AllBusiness.com's Chris Bjorklund interviews viral marketing expert Joseph Carrabis, founder of NextStage Evolution, Part 5

Know More: Social Network, Viral Marketing, Word-Of-Mouth HolmesAndWatson, Social Networks

NextStage: Predictive Intelligence, Persuasion Engineering, Interactive Analytics and Behavioral Metrics

We're half way through my responses to The Importance of Viral Marketing, a podcast interview I did with AllBusiness.com's Chris Bjorkland. The podcast was based on NextStage's research into WOM, viral and buzz marketing.

I wrote some preliminary results from NextStage's research in 3 Rules for Creating Buzz and "3 Rules for Creating Buzz" now on IMediaConnection.

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). Question #5 was...

What are some of the key factors I need to look at if I’m going to be launching let’s say a new magazine to working women in their 40s and I want to create a “buzz"?

My first suggestion would be that you’re already thinking too large a market for buzz to occur in the near time. That’s an excellent market to go after and I think you need to think long term in getting that large a market to pay attention to your magazine.

What I’d suggest as an alternative is to find 2-3 “influencer” groups within that larger audience. Choose these groups based on three basic criteria and a big #4:

You know an incredible amount about them as a group (not just demongraphic but also cognitive, behavioral/effective and motivational factors).

You have high confidence you’ll be able to positively affect them.

You can afford to market to them.

But the big #4 is "They are influencers within the greater community."

Examples of influencers within the greater community would be role-models, successful women within a sub-group, say Hispanic women with good six-figure incomes. Here you have a 2fer, these women will influence Hispanic women and women in specific career tracks. Another example of influencers would be women who’ve been successful in a highly competitive and up-and-coming field such as engineering or biosciences.

(more to follow)

Please contact NextStage for information regarding presentations and trainings on this and other topics.

Links for this post:

3 Rules for Creating Buzz

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

AllBusiness.com's Chris Bjorklund interviews viral marketing expert Joseph Carrabis, founder of NextStage Evolution, Part 3

AllBusiness.com's Chris Bjorklund interviews viral marketing expert Joseph Carrabis, founder of NextStage Evolution, Part 3a

AllBusiness.com's Chris Bjorklund interviews viral marketing expert Joseph Carrabis, founder of NextStage Evolution, Part 4

AllBusiness.com's Chris Bjorklund interviews viral marketing expert Joseph Carrabis, founder of NextStage Evolution, Part 4a

AllBusiness.com's Chris Bjorklund interviews viral marketing expert Joseph Carrabis, founder of NextStage Evolution, Part 4b

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