Clients who use the V-word

Memo to clients:

You are scaring me with your increasing use of the word “viral”. You like the way it sounds. I do too, but you can't have your cake and eat it too.

You realize that viral means people are talking about you/your company/product/issue and passing on the information. But, you’re not totally comfortable letting people just talk in fear of what can be said.

Just like high yield investments, the bigger the risk (open dialogue), the bigger the potential reward (discussion on your topic and all the peer-to-peer credibility that comes with it!). Perhaps the social media world needs a term akin to a “sophisticated investor” that refers to personal and professional brands that can withstand a few online punches.

My perspective is that companies should start with baby steps: a blogger campaign, integrating videos, integrating social networks, etc. These can be combined with more traditional media relations and marketing. You’ll be surprised how quickly you gain confidence both in the public’s ability to generate meaningful discussion and their ability to stand up for your brand when its credibly is being threatened.

Social Media Survey

This is an interesting survey on attitudes and behaviours with respect to social media and word of mouth, specifically those of Canadians. It takes about 10-15 minutes to fill out and as I hear any results of interest I will post them here. Just going through the survey is an education on the breadth of this emerging industry.

Some results have already been highlighted. Here are a few answers responding to the question of what are the top ways to get it wrong with word of mouth marketing.

Not creating two-way dialogue 51.2%
Lying about identity i.e. fake blogging 51.2%
Not building it over time 7.3%

Click here for the full list .

Setting an Example Lots of Ways

IABC's Communicator lead me to the award-winning 'Lots of Ways' campaign created for the Nova Scotia Liquor Corporation (NSLC).

Lots of Ways promoted social responsibility. To connect with its audience, the campaign created three fictional, entertaining entrepreneurs who could provide a ride home after a night on the town: Burly Joe's Piggyback rides; Wheelbarrow Wilie; and Donnie's Donkeys.

The campaign's success is in large part because of their holistic marketing approach. Multiple communication vehicles with a wide variety of brand-building elements from t-shirt give-a-ways for playing a video game (that reminds me of Frogger – a game that tells you how old I am!) to a video contest for a Sony MPEG4 Net Sharing Camcorder.

I love the idea of getting to know each character through the various online videos, blogs and jingles. The connection to these characters was then expanded using print and radio advertising, soundboards mounted in washrooms in bars and restaurants, Facebook, downloadable ring tones, business cards, etc.

Each communications vehicle kept the message consistent: There are lots of ways to get home safely, all you need is one.

Partnering with important stakeholders such as the RCMP, CAA, and the cell phone service #TAXI added an important educational element, legitimacy, and, I imagine, additional promotional avenues.

According to the IABC article, website traffic for the six-week holiday period was 75,000 hits, almost 6,000 contest entries and the distribution of 100,000 #TAXI key tags at NSLC retail stores.


I am very curious about the budget allocated for this project. While well worth it, resources need to be high when you use traditional marketing to augment a social campaign, something I am finding more and more important in getting a campaign to stand out among so many competing sites today. Congratulations Lots of Ways for your 22 awards and counting!