Kaplan and Haenlein (2011), Two hearts in three-quarter time How to waltz the social media viral marketing dance Flashcards
Viral marketing
A form of electronic word-of-mouth (eWoM) where marketing messages
spread exponentially through social media.
Benefits of viral marketing
- Low budget but broad reach.
- Comparable to large-scale TV advertising campaigns in effectiveness.
- Famous examples: Old Spice (“The Man Your Man Could Smell Like”), The Blair Witch
Project.
Core Concepts: Word-of-Mouth (WoM) vs. Viral Marketing
Word-of-Mouth (WoM):
- Definition: Sharing information about products/promotions between consumers.
Viral Marketing:
- Definition: Exponential growth in message transmission through social media.
Word-of-Mouth (WoM):
- Characteristics:
- Reduces decision-making time and perceived risk.
- Credible because it comes from friends or peers.
- Electronic WoM (eWoM):
- Reaches a broader audience faster than traditional WoM.
- Easier to monitor and measure (e.g., online reviews on Amazon).
Viral Marketing:
- Two core elements:
- Growth rate > 1: Each recipient forwards the message to more than one person, leading
to exponential spread. - Use of social media:
* Platforms include Facebook, YouTube, Twitter, etc.
* Builds on Web 2.0 and User-Generated Content.
The Three Conditions for Creating a Viral Epidemic
- Messengers
- The message
- The environment
Messengers
- Three critical roles:
- Market Mavens: Knowledgeable individuals who share information early.
- Social Hubs: Highly connected individuals who amplify reach. => Higher number of social connections
- Salespeople: Persuasive individuals who make the message compelling.
The Message
- Must be memorable, interesting, and emotionally engaging.
- Effective strategies:
True stories, rumors, humor, and lists (“Top 10 reasons…”). - Trigger emotions like surprise, joy, or fear.
The Environment
- Dunbar’s Number: Individuals can only maintain meaningful relationships with ~150 people.
- Focus on disconnected subcultures for message seeding rather than mass audiences.
- Success often requires timing and luck.
Four Types of Viral Marketing Campaigns
- Nightmares
- Strokes of Luck
- Homemade Issues
- Triumphs
Nightmares:
Outcome: Negative
Initiator of viral marketing campaign: Customers
=> Negative consumer response damages the brand.
Strokes of Luck
Outcome: Positive
Initiator of viral marketing campaign: Customer
=> Unexpected success initiated by consumers
Homemade Issues:
Outcome: Negative
Initiator of viral marketing campaign: Company
=> Company attempts to manipulate social media but fails.
Triumphs
Outcome: Positive
Initiator of viral marketing campaign: Company
=> High-impact campaigns with positive outcomes
Five Rules for Successful Viral Marketing/when spreading a virus
Viral marketing is only as good as the remaining marketing mix:
- A viral campaign cannot compensate for bad products, pricing, or distribution.
Viral marketing needs to be backed up by traditional communication:
- Viral buzz fades quickly; traditional media (e.g., press releases) ensures sustained engagement.
Excessive planning and intervention can kill campaigns:
- Let campaigns develop organically post-launch. Example: Evian’s “Roller-Skating Babies.”
Highly provocative messages are risky:
- Edgy content may backfire (e.g., Microsoft’s “Perfect Dark Zero” campaign was seen as
distasteful).
Luck and gut feeling matter:
- External factors beyond company control often determine success (e.g., Heinz’s failed attempt
to replicate Pepto-Bismol’s viral campaign).
The Concept of Six Degrees of Separation
- Based on the small-world phenomenon, viral campaigns exploit the interconnected nature of
social networks. - Viral marketing may lose its effectiveness over time as users grow resistant to such strategies
(similar to telemarketing).
