Awareness of SAP

SAP used online marketing research to derive a list of e-fluentials among its audience who could spread the word about its products online and offline. The creative email was read thoroughly by most (71%) SAP e-fluentials who clicked on and downloaded information

Checklist for measuring the success of viral marketing campaigns

1 The audience's familiarity with the brand, product and company

• Do they know about the company?

• How often have they heard the brand name in the past year?

• Have they used the product?

2 The audience's level of involvement with the brand, product and company

• Do they use the product regularly?

• Do they hear or talk about the company regularly?

• How many times have they received calls, mailings, or emails from the company in the past year?

3 Current nature of attitudes towards the brand, product and company

• Have they heard positive or negative comments about the brand?

• Do they say or write positive or negative comments about the brand online and/or offline?

• What is their overall impression of the brand, product and company?

4 The issue's urgency and relevance for the audience

• Does the message require immediate attention and follow-up?

• Is the information related to the audience's work or demographic background?

5 The perceived benefits for the audience

• Does the promotion help audience members improve their work performance? Will they see the improvement in the short term or long term?

• Does the information have an impact on their personal lives? Will they note the impact in the short term or long term?

6 The creative appeal of the content (i.e. design and writing style)

• Does the email message have a catchy subject line?

• Is the written copy clear?

• Does the design draw the reader's attention to the key messages?

7 Content accessibility

• Is it easy to read and navigate through the main message areas?

• Are there additional links or pop-ups?

• Do readers have to scroll below the main message area to get additional information?

8 Cross-cultural communication

• Is there a uniform interpretation of key messages across social, cultural and work-field boundaries?

Figure 7.4 Checklist for measuring the success of viral marketing campaigns about SAP solutions. The campaign generated awareness of SAP's new product offerings and planted the seeds for expert discussions on SAP solutions among the e-fluentials and their peers.

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