comments and support Sincerely thanks! OUTLINE: VIRAL MARKETING (VM) I –INTRODUCTION I.1 – INTRODUCTION ABOUT VIRAL MARKETING I.2 - CHARACTERISTICS OF VM I.2.1: LOW COST I.2.2: HIGH EFFICIENCY II - ANALYSIS II.1 –LOW COST II.1.1 – COST OF SOME OTHER FORMS - TRADITIONAL ADVERTISING (TELEVISION, ONLINE NEWSPAPERS) II.1.2 – COST OF A CAMPAIGN VM (NIKE) II.1.3 - COST OF DONE VM CAMPAIGN (YOUTUBE) II.1.4 – COMPARE TO CONCLUDE II.2 –HIGH EFFICIENCY II.2.1 – EFFECTIVENESS OF A VM CAMPAIGN II.2.2 –HOW TO CREATE EFFECTIVENESS III – CONCLUSION ... means word of mouth marketing; however, because Marketing in general is too large field, in this assignment, I just mention its "evolution phase", which is the form of viral marketing on the Internet... the campaign of "Diet Coke" according to the model of a standard Viral Marketing campaign Creating a message - Identify Viral Marketing TARGET & OBJECTS: Objective: Promote the brand "Diet Coke"... Thus, Viral Marketing was first defined in 1996; until now, combined with the strong development of the Internet has confirmed his great advantage VM from one form of marketing is becoming a marketing