By Mitch Arnowitz
Viral or "word-of-mouth" marketing is rapidly climbing the corporate-agenda ladder. More and more word-of-mouth is being used by companies and organizations for relationship-
building and message dissemination in pitching causes, candidates and products. Metrics include fundraising appeals, legislative action, membership drives and product sales, sent
to opinion leaders and consumers who then pass the word through their networks.
To be effective, a sound strategy and a long-term communications plan must be in place before choosing viral campaign tactics or tools. It also is imperative to dedicate
resources to manage the response such a campaign is likely to generate.
Here are some strategies and tactics to maximize word-of-mouth marketing:
Grassroots marketing
Leverage hidden audiences by locating and engaging supporters in grassroots groups - blogs, Web forums, e-mail lists and other online
communities. Because this "bottom-up" approach facilitates a dialogue and a relationship, it may mean losing some control over your message, but it will galvanize
passionate supporters who are empowered to share that message. Product- or cause-related messages with real value are the most likely to be passed along.
To identify groups likely to pass the word, try Technorati (http://www.technorati.com), Alexa (http://www.alexa.com) and CataList (http://www.lsoft.com/lists/listref.html). Craft personalized messages relevant to a particular audience. Distribute
messages through list or group leaders rather than posting directly to members. Surveys, e-mail notifications and other interactive tools foster a sense of urgency. It can take
between 12 and 18 months to gain critical mass, but the result should be strong customer relationships and a targeted prospecting database.
Content and product offerings
Create products and services with "pass-along" potential - if the right people become engaged, they are certain to tell others. While there is no "perfect" viral-marketing
product or content, real value and usability increases your likelihood of success.
Refresh Web-site content often to create an incentive for continually reading, linking to and syndicating what you say. Look into Really Simple Syndication (RSS or newsfeeds)
through such aggregators as NewsGator (http://www.newsgator.com) or Bloglines (http://www.bloglines.com).
Free or discounted applications or downloads promote pass-along potential; a free book chapter as a PDF or Web page is another good way to build a mailing list and to sell
more books. Funny or timely Flash files have become a solid viral-marketing tactic. An affiliate program is a surefire way to let people know about products, too.
Customized IM Buddy Icons and e-cards that urge people to support a cause also are effective. In addition, companies are taking advantage of customer evangelism with powerful
results: customer-created advertisements that offer a genuine voice while spreading the word. Examples include Plaxo's free e-mail service, which securely updates and
maintains contact information; a free download and community-building tools (buttons, banners, electronic signatures) from Web browser Firefox; and free, short films from
JibJab, creator of the election parody "This Land."
Integrated marketing
Today's sophisticated marketing campaigns are integrated, combining mainstream advertising, Web-site efforts, e-mail products and feet-on-the-street campaigns to present a
united voice and a seamless customer experience.
PDF petitions or fact sheets as Web-site downloads help spread the word about a product or cause. Event blogs create buzz and drive conference registrations. Placements in
traditional publications help content find its way online. Examples include Peta2.com, a community Web site of teen animal-rights activists, with interactive discussion
forums and an offline street-team program that promotes animal rights in person at the local level. To tap the college market, Mozilla uses the Internet to identify campus
leaders who pass the word about its products.
A Web site and blog can bring program participants together. Character blogs tie online efforts into traditional campaigns. Undoubtedly, one of the easiest, most effective
ways to spread the word is to ask people to forward information. Put a "forward to a friend" form on your Web site and mention it in e-mail subject lines, message footers and
electronic signatures. Include a link to the form on product purchase and Web-site exit pages.
Contact: Mitch Arnowitz is managing director of online communications firm Tuvel Communications (Rockville, Md.) He can be reached at 301.545.0843, [email protected] or http://www.tuvel.com/