This is part 3 in a ten part arc on WOM, viral, buzz marketing, call it what you will.I wrote some preliminary results from NextStage's research in 3 Rules for Creating Buzz and "3 Rules for Creating Buzz" now on IMediaConnection, and was recently interviewed by AllBusiness.com's Chris Bjorkland on The Importance of Viral Marketing.
This arc provides a text version of that interview. There was a lot more in the podcast than appears in this arc, save a few last questions we didn't have time for. Each post in this arc will have one question (regular type) followed by my response (italics). Third up...
Some information spreads like wildfire on the Web – let’s say a funny YouTube bit…..why do some messages take off and others don’t? What does your research tell us about that?
Viral campaigns are SOOO audience dependent and, unlike their biologic cousins, viral marketers haven’t had enough time evolving what they do to be custom designed for a specific market. Viral marketers (in my opinion) really need to study the behaviors of their biologic cousins to understand what they need to do in order to succeed.For example, a successful biologic virus demands several factors be aligned in order to be successful, and often those factors are competing with each other based on the audience they “infect” (ie, who gets and transmits the message). For one, a successful viral message needs to be extremely generally accessible while carrying a highly specific message.
(more to follow)
Please contact NextStage for information regarding presentations and trainings on this and other topics.
Links for this post:
- AllBusiness.com's Chris Bjorklund interviews viral marketing expert Joseph Carrabis, founder of NextStage Evolution, Part 1
- AllBusiness.com's Chris Bjorklund interviews viral marketing expert Joseph Carrabis, founder of NextStage Evolution, Part 2
- Social Networks and Viral Marketing
- Viral Marketing blog posts
- Why Some Viral Marketing Doesn't Work
- Yes, You Can Predict Viral Marketing
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