Big Ideas from a Small World

Targeted Viral Seeding.

Posted in Method to the Madness, Shop Talk by Ryan Thomas on April 6, 2009

If you’re seeding viral videos, or spreading your marketing message, one of the keys is to clearly define your targets.

Many an agency today has a policy of dump and pray when it comes to non-traditional offerings. They dump a video onto YouTube, link the hell out of it and hope for the best.

How about instead of DUMP and PRAY we first create a valuable opportunity for taste leaders to break stories.

How about this when crafting a non-traditional digital offering (“viral”). Do it the same way you would a PR piece.

  1. Who are the taste makers most likely to pick up on it?
  2. What element of our story appeals to all these influencers?
  3. Reach out to these taste makers with well crafted and two way communication.  (Remember to be transparent)
  4. Could we spin this story to appeal to a different subgroup of taste makers?
  5. Re-spin and send out secondary wave of outreach.

If all this fails, then you may D&P (Dump and Pray) – or link to unrelated popular YouTube content.

On second thought never do that. Ever.

Just to help you get your viral into the right hands – here is a web trend map of the 333 most influential sties and the 111 most influential Internet people graphed out on the Toyko Subway system.

Get your video onto a station, and it will ride the whole line in one form or another.



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  1. […] DUMP and PRAY? Don’t do that. Tagged with: AdAge, Hotspot Sheild, Hulu no comments yet « […]

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