So you want to create a buzz for your business with an online event? Good for you. Before you step into the viral marketing zone, realize that once you kick this thing off you're going to be out in the limelight-- and that means people are going to be looking at YOU. How do you conduct yourself when "everyone's watching?" Here are some suggestions on how to NOT become an online parasite as you viral-market your event. 1. Don't name-drop. Imagine this: you get an email that says, "I heard you're a friend of Joe Shmoe. Joe told me you'd give me special rates if I contacted you..." Meanwhile, you wouldn't know Joe if you fell over him in the street. How does that make you feel about Joe Shmoe? What else did he say about you? Makes you wonder doesn't it. If you don't like being name-dropped, then don't name drop others. It's one thing to acknowledge a high-profile marketer. It's another to mislead folks into thinking that high-profile person is your pal. Be clear about the capacity in which you "know" someone, or don't use their name at all. 2. Don't jabber about your event on every blog in creation. This type of activity reeks of desperation. Fact is, smart people know that truly successful folks have more important things to do than be a blog fly. Sure, you want to get your name out there, but do it within reason and be winsome so that others will want to do it for you. If you feel like self-promoting on other people's blogs, choose the ones where you normally "hang out". Always give your blog buddies the option of deleting your remarks if they feel that your message is delivered in poor taste. Do not "spam" other people's blogs with a prerehearsed speech that you keep pasting all over the 'net. This will hurt, not help, your viral marketing effort. 3. Try to avoid playing 'telephone'. The more you market your event with press releases, network announcements, ezine and web classifieds, the higher your potential peeve factor goes. Why? Because what was true yesterday may not be true today... so watch what you put out there. Let's say you've advertised that some famous person will be making a guest appearance at your event. People are pounding on your door to get in on the action... and then uh-oh, the famous person cancels. Now you look like a jerk, and the news is still cycling around in Cyberspace. Keep it purposely vague. Don't make any promises to your viewers. Even if you have every intention of keeping them, you just never know. 4. Don't try to "buddy up" with your contributors. You will come to know many new people over the course of your event planning endeavor. Here, friendly yet professional is the name of the game. Keep it light and fun, but convey yourself as being "all business" when it comes down to it. You will likely acquire the email addresses of people whom you had no prior contact. Suddenly some new opportunities are really opening up for you. That's terrific! Just be sure not to abuse the privilege of having someone's email address. Do not impinge upon their time and do not ask personal questions or share too much about yourself all at once. People have better things to do. 5. Don't forget to remember others. If your event becomes a major group effort, then acknowledge the group. Give proper credit where credit is due, or you'll make adversaries and not friends. "Borrowing" others' ideas without properly acknowledging them will chip away at any trust-based relationships you've built up. Watch your mouth. Remember to think of others as you unveil your web-wide creation. Yes, you are at the helm of this major promotion. But you'd be nowhere without your people, so be sure to acknowledge them and make them feel good. They deserve that much from you! There's a fine line between effective marketing and "bottom feeding" parasitic behavior. Dance on that line if you dare... but if you fall off, don't say I didn't warn you! ;) Copyright 2006 Dina Giolitto. All rights reserved. |
