A 12-step Viral Marketing Strategy - and when not to use Viral tactics

[mandy]

A 12-step viral marketing strategy:

Viral Marketing Strategies: Launching the Viral
With an innovative concept in place, most of the remainder of a viral marketing campaign is a matter of facilitating the spread of the message through as many avenues as possible. Here are some of the viral marketing strategies we employed.

  1. Search engines. Search engines are a great source of visitors. We did keyword research on the main web page of the campaign as well as this article and optimized the text for both pages.
  2. Campaign Blog. We thought people might be interested to read about the details as the AIDS Clickathon progresses, so we created an AIDS Clickathon blog for that purpose. It’s integrated with an RSS feed, social bookmarking links, Technorati, and MyBlogLog.
  3. MySpace. MySpace is the largest social networking site in the world, so we created a MySpace profile for the campaign...

full article: http://www.marketingpilgrim.com/2007/04/...frica.html

Analysis of why viral marketing didn't work for the AIDS Clickathon campaign:

The AIDS Clickathon MySpace page currently has 66 friends – not nearly enough to raise some serious green. Barack Obama's MySpace page hauled in thousands of friends in a matter of months.

But just 66 people cared enough to make a few clicks (that's all it was really, they weren't asking for money directly). So what gives?

Paul's main theory is that it was too heavy a subject. It may be that viral marketing doesn't work if the subject matter isn't "funny or outrageous," as Steinbrueck put it...

full article: http://www.webpronews.com/insiderreports...oesnt-work