Measuring Viral Campaigns and the Buzz Factor

Viral campaigns are often fun and irreverent, and they seem to be something that a some public relations and marketing strategies should consider. But how do you measure their success? In the end, some experts are saying that it comes down to one question, “After viewing the campaign, would you recommend the brand behind it?”

Better yet, do you know who is behind it?

One fun holiday campaign running now is the “Holiday Party Excuse Generator” by Enlighten.

After viewing, it took me a minute to figure out who Enlighten was (I *think* they are an Web-design/viral-campaign firm), and I was specifically looking so I could report back to you.

Another campaign started last year that is still running is the Virgin Mobile Phones Chrismahanukwanzakah.

I heard the Chrismahanukwanzakah buzz last year (but without Virgin’s name included). This campaign is more obvious and has more elements to connect you with the company that the first example.

But how do you measure this “buzz?”

Well, for those of you that have ever lived in Washigton DC, as I have, you figure there is probaby and assocaition to help you figure it out. The Viral+Buzz Marketing Association has a blog.

Its founders, Justin Kirby, of Digital Media Communications and Dr. Paul Marsden of the London School of Economics Institute of Social Psychology suggest in an article in PR Week and also on their blog, that buzz can be measured.

They suggest a before and after survey component to measure whether the consumer would recommend the product on a scale of 1-10. This change demonstrates what experts are calling the “net promotion score” (NPS).

Another researcher, Fred Reicheld at management consultant Bain & Co, said, “For every five per cent you increase your NPS you boost business growth by one per cent.”

In other words, talk about your viral campaign gets you nowhere. It is talk about the BRAND that counts.