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Marketing - Viral Marketing 

The award for 
Internet marketing buzzword of the year 
goes to 'viral marketing'. 
-- Iconocast, December 16, 1998


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16 August 2012
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Behind the Scenes of a Viral Marketing Campaign: How Plaxo Crossed the Tipping Point and Avoided the Fate of the Ebola Virus. This case study details the viral marketing campaign of Plaxo, Inc., a company that provides internet-based updating of personal contact information.  
Evolving Viral Marketing Strategies One method of viral marketing involves seeding certain consumers within a population to encourage faster adoption of the product throughout the entire population. However, determining how many and which consumers within a particular social network should be seeded to maximize adoption is challenging.   
Exploring the Concept of Mobile Viral Marketing through Case Study Research This paper  examines 34 case studies in order to identify relevant characteristics of mobile viral marketing. The outcome of the paper is a description model of mobile viral marketing as well as a derivation of four mobile viral marketing standard types.   
Maximize Your Word-of-Mouth Marketing: Turning users into fans It isn’t just about winning customers anymore. You have to build fans to spread the word about your product, create new introductions— and, if all goes well, gain new fans.  
Mining Knowledge-Sharing Sites for Viral Marketing Viral marketing takes advantage of networks of influence among customers to inexpensively achieve large changes in behavior. Our research seeks to put it on a firmer footing by mining these networks from data, building probabilistic models of them, and using these models to choose the best viral marketing plan.   
Spread a cold, catch a customer Lists some low-cost ways to motivate your customers and visitors to do the marketing for you  
The Dynamics of Viral Marketing We present an analysis of a person-to-person recommendation network, consisting of 4 million people who made 16 million recommendations on half a million products.  
The Virus of Marketing Six rules on how to succeed at v-marketing - described with the methods of biological viruses  
Viral Marketing Techniques the Typical Business Website Can Deploy Now If you’re creative, you may be able to come up with a brilliant viral marketing business plan. In the meantime, here are some viral marketing techniques you can deploy immediately that will do some good.  
What Drives Immediate and Ongoing Word-of-Mouth? Word-of-mouth has impacts on diffusion and sales, but why are certain products talked about more than others, both right after consumers first experience them and in the months that follow? This paper examines how product characteristics shape immediate and ongoing WOM.   


Publications Literature
Web video gone viral
With all the interest in viral marketing lately, we have two articles about the making of a recent web video that went viral – and had stunning results.

The irresistible outbreak of trust
by Michael Sarnefors
Viral marketing is replacing traditional marketing because it allows low-cost, rapid, highly targeted, personalized, and therefore extremely effective, communication and propagation of marketing messages to existing and potential customers, by leveraging relationships of trust

The Tipping Point: How Little Things Can Make a Big Difference
by Malcolm Gladwell
One of the best selling books on this topic!
"The best way to understand the dramatic transformation of unknown books into bestsellers, or the rise of teenage smoking, or the phenomena of word of mouth or any number of the other mysterious changes that mark everyday life," writes Malcolm Gladwell, "is to think of them as epidemics. Ideas and products and messages and behaviors spread just like viruses do." Although anyone familiar with the theory of memetics will recognize this concept, Gladwell's The Tipping Point has quite a few interesting twists on the subject.

The Anatomy of Buzz : How to Create Word of Mouth Marketing
by Emanuel Rosen
The Palm Pilot. The novel Cold Mountain. The iMac. Hotmail. FedEx. The Blair Witch Project and There's Something About Mary. According to former marketing exec Emanuel Rosen, they all became successful not through traditional advertising or marketing routes, but through "buzz," that semitangible process through which information and commentary jump from one brain or mouth to another.

Unleashing the Idea Virus
by Seth Godin
Treat a product or service like a human or computer virus, contends online promotion specialist Seth Godin, and it just might become one. In Unleashing the Ideavirus, Godin describes ways to set any viable commercial concept loose among those who are most likely to catch it--and then stand aside as these recipients become infected and pass it on to others who might do the same.




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