The Chicken or the Egg? The Real Deal About “Viral” Marketing

Who am I? award-winning social media consultant, blogger, speaker, journalist and technologist experienced social media strategist and developer columnist and blogger for Entrepreneur Magazine expert blogger for FastCompany

Any marketing tactic or content that encourages “pass along” sharing, which then changes that message’s level of influence. Definition

A.K.A. “ buzz marketing” “ word of mouth” or “WOM” “ creating a buzz” “ media leverage”

3 concepts to grasp 7 critical criteria 3 imperatives The 3-7-3 Approach

Concept #1 Viral marketing is created - not born.

People hate the term “viral marketing” and probably always will. Concept #2

Not all viral marketing is positive. Just ask Nike and Chevrolet. Concept #3

Criteria #1 Free and short rule.

Criteria #2 Doesn’t force behavior change, but does allow for it.

Criteria #3 It’s not just entertaining, but people can see themselves doing it .

Criteria #4 Feeds off how people work.

Criteria #5 Scalability is hard wired.

Criteria #6 Facilitates easy sharing.

Criteria #7 Leverages O.P.S.

Listen RSS feeds/email subscriptions Google Alerts search.twitter.com TweetBeep Conversation monitoring tools (Buzzlogic, Radian6) Imperative #1

Set your kill switch. Imperative #2

Imperative #3 Once your campaign “goes viral” it no longer belongs to your brand.

Questions? Interactivity

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