Several of my recent Buzz Tracker projects have included a close look at viral marketing or viral word-of-mouth and I’ve taken a specific interest in learning how word-of-mouth gets started and eventually reaches a viral level. Some brands fear viral word-of-mouth, like when a video of a Burger King employee taking a bath in the restaurant’s sink appeared on YouTube in August 2008 and quickly earned over a hundred thousand views. Despite any attempts at damage control by the brand, the video is still on YouTube and will remain there for the viewing public to see, even long after buzz about the incident subsides.

In contrast, an excellent example of a brand using viral word-of-mouth to their advantage is Louis Vuitton, the luxury baggage designer. A series of videos created by the brand with a focus on core values and the tagline “Where will life take you?” appeared on YouTube in early 2008 and has received several hundred-thousand views. Many consider the initiative a success, not only because consumers continue to watch the videos and pass them along to others, but also because revenue for the brand grew 14% in the first six months of 2008.

For every brand that successfully launches a viral marketing campaign, there are brands that are leery of entering the space and brands that try but fail. I have seen campaigns that I personally think are creative and interesting, but generate very little buzz and a disappointing number of hits. On the other hand, there is a long list of successful campaigns, but what specifically makes these campaigns reach a viral level? How and why do consumers first learn of these videos and what makes them want to pass along links and discuss them with others?

Many of the answers to these questions aren’t clear cut or “one size fits all”; however, brands that may feel overwhelmed should know that there are a few basics that should be at the core of a viral marketing initiative. While certainly not a comprehensive list, here are a few thought starters. First, the video should be highly relevant to issues or events that are key to the brand, such as a product launch or damage control for a high-profile issue or crisis. Second, the video needs to be sincere and authentic to the brand and what it represents. Third, remember that a video can have a long shelf life online; the face or brand image represented in the video needs to stand the test of time and be in line with the long term brand strategy. Brands should also keep in mind that if they fail to take the plunge into viral marketing, they may be left behind while competitors use CGM2 to their advantage.

Tags: online video, viral marketing, word of mouth

I have recently been asked to speak at a number of events in Europe about harnessing and embracing the influence of social media. Being a regular attendee at many events myself, I know how difficult it can be to remember all that’s been said from the variety of speakers over one or two days. With this in mind I decided to focus on some topline, common sense easy wins for tapping into the power of the consumer-generated media space. Simple ideas that the audience can take away and act on without too much fuss – hence the title “Tips and Tricks for Embracing CGM.”

Learn to Listen
Everything you need to know about your brand and improving it exists in CGM; it’s the ultimate cheat-sheet if you like. A study we did last year showed that the most common feedback/posting activity amongst ‘speakers’ online was providing email feedback to a company. Chances are, these are the people who will be talking about you in CGM and they are likely to be talking about whatever it is they emailed you in the first place. They’re providing you a big clue!

Respond!
Social media is social! It’s a two-way conversation, not like some other marketing disciplines that are very much one-way (think direct mail, advertising etc). If people are contacting you, respond to them appropriately. Your response has the ability to potentially diffuse any negative sentiment or fan further the flames of brand advocacy.

Use Video
Every single product you have should have a product demonstration video. Why? Because video is the ultimate viral tool and you have the ability to control the content. If your video taps into the nub of an issue, chances are it will go viral and ultimately move up in organic search results. Think how important this latter point is if your video is in response to a potentially damaging issue to your brand.

Exploit your website
What were the ‘speakers’ I mentioned in point one most likely to click on first when searching for info on the web about a specific product/brand? Answer = the company website. Again, this provides you with a rare element of control in CGM - helping to seed/shape messages that are distributed virally in CGM. Brand websites have high levels of trust in the eyes of consumers who are eager to hear your side of the story, particularly when it comes to damaging issues. Get your FAQs front and center, try a corporate blog, keep the website fresh and dynamic.

Allow participation
Again, think of the fact that social media is social. It’s about interaction. Tap into the willingness of consumers to get involved. An excellent illustration of this is Barack Obama’s website. See how many calls to action there are in the menu options – ‘donate now’, ‘make calls’, ‘register to vote’, volunteer’ etc. The politicians are doing it to great effect and so can you!

Don’t afraid to be personal
Common sense tells you there tends to be more warmth or less hostility to people rather than corporations. Have a more personal way of looking at interaction and information on your site. After all, social media is….you should know it by now!

Be honest, transparent and authentic
I know this sounds a bit management consultancy but it’s true. Don’t spin! Disseminating info itself creates goodwill – simply give out information and hope the advocates spin it themselves. Don’t put energy into influencing the debate – just get the product and customer service right. If the brand messes up, admit it and resolve the problem. Brands that listen to negative comments and make changes as a result often get more kudos.

Consider what is viral about your product
The top search results for Nestle on Google in the UK read like a horror story of anti-Nestle sentiment. The story in the US is different. Two of the leading organic search results are about recipes. Nestle has tapped into what is viral about their brand (their ingredients are used in baking) to great effect. It might not be obvious, but people use your product/service in some way in their daily lives, so there has to be a viral element somewhere.

Tags: cgm, social media, viral marketing