digital marketing eCommerce connectivity & hosting content management web 2.0 & social media
The essential Guide to recession-proof Viral Marketing
In these testing recessional times, it’s more important than ever to justify • Do they understand how to acquire user data effectively? Look for ‘Send
every last penny of your marketing budget. Campaigns that succeed in a to a friend’ in games and applications.
slow economy are those that have a quick launch to conversion ratio and
• Do they have a great seed list and relationships with large portals and
monetise themselves effectively.
online communities?
Viral marketing is one type of marketing campaign that does exactly that.
• Look at charts like the Viral Chart – www.viralchart.com - an independent
Viral marketing, simply put, is a piece of marketing (a game, Facebook chart of viral campaigns that many agencies use to track traffic to their
widget or video etc) that self-replicates with those who it is first seeded to work. Who is No.1? More importantly, which agencies are on there again
sending it on to their peers, who then send it on to others. and again proving they consistently get the results you need?
Games and social networking applications are particularly effective at • Find an agency that understands your business, your objectives and
driving traffic to a website, product or idea quickly as they invite user can create a campaign that fits with your brand as well as achieving
interaction. When a user has played and enjoyed a game or utilised a your desired outcomes. The relationship matters!
widget, they’ve involved themselves with that brand which they will often
Right now is a fantastic time to take your first step into viral marketing. A
want to share with a friend.
great campaign can not only put your brand, established or new, on the
so how are these campaigns monetised? map but right now the results a viral can achieve might be the difference
The return on investment of a typical viral campaign is usually
between surviving and thriving.
quantified in the following ways: TAMBA Internet, the multi-award-winning viral agency and Platinum
• Increased brand awareness Sponsor to Internet World 2009. TAMBA’s clients include Sony Blu-Ray,
• User data acquisition (such as opt-in email addresses) E.ON, LoveFilm, TradeDoubler, Nationwide Autocentres, Comic Relief and
• Discount vouchers (offered through the game or widget and Cancer Research UK.
redeemable at the client’s point of sale or website)
Visit Tamba on stand e4060.
Of course, the success of any viral campaign in the first instance
Kay hammond – CEO of TAMBA Internet
depends on how well it is seeded – the process of getting the game or
application onto as many websites, communities, forums, blogs and
social networks as possible. Building a great seed list is paramount to a
viral campaign’s success.
so lets look at what to consider when hiring a viral agency.
• Do they have a track record of monetising viral campaigns? Do their
campaigns have a strong call to action at the end? A discount voucher
or a free download perhaps.
The Future of Web 2.0 lies in Collaboration
For the last three years social media and Web 2.0 have been trumpeted can submit ideas, find out what P&G is looking for, connect with innovators
as the next big thing in marketing. Consumer-driven applications such as inside and outside the company and build a deep partnership with the
YouTube, Facebook, virals, blogs, user generated content, podcasts and company, regardless of location.
mobile media have sneaked into the marketing mix.
This portal, with more 1,000 agreements so far, utilises many of the
There’s no denying that social media applications provide fun and sexy principles of Web 2.0, namely collaboration, wisdom of crowds, global
ways for building a brand and engaging with your audience, but there’s connections, as well as 2.0 tools such as blogs, people search and
another side to Web 2.0. It reflects the very nature of the beast: “changing forums. The result? Some of the biggest selling lines for Pringle, Bounce,
trends in the use of Internet and web design that aims to enhance Swiffer, Kando and Olay came from other people, who gave their ideas
creativity, information sharing and collaboration among users” (Wikipedia). away for free.
These tools may help you post funky videos on YouTube, but also can have While P&G uses collaboration with external audiences, other organisations
a huge impact on measuring your success and increasing the efficiency improve their team working and knowledge management internally and
of your marketing efforts. Also, because it’s Web 2.0, they tend to be working with clients, suppliers and partners using services like Huddle.net.
cheaper than traditional working methods, or free. The time and cost
In the current economic climate, online collaboration has a huge
savings these new technologies offer and the increased speed with which
potential to alleviate some of the popular pains: cut down travel costs,
new campaigns can be brought to market are key to being successful in
limit duplication of work and help reduce organisation’s carbon footprint.
the global economy.
More importantly, online collaboration can uncover new opportunities and
But it’s not all Facebook. Increasingly, early adopters in marketing are encourage innovation by helping people work better together.
looking beyond communication technologies and applying Web 2.0
Visit huddle on stand e7049.
technologies to garner new product ideas or improve knowledge sharing.
alastair Mitchell – Co-founder and CEO, huddle.net
P&G is using Web 2.0 collaboration tools to deliver more than half of its
innovation from external sources. P&G believes it’s faster, cheaper and
delivers better ideas than simply evolving current products. To drive
the program P&G runs a comprehensive external collaboration portal
www.pgconnectdevelop.com through which companies and individuals
28 www.internetworld.co.uk
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