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Los 8 mejores ejemplos de Marketing Viral o cómo crear un mensaje irresistible - Gestion.Org Saltar al contenido Es el sueño de cualquier marketero (y como no del dueño de la empresa). Lanzas un mensaje y de repente ves que las redes sociales empiezan a echar humo. Tu mensaje corre como la pólvora porque no deja de ser compartido una y otra vez. En Facebook, en Twitter, en Google +, en YouTube… Tu marca está en la calle y en todos los comentarios. Acabas de crear un mensaje viral. ¿Te imaginas las consecuencias que podría tener eso para tu empresa? Claro que sí. La viralidad te dará un índice de visibilidad enorme. Y la visibilidad suele ir acompañada de un aumento de las ventas. En este post no solo te vamos a dar ejemplos de qué es el marketing viral sino que también te daremos las claves para que tú crees un mensaje irresistible. Vamos a por ello.
¿Qué es el marketing viral? Empezar con repaso muy breve de la teoría porque el objetivo de este artículo es que veas cómo crear campañas de marketing viral. Aquí tienes la definición:
El Marketing viral consiste en crear contenido que resulte tan interesante que este sea compartido por muchas personas a través de diferentes medios, sobre todo por Internet.
Como ves, no hay nada nuevo en la definición porque la clave está en qué tiene de especial un mensaje para conseguir viralizarse.
Ventajas y desventajas del marketing viral ¿Puede tener alguna consecuencia negativa? Sí, aunque en un primer momento parezca que todo pueda ser beneficios no es así. Veamos los pros y los contras.
Ventajas Bajo coste: en ocasiones llega a ser nulo debido a que se comparte de manera gratuita. Supone una inversión mínima en comparación con los resultados que se consiguen.Gran alcance: no tiene límites. Un contenido viral es capaz de llegar a miles de personas alrededor del mundo. Con lo cual si sumamos esta ventaja a la del bajo coste, estamos ante un gran fenómeno.No resulta invasivo: a diferencia de otras herramientas. El usuario es quien lo comparte con otras personas porque él ha querido. Al ser compartido por los usuarios no es percibido como publicidad invasiva.Construye marca: si lo hacemos bien y nuestros usuarios lo comparten podemos conseguir que se vinculen con el contenido. Y al ser el contenido tan atractivo podemos lograr que se relacionen directamente con la marca.Lo puede desarrollar cualquier organización o persona: no está necesariamente vinculado a un tipo de empresa en concreto. Cualquiera puede hacer una campaña viral. Aunque para ello es necesario la cuarta característica.Desventajas No se puede medir fácilmente: al contrario que otras herramientas de marketing la viralidad no es tan fácil de medir.No todo puede ser viral: hemos dicho que el contenido debe resultar interesante. Y además debe “atacar” alguna de las emociones que hemos mencionado anteriormente. Pero no todos somos iguales. Lo que a mí me hace gracia quizás a los demás no.Exceso de virales: aunque hoy en día es una herramienta bastante útil. Si sigue ocurriendo en los próximos años corre el riesgo de que la veamos como “una forma más de hacer publicidad”.Cuidado con el contenido: en ocasiones hay contenidos que se hacen virales y resultan perjudiciales para las empresas. Lo importante en estos casos es saber sofocarlo para que no se extienda demasiado.Hace falta un equipo creativo: para conseguir un mensaje viral necesitamos que sea muy atractivo y pegadizo. Cuestiones que sin una dosis de creatividad son difíciles de conseguir. Ahora que ya tienes clara toda la teoría, vamos con lo interesante: cómo crear una estrategia de marketing viral.
¿Cómo crear una campaña de marketing viral exitosa? La realidad es que no existe la receta perfecta para cocinar un viral. Sin embargo, sí tenemos bastante claros cuáles son los ingredientes que debe tener. Veamos cuáles son:
1. Utilidad Sí, por encima del humor y de la sorpresa está lo práctico. La personas compartimos con los demás cuestiones que nos resultan útiles. De ahí que uno de los formatos de contenido más demandado siempre sean estas 2 fórmulas:
Cómo hacer (How to ): seguro que has visto miles de artículos con este título.Tutorial o guía: es la misma fórmula que antes. La persona busca aprender algo. Pero sí, tranquilo que todo no va a ser aprender.
