Viral Marketing
Looking For a Shot In the Arm?
It sounds nefarious. Maybe even a little illegal but viral marketing has been around for centuries. It just looks and sounds different on the world wide web. And if you aren’t using it, give it some thought. With a viral marketing campaign, you just might like what you come down with.
First, What Is Viral Marketing?
It goes by many names and is defined differently by different users. In its simplest form, viral marketing is any marketing, promotion or advertising that builds on itself, i.e. propagates. Further, viral marketing utilizes the resources of others to spread the message, meaning it doesn’t cost a lot of money, if any at all.
Web experts narrow the definition to the W3 and describe it as an online [only] promotional device that persuades other web users to “pass it on,” and the next thing you know you’ve got the next big thing,
Perfect example. YouTube.com. Anyone with a cell cam and the smarts to upload a video can change the world in 24 hours. We’ve seen law enforcement use alleged excessive force, dogs on skateboards and politicians who can’t remove a foot from their mouth. (Makaka? What was that guy thinking??!!)
In the pre-web days (some of you may remember) it was called ‘word of mouth’ (WOM) advertising. Anybody remember Pop Rocks? Put a handful in your mouth and they popped in thousands of little CO2 explosions. One kid tried them, told her friend who told his friends and on and on. Other examples of viral marketing in the real world? ‘Tickle Me Elmo,’ ‘Beanie Babies’ and ‘Cabbage Patch dolls.’
Politicians (especially now) have caught on to the power of viral campaigns. Hillary Clinton had a “Choose Our Campaign Song” competition on her campaign web site that drew a lot of hits. Other politicians have discovered that online adverts are low cost and potent – especially when done with some originality. Every candidate has a web site now and it’s a popular way to raise campaign funds with “the kids” today.
Viral marketing doesn’t stick around long. Its vaporous, here today gone today. But while it’s making the rounds, spreading from computer to computer and media to media, it packs a potent punch – one that draws attention. Global attention.
Second, How Do I Launch a Viral Campaign?
Viral campaigns are cheap. Word of mouth (WOM) advertising is free and extremely effective – if you do it right. So to get your viral campaign spreading like the flu, here are some dos and don’ts.
Because viral marketing is WOM marketing that means you have to go where the people are. Otherwise, how are you going to get word of mouth if you don’t have any mouths? And where do you find people on the web? Lots of places.
Blogs are a good place to start. Post on a few blogs or forums with a back link to your site, but here’s one taboo: Don’t post something that looks like a straight up ad. It’s just so…so juvenile.
Go to “You Tube” and check out some of the comments viewers have left. “Hey, if you think that guy could surf, stop by Bob’s Surf Shack on Rte 118 for the best in surf board buys.” Talk about desperation. Viral marketing, despite its name and the way it can spread globally in just hours (minutes) has to have “something” to say or show to the world. If it looks like an ad, not many people will be stopping by your surf shack because you sound (and look) like a rookie.
Build Your Own Website
Rosie O’Donnell keeps her face (and opinions) in the news through here own blog and each day, people line up to hear what Ro’ has to say. Today, rosie.com ranked 23,036 in the U.S. and 93,576 and in web land that’s better than excellent.
Of course, Rosie had an audience before launching her site. That helps. But, it also helps to have something to say – something different, something controversial. Oh yeah, controversy sells.
Social Sites
They aren’t just for ‘tweens and teens any more. Lots of adults, companies and even products have their own place on My Space or FaceBook. And these places are notorious for WOM marketing. Rumors spread and, sometimes, they’re even true! If you’re looking for name or face recognition, social sites will provide web space free – and you can say (almost) anything you want to say, even if it measures an 11 on the 1-10 Crazy Scale! In fact, crazy sells, too!
Cross-Channel Advertising
The more ways to reach a reader or listener the more successful your viral ad campaign will be. So, for example, if you run 30 second spots on the local cable channels, consider adding a competition that requires TV viewers to log on to your site, fill out a form and win a brand new refrigerator or whatever. (A trip to
If you run a weekly ad in the Hometown Bee, include your URL and a reason to visit: “Visit us at anysitehere.com, print out the coupon and we’ll take 20% off your next purchase.” You’ve just employed two different media (multi-channel) to spread your message. And friends in the area will tell other friends.
How Do I Create a Viral Ad?
It’s not easy. In fact, it’s darned hard and big companies (Subaru, Coke, etc.) spend millions to create viral ad campaigns. But, now that viral marketing has been around for a few years, the researchers have had a chance to put it under the microscope and come up with several “must have” components to launch a successful viral campaign:
Authenticity is critical. Bob’s Surf Shack (see above) lacks authenticity. It’s just an ad so it won’t catch on as the next big “thing.”
Originality is another must have. Look, today’s key demographics have seen it, done it, lived it. What’s hot today is stone cold tomorrow. So, if you’ve seen it before so have a few other billion people and you’re just not going to hit the ‘buzz’ wave. Creativity – real creativity – is the essence of a good viral campaign. And if you don’t have a lot of creativity, don’t worry, others do – for a fee.
Identifiably helps. If the viewer or reader of your blog can identify with what you’re saying, you’ve got a convert – and someone who will spread the word to others, which is the whole purpose of viral marketing to begin with.
Finally, your viral ad, like all ads, requires a call to action. The call to action tells the reader or viewer what s/he is expected to do next – whether it’s run out to find the Coke can with the red tab or visit your tiny web site for a discount and some free stuff the reader will want and use.
A Couple of Don’ts
Real quick. Some mistakes and don’ts:
The campaign doesn’t fit the product, service or message. The best example is the dancing baby that appeared on the TV show “Ally McBeal.” Because the creator never copyrighted the dancing, diapered cutie, it was picked up by thousands of site owners. For a month or two, it was a hot topic. Now, you can pick up the animated gif on every clip art site on line.
Viral campaigns move quickly (thus the name) so if it isn’t working after a week or two try a different approach.
The campaign lacks relevance to the target market. Mountain Dew, the caffeine king of soft drinks was way ahead of the power drink curve when it introduced MDX – with even more caffeine. Unfortunately, the advertising agency was unable to reach the target demographic the way Rock Star and other energy drinks do (Rock Star sponsors the Girls Gone Wild NASCAR entry). Instant relevance. Good-bye MDX.
Don’t pay. There are a ton of free outlets on the web from the gargantuan, eyes-of-the-world “You Tube” to a little blog on how to tie flies or whip up the perfect soufflé. There’s no need to pay. The web chews up content like a wood chipper, so give the web what it wants – free content in exchange for the free use of someone else’s outlet to the world.
Don’t forget the human who will be reading or seeing your campaign. The same rules apply today that applied 1000 years ago. Appeal to the emotions of the viewer and better yet, make that viewer feel as though s/he’s the one who’s ahead of the pack by “passing it on” to a friend. It could be the latest joke making the web rounds, your funny take-off on a news event or a great new product. Remember, people must be touched to be moved to action. Politicians take note.
Don’t set high expectations or goals. Viral marketing is a gimmick – a successful one in some cases, but certainly not in all. Set the bar low and you won’t be disappointed. Besides, you’re using free resources to get your marketing message out so you really can’t get hurt too badly.
Finally, don’t bet next month’s rent on a viral campaign. Most flop (Xbox 360, e.g.), and the ones that do succeed don’t make a lasting impression (except that Makaka guy who’s now out of office).
Viral marketing works but it takes ingenuity – a new view and a belief on the part of the viewer that s/he is a part of this “movement.” The need to belong to something bigger than the self has been a tried and true marketing strategy forever so make the viewer a part of the family and kindly ask them to…
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