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More articles by Jim Calhoun
- Word-of-Mouth’s Ethical Effect: How Fair and Decent Marketing Can Increase your Initiative’s ROI January 25th 2007
- Enter the Viral Marketing Matrix: Exploring the Template to Motivate Your Word-of-Mouth Revolution December 22nd 2006
- Viral Psychology 101: Exploring the Social Underpinnings to Unlock Word-of-Mouth Secrets November 17th 2006
- Teaching Values in Viral: How To Instill Cause-Related Marketing in the Viral Space October 10th 2006
- Adding Vitality to Viral: How to Better Manage Your Message in Word-of-Mouth September 11th 2006
Jim Calhoun
Word-of-Mouth’s Ethical Effect: How Fair and Decent Marketing Can Increase your Initiative’s ROI
There’s been a lot of recent talk about ethics in word-of-mouth marketing. As stealth marketers and shills get more negative press, the calls for transparency and honesty are coming from an unlikely source: marketers themselves. Few advocates give concrete reasons to practice ethical marketing beyond the fact that “it’s the right [...] More...
Enter the Viral Marketing Matrix: Exploring the Template to Motivate Your Word-of-Mouth Revolution
Before you present a consumer with your viral marketing program, you have to consider your impact on their social capital and craft your strategy accordingly. You need to understand what’s going to motivate people to spread the word, and use the right tactics for your situation. Failing to do so [...] More...
Viral Psychology 101: Exploring the Social Underpinnings to Unlock Word-of-Mouth Secrets
Whenever people ask us to evaluate their existing viral programs, I’m always surprised to see how many smart marketers forget include the essential viral marketing call-to-action in their execution. They neglect to invite people to share their content, offer, or online experience. It sounds obvious, but there are good psychological [...] More...
Teaching Values in Viral: How To Instill Cause-Related Marketing in the Viral Space
Conspicuous consumption is over, and “ethical consumerism” is shaping up as a major force in the marketing industry. People of all types are choosing products and brands that support their values. This means social responsibility is more important to a company’s success than ever — and that goes double in [...] More...
Adding Vitality to Viral: How to Better Manage Your Message in Word-of-Mouth
When it comes to viral marketing, there’s an assumption out there that’s dangerously close to becoming conventional wisdom. It’s the notion that marketers must be prepared to “relinquish control of their message” in a viral campaign. It’s a blanket assumption, painted with a really broad, confident brushstroke. So I wanted to [...] More...
Art Versus Science in Viral Marketing
Like the rest of the interactive marketing sector, it appears that viral marketing may have finally exorcised the ghost of the sock puppet. It’s now a valid, valuable, and growing interactive marketing discipline. But, with growth come growing pains. Not the least of which is confusion among about what “Viral Marketing” [...] More...
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