Successful Viral and Word of Mouth Marketing is All About Emotions

The following guest post from Thomas Sharpton of smbZen.com is part five in our series on Getting Word of Mouth Marketing to Work for You. Be sure to check out part one, part two, part three and part four to get caught up!

As though it were some new dance craze, everyone wants their content to ‘go viral.’

And it makes sense; viral marketing has proven to be the most explosive, cost-effective means of building brand awareness.

If I find something interesting and believe you will too, I will naturally share it with you via the myriad communication channels available on the Internet.

When it comes right down to it, viral marketing is really just a form of word-of-mouth, or referral, marketing.  As such, knowledge of the factors that make word of mouth marketing effective can enhance our ability to successfully implement viral marketing campaigns.

Five Elements to Word of Mouth Marketing

According to the Word of Mouth Marketing Association, word of mouth marketing “leverages interpersonal communication between individuals to drive product awareness and growth.” Most word of mouth marketing campaigns consider five elements:

• Educating people about your products and services

• Identifying people most likely to share their opinions

• Providing tools that make it easier to share information

• Studying how, where, and when opinions are being shared

• Listening and responding to supporters, detractors, and neutrals

Viral Marketing and Emotion

This list can serve as a useful viral marketing strategy guide.  Educating individuals and providing sharing tools are certainly necessary to obtain viral distribution, and responding to feedback and identifying proper metrics can facilitate success.

However, one crucial and proven aspect of word of mouth marketing is missing from this traditional list: emotional resonance.

In “Why pass on viral messages? Because they connect emotionally,” researchers from the Kelly School of Business demonstrate that consumers are compelled to share experiences that resonate with them on an emotional level.

When we are presented with something emotionally moving, whether it be humorous, inspiring, or fear inducing, we are enticed to share the experience, more so than the content, with others.  Successful viral distribution thus depends on providing the target audience with both an emotional experience wrapped up in marketing content and the means to share that experience within their social network.

Matching Emotion with Brand

But as is the nature (and often the goal) of marketing, content that elicits an emotional response will serve to tie that emotion to the company’s brand.  As a result, determining which emotional response to evoke in association with a brand is a big decision rife with consequences.

Fortunately, the aforementioned researchers provide insight in this regard.  For example, joy and humor are best suited towards companies with irreverent or fun brands or those looking to revitalize their image, while sadness is best used in cases of disaster or in response to social situations that seek short-term remedies such as natural disasters.  Anger, on the other hand, are best used to express injustice and a call to action that involves a long-term commitment.

Right Message, Right Emotion, Right Way

With theses findings in hand, you can maximize the viral capacity of your marketing content and increase its distribution across social networks.  However, don’t forget along the way that successful viral marketing campaigns are more than just making the customer feel a certain way.  Viral messages need the right message, the right emotions, and the right sharing tools.

Arpan Jhaveri and Thomas Sharpton are the founders of smbZen.com, a company that supports small business growth. You can read more of their small business advice and insight at bizjournal.smbzen.com.

References
1. http://womma.org/wom101/
2. Why pass on viral messages? Because they connect emotionally, Business Horizons (2007) 50, 291–304

Photo Credit:  alexander yee [spy cam]

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