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10.4 Now What?

Learning Objective

  1. Learn what to do after the campaign goes live.

With a viral campaign flying around the Internet, a company should be ready to capitalize on the benefits of the campaign.

Be Prepared for the Traffic

Anticipate wild success and ensure that the server can cope with the additional traffic. Nothing will kill a campaign faster than it being unavailable, and this has happened countless times.

Ensure that all parties know about the viral marketing campaign so that they can be prepared for any feedback that arises from this. If there is a cryptic element involved, or information that should not be released, ensure that all employees know about this.

If the campaign is to increase sales, be sure that there is sufficient stock in place.

Start Relationships

With millions of people being exposed to a brand, a company should plan to make the most of this first contact. As well providing all the tools to send a campaign on, a well-planned campaign will also ask their audience permission to keep in touch with them. Build on the nature of the campaign and ensure that future communications are not far removed from the viral campaign.

Prepare a Marketing Success Report

Consider the additional traffic and traction if the campaign becomes a case study, archived and accessed by marketers, journalists, and other interested parties. Make the most of this additional latent traffic avenue by preparing useful case studies, screenshots, and contact details. Even though the viral marketing campaign may be over, make sure it appears in online conversations and continues to generate traffic and links for your company.

If possible, keep relevant Web sites up and running and games still available once a campaign has finished.

Getting It Wrong: Astroturfing

AstroturfingCovert and manipulative use of word of mouth. refers to parties trying to manipulate word of mouth and comes from the term “grassroots campaigning.” Sometimes referred to as “stealth marketing,” it can also be a viral campaign killer.

Astroturfing usually occurs in the seeding period of a campaign. Employees may use fake names to try to seedThe process of initiating a viral campaign through strategic online placement. a campaign on forums, in blog comments, and through services such as Digg (http://www.digg.com). Communities are quick to pick up on false commentary, and this can be disastrous for a campaign. As with all social media interactions, transparency and authenticity can be far better for traction.

Key Takeaways

  • If a viral campaign takes off, it may produce a lot of traffic to the advertiser’s Web site. The advertiser needs to be prepared for this increase.
  • Companies should plan to make the most of the first contact with potential customers. A well-planned campaign will ask their audience for permission to keep in touch with them.
  • A marketing success report is good idea, as online conversations continue to generate traffic and links to a company’s site.
  • Astroturfing is not considered a best practice in viral marketing. Users can see through this type of marketing very easily.

Exercises

  1. Why is transparency so important in viral marketing?
  2. What effects can seeding have on a campaign?