On Social & Viral Marketing / by Jason Nunes

I was recently asked about using social marketing to make branded content more discoverable, and how to use social to foster a deeper level of engagement with a brand. They asked for examples. Here's my off-the-cuff answer with some hemming and hawing of course--what consultant doesn't like to hem and haw?

Can a Brand Go Viral?

This is still kinda a tough one. Despite what you've read everywhere on the web social is still an emerging space, and brands are still trying to figure out how to make it work for them. I think the most effective current strategies are to emulate the things that work for individuals who are creating their own personal brands through their engagement with social. AKA, find someone who is doing something really interesting, and successful, and copy it. One example of this: I have recently seen a campaign in my Tumblr feed by Holiday Inn, which seems to be copying Humans of New York:


Humans shows up in people's feeds because it gets shared, and because they like the page, and then you read them because we love to read about each other, we love each other's stories, we love to see all the ways we're connected. Holiday Inn shows up in people's feeds because they pay to be there. But they're trying to associate their brand with the human story angle, with a dash of upworthy 'we're all in this together', and hope that association sticks. The trouble with this for me is that Humans comes out of one person's passion, and his singular focus doing what he loves to do, whereas the Holiday Inn campaign is obviously cooked up by an ad agency. It doesn't feel honest, because it's trying to sell that you should stay at Holiday Inn by telling these human stories. To me the various Dove campaigns--The Real Beauty Campaign including the Real Beauty Sketches web videos--are still the absolute best when it comes to this kind of thing, because they aren't selling Dove at all. They are asking questions about beauty that women are currently trying to come to terms with--body image, age, etc. That said, there are still tons of critics out there who have all kinds of negative things to say about the campaign. In a post Marshall McLuhan world we just have a hard time trusting big brands to be the keepers of these difficult conversations, or to be the representatives of these values.

How About Mini-Viral?

I think the current challenge with social is that we don't tend to think of it in a targeted way--going viral is the antithesis of targeting after all--but I think there could be another approach, which is to think of mini-communities that you can offer actual value to, and attempt to go viral within that mini-community. Mini-viral? It's not sexy, but one of the things I learned working on a recent project for a company specializing in workplace law is that they are constantly writing very specific blog posts, and articles about changes in workplace law in the different states, and concerning different topics, and then basically giving all that great insight, and information away for free on their blogs, and newsletters. And then of course posting all that to LinkedIn, and Twitter. A series of user interviews led me to understand how much HR professionals, and corporate lawyers eat that stuff up. It's apparently tricky to keep abreast of all the changes in law that affect the workplace--e-cigarettes being one of the things that's changing all over the country right now--and rather than have to read law journals, and court decisions, etc. these lawyers, and HR folks just want someone smart to sum it all up, and tell them how these changes affect them, and the companies they work for. They subscribe to the feeds, and newsletters of the firm I was working for, and then do a morning read of all the new articles that apply to them. They create a relationship with the firm through these articles, and then, when the firm wants to do something a bit more marketing focused--like promote a new event, or conference--that goes in the feed too. The users are more likely to be interested in these events because they already have a relationship with the company, and might even feel a connection to one of the firm's representatives who will attend the event because that person may have authored one of the articles they've read, and found useful. And, of course, the firm continues to showcase their expertise in all aspects of workplace law through these articles, which is marketing in its own right. They are constantly communicating their expertise. I think for a big brand wanting to increase discoverability and engagement the idea would be to offer some kind of actual value to users, like the firm I worked for does. Provide information that that audience can actually use. Identify specific user segments, identify their very real desires (what they aren't getting right now content wise), and then figure out how the brand can provide that information. De-emphasize marketing, make information and analysis the most important thing, and then get these user segments to subscribe to their specific feed, and then, and only then, market events etc. to them sparingly. I think the only other option is to do something like Holliday Inn--figure out the emotional and aspirational messages that the brand is aligned with, and then figure out a fun way to reinforce that alignment through some kind of clever social campaign, like the way YouTube is currently marketing itself as the voice of young women: http://www.tubefilter.com/2014/04/08/youtube-nyc-subway-ads-michelle-phan-bethany-mota-rosanna-pansino/ Or the Dove beauty campaign perhaps. But that's not something that's easy to pull off. To me, the key is always:

  • Figure out who your audience is
  • Try to understand what they want
  • Figure out the simplest, easiest, lowest cost way to give it to them
  • Determine the ways that giving it to them helps meet business goals
  • And then line 'em up