If you haven’t heard of Blendtec you have missed perhaps the best business example of a viral video. Their "Will It Blend" YouTube video series has been viewed by millions of people who watch to see whether or not the Blendtec blender will successfully destroy items such as golf balls, glow sticks, and even an iPhone.
As customer advocates, we’re probably not going to create a viral video, but we are trying to make our message spread. I recently stumbled onto this interview conducted by Mark Ragan CEO of Ragan Communication. His discussion with George Wright, VP of Marketing for Blendtec offered several tips that we as customer advocates can leverage.
1- Our success in creating a customer-focused organization is dependent on the help of others and therefore, our message must be viral. As you craft the message, ask yourself, "is this something I’d be willing to send onto others?" If the answer is no, keep working on the message.
2- A great message is only as good as the delivery. In this interview, Wright says, "it’s a matter of sharing that with people in a way they want to hear it." Oftentimes we rely on traditional methods for delivering our message, but this might not be the way they want it. Pick the communication tool that will work the best for your audience, stay up-to-date on the emerging commumnication tools, and use the SUCCES tips from the Dan Heath video clip to capture and keep their attention.
3- Start with the right audience. The Blendtec approach was targeted. Is yours?
4- Have a method for measuring the success of your communication approach. Do you track how many people within your organization use customer feedback information, or the number of requests you get to talk about the program, or perhaps the number of requests your team receives to provide more information? Find the right element for tracking how far and wide your message is spreading.
This is one perspective on what we can learn from viral videos. What say you?
Note: This blog was originally posted in Customer Connection on 4/7/2009.