"Word of Mouth" or "Viral"? Inspirations from "Word Of Mouth Marketing" by Andy Sernovitz

Recently on a trip to Thailand I was fortunate to pick up a copy of Word Of Mouth Marketing by Andy Sernovitz.

Apart from the author's surname this book is easy reading for anyone interested in word of mouth marketing. Although not tailored to social and digital media, the fundamental ideas it presents are surprisingly applicable to the online world.

Without attempting to republish the book, I thought I would share some of the interesting (albeit often straightforward) concepts Sernovitz raises presented in the context of viral media.

One of the best points Sernovitz makes comes early in the book where he discusses how social networking sites are an extension of friendships, and are therefore guided and regulated by the same rules. Trust, respect and honesty are just as valid (if not more so) in digital relationships as they are in real life. He also addresses how YouTube, Metacafe and other video streaming sites are as much a conversation as they are a screen, and only videos with earned trust and respect are forwarded on or talked about.

This is an issue I've seen countless brands fall into the trap of. Without an understanding of the paradigm shift from an aging culture of viewing to a contemporary culture of searching, brands too often seem to assume "if we post it, they will come". This simply isn't the case, irrespective of how expensive the production budget was or how big the media buying budget is. It is the conversational side of these sites, the basic interaction of running commentary (although less glossy in execution and far more simplistic in presentation) that is their real heart and source of popularity. I feel this is too often overlooked or ignored in online media campaigns, and that by saying "it's on YouTube" media strategists feel (falsely) that the job is done.

Even worse, I've seen companies embark on a shilling campaign (shilling is the term used to describe a company posing as a customer) in a poorly cloaked attempt to incite sales of their product via the comments section of these sites. Such action shows a complete misunderstanding of the social system YouTube and the likes are build on, and this ignorance of culture can only have a negative effect on brand image to the savvy constituents of these online communities.

Sernovitz also outlines four rules for what makes something most likely to be passed on via word of mouth in broader marketing terms. I found this interesting to read as quantifying success for viral media is certainly a guessing game at best. What tips one video into the realm of "viral" whilst another remains behind is hardly a science, but I feel the author has done well to focus on a succinct and core set of rules for viral video that appears all-encompassing:

1. Be interesting - No one talks about anything boring so do something/anything special
2. Make people happy - viral media is rarely depressing. Thrill/excite your audience!
3. Earn trust and respect - Making people proud to be associated with your video is most of the battle.
4. Make it easy - People are lazy, so make passing the video on as simple as possible.

These four rules give a good structure for anyone thinking of implementing an online viral media campaign and set a framework that, although not ensuring success, certainly improves your chances.

Beyond the constitution of the content you create, Sernovitz analyses the mechanisms by which viral video can spread as far and wide as cyberly possible. Whilst again there is hardly any new reading here, Sernovitz does well to make his points clear and simple. Below I have amended what he coins "The Five T's" to an online media context.

Specifically:

1. TALKERS - Find people who will talk about you (your digital evangelists).
2. TOPICS - Give people a reason to talk. It starts with a message that can spread, no matter how stupid the message is (look at your inbox for proof).
3. TOOLS - Help spread the message on blogs, Twitter and email.
4. TAKE PART - Join the conversations on blogs/Twitter/Facebook. Reply to emails and participate in discussion boards.
5. TRACKING - Measure and understand what people say, and do it regularly!

As I said before, much of this is nothing new and disturbingly elementary, but I feel it important to share my belief that despite the changes in the technology and the ever-increasing connectivity of our societies, many of the fundamentals of our behaviour remain eerily familiar. Grasping the basics of the complex machine that is the internet is crucial to mastering its potential to reach new and expanding audiences.

PS: More information on Word of Mouth Marketing can be found at www.womma.org