Okay. There will be more than ten parts in this arc. I got pretty verbose in some of my responses (surprise!) and am breaking down my answers to specific questions into several posts. More bang for the buck, buck for the bang, whatever.This post is a continuation of part 3 in the WOM/viral/buzz marketing arc. Preliminary results from NextStage's research in 3 Rules for Creating Buzz and "3 Rules for Creating Buzz" now on IMediaConnection. This arc is based on my interviewed with AllBusiness.com's Chris Bjorkland on The Importance of Viral Marketing.
This arc provides a text version of that interview. The questions are in regular type and my responses are in italics. This post picks up with the second part of my answer to...
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?
... For one, a successful viral message needs to be extremely generally accessible while carrying a highly specific message.In other words, the most successful viral campaigns will be those that are picked up and transmitted by the largest audience possible even though the number of people who end up coughing (ie, “get” the campaign message and respond favorably to it) are only a small subset of that transmitting population.
This concept is already recognized in online marketing. You may have visitor traffic of several hundred thousand people yet are only converting 1-2%, Congratulations! Your website is actually a minimally successful viral campaign. This is another element; you don’t want to consume your audience too quickly otherwise there’s nobody to transmit the message for you and nobody left to act upon the viral message.
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
- AllBusiness.com's Chris Bjorklund interviews viral marketing expert Joseph Carrabis, founder of NextStage Evolution, Part 3
- 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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