Anatomy of a buzz
The anatomy of a well designed social media buzz is interestingly
close to the anatomy of a virus – hence “viral marketing”.
CONTENT: You take some important piece of content. That is what is carried around. Make sure it is well structured so it won;t be altered, misunderstood etc.
BASE: Your content need a connection to the base, your social presence, otherwise it floats around and may not even know what is going on.
HOST STICKINESS: You will need hosts for each information “virus”. The message and the campaign need to have some stickiness so it stays with a host for a while and can reproduce there.
Make sure you have enough ‘fuel” so your campaign is starving down the road or exhaust to early. The best way is to point back to the base so that it can be refueled.
Ensure a strong and well protected (managed) presence. Every refueling process needs support and energy. Fuel and refuel the hosts so the virus can continue to reproduce and spread further. Don’t worry to much about mutation – it will happen anyway.
Package some attraction with your initiative. Rewards, recognition, attention, fun…. Support the presence of your hosts. You may have hundreds of hosts if not more :)
Put a buzz to work
Now let’s put this all into a workable social media action plan. You will see it life on Thursday at our Buzz & Awareness Creation event. We will post the details in one of the next posts too.
Creating a buzz isn’t the easiest thing in the world but it is definitely no magic. We will share some of the secrets.