The most common marketing method of oral virus is "telling friends" or "recommending to friends", which is also the method used by most websites. For this method, the usage rate of each website is different. For some entertainment websites, the usage rate of "tell a friend" may be higher. But for other large content websites, this method is not enough. The usage rate mainly depends on the type of recommended content and the characteristics of user groups. However, this viral marketing can be implemented at low cost and quickly, and the effect can be enhanced by introducing competitions and lottery.
transmit
For most email users, this is a very popular activity. Whenever you receive an interesting picture or an attachment to a cool Flash game, you usually send it to your friends. And they also send attachments to their contacts in turn. This snowball effect can easily create a distribution channel, which can reach hundreds of people in a few hours, starting with an email.
Here we will talk about how to implement the "pass it on" virus marketing: make an interesting game with Flash and send it out according to the address in the address book. Flash should include your website address and invite people to click on your website. At the same time, provide game downloads on your website. Then wait and see how it spreads like a virus.
To successfully implement "pass it on" virus marketing, you must create something that people want to share with others, such as PowerPoint slides, interesting graphics and small applications.
Take email viral marketing for example. The basic process is as follows: (1) Provide free email address and service; (2) Add a simple label at the bottom of each free email: "Get your private and free email"; (3) Then people send messages to friends or colleagues by free e-mail; (4) The recipient will see the information at the bottom of the email; (5) These people will join the service industry that eats free mailboxes.
Service-based
The most successful pioneer of service-based virus marketing is Hotmail. At first, they rarely promoted sales, but they used a concluding remark at the bottom of every email they sent, including a short joke and their website. Therefore, the company has made remarkable development. Imagine the number of e-mails sent every day and how these e-mails help Hotmail get more users-and these users lead to more e-mails. The next example is the online greeting card of Blue Mountain. When someone sends a greeting card to Blue Mountain, the receiver must go to Blue Mountain's website to watch it, which brings another potential user who will send more greeting cards.
Another example: BraveNet network service provider. BraveNet provides users with tools such as visitor registration, forums, online surveys and email forms. When people use BraveNet to register visitors on member websites, they will see BraveNet's advertisements and invite them to register BraveNet for services.
And Microsoft's I'm Initiative charity program. Every MSN user (must use Windows Live Messenger 8. 1 or above) only needs to enter the codes of nine designated charitable organizations before his name, such as *sierra (Earth Environment Association), and then a banner of "I am" will appear before his name, which at first glance makes people think that I am XXX, one. Every time MSN users use I''' m to talk, Microsoft will donate part of the advertising revenue of the activity to the organization that customers choose to participate in I''' m activities. Dr Ralph F. Wilson, a famous American e-commerce consultant, summarized the effective viral marketing strategy into six basic elements. A viral marketing strategy may not contain all the elements, but the more elements it contains, the better the marketing effect may be.
These six basic elements are: providing valuable products or services; Provide a way to convey information to others without effort; The scope of information transmission is easy to spread from small scale to large scale; Take advantage of the enthusiasm and behavior of the public; Utilize the existing communication network; Use other people's resources. In the face of fierce market competition, how can enterprises improve their brand effect? How to achieve efficient promotion effect through low cost? In the information age, if we only adhere to the traditional propaganda and promotion model, then enterprises will be left behind by the times. How to use network marketing to improve the brand effect of enterprises? International brand network will unveil the mystery of online marketing for you today.
With the rapid development of the Internet era, China has hundreds of millions of netizens, which makes most enterprises pay attention to network promotion by 20 13. However, due to the lack of professional network marketing skills, the effect of network marketing in many enterprises is not obvious after investing a lot of money, so enterprises complain that the effect of network promotion is not good. Is online marketing really ineffective? Don't! In fact, it can only be said that enterprises lack understanding of online marketing. If you want to do a good job in network promotion, enterprises need to find a professional network marketing team to tailor the marketing plan for you and improve the brand awareness of enterprises. International brand network reminds us that only by choosing the right marketing website can we really improve the brand awareness of enterprises and truly achieve value for money.
The final result that enterprises hope to achieve through network promotion is that the value of enterprise brands will be transformed into lasting customer relationships, including consumers' favor for enterprise products and the cooperative relationship between enterprises and customers. These are the final results that enterprises want to use online marketing, and they are also the goals of the marketing team.
In the early days, the Internet bombed customers mainly through bidding ranking and mass mailing. At first, both methods were effective, but with the passage of time, many online marketing teams followed suit, resulting in a flood of information received by users, which made users feel rejected and enabled the setting of blocking spam. So how to use network marketing to improve the brand effect for enterprises? Internet marketers are not discouraged by this, but take another promotion method. Network communication is characterized by fast information transmission. How does the international brand network point out how to use the characteristics of fast information transmission on the Internet? The most common way of network marketing is to promote it through soft gossip news and keyword communication. Gossip curiosity can be said to be human nature Even if you don't like gossip, most people won't reject new things. Therefore, network marketing is to promote online through these subtle ways, so that customers can subtly accept the promoted corporate brand culture, unconsciously spread the brand effect of enterprises and enhance brand awareness. In addition, this information is learned by users themselves, not imposed on them.
