Link baiting and you

[jmiller]

If you're new to the idea of link baiting and viral marketing, then this article written from the link bait session at SES may be helpful to get an idea about how to get started and what to look for.

I'm not sure if I buy it that such a creative endeavor like viral marketing can be taught or quantified, though. It's like trying to teach somebody how to be funny, or to be a great artist. But I guess the mechanics and basics of those things can be learned...and the great ones can inspire.

What do you think?

[greeneagle]

I am kind of surprised that a "Link Baiting" article didn't include at least a reference to the growing proliferation and importance of RSS-XML feeds to help force new content out quickly, "virally intended" or not.

Ken

[jmiller]

I'm just relaying what i was told

;-)

But please, expound on that greeneagle.

[greeneagle]

I would think that in a Web 2.0 world that a discussion on "Link Baiting" would include the ever growing offerings of XML pushes for new content. They are everywhere I look lately on every page with new, fresh and original content.

Some of the best "bait" is "fresh" bait when fishing.

Let's face it... when a Site or page qualifies as new, fresh and original, why wait around hoping the fish will jump into the boat?

Ken

[TrafficProducer]

13 unlucky for some :)

(13 actions this sounds like a lot of work... Maybe too much or the returns )

Lost of users do this already :)

Step 1: Researching a Sector's Link-Worthiness

Step 2: Discovery of ‘Big' Players in Your Field -- do a search at Technorati with your keywords.

Step 3: Targeting YDDS (Yahoo!, Digg, Del.icio.us/Popular, Slashdot

Step 4: Targeting Offline Media

Step 5: Selecting a Content Focus

Step 6: Melding Branding & Viral Elements

Step 7: Targeting Keywords/Search Traffic

Step 8: Look at Examples of ‘Brilliants Ideas'

Step 9: The Value of a ‘Web 2.0' Look & Feel - "The look and feel oftentimes is critical."

Step 10: Elements that Encourage Linking

Step 11: Pre-Launch Public Relations

Step 12: Managing Launch Traffic - "Be careful not to be suckered into a debate you don't really need to be part of."

Step 13: Continuing to Get Value from Linkbait -"Update it with timely information."

[tuler]

The hardest part about creating something that is viral is thinking up content that people want to share. Why not focus on items that are already viral and attach your message to it? For example, Dance Evolution was one of the most watched videos on the internet. If a music company or the Comedy Channel had recognized the potential of this fairly early on and found their way to attach their name to it, then it could have been a way to get a message out without spending a ton of money.

If you're just starting out you may have to be a little more creative in partnering with people that have viral content, but it could be an easier method if you're having trouble thinking of your own viral content.

[jmiller]

that's a great point, tuler. And I think we're going to see a lot more of that.

"This stupid video featuring the girl with too much makeup brought to you by Sherwin Williams."

VH1 is pretty ahead of this too with their Web Junk show that reviews the week's most popular online videos.

[COlthuis]

Hey thanks for the coverage, that was a good session and hope the audience got from it as much as I did. You're right that viral marketing still requires a lot of creativity and that can't be taught, at least in my opinion. But, like you said, the concepts can be taught and if you get those in the hands of the creative person than you've got something.

GreenEagle - I talked about using RSS Feeds to track your buzz. Subscribing to company names, products, etc. I was also pretty sure Rand used examples in his presentation.

Tuler - Great point, I already see that being done a lot. It's actually fairly easy even for the small guy to piggyback on something viral and benefit from it.

[greeneagle]

COlthuis

Welcome to WPW. I look forward to you future contributions!

Ken

[Peter (IMC)]

Originally Posted by tuler

The hardest part about creating something that is viral is thinking up content that people want to share. Why not focus on items that are already viral and attach your message to it? For example, Dance Evolution was one of the most watched videos on the internet. If a music company or the Comedy Channel had recognized the potential of this fairly early on and found their way to attach their name to it, then it could have been a way to get a message out without spending a ton of money.

If you're just starting out you may have to be a little more creative in partnering with people that have viral content, but it could be an easier method if you're having trouble thinking of your own viral content.

This sounds great, but a mistake that is often made is that people forget that the "viral content" needs to be at least a bit related to the site that is being promoted.

What use is "This stupid video featuring the girl with too much makeup brought to you by Sherwin Williams." if your website sells furniture?

[greeneagle]

I see "viral plays" as more branded than leeching on... I think that the most successful there are "home grown".

Ken

[jmiller]

Originally Posted by Peter (IMC)

What use is "This stupid video featuring the girl with too much makeup brought to you by Sherwin Williams." if your website sells furniture?

Peter, the Sherwin Williams thing was intended to be humorous. Oops. But the point of it was, as mentioned in the article, that it's not always about sales. It's about branding and presence. The more people that see your brand, the better. So when a portion of the masses that saw the video, or whatever, are looking for furniture, they'll remember you.

[Peter (IMC)]

Maybe it´s just me,. :) But I don't like to use completely unrelated subjects for branding. Often too risky.

[jmiller]

But the girl with too much make up "painted" it on. get it? ;-)

It's not good if you have to explain it, is it?

As for unrelated...you see it all the time on TV, yet it is still controlled. I think you're balking at the lack of control that can happen with contextual advertising...GM ads next to a story about a deadly car crash and all that...

But yesterday on jeopardy, Circuit City was an answer in the Double Jeaopardy round...wanna take bets on how much that cost Circuit City?

unrelated, but the name is out there. and that's the point I'm making...it's about brand presence.

[mjtaylor]

Originally Posted by jmiller

But the girl with too much make up "painted" it on. get it? ;-)

It's not good if you have to explain it, is it?

You had me from hello and I laughed out loud ... no need to explain ...