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Rich and Co.

Viral Marketing: Quick Description

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Good quick description of viral marketing

Viral content is not just a buzzword that I’m throwing around. It has the unique characteristic of being broadly interesting across a range of audiences such that it is rapidly and widely shared. The two key components: broadly interesting and widely shared

When content goes viral, it means much more than just lots of eyeballs gazing at it. This is the justification for doing any form outreach! Why do anything if it not going to reach the maximum pairs of eyeballs possible?? But, just as importantly, viral content reaches mainstream media and tends to infuse itself further in society and propagate to new audiences that you might have never realized you could ever reach. THAT is the power of viral content!

Maximize your reach with minimal effort. Its the perfect cost-benefit argument for the typical cash-stretch outreach effort – if it works.

  • So, how do we do this? We need people dedicated to producing the content and putting it out there.
  • We also need a network that gets the viral infusion started.

Believe it or not, I would argue the latter point is the easy part. You see, there is a world online with eager communicators and enthusiasts who are just waiting to point at something and scream from the top of their lungs “OMG!! LOOK!! SO FREAKING AWESOME!!!!”.

They exist on blogs, on Twitter, in the Google + machine, amidst the Tumblr-weeds, on Reddit and just about any other social networking site has a community. That stand at the ready to be awed by your content and share it among their networks. This “nerd army” is great start to getting content to go viral. And all you have to do is tell them: send an email, tweet, direct message, chat or whatever.

The service doesn’t matter to the soldiers in the nerd army, because it’s all the same – it’s communication.

But, we first need to create the content. This is the hard part, and going to a huge effort to pull off, but I guarantee it will be worth it.

It is often difficult to predict what content ends up going viral. Many advertising campaigns have tried hard to make viral advertisements. While several have taken off, many fell short of expectations.

Given the cost that large companies will put into advertising, the cost to benefit analysis may not be as great as the potential for content. To get great content up and taking off, we need to rethink how they approach this form of outreach.  The key lies in harnessing the creativity to make good content, solid messages, and thoughtful marketing.

Excerpted from http://blogs.scientificamerican.com/evo-eco-lab/2011/10/22/on-sticklebacks-and-viral-science-marketing/

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Written by Rich and Co.

November 6, 2011 at 11:17 pm

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