Viral Marketing - The Reason & Nxt Kolaveri

The latest rage on social networking sites is the song sung by Dhanush ,son-in law of Tamil Superstar Rajnikath ,called "Why this Kolaveri Di" which has generated more than 11 million views on Youtube ,1.5 million downloads  & innumerable tweets & retweets on Twitter .It is in vogue all across the world from Night clubs in Birmingham to Social get-togethers in New Jersey.

The underlying reason for this hysterical sucess is a marketing technique called Viral 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.

It also refers  to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses or computer viruses.

It can be delivered by word of mouth or enhanced by the network effects of the Internet. Viral marketing may take the form of video clips, interactive Flash games, advergames,  ebooks , brandable software, images, or text messages.

Elements of a Viral Marketing Strategy

1.     Gives away products or services

2.     Provides for effortless transfer to others

3.     Scales easily from small to very large

4.     Exploits common motivations and behaviors

5.     Utilizes existing communication networks

6.     Takes advantage of others' resources.

The ultimate goal of marketers interested in creating successful viral marketing programs is to create viral messages that appeal to individuals with high social networking potential (SNP) and that have a high probability of being presented and spread by these individuals and their competitors in their communications with others in a short period of time.

Taking cue from the above description & strategy of  Viral marketing ,I did a generic level of  Viral Marketing Campaign for my personal blogs “ Veracity is Sublime”  using  Social  Networks  ( Twitter , Facebook & LinkedIn )  and  I feel i am fairly successful in my efforts.

I felt this mini viral marketing campaign( 3 days ) was successful  due to following reasons :

1)     I got  audiences( Total hits -812 views)  from 17 countries ,mostly from India ,USA ,United Kingdom ,Canada & Germany , of which 73 % (573 people) were first- timers i.e people from I had no acquaintances & communication before & 13 % ( 97 people) gave feedback & comments on my blog.

2)    It could help me to understand the behaviour & preferences of audiences( tech-savvy ,business oriented etc) by the technology ( web browsers( total- 9 ) they use & Operating Systems (total – 12 ) ,17 categories of gadgets & the content they preferred.

3)    Also ,I realized that buzz –words &  headlines are paramount in captivating audiences online. ( Facebook – cheesy ,wacky words,Twitter – concise &surprising words, LinkedIN -  formal words with brevity) did wonders.

Market Analytics of my blog is given below: