Viral Marketing, Link Bait, and Snakes
Web Pro News recently summarized the Link Bait and Viral Search Success session at SES 2006 including Rand Fishkin’s 13 step guide to creating the content (link bait) that drives a viral marketing campaign. Here are the steps:
1: Researching a Sector’s Link-Worthiness
2: Discovery of ‘Big’ Players in Your Field — do a search at Technorati with your keywords.
3: Targeting YDDS (Yahoo!, Digg, Del.icio.us/Popular, Slashdot)
4: Targeting Offline Media
5: Selecting a Content Focus
6: Melding Branding & Viral Elements
7: Targeting Keywords/Search Traffic
8: Look at Examples of ‘Brilliants Ideas’
9: The Value of a ‘Web 2.0′ Look & Feel – “The look and feel oftentimes is critical.”
10: Elements that Encourage Linking
11: Pre-Launch Public Relations
12: Managing Launch Traffic – “Be careful not to be suckered into a debate you don’t really need to be part of.”
13: Continuing to Get Value from Linkbait -”Update it with timely information.”
Through viral marketing you can take advantage of the network effect of the internet and utilize online word-of-mouth in existing social networks (Digg.com, Del.icio.us). The goal of viral marketing is to increase brand awareness or generate buzz through online word-of-mouth (blogs) which is much cheaper and perceived as more credible than traditional advertising methods.
One recent example of how viral the blogosphere has become is the wildly popular, yet unreleased, movie Snakes on a Plane. In part due to the absurdly appealing title and ridiculous plot line, Snakes on a Plane has generated unprecedented internet buzz mainly through blogs. New Line Cinema even ordered a re-shoot to add scenes based on fan suggestions and an internet trailer spoof – user generated content has made its way to the big screen.
Check out our online video tutorials for more information on how to track your brand and the conversation surrounding it through resources such as Newsgator, Technorati and Del.icio.us.
BrandonSings:
Room_214:
Hello_BenHere:
MattAt214:
jo_rogel:
runquatro:
ElyseHeslin:
JamesOClark:
JasonCormier:
peterahall: