Comments on: Viral Videos: Pros and Cons http://brainsonfire.com/blog/2007/05/23/viral-videos-pros-and-cons/ Fascinating, Inspiring, Rewarding and Engaging kinded spirits. Fri, 29 Aug 2008 11:23:36 +0000 http://wordpress.org/?v=2.5.1 By: Scourings… at Beanstalk Talk http://brainsonfire.com/blog/2007/05/23/viral-videos-pros-and-cons/#comment-71361 Scourings… at Beanstalk Talk Thu, 07 Jun 2007 22:48:18 +0000 http://brainsonfire.com/blog/viral-videos-pros-and-cons/#comment-71361 [...] Google wants lawyers…Google sees all…Eyes on wheels…Well, not all…noting stuff that lasts…now where are my candy cigarettes?…Convergence marches on…complete transparency in rock n’ roll…when you’re a prop in an ad…music to lodge by…how can I work dental hygiene into a conversation about international policy? Feel the burn...the song from itunes has your name all over it…making the unreal real-er…pretty good, free-range marketing chatter…weighing viral…pedaling PSA Share and Enjoy: These icons link to social bookmarking sites where readers can share and discover new web pages. [...] [...] Google wants lawyers…Google sees all…Eyes on wheels…Well, not all…noting stuff that lasts…now where are my candy cigarettes?…Convergence marches on…complete transparency in rock n’ roll…when you’re a prop in an ad…music to lodge by…how can I work dental hygiene into a conversation about international policy? Feel the burn…the song from itunes has your name all over it…making the unreal real-er…pretty good, free-range marketing chatter…weighing viral…pedaling PSA Share and Enjoy: These icons link to social bookmarking sites where readers can share and discover new web pages. [...]

]]> By: Roger Anderson http://brainsonfire.com/blog/2007/05/23/viral-videos-pros-and-cons/#comment-62793 Roger Anderson Wed, 23 May 2007 14:58:42 +0000 http://brainsonfire.com/blog/viral-videos-pros-and-cons/#comment-62793 A sad truth about fast-moving Viral marketing is that the impression often lasts as long as the spot. All of those great "Dude check it out" emails get a laugh but I can't recall a time when I changed my buying habits because of one. Maybe I did and I didn't connect the two. I think there is a slower moving viral marketing that does last. Simple easy to pass along messages that are consistent with the brand identity. These can have very lasting impressions. In virology terms you can think of it as a virus that stays with the host instead of killing it. These do not spread as quickly but they stay in the population much longer if not indefinitely. I think the slow and steady may not be exciting but long term loyalty can be more rewarding in the end. Great point for discussion. Thanks for bringing it up. A sad truth about fast-moving Viral marketing is that the impression often lasts as long as the spot. All of those great “Dude check it out” emails get a laugh but I can’t recall a time when I changed my buying habits because of one. Maybe I did and I didn’t connect the two.

I think there is a slower moving viral marketing that does last. Simple easy to pass along messages that are consistent with the brand identity. These can have very lasting impressions. In virology terms you can think of it as a virus that stays with the host instead of killing it. These do not spread as quickly but they stay in the population much longer if not indefinitely.

I think the slow and steady may not be exciting but long term loyalty can be more rewarding in the end.

Great point for discussion. Thanks for bringing it up.

]]> By: johnmoore (from Brand Autopsy) http://brainsonfire.com/blog/2007/05/23/viral-videos-pros-and-cons/#comment-62784 johnmoore (from Brand Autopsy) Wed, 23 May 2007 14:40:02 +0000 http://brainsonfire.com/blog/viral-videos-pros-and-cons/#comment-62784 Spike ... the real rub here is that “Marketers do not decided what goes viral -- People Decide.” As the WOMMA definition says, we marketers can only design something interesting enough to get people interested enough to it pass along to others. My simple advice I offer folks on doing anything viral is to “Worry about making different, not viral.” As you spell out, to be different involves assuming some level of risk. The more different we make it, the more risk a brand assumes. Spike … the real rub here is that “Marketers do not decided what goes viral — People Decide.” As the WOMMA definition says, we marketers can only design something interesting enough to get people interested enough to it pass along to others.

My simple advice I offer folks on doing anything viral is to “Worry about making different, not viral.” As you spell out, to be different involves assuming some level of risk. The more different we make it, the more risk a brand assumes.

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