Readers,
Here’s an imaginative message from Port Orchard social-media
marketer and certified public accountant on how to make your
Internet message go viral. — Rachel Pritchett
By Steve Johnson
Online, V is for VIRAL!
Whenever I bring up the V word – Viral, it seems most people
jump back or just fall asleep. Too geeky! Too arcane! (look it up)
“Steve, this hurts my poor little old head!”
Yeah? Whatever. Can’t help ya.
Viral is about one thing, at least in the Internet space.
Something that has built and/or lost people fortunes for a very
long time. Perhaps as far back as ancient Sumeria:
WORD OF MOUTH
Today, that exact-same process can be articulated or otherwise
translated into several different disguises. Some of them are
obvious. Some, less so.
Here are a few:
1. Emailing someone about something
2. Instant Messaging someone using a modern IM service
3. Texting someone via SMS
4. Calling someone on the phone
5. Calling someone via IM service or Voice Over IP
6. Updating a Facebook page
7. Tweeting about something
8. Blogging about something
9. Making a video about something
10. Adding a WikiHow entry about something
11. Posting in a forum about something
Ok, you get the message. The digital “zeroes and ones”
equivalent of ancient Sumerian word-of-mouth advertising invades
every nook, cranny, and fiber of our very being these days.
So what? How does this mean anything to MY problems, MY
business, MY financial balance sheet, MY standard of living?
Glad you asked!
If you get this one right, you are on your way to a charmed
life. The stuff of legends. One that the KINGS and QUEENS of entire
countries, continents and religions down through the millenia would
have given their left uh, appendage (or egg) for. 🙂 Is that clear
enough for ya, Homer?
Before I discuss specifics, a word about one key ingredient.
QUALITY
It doesn’t matter what the power of the medium is if you screw this
one up. It’s going to go POOF and be kicked to some far corner of
the Internet’s massive hard drive. Buh Bye! Nice knowin ya!
Remember, there are about a billion people competing for the
English content space, and you are just one person. Even your team
is still likely to be just one drop in a massive proverbial
bucket…unless you adopt the quality and differentiation mantra.
Just be better than everyone else.
Ok, so for the specific attributes that turn content into a
VIRAL MONSTER, think about how your piece stacks up in these
areas:
Humor (arguably the most viral of all
attributes – partly due to supply – or lack thereof)
Sex (never ever discount this one! EVER! (did I
say that loudly enough?)
Controversy (humans are gabbers and love to
“talk amongst themselves” (Mike Myers, Sat Night Live)
Offbeat (if it’s odd enough, or daring, or just
plain sick or surreal)
Political (partly because of that humor thang –
is any political stuff really serious? ROFL)
Religion (see humor and controversy)
Money and Wealth (could easily be first – humans
can’t resist this one)
When you put your blue ocean thinking hat on and keep the above
attributes in mind even before you develop your content, an unusual
and yummy thing begins to happen – buzz. jabber. and, umm, TRAFFIC!
oooh…. ( “Honey! (bellowing) Have you seen my Ferrari dealer’s
number? I can’t find it!” )
Steve Johnson is CPA, admitted techie nutter and advanced social
media and attraction marketer. Based in Manchester, WA on the
beautiful Olympic Peninsula, his company, The Ardvark Group, Inc
teaches marketing organizations large and small the fine art and
science of virtual empire development.