Viral Marketing Dr. Wilson

noreply@blogger.com (Sudhir Bhatt) — Wed, 29 Apr 2009 16:37:00 +0000

I admit it. The term "viral marketing" is offensive. Call yourself a Viral Marketer and people will take two steps back. I would. "Do they have a vaccine for that yet?" you wonder. A sinister thing, the simple virus is fraught with doom, not quite dead yet not fully alive, it exists in that nether genre somewhere between disaster movies and horror flicks.

But you have to admire the virus. He has a way of living in secrecy until he is so numerous that he wins by sheer weight of numbers. He piggybacks on other hosts and uses their resources to increase his tribe. And in the right environment, he grows exponentially. A virus don't even have to mate -- he just replicates, again and again with geometrically increasing power, doubling with each iteration:

1
11
1111
11111111
1111111111111111
11111111111111111111111111111111
1111111111111111111111111111111111111111111111111111111111111111

In a few short generations, a virus population can explode.

Viral Marketing Defined

What does a virus have to do with marketing? Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions.

Off the Internet, viral marketing has been referred to as "word-of-mouth," "creating a buzz," "leveraging the media," "network marketing." But on the Internet, for better or worse, it's called "viral marketing." While others smarter than I have attempted to rename it, to somehow domesticate and tame it, I won't try. The term "viral marketing" has stuck.

The Classic Hotmail.com Example

The classic example of viral marketing is Hotmail.com, one of the first free Web-based e-mail services. The strategy is simple:

Give away free e-mail addresses and services,
Attach a simple tag at the bottom of every free message sent out: "Get your private, free email at http://www.hotmail.com" and,
Then stand back while people e-mail to their own network of friends and associates,
Who see the message,
Sign up for their own free e-mail service, and then
Propel the message still wider to their own ever-increasing circles of friends and associates.

Like tiny waves spreading ever farther from a single pebble dropped into a pond, a carefully designed viral marketing strategy ripples outward extremely rapidly.

Elements of a Viral Marketing Strategy

Accept this fact. Some viral marketing strategies work better than others, and few work as well as the simple Hotmail.com strategy. But below are the six basic elements you hope to include in your strategy. A viral marketing strategy need not contain ALL these elements, but the more elements it embraces, the more powerful the results are likely to be. An effective viral marketing strategy:

Gives away products or services
Provides for effortless transfer to others
Scales easily from small to very large
Exploits common motivations and behaviors
Utilizes existing communication networks
Takes advantage of others' resources

Let's examine at each of these elements briefly.

1. Gives away valuable products or services

"Free" is the most powerful word in a marketer's vocabulary. Most viral marketing programs give away valuable products or services to attract attention. Free e-mail services, free information, free "cool" buttons, free software programs that perform powerful functions but not as much as you get in the "pro" version. Wilson's Second Law of Web Marketing is "The Law of Giving and Selling" (http://www.wilsonweb.com/wmta/basic-principles.htm). "Cheap" or "inexpensive" may generate a wave of interest, but "free" will usually do it much faster. Viral marketers practice delayed gratification. They may not profit today, or tomorrow, but if they can generate a groundswell of interest from something free, they know they will profit "soon and for the rest of their lives" (with apologies to "Casablanca"). Patience, my friends. Free attracts eyeballs. Eyeballs then see other desirable things that you are selling, and, presto! you earn money. Eyeballs bring valuable e-mail addresses, advertising revenue, and e-commerce sales opportunities. Give away something, sell something.

2. Provides for effortless transfer to others

Public health nurses offer sage advice at flu season: stay away from people who cough, wash your hands often, and don't touch your eyes, nose, or mouth. Viruses only spread when they're easy to transmit. The medium that carries your marketing message must be easy to transfer and replicate: e-mail, website, graphic, software download. Viral marketing works famously on the Internet because instant communication has become so easy and inexpensive. Digital format make copying simple. From a marketing standpoint, you must simplify your marketing message so it can be transmitted easily and without degradation. Short is better. The classic is: "Get your private, free email at http://www.hotmail.com." The message is compelling, compressed, and copied at the bottom of every free e-mail message.

3. Scales easily from small to very large

To spread like wildfire the transmission method must be rapidly scalable from small to very large. The weakness of the Hotmail model is that a free e-mail service requires its own mailservers to transmit the message. If the strategy is wildly successful, mailservers must be added very quickly or the rapid growth will bog down and die. If the virus multiplies only to kill the host before spreading, nothing is accomplished. So long as you have planned ahead of time how you can add mailservers rapidly you're okay. You must build in scalability to your viral model.

4. Exploits common motivations and behaviors

Clever viral marketing plans take advantage of common human motivations. What proliferated "Netscape Now" buttons in the early days of the Web? The desire to be cool. Greed drives people. So does the hunger to be popular, loved, and understood. The resulting urge to communicate produces millions of websites and billions of e-mail messages. Design a marketing strategy that builds on common motivations and behaviors for its transmission, and you have a winner.

