Was ist Viralmarketing?

Viralmarketing ist eine Marketingform, die das Social Web ausnutzt, um Aufmerksamkeit auf Marken, Produkte oder Kampagnen zu lenken, indem Nachrichten sich epidemisch, wie ein Virus ausbreiten. Hierbei kommen die klassischen Social-Media-Kanäle zum Einsatz wie beispielsweise Foren, Blogs, Facebook, Twitter, YouTube, Bewertungsportale und Social Networks insgesamt. Bedeutung für das Social Media MonitoringIm Social Media Monitoring spielt Viralmarketing insofern eine große Rolle: Vor einer Maßnahme wie dieser, wird zunächst das Gefüge der Community analysiert, um herauszufinden, wie sich eine geplante Viralmarketing-Maßnahme auswirken könnte. Ohne ein professionelles Social Media Monitoring riskiert das Unternehmen einen negativen Impact oder eine misslungene Kampagne, die sich nicht verbreitet und keine Verbreiter findet.GeschichteVor allem im Social Web auf Mundpropaganda Wert gelegt. Ein weiteres Beispiel für Viralmarketing ist Werbung, die ohne Zutun des Verfassers verbreitet werden. Ein besonders gelungenes Beispiel aus den Anfängen des Social Webs ist das kostenlose Werbespiel Moorhuhn, das ein Marketing-Instrument der Firma Johnnie Walker Anfang 2000 war. Das Spiel konnte auf der Website des Unternehmens kostenlos heruntergeladen werden und wurde zu einem absoluten Hit im Web.klassisches ViralmarketingNach einem ähnlichen Prinzip funktionieren auch witzig aufgemachte Werbe-Postkarten, die in Kneipen und anderen öffentlichen Orten (z. B. Universitäten) über Kartenständer verteilt werden und die dann mit der Werbebotschaft an andere Menschen weiter verbreitet werden. Auch das Vertriebsmodell der Firma Tupperware ist ein Beispiel für das klassische Viralmarketing.TypologienÜbertragungsarten des Viralmarketing geschieht auf folgende drei Arten:Word of WebWord of EmailWord of Mout

Virales Marketing

im Grunde kann ein Kampagne, die auf virales Marketing aus ist nur dann erfolgreich werden, wenn ihr ein Social Media Monitoring vorangeht. Nur durch eine vorherige Beobachtung des Social Media bzw. Social Webs können Themen und Interessen der Zielgruppen professionell aufbereitet werden. Auf dieser Basis erst können Unternehmen ein umfangreiches Webknowledge durchführen. Was ist Virales Marketing?Virales Marketing ist eine Marketingform, die existierende soziale Netzwerke (Social Networks) ausnutzt, um Aufmerksamkeit auf Marken, Produkte oder Kampagnen zu lenken, indem Nachrichten sich epidemisch, wie ein Virus ausbreiten. Die Verbreitung der Nachrichten basiert damit letztlich auf Mundpropaganda, also der Kommunikation zwischen den Kunden oder Konsumenten.Doch Vorsicht: Auch ein Shitstorm kann sich viral ausbreiten!

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