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Fuel the Viral Paradigm with a "Sneeze"

Wouldn't it be marvelous if every time we handed out a business card it magically multiplied and landed in the hands of hundreds of prospective clients? And wouldn't it be equally exciting to simply mention your URL in passing to just one person and instantly have thousands of eager visitors flock to your Web site? The genius of viral marketing can enable you to spread the word about your company products or services as easily as you can spread a cold. Seth Odin, in his book entitled Unleashing the Ideavirus, refers to those who spread viral marketing messages as "sneezers." If you think about the way both human and computer viruses are spread, it makes sense to analyze these processes and create a paradigm that fills a significant piece of the marketing puzzle. Guerrilla marketers have long promoted creative, cost-effective strategies for developing business and generating name recognition. Viral marketing takes the guerrilla concept to lofty new heights by enabling rapid multiplicity of marketing memes via a variety of media. Viral marketing takes advantage of online social networks such as e-mail, chat rooms, file-sharing networks, online bulletin boards, e-newsletters, etc.) to help spread a commercial message. The rapidity of technology allows for exponential growth in message exposure that can far exceed what companies might achieve through traditional media outlets. Say you send out an interesting, entertaining e-mail that incorporates your branding message. The recipient (soon to become a sneezer) likes your message and decides to pass it on to five of his select colleagues; they, in turn, do the same and, before long, your one message has reached hundreds of targeted recipients - virtually for free. Viral marketing does not just focus on word-of-mouse tactics; successful business development strategies have always relied on word-of-mouth marketing as well. The key here is how to stimulate clicks and conversations (hereinafter referred to as "buzz") about you, your business, and your products or services. Generating buzz is most effective when you understand the nature of social capital. Whereas human capital is "what" you know, social capital is "who" you know. Your own sphere of influence encompasses everyone from your dry cleaner to your dentist, your CPA to your child's teacher. Think of everyone you know, then think about how many people they know, and eventually it becomes daunting to think about the true scope of your network. Empirically, you might want to test the viability of your social capital by employing the "six degrees of separation" theory. Think of someone you would really like to meet, then put the word out to your network. Chances are, someone in your net will know someone who knows someone who knows the person you want to meet. It's really that simple. And that is the foundation of viral marketing. From a sociological perspective, viral marketing works because human beings possess an innate desire to be connected with one another. This need for social cohesion drives viral marketing behavior and creates new online and word-of-mouth "communities" - communities that can propel your message in epidemic proportions. Albeit the spread of viral messages can be completely random, the benefit of creating buzz, even with non-targeted audiences, is significant value for very little cost. So what is the buzz you want everyone "sneezing" about? "Visit our Web site", "Buy our new product", "Use our services", "Grand opening", etc.? Choose your buzz wisely; viral marketing is highly contagious - and very effective. Most viral marketing campaigns thrive on the internet in the form of chat room discussions and easy-to-forward articles, surveys, contests, games, announcements and invitations. To begin your own online viral campaign, make material from your web site available to others; offer free downloads of software, white papers and games; publish a free subscription-based e-newsletter; place your company's banner ads on other sites; e-mail a tip-of-the-day to subscribers you cull from your web site; and offer incentives for e-mail forwarding. Measure the spread of your virus with activity software, such as Campaigner, to ensure the efficacy of your tactics. Word-of-mouth viruses can be spread by soliciting referrals; connecting newcomers to your sphere of influence; public speaking; writing articles and letters to the editors of various publications; publicizing customer testimonials and offering perks to those who spread word-of-mouth endorsements; hosting events to showcase your business; being active in philanthropic efforts; running for political office; and becoming a spokesperson for a local cause. Marketing is based upon the power of information and influence; viral marketing is an effective strategy that enables potential customers to discover what the buzz is all about.

Debra Davenport, PhD, is a Master Professional Mentor and the president of DavenportFolio, a licensed firm with offices in Los Angeles and Phoenix that mentors entrepreneurs and professionals. She is the creator of the Certified Professional Mentor® designation and certification program and the author of The Ten Commitments of Highly Successful People. debra@davenportfolio.com or (866) 232-6492.

 

 

     

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