Marketing wirusowy w przedsiębiorstwach usługowych

(1)

=(6=<7<1$8.2:(81,:(56<7(786=&=(&,ē6.,(*2 352%/(0<=$5=Ą'=$1,$),1$16Ï:

,0$5.(7,1*815

NR 850 2015

-2$11$.26à$%ĉ'2:,&=* Uniwersytet Ekonomiczny w Katowicach

MARKETING WIRUSOWY

:35=('6,ĉ%,2567:$&+86à8*2:<&+ Streszczenie

&HOHP QLQLHMV]HJR RSUDFRZDQLD MHVW RSLVDQLH PRĪOLZRĞFL Z\NRU]\VWDQLD PDUNH-WLQJXZLUXVRZHJRSU]H]SU]HGVLĊELRUVWZDXVáXJRZHQDSRGVWDZLHZ\EUDQ\FKSU]\NáDGyZ dotychczas przeprowadzonych kampanii marketingu wirusowego. W artykule z wyko-U]\VWDQLHPPHWRG\RSLVXLDQDOL]\ĨUyGHáSU]HGVWDZLRQRVSHF\¿F]Q\URG]DMPDUNHWLQJX V]HSWDQHJRRQOLQH±PDUNHWLQJZLUXVRZ\±RUD]VSRVRE\MHJRZ\NRU]\VWDQLD=DSUH]HQ-WRZDQRUyZQLHĪPRGHOSR]ZDODMąF\QD]DSODQRZDQLHHIHNW\ZQHMNDPSDQLLPDUNHWLQJX ZLUXVRZHJR RUD] RSLVDQR ] MHJR Z\NRU]\VWDQLHP GZD SU]\NáDG\ XGDQ\FK NDPSDQLL SURZDG]RQ\FKSU]H]SU]HGVLĊELRUVWZDXVáXJRZHLMHGHQSU]\NáDGQHJDW\ZQ\0DUNHWLQJ ZLUXVRZ\MHVWLQWHUHVXMąF\PQDU]ĊG]LHP]SXQNWXZLG]HQLDSU]HGVLĊELRUVWZXVáXJRZ\FK Z\NRU]\VW\ZDQ\PMXĪRGFRQDMPQLHMGHNDG\SRQLHZDĪXGDQDNDPSDQLDSRWUD¿]DDQ-JDĪRZDüL]DLQWHUHVRZDüQDGDZFąGXĪHU]HV]HLQWHUQDXWyZ 6áRZDNOXF]RZHPDUNHWLQJZLUXVRZ\LQWHUQHWUHNODPD :SURZDG]HQLH

&RUD] SRZV]HFKQLHMV]\ GRVWĊS GR LQWHUQHWX ]ZLĊNV]DMąFD VLĊ SU]HSXVWR-ZRĞü áąF] URVQąFD LQWHUDNW\ZQRĞü GRVWĊSQ\FK WUHĞFL ZSá\ZDMą QD URVQąFH ]D-LQWHUHVRZDQLHSU]HGVLĊELRUVWZREHFQRĞFLąZVLHFLL]DVWRVRZDQLHPWHJRQRZHJR

(2)

122 -RDQQD.RVàDEĊGRZLF] PHGLXPZSURZDG]RQHMG]LDáDOQRĞFL,QWHUQHWPRĪHE\üZ\NRU]\VW\ZDQ\ZFHOX XVSUDZQLHQLDZLHOXIXQNFMLLSURFHVyZRUJDQL]DF\MQ\FKMHGQDN]SXQNWXZLG]H- QLDPDUNHWLQJX]ZUDFDVLĊXZDJĊ]ZáDV]F]DQDXáDWZLHQLDZSURZDG]HQLXG]LD-áDĔPDUNHWLQJRZ\FKLZQDZLą]\ZDQLXNRQWDNWX]SRWHQFMDOQ\PLLDNWXDOQ\PL NOLHQWDPL3U]HGVLĊELRUVWZD]GHF\GRZDQHQDSURZDG]HQLHG]LDáDOQRĞFLPDUNHWLQ- JRZHMZLQWHUQHFLHPDMąGRZ\ERUXZLHOH]UyĪQLFRZDQ\FKRSFMLLQDU]ĊG]LVáX-ĪąF\FKGRSU]HND]\ZDQLDWUHĞFLSRF]\QDMąFRG¿UPRZHMZLWU\Q\LQWHUQHWRZHM SRSU]H]UyĪQHIRUP\SU]HND]XUHNODPRZHJRHPDLOQHZVOHWWHUEDQHU\UHNODPD NRQWHNVWRZDDNRĔF]ąFQDREHFQRĞFLZV]HURNRUR]XPLDQ\FKPHGLDFKVSRáHF]-QRĞFLRZ\FKLLQWHUDNFML]QLPL7DNMDNLZSU]\SDGNXSU]HND]XZWUDG\F\MQ\FK PHGLDFKGRWDUFLHGRGRFHORZHJRRGELRUF\VWDMHVLĊFRUD]ZLĊNV]\PZ\]ZDQLHP =ZLĊNV]DMąFDVLĊOLF]EDUHNODPLWUHĞFLRFKDUDNWHU]HNRPHUF\MQ\PZSá\ZDQD SRGHMPRZDQLHSU]H]LQWHUQDXWyZSUyEEORNRZDQLDÄQLH]DPDZLDQ\FK´LQIRUPDFML QDSU]\NáDG¿OWU\DQW\VSDPRZHZW\F]NLEORNXMąFHUHNODP\ZSU]HJOąGDUNDFK 0DUNHWLQJSU]HGVLĊELRUVWZXVáXJRZ\FK]HZ]JOĊGXQDFKDUDNWHUXVáXJQLH-PDWHULDOQRĞü QLHUR]G]LHOQRĞü ]PLHQQRĞü L QLHWUZDáRĞü PD LQQą VSHF\¿NĊ QLĪ PDUNHWLQJSU]HGVLĊELRUVWZSURGXNF\MQ\FK3RV]F]HJyOQHFHFK\FKDUDNWHU\]XMąFH XVáXJLSRZRGXMąLĪNOLHQFLV]XNDMąGRZRGyZQDMDNRĞüXVáXJLSU]HG]DNXSHP Z FHOX ]PQLHMV]HQLD SRVWU]HJDQHJR U\]\ND ]ZLą]DQHJR ] ]DNXSHP L QLHWUD¿R-Q\PZ\ERUHP'XĪH]QDF]HQLHZSU]\SDGNXSU]HGVLĊELRUVWZXVáXJRZ\FKPDWR MDNVąSRVWU]HJDQHQDU\QNX±WDNZLĊFGXĪDF]ĊĞüG]LDáDĔPDUNHWLQJRZ\FKMHVW VNLHURZDQDQDEXGRZDQLHLSURPRZDQLHZL]HUXQNXSU]HGVLĊELRUVWZD1,QWHUQHW LGRVWĊSQHZF]HĞQLHMZ\PLHQLDQHQDU]ĊG]LDSR]ZDODMąQDSURZDG]HQLHV]HURNR ]DNURMRQ\FKG]LDáDĔZL]HUXQNRZ\FK&HOHPQLQLHMV]HJRRSUDFRZDQLDMHVWRSLVD- QLHQDSRGVWDZLHZ\EUDQ\FKSU]\NáDGyZGRW\FKF]DVSU]HSURZDG]RQ\FKNDPSD-QLLPDUNHWLQJXZLUXVRZHJRPRĪOLZRĞFLZ\NRU]\VWDQLDWHJRURG]DMXPDUNHWLQJX SU]H]SU]HGVLĊELRUVWZDXVáXJRZH 0DUNHWLQJZLUXVRZ\ 7HFKQLNDZ\NRU]\VW\ZDQDZLQWHUQHFLHGRJHQHURZDQLDV]XPXL]DFKĊFDQLD XĪ\WNRZQLNyZGRSU]HND]\ZDQLDVRELHZ]DMHPQLHWUHĞFLMHVWRNUHĞODQDPLDQHP PDUNHWLQJXZLUXVRZHJRDVLHFLVSRáHF]QRĞFLRZHVąVZRLVW\PÄSU]HNDĨQLNLHP´ PDUNHWLQJRZHJRZLUXVD*HQHUDOQLHPLDQHPZLUXVDRNUHĞODVLĊNDĪG\HOHPHQW LQWHUQHWRZHMVWUDWHJLLPDUNHWLQJRZHMNWyU\PDVáXĪ\üPRW\ZRZDQLXRGELRUFyZ 1 5 ĩDED 6SHF\¿ND PDUNHWLQJX XVáXJ =HV]\W\ 1DXNRZH 0:6( Z 7DUQRZLH 0DUNHWLQJ

(3)

0DUNHWLQJZLUXVRZ\ZSU]HGVLĊELRUVWZDFKXVáXJRZ\FK GRGDOV]HJRSU]HND]\ZDQLDWUHĞFLSU]HND]XPDUNHWLQJRZHJR2 3RUyZQDQLHRSLV\-ZDQHJR]MDZLVNDGRZLUXVDZ\GDMHVLĊXVSUDZLHGOLZLRQH:XMĊFLXPHG\F]Q\P ZLUXVUR]SU]HVWU]HQLDVLĊSRSU]H]]QDOH]LHQLHRGSRZLHGQLHJRQRVLFLHODDQDVWĊS- QLHQDPQDĪDVLĊGRRVLąJQLĊFLDPDV\NU\W\F]QHMSR]ZDODMąFHMQDRSDQRZDQLHQR-VLFLHOD:LUXV\QDPQDĪDMąVLĊEDUG]RV]\ENR]NDĪGąNROHMQąJHQHUDFMą&HFKą FKDUDNWHU\VW\F]QąZLUXVyZMHVWWRLĪVDPH]VLHELHQLH]DSHZQLDMąF]\QQLNyZ XPRĪOLZLDMąF\FKLFKZ]URVW±GRVWDUF]DLFKQRVLFLHO:SU]\SDGNXPDUNHWLQJX PRGHOZLUXVRZ\RSLHUDVLĊQD]DáRĪHQLXĪHSU]HND]PDUNHWLQJRZ\UyZQLHĪZ\-NRU]\VWXMHQRVLFLHODLMHJR]DVRE\ZFHOXUR]SRZV]HFKQLHQLDZLDGRPRĞFLLMHM ]QDF]HQLD:LQQ\FKSUyEDFK]GH¿QLRZDQLDPDUNHWLQJXZLUXVRZHJR]ZUDFDVLĊ XZDJĊQDWDNLHFHFK\MDNQLHRGSáDWQHSU]HND]\ZDQLHSSSHHUWRSHHUWUHĞFL Z\ZRáXMąF\FK NRQWURZHUVMH PDMąF\FK VLOQ\ áDGXQHN HPRFMRQDOQ\ OXE KXPR-U\VW\F]Q\ RU\JLQDOQLH SU]\JRWRZDQ\FK SU]H] PRĪOLZHJR GR ]LGHQW\¿NRZDQLD VSRQVRUDZ\NRU]\VWXMąFHJRLQWHUQHWZFHOXSU]HNRQDQLDRGELRUFyZGRGDOV]HJR SU]HND]\ZDQLDGDQHMWUHĞFL0DUNHWLQJZLUXVRZ\E\ZDUyZQLHĪSRUyZQ\ZDQ\ GR ZLUXVyZ NRPSXWHURZ\FK DOER SRĪDUyZ VWHSX ]H Z]JOĊGX QD QLHPRĪOLZRĞü NRQWUROLQDGUR]SU]HVWU]HQLDQąWUHĞFLąZPRPHQFLHNLHG\RGELRUF\]DMPXMąVLĊ jej dalszym rozpropagowaniem.

