Two Hearts In Three-Quarter Time: How To Waltz The Social MediaViral Marketing Dance Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

The concept of viral marketing has been discussed in the literature for more than 15 years since Jeffrey Rayport first introduced the term in 1996. However, the increased use of social media in recent years pushed the idea to the next level. We provide an understanding of the relationship between social media and viral marketing, and illustrate the six steps managers need to take in order to dance the social media / viral marketing waltz. We define viral marketing as electronic word-of-mouth which some forms of marketing communications relating to the company, brand or product transferred in exponentially growing way, often with the help of social media applications. Consider the three conditions that must be met to create a viral marketing epidemic (for example, giving the right message to the right messengers in the right environment) and of the four different groups of social media viral marketing campaigns (nightmares, stroke-of-luck, domestic issues and triumphs). We conclude with five points of caution that managers should consider when you try to start your viral marketing campaign. "Hide
by Andreas M. Kaplan, Michael Haenlein Source: Business Horizons 11 pages. Publication Date: May 15, 2011. Prod. #: BH434-PDF-ENG