The Holy Grail of online marketing is to create the "viral" effect. So what is the viral effect in a marketing sense? Wikipedia describes Viral Marketing as "The ultimate goal of marketers interested in creating successful viral marketing programs is to create viral messages that appeal to individuals with high social networking potential (SNP) and that have a high probability of being presented and spread by these individuals and their competitors in their communications with others in a short period of time."
So why is viral marketing so effective?
- It works. Old media marketing is one-way. An advertisement screams at you "Buy this product". When your friends are talking about a product or brand on Facebook it surely carries more weight than any traditional advertisement.
- Return on investment. It is relatively cheap because your media costs are so low, sometimes completely zero. YouTube, Facebook and Twitter are all free to post content.
- It is totally measurable. Unlike print or radio you can calculate exactly how the campaign went. Even TV is fairly inaccurate when it comes to ratings.
- It is customisable. New media on smart phones and other portable devices, not to mention Facebook accounts is totally customisable to the user. Campaigns can be focused on specific demographics of the user
- Endless possibilities. The possibilities are endless with digital marketing. Restrictions on campaign scope are removed by the devices used to deliver them being so clever.
At the bottom of this blog is an interesting graphic about what makes a viral campaign tick.
Spreadit is a tool that Netfinity has developed to orchestrate viral marketing campaigns on Facebook and Twitter. By giving away desirable prizes using social media winners can tell their network about it. Their friends get interested and register, spreading it to their friends and so on and so on.
What are the benefits of buzz on social media? They are really quite obvious - especially if your product is new. Some key benefits are as follows:
- Create buzz - get the people talking about your brand. This is priceless, and if it’s a good product then it will radically increase your brand profile. It can backfire however. Social media is notorious for tearing down brands in minutes. But that’s another blog post.
- Increase brand sentiment by giving away desirable prizes. This kind of ties in with the first point about creating buzz. Make sure it’s positive buzz.
- Grow your marketing database. The more likers, fans, followers, emails general points of contact the better.
- Monitor the results. Do more of what works and less of what doesn’t work.
Let’s look at some results:
Case Study: Mr Vintage
The Spreadit campaign we did for Mr Vintage some time ago ran for 24 hours over 2 days (2 x 12 hour sessions). We gave away 24 2-packs of Mr V t-shirts worth $100 each. The grand prize draw winner won a trip for two to Fiji.
We started the campaign with a few thousand people in the Mr V database, a few hundred Facebook fans and a handful of Twitter followers. We sent an email blast out and updated the Mr V Facebook page telling everyone about the Spreadit campaign, what to do and how to enter.
As time went on we say the activity grow exponentially. The first hour there was a hundred register, the next there was 200, then 300 and so on. The term #MrVintage was the fourth trending keyword globally for that day. The stats breakdown is as follows:
New registrants: 7875
Twitter tweets: 759
FB fans: 6221
Email fwd to friends: 11,803
Website traffic increase: 650%
Cost per acquisition: 90% cheaper than their next most successful campaign
Rob from Mr Vintage has said of Spreadit:
” I always knew exposure through social media had huge potential for our brand. But the results we have achieved with Spreadit have totally blown away our expectations. Without a doubt I can say this has been the best investment in marketing we have ever made, not only in terms of exposure but the CPA of new customers we can now market to.”
Contact us today to discuss Spreadit and anything else digital