The importance of accuracy in viral spread
When starting campaigns, trying to ignite a viral spread, exposing people to the (supposedly) viral agent is the first step. It is important to get people to pay attention. Today, this isn’t easy.
As the title or headline of some content often creates the first impression, the first step is to create a title that spurs [...]
Online activities that create offline “wow”
More and more businesses are noticing how social media is transforming the media landscape, shifting more and more power to consumers. A lot of businesses realize they should probably have some kind of prescence. Some give it a try. A few are really successful.
We will se more and more of this, more trying and incresing [...]
Using strong and weak ties in viral campaigns
This January I was pretty impressed by the new thinking CP&B did with the campaign Whopper Sacrifice. I am not talking about the morality in dropping friends on Facebook to get a free Whopper. What impressed me was that it was the first time I saw (or at least reflected on) anyone actively taking advantage [...]
A recipe for customer service
Recent events have shown, once again, the importance of good customer service. As consumers now can fight back, companies have yet another incentive to provide good customer service - to prevent viral spread of consumer rants on the Internet.
Truth is, people are pretty nice. People give companies second chances. People want to like the companies [...]
United Airlines in trouble
I’m back from vacation, going through my reader, and as I still haven’t gone through it all, this might be repetition for some. Sorry about that.
From what I’ve noticed, United Airlines is in trouble, as they break guitars. Dave Carroll, disgruntled customer, and singer in Sons of Maxwell, spent nine months trying to get compensation [...]
The next level of viral marketing
I have previously written about Fixed and flexible networks.
By “flexible networks” I mean the kind of networks we have around us where we chose who will be included depending on the situation. For example, if we want to know something about a product we are thinking of buying, we ask people we will be [...]
Be a grizzly
“If you’re going to be a bear, be a Grizzly.”
Something Dan Heath, author of the great book “Made to Stick” said on The Fire Sessions 2009. Read it all on Brains On Fire. Really good!
SlapChop infomercial goes viral
It’s really funny to see what happens sometimes when a commercial is taken online. Now, it doesn’t have to be an amazing commercial or anything. Something like the SlapChop (unless you have enormous amounts of time, just give it some 20 seconds - it’s like any average infomercial):
Not particularly interesting is it? But, then a [...]
What you measure influences how much word of mouth you get
It is interesting to see how different rules within businesses shape the way people within them behave. It is even more interesting to see how what these result in over time.
Even though they might have a short term benefit, rules and incentives can hinder a business on a longer perspective. The boundaries an employee has [...]
How to get word of mouth from non-customers
The way customers are treated isn’t always the way you’d wish is was.
Sometimes it’s the wrong person in the wrong place. Sometimes it is strict rules about what you can or are allowed to do as employee. And sometimes it’s just a crass focus on costs. The reasons can be many, but the results are [...]