2. Contenido emocional Las emociones son poderosas, ya lo veíamos en el post del marketing emocional . Apelar a los sentimientos es una de las mejores estrategias que puedes usar. Las emociones que más se suelen atacar son las siguientes:
Sorpresa: a casi todos nos gustan las sorpresas. Es así. En el contenido es igual, cuando un artículo o un vídeo nos interesa y nos sorprende solemos compartirlo con los demás. ¡Ojo! la sorpresa puede ser positiva o negativa.Enfado: cuando nos enfadamos solemos comentarlo con los demás. Y si ese enfado va de la mano con algo injusto, la viralidad será aún mayor. Por eso las empresas cuidan mucho los enfados de los clientes en redes sociales.Miedo o inseguridad: cuando vas a hablar de algo que no dominas es lógico que te sientas inseguro. Muchos artículos usan como título frases que “vencen” esos miedos. Por ejemplo “5 claves para conseguir…” referente al tema que no dominamos.Alegría: nos encantan las cosas que nos producen alegría. Algo que de alguna manera consiga que se nos escape una sonrisilla será más probable que lo compartamos.Lujuria y codicia: en ocasiones el contenido nos llega a tal punto que nos motiva a querer mostrar un status . Y la manera de mostrarlo es compartiendo dicho contenido.Humor: es para muchos expertos, la emoción más viral de todas. Un contenido que nos haga reír es fácil de compartir. Todos queremos alegrar el día con contenidos graciosos.Secretos y la curiosidad: somos curiosos por naturaleza y debemos aprender a vivir con ello. Por eso no podemos evitar entrar en links del tipo: “No te pierdas lo que hizo “fulanito” durante los premios…” Aunque te pueda parecer que las emociones «malas» son muy poderosas, para conseguir un mensaje viral es mejor usar un contenido positivo que uno negativo. De hecho muchos expertos no consideran la tristeza como una emoción que produzca la viralidad. Hay algunas campañas que la usen pero siempre tocando a la vez la injusticia y el enfado.
3. Inmediato Un mensaje viral debe conseguir que el receptor se implique con el contenido en ese mismo momento . Cada segundo que tarde en apretar el botón de «compartir» más difícil lo tenemos.
4. Inédito u originalidad Ya vimos antes que las sorpresas nos encantan. Y si a esa sorpresa le unimos que el mensaje es novedoso o nos muestra algo que no conocemos , el impacto es mayor. Aquí también se puede jugar con la forma. El mensaje puede no ser original en el contenido pero nos lo puede mostrar de forma sorprendente.
Ejemplos de marketing viral Para que puedas experimentar todo lo que te acabamos de contar, ¿qué mejor forma que ver campañas de marketing viral que han funcionado? Aquí tienes 8 ejemplos de marketing viral. Seguro que recuerdas más de uno 🙂
1. El amo a Laura https://www.youtube.com/watch?v=hRdVg_JATII&feature=youtu.be El “Amo a Laura “de MTV España. Se trata sin duda de una de las campañas virales con mayor repercusión. Un grupo que con su peculiar canción pegadiza se convirtió en el tema de conversación de prácticamente toda España. No obstante, este vídeo no solo es un ejemplo de marketing viral sino también de cómo hacer buen marketing. En este artículo te explicamos la historia completa de esta campaña, pero te podemos decir que se trató de una estrategia increíblemente eficaz. Trascendió tanto que se convirtió en un “hit” del momento llegando a los medios de comunicación de masas. Por supuesto las parodias se sucedieron y contribuyeron a la viralidad. Esta campaña se enfocó principalmente en el humor y fue loque propició que se compartiera entre los usuarios.
