One of my favourite authors, Seth Godin says, "Ideas that are spreading, have a greater chance of success than those who do not spread." He called them "Ideas viruses".
How does the idea overspread like a virus?
People who distribute and support the idea are crucial for the success of your product. They are fascinated by your products and offer them to their surroundings - colleagues, friends, family, ... In his book "Purple Cow" Godin calls them "laying".
How to find these people and get them to "lay"?
The first most important thing is to define the market for which your product will be created. You should focus on one market niche. Do not create a product for everyone, because this will be the product for no one. This is the way to attract experts in your goods and services. And just what are the people who will spread the idea.
When you accommodate yourself at the niche, split a small part of it. This part should be from people who like your product. Now is the time to start the viral campaign.
How to tell which idea has a chance to become viral?
It is difficult to tell whether your marketing idea for a viral campaign will succeed. There is a way that will help you separate the winners from potentially insecure. You will have to answer the following questions:
- How easy will it be circulated?
- How often will be shared with their friends?
- What is the relationship between the group of friends? How often communicate between them?
- How strong is the trust between them?
- What is the reputation of people who spread the idea?
- What is the assumed persistence to the idea of time?
After you pass your ideas through questions, you will know what is and what not.
In the next video, you will see how Greenpeace lets the spirit out of the bottle and succeeded in fascinating the people. In the video Alexis Ohanian speaks to the audience at TED about the big secret - how to cause a sensation on the Internet.
You will also find out how to make your "Buzz" campaign maximum successful. Watch the video! It is only four minutes.
Fortunately, in this case Greenpeace won, although not in the way they wish. :)