EXAMPLE OF VIRAL MARKETING: e-zone

e-zone is the best of PC and digital magazine in Hong Kong. They have been using the viral marketing tools to promote their brand and product by create the platform from facebook and twitter. They will update the latest information and content to those platform and they try to reach more targeted publics through these channel.



Link to e-zone facebook group news:
http://www.e-zone.com.hk/news.php?documentid=6174

Link to e-zone twitter news:
http://www.e-zone.com.hk/news.php?documentid=6175

EXPERIENCE OF VIRAL MARKETING THROUGH SOCIAL NETWORK (FACEBOOK)

Whoever use Internet will have chances to come across with viral marketing, especially with the connection of social network.

I would like to share with you how I was affected by viral marketing in Facebook through the enclosed link and picture which I extracted from my account (all personal information were covered) ~ Sense the power of viral marketing now?!

It is a trailer from Pixar which named "Up - Trailer for Pixar's New Movie" source from YouTube.

VIRAL MARKETING CULTURE IN HONG KONG

Do you think the viral marketing culture is start from the chat room??

In my opinion I think thes viral marketing culture in Hong Kong was started from:

1. Chat room
2. icq
3. msn
4. facebook

VIRAL MARKETING IN HONG KONG - AGENCY USUAL TACTIC

Some Viral Marketing Tactics of Viral Marketing Agency in HK

Viral Marketing Tactic 1: Blogger
a. Celebrity has been invited to write the blog and share their "good " experience in using some product or restaurant, through this viral marketing tactic to increase the "products" exposure and reputitation.

b. Employ some marketing agency and aske them pretend as a real user to share the "good and positive" opinion on the blog


Viral Marketing Tactic 2 : Share in forum
a. Viral Marketing agency ask for use different accounts to post many good wordings on the popular forum and increase the brand reputitation

Viral Marketing Tactic 3: Facebook and Youtube
a. Through these platform to share the comment and relate message to the public, through funny appeal to attract the audience.

VIRAL MARKETING CHANNEL - YOUTUBE

"YouTube" is a video sharing website on which users can upload and share videos.
Individuals can upload whatever they want onto "YouTube". All people can watch the videos online while registered users are permitted to upload unlimited number of videos.

With sounds and images in videos, "YouTube" becomes another significant viral marketing channel. Many people promote their products and services with the aid of "YouTube".

An Example of companies advertise on "YouTube", LG mobile phone Company will upload their latest products trailers onto "YouTube" when new products launch.

Link to LG KU990 Viewty:


Link to LG BL40 Black Label 4:


Not only companies using "YouTube" as advertising and viral marketing channel but media also post their programme on "YouTube" for reaching readers and audiences.

An Example of Media using "YouTube", Weekend Weekly Magazine: weekly programme

Link to Series 501 - So Man Fung VS Tram Boy Peter:


Link to Series 504 - Make up class:


Beside companies, individuals posted their great works online for their different purpose like sharing their views or just for fun. But sometime individuals' videos may result in a large feedback because of the widespread of "YouTube".

An Example of widespread of YouTube is Julian Smith who is a director and he uploaded a video named "25 Things I hate about Facebook" which resulted in a huge response.

Link to 25 Things I hate About Facebook:


After the video is posted, more than 1 billion people watched it. And even the "Facebook" need to invite him for a visit to their company as a crisis management to repair and rebuild their image affected by the "YouTube".

Link to Inside The New Facebook Layout:


From the above, you can see that "Facebook" and "YouTube" are most powerful viral marketing channels because of the widespread in internet world. They are not only viral marketing channels, but even popular enough to become a discussion topic in the 2009 World Economic Forum.

Link to World Economic Forum 2009 - "Facebook and YouTube Five Years From Now"

VIRAL MARKETING VS CREDIBILITY - HUMAN ALWAYS IS THE MASTER OF THE WORLD

Facebook... is the most effective platform to spread out the message to the public in viral marketing promotion...

But How many message is a real case, how you know this is not a viral marketing agency promotion tactic...

This is a good question for the market and the online platform to think about how to keep their platform is a sharing platform but not is a promotion platform...

Keep the credibility of the website is very important, customer becomer more smart and also know what is viral marketing.... So if your want to keep you website become a high credibility website, all of you must keep to check the post...

Computer only is computer ... they cannot define the credibility... Only human... So Human always is the master of the world.

VIRAL MARKETING EXAMPLE IN HONG KONG: BA WANG SHAMPOO

YouTube is a website that provides a place that you can upload the videos with no cost. Publics can upload the video they like and share with their friends and the community. This platform helps companies a lot. Firstly, you just sign in with few steps for post video to YouTube, it easy to use and very user friendly. Secondly, you don't need to pay for posting in YouTube. Thirdly, everyone even they were not YouTube member, people can visit and watch the video anytime and anywhere through internet. So, if a company upload an advertisement to YouTube, designed with good viral marketing elements, like a simple and outstanding theme message, the campaign will spread out like virus that target to the whole world.

