Viral Marketing: A Legendary Symbiosis With The Internet

The so-called viral marketing means that the originator sends the product's initial information to the user, and then relies on the user's spontaneous word of mouth publicity. Because of its similar principle and the way of spreading the virus, economics calls it viral marketing.

Viral marketing is a common and effective method in network marketing.

Experts have made an intuitive positioning for viral marketing: through the forum, community, BLOG, podcasting and other means to promote the topic to target users, and then rely on the target group spontaneous word-of-mouth, so as to promote the sale of target brand is viral marketing.

Kaixin's success story

Viral marketing makes your network customers and mail subscribers a microphone for your online business, making your online business explode exponentially.

Viral marketing uses the active communication among users to spread information like viruses, so as to achieve the purpose of promotion.

The essence of viral marketing is to provide users with valuable free services while attaching certain promotional information. Common tools include free e-books, free software, free Flash works, free greeting cards, free mailboxes, free instant messaging tools and so on.

If applied properly, viral marketing can achieve very significant results at very low cost.

The viral marketing of Kaixin is the most successful example of SNS websites in China.

In March 2008, Cheng Bing Hao founded Kaixin net, through viral marketing mode, in a short span of more than a year, with unique marketing and products became a dark horse in the Internet industry.

You may not be optimistic about the profit model of Kaixin, but you have to admit that one of the most important network events in 2008 is the popularity of Kaixin in white-collar groups, so that the Kaixin network has become a fashion.

Vegetables, stealing vegetables, robbing and robbing parking spaces...

The happy net is spreading like a virus in the crowd.

So, among white-collar people, there was such a buzzword: before July 2008, you didn't listen to Kaixin, which is very normal, because it was only recently established; in July 2009, if you don't have a happy account, it is obvious that you have been "OUT".

Win in marketing

In fact, the products provided by Kaixin net are not new. Photos, diaries, book reviews, film reviews and other information sharing platforms, short messages, messages, comments and other means of communication, personal tools such as paction management, network hard disk, collection, and other interactive topics such as voting, answering questions, sincere words and other interactive components, such as buying and selling friends, competing for parking spaces, buying houses and so on, are mostly borrowed from Facebook, Twitter and other major social networking sites abroad. Kaixin completely copied Facebook's practices, such as car rental, voting, testing and other small game plug-ins.

Although, as an imitator, the product provided by Kaixin is not very surprising, but its successful marketing means is indeed an example of a winner.

Taking a look at the marketing mode of Kaixin, we can find that behind the popularity of the happy Internet, the happy network has hardly spent a penny on advertising promotion. It basically does not advertise links on other websites, but relies entirely on viral marketing communication. The most traditional viral marketing of SNS website has reached the extreme: MSN users are mainly white-collar workers. Through cooperation with MSN, Kaixin has obtained MSN user data.

After users sign up at Kaixin, MSN will automatically send invitation links to their MSN friends.

Sometimes, MSN users receive dozens of links in a day and invite them to stay in the Kaixin until the MSN users finally register.

Once registered, it will automatically become the next communication node.

Relying on this explosive virus to spread the marketing mode, the users of Kaixin network increased geometrically in just a few months.

Finding a breakthrough point

In fact, Kaixin, when copying the Facebook mode, cleverly identified a breakthrough point. Through the accurate grasp of the "six degree space theory", relying on IM and E-mail for viral pmission, it chose Internet, media, advertising, film and television and other "interpersonal interaction" relatively strong industries, with these industries engaged in market, public relations and sales personnel as a breakthrough, assisted by word of mouth communication, making Kaixin net popular in the Internet world in just a few months.

Data show that since May 2008, the traffic and popularity of Kaixin have been rising rapidly. As of December 2008, the number of users of Kaixin is between 5 million and 8 million according to the most conservative estimate.

Analysts believe that because of the obvious characteristics of user groups - white-collar workers, higher value and sticky than other types of forums and communities, according to each user value of 1000 yuan, the value of Kaixin is about 5 billion to 8 billion yuan.

If you compare it with the same type of SNS community website, you will be amazed at the incredible speed of viral marketing.

Finding the right opinion leaders

The marketing promotion mode of Kaixin net gives us the following enlightenment: first, we must find the right opinion leaders to get a good promotion channel for a product.

Finding the right opinion leaders is very important for viral marketing at the very beginning. Viral marketing is a good job, but in most cases, opinion leaders can help you get twice the result with half the effort.

So it's important to find contacts, professionals and salesmen who really like your product.

Secondly, the application of good oral marketing is another key point of viral marketing.

Word of mouth is a process of delivering goods information between people who trust each other. If positive information can not be delivered smoothly between you and your friends, you should not expect them to be widely spread through word of mouth.

Third, step by step, not speed.

Viral marketing has the same meaning as traditional Internet marketing, that is, "good soup needs to be simmered". Sometimes, it is too urgent to express its business purpose, and customers will not buy it. Naturally, customers will receive unexpected results.

A new product and brand will enable consumers to accept, approve, like it, and feel the brand proposition that the product wants to convey. It is really not an easy task.

Only the perfect virus pmission system is not the key to prompt the rapid development of users, but also the coordination of virus pmission system and product functions.

No matter how good the communication system is, users can not take the initiative to use it.

The viral marketing of SNS website is a low cost and high conversion rate promotion mode. Its success tells us that every common promotion method can be a great marketing tool.