VIRAL MARKETING IN HONG KONG MARKET - Le Point

Consumers tend to seek out and listen to word of mouth more when the purchase decision is risky and high involvement brands. Buying property is a high involvement process due to the high priced, more complex and more personally relevant. Nowadays, consumers not only go to see the model house, but also search information and rely on opinions coming from the videos, websites and forum. So, marketers should be aware of word of mouth and monitor it closely in Hong Kong property market.

Let’s see viral marketing in Hong Kong - property market example: Hong Kong Tseng Kwan O “Le Point” examination reports on I-Cable program.

Link to Le Point video 1




Link to Le Point video 2




Link to HKITALK
http://www.hkitalk.net/HKiTalk2/viewthread.php?tid=376525


Link to HKGOLDEN forum
http://forum4.hkgolden.com/view.aspx?message=1767712&page=5


Link to discussion
http://hongkong.asiaxpat.com/forums/hong-kong-property/threads/114098/hong-kong-property-prices/

MISTAKE OF SONY'S VIRAL MARKETING CAMPAIGN

You can find many successful viral marketing campaigns in the real world. Do you know any unsuccessful viral marketing campaign? The most famous brand – Sony had done a mistake in viral marketing campaign. Let’s see the below Sony’s PSP campaign, you could learn from their mistake.

Sony has hired “consumer activation” firm “Zipationi” to create a false video-and-blogging approach to generate interest in their flagging PlayStation Portable handheld machine. In addition, the dancer in the video is not a real hip-hop maven. The video, blog, ads featured people portending to be authentic PSP fans creating messages of love, want for the console, but were quickly uncovered by people that the site, blog were actually developed by Sony. Consequently, Sony viral marketing ploy angers consumers.

You can learn that blogs and other social software rely upon the trust of the reader, which is why links and references on many (not all) posts. Transparency is the key in the modern advertising-savvy marketplace. Bad fakes can be spotted a mile away, and good fakes often get found out with a fanfare of negativity.

Reference:
http://www.slymarketing.com/2007/08/sonys-viral-marketing-mistake/

VIRAL MARKETING CAMPAIGN SHOULD HAVE VIRAL DELIVERY

Viral delivery is critical in viral marketing campaigns.

Viral can be word of mouth delivered and enhanced online to reach a large number of people in a short term. Just like a flu virus in humans, viral marketing replicates and propagates itself online. Nowadays, many companies use YouTube, Facebook, MySpace groups to enhance awareness of their brand and can effectively market their product or service using the Internet. Online social networking offers an ideal communication environment to spread the word and take viral marketing to the success.

Let’s talk a viral marketing campaign - Wal-Mart’s Facebook Presence targets students well. This is an viral marketing campaign example using online social networking site to reach their specific target audience.

Wal-mart launched a Facebook group targeting college students getting ready to going back to school. There are links to a supply checklist and links that go back to walmart.com’s music, green shopping area, and information about its new “site to store” service. Also, the killer “app” on the site is available. This is a Roommate Style Match Quiz which asks questions such as, “What is your favorite way to study?” and “If your life were a movie, what genre would it be?” If you took the quiz and it turns out you are a “Brain-Stormer”.

Most importantly, Wal-mart understands Facebook groups are sizable audience for marketers to pursue and the interactive, social nature. The Style Match Quiz not only enables you to take the quiz, but you can also post it to your profile and send it to friends. Thus, through viral marketing, Wal-Mart is able to spread the word about its business quickly and in a cost-effective manner.

Articles in Reuters: Wal-Mart using Facebook to win back-to-school sales:
http://www.reuters.com/article/businessNews/idUSN0843464220070809?feedType=RSS

Wal-Mart: Back-to-College Campagins Photos in flickr:

VIRAL MARKETING CAMPAIGN SHOULD HAVE MEDIUMS

Viral mediums are one of the key components in viral marketing campaigns.
Most viral mediums include video clips, images, interactive games, and even text, can help express and share the idea quickly.

For example, if pictures are worth a thousand words, communicating a message through image or video might allow people to share and download the message all around world.

Let’s see the Barack Obama presidential campaign of 2008 brilliantly used social networking sites to deliver its messages to tens of millions of people across the United States. In this viral marketing campaign, the messages were “Hope” and “Change we can believe in”. The viral mediums can take many forms: the “HOPE” poster, official Barack Obama Web site, (containing policy papers, blogs, tax savings calculator, event information, and so on), and videos.

Barack Obama has implemented viral marketing techniques throughout his site. Barack Obama use different viral mediums such as video, articles, poster to convey the message to reach a tremendous number of target audience.

Link to Barack Obama Video: “Yes We Can”


Link to Barack Obama Web site:
http://www.barackobama.com/

Link to Barack Obama “Hope” poster:
http://www.flickr.com/photos/ari/2238959127/

VIRAL MARKETING CAMPAIGN SHOULD HAVE VIRAL MESSAGE

What comes to mind when you hear or see the term Viral Marketing? A virus?

The power of viral marketing is substantial, as the value of your campaign can increase exponentially.

In viral marketing campaigns, one of the most important components is viral message.

With viral marketing, marketers want their viral message to get passed on. For this type of viral marketing to be successful, marketers have to start with great content that recipients will want to share with others. The most important element of all messages is to create a very strong emotion and good storytelling. The more touching the video, the bigger the audience it will attract. Then, your viral marketing campaigns will suddenly get a life of its own – and start to spread like a virus.

Viral marketing is all about a good story and emotions. Viral marketing will only be successful if the viral message is good enough or valuable enough to be passed along.

Let’s see Korea Lotte’s 2% bottled water video!
Lotte company uploaded the 2% bottled water video to the YouTube site.
The main ingredient of the video was not the bottled water, but the story. YouTube viewers started to email the video to friends and embed it in their blogs. Through viral marketing, the video was viewed more than 100,000 times. Many were deeply touched by this very successful viral and interactive campaign which should have help raised the 2% branding tremendously.

Link to Korea Lotte’s 2% bottled video:
http://www.youtube.com/watch?v=NJiKkworQ_c


Link to viral marketing campaign:
http://danzarrella.com/examples-of-viral-marketing-campaigns.html