:SU]\SDGNXPDUNHWLQJXV]HSWDQHJRRUD]PDUNHWLQJXZLUXVRZHJREĊGą- FHJRMHJRVSHF\¿F]QąIRUPąPRĪQD]DREVHUZRZDüQDVWĊSXMąFH]MDZLVNRZLD- U\JRGQRĞüSU]HND]\ZDQHMLQIRUPDFMLZ]UDVWDNLHG\MHMQDGDZFDMHVW]QDQ\RG-ELRUF\LQLHMHVWSRZLą]DQ\]¿UPąDOERSURGXNWHPXVáXJąNWyUHMSU]HND]\ZDQD ZLDGRPRĞü GRW\F]\ 7R VDPR ]MDZLVNR PRĪQD ]DREVHUZRZDü Z LQWHUQHFLH QD SU]\NáDG]LHJUXSG\VNXV\MQ\FKOXEVSHFMDOLVW\F]Q\FKVSRáHF]QRĞFLLQWHUQHWRZ\FK VNXSLDMąF\FKXĪ\WNRZQLNyZ]DLQWHUHVRZDQ\FKGDQ\PWHPDWHPRERMĊWQLHF]\ MHVWWRPX]\NDNODV\F]QDF]\VSU]ĊWIRWRJUD¿F]Q\8Ī\WNRZQLF\NWyU]\QLJG\ VLĊQLHVSRWNDOLDOH]QDMąVLĊQDZ]DMHP]]DFKRG]ąF\FKZLQWHUQHFLHLQWHUDNFML G\VNXWXMąQDGDQ\WHPDW7HJRW\SXG\VNXVMHEDUG]RF]ĊVWRSXEOLF]QHLGRVWĊSQH GODRVyEÄ]]HZQąWU]´QLH]DDQJDĪRZDQ\FKEH]SRĞUHGQLRZGDQ\ZąWHNVąSR-VWU]HJDQHMDNREDUG]LHMZLDU\JRGQHDZ]DOHĪQRĞFLRGIRUXPUyZQLHĪ]DEDUG]LHM ÄIDFKRZH´QLĪSU]HND]X]QDZDQ\]DUHNODPRZ\EąGĨNRPHUF\MQ\ 2 '3LWWD3URYLGLQJWKH7RROVWR%XLOG%UDQG6KDUHRI+HDUW*\GJHWFRPÄ-RXUQDORI3UR-GXFW %UDQG0DQDJHPHQW´9RO1RVZZZHPHUDOGLQVLJKWFRPKWP

'&UX]&K)LOO(YDOXDWLQJ9LUDO0DUNHWLQJ,VRODWLQJWKH.H\&ULWHULDÄ0DUNHWLQJ,Q-WHOOLJHQFH 3ODQQLQJ´ 9RO 1R V ZZZHPHUDOGLQVLJKWFRPKWP

(4)

-RDQQD.RVàDEĊGRZLF] %DGDQLDVXJHUXMąZ\VWĊSRZDQLHUyĪQLFSRPLĊG]\PDUNHWLQJLHPV]HSWDQ\P WUDG\F\MQ\PRIÀLQHLZLQWHUQHFLHRQOLQH:WUDG\F\MQHMIRUPLHGRFKRG]LGR EH]SRĞUHGQLHJRNRQWDNWXSRPLĊG]\GZRPDRVREDPLRGELRUFąLQDGDZFąLQIRU- PDFML:SU]\SDGNXIRUP\RQOLQHPRĪHZ\VWąSLüZLĊNV]DOLF]ED]DUyZQRRG-ELRUFyZMDNLQDGDZFyZQDZLą]DQDPLĊG]\QLPLZLĊĨMHVWVáDEV]DLZSHZQ\P VWRSQLXEH]RVRERZDG\VNXVMDWUZDL]D]Z\F]DMMHVWGRVWĊSQDGRZJOąGXGáXĪHM_. .RQVXPHQFLZLQQ\VSRVyERGELHUDMąRSLQLHLUDG\LQQ\FKXĪ\WNRZQLNyZZLQ-WHUQHFLHQDFRZSá\ZDüPRJąPLĊG]\LQQ\PL]DVLĊJZLUXVRZDQDWXUDSU]HND]X VDPDIRUPDSU]HND]XQDMF]ĊĞFLHMRSXEOLNRZDQ\WHNVWGRNWyUHJRPRĪQDZUyFLü F]\VLĊRGZRáDüZSU]HFLZLHĔVWZLHGRF]\VWRZHUEDOQHMIRUP\SU]HND]XWUDG\-F\MQHJRPRĪOLZRĞüGRVWĊSXGRLQIRUPDFMLZPRPHQFLHQDMEDUG]LHMGRJRGQ\P GODNRQVXPHQWDQDSU]\NáDGZF]DVLHZ\V]XNLZDQLDLQIRUPDFMLQDGDQ\WHPDW &]\QQLNLHPSRWHQFMDOQLHPRJąF\PZSá\ZDüQDJRUV]\RGELyUSU]HND]yZPDUNH-WLQJXV]HSWDQHJRMHVWMXĪZVSRPLQDQ\VáDEV]\LEH]RVRERZ\FKDUDNWHULQWHUDNFML 1LHPQLHMEDGDQLDZ\ND]XMąGXĪ\ZSá\ZPDUNHWLQJXV]HSWDQHJRRQOLQHQDGHF\-]MHSRGHMPRZDQHSU]H]NRQVXPHQWyZ_. :\NRU]\VWDQLHPDUNHWLQJXZLUXVRZHJR 7UHĞFLSURSDJRZDQHZUDPDFKPDUNHWLQJXZLUXVRZHJRWRQDSU]\NáDGUH-NODPDNWyUDEDUG]RV]\ENRUR]SU]HVWU]HQLDVLĊZVLHFL±Z]URVWMHMSRSXODUQRĞFL PRĪQD SU]\UyZQDü GR HIHNWX NXOL ĞQLHJRZHM_{%DUG]R F]ĊVWR WUHĞFLą ZLUXVRZą}

