Andrew Foote of Peppercom has some sage advice for firms looking for success with viral video and social media as part of their internet marketing strategy.:
Content is king in this game. More often than not, the quality of viral content takes a backseat to the marketing mandate.
Foote gives examples of how to get it right and how to get it very wrong. Dove's Evolution video was a winner, but their recent Super Bowl Commercial effort sank like a stone under a deluge of negative comments.
The bottom line is that the message has to be exceptional, says Foote. I'd also add the importance of originality, authenticity and relevance. Don't force a viral marketing idea because it sounds cool—make sure it jives with the demographic you're trying to reach
For some reason when we are faced with a new medium we tend to throw all the PR basics out with the bathwater. Social media is very much like live communication - it's not a one-way, top down 'push' medium. You have to understand your sudience and deliver content that works for them.
Yes, it was much less threatening to deiver content in the 'old' ways - no-one was talking back. Social media tools make it possible for your audience to give you instant feedback - they'll let you (and the rest of the world) know, in no uncertain terms, if you get it wrong.
Here are Foote's tips for successul viral video online:
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Website Content Strategy blog: Information about the shifts in media consumption and the use of technology in marketing and PR so business can stay in touch with their rapidly moving audiences.
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