Manuel Angel Alonso Coto

I'm preparing a lecture regarding Viral Marketing and I'm facing the challenge of offering students something newer than the old and well-known (but effective) video-explanation: How To Sell Soap (one of the most effective viral campaigns ever launched to promote and agency itself)

Sorry, I coudn't resist the temptation to include it! And taking into account the fact that I'm adressing them to discuss another classic on viral marketing, Wilson's Principles, http://www.wilsonweb.com/wmt5/viral-principles.htm I'll have to add something really interesting to make myself forgiven. So I'll use one of my favourite guru's theories: Self Godin's article on how to make and idea viral: http://sethgodin.typepad.com/seths_blog/2005/09/what_makes_an_i.html

But let’s try to add some more value. These are the 10 ideas I always keep in mind when I have to develop a viral campaign:

1.) The viral idea is designed for your customers, not for your marketing department.
2.) Your customers are willing to stake their own reputation on the message
3.) The viral idea is easy to spread via email, blogs and discussion forums
4.) Your customers stand to benefit from passing the message along
5.) One of the most important secrets to be taken into account is about getting the headline right, and you can do this by adding numbers to the headline.
6.) Another secret for a successful viral is to tap into buzz-worthy topics, and that is because content that talks about something which is currently talked about has the tendency to get talked about.
7.) After that, you can also try to cram a lot of value into a small package, because the more value is to be found in one single place, the greater the impact.
8.) No matter how experienced you are, you must always learn from what already works. You must always use a proven formula.
9.) The viral content must be concise and right straight to the point, outlining the value, otherwise readers will scroll past it.
10.) Insert links into what you write for a plus of value and depth. Make sure though that they are carefully chosen links.

I hope I haven’t sound too academic since I like to be “simper fidelis” to the principle of “entertainment learning”. Anyhow I’ll try to balance the score of fun with a kind of independent list of do’s and don’ts by Baekdal.com: http://www.baekdal.com/articles/Branding/viral-marketing-tricks/

Too tired to keep on reading? Let’s swap to video then; not only regarding to learning materials but also from the standpoint of the vehicle for the viral message. No doubt viral videos are present in the majority of the most successful “word of mouse” campaigns. So it’s worth to learn how to make a profitable viral vid by reviewing the following series of videos. It’s an obvious parody, but it’s awesome!

More of the kind within the same campaign:
http://www.youtube.com/watch?v=VFxUnsGp2aw
http://www.youtube.com/watch?v=drbcBKU9HYM
http://www.youtube.com/watch?v=-hgalYqoZf8

And now, a sample of how to combine all the tricks and ideas we have been reviewing: one of the most successful viral ads ever, with Madonna promoting the previous model of BMW M5 by showing a more down to earth side of herself and engaging in some self-mockery.

Viral Marketing continues and will continue to be a killer marketing tool. Have a look at one of the latest Nike ads; much more effective than any TV one by the sports brand…

But please keep in mind that Viral Marketing is not a panacea for all your marketing problem!
Sermon is over by now… Best regards

Manuel A. Alonso Coto

Posted on 16 May 2008 in E-MARKETING

Comments

Posted by: Marc Cortes at May 25, 2008 06:32 PM

Posted by: Sebastian Perez at July 2, 2008 03:50 PM

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