Monitoring and Measuring Viral Buzz Part 1
How do you measure the virality of a buzz? Is there such a possibility? Of course we can look at the number of times a video on YouTube was viewed, the number of times a sponsored tweet was retweeted, or a sponsored blog post commented and shared, but how can you truly measure that a viral campaign’s outcomes aligned with your objectives?
You’re probably expecting a Top 10 list detailing the list of top questions to ask yourself when evaluating a viral social media campaign, right? A one-size-fits-all, viral marketing for dummies.
But if it were that easy, why wouldn’t all videos on YouTube be top viral videos? Why wouldn’t all social media campaigns catch on like wildfire?
We’d like to present, then, a series of 4 different possible brand profiles. Four different ways of using social media, according to how the brands viewed themselves and their goals. While this is meant in no way to be an end-all guide to brands and how they should use social media, we prefer it remain as a reference of best practices for brands that could have seen themselves in their place.
To kick the series off, we present to you brand profile number one:
The Boring Brand
i.e. We’re sure you can’t wait to get home to share pictures of your new blender with your friends on Flickr. Oh wait. That’s right. There’s nothing inherently exciting or sexy or cool about a blender, so why would you evenr want to share with your friends that you got a new blender.
Blendtech changed how we saw “boring” brands by making the ordinary blender into a buzzable, sharable, and resendable “social item”. Some of the most popular Will it Blend videos, like the iPhone have received over 8.5 million views!
Compare the Market is a well-known company in the UK that allows Internet users to compare cheap car assurance policies. They noticed a stagnation in visitor rates, however, and decided to investigate into what the problem was. They quickly discovered that people were often typing compare the meerkat into Google to find them. That’s right.
Compare the market became… Compare the meerkat.
By paying attention to what people were saying about them instead of how they wanted to be found, a car insurance company – not very buzzworthy, at first glance – became a company that was fun for people to look for. They invented a meerkat character Alexandre Orlov Now known not only for his very own Facebook page but also for his videos on YouTube, including a most recent “bloopers” version.
One question that often reoccurs is : What do I do if no one is talking about my brand?
Find out what they are talking about. Find out what people are saying about your competitors, your sector, or your industry.
Brands can be what you make of them.
If Volvo can prove to us that it’s fun to recycle and to take the stairs, all in an effort to promote environmentally-healthy living, then brands have a new challenge to create fun social media campaigns and listen to the results.