Unleashing the Ideavirus



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Unleashing the Ideavirus
191
 www.ideavirus.com
Finally, take a look at the reviews for Big Planet. They have more than 1,000 reviews, but it
turns out that many of them are posted by Big Planet affiliates, looking to profit from
bringing on new users.
Thus, we see one ISP on the road to failure because it appears that they’ve refused to invest
any time, money or training in the way they treat customers. We see one that has used a very
different business model (free) and combined it with excellent quality and customer service,
and we see a third that’s busy paying promiscuous sneezers to spread the word
. What’s your
company doing?
Instead of putting your weakest people into customer service, what would happen if you put
your best there? Instead of asking for reports on how much pain they’re alleviating, why not
let them tell you about how much joy and delight they’re adding to the customer service
experience?
American Express, ordinarily a terrific, data-driven marketer, has gone in almost entirely the
wrong direction on this issue. Every letter and every phone call is designed to reduce costs,
not to increase personal relationship and delight. And with the amplifying power now
available to sneezers, many companies, on the web and off, will either use this as a weapon or
be the victim of it.


Unleashing the Ideavirus
192
 www.ideavirus.com
Step By Step, Ideavirus Tactics:
• Make it virusworthy.
If it’s not worth talking about, it won’t get talked about.
• Identify the hive.
You won’t get the full benefit of the ideavirus until you dominate your hive.
• Expose the idea.
Expose it to the right people, and do whatever you need to do to get those people
deep into the experience of the idea as quickly as possible. Pay them if necessary,
especially at the beginning. NEVER charge for exposure if you can help it.
• Figure out what you want the sneezers to say.
You’ve got to decide what you want the sneezers to say to the population. If you
don’t decide, either they’ll decide for you and say something less than optimal, or
they won’t even bother to spend the time.
• Give the sneezers the tools they need to spread the virus.
After you’ve got a potential sneezer, make it easy for him to spread the idea. Give
him a way to send your idea to someone else with one click. Let me join your
affiliate program in sixty seconds or less. Reward the people I spread the virus to,
so I don’t feel guilty for spreading it.
• Once the consumer has volunteered his attention, get permission.
The goal of the ideavirus marketer is to use the virus to get attention, then to
build a more reliable, permanent chain of communication so that further
enhancements and new viruses can be launched faster and more effectively, under
your control this time.
• Amaze your audience so that they will reinforce the virus and keep it growing.
Where are the Cabbage Patch Kids? Why do some viruses burn out more quickly
than others? The simplest reason is that marketers get greedy and forget that a
short-term virus is not the end of the process, it’s the beginning. By nurturing the
attention you receive, you can build a self reinforcing virus that lasts and lasts and
benefits all involved.
• Admit that few viruses last forever. Embrace the lifecycle of the virus.
Cats
 was a terrific success on Broadway. But even great shows don’t last forever.
By understanding that the needs of the virus change over time (and that the



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