April 26, 2007 Comments
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Sage Lewis offers up some good advice in a column over at Search Engine Watch today. Lewis takes a look at the average pass-rate to find out how likely it is that a viral marketing campaign will last. His post will serve as a bit of a wake up call for small business owners that think they can toss a good idea on their blog and let it go from there.
From his article:
The article goes on to say that since a 1:1 reproduction rate is not realistically attainable, understanding how many percentage points away your campaign is likely to be from the 1:1 rate will help you understand how quickly it will burn out.
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This illustrates that even in the best of altruistic circumstances, viral campaigns will burn out. And it implies that most campaigns with lower rates will, in all likelihood, fan out only one or two generations before burning out.
Lewis suggests that businesses remind themselves that even the good campaigns may not last beyond a couple generations of "pass it on." He goes on to suggest that one way to make sure that a viral campaign has a better chance of success is to do a better job planting the viral seeds.
In other words, stop thinking that telling one person the campaign exists will do it and start putting some time and effort into finding multiple channels to launch the idea through.
Jennifer Laycock is the Editor of Search Engine Guide, an educational web site aimed at translating the search marketing world into something that small business owners can understand. Jennifer specializes in common sense search engine marketing, viral marketing and customer outreach via social media and blogs. A former search marketing consultant and in-house trainer, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children. Her primary clients now are a little girl named Elnora and a little boy named Emmitt.
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