1. Viral Marketing
Xiahong Lin

2. Overview
• Viral Marketing In Theory
• Viral Marketing In Practice
• Viral Marketing Practice

3. What is Viral Marketing?

4. I don’t know!

5. Until you tell me

6. Viral Marketing In Theory
• Viral marketing is a marketing techniques
that use pre-existing social networking
services and other technologies to produce
increases in brand awareness or to achieve
other marketing objectives through selfreplicating viral processes

7. Viral Marketing In Theory
• Viral Marketing is an user engagement of
social platforms
• Viral Marketing is an execution of idea

8. Why Photo and Video
•
•
•
•
Intuitive and attractive
Efficiency (both for delivery and view)
Perception
Copyright

9. Properties of viral products
•
•
•
•
•
Small
Repeat
Familiarity
Self-reflection
Counter Intuition

10. Properties of viral products
•
Viral is a nature
•
Having a strong mind to make thing suck

11. Properties of viral products
• Viral is unpredictable
• Finally, my heartfelt appreciation goes to
my boyfriend who has never appeared in
the past 25 years, which enables me to
focus on my research work. Thank you so
much.

12. Properties of viral products
• Making viral products is time consuming
• 100 places, 100 girls, 365 days, 1000 times
• Making viral products is embarrassing &
tedious

13. Properties of viral products
• Viral has a extremely short life cycle

14. Viral vs. Marketing
10
9
8
7
6
5
4
3
2
1
0
Viral
Marketing

15. How to make a viral product?
•
Think about it
o
o
An idea could be as simple as singing one song,
reading one poem, saying one word
World of Ass

16. How to make a viral product?
•
Talk about it
o
o
o
Getting feedback from your friends
Make them excited
Discussion: validate the potential to become popular

17. How to make a viral product?
•
Try it
o
o
o
o
Test the procedure
Taste the feeling
Prepare resources
Verify the feasibility

18. How to make a viral product?
•
•
Tweak it
Example: Pictures with 100+ girls
•
•
Three days
100 girls

19. Pictures with 100+
girls at Purdue

20. How to market a viral product
•
•
•
•
Share it
Share it
Share it
Share it
•
•
•
Immediately
New platform awaiting for fun staff
Strangers are more powerful than friends

21. How do you make a video go viral?
1.
2.
3.
4.
5.
6.
Don’t be “too good” for marketing
Understand how things go viral on the internet
Release on Monday or Tuesday
Figure out who has a stake in your video
None of this matters if your video isn’t good
Tell a story

22. How do you make a video go viral?
7. Make your video shorter
8. Write a viral title
9. Know what you’re willing to compromise
10.What to do once you go viral

23. Viral Marketing In Practice
• Some viral products I have made
• Lesson learned
• Tips of making viral products

24. Doing Bad, Gaining Good
-《神马都是浮云》
- How to turn a gag into a serious work

25. 神马都是浮云
啊…伟大的神马，千万网民膜拜着神马，他们
的一举一动都是为神马。我不禁要问：神马到
底是神马？千万网民到底在仰望神马？他们说
神马都是浮云。可是我不知道浮云是神马。我
只知道那云并不因我而飘浮，失落的浮云会转
瞬变成雨水，滴落在我心，而神马却永远蛋定，
神马永远是神马。

26. Doing Good, Gaining Bad
《袭胸孙燕姿》
- How to turn a brave behavior into a weird
scandal news
- 你都二十四岁了，早应该过了那个青春躁动
的时期。
- http://v.youku.com/v_show/id_XMTExMzky
MDA0.html

27. 袭胸孙燕姿

28. 袭胸孙燕姿

29. Express Common Sense
《一个人的时候》
- Revoke common feeling of audience
- Strong motivation to share
- The idea

30. 一个人的时候

31. Against Humanity
《程序员都是傻逼》
- Explicitly declaring a existed controversial
statement
- Strong motivation to debate
- The idea

33. 程序员都是傻逼

34. 程序员都是傻逼

35. 程序员都是傻逼

36. 程序员都是傻逼

37. 程序员都是傻逼

38. Lesson learned
•
程序员颂
o
o
•
•
Time
Content
人大女神 vs. 硅谷码农
•
Not everyone is crazy
T-shirt Fashion
o
Reality isn’t like Imagination

44. Tips of making viral products
•
•
•
•
•
•
Perform as weird as possible
Add more fun facts EXPLICITLY
Users are stupid!!!
Users are lazy!!!
If you looks normal, audience feels boring
If you looks exaggerated, audience feels
normal

46. Viral Marketing Practice
•
•
•
•
•
小学语文课文重温
复古
幼稚
搞笑
重温

47. 《秋天到了》
•
•
•
•
•
•
•
秋天到了
天气凉了,
一片片黄叶从树上落下来。
一群大雁往南飞，
一会儿 排成个人字，
一会儿排成个一字。
啊！秋天到了。

48. 《秋天到了》
老师：上课
科代表：起立
同学们：老师好
老师：坐下
同学们，今天我们来学习小学二年级课文第五
课，《秋天到了》。现在让我们一起来朗读一
遍：秋天到了，预备～～～起

49. 《秋天到了》
非常的好，同学们，诗歌诗歌，它既可以作为
诗来朗诵，也可以作为歌来吟唱。现在让科代
表来唱一下这篇课文。

50. To be continued…
Q&A 