Social Networks and Viral Marketing (Page 2)
Michael Klusek June 20th, 2006
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iMedia Connection: Social Networks and Viral Marketing (Page 2).
Viral marketing isn’t about products or value in the traditional sense; it’s about trust and fair-exchange and is pyramidal in structure. Here is a graphic representation of the pyramid:
The base is Meskauskas’ four elements of entertainment, utility, palpable reward and uniqueness. The top of the pyramid is success. The more you fill that pyramid with trust and fair-exchange, the greater your chances are for a successful campaign.
The message to companies going down this road is a simple one: make the social value of the exchange more important than what’s being exchanged and your campaign will take off every time.
