1. Viral Marketing Key Success Factors for Launching a Viral davidgracia.com

2. Why is Viral Marketing important why how value Differentiation Tell a story Viral Campaigns ROI Higher reach Surprise the audience YouTube vs. Google More credibility Create an emotion YouTube vs. TV Higher involvement Engage people Value of Viral Effect Better ROI Make sequels Key Metrics

4. Every day it is more difficult to grab the attention of our target customers

7. People trust other people. 78% of people don’t trust advertising

9. Once a critical mass is reached the message gets spread virally (for free)

11. In some cases they even create content or suggest new videos to be produced

14. To encourage the pass-along rate it is important that your video does not sound like an add

16. Never repeat something just because it worked in the past; leverage the novelty effect

18. The emotion might be humor, play the absurd, a fake-or-real situation…

20. Don’t just do a one-shot viral but make sequels to amplify the effect of the campaign over time

22. Ask people to suggest new videos or create their own ones

24. Depends on the objective Direct Sales Branding Purchasing Mood Social Mood Searching Browsing

25. Social media vs Mass media Active Role Passive Role Engagement Interruption From Friends From Companies Viral Effect No free impacts

26. Value of the Viral Effect reach cost X X Cost Per Click Net CostPer View Paid Views Total Views

28. Likes

30. Favorite

32. Started Views