Viral Marketing sounds like something bad but it is
actually something very good. It is, also, a powerful way
to generate traffic to your website.
Think about how a virus spreads from one person to another.
One person gets sick and just by sneezing they can give the
virus to many more people… those people get sick and share
their germs with everyone they know and the next thing
anybody knows is that there is an epidemic. That is the
very concept of viral marketing.
The idea is to get everyone to spread your marketing
message around because they want to. Now let's look at
using an "folksonomies" in your viral marketing campaign.
A new consumer phenomenon is called "tagging" or
"folksonomies" (short for folks and taxonomy).Tagging is
powerful because consumers are creating an organizational
structure for online content.
Folksonomies not only enable people to file away content
under tags, but, even better, share it with others by
filing it under a global taxonomy that they created.
Here's how tagging works. Using sites such as del.icio.us -
a bookmark sharing site - and Flickr - a photo sharing site
- consumers are collaborating on categorizing online
content under certain keywords, or tags.
For instance, an individual can post photographs of their
iPod on Flickr and file it under the tag "iPod."
These images are now not only visible under the individual
user's iPod tag but also under the community iPod tag that
displays all images consumers are generating and filing
under the keyword.
Right now Flickr has more than 3,500 photos that are
labeled "iPod."
Tagging is catching on because it is a natural complement
to search. Type the word "blogs" into Google and it can't
tell if you are searching for information about how to
launch a blog, how to read blogs, or just what.
Large and small sites alike are already getting on to the
folksonomy train. They are rolling out tag-like structures
to help users more easily locate content that's relevant to
them.
Although tags are far from perfect, marketers should,
nevertheless, be using them to keep a finger on the pulse
of the American public.
Start subscribing to RSS feeds to monitor how consumers are
tagging information related to your product, service,
company or space. These are living focus groups that are
available for free, 24/7.
Folksonomy sites can be also be carefully used to unleash
viral marketing campaigns - with a caveat. Marketers should
be transparent in who they are, why they are posting the
link/photos and avoid spamming the services.
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