Re: UKNM: Tell-a-friend

[salinka]

hi all,


i've done numerous "tell-a-friend" campaigns. it's the "big thing" here due

to the buzz on viral marketing. used correctly, it's a great tool for

pushing your content amongst interested parties or promoting yourself. the

key is to approach it correctly and make sure the context it's being used

fits correctly into your strategy.


the most important aspect is that you send someone to a place where they

can view the files you want to pass around "virally". in the US there's

ever increasing sensitivity about sending ".exe" files due to viruses. so

the most common use has been to push the user to a page & allow them to opt

in for more info if need be.


it's also extremely important that it be set up in a way where the sender

is clearly identified or is viewed as the sender. so they should appear in

the "from" field.


privacy policies, at least links to it, should be accessible. opt out

fields or verbage saying that their data will not be used unless they

decide to opt in is mandatory.


there are a few companies here who specialize in this tactic. one is

radical mail (http://www.radicalmail.com) and tmx interactive

(http://www.tmxinteractive). for targeted email campaigns that can track

where a user came from try advaya (http://www.advaya.com) and flo network

(http://www.flonetwork.com) and digital impact

(http://www.digitalimpact.com).


we recently used a flash pop out window with a mini game to promote an

event for a client. it was fun enough that allowed the users to send it to

a friend so that they could play with the game as well. there were opt in

fields to allow them to register for more info with clear links to privacy

policies. currently we are using unicast superstitials

(http://www.unicast.com) for this same sort of task. i don't have any data

just yet but it looks promising!


i guess the bottom line is to make sure you approach it in a way where your

'tell-a-friend' campaign will not be viewed as spam and to plan a

campaign/strategy that would make sense for your users!


just my 2-cents from this side.


cheers,


salinka

~~~~~


salinka is --

sally krumholz

senior producer

mezzina brown & partners

interactive group

new york

http://www.mezzinabrown.com



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