Spreading the bug – a case study

A few weeks back I wrote an article about marketing techniques which help you spread the word about what you do. One of the techniques that garnered the most attention was that of “spreading a virus.”

Made popular in Seth Godin’s Unleashing the Idea Virus and a hot topic of conversation amongst marketers everywhere, creating online “viruses” is a great way of helping your message reach a wider audience. If you ever played with the Subservient Chicken or listened to “Our Land” during the last US presidential election, then you’ve been hit by a virus. “Word of mouse” is increasingly becoming the way companies large and small reach you and captivate your imagination.

But the big question I got over and over again was, “Okay, but how do you do it? And do you need thousands of dollars to pull it off?” Answers ahead.

The Case Study:

Click here to see the sample: http://www.viralcasestudy.com

This is a simple web movie around women’s spirituality which I created as a way of garnering attention for my upcoming book and the supporting website.

Pre-released to a small list of people who have had direct experience of me (colleagues, readers of my blog, clients), within a day of its release it garnered a 30% sign-up rate for my new newsletter. The following day, 25% of the number who signed up on day 1 came aboard (a mix of people late in opening e-mail and new recipients). That in and of itself is impressive but consider this: in the two weeks following the initial announcement, I have had a subscription rate of 25% of the original number of subscribers per week without any additional effort.

What could you do with results like that?

So, let’s break it down. What are the key components in creating a successful viral campaign? Simple. Here they are:

Know your market

Know what would make a member of your target market moved enough (and moved could mean inspired, amused, shocked or any other emotion strong enough) to want to tell friends just like them “Hey, you’ve got to see this.” This takes a bit of savvy or digging. Don’t know? Ask. Researching the needs and wants of your target market is a smart idea anyway and it’s critical in launching a good viral campaign. My team of advisors (those who fit the target market I’m trying to reach) all gave me extensive feedback on the movie before it went live and the finished result is much better for it.

Script it as if you’re speaking to one person at a time

Always a smart idea in any marketing message. Because guess what? You are. Even if you reach thousands or even millions, it’s still always one person at a time.

Put a lot of yourself into it

I chose every single picture in the movie as well as the music. My all-time favorite line from a movie is in there. When I watch it, I feel at peace and connected to the message. This is important for a few reasons. First, you’ll have to experience your piece a LOT as you perfect it, so you want it to be something you won’t get sick of. Secondly, if you resonate with the piece completely, it’s likely to attract people who will resonate with you.

Pick your medium

This particular case study involves a web movie but there are many other options. Your imagination is your only limit. You can choose to send coupons for programs, e-cards, online games, quizzes, contests and much more. A great site for ideas on viral marketing campaigns is Marketing Sherpa. http://library.marketingsherpa.com/barrier.cfm?CID=2964 Their stuff is “for fee” but it’s worth it. The content is solid, tried and true. Be sure and check out their other viral marketing titles as well.

What’s your outcome?

Be sure you know what action you want the recipient to take and make it easy for them. In the women’s spirituality case study I link to above, the outcome is clear: sign up for the newsletter. Additionally, I want people to pass it on to other interested friends and colleagues, so I make it easy for them by providing those referral boxes at the bottom. Notice how the look and feel is kept consistent with the movie so people have a sense of continuity when they get to the final landing page.

Pick a great designer

Remember this will be the first impression many people will have of you so make it a good one. I worked with an amazing designer out of Australia who made the whole experience a breeze (you can find their contact info at the end of the movie on the newsletter sign-up page). You’d be amazed that you don’t need to break the bank to get a piece that garners you tons of attention.

Good luck and let me know how you do! I’m always happy to review inventive new techniques that coaches use.

Maria E. Andreu
maria@coachville.com