Following is a local example of viral marketing.

Ba Wang is a well-known China based company. Their brand become famous in Hong Kong because of Jacky Chan endorses their shampoo product. Many people interested in Jacky Chan's speech in the advertisement, and discussed with peers. This advertisement got more than 250,000 people views.

Link to Ba Wang shampoo (Jacky Chan) advertisement video:


At the same period, the popular movie "Ponyo on the cliff by the sea" aroused most of Hong Kong people's interest. Ba Wang reorganized their advertisement and posted to YouTube, with the melody of "Ponyo on the cliff by the sea" theme song and added in Jacky Chan's speech as the lyrics.

Link to "Ponyo" version Ba Wang shampoo video:


This "Ponyo" version video reached more than 1,730,000 people and many people willing to share with others through different channel such as facebook. People created groups to discuss and share their feelings and wordings. This action made Ba Wang shampoo and Jacky Chan becomes the hot topic of discussion again.

JIBJAB - HE'S BARACK OBAMA

JibJab does eCards, but they're probably best known for meme worthy videos, a prime example being their election video ditty in 2008. And if history is any indication, these guys will create quite a stir with their latest video, He's Barack Obama.

The head honchos at JibJab, brothers Gregg and Evan Spiridellis, are debuting their latest creation in front of the President himself. The duo is showing off their soon-to-be viral video hit in front of Barack Obama at the 65th Annual Radio and Television Correspondents Dinner on 19 June, 2009.



This video has used 3D + stop motion + after effect + retroaction which made it got a lot of hit rate in the web and become popular around the world. You can find how to make this video and the storyboard from their blog.

JibJab is a very good example to show us that how to utilizes viral marketing to promote their company. Beside to show this video in front of Barack Obama, they also publicize themselves through Facebook, MySpace, Twitter, YouTube, etc.

With these viral marketing effects, JibJab can spread like a virus. Everyone wants to see it and when they do and they all want to share it to others.

VIRAL MARKETING IN HONG KONG – PRODUCT PROMOTION CAMPAIGN

Viral marketing is a strategy that attracts a huge amount of people via the internet with no promotion cost. It is said to be a word-of-mouth communication and acts as a natural virus or a computer virus since its spreading rate is fairly fast and the degree of effectiveness is so high.

Body Shop is a real example which shows that viral marketing make it become successful. The new Tea Tree products from Body Shop have been using these amazing viral marketing tools in promotion and it spreads as a virus rapidly in HK.

Body shop has used a popular communication site ,Facebook , the community platform ,in order to show updated information about their new products. You can find a facebook logo on its website which will directly link users to its created facebook group .

In this group, people can receive a coupon to have a trial pack of the new tea tree products after they have become a fan of it.

Furthermore, Body Shop will also post latest information of its products in the facebook site, such as product ingredients, how to use the products, the functions and effectiveness of the particular product.

Moreover, readers can obtain all promotion statuses from this group owing to the information will be regularly updated by Body shop such us its road show videos.



Apart from using Facebook as a medium, Body Shop also invites bloggers to use its new products and ask them to share their experiences after using them,which is a simple way of promoting its goods.

http://apple113.blogspot.com/2009/07/blog-post_6751.html

All in all, we can observe that Body Shop has been using different viral marketing tools to promote their new products through videos , community platform and website.

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 CHANNEL - FACEBOOK

"Bye! Chat with you on Facebook!"
"Leave me a message on Facebook!"
"I will upload photos on Facebook and tagged you."
"Did you watch the Youtube on Facebook?"
You can hear the word "Facebook" in every where in every second.

"Facebook" is like air, you need to live with it. If you don’t have "Facebook" or you even don’t know what is "Facebook", I am sure you are not living on the earth. In nowadays, if people don’t have "Facebook", they will die soon.

"Facebook" is a free access social networking website. People can join networks to connect and interact with others in different countries. You can find your old friends or even your kindergarten schoolmates in "Facebook". Of course, you are welcome to make any new friends over the world.

"Facebook"is not only the king of social networking but also viral marketing.

Facebook's chef operating officer, Sheryl Sandberg, "You want to target everyone? We can give you that, our core focus is on demand generation - on knowing who you are and showing things that will interest you."

Link to Facebook COO Sheryl Sandberg Interview:


"Facebook" can be used as online advertising to promote products and enhance brand positioning. Whatever you wrote, whatever you uploaded or whatever you posted will spread out within 1 second. All your friends will share your things through "Facebook".