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Viral Marketing: a strategy that encourages people to pass on a ...

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Topic: Viral Marketing

Sort Desciption: Tipping Point Gladwell writes that "viral marketing" word-of-mouth can provoke big dramatic. changes in how people think and act. ...

Content Inside: ISSN 1712 - 4824 issue # nine June 2005 Viral Marketing: a strategy that encourages people to pass on a marketing message to others creating a potential for exponential growth in the messages exposure and influence. Before (or off) the Internet its word-of-mouth. Here is an excerpt from a column written by Clara N. Bohrer President of the Public Library Association . You have available a potent but often underutilized form of communication that can advance both your library's advocacy and promotional efforts. Word-of-mouth is a powerful phenomenon that you can use to spread the word about your library. Using word-of-mouth marketing can increase your library's perceived value as well as library usage and support. Malcom Gladwell keynote speaker at ALA's Midwinter Meeting last January made a strong case for the powerful effects that are generated from word-of-mouth. In his bestselling book The Tipping Point Gladwell writes that "viral marketing" word-of-mouth can provoke big dramatic changes in how people think and act. As people talk to each other about positive experiences at your library excitement and momentum build. People who have been merely thinking about supporting or using the library or a new service are now motivated to actually try. Libraries can use this persuasive effect of word-of-mouth to great advantage. Most libraries don't have large marketing or advertising budgets. We do however have large numbers of loyal users and talented staff members. This means we are ideally positioned to make use of and benefit from word-of-mouth marketingif we can harness its power. But how many times have we ever said to a library user something as simple as "Please tell your friends"? We often fall short in seeing ways to deliberately use word-of-mouth and integrate it into everyday library operations. Word-of-mouth marketing isn't just one person talking to another. It is a strategic approach to delivering a specific message in a ...

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Online viral marketing: the strategic synthesis in peer-to-peer brand ... Viral marketing depends on a high pass-along rate from person to. person. ...

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