Viral Marketing

By Steve Tsai

Viral marketing is the word-of-mouth referral with the reach and the speed of the Internet. Web2.0 communications tools such as blogs, RSS feeds, podcasts, videoblog, social networking sites, etc. make the spread of user generated contents much easier. However, up to now, very few people know how to create viral marketing, let alone creating it effectively and comprehensively.

Marketing communication and PR people are familiar with the traditional communication media and its infrastructure that includes

  • Customers
  • The press
  • Analysts
  • Thought leaders
  • Influencers
  • Partners
  • Channels

 

Communicating with the players in this infrastructure is typically done through face to face meetings, phone calls, or emails.

With the advent of the user generated contents, a parallel universe of influencers pops up. The infrastructure includes

  • Customers
  • Bloggers, podcasters, videologgers
  • Thought leaders
  • Influencers
  • Partners
  • Channels

 

In this parallel universe of social media, the entry barriers are so low that new players are popping up everyday. Therefore, companies trying to keep with and tap into this universe face an enormous challenge of not only needing to find out the right communications channels but also the number of them to get comprehensive coverage.

Here are examples of some of the Web2.0 media

  • Social networking sites
  • Blogs
  • News groups
  • Message boards
  • Wikipedia
  • Online forum
  • User groups
  • Forums
  • Product review sites
  • Comparison shopping sites

 

Trying to figure out where to start is a daunting task.

Partners at Board of CEOs have extensive knowledge and experience in this area and can help you sort out the maze and lead you to an effective viral marketing campaign and monitoring the evaluating the results.

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