5. Utilizes existing communication networks

Most people are social. Nerdy, basement-dwelling computer science grad students are the exception. Social scientists tell us that each person has a network of 8 to 12 people in their close network of friends, family, and associates. A person's broader network may consist of scores, hundreds, or thousands of people, depending upon her position in society. A waitress, for example, may communicate regularly with hundreds of customers in a given week. Network marketers have long understood the power of these human networks, both the strong, close networks as well as the weaker networked relationships. People on the Internet develop networks of relationships, too. They collect e-mail addresses and favorite website URLs. Affiliate programs exploit such networks, as do permission e-mail lists. Learn to place your message into existing communications between people, and you rapidly multiply its dispersion.

6. Takes advantage of others' resources

The most creative viral marketing plans use others' resources to get the word out. Affiliate programs, for example, place text or graphic links on others' websites. Authors who give away free articles, seek to position their articles on others' webpages. A news release can be picked up by hundreds of periodicals and form the basis of articles seen by hundreds of thousands of readers. Now someone else's newsprint or webpage is relaying your marketing message. Someone else's resources are depleted rather than your own.

Put into practice

I grant permission for every reader to reproduce on your website the article you are now reading -- "The Six Simple Principles of Viral Marketing" (see http://www.wilsonweb.com/wmt5/viral-principles-clean.htm for an HTML version you can copy). But copy this article ONLY, without any alteration whatsoever. Include the copyright statement, too, please. If you have a marketing or small business website, it'll provide great content and help your visitors learn important strategies. (NOTE: I am giving permission to host on your website this article AND NO OTHERS. Reprinting or hosting my articles without express written permission is illegal, immoral, and a violation of my copyright.)

When I first offered this to my readers in February 2000, many took me up on it. Six months later a received a phone call:

"I want to speak to the King of Viral Marketing!"

"Well, I'm not the King," I demurred. "I wrote an article about viral marketing a few months ago, but that's all."

"I've searched all over the Internet about viral marketing," he said, "and your name keeps showing up. You must be the King!."

It worked! Even five years later this webpage is ranked #1 for "viral marketing."

To one degree or another, all successful viral marketing strategies use most of the six principles outlined above. In the next article in this series, "Viral Marketing Techniques the Typical Business Website Can Deploy Now" (http://www.wilsonweb.com/wmt5/viral-deploy.htm), we'll move from theory to practice. But first learn these six foundational principles of viral marketing. Master them and wealth will flow your direction.

"Copyright © 2000, 2005, Ralph F. Wilson, E-Mail Marketing and Online Marketing editor, Web Marketing Today. All rights reserved. Permission granted to reprint this article on your website without alteration if you include this copyright statement and leave the hyperlinks live and in place."

Confounded Confusion

noreply@blogger.com (Sudhir Bhatt) — Mon, 28 Jul 2008 18:21:00 +0000

Simple IM’s Rants
Sometimes We experience failure and get frustrated due to it. My today’s post is about one of the causes of it is the net itself, heh! Howazzat? I would say information overload or is it overlord. Have you felt this confounded confusion stopping you? I experienced it. Why? Let’s analyse.
It’s often the case that when we are worried or frightened about the future we focus too much on the data – we also collect lots of it to feel better or just understand the given problem. The assumption being that if I have maximum information we can figure out everything and solve it. Its true for a crime a investigation, it is also true that if we go to the root cause of a problem we will improve the situation. This will require lots of information. What’s got to do with IM? ( internet marketing) The net has zillions of free resources which often confuse us and overwhelm us.
However there will always small leakages and failures while we try to do something.
No amount of unnecessary data can substitute action based on just relevant information.
Maybe we are thinking too much and it is procrastination masquerading as reflection, because we are not aware of the appropriate action to take.
Meanwhile more forces may gather which go against what you are supposed to do actually.
Too much of everything may finally amount to something valueless.
Quite a few number of small decisions result into a main outcome, and small decisions do not depend usually on huge amount of data at that point of time.
Meanwhile the point of time at which we need to act will be lost.
So what’s the message ?–
1. Collect only relevant data and buy only those products which match your goal. KISS : keep it simple by downloading only relevant freebies and buy only products congruent to your needs.
2. Have a clear vision about what you want to achieve in your niche. Vision is the art of seeing the invisible.
3. Do you have some model to follow or a product to resell or an affiliate program to join?
4. Are the steps clearly outlined to reach it?
5. Are your financial needs for your IM business goal well defined?
6. Do you have some special talent, skill, some product which you can use in your IM business? It will multiply your benefits so you will also enjoy what you do?
7. Be focused on your goals.

Ways to Earn Money On The WWW

noreply@blogger.com (Sudhir Bhatt) — Wed, 04 Jun 2008 13:33:00 +0000

1. Sell Ebooks on different sites or your own site.
2. Create and sell your own digital products.
3. Sell physical goods on Ebay.
4. Sell physical goods on your own site/s.
5. Sell other marketers' products and earn commission as an Affliate.
6. Put up niche sites to sell products and also earn income through Google adsense.
7. Give services like Design, writing and other services.
8. Resell other marketers' products.
9. Publish ezines and earn through ads from others who want to sell their products.

Basic Aim

noreply@blogger.com (Sudhir Bhatt) — Sun, 01 Jun 2008 11:14:00 +0000

The basic objectives of this blog are to spread and share my ideas of internet marketing and help people to set up their own sites and monetise them. Also to guide the visitors to get freebies and useful paid products. You will find lots of useful tools, resources , softwares, ebooks and links to help in earning money on the net thru my blog! Enjoy.

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