25 Mar 2010

Viral Marketing: New Rules of ‘word-of-mouse’

Behind the scenes 2 Comments

We will discuss how business owners are ditching conventional media for something that until lately seemed unconventional; Viral Marketing: New Rules of ‘Word-of-Mouse’. Communicating to a small but powerful group of fans first online to enlist their support is a smart way to ensure positive coverage in the mainstream press. The power of the Internet makes it easier for people to fall in love with you faster. Traditional media takes weeks to build brand awareness and months to build preference. The Internet can make your brand famous literally overnight.

For decades, the only way to spread our ideas was to buy expensive advertising or beg the media to write (or broadcast) about our products and services. But now our organizations have a tremendous opportunity to publish great content online—content that people want to consume and that they are eager to share with their friends, family, and colleagues. Word-of-mouse is the single most empowering tool available to marketers today.

Viral marketing success comes from self-publishing Web content that people want to share. It’s not about gimmicks. It’s not about paying an agency to interrupt others. It’s about harnessing word-of-mouse, the most empowering form of marketing there is.

‘Make Your Message Memorable.’

Simply put, you have little chance that something will go viral unless, like a disease, it can be spread easily mouth-to-mouth. For that to happen, your message has to be super tight and easy to transmit in as few words as possible. This is a new world for marketers and corporate communicators. Never before has a medium allowed an idea (or a product) to spread instantly to millions of consumers the way that the Web does.

Nothing is guaranteed to go viral

It is virtually impossible to create a Web marketing program that is guaranteed to go viral; it requires a huge amount of luck and timing. That’s an important point to remember as you work on viral marketing ideas, because it’s unlike the old-rules, numbers-based marketing techniques you’re probably used to. Consider a direct mail campaign: You could always count on a direct mail piece to generate a known number of responses, say 2 percent. So if you needed to have 100 people respond, you sent out 5,000 mailers. – David Meerman Scott

Online video goes viral: How to start a Vlog’s

Before YouTube made video commonplace on the Web, you’d only see small forays into corporate video, and usually these efforts were mundane and predictable—stuff like broadcasts of the CEO’s speech at the annual meeting. Well, OK, some people might have watched, but unless the CEO made a dramatic gaffe (picking his nose while talking, perhaps), a video like that was highly unlikely to go viral.

The idea of companies using video for Web marketing is still new. Video follows both blogs and podcasting on the adoption curve at organizations that don’t have a service that naturally lends itself to video. Some companies are experimenting, often by imbedding video (typically hosted at YouTube) into their existing blogs. Like this one. Creating and publishing a simple video is really easy; all that’s required is a basic digital video camera and a YouTube account. There are all sorts of available enhancements and editing techniques to make video look more professional, but some organizations prefer to go with the grainy and jerky “homemade” look.

How to create your very own Vlog; To create a basic “vlog,” you need the following list of equipment and software: a web cam or digital camcorder; a microphone, production software; a blog; an rss feed to “syndicate” your content. A webcam will work for a basic vlog, though a digital video camera will create much better results because they contain better optics. Using a separate microphone instead of the microphone built into your web cam or camcorder will also produce a much better sound quality.

What I use is the Ultra-compact Full HD 1920×1080 memory camcorder with dual SD/SDHC card slot, featuring 24Mbps High bit rate Recording, KONICA MINOLTA HD LENS, 1920×1080/60P output, and face detection

There is no question that podcasts and vlogs will develop into a widely-used medium of there own. But that doesn’t mean they will replace blogs. The written word is still the fastest way to absorb new information. However, because vlogs are much more visibile they may take off more quickly than blogs did. So enjoy, start communicating to your audience, and make your brand famous literally overnight.

NOTE: I would like to thank my most favourite Editor for pointing out that I hadn’t accredited David Meerman Scott for his profound words and great audio series. If you have a moment please pick up his book; The New Rules of Marketing and PR the #1 bestseller! I am glad that my blog posts have been scrutinized by such a deserving eye.

2 Responses to “Viral Marketing: New Rules of ‘word-of-mouse’”

  1. Marketing Plan says:

    barriers to conversion exist from a customer perspective. Marketing Plan

  2. Durham Region Love Campaign says:

    Things continue to change rapidly with social media and new opportunities, small business owners will be smart to start working cooperatively with one another. Sharing ideas and content creation for the social networks, but focusing on 3-4 of the social networks that will maximize their efforts. I am looking forward to more blogs that will assist the little guys out there.

    Live Life With Love

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