by diana imankulova 3 rd year advertising and pr
TRANSCRIPT
The Russian Presidential Academy of National Economy and Public Administration
The Institute of Sectoral Management
Viral marketing and social networks: product promotion
By Diana Imankulova
3rd year
Advertising and PR
Structure
I. Viral marketingThe term viral marketing
Characteristics and tools
II. Social networksIII. The evaluation of the effectiveness IV. Cases
‘Smell Like a Man, Man’
‘United Breaks Guitars’
Importance
Increase of popularity of the Internet
Decrease of traditional campaigns effectiveness
Low costs of viral campaigns
What is it?
Out-of-the-box
Rapid interaction
From person to
personLow costs
Absence of
pressure
Viral marketing
The keys to success Attraction
Interaction Relevance Ease of sending Ease of tracking Appropriate channels
Measuring the effectiveness
Volume
Quality
Cost effectiveness
Smell Like a Man, Man
The results
40 million views of the campaign videos
An increase of sales by 107 percent
Old Spice is now No. 1 brand of body wash and deodorant
United Breaks Guitars
Views
14 986 147
774 238
1 872 852
United Airlines
180 000 000 $ 3 500 $
Conclusion
The Russian Presidential Academy of National Economy and Public Administration
The Institute of Sectoral Management
Viral marketing and social networks: product promotion
By Diana Imankulova
3rd year
Advertising and PR