1, cleverly being a "pathogen". Why do target consumers actively provide communication channels? The reason is that the information transmitted by the first communicator to the target group is not naked advertising information, but processed, fun or valuable information, and the communicator can get some pleasure by spreading this information. "Pathogen" can be produced according to social hotspots and enterprise promotion information, and the two should be organically combined.
2, skillfully send "pathogens." A good "pathogen" should be released at the right time, and factors such as time, carrier and publisher should be taken into account.
3. Monitor "pathogens". Code or URL should be embedded in "pathogen". By observing the background data, we can clearly see the spread effect of "pathogens" and make corresponding adjustments.
1, widget is a new carrier of Internet advertising marketing, and it is also one of the standard items of interactive marketing in the future. More and more website applications and social networking sites use the widget interface. It is convenient for users to share their blogs, forums and Weibo. It can be predicted that there will be more and more channels for forwarding and sharing, more and more information content will be shared, and more and more viruses will spread successfully. This is a benign circulatory system, which provides an excellent soil for virus transmission and reproduction.
2. Instant messaging. Instant messaging is the most perfect network, convenient and fast. QQ address book has a dense network and the same attributes, so the communication objects are more accurate and reliable. The strong coverage and forwarding of QQ group is the only way for the virus to spread.
3. E-mail. In China, the function of e-mail is too blurred by QQ, but with the mature trend of Internet in the future, the boundaries between e-mail and instant messaging will be clearly separated. A virus with connotation or something.
How can a virus spread without it? The virus itself is the mother and root of transmission. How to design information content to make it have virus characteristics? The benefit and benefit principle in the 4I principle of network integrated marketing can be used as the guiding standard of virus production.
The Internet has a powerful law: the free mode. If you can provide excellent content, free e-books, free samples, free internet services, free ..., then users will help you spread it and forward it to your friends. The benefit principle in the 4I principle of network integrated marketing: give users benefits, and no one will resist. Internet is an entertainment economy and an attention economy. The virus setting should be entertaining. Let's review the contents of popular online rivers and lakes. Sister Furong, Jia ... Which one is not the background of the entertainment circle? Interesting principle of network integrated marketing 4I principle, no entertainment, no virus, don't forget to hide the virus skillfully and display it reasonably. Balance is very important.
It is easier to spread the virus-dandelions fly thousands of miles.
Just like H 1N 1 influenza, it can only spread among people by coughing or sneezing. Unlike AIDS, it needs blood transmission. When spreading the virus, we also need to consider: let users spread it simply.
Simplify marketing information and make it convenient for users to copy, transmit, repost, download and send emails. We should give full consideration to users' habits of using the Internet and communication costs.
Virus transmission cost >; Users will not spread the fun of communication. On the contrary, the lower the transmission cost, the greater the chance of spreading the virus.
Looking for susceptible people
Why is H 1N 1 flu easy to break out in children's age? Children's immunity and resistance are not as good as those of adults. If H 1N 1 influenza breaks out in the Antarctic and Arctic, it will not break out and spread. We should also find people who are easily infected to spread the virus marketing; A platform for communication. In view of the designed virus, look for potential infected people who are easy to be infected, give feedback and participate in virus marketing. For example, the designed virus target vector is fashionable young people, which needs to be tested in advance, how contagious it is, and whether it is easy to be infected with the virus. It is also important to find a platform for virus marketing. Young people gather on any platform of the Internet and go to these platforms for virus marketing. Combined with the above-mentioned crowd gathering and easy infection, then this virus marketing will break out.
Virus variant-invincible transformers
Influenza virus has been struggling with human beings and actively mutating to ensure that it adapts to the human body as a carrier. There has been a swine flu in Hong Kong, which is more contagious. When designing virus marketing, we should also monitor the effect and response of virus transmission throughout the process. In the face of users' reaction, keep pace with the times to modify and adjust the virus and be a tenacious virus. "Transformers" version of the virus, but also afraid that there is no chance to spread? Identify influential groups of individuals
Identify influential individual groups, such as forum moderators, bloggers and circle owners, and provide them with additional services and contacts. Generally speaking, there are two kinds of communicators: one is a kind of network experts unique to the network: moderators, editors, bloggers and so on. These communicators hold the release and display of some hot content on the Internet, and they are even the vane of the networked society. Marketing managers should make work plans and regularly contact site editors and forum moderators who are suitable for their own publicity, because these people are in contact with netizens every day to understand their habits and hobbies. In my marketing work, many editorial friends have given me great help in marketing work. They can even predict how much attention will be paid to how to change a few words in a text connection, so consulting some professional editors can grasp all the details of the whole marketing activity. Don't underestimate these details, he is likely to improve the effect of the whole activity by more than 20%. Moderators are like hot people in the society to the online community. They are not only community administrators, but also attractive people whose views are concerned by a group of people. Therefore, fully communicating with these two types of people and gaining their support will make active communication faster and more effective. This is also the reason why many Internet companies like to hold moderator seminars.
Design something with high communication.
