Viral Marketing and Social Networks, livre ebook

Viral marketing is the key to marketing success
in the 21st century, and advertising is one of
the most important tools in the viral marketing
toolkit. This book offers an in-depth look at viral
marketing that includes a short overview of its
history and evolution.
The author provides a viral marketing
toolkit—exploring the use of each tool in social
media, as well as differences between connected
terms such as marketing buzz. Viral advertising,
as a significant tool and source of viral message,
is discussed in detail with examples of
various companies’ viral campaigns. The focus
is on how and where businesses can post messages
with viral objectives and which consumer
segment is the center of the initial targeting
initiative.
This book is for anyone—students and professors
in business and communication schools, as
well as marketing practitioners.
Preface ..................................................................................................ix
Acknowledgments .................................................................................xiii
Chapter 1 Viral Marketing..................................................................1
Chapter 2 The Social Network............................................................9
Chapter 3 Viral Marketing Media.....................................................19
Chapter 4 Viral Marketing Characteristics and Tools.........................39
Chapter 5 Viral Advertising...............................................................51
Chapter 6 Hybrid Marketing............................................................63
Chapter 7 Releasing the Virus...........................................................71
Chapter 8 Results and Evaluation......................................................79
Chapter 9 Negative Viral Campaigns................................................91
Chapter 10 Conclusions....................................................................107
References ...........................................................................................115
Index .................................................................................................127