Viral marketing; then and now

Do you remember the first piece of viral communication you received?

Because I do -- well, the first, truly notable pieces anyway.  Sure, there were chain emails, quizzes and video attachments that found their way into my first email account on AOL. But there are two that stand out for me, and they were both a (relatively) long time ago.

1. "All Your Base Are Belong to Us." (2000-2002)

This video is still so awesome that I actually re-watch it on occasion. And when I make references to this meme, without fail, more people recognize the references than I ever intend. (Can you imagine a meme like this lasting a full two years?)

2. "Subservient Chicken" (~2005)

Although a few years after "All Your Base", Crispin, Porter + Bogulsky's project for Burger King ushered in a new era of marketing. It was the first time marketers recognized word of mouth as a marketing tool. And it was cheap. They rushed to make their own viral videos, with a few wins and more losses. The videos were creative, funny and maybe even non-PC.

So why didn't they take off?  Because those marketers were playing in a very different social climate. Today, a couple of clicks share content on Facebook and YouTube. RSS and twitter prolong the relevance of blog posts about your video or site.  The concept and belief in sharing has never been more accepted (and deemed essential) by marketers and now, there's a rush to get involved in the conversation.

As a result, the term "viral" has evolved.  Marketers no longer issue "viral" content.  They issue lightly branded entertainment or leak information through social media channels, hoping the word will spread through influencers.  This isn't a bad strategy...assuming the content is actually good.

Meanwhile, truly viral communications -- videos like the Dancing Man and JK Wedding Dance -- are organic successes.  The content is good enough that people want to share it.

As a marketer and communicator, it's easy to get caught up in the social media formula that everyone else is using. Converse with your customers and leads, ask for product feedback, give them a chance to participate, don't sell too hard.  But here's the problem: Conversation doesn't replace creativity.  If that's all you are bringing to your customers, it's a cop out.  Consumers don't respect an organization just for being nice and conversational, especially if it's just following the same formula as every other brand trying out social.  Consumers are still looking for creativity, because it reflects innovation, progress and leadership.

Before you start the conversation, you have to bring something to the table beyond just words and engagement.  To use an overused phrase, "talk is cheap."  Make sure you message or brand comes with a reason for people to talk back.