Viral marketing is a higher level order of Word of Mouth in marketing. It utilizes the internet and digital medium to “infect” other users of the medium by engaging them with content and encourages them to pass it on to other users. Unlike traditional Word of Mouth marketing that may take weeks or months to reach critical mass, Viral Marketing, through the internet, allows the message to reach thousands and millions of people in less than a week. Brands are now joining the viral marketing bandwagon to leverage and create awareness and trial for their products and services. With the advent of video sharing sites like YouTube and social networking sites like Facebook, many brands have jumped into this viral bandwagon, albeit without much success. We can only name a few successful viral marketing campaigns that have really enticed us to “send it forward.” There is a science to successful viral marketing by understanding the fine line between human behavior and the internet technologies that exist today. Master them and brands will be able to cut through the clutter and become viral marketing successes.
Key Benefits to Participants
Each participant will be able to:
  • Understand the underpinnings on why viral marketing came about and why it has become an undeniable key digital marketing tool
  • Appreciate how viral marketing can build and destroy brands, and understand why some viral campaigns succeed and some fail from the start
  • Understand how each viral and social platform plays out in contributing to viral marketing success and failure
  • Learn to track the performance of viral marketing campaigns
Key Benefits to Companies
The company will:
  • Put  viral marketing science into practice through a viral marketing framework
  • Utilize viral marketing as an important tool in business
  • Learn and understand how to proactively create strong viral marketing campaigns to their brands’ benefit
  • Counteract negative viral marketing programs that are working against them
  • Learn from tried and tested true viral marketing case studies that have proved to bring down brands and catapulted brands to success
Program Concept
The program showcases a viral marketing framework that helps marketing practitioners in developing a successful viral marketing campaign. It also helps marketers look at the different components of what makes an idea or campaign viral.
While the basic fundamentals of a word of mouth marketing campaign like segmentation, target audiences, and viral media management remain to be universal, the dynamism of the internet has changed the way how marketers should look into these concepts.

It is therefore important that marketers understand the new principles behind old word of mouth marketing concepts, and how re-applying the internet into creating viral marketing can exponentially push a brand forward, or if done wrong, backfire on the brand.
At the end of the program, participants are expected to be able to develop a viral marketing campaign for their respective brands.

Program Overview
The program is divided into five key modules, which will provide a step-by-step approach on appreciating and understanding the different components of a successful viral marketing campaign. The last module looks at various viral marketing case studies where participants learn from the best in class.

There are case examples from product/service categories such as fast moving consumer goods and service industries like top consumer brands and the tourism industry that show how they have been aggressive in dipping their feet into the world of digital. See how they do it and learn from the different successes and learning as they extend their brands to the world of online.
Module 1:Appreciation of the history of viral marketing and  what makes it successful

Module 2: Creating a step-by-step Viral Marketing plan
Module 3: Choosing which viral and social platform to engage
Module 4: Measuring Viral Marketing performance
Module 5: Best in class Viral Marketing case studies
Who should attend: 
Marketing and Sales Management Practitioners, Brand / Product Managers, Assistant Brand Managers, Marketing Officers, Ad and Promo Managers, Sales Managers, Trade Marketers, Category Managers, Heads of Support Services specifically in IT, and any department member who has a stake in the digital marketing planning and execution.
What our past participants said:
“Very very current & realistic.” – Edric Chen, Bounty Farms, Inc.
“Very interesting, insightful!” – Adrian Ong, Sales and Reservation, Robinsons Land Corporation
“Donald is an excellent facilitator – very knowledgeable, patient, and so accommodating. The content & presentation itself are enlightening & engaging. Highly recommendable!— Agnes Caguntas, Eastern Rising Int’l. Co.
“Very informative. Will definitely help our overall marketing efforts.” – Pamela Bite, Amway Phils.
Recent participants include:
  • Marketing Manager, AB Food & Beverages Philippines, Inc.
  • Marketing Manager, Goldilocks Bakeshop, Inc.
  • President, Beaucoup Corporation
  • Marketing Services Officer, Grand Metro Lorenzo Corporation
  • Service Brand Manager, Pilipinas Teleserv, Inc.
  • Brand Manager, Energizer Philippines, Inc.
  • Manager, Bank of  the Philippine Islands
  • Marketing Communication Officer, Canon Marketing Philippines, Inc.
  • Senior Media & Promotion Manager, NutriAsia Inc.
  • Senior Marketing Officer for Social Media Marketing, Robinsons Land Corporation
  • Associate Marketing Manager, Betis Crafts Inc.

About the Speaker:

DONALD PATRICK LIM, Chief E-Marketing Strategist
Mansmith and Fielders, Inc.

Managing Director of MRM Worldwide Manila, former CEO of Yehey Corporation and Media Contacts Manila, former Vice President of Philippine Daily Inquirer, youngest to serve as President of the Philippine Marketing Association, and also the founding president of the Internet and Mobile Marketing Association of the Philippines