PRĪHVWDüVLĊUHNODPDNWyUDQLHE\áDSODQRZDQDZWHQVSRVyEDOHSRSU]H]]DVND-NXMąF\HOHPHQW]GRE\áDSRSXODUQRĞüLLQWHUQDXFLVDPL]DF]\QDMąMąVRELHSROHFDü NRSLRZDü]PLHQLDüSDURGLRZDüSU]H]FRGRFLHUDGRFRUD]ZLĊNV]HMJUXS\XĪ\W-NRZQLNyZ _{0.XOPDOD10HVLUDQWD37RXPLQHQ2UJDQLFDQG$PSOL¿HGH:20LQ&RQVXPHU)DVKLRQ} %ORJVÄ-RXUQDORI)DVKLRQ0DUNHWLQJDQG0DQDJHPHQW´9RO1RVZZZHPHUDO-GLQVLJKWFRPKWP _{.2¶5HLOO\60DU[+RZ<RXQJ7HFKQLFDO&RQVXPHUV$VVHVV2QOLQH:20&UHGLELOLW\} Ä4XDOLWDWLYH0DUNHW5HVHDUFK$Q,QWHUQDWLRQDO-RXUQDO´9RO1RVZZZHPHUDO-GLQVLJKWFRPKWP _{3U]\NáDG\NUHDW\ZQHJRZ\NRU]\VWDQLDUHNODPLQWHUQHWRZ\FKZSURZDG]RQ\FKNDPSDQLDFK} PDUNHWLQJRZ\FKRSLVDQRZ'5\DQ&-RQHV1DMOHSV]HNDPSDQLHPDUNHWLQJXF\IURZHJR2¿F\QD D:ROWHU.OXZHUEXVLQHVV:DUV]DZD'&UX]&K)LOO2FHQDVNXWHF]QRĞFLPDUNHWLQJXZLUX-VRZHJRÄ0DUNHWLQJL5\QHN´QUV± _{$3RGODVNL0DUNHWLQJVSRáHF]QRĞFLRZ\7DMQLNLVNXWHF]QHMSURPRFMLZ6RFLDO0HGLD+HOLRQ} *OLZLFHV

(5)

0DUNHWLQJZLUXVRZ\ZSU]HGVLĊELRUVWZDFKXVáXJRZ\FK

'R ]DOHW PDUNHWLQJX ZLUXVRZHJR QDOHĪ\ ]DOLF]\ü QLVNLH NRV]W\ V]\EV]H SU]HQRV]HQLHVLĊWUHĞFLUHNODPRZ\FKRUD]EUDNRJUDQLF]HĔF]DVRZ\FK1DMSRZDĪ- QLHMV]\PLZDGDPLMHVWEUDNPRĪOLZRĞFLSUHF\]\MQHJRGRVWRVRZDQLDWUHĞFLGRGR-FHORZHMJUXS\RGELRUFyZRUD]EUDNNRQWUROLQDGMHMUR]SU]HVWU]HQLDQLHP_{. Przy}

WZRU]HQLX WUHĞFL PDMąF\FK SRWHQFMDá GR ]RVWDQLD ZLUXVRZ\PL SRZLQQ\ ]RVWDü XZ]JOĊGQLRQHQDVWĊSXMąFHHOHPHQW\ D HPRFMH±LPEDUG]LHMSU]HND]ZLUXVRZ\EĊG]LHRGZRá\ZDüVLĊLRGG]LD-á\ZDüQDHPRFMHRGELRUFyZW\PSRWHQFMDOQLHEĊG]LHEDUG]LHMVNXWHF]Q\ E NRQFHSWNUHDW\ZQ\±PDWHULDáZLUXVRZ\SRZLQLHQ]DZLHUDüRU\JLQDOQH LFLHNDZHSRP\Vá\RUD]]DVNDNLZDüLSU]HáDP\ZDüVWHUHRW\S\±LPPQLHM EĊG]LHSU]\SRPLQDáWUDG\F\MQ\SU]HND]UHNODPRZ\W\PSRWHQFMDOQLHEĊ-G]LHEDUG]LHMVNXWHF]Q\

F EUDN Z\UDĨQHM UHNODP\ ± ]E\W QDU]XFDMąFH VLĊ WUHĞFL UHNODPRZH PRJą ]PQLHMV]\üVNXWHF]QRĞüQDZHWQDMOHSLHMSU]\JRWRZDQ\FKWUHĞFLZLUXVR-Z\FK G RGFLQNRZRĞü±MHĪHOLPDWHULDáZLUXVRZ\RGQLHVLHVXNFHVQDGDZFDSRZL- QLHQE\üJRWRZ\NRQW\QXRZDüSU]HND]XGRVWĊSQLDMąFNROHMQHNRPXQL- NDW\ZLUXVRZHFKURQRORJLF]QLHOXENRQFHSF\MQLHSRZLą]DQH]RU\JLQDO-Q\PPDWHULDáHP H JDEDU\WRZRĞü±QLHQDOHĪ\SU]HVDG]Dü]UR]PLDUHPWUHĞFLZLUXVRZHMLP PQLHMV]\UR]PLDUZLDGRPRĞFLW\PáDWZLHMV]HMHMSU]HND]\ZDQLHLUR]SR-ZV]HFKQLDQLHSRPLĊG]\XĪ\WNRZQLNDPLLQWHUQHWX I VSRáHF]QRĞü±QDOHĪ\SUyERZDüLQLFMRZDüG\VNXVMHQDWHPDWZ\HPLWR-ZDQHJRPDWHULDáXZLUXVRZHJRXZ]JOĊGQLDMąF]DUyZQRSR]\W\ZQHMDN LQHJDW\ZQHRSLQLHQDMHJRWHPDW J SR]RVWDZLHQLHVZRERG\RGELRUFRP±XZ]JOĊGQLHQLHPRĪOLZRĞFLSU]HUD-ELDQLDRU\JLQDOQHMWUHĞFLZLUXVRZHMSU]H]LQWHUQDXWyZLSRJRG]HQLHVLĊLĪ PRĪHRQDF]DVHPQHJDW\ZQLHRGG]LDá\ZDüQDGDQąPDUNĊOXESURGXNW $NWXDOQLHFRUD]SRZV]HFKQLHMV]HMHVWZ\NRU]\VW\ZDQLHPHGLyZVSRáHF]QR-ĞFLRZ\FKMDNRQRVLFLHODXPRĪOLZLDMąFHJRUR]SU]HVWU]HQLDQLHWUHĞFLZLUXVRZ\FK 0HGLDVSRáHF]QRĞFLRZHWDNLHMDN)DFHERRN0\6SDFHOXE<RX7XEH]U]HV]DMą _{$/HĞQLHZVND5HNODPDLQWHUQHWRZD+HOLRQ*OLZLFHV} (0DUNHWLQJZDNFMLF]\OLMDNVNXWHF]QLHZ]EXG]LüSRĪąGDQLHNOLHQWyZL]D]GURĞüNRQNXUHQ-FMLUHG.3DQNLHZLF]+HOLRQ*OLZLFHV±%.RQRSND).RSLM:)ROW\ĔVNL&]\ PRĪQDVWZRU]\üVNXWHF]Q\YLUDO"Ä%ULHI´QUV±-DNRVZRLüSDVRĪ\WDÄ0HGLD 0DUNHWLQJ3ROVND´QUV±

