The Power of

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The Power of
Rahul Nanda May 9th , 2008 Chief Operating
Officer, Webchutney
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A Bit of History

• The term Viral Marketing was coined by a Harvard
  Business School professor, Jeffrey F. Rayport, in
  December 1996 article for Fast Company - The
  Virus of Marketing.
• The term was further popularized by Tim Draper
  and Steve Jurvetson of the venture capital firm
  Draper Fisher Jurvetson in 1997 to describe
  Hotmail's e-mail practice of appending
  advertising for itself in outgoing mail from
  their users.
• - Wikipedia

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What is the content in a Viral?
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• PPS files (Number of Indians in US sitting at the
  helm of companies)?
• Jokes
• Chain Letters (Microsofts Bill Gates giving US
  10 for every person you forward this mail to)?
• Animation
• Videos (The Ring - Movie)?

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Why marketers use it?
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Percentage of marketers agreeing with statement
about viral
Source Marketing Sherpa
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Viral Campaign Goals
This report compares the different goals that
B-to-C and B-to-B marketers aim to achieve when
executing a viral marketing campaign.
Source Viral Managers
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How do marketers harness it?
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EXAMPLES
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ECONOMICAL ADVERTISING
Creating a Buzz
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INCREASE BRAND AFFINITY
Community Building
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Starbucks Its Red Again
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ACQUIRING CUSTOMERS
By Invitation Only
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Gmail, officially Google Mail is a free Webmail
and POP3 e-mail service provided by Google. It
was released on April 1, 2004 as a by-invitation
beta, and was opened to the public on February 7,
2007, with a signup link.
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PR
Promotion
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Burger King's The Subservient Chicken campaign
was cited in Wired as a striking example of viral
or word-of-mouth marketing
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BRAND COMMUNICATION
Convey the main message
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A CASE STUDY
Microsoft
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What is it about
This viral for Microsoft Outlook 2007 is a spoof
on a very popular Indian song about a love letter
arriving after a long time. The singer goes on
repeating the first line which says bade dino ke
baad" until someone from the audience throws a
shoe at him. After which he completes the line
and says chitthi aayi hai." The original song is
a rueful one and in the ad we spoof the same
sentiment to convey the nightmare of lost or
forever delayed emails that we all go through.
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• Promoted through publishers (banner ads)?
• Rediff
• Yahoo
• Indiatimes
• Seeding was also done through
• Blogs
• Networking sites
• Google

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Performance Summary

• Clicks from Publishers 171,947
• Page Views 380,678
• Unique Visitors 288,583
• Total Visits 311,095
• Trackable Forwards 27,657
• (in 3 weeks)?

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• Page views are touching 4 lakhs which is by far
  one of the best viral performances.
• The view to clicks ratio is 2.2 which reflects
  the viral effect.
• Clicks from Publishers 171,947
• Page Views 380,678
• The seeding for the viral was done through
  various channels like Orkut, Youtube and personal
  networks besides the regular display ads.
• The viral has got mention in various blogs and
  networking communities which shows its
  popularity.

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Happy Customer gives Repeat Business
?
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Future

• Too many Virals spoil the broth !!!
• Flooding of the market with Virals
• Brilliance in execution will be rewarded
• Copy, creative will continue to determine the
  success

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• Virals will become personalised
• Customised, Do-it-Yourself, individualised
• Virals within Social Communities
• Use of Social Networks, Facebook Apps like
  SuperPoke, Kat-le

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Your Assignment !!!

• Spread word-of-mouth
• praise for
• Rahul Nanda
• ?

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Thank You