I struggle to think of ways to apply this to marketing the services of my web agency, OptimWise. Other small businesses will likely have the same challenge applying the lessons. Godin explains how to go beyond word of mouth to spreading an "ideavirus": a big idea that runs amok across the target audience; a fashionable idea that propagates through a section of the population, teaching, changing, and influencing everyone it touches. Godin frequently cites Hotmail as an example of an ideavirus. Hotmail offered free email, which attracted attention, but it really became an ideavirus because every email included an ad for Hotmail in the email signature.
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I struggle to think of ways to apply this to marketing the services of my web agency, OptimWise. Other small businesses will likely have the same challenge applying the lessons. Godin explains how to go beyond word of mouth to spreading an "ideavirus": a big idea that runs amok across the target audience; a fashionable idea that propagates through a section of the population, teaching, changing, and influencing everyone it touches.
Godin frequently cites Hotmail as an example of an ideavirus. Hotmail offered free email, which attracted attention, but it really became an ideavirus because every email included an ad for Hotmail in the email signature. It also helped that Hotmail worked smoothly; it was easy to sign up and use. Ideavirus Sequence 1. Invent a virus-worthy idea 2. Make it smooth and persistent 3. Incent powerful sneezers 4. Get their permission to follow up Notes Consumers actively resist marketing, so stop marketing at them.
Create an environment where consumers market to each other. Marketing is about spreading ideas. Concentrate the message. You must dominate and amaze your target group. Focus obsessively on a geographic, demographic, or psychographic group. Word of mouth tends to be slower, more analog, and quicker to die off than ideavirus. Give people a reason to listen, then create an infrastructure that amplifies their ability to spread word of mouth.
Primary goal of a product or service is not just to satisfy needs of one user. It must be so cool and productive that consumer tells 5 friends. Start by "paying" users to spread ideavirus, and when you reach critical mass, start charging for it.
In viral marketing, the medium carries the message. The more people use it, the more the ideavirus spreads. Examples: Hotmail, VW Beetle, online affiliate programs. Viral marketing requires that product is communication-focused, or very public. Rewards go to first, fastest, coolest, very best. You must be brave and bold in creation of products and services. To get permission to start an ongoing dialog with the user about your products and their needs, create an ideavirus.
Create products so dynamic and virus-worthy that you earn attention and permission. What to do with website visitors: 1. Get permission to follow up. Make it easy for them to learn why they should embrace your idea over time. Make as many supporting manifestos available as possible, to turn consumers from skeptics into converts. Show endorsements, press reviews, criticisms and common objections. Make it easy for consumers to spread ideavirus by providing a multitude of "tell a friend" tools and rewards for spreading word.
Try to convert your idea into a virus that has to do with communication. Best is an actual communication tool. Inventing words or musical concepts can work too. Find powerful sneezers and beg, cajole, bribe them to use tool. Very outdated for anyone reading it in the last 10 years but still as affective and important. Sep 20, Jonyleo rated it really liked it Treat a product or service like a human or computer virus, contends online promotion specialist Seth Godin, and it just might become one.
In Unleashing the Ideavirus, Godin describes ways to set any viable commercial concept loose among those who are most likely to catch it--and then stand aside as these recipients become infected and pass it on to others who might do the same. Taking up where his previous book Permission Marketing left off, Godin explains in great detail how ideaviruses have been launched by companies such as Napster, Blue Mountain Arts, GeoCities, and Hotmail. He also describes "sneezers" influential people who spread them , "hives" populations most willing to receive them , and "smoothness" the ease with which sneezers can transmit them throughout a hive.
In all, an infectious and highly recommended read.
LIBERANDO LOS IDEAVIRUS PDF
Dikazahn English Choose a language for shopping. Would you like to tell us about a lower price? Yet, as he goes on to show convincingly, that which is obvious has rarely been practiced. Counter to traditional marketing wisdom, which tries to count, measure, and manipulate the spread of information, Seth Godin argues that the information can spread most effectively from customer to customer, rather than from jdeavirus to customer. Godin calls this powerful customer-to- customer dialogue the ideavirus, and cheerfully eggs marketers on to create an environment where their ideas can replicate and spread.
LIBERANDO LOS IDEAVIRUS
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