(6)

-RDQQD.RVàDEĊGRZLF]

XĪ\WNRZQLNyZ VNRU\FK GR G]LHOHQLD VLĊ ]GMĊFLDPL ¿OPDPL L LQQ\PL WUHĞFLDPL ]NDĪG\PNWRRGZLHG]DGDQąVSRáHF]QRĞü2SLQLH]DPLHV]F]DQHZPHGLDFKVSR-áHF]QRĞFLRZ\FKPDMą]QDF]HQLH]QDVWĊSXMąF\FKSRZRGyZ10 D SRWHQFMDOQLHGXĪHJR]DVLĊJX±SUDNW\F]QLHNDĪG\XĪ\WNRZQLN]QDMGXMH VLĊZFHQWUXPVLHFLVSRáHF]QRĞFLRZHMVNáDGDMąFHMVLĊ]MHJR]QDMRP\FK ]NWyU\PLZ\PLHQLDRSLQLH E F]ĊVWRVSRW\NDQHJR]MDZLVNDKRPRJHQLF]QRĞFLGDQHMVLHFL±]D]Z\F]DM XĪ\WNRZQLF\GDQHMVSRáHF]QRĞFLPDMąSRGREQH]DLQWHUHVRZDQLDLSRJOą-G\ F ]DFKRZDQLDXĪ\WNRZQLNyZF]ĊVWRPDMąFKDUDNWHUSRGNUHĞODMąF\SU]\QD-OHĪQRĞüGRGDQHMJUXS\LGHQW\¿NDFMĊ]GDQ\PVW\OHPĪ\FLDPDUNąFR Z\ZRáXMHZLĊNV]H]DLQWHUHVRZDQLHGDQ\PWHPDWHPL]ZLĊNV]D]DDQJD-ĪRZDQLHXĪ\WNRZQLNyZVLHFL 3RáąF]HQLH]DVLĊJXL]DDQJDĪRZDQLD]ZLĊNV]DSRWHQFMDOQąZDUWRĞüWHJRVSR-VREXNRPXQLNRZDQLDSU]HND]XSURPRF\MQHJRLUHNODPRZHJRGODSU]HGVLĊELRUVWZ 1DMZLĊNV]\PZ\]ZDQLHPSR]RVWDMHSRGWU]\P\ZDQLH]DDQJDĪRZDQLDLVZRLVWHJR ÄV]XPX´ZRNyáSURSDJRZDQ\FKWUHĞFL1DOHĪ\SDPLĊWDüDE\WUHĞFLSU]\JRWRZ\-ZDQH]P\ĞOąRZ\NRU]\VWDQLXZPDUNHWLQJXZLUXVRZ\PE\á\DWUDNF\MQHLFR ZDĪQLHMV]H±áDWZHGRUR]SU]HVWU]HQLDQLDLPáDWZLHMV]\EĊG]LHLFKGDOV]HUR]V\-áDQLHW\PZLĊFHMRVyEVLĊQDWR]GHF\GXMH 6SRU\PSUREOHPHPSR]RVWDMHSRPLDUHIHNW\ZQRĞFLLVNXWHF]QRĞFLPDUNH-tingu wirusowego. Pewne aspekty planowania kampanii marke6SRU\PSUREOHPHPSR]RVWDMHSRPLDUHIHNW\ZQRĞFLLVNXWHF]QRĞFLPDUNH-tingu wirusowego QLHEXG]ąZąWSOLZRĞFLFRGRLQQ\FKGDOHMEUDNXMH]JRG\ZĞURGRZLVNX]DUyZQR QDXNRZ\PMDNLSUDNW\NyZQDSU]\NáDGF]\ZDĪQLHMV]\MHVWRVLąJQLĊW\]DVLĊJ SU]HND]XF]\WUD¿HQLHGRJUXS\GRFHORZHMOXEF]\EUDNNRQWUROLQDSHZQRPRĪH E\üX]QDQ\]DZDGĊPDUNHWLQJXZLUXVRZHJR110RGHOSU]\JRWRZDQLDNDPSDQLL PDUNHWLQJXZLUXVRZHJRSR]ZDODMąF\QDRFHQĊVNXWHF]QRĞFLSU]HSURZDG]RQ\FK G]LDáDĔSU]HGVWDZLRQRQDU\VXQNX=DSUH]HQWRZDQ\PRGHOXZ]JOĊGQLDQDVWĊSX-MąFHHWDS\SODQRZDQLDXVWDOHQLHFHOyZSU]\JRWRZ\ZDQHMNDPSDQLLRGSRZLHGQL GREyUNRPSRQHQWyZPDMąF\FKVáXĪ\üUHDOL]DFML]DáRĪRQ\FKFHOyZJUXS\GRFH- ORZHMWUHĞFLSU]HND]XPHGLXPLZ\NRU]\VWDQ\FKQDU]ĊG]LUR]SRF]ĊFLHNDPSD-QLLRFHQĊMHMVNXWNyZZSRUyZQDQLX]]DáRĪRQ\PLFHODPLRUD]SRGMĊFLHGHF\]ML RHZHQWXDOQ\FKGDOV]\FKORVDFKNDPSDQLLF]\QDOHĪ\Mą]DNRĔF]\üXWU]\PDü F]\SRVWDUDüVLĊRSRQRZQHZ]EXG]HQLHQDSU]\NáDGHPLWXMąFNROHMQąRGVáRQĊ SU]HND]DQHMWUHĞFL 10 '3LWWDRSFLWV 11 '&UX]&K)LOO(YDOXDWLQJ9LUDO0DUNHWLQJ«V

