Unleashing the Ideavirus



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Unleashing the Ideavirus
101
 www.ideavirus.com
Compare this to the Palm virus. Every day, somebody else marches into your office,
declaring their undying love and devotion to his new pocket wonder. And unlike laser
pointers, people who love them keep using them. They persist.
In Gladwell’s terms, the Palm has now tipped in certain hives. So many people are using it so
often that you’re constantly reminded that unless you get one, you’re a loser. It’s the
persistence of the Palm more than any other viral factor that has led to its success.


Unleashing the Ideavirus
102
 www.ideavirus.com
Amplifier
Word of mouth by itself isn’t enough. As discussed earlier, unamplified word of mouth dies
off too soon to be much good to the average business. The goal of a marketer creating an
ideavirus is to create a system that allows the positive word of mouth to be amplified (and
the negative to be damped!).
This simple idea is behind the success of Planetfeedback.com. It’s impossible for me to
understand why any business invited by Planetfeedback to participate would hesitate for even
a moment before signing up.
If a consumer has a complaint or a compliment about a company, she can go to
Planetfeedback and turn it into a letter to the company. Then, with a click, she can have a
copy of the email go to the relevant congressmen, media and regulatory agencies. Another
click can send a copy of the letter to the consumer’s ten closest friends and co-workers.
Instant amplification.
Now, if your company is the target of a complaint, which course of action makes sense? You
could either proactively grab the opportunity to stamp out a negative virus, to turn the
complainer from an angry reporter of bad news into a now-satisfied witness to how much
your company cares, 
or
you could ignore them and hope they’ll go away. Of course, they
won’t go away. They—and the people already infected—will continue to amplify the
message.
Planetfeedback is providing a great service to all parties involved. By taking previously
invisible word of mouth and aggregating it, they’re making it far easier for companies to
understand the viruses that are already being spread, and they’re giving them an opportunity
to do something about them. And yes, they are viruses—ideas that are running amok, being
passed from person to person. At the same time, Planetfeedback gives consumers far more
power, and makes it easier for them to get attention.



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