2. Ejemplo de marketing viral negativo: Loewe https://www.youtube.com/watch?v=UUWFWJ9fRoo Una de las desventajas que comentamos antes es que hay que tener mucho cuidado con el contenido. En ocasiones puede volverse contra nosotros. Esto fue lo que le pasó a Loewe con esta campaña. Consiguieron hacerla viral, hasta ahí todo perfecto. El problema es que lo consiguieron porque los usuarios lo hacían para ridiculizar a los protagonistas de la campaña . El motivo fue que no se sentían para nada identificados e incluso indignados. Se criticaba que se pretendiese identificar a la juventud con una marca que por su precio es inaccesible a la amplia mayoría de jóvenes.
3. Levántate contra la pobreza https://www.youtube.com/watch?v=Ch6arVZ3TQU Otra característica que mencionamos antes era que cualquier organización o persona podía hacer una campaña viral. Este es un ejemplo de una campaña de marketing viral exitosa realizada por la ONU. En ella se simula el robo de la silla del entonces presidente Zapatero con un mensaje claro: “el 16 de Octubre, en pie contra la pobreza”. Se convirtió en un fuerte reclamo para que la gente se “levantara” contra la pobreza. En tan solo 2 días consiguió 41.000 visualizaciones.
4. Cuando la viralidad conquistó Eurovisión https://www.youtube.com/watch?v=Ub56q09NdCA Otro ejemplo, aunque un poco más encubierto, de qué es el marketing viral lo vemos en “El Chikilicuatre”. Seguramente te sonará y es que este personaje no es más que el producto de una gran campaña viral. Todo comenzó en el programa que Andreu Buenafuente presentaba en La Sexta. Aunque la canción era una broma tuvo más repercusión de la esperada. Tanta, que la canción que representó a España en el festival de Eurovisión . Además se crearon peluches y diferentes productos de merchandising relacionados con el personaje. Un ejemplo más de que el humor es una gran fuente para conseguir hacer marketing viral.
5. Una apelación a las emociones: Spanair https://www.youtube.com/watch?v=TTsieCm8n8M Un ejemplo perfecto de cómo atacar emociones positivas hace que un anuncio se convierta en viral. Aquí Spanair jugó con emocionarnos al ver la ternura e ilusión de los más pequeños al pensar que acaban de estar con Papá Noel. Sin duda alguna es una campaña que se hizo viral porque todos los adultos se sintieron identificados con la ilusión que sintieron los niños.
6. La música como técnica de marketing viral https://www.youtube.com/watch?v=6StimAMt2Uw Es una de las campañas más actuales que se ha convertido en viral. El contenido no es más que una canción extraña a la vez que pegadiza y una coreografía “diferente ”. Si sumamos todo obtenemos un contenido muy propicio para compartir. Tanto ha sido así que las parodias no han dejado de salir e incluso la canción se puede escuchar en las discotecas.
7. El reto y los famosos https://www.youtube.com/watch?v=Frmfnln7Aqc Últimamente estamos asistiendo a un nuevo fenómeno viral que se comparte a través de redes sociales. Son los conocidos como “retos”. Un reto no es más que la realización de algún acto el cual es compartido normalmente en redes sociales. En ocasiones se hace con algún fin como el que puedes ver en el vídeo. Otras veces el hecho de realizarlo no es más que divertirse. En este caso el reto conocido como “Ice Bucket Challenge” traspasó todo tipo de barreras. Fue un reto que se hizo por todo el mundo. Además, como puedes ver, se realizó en programas de gran audiencia e incluso con famosos con millones de seguidores. Retos como “el reto de la botella” o el actual “mannequin challenge” han conseguido hacerse viral a través de las redes sociales.
8. El Marketing viral y Coca Cola https://www.youtube.com/watch?v=UngdggryRDo Esta campaña es una de las acciones de marketing viral de Coca Cola más conocidas. Colocaron una máquina expendedora un tanto especial. ¿El objetivo de la máquina? Repartir felicidad a aquellos que la usaban. Como resultado obtuvieron un vídeo donde se puede ver a la gente compartiendo felicidad y bastantes risas.
¿Ya tienes claros los secretos del marketing viral? Ahora que y a tienes la receta necesaria para crear tu mensajes viral perfecto solo te falta una cosa. ¿Cuál? ¡Compartir este post! 😀