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Viral marketing
Diploma thesis presentation
Academic year: 2008/2009Author: Antonn ParmaSupervisor: Mgr. Pavel Hacker
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t .
Marshall McLuhan, 1964
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tendencies in corporate
communication politics
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passiVe communication form
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linear communication model
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media fragmentation
10031960 2004
Number of TV spots needed for addressing 80 % of consumersData source: Business Week: The Vanishing Mass Market, 2004
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actiVe communication form
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Jakobsons communication model
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People inuence people.
Nothing inuences people morethan a recommendation from atrusted friend.Mark Zuckerberg, 2007
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Viral marketing means spreading
commercial message via socialnetworks.Its a planned activity that, thanks to its character,
motivates the recipient to turn into the propagator.
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elements of Viral
marketing
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elements of Viral marketing
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Content itself is a commercial
.Its not announced by the ad stanza or by the line saying
ad, its not attached as a banner, print ad or TV spot.
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message content
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Choise of sucient points of
spreading and their amountincreases chance of viralspreading.The higher amount of initializing points the quicker
spread of the campaign. And on top of that, we can
eliminate possible failure of some of them points.
Points causing avalanche eect are outstanding.
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points of spreading
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The main movers are the users/
propagators themself.Only if they accept the message, spread it and discuss
it inside the social network, then we can talk about viral
spreading.
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the propagator
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The spread of viral message is a
result of many random processesand circumstances.The character of individuals participating on the rst
boom isnt important for setting up the nal eect, themost important is the structure of the social network.
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social network
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mass media communication model
Source: Watts D.
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two step communication model
Source: Watts D.
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The problem, I think, is that we
have been dening inf uentialsincorrectly. They are not a particularclass of people (...) Instead, the
title of inf uentialmigrates fromone person to the next depending
on the topic of interest.Duncan J. Watts, 2007
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wattss communication model
Source: Watts D.
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Viral spread
Comparison of time progress of traditional and viral campaignData source: Hacker P.
Viral campaign
Traditionalcampaign
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The campaign results cant be
properly quantiable in manycases. So its success or failurecan be hardly measured.Despite that viral marketing oers many possibilities
of observing the campaign ability of getting attention,
getting users involved and allowing them create added
value of the brand.
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measurment and eValuation
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conclusion
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Viral marketing principles allow
us addressing a huge group ofpotential consumers and stillkeeping the media budget low.Its redeemed not only by high demands of realisation
with doubtful result but even by the need of complex
change of thinking about the communication process.
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Viral marketing can works
as a single tool only in smallpercentage of usage.Most eective is in combination with other tools of
communication mix, which can be suitably complement,further develop and promote.
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Viral marketing can be used
as a communication tool forthe majority of all types ofcompanies by the right choice of
propagators.Propriety of its usage is determinated more by the initial
creative input, content of message and its meaning for
user than by concrete brand.
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thank you for
your attention