A marketing colleague recently told me “Viral marketing is not part of a marketing strategy, because you can’t depend on it. It’s just gravy.”
Although there’s no guarantee your viral marketing campaign will get a lot of impressions, just like PR there is definitely a science to getting picked up. And if you pursue it in the right way, you can increase your chances of its success. I read the book “Buzz: Harness the Power of Influence and Create Demand” which I found a little fluffy and self-promoting, but it did contain a good framework for planning a viral marketing campaign.
An example: when Nike entered the Chinese market, they depended on a viral strategy. They found school kids and dressed them head to toe in Nike gear. Other kids saw them, copied the style, and drove demand for clothes with the Nike swoosh.
How did Nike know this would work? Because they followed a few key principles that can increase the dependability of viral marketing.
1. Know your Alphas and Betas. “Alphas” are customers who are trend setters. Think James Dean and Prince. They like to be the first to try things that no-one else has tried, because they see the intrinsic value in it. It’s important to note that these people do NOT care what others think about them. They aren’t trying things to impress people, or to fit in, but because they are visionaries and see the potential in things before others do. Alphas are not very social, a by-product of their “do it my own way” mentality, and so ideas do not spread very quickly by Alphas. They tend to be extremely well-read and seek out new adventures, and so they accumulate a lot of knowledge that makes them experts, and makes others seek out their opinions.
“Betas” are the imitators. These people are very social, care what others think about them, want to be the first to adopt new trends AFTER it’s safe to adopt them. These are the folks who will spread your viral message, because they want others to see that they are on the cutting edge. Think of folks who like to throw parties, and like to be seen at the latest restaurants and night clubs in the latest fashions. They are the people everyone knows, and who network very easily. They want to appear “in” – they often are “in” – and the success of your viral idea depends on Betas picking it up and spreading it.
Who are your Alphas? Your Betas? Do you know? If not, your viral campaign may never get picked up. How do you identify your Alphas? Ask your Betas where they get their information. How do you identify your Betas? They are the ones trying to impress, network, demonstrate their cutting-edge. Get to know them and you’ll get to know your Alphas.
Nike knew every high school had its Alphas and Betas. They simply visited the high schools and observed the kids hanging out in the playground. Who were the socializers? They talked to them to see who they thought had good fashion sense. The people mentioned most often were given free Nike gear.
2. Have a worthy idea. Now that you know who will spark your viral campaign, you need to get them to adopt your idea. What is that idea? First, it has to be something that would attract an Alpha. It has to be new, better, sensible. Think of items which were adopted rapidly: DVD players, iPod, cell phones, Brita water filters. These were not evolutionary ideas, they were revolutionary. Is your idea a better way? Is it worthy of being adopted by Alphas?
Nike knew that Chinese kids were attracted to things American, and that Nike had a solid brand for athleticism. Clothing with Nike prominently splashed on it was intrinsically cool and different than what everyone else was wearing. Also, because Nike gave it away free, it was a no-brainer for a high school kid to accept the offer.
3. Help Alphas share. Alphas do not seek out other people, but simply go about their business. If you want Betas to pick up on the Alpha trend, you need to put the Alpha in a location where the Betas can be exposed to the idea.
This is where many viral ideas stall. Things that are consumed in private – like deodorant, toothpaste, laundry detergent – may be difficult to share. Things that are consumed in public or with other people – like cell phones, clothing styles, golf clubs – are naturally going to spread virally more quickly. Is your idea something that is naturally shared in public? If not, you have to create those sharing opportunities. That’s why fashion designers are delighted to design a dress for the Oscar nominees who will prance through the event showing off the designer’s work.
Nike knew that the playground was an area where kids hung out and checked each other out. Nike was sure to give them a wide assortment of clothes with flashy colors and dramatic designs. Alphas stood out prominently on the playground in their Nike wear.
4. Give Betas currency. There’s a narrow window of opportunity for Betas to adopt an idea from Alphas. Alphas seek out new experiences. If Betas don’t pick the idea up quickly, the Alpha is soon onto something else.
You don’t need to create sharing opportunities for Betas. Remember that Betas are social creatures, and new ideas are like currency to help them increase their attractiveness. Is your idea “currency”? Andy Sernovitz writes in “Word of Mouth Marketing” there are several reasons a Beta would adopt, and then share further, an idea picked up from an Alpha.
- It makes them appear like an insider/important. “We were at the new Club Monaco, and were invited to the private bars on the third floor. It was unbelievable!”
- It makes them appear knowledgeable. “I heard a rumor that Microsoft is working on an Xbox phone.”
- It makes them entertaining or helpful. “You should switch to Hotmail. They have Linked ID’s now.”
Some marketers make the mistake of trying to seed a viral idea like “This is the most buttery popcorn in the country” or some other marketing slop. Betas don’t share an idea to help you increase sales. Betas are more likely to share an idea not directly related to your marketing messages. So put your message framework aside and give Betas something INTERESTING to share.
When it became available in China, kids wanted to be the first to wear the popular Nike clothing. It made them appear to be one of the lucky few who could get their hands on Nike gear, and their friends were impressed and envious, asking them many questions. Betas are motivated by opportunities to enhance their image with their peers, so wanted to wear the Nike gear as often as possible.
Now it’s your turn
1. Who are your Alphas? Your Betas?
2. Is your idea new, better, different enough to be adopted by Alphas?
3. How are you helping Alphas expose their ideas to Betas?
4. What value does the Beta get out of sharing that idea further?
If you can answer these four questions, you can increase the dependability of your viral marketing efforts. It’s not luck; it’s science. And it works. As Nike says: Just Do It.
Posted by brucegab 
