管理咨询业赚钱机器的丑恶内幕

DemystifyingViralMarketingbyRalphF.Wilson--page1Copyright©2000byRalphF.Wilson.Allrightsreserved.Thisebookmaynotbereprintedordistributedinelectronic,print,web,[e-mail]-BusinessConsultantAvailableat©2000byRalphF.Wilson.Allrightsreserved.Thisebookmaynotbereprintedordistributedinelectronic,print,web,[e-mail]ViralMarketing...3ViralMarketingDefined.....................................................................................3TheClassicHotmail.comExample....................................................................4ElementsofaViralMarketingStrategy.............................................................41.Givesawayvaluableproductsorservices......................................................52.Providesforeffortlesstransfertoothers........................................................53.Scaleseasilyfromsmalltoverylarge............................................................64.Exploitscommonmotivationsandbehaviors.................................................65.Utilizesexistingcommunicationnetworks....................................................66.Takesadvantageofothers'resources.............................................................6AnElementaryExercise.....................................................................................72.ComparingViralMarketingStrategiestotheSixPrinciples.............................................................93.ViralMarketingTechniquestheTypicalBusinessWebsiteCanDeployNow.....................12EncourageLinkstoYourSite..........................................................................12EncourageWord-of-MouthRecommendations...............................................13OfferDesirableProductsorServicesthatSpreadYourMessage....................134.Review:Recommend-It.com..........................155.E-MailtotheEditoronViralMarketing...........196.ViralMarketingPlanCaseStudy:DoctorEbiz.com..................................................22DemystifyingViralMarketingbyRalphF.Wilson--page3Copyright©2000byRalphF.Wilson.Allrightsreserved.Thisebookmaynotbereprintedordistributedinelectronic,print,web,[e-mail]tyet?youwonder.Asinisterthing,thesimplevirusisfraughtwithdoom,notquitedeadyetnotfullyalive,itexistsinthatnethergenresomewherebetweendisastermoviesandhorrorflicks.Butyouhavetoadmirethevirus.Hehasawayoflivinginsecrecyuntilheissonumerousthathewinsbysheerweightofnumbers.Hepiggybacksonotherhostsandusestheirresourcestoincreasehistribe.Andintherightenvironment,hegrowsexponentially.Avirusdoesn'tevenhavetomate--hejustreplicates,againandagainwithgeometricallyincreasingpower,doublingwitheachiteration:1111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111Inafewshortgenerations,aviruspopulationcanexplode.ViralMarketingDefinedWhatdoesavirushavetodowithmarketing?Viralmarketingdescribesanystrategythatencouragesindividualstopassonamarketingmessagetoothers,creatingthepotentialforexponentialgrowthinthemessage'sexposureandDemystifyingViralMarketingbyRalphF.Wilson--page4Copyright©2000byRalphF.Wilson.Allrightsreserved.Thisebookmaynotbereprintedordistributedinelectronic,print,web,[e-mail],suchstrategiestakeadvantageofrapidmultiplicationtoexplodethemessagetothousands,tomillions.OfftheInternet,viralmarketinghasbeenreferredtoasword-of-mouth,creatingabuzz,leveragingthemedia,networkmarketing.ButontheInternet,forbetterorworse,it'scalledviralmarketing.WhileotherssmarterthanIhaveattemptedtorenameit,tosomehowdomesticateandtameit,Iwon'ttry.Thetermviralmarketinghasstuck.TheClassicHotmail.comExampleTheclassicexampleofviralmarketingisHotmail.com,oneofthefirstfreeWeb-basede-mailservices.Thestrategyissimple:•Giveawayfreee-mailaddressesandservices,•Attachasimpletagatthebottomofeveryfreemessagesentout:Getyourprivate,freeemailat•Thenstandbackwhilepeoplee-mailtotheirownnetworkoffriendsandassociates,•Whoseethemessage,•Signupfortheirownfreee-mailservice,andthen•Propelthemessagestillwidertotheirownever-increasingcirclesoffriendsandassociates.Liketinywavesspreadinge