Going Viral in a Social Media Environment
posted by Jeanannv on March 27th, 2009We talk about an ad campaign or video “going viral” as if it is the same phenomenon on every site. And while it is true that all viral advertising has a couple of things in common, platforms greatly affect how and why site users pick up and promote a message.
I often wonder about the value of viral messaging…does it lead to one hit traffic or can people actually use it to build 
business? Really, it is this question that lead me to reconsider the definition of “viral” in social media spaces. Let’s start with a couple of definitions:
- Standard Viral Messaging: Think Diet Coke and Mentos…this is often a video that sweeps YouTube, et al, and hits the big time, often ending up in print and tv news. Unfortunately, once the phenomenon has passed, their is little follow up traffic.
- Social Viral Messaging: Smaller doses of viral response that comes in the form of “retweeting”, bulletins and commentary. Though the traffic volume is smaller, the conversion rate is likely to be higher.
The difficulty with a huge first time response is that it is incredibly hard to create a strong second repeat performance. Really, I can only think of one group who has been successful, JibJab. Their spots are clever and current and their site has interactive components that encourage readers to return.
But while the likelihood of that type of viral response happening is small, chances are significantly greater that you will have building social viral messaging response. And, as it usually is with social media, the reason is relationships.
When someone passes along your message in your social networks, it is likely because they support you, not just because of the novelty of the message. It is an endorsement, not just a “check out this cool/freaky video, dude” response. And it is that endorsement that will lead to higher return traffic and brand loyalty.
Viral response in social media spaces may not always have the same level of response as YouTube wonders. But what it lacks in sheer traffic numbers, it makes up for in return traffic and repeat business.
Comments Off
Viral Advertising
posted by Laurenc on December 15th, 2008Viral Advertising: Engage Your Consumers!
In today’s marketing world, consumer engagement and communication is critical. Customers want tailored communication from companies, and if the message is strong enough, consumers will pass the message on to their friends, family and colleagues. This transfer of messaging from one person to another can create potentially exponential growth in the message’s visibility and effect, making the message “viral.” Compared to traditional marketing, viral marketing campaigns may only require initial costs and minimal maintenance fees after launch. They can be very cost effective for their reach.
There are many different marketing mediums that can be used to create and distribute a “viral” message, including blogs, email, audio messages, mobile messaging (text messages), online videos, podcasts, and online games, but it is the message itself, where the true value lies. If the messaging is not compelling, than the campaign will not turn viral, and the message will not be relayed. A 2007 survey by Deloitte & Touche found that 62 percent of consumers read consumer-written product reviews on the Internet. Of that percentage, more than eight in 10 say their purchase decisions have been directly influenced by the reviews. Seven out of 10 of the consumers who read reviews share them with friends, family or colleagues, thus amplifying their impact.
So how do you get your message to go viral? There are three key components in a successful viral campaign:
1. Distribution: The size of your “patient zeros” – or your base participants. You must have a target audience to communicate with.
2. Engagement: It is critical to understand what drives people to pass the message on. Common drivers include humor, common interest, and value.
3. Relationship Building: You must be able to capture the audience’s attention immediately, and bring them back again and again.
As you begin to develop your campaign strategy, remember the following critical points:
Your main goal should be to engage and involve your consumer. Create a personalized experience that each consumer can “show off” to family and friends.
Leverage social media tools such as blogs and social networks to reach a large audience in a short amount of time.
Update the campaign frequently to encourage revisits and increase exposure.
Lastly, don’t expect your viral marketing campaign to pay off immediately. Like a real virus, viral marketing takes time for the campaign to develop and reach critical mass.
