The six simple principles of viral marketing

The Six Simple Principles of Viral MarketingThe Six Simple Principles of Viral Marketing MAY 10, 2012 • MAY 10, 2012 • DR. RALPH F. WILSONDR. RALPH F. WILSON

Editor’s Note: Dr. Wilson first published this article in 2000. He then updated it in 2005. We updated it a thirdEditor’s Note: Dr. Wilson first published this article in 2000. He then updated it in 2005. We updated it a third

time, in 2012.time, in 2012.

I admit it.I admit it. The term “viral marketing” is offensive. Call yourself a viral marketer and people will take two steps 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 fraughtback. 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 movieswith doom, not quite dead yet not fully alive, it exists in that nether genre somewhere between disaster movies

and horror flicks.and horror flicks.

But you have to admire the virus. It has a way of living in secrecy until it is so numerous that it wins by sheerBut you have to admire the virus. It has a way of living in secrecy until it is so numerous that it wins by sheer

weight of numbers. It piggybacks on other hosts and uses their resources to increase its tribe. And in the rightweight of numbers. It piggybacks on other hosts and uses their resources to increase its tribe. And in the right

environment, it grows exponentially. A virus doesn’t even have to mate. It just replicates, again and again withenvironment, it grows exponentially. A virus doesn’t even have to mate. It just replicates, again and again with

geometrically increasing power, doubling with each iteration.geometrically increasing power, doubling with each iteration.

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

Viral Marketing DefinedViral Marketing Defined

What does a virus have to do with marketing? Viral marketing describes any strategy that encouragesWhat 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 theindividuals 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 tomessage’s exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to

explode the message to thousands, to millions.explode the message to thousands, to millions.

Off the Internet, viral marketing has been referred to as “word-of-mouth,” “creating a buzz,” “leveraging theOff 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 othersmedia,” “network marketing.” But on the Internet, for better or worse, it’s called “viral marketing.” While others

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smarter than I have attempted to rename it, to somehow domesticate and tame it, I won’t try. The term “viralsmarter than I have attempted to rename it, to somehow domesticate and tame it, I won’t try. The term “viral

marketing” has stuck.marketing” has stuck.

The Classic Hotmail ExampleThe Classic Hotmail Example

The classic example of viral marketing is Hotmail.com, one of the first free web-based email services. TheThe classic example of viral marketing is Hotmail.com, one of the first free web-based email services. The

strategy is simple:strategy is simple:

Give away free email addresses and services;Give away free email addresses and services;1. Attach a simple tag at the bottom of every free message sent out: “Get your private, free email atAttach a simple tag at the bottom of every free message sent out: “Get your private, free email at http://www.hotmail.com”;http://www.hotmail.com”;

2.

Then stand back while people email to their own network of friends and associates;Then stand back while people email to their own network of friends and associates;3. Who see the message;Who see the message;4. Sign up for their own free email service; and thenSign up for their own free email service; and then5. Propel the message still wider to their own ever-increasing circles of friends and associates.Propel the message still wider to their own ever-increasing circles of friends and associates.6.

Like tiny waves spreading ever farther from a single pebble dropped into a pond, a carefully designed viralLike tiny waves spreading ever farther from a single pebble dropped into a pond, a carefully designed viral

marketing strategy ripples outward extremely rapidly.marketing strategy ripples outward extremely rapidly.

Elements of a Viral Marketing StrategyElements of a Viral Marketing Strategy

Accept this fact. Some viral marketing strategies work better than others. Few work as well as the simpleAccept this fact. Some viral marketing strategies work better than others. 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 viralHotmail.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 moremarketing 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:powerful the results are likely to be. An effective viral marketing strategy:

Gives away products or services;Gives away products or services;1. Provides for effortless transfer to others;Provides for effortless transfer to others;2. Scales easily from small to very large;Scales easily from small to very large;3. Exploits common motivations and behaviors;Exploits common motivations and behaviors;4. Utilizes existing communication networks;Utilizes existing communication networks;5. Takes advantage of others’ resources.Takes advantage of others’ resources.6.

Let’s examine at each of these elements briefly.Let’s examine at each of these elements briefly.

1. Gives Away Valuable Products or Services1. Gives Away Valuable Products or Services

“Free” is the most powerful word in a marketer’s vocabulary. Most viral marketing programs give away valuable“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 email services, free information, free “cool” buttons, free softwareproducts or services to attract attention. Free email 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 Lawprograms 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”. “Cheap” or “inexpensive” may generate a wave ofof Web Marketing is “The Law of Giving and Selling”. “Cheap” or “inexpensive” may generate a wave of

interest, but “free” will usually do it much faster. Viral marketers practice delayed gratification. They may notinterest, but “free” will usually do it much faster. Viral marketers practice delayed gratification. They may not

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profit today, or tomorrow, but if they can generate a groundswell of interest from something free, they know theyprofit 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. Freewill 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.attracts eyeballs. Eyeballs then see other desirable things that you are selling, and, presto! you earn money.

Eyeballs bring valuable email addresses, advertising revenue, and ecommerce sales opportunities. Give awayEyeballs bring valuable email addresses, advertising revenue, and ecommerce sales opportunities. Give away

something, sell something.something, sell something.

2. Provides for Effortless Transfer to Others2. Provides for Effortless Transfer to Others

Public health nurses offer sage advice at flu season: Stay away from people who cough, wash your handsPublic health nurses offer sage advice at flu season: Stay away from people who cough, wash your hands