Have you seen the number of buzz words around social media and viral campaigns lately? In response to that, I had to come back on this topic during the E-com event in Geneva. But first why?
Viral marketing is not a trend
Of course it isn’t. We see great examples of brands running campaigns that are loaded with views, comments and engagement. But yet, how many brands locally comes to an agency asking for being viral?
You just don’t ask that. It is a thought process, with a tailored mechanism to build growth for your brand. Will that be a positive or negative buzz to it who knows but you are standing true to your concept and are willing to adjust it.
See, this is what you don’t have when a campaign runs. you don’t have the struggles, the brainstorming, the fallback ideas and everything around to compensate for a bad run.
Be ready for a long conversation
I guess one the of first thing worth mentioning is that online, especially on social networks, whatever you are starting will stay on. If you aren’t ready for this, don’t start that fire. Even worse, if you are not ready to get burn don’t come close to it at all.
The brands who are jumping on these tactics are mature, well funded and organised. Of course, you always have that example of a firefighter saving a cat and running worldwide but let’s agree that in business, luck is a variable that we shouldn’t count on and memes, especially the ones using cats, are excluded from any presentations.
Listening before talking
As much as you can, map out your online landscape. It is great to look for high reach all the time, but usually, it comes with a cost, and it comes with a higher risk. Micro-influencers are a great way to start and could be a good cushion to absorb your initial mistakes as a brand.
Get clear on what do you expect as KPIs
Let’s talk business a second. If you are not engaging to move the needle of your sales, or at least positioning your brand, then stop right now.
Even if you are a charity, you have to compute some performance metrics to your activities and no this isn’t just a visit or a follow we seek.
You have to build a scorecard that includes metrics from either reputation, sales, market share, top in mind… anything valuable to your brand.
Will having more followers means you are better? Not sure depends on your engagement. Will have a high level of engagement good enough, again depends on the context.
Also, don’t forget about putting goals. How often we see great scorecards and they stay on trial mode for years…
Of course, easier said than done. That’s why I also recommend defining your own path and the best is to fail. These above are just tips. I’d be happy to learn more on your own experience as well so that we can all learn collectively.
If you have to walk away with one principle: influence is not equal to visibility and vice-versa. You can mechanically induce one-another, but it is hard work.
Good luck trying to match those viral cats performance!