セス・ゴーディン ブログ1:バイラル・マーケティングとは何か?

Seth Godin’s blog(セス・ゴーディン ブログ)2008年12月22日:? What is viral marketing?

Viral marketing is an idea that spreads–and an idea that while it is spreading actually helps market your business or cause.

Two kinds of viral marketing: The original classic sort in which the marketing is the product and which a self-amplifying cycle occurs. Hotmail, for example, or YouTube. The more people use them, the more people see them. The more people see them, the more people use them. The product or service must be something that improves once more people use it.
バイラル・マーケティングには二種類ある。元々のバイラル・マーケティングとは、マーケティングをするのは商品であって、それが自然発生的に広がっていく類 のものだ。例えば、Hotmail、YouTubeだ。使えば使うほど、見る人が増えていき、使ってもらえるようになる。いったん使われてしまうと、改良されていく製品やサービスなんだよ。

A second kind has evolved over the last few years, and that’s a marketing campaign that spreads but isn’t the product itself. Shepard Fairey’s poster of Barack Obama was everywhere, because people chose to spread it. It was viral (it spread) and it was marketing (because it made an argument–a visual one–for a candidate.)
しかし、ここ最近でもう1つのバイラル・マーケティングが登場してきた。それはマーケティングキャンペーンであり、製品ではないのに、広めるためだけのものだ。Shepard Faireyが描いたバラク・オバマ大統領のポスターは、いたるところに貼ってあった。なぜなら、みんなが広めるためにしたからだ。それはかつてバイ ラルと呼ばれたものだったし、かつてのマーケティング手法だった。

Something being viral is not, in an of itself, viral marketing. Who cares that 32,000,000 people saw your stupid video? It didn’t market you or your business in a tangible, useful way.

Marketers are obsessed with free media, and, as is often the case, we blow it in our rush to get our share. We create content that is hampered or selfish or boring. Or we create something completely viral that doesn’t do any marketing at all.

I wrote the first mainstream book about viral marketing. It’s free (still) eight years (and millions of downloads) later.Download 2000Ideavirus.pdf

I haven’t updated it or made it pretty, but I think the core ideas stand up pretty well. (I even talk about the Zipf’s Law and the long tail, but didn’t realize it at the time).

Here’s how the book itself is an example of viral marketing:

1. I posted the PDF for free. Three thousand people downloaded it on day one.

2. The file is small enough to email to your friends. I encouraged people to do just that.

3. Some people mailed it to fifty or a hundred people. It spread.

4. That’s just viral. The marketing part? I released a $40 souvenir hardcover edition. People knew the idea but didn’t like the format or my design skills. So they paid a lot for a book they had already read. It went to #5 on Amazon (#4 in Japan). We sold the rights in dozens of languages. And the paperback rights. And it helped me get speaking gigs.
これがまさにバイラルな状態だ。これがマーケティングかって? 僕はハードカバー版も$40で売り出した。既に本の内容は知ってたけど、PDFっていう フォーマットやデザインが気に入らなかったようなんだ。だから既に読んだことあるのに、お金をだして本を買ったんだ。僕らは、何十もの言語で翻訳本を販売した。ペーパーバック版もね。そうやって、講演の出演依頼にも結びついたんだ。

BUT! 5. That’s not why I did it. If I had done it as a clever way to sell books, it would have failed. It would have failed because I would have somehow tried to track it, or added friction, or tried to profit in some way from the idea. I was way too dumb at the time to have done it right if my goal was to do it ‘right’.

The critical element of viral marketing is this: it’s built in. It was built into Hotmail and built into YouTube. The more people used the camera on their cell phones, the more the idea spread, the more people wanted a camera.

If you want to do viral marketing, you can try to come up with a viral ad, but you’ll probably fail. You’re better off building the viral right into the product, creating a product that spreads because you designed it that way.

If I don’t benefit from spreading it, why should I spread it? I won’t. If you don’t benefit from your users spreading the idea, it might spread, but it won’t help you much. So both elements have to be present.
もし、それを広めても何もいいことがないなら、なんだって僕が広めなくちゃならないんだ。僕はしないよ、そんなこと。もし君のユーザーがあるアイディアを 広めても何のプラスにもならないときに、広まったとしたって、君にいいことなんてないはずだよ。だから、両方の要素、つまり僕と君にとってプラスになることが存在しなきゃならないんだ。

The reason for this post is that viral marketing is getting a bad name, largely from clueless marketing agencies and clueless marketers. Here’s what they do: they get a lame product, or a semi-lame product, and they don’t have enough time or money to run a nationwide ad campaign. So, instead, they slap some goofy viral thing on top of it and wait for it to spread. And if it doesn’t spread, they create a faux controversy or engage a PR firm or some bloggers and then it still doesn’t work.

Being viral isn’t the hard part. The hard part is making that viral element actually produce something of value, not just entertainment for the client or your boss.

これを一度記事にした時は、日本でWOMマーケティング協議会設立準備会がリリースされた日でした。 その頃は、「Cluless」を翻訳する勇気がなかったのですが、いろんな問題点があぶりだされ関心を持っている人も多くなったので翻訳しました。既に米国でこういった意見が交わされていることを意識する必要が少しはあるはずだ。







ちなみに、Shepard Faireyが描いたオバマ大統領のポスターというのはこれのことね。