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As given at the 30th Annual Association of Alternative Newsweeklies Convention in Portland, OR.
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Viral Marketing?
You
AlBo
LuSam
JoTy
MoElTJ
Viral Marketing!
YOU
Cody
Tim
Jessi
Stella
Lu
Jon
PJ
Pat
Viral Marketing• It isn’t about
– One way messages– Traditional media
– CONTROL!
• It’s about– Conversations– Consultancies
– COMMITMENT!
Benefits of Conversations• To You:
– Increased interest and trust in your newspaper
– Enhanced reader loyalty
– Reduced marketing expenses
– Brings in new readers
• To Your Readers– Empowers readers
to express opinions, ideas, creativity
– Provides a community
– Readers are viewed by others as experts
The Six ‘I’s of vIral marketing
• Itemize
• Identify
• Invite
• Inform
• Incentivize
• re-Inforce
Itemize: Goal Setting• Set specific goals for your viral efforts
– Hard copy circulation– Internet circulation/hits
• Time spent on specific sections• Click through
– Advertiser measures– ??
Identify: Find people to ask to join the conversation
• Letters to the editor
• Polls: online and offline
• Send article to a friend
• Announcements in the newspapers
• Advertiser or other partner lists
Invite: ask readers to be part of the conversation
• Announcements in Paper
• Web site links
Inform with Information• Give your advocates something to talk
about– Ideas coming up
• Encourage them to share information– Ask them!– “Send to friend” links
Inform: Enewsletters• Sneak peaks for next issue
• Interviews with writers: how they got that story
• Follow ups to popular stories
• Letters to the Editor with responses
• Send to a friend link
Inform: Podcasts• Interviews/selections from musical groups
with upcoming concerts• Interviews with Local Politicians on ‘hot
topics’• Advertiser podcasts on trends, new products• Event Organizer interviews/announcements• Send to a friend link
Inform: Blog Ideas• Editor and publisher blogs• Advertiser co-op blogs• Writers
– Music– Politics– Fashion
Inform: CGM• Ask readers to create part of the content
– More letters to the editor– Reviews: restaurants, music, movies books
etc a la amazon– Consumer generated media: videos,
music?– Send to friend links
Inform: Space• Provide space for this interaction
– Blogs– Podcasts– Videos– Message boards
Incentivize: Rewards• Thank people who participate
– Web registration– Send to friend tracking
• Monetary rewards– Random drawings– Contests– Co-op with advertisers– Random drawing for tickets
• Recognition– Reader advisory panel– Reader of the week
Re-Inforce• Measure and track results based on
initial goals
• Personal emails on a random bass
• Message Board commentary
• Continual Feedback Loop
Long Term Commitment• Be part of the community
• Keep involved in the conversations
• Involve others in the process– Employees– Advertisers– Community Partners
Be Brave!• Give up control
• Encourage open conversations
• Be ready for criticism
• React and respond to issues
• Communicate any changes
Keep Me Posted!• I’d love to hear what happens.
• Email me: [email protected]
• Or visit: www.underdognetwork.com– A community for small businesses
