Going Viral- Is it wrong?

Going Viral- Is it wrong?

I remember when was doing my PhD viva that I pointed out to a typo in my thesis to the external examiner. He smiled and reacted by saying that he had never encountered a similar case before. Bringing writing errors to the attention of the examiner was a surprising thing to him.
I remembered this story upon my realization that we all do knowingly and unknowingly. One striking example is the call for having a campaign to go viral to obtain the best results. Being viral we draw the attention of the customers to our mistakes in promoting what is bad for him/her. The minute a customer senses the attack by a virus his/her immunity system is alerted. Who would welcome viruses?

Apart from creating a barrier from calling a campaign viral, we also create negative thoughts among the customers. How would then a customer react to a virus-like campaign? Customers have surveillance systems are linked to specific pre-programmed actions. The body might react by producing antibodies to attack pathogens. This may combine by the simultaneity of the body getting rid of the destroyed cells.

We may induce fear in the customers by making them feel being attacked by a virus. The customer could resort to other defenses such as showing his thorns in terms of critical reviews that cause harm to the predator. Te customers could also send alarming volatile words to alert their mates to the risk of the viral campaign. Bad commenting, recommendations and reviews are easy means to do that. The competitors evoke heir immunity systems to the incoming viral campaign by highlighting that your product/service is a virus-based one. The competitors shall not remain with tied-up hands the incoming danger to their business and shall use available and creative defensive and attacking methods to curtail the risk trying to invade the bodies of their businesses. These businesses could emulate some plants that allow ants to feed on so that if a danger is approaching the ants shall fight the predator to protect the hosting plants. In order to survive, the ants make sure their host trees survive. Many businesses accommodate small suppliers and it is the interest of the small suppliers (ants-like) to ensure the supportive business (trees) survives.

Sometimes businesses awake others to their own mistakes as I alerted my external examiner to my typo. It is not only going viral; it is also about the acceptance of other parties to allow in a virus! And we keep repeating our mistakes.

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Ali ๐Ÿ Anani, Brand Ambassador @beBee

#24
Steve jobs aspiration or spark of flashes were fueled by "fear" of a second failure particularly after he had experienced the failure of Apple Macintosh in 1980's- love this as an example when fear becomes a positive driving force.

Ali ๐Ÿ Anani, Brand Ambassador @beBee

#22
This is a very interesting and challenging comment Mohammed Sultan. On one side, I wrote two presentations about habit marketing and I agree with you. On the other side, I wonder if disruptive marketing follows habit marketing. Steve Jobs created new habits. How did he then succeed?

Ali ๐Ÿ Anani, Brand Ambassador @beBee

#20
Many times I intend to respond immediately to your great comments dear CityVP Manjit, but I fail. Your comments are worthy of pondering on before responding. The longer we own an item, an idea, a friend or whatever, the more difficult to dispose off. Generations who owned certain attitudes and thoughts about women, to cite your example, shall indeed find it difficult to make the changes. One reason is the feeling of association and another reason is not accepting that old generations were that wrong for such long times. Aristotle, for example, theorized that the word consists of four materials for a thousand year or so. It was only when Oxygen was discovered that finally his theory was discredited. We keep doing the same. That is why your writing "The mistake we make is trying to change other people, when there is so much personal transformation space available within our own being" is valid and to the point. Liberty of thinking starts from within.

CityVP Manjit

CityVP Manjit

4 years ago #11

#11
Dear Ali Anani there are ideas that go back centuries that we do not even know govern our mentality and decisions, not only because we don't question this but because we born into this thinking. Ideas that passed from generation to generation now can be examined in the 21st Century through the mindset of renaissance (or at least a pathway to another renaissance). For example our attitudes about women and their role in life are being challenged, to objectify a woman, to treat a woman differently in terms of compensation for their skills and abilities, to view men as the "breadwinners", are all idea viruses that were passed from one generation to another and sometimes with the blessing of religious orthodoxy. This is the subject of heated discussions today as we discover our immunity to yesterday's meme's - which are yesterday's idea virus. Are we 21st Century? The mistake we make is trying to change other people, when there is so much personal transformation space available within our own being - that if we achieve either this immunity to old memes or immunity to marketing, this is our own liberation and freedom, and not a cause celebre. There is no reason in a world where communication is two-way to get on a soapbox about the things others are not doing, there is every reason to take our own selves off the broadcast pedestal and meet the humility of our own inner strengthening of immunity. I don't want to live in that old Taxi Driver world of "are you talkin' to me", but in this new world of learning journeys which is retrospective i.e. "am I really thinking and transforming in that awareness of my own thoughts?".

Ali ๐Ÿ Anani, Brand Ambassador @beBee

#18
I live exactly the the same predicament Harvey Lloyd. I am very eager to read what you arrive at.

Harvey Lloyd

Harvey Lloyd

4 years ago #9

#17
"emotion- manipulation" This concept intrigues me Ali Anani. The question lies within free will. Can someone or entity leverage my emotions without me giving them permission. Given my five senses can they be manipulated in such a way over time that i can no longer think for myself? I am challenged deeply by this question. On the surface it would appear that this is possible. Media, politics and various other stimulus appears to have this level of control. I am afraid of either outcome of this dialogue. The end game of manipulation will not end well, nor will the populous be kind when they do find free will. This question will decide generational fate.

Ali ๐Ÿ Anani, Brand Ambassador @beBee

Yes, Mohammed Sultan- the AIDA Loop is there, but marketers try to shorten the cycling time between awareness and taking action through many means such as the use of influncers and emotion- manipulation

Ali ๐Ÿ Anani, Brand Ambassador @beBee

#12
You do provoke my mind by your writing "I understand that immunity is a sort of resistance to buy a product even though it's desired"Mohammed Sultan. COuld you explain more?

Ali ๐Ÿ Anani, Brand Ambassador @beBee

#8
As Deb Lange signaled in her comment #( the concept of immunity from marketing is a glorious one. No matter how strong the virus is, still our bodies may have built-in immunity to hinder its "entering" inside. With all honesty dear CityVP Manjit I find always there is a growing convergence between or thinking. You remind me of social jealousy as a marketing virus. A lady buys, say a necklace, and shows it to her neighbor> The neighbor gets jealous and affects her neighbor. Soon, the necklace becomes a fashion. THis chain of "falling immunity" to marketing. People buy a product to satisfy a social need than a need of themselves. You may think of the ill-consequences to the family and society.

CityVP Manjit

CityVP Manjit

4 years ago #5

#9
Dear Deb Lange the irony of immunity from marketing is an appreciation of marketing. The confluence of psychology continues to flow into marketing and today it is coupled with the rise of big data. One of the conditions we face today is engaging this conversation as a for and against, rather than examine our own conditioning to the forces of marketing. In that journey we may end up listening to Robert Cialdini https://www.youtube.com/watch?v=ZzLup7EQQM8 or discussions such as this one with Tom Davenport https://www.youtube.com/watch?v=xQk0IKxro54 This is what I I intend to utilize my Orange and Red Hives - https://www.bebee.com/group/naranja & https://www.bebee.com/group/red - both for my own personal learning.

CityVP Manjit

CityVP Manjit

4 years ago #4

People are very fond of thought leaders but less fond of thinking themselves, so when one of the most successful marketers of the digital age (Seth Godin) launched his viral marketing and promoting the idea virus, the virus did spread, and Godin had yet another success on his hands. http://www.sethgodin.com/ideavirus/ Marketers everywhere loved his idea and it had sound footing as a concept. Except I much prefer the idea of immunity than I do spreading a virus, even when the virus people are talking about is ideas rather than an infection. My freedom is when I engage immunity from marketers, not in spreading my ideas in the hope that they go viral. All of this is before we introduce the downside and reputational damage that it may elicit. Generally society is more receptive to what it can attack, far more than what it can create. Innovators and creative people may be admired, but life makes their forward-looking thinking far more difficult, much more difficult than it out to be. I was in Boston at a CRM conference about 14 years ago and at that time Seth Godin presented a talk at how he had helped a business Magazine to attract a certain cadre of people who supported that magazine, but he showed on that night, how I was hooked into that magazine. I must have only been 7 rows away from him, and I learned that night the invisible hand of the marketing machine, whether it is online or offline. I loved the idea of immunity from marketing ever since.

Ali ๐Ÿ Anani, Brand Ambassador @beBee

#6
Yes, I agree with your logic dear Mohammed Sultan as it is super. However; going viral has some associated risks to which I tried to draw attention in this buzz. A key source of threat is the arousal of competitors and their possible joint efforts to shed off a business that is going viral.

Ali ๐Ÿ Anani, Brand Ambassador @beBee

#4
Great answer. I agree; however I still want to care for the reaction of competitors who shall evoke their immunity system to protect the "body" of their business from this unwanted virus. How would they react is a matter of anticipation. Otherwise; I am in full agreement with your comment.

Ali ๐Ÿ Anani, Brand Ambassador @beBee

#2
You put a light smile on my face with your moving comment dear debasish majumder. From what I noticed buzzes that get published on Fridays don't go viral so you are immune.

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