I tend to look at social and viral marketing on a campaign level, evaluating viral marketing campaigns as a whole instead of individual components. For me, viral marketing science is all about figuring out what and how things spread, as opposed to the more general “how communities interact online,” and so the science comes in when various elements are interacting with each other and with the audience.
It is important to note that this does not mean that viral marketing is purely tactical; on the contrary, there is a great deal of strategy present in how these campaigns fit into a brand’s overall marketing mix. The science is in hitting the sweet spot between viral tactical elements and overarching marketing strategy.
The fields I draw from commonly include sociology, neurology, statistics, history, psychology (especially of the evolutionary type), economics, biology and memetics. I also use metaphors, terms and models from epidemiology as tools to help communicate about viral marketing, as these are much more commonly understood.
I see much of the information currently available about social and viral marketing as being comprised of two distinct types: conjecture-driven and data-driven. The former is the majority, a formulation of advice based on anecdotal evidence and “what seems right.” My work with multivariate testing, combined with research from The Tipping Point and Freakonomics, has shown me that the actual data often disproves the conclusions drawn purely from gut-feelings. My efforts have focused on creating content that is backed by facts, not feelings, and falls into the data-driven bucket. I call it viral marketing science.
The first thing that got me thinking about the potential power of scientific viral marketing was, surprisingly, a work of fiction: Neal Stephenson’s Snow Crash. In it, the villain creates a biolingusitic virus based on a prototypical, brain-stem related Sumerian language. He uses the virus to basically enslave a whole bunch of people in a world domination plot.
I also believe that there is plenty of room for art in viral marketing; the creativity, intuition and improvisation involved in a successful campaign often come from a deep understanding of the data involved. But the brute creative genius most people assume is the core of contagious campaigns can make the entire exercise seem like black magic and entirely unpredictable. However, using scientific methods, it is possible for mere mortals to create repeatably viral campaigns.
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March 24th, 2009 at 12:58 pm
I like your reference to The Tipping Point.. Interesting though, you say, “actual data often disproves the conclusions drawn purely from gut-feelings” So I take it you haven’t read Blink? Also by Malcolm Gladwell?
March 24th, 2009 at 2:02 pm
Is this turning into a Malcolm Gladwell debate? Kenny, in Blink, Gladwell also gives several situations where our gut can’t be trusted (just because we LIKE the doctor, doesn’t mean he’s a good doctor). If we look objectively at a short amount of information we have the potential to make an informed decision. With that said, there are a number of personal variables that can skew accurate thin slicing. Bottom line – test. Don’t say with certainty that A or B caused X. And, don’t say for certainty that our guts can or can’t be trusted, I think it depends entirely on the gut.
March 24th, 2009 at 2:03 pm
oh, and Dan… if you’re going to coin “viral marketing science” you should trademark that bitch, too. Interesting subject, we should start an SEO/social book club! lol
March 24th, 2009 at 2:25 pm
@kenny I did read blink, and @rhea, I totally agree with the “bottom line – test” statement.
March 25th, 2009 at 11:13 am
Has anyone tried viral marketing for causes or charities?
I doing a website for one of the Lost Boys of Sudan. He’s committed to helping several thousand children just returned to Sudan after being enslaved for years by the Muslim north.
Any tips?
March 27th, 2009 at 8:31 pm
Understanding the concept and then finally executing the science! I love the Mad scientist picture
April 3rd, 2009 at 4:56 pm
I have never read so much bolloxs in all my life..”fields i draw from… neurology”!! As my grandfather was a top neurosurgeon…i would love him to read this. Think he would agree with me…bollox.
April 4th, 2009 at 9:46 am
Dan,
I really love your blog. The analytical personality and marketer in me loves how you dig deep into what happens, why it happens, and how to use that knowledge to create powerful viral social media campaigns of your own.
Keep writing great content and bringing to light the “science” of how all of this is interconnected.
I always look forward to more.
April 27th, 2009 at 5:35 am
Viral marketing seems to be the norm right now, but as with anything, iot comes down to something as simple as , if you have a good idea, others will want to see it. That simple.