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Recently, I’ve been thinking a lot about referral programs. Why do some fail while others succeed? What triggers someone to go that extra step and recommend something?

Not surprisingly the same mechanisms that power viral marketing also play a role in a referral program’s success.

Good referral programs start at the source. That source is the user’s experience. People don’t recommend a product or service if it simply meets their expectation. They don’t chat with friends about an experience that was just acceptable. In order for a referral program to be successful, a company must do everything in its power to exceed expectations. Exceeded expectations equal chatter.

The same goes for viral marketing. In order for your campaign to go viral it must exceed expectations. This is something I alluded to in April when I talked about viral energy. A great example of this is the original “Where in hell is Matt” video. There’s nothing special about a white guy dancing like a fool. What exceeded almost 10 million people’s expectation was that Matt taped himself dancing all over the world. And as the video progressed the locations got more interesting.

Creating a sequel of Matt dancing in a bunch of new places wouldn’t exceed anybody’s expectations. So, Matt stepped it up a notch and produced a video that is truly remarkable in its accomplishment. As a result it has already been viewed over 2 million times. That’s the power of exceeding peoples’ expectations.

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MarketingSherpa has finally announced the winners of its 2008 Viral Marketing Hall of Fame awards. This year’s top 10 campaigns range from from massive brands like General Mills to a small Canadian printing company called Pazazz.

I have to say that I really love Pazazz’s video. It’s funny, clever, and helps demonstrate how much passion they have for printing.

Check out the rest of this year’s viral marketing winners…get ready to be inspired.

Last week at the 2008 MACU conference I was reminded of an amazing Apple ad titled “Think Different”. It manages to inspire me every time I watch it. As marketers I believe that we should all watch it…at least once.

I’m a big believer that what you choose to focus on will determine how you see the world around you. The same can be said about advertising. If you surround yourself with mediocre ads, you will produce mediocre ads. To create advertising that is unique, memorable and engaging you need the attitude of a rebel and good old fashioned courage. In a world of complacency and mediocre ads, sometimes it’s necessary to readjust your focus.

This video inspires me to strive for the unusual, to not settle for adequate, and yes, to think differently. I highly recommend you click this video.

Now go out there and create something amazing!

On June 12th, there is going to be a pilgrimage of marketers to Toronto for the From Mass to Grass, CMA’s Word of Mouth Marketing Conference. If you’re in the area…or have the budget to fly…you should definitely check out this event. Some of the brightest minds in Canadian marketing will be there to discuss WOM, Social Media, and of course Viral Marketing.

To help promote this conference, the organizers have released this infectious video. Personally, I can’t resist a singing hamster…but who can? Definitely worth a click.

The Secret Strategies Behind Many “Viral” Videos
A detailed case study on how someone used viral videos to generate noteworthy traffic. It has some interesting insight and detailed advice. Worth a read.

The Digg Case Study
Interesting case study about Digg and how you can balance the two main drivers: novelty and popularity. For example, it discusses the rate at which items should be added on a website to maximize viral effects and to prioritize which ones should be displayed at the top to balance novelty and popularity.

In the spirit of the RayBan catchers, this video has been watched almost 2.5 million times in less than a week! Rumour has it that Levi’s Jeans created this piece. If they did, I’m confused why they wouldn’t put their logo or something to identify them on the video. I don’t think this video would be any less popular if they identified themselves.

If they are not the creators, I would hate to be the jean company that did do it. Just think about it. All that hard work and creativity and your competitor gets the free PR. Either way I don’t think anybody is really a winner…except the viewers. It’s definitely worth a click.

It’s that time of year again. MarketingSherpa has started to accept submissions for their 4th Annual Viral Marketing Hall of Fame awards. There’s no cost to enter and you can submit more than one campaign.

If you’re interested, make sure to visit MarketingSherpa’s awards page. Also, be sure to check out the 2007 winners.

Good luck!

Personally, I think Hip-hop and viral marketing have a lot in common. They’re both engaging, creative, and unfortunately largely misunderstood. Like hip-hop, the vast majority of us have a very narrow view of what viral marketing is really about.

I’ve recently had an opportunity to elaborate on this topic in an article I wrote for an online marketing magazine called One Degree. Check it out.

Photo credit: Scott Eric Williams

At the risk of sounding like a gullible lad, I want to share with all my Canadian readers a recent identity theft story.

Last week I received a phone message from “Revenue Canada”. The man on the phone, said that I needed to call them back urgently at 1-800-959-2250 (all RC numbers start with 1-800-959). He added that they are open till 11pm and that I should have my SIN number ready for verification.

I know, I know…but I was tired.

When I dialed the number, I was instantly put on hold. The entire process was very professional. Their on-hold message even said they they might record this for quality assurance.

In the end, I gave them some of my personal information. For some reason after they asked me for my birth date, I got suspecious and told them that I’d call them back. At that point the guy even gave me some sites I should visit to verify the legitimacy of this number! After Googling the number, I found these two sites.

If something similar happens to you, Transunion.ca has some excellent information on how to protect yourself after identity theft. You should also visit consumerinformation.ca and phonebusters.com.

One thing that’s important to realize about viral marketing is that it’s about energy.

A good viral campaign should create a spark of energy every time someone is exposed to it. This energy is important because it powers the desire to share. Often, it is the