(7)

0DUNHWLQJZLUXVRZ\ZSU]HGVLĊELRUVWZDFKXVáXJRZ\FK

'(&<=-(:635$:,((/(0(17Ï:.$03$1,,

*3U]H]FHOHNRJQLW\ZQHUR]XPLHüQDOHĪ\]DVLĊJZ]URVWĞZLDGRPRĞFLLUR]SR]QDZDOQRĞFLSU]H]FHOHEHKDZLRUDOQH±OLF]EĊZHMĞüOXEĞFLąJQLĊüWUHĞFL

LSR]LRPQDNWyU\PWUHĞFLVąSU]HND]\ZDQHOXEWUDQVIHURZDQHSU]H]FHOH¿QDQVRZH±]ZURW]LQZHVW\FMLLZ]URVWZDUWRĞFLPDUNLZ\QLNDMąF\]NDPSDQLL

5\VXQHN0odel zaplanowania i oceny kampanii marketingu wirusowego

ħUyGáR WáXPDF]HQLH QD SRGVWDZLH ' &UX] &K )LOO (YDOXDWLQJ 9LUDO 0DUNHWLQJ ,VRODWLQJ WKH .H\ &ULWHULD Ä0DUNHWLQJ ,QWHOOLJHQFH 3ODQQLQJ´9RO1RVZZZHPHUDOGLQVLJKWFRPKWP

Docelowi

odbiorcy Przekaz Medium 1DU]ĊG]LD

6WURQ\ĨUyGáRZH 2JyáLQWHUQDXWyZ Grupa niszowa Otwarcie reklamowy Ukryta reklama Niekomercyjny E-mail 7HOHIRQNRPyUNRZ\ 6WURQ\ĨUyGáRZH Blogi Portale VSRáHF]QRĞFLRZH Advergaming =GMĊFLD Tekst Film wideo *Kognitywne Behawioralne Finansowe ħUyGáR (osoby, pU]HGVLĊELRUVWZR) Cele nowej kampanii 3RUyZQDQLH uzyskanycKHIHNWyZ] ]DáRĪHQLDPLNDPSDQLL *Kognitywne Behawioralne Finansowe 5R]SRF]ĊFLH kampanii 3RU]XFLü 8WU]\PDü 3RQRZLü * * z

(8)

-RDQQD.RVàDEĊGRZLF] 3U]\NáDGRZHNDPSDQLHPDUNHWLQJXZLUXVRZHJR 3U]\NáDGHPGREU]HSU]HSURZDG]RQHMNDPSDQLLPDUNHWLQJXZLUXVRZHJRMHVW MHGQD]QDMVWDUV]\FKLQLFMDW\Z±SRGMĊWDZURNXSU]H]%XUJHU.LQJDNDP- SDQLDÄ6XEVHUYLHQW&KLFNHQ´0LDáDRQDQDFHOX]DFKĊFHQLHGRRGZLHG]HQLDUH-VWDXUDFML%XUJHU.LQJLZ\SUyERZDQLDQRZHJRSURGXNWXNDQDSNL]NXUF]DNLHP *UXSąGRFHORZąE\á\RVRE\ZZLHNXSRPLĊG]\DURNLHPĪ\FLDNWyUHQLH RJOąGDMąWHOHZL]ML]DWRGXĪRF]DVXVSĊG]DMąQDSU]HJOąGDQLXVWURQLQWHUQHWRZ\FK EUDN PRĪOLZRĞFL GRWDUFLD ] WUDG\F\MQ\PL UHNODPDPL WHOHZL]\MQ\PL 3U]HND] ]DZLHUDáXNU\WHWUHĞFLUHNODPRZHLZ\NRU]\VW\ZDáVWURQĊĨUyGáRZąVXEVHUYLHQW- FKLFNHQFRPQDNWyUHMRVREDSU]HEUDQD]DNXUF]DNDZ\NRQ\ZDáDSROHFHQLHZ\- GDZDQHQDVWURQLHSU]H]LQWHUQDXWyZ7\ONRZSLHUZV]\PW\JRGQLXNDPSDQLLVWUR-QĊRGZLHG]LáRPLORQyZXĪ\WNRZQLNyZ12_.

,QQ\P SU]\NáDGHP XGDQHM NDPSDQLL PDUNHWLQJX ZLUXVRZHJR MHVW DNFMD Ä./06XUSULVH´SU]HSURZDG]RQDZURNXSU]H]./05R\DO'XWFK$LUOL-QHV-HMFHOHPPLDáRE\ü]ZLĊNV]HQLHĞZLDGRPRĞFLPDUNLOLQLLORWQLF]\FK*UXSą GRFHORZąE\OLSRWHQFMDOQLSDVDĪHURZLH./0:NDPSDQLLZ\NRU]\VWDQRSU]HND] QLHNRPHUF\MQ\MDNRPHGLXP]DĞVWURQ\VHUZLVyZVSRáHF]QRĞFLRZ\FK<RX7XEH L7ZLWWHU]DSRPRFąNWyU\FKXGRVWĊSQLRQRNUyWNLHNOLS\ZLGHR]]DVNRF]RQ\PL SDVDĪHUDPLZ\NRU]\VWDQHQDU]ĊG]LH3RP\VáVDPZVRELHE\áSURVW\±Z\NRU]\-VWXMąFLQIRUPDFMH]SXEOLF]Q\FKSUR¿OLSDVDĪHUyZZPHGLDFKVSRáHF]QRĞFLRZ\FK OLQLHORWQLF]HSU]\JRWRZDá\GUREQHXSRPLQNLSU]\GDWQHZSRGUyĪ\OXEZPLHMVFX GRFHORZ\PQDSU]\NáDGGODRVRE\Z\ELHUDMąFHMVLĊZWUDVĊWUHNNLQJRZą]HJDUHN PLHU]ąF\F]DVLSU]HE\W\G\VWDQVGODSUDFRZQLNDEXGRZODQHJR±VSHF\¿NQDRER-ODáHPLĊĞQLH±ZVXPLH]RVWDáRREGDURZDQ\FKRNRáRRVyENWyUHSDVDĪHURZLH GRVWDOLQDORWQLVNXSRGF]DVRGSUDZ\ELOHWRZHM&DáDDNFMDLUHDNFMHSDVDĪHUyZ E\á\QDJU\ZDQHLUHODFMRQRZDQHQD7ZLWWHU]H5H]XOWDW\NDPSDQLL]DVNRF]\á\¿U-PĊ±G\VNXVMDLNRPHQWDU]HQDWHPDWQLHVSRG]LDQNLGODSDVDĪHUyZSU]HNURF]\á\ ]DNáDGDQHRF]HNLZDQLDRVLąJQĊá\SRQDGPLOLRQREVHUZXMąF\FKNRQWRWZLWWHURZH ./0ZPLHVLąFXSU]HSURZDG]HQLDNDPSDQLL_. 'RPQLHMXGDQ\FKDOHUyZQLHF]ĊVWRRSLV\ZDQ\FKNDPSDQLLPDUNHWLQJXZL-UXVRZHJRQDOHĪ\LQQDDNFMD%XUJHU.LQJD±Ä:KRSSHU6DFUL¿FH´0LDáDRQDQD 12 3$OWRI7KH7RS9LUDO0DUNHWLQJ&DPSDLJQVRI$OO7LPHKWWSZZZEUDQGHGFRPEORJV WKHWRSYLUDOPDUNHWLQJFDPSDLJQVRIDOOWLPH _{$3HYHWR./06XUSULVH+RZD/LWWOH5HVHDUFK(DUQHG,PSUHVVLRQVRQ7ZLWWHU} KWWSZZZGLJHWWFRPNOPVXUSULVHKRZOLWWOHUHVHDUFKHDUQHGLPSUHVVLRQV-WZLWWHU

(9)

0DUNHWLQJZLUXVRZ\ZSU]HGVLĊELRUVWZDFKXVáXJRZ\FK FHOX]DFKĊFHQLHGRRGZLHG]DQLDUHVWDXUDFMLSRSU]H]PRĪOLZRĞüX]\VNDQLDGDUPR-ZHMNDQDSNLZKRSSHU*UXSąGRFHORZąE\OLXĪ\WNRZQLF\)DFHERRNDNWyU]\]D SRPRFąVSHFMDOQHMDSOLNDFMLPRJOLÄSRĞZLĊFLü´XVXQąü]H]QDMRP\FKG]LHVLĊü RVyEZ]DPLDQ]DGDUPRZąNDQDSNĊ7UHĞüE\áDRWZDUFLHUHNODPRZDZ\EUDQ\P PHGLXP±SRUWDOVSRáHF]QRĞFLRZ\)DFHERRNDQDU]ĊG]LHPDSOLNDFMDLQWHUQH-WRZD.DPSDQLDZ]DáRĪHQLDFKPLDáDZ\NRU]\VW\ZDüZGRĞüNRQWURZHUV\MQ\ VSRVyESRSXODUQ\QD)%WUHQGNRU]\VWDQLD]SU]\VáXJLSUH]HQWyZRG]QDMRP\FK .DPSDQLDZ\ZRáDáDVSRURNRQWURZHUVMLL]RVWDáDV]\ENR]DNRĔF]RQD_. 3RGVXPRZDQLH :DUW\NXOHSU]HGVWDZLRQRVSHF\¿F]Q\URG]DMPDUNHWLQJXV]HSWDQHJRRQOLQH ±PDUNHWLQJZLUXVRZ\±RUD]VSRVRE\MHJRZ\NRU]\VWDQLD:SLHUZV]HMF]ĊĞFL DUW\NXáXRSLVDQRUyĪQLFHPLĊG]\PDUNHWLQJLHPV]HSWDQ\PRIÀLQHLRQOLQHRUD] VFKDUDNWHU\]RZDQR PDUNHWLQJ ZLUXVRZ\ MDNR VSHF\¿F]Qą IRUPĊ PDUNHWLQJX V]HSWDQHJRRQOLQH1DVWĊSQLHSU]HGVWDZLRQR]HVWDZGREU\FKSUDNW\N]DOHFDQ\FK SRGF]DVSU]\JRWRZDQLDWUHĞFLZ\NRU]\VW\ZDQ\FKZNDPSDQLDFKPDUNHWLQJXZL- UXVRZHJRWDNLFKMDNNUHDW\ZQRĞüQDFHFKRZDQLHHPRFMRQDOQHLLQQH1D]DNRĔ- F]HQLHRSUDFRZDQLDRPyZLRQRL]DSUH]HQWRZDQRPRGHOSR]ZDODMąF\QD]DSODQR-ZDQLHHIHNW\ZQHMNDPSDQLLPDUNHWLQJXZLUXVRZHJRRUD]RSLVDQRGZDSU]\NáDG\ XGDQ\FKNDPSDQLLSURZDG]RQ\FKSU]H]SU]HGVLĊELRUVWZDXVáXJRZHLMHGHQSU]\-NáDGQHJDW\ZQ\3RGVXPRZXMąFPRĪQDVWZLHUG]LüĪHPDUNHWLQJZLUXVRZ\MHVW LQWHUHVXMąF\PQDU]ĊG]LHP]SXQNWXZLG]HQLDSU]HGVLĊELRUVWZXVáXJRZ\FKZ\-NRU]\VW\ZDQ\PMXĪRGFRQDMPQLHMGHNDG\SRQLHZDĪXGDQDNDPSDQLDSRWUD¿ ]DDQJDĪRZDüL]DLQWHUHVRZDüQDGDZFąGXĪHU]HV]HLQWHUQDXWyZ %LEOLRJUD¿D $OWRI37KH7RS9LUDO0DUNHWLQJ&DPSDLJQVRI$OO7LPHKWWSZZZEUDQGHGFRP EORJVWKHWRSYLUDOPDUNHWLQJFDPSDLJQVRIDOOWLPH &UX]')LOO&K(YDOXDWLQJ9LUDO0DUNHWLQJ,VRODWLQJWKH.H\&ULWHULDÄ0DUNHWLQJ ,QWHOOLJHQFH 3ODQQLQJ´9RO1RZZZHPHUDOGLQVLJKWFRP KWP