Design information content with high communication (communication style) and discussion value, or humorous content with strong communication. If it is aimed at a certain industry or occupation, if it can provide humorous content related to the audience's occupation, it will be widely spread among peers, which is quite accurate. The key is whether the content conforms to the following two aspects: first, whether it reflects the characteristics of the product and whether people can understand it; Second, whether there is a desire to spread, and whether the target of communication is the quasi-crowd.
Focus on the details.
Pay attention to communication details: provide some people with creative communicators to produce opinion leaders or influential people in social groups, such as leaders of some interest groups. These people sometimes have their own circles online, which are easy to find. But getting them involved is artistic. If it is the temptation of money, it will definitely not have any good results. Only what they are willing to share actively is what communicators are willing to share. Some people even made special code to let users forward their video content to Baidu Post Bar. If enterprises can fully consider these factors and fully grasp the power of network environment and network crowd in the process of Internet communication, they can really exert the power of network marketing. First, the "virus" of viral marketing has a certain boundary, and the viral marketing scheme beyond this boundary becomes a real virus.
No one likes to have a virus on their computer, which shows that viruses are not popular. The core word of viral marketing is "marketing". "Viral" only describes the way of marketing information dissemination, and has nothing to do with viruses. The basic idea of virus marketing is only to learn from the way viruses spread, and viruses themselves are not viruses. It is not destructive and can also bring benefits to the disseminators and implementers of viral marketing. So virus marketing is not directly related to viruses. However, in the actual operation of viral marketing, if we don't realize that the essence of viral marketing is to provide users with free information and services, it may sometimes really become a virus, especially through some technical means, such as automatically installing plug-ins for users' computers, forcibly modifying the default homepage of users' browsers, and automatically inserting promotional information (called "QQ tail") into chat tools such as QQ. This can't be called virus marketing, but spreading viruses.
Second, successful viral marketing is inseparable from six basic elements.
Dr Ralph F. Wilson, an American e-commerce consultant, summarized the basic elements of an effective viral marketing strategy into six aspects: providing valuable products or services; Provide a way to convey information to others without effort; The scope of information transmission is easy to spread from small scale to large scale; Take advantage of the enthusiasm and behavior of the public; Utilize the existing communication network; Use other people's resources to spread information. According to this basic law, when making and implementing the viral marketing plan, it is necessary to conduct necessary preliminary research and targeted investigation to confirm whether our viral marketing plan meets these six basic elements.
Third, viral marketing can not be done casually, and it needs to follow certain steps and processes.
According to the new observation of network marketing, the successful implementation of viral marketing requires five steps: the overall planning and design of viral marketing scheme; Viral marketing needs unique creativity, and its attraction lies in innovation; Reasonable design of network marketing information sources and information dissemination channels, in order to use effective communication networks for information dissemination; Publish and promote the original information of viral marketing in a small area that is easy to spread; Track and manage the effect of viral marketing. The above five steps to successfully implement viral marketing further explain the six basic elements of viral marketing from the perspective of practical application, making it more instructive and fully explaining the rules that viral marketing should follow in practical application.
Fourth, the implementation process of viral marketing is usually free, but the design of viral marketing scheme needs cost.
Viral marketing usually does not need direct cost to transmit information, but viral marketing scheme will not be automatically generated and needs to be carefully designed according to the basic ideas of viral marketing. In this process, a certain amount of resources must be invested, so viral marketing can not be understood as network marketing without cost at all, especially when making website promotion plans, which should be fully considered. In addition, not all viral marketing schemes can achieve ideal results, which can also be understood as the hidden cost of viral marketing.
Fifth, network marketing information will not spread automatically and needs to be promoted to a certain extent.
The fourth step in the five steps to successfully implement viral marketing is about the release and promotion of viral marketing information sources, because viral marketing information will not spread automatically and needs to be carried out with the help of certain external resources and existing communication environment. This promotion may not need direct expenses, but it needs reasonable selection and utilization of effective network marketing resources, so it needs to be based on professional network marketing knowledge. The best example of virus marketing is email marketing. Besides the advantage of low cost, the greater advantage of email marketing is that it can actually exert the power of viral marketing. Using netizens' psychology, they can easily press the forward button, become advertisers' marketing assistants, and even reach out to potential consumers outside the company's original corporate marketing scope. Many companies that have tasted the sweetness of viral marketing have also talked about it.
Steve Jurvetson, the founder of online email service Hotmail, explained how Hotmail grew through viral marketing. Every time a Hotmail user sends an email, there will be an invitation at the end of the email, which implies the user's approval: "Apply for your own free email account in Hotmail now". Network technology has improved the production, dissemination and response of word of mouth. Besides, the virus "infected" by users is actually a concept: Hotmail is the correct way to use mail.
The four principles that take effect in a highly networked environment are usually formed without the support of enterprises, and no matter how much support they get, they can maintain their autonomy. The online community has its own recognized network leaders who are also regarded as experts by the outside world. Network leaders often promote products in the name of social value, but marketers usually can't understand its meaning. Because network leaders often promote products in the name of values they care about and brands, the reasons why they like specific categories and products must be respected and generally recognized.