re: UKNM: Viral Marketing raises its ulgy head (again)

[Chris Thomas]

On 20 Dec 2000, at 10:50, pete bresser wrote:


> Well I had a go. Actually, I did it twice. It works well and loads quite

> fast, but its viralability level* on a scale of 1 - 10 has to be 1.


Point taken, but as I've just emailed to someone off list:

I'd argue that people have seen things like that before (I have), and 

are wise to it. One of our aims for Challenge Dan is to get new list 

subscribers, but not at the expense of awareness. I think that by 

virtue of the referral being totally voluntary, people have more 

respect for us (because we aren't forcing them to do anything), and 

are more willing to actually forward it to their friends and play the 

game for the game's sake.   


Unless you think I've missed something...


> You'd need to be a something more than a total geek to forward it


...oh right. Well, I suppose that a 'computer' quiz is quite geeky, 

but that's pretty much our target market (not that all our customers 

are geeks, mind!).


Can you tell me why you thought you could NOT forward it to anyone 

(aside from the obvious, 'someone else is trying to get at my contact 

list')? Were the prizes not attractive enough? Was the filesize too 

big?  Was it not funny enough? Too silly? Too difficult?

Too much 'aimed-at-a-perceived-socially-inept-group-of-people-who-I-

don't-class-myself-as-belonging-to-and-won't-forward-it-because-I-

think-it-would-make-me-look-sad-too'?


What else do you think I could have done to make it more forwardable? 

I can think of one human-nature that I didn't try to exploit - Dan's 

not very sexy, is he? :)


Update:

The uptake is slow, but a good proportion of people are definitely 

hooked. A few people have passed it round their companies for 

colleagues to play, though not as much as I thought would happen.


Hi ho learning process!


Chris.


 --

Christopher P Thomas (Web Developer)   Computer Manuals Ltd.

E-mail:

chriscomputer-manuals [dot] co [dot] uk

     +44 (0)121 706 6000

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