&UX] ' )LOO &K 2FHQD VNXWHF]QRĞFL PDUNHWLQJX ZLUXVRZHJR Ä0DUNHWLQJ L 5\QHN´ QU

(10)

-RDQQD.RVàDEĊGRZLF] (0DUNHWLQJZDNFMLF]\OLMDNVNXWHF]QLHZ]EXG]LüSRĪąGDQLHNOLHQWyZL]D]GURĞüNRQNX-UHQFMLUHG.3DQNLHZLF]+HOLRQ*OLZLFH -DNRVZRLüSDVRĪ\WDÄ0HGLD 0DUNHWLQJ3ROVND´QU .RQRSND%.RSLM))ROW\ĔVNL:&]\PRĪQDVWZRU]\üVNXWHF]Q\YLUDO"Ä%ULHI´ QU

.XOPDOD 0 0HVLUDQWD 17RXPLQHQ 3 2UJDQLF DQG$PSOL¿HG H:20 LQ &RQVXPHU )DVKLRQ%ORJVÄ-RXUQDORI)DVKLRQ0DUNHWLQJDQG0DQDJHPHQW´9RO 1RZZZHPHUDOGLQVLJKWFRPKWP

/HĞQLHZVND$5HNODPDLQWHUQHWRZD+HOLRQ*OLZLFH

2¶%ULHQ & %XUJHU .LQJ /HWV 3HRSOH 6DFUL¿FH )ULHQGVKLSV IRU :KRSSHUV KWWSWKH-IXWXUHRIDGVFRPEXUJHUNLQJOHWVSHRSOHVDFULILFHIULHQGVKLSVIRUZKRSSHUV 2¶5HLOO\.0DU[6+RZ<RXQJ7HFKQLFDO&RQVXPHUV$VVHVV2QOLQH:20&UHGLELOLW\ Ä4XDOLWDWLYH0DUNHW5HVHDUFK$Q,QWHUQDWLRQDO-RXUQDO´9RO1R ZZZHPHUDOGLQVLJKWFRPKWP 3HYHWR$./06XUSULVH+RZD/LWWOH5HVHDUFK(DUQHG,PSUHVVLRQVRQ7ZLW-WHU KWWSZZZGLJHWWFRPNOPVXUSULVHKRZOLWWOHUHVHDUFKHDUQHG LPSUHVVLRQVWZLWWHU 3LWWD'3URYLGLQJWKH7RROVWR%XLOG%UDQG6KDUHRI+HDUW*\GJHWFRPÄ-RXUQDORI 3URGXFW %UDQG 0DQDJHPHQW´ 9RO 1R ZZZHPHUDOGLQVLJKW FRPKWP 3RGODVNL$0DUNHWLQJVSRáHF]QRĞFLRZ\7DMQLNLVNXWHF]QHMSURPRFMLZ6RFLDO0HGLD+H-OLRQ*OLZLFH 5\DQ'-RQHV&1DMOHSV]HNDPSDQLHPDUNHWLQJXF\IURZHJR2¿F\QDD:ROWHU.OXZHU EXVLQHVV:DUV]DZD ĩDED56SHF\¿NDPDUNHWLQJXXVáXJ=HV]\W\1DXNRZH0:6(Z7DUQRZLH0DUNHWLQJ QUKWWS]QPZVHHGXSOHERRNLSGI

(11)

0DUNHWLQJZLUXVRZ\ZSU]HGVLĊELRUVWZDFKXVáXJRZ\FK 9,5$/0$5.(7,1*,16(59,&(60$5.(7 6XPPDU\ 7KHJRDORIWKLVSDSHULVWRGHVFULEHKRZVHUYLFHSURYLGLQJHQWHUSULVHVFRXOGPDNH XVHRIYLUDOPDUNHWLQJEDVHGRQVHOHFWH[DPSOHVRISDVWYLUDOPDUNHWLQJFDPSDLJQV7KH SDSHUXVHVGHVFULSWLYHPHWKRGDQGVRXUFHDQDO\VLVWRSUHVHQWDVSHFL¿FW\SHRIZRUGRI PRXWKRQOLQH±YLUDOPDUNHWLQJ±DQGLWVDSSOLFDWLRQV$PRGHORIGHVLJQLQJDQHI¿FLHQW YLUDOPDUNHWLQJFDPSDLJQLVSUHVHQWHGDVZHOODORQJZLWKWZRSRVLWLYHDSSOLFDWLRQVLQ DGYHUWLVLQJVHUYLFHVDQGRQHQHJDWLYHRQH9LUDOPDUNHWLQJLVDQLQWHUHVWLQJWRROIRUHQ-WHUSULVHV±DQGXVHGIRUDWOHDVWDGHFDGHQRZ±HVSHFLDOO\WKDWDVXFFHVVIXOFDPSDLJQFDQ LQYROYHDQGFDXVHLQWHUHVWRIODUJHJURXSVRI,QWHUQHWXVHUV .H\ZRUGVYLUDOPDUNHWLQJ,QWHUQHWDGYHUWLVHPHQW 7UDQVODWHGE\-RDQQD.RVàDEĊGRZLF]

(12)