Viral By Design:
A Framework For Creating Viral Messages Behind the Firewall
A White Paper by Linda Dulye, President/Founder, Dulye & Co.
As communicators chase elusive notions of employee engagement in the
About the Author:
Linda Dulye is the
new social media landscape, we happen upon this even more elusive
president and founder of notion of viral communication and wonder how we might inoculate our
Dulye & Co., a leading communication programs to drive attention and conversation among our
change management communities and business organizations.
consultancy based in
Do you know how to create viral communication? Have you wondered
A team of 18 experienced how to instill your communications with that certain infectious quality that
professionals located moves them to pass it on to friends and colleagues? “Check this out; they
throughout the country,
Dulye & Co. specializes
finally got it right,” or “You have to watch this,” they may declare, as the
in Spectator-Free latest viral message makes its rounds.
Workplace ™ Solutions
for some of the world’s This paper's objective is to guide you in the process of developing
most admired companies,
effective viral communications for the corporate communication
Martin, Cardinal Health, environment.
Tyco, DRS Technologies,
Progress Energy and What is a Viral Communication?
Novo Nordisk. The firm
has received two Gold
Quills and a Silver Quill The term viral is usually associated with visual media, particularly video
award, including work for and pictures. The barrier to creating and sharing affordable digital HD-
Thermo Fisher Scientific quality video was lowered with the introduction of the Flip Mino video
recorder. The Flip has been a tremendous tool for creative
communicators, and there are many great examples of using viral video to
drive employee engagement. The Deloitte Film Festival
(http://bit.ly/CoNgT), an employee contest that showcased employee
accomplishments in the workplace, comes to mind, as does Zappos’ 10
Core Values (http://bit.ly/1aN01K) video, which featured entertaining
employee stories about why they love to work for the company, and
comments about corporate culture from Zappos CEO Tony Hsieh.
How do I create viral
communications inside Viral videos run the gamut from the sublime to the ridiculous—to the
the walls of my company? disgusting. When did you first see Susan Boyle (http://bit.ly/TnRKo)? How
about the Comcast Cable Technician (http://bit.ly/gO6kT) caught napping
on a customer’s couch for an hour? When did you first see the Domino’s
crew (http://bit.ly/N36ml) doing disgusting things with food—before or after
you heard it on the news? Many videos receive their