Vira marketing/guerrilla marketing

Contact person 
Viviane Chilton
Institution 
UJF
E-mail 
viviane.chilton@floralis.fr
Country 
France
Do you want to share an instrument/policy or a knowledge Transfer practice? 
Knowledge Transfer Practice
What are the following keywords/priorities which better fit the instrument/policy?  
No information provided
Identify the Knowledge Transfer area to which the practice belong 
Technology licensing
Indicate the country from which the practice is 
France
What is the title/name of the instrument/policy? 
No information provided
What is the title/name of the practice? 
Vira marketing/guerrilla marketing
Indicate the target group/beneficiaries of the practice 
All companies
What is the aim/objective? 
"Create a buzz" and promote innovations using web 2.0 technology platforms.
Give an overview of the practice 
Floralis (UJF Tech transfer company) has used viral marketing techniques extensively over the last few years in order to promote its work and also improve the SEO (search engine optimization) of its sites. The principle of the technique is simple and consists of identifying the much targeted scientific groups or "hubs" that exist on video/linked in or other professional online networks and targeting them directly via "discussion boards" in order to promote debate and advertise our own technology offerings. With over 135 million contacts on linked-in, the sheer size of this network has made it an attractive platform for promoting both early and late-stage technology. The technique is not an appropriate means of generating sales leads to our mind, but is a very effective means of kick-starting the promotion of innovations. Such campaigns will then be followed by integrated press relations, direct marketing and sometimes advertising (Google ad words usually) campaigns, enabling a campaign to gather momentum. The technique is easy to implement and is free, making it a very useful tool for marketing departments that have minimal budgetary resources. Additional "guerilla marketing" techniques are used, promoting links to pages on our technology portal (adding links to email signatures), or adding web references (web linking) on Wikipedia or other relevant sites.
What is the date of creation of this practice? 
Wednesday, July 3, 2013
Is the practice still active? 
Active
What is the approximate budget needed for implementing this practice? 
0.00€
What kind of resources is needed for implementing the practice? 
Half an hour to 5 hours, depending on complexity of project and translation needs.
Is this practice linked to an instrument/policy? 
No