The exploration and experimental aspect of viral marketing makes it a pioneering experience at this time. Nothing has been done to the point that it can be put into any type of a system. Here are a number of thoughts on what some of the strategies that have been used are, along with things to think about as you attempt to put a campaign together.
They are not in any specific order of importance or relevance; they are things that have been part of a number of campaigns that have already been launched and successful.
1. Give away products or services
This doesn't sound too exciting, but it is still one of the best tried-and-true methods of getting people to do something you want. Ok, it's bribery - but it works!
2. Easy to send to others
One of the big musts. Don't allow any friction, multiple steps or difficulty get in the way of the person that you want to spread your message.
3. Disclose you're an advertiser
The recent uncovering of LonelyGirl15 was a good example to me of the need to disclose. It wasn't so much that people were overly angry, but that it could have been a great tool. What if they had started with Bree as someone who was to be discovered through some type of puzzle or hunt that eventually would find out who she really was? I think they missed something here.
4. Don't disclose you're an advertiser
This could work if you don't let it go on too long. You could use a little mystery at the beginning to bring people into an experience you want them to share. If you let it go on too long, people will lose interest when they discover who you are and what you're doing.
5. Confirm it's user-generated
This has more to do with the way you do it; not putting some type of message up. Real testimonials is one of the things I'm thinking of here.
6. Be prepared if it takes off
The recent debacle of Starbucks is an example. They were so successful that they had to cancel the very thing that they were offering. It has resulted in a lawsuit and a loss of good will. Assume you'll succeed fantastically and work from there.
7. How will readers or viewers respond?
We must know the response we're looking for from our viewers. Everything we create to be spread around will be based upon this information.
8. Write about interesting news
Remix it and put a little bit of you and your company in it.
9. Offer controversy
This is another one of those areas that have to be done right. Offer too much and it can turn people off. Unless you're trying to reach a very specific niche that actually thrives on certain controversy, be very careful how you do this. Offer just enough and it can work great.
10. Defend something
Another great area that has to be done sensitively. If you defend something it means you're standing against something else. Make sure your demographic isn't split between the two.
11. Variety of humor
Humor is probably the No. 1 motivator for people spreading things virally.
12. A list of tools for your viewers
This is always a big hit as people will do anything that can help them save time getting what they want or need.
13. Take advantage of known motivators
We need to know a little about human nature here. There are a number of proven motivators that get people to take action.
14. List of resources in your niche
When you serve a certain demographic, you can be sure that they all share some specific interests. Offer them a list of resources and they'll send it to anybody that they are connected to with like interests.
15. Are you looking for a positive response?
In other words, are you trying to make the person feel good? When they read or view what you offer does it make them want to spread the joy around?
16. Are you looking for a negative response?
The reason I mention negative response is because there are times when the thing you do is provacative...and even though the response can be emotional, it doesn't damage what you're trying to do. Negative can be good, but you've got to be careful not to cross the line.
17. Tap into current social networks
This doesn't work quite as well as when you work with existing customers, but it does offer great ways to find new customers. If you hit it right, it can pay off in a big way for growing your customer base.
18. Are you interfering with the viewer?
This is a huge mistake to make. People are fighting anybody that overtly interferes with their experience. There's probably nothing that can stop a campaign in its tracks more than this.
19. Is your content relative to the demographic?
You've got to know who you're reaching out to. People demand things that are connected to their interests.
20. Try a little shock
By this I mean something that is unexpected or startling; something that catches somebody off guard and they are delighted from it.
21. Tell people to share it
In some cases giving someone a little push, rather than asking them, can work in the right circumstances.
22. Ask people to share it
It's still surprising how many marketers want someone to do something and still forget to ask them. Don't be afraid to ask for an action. People like to send neat stuff to their friends.
23. Tap into existing communication hubs - online or off
Don't forget about the offline world with your viral campaigns. There are tons of places you can hang out at or put notices up that can promote your products or services.
24. List of news that is industry specific
Put together some news that people you market to are definitely interested in. They are always looking for things that are aggregated so they don't have to go through the process.
25. Think of creating brand gossip
Offer some little tidbit that has some "gossip" value to the reader or viewer. People love to spread that kind of thing. This is the reason the entertainment gossip is so popular. Make sure it's connected in some way to what you represent.
26. How will your target customer take what you offer?
Know exactly the response you're looking for in the people you want to be affected by what you do. How will they receive the creation you're sharing with them. The answer is the difference between success and failure.
27. Go a little outside the norm
For large success, sometimes going outside the norm with some edginess works great.
28. Don't go too far outside the norm
Don't go too far outside the norm. There's a huge difference between pornographic and something sensual. Cross the line and you'll stop your campaign fast. I'm not just talking about sex here either.
29. Appeal to patriotism
This can really be a great motivator. You need to be truthful, genuine and honest with this. Don't try to fool anybody or it'll backfire big time.
30. Offer information that is hard-to-find
Dig deep for someone else and they will not only appreciate your effort, but share it with those of similar interests. Anything that saves time is a big winner.
31. Think "getting eyeballs" first - not money
This is more crucial than you can imagine. When you think of money first, it changes the whole way you create and run your campaign. Work to do something that will get people interested and you will be set for the rest of your life. Get eyeballs first and you can make all the money you'll ever need.
32. Treasure hunts work great
This is getting to be a very popular way of creating a successful viral marketing effort. People just love to look for something valuable to find and get the boasting rights.
33. Make the spreaders a hero
One thing to know about the psychology of viral marketing is that people love to receive feedback from their family and friends on what they sent to them. This gives them recognition and makes them a hero in their mind. Offer them that experience and they'll do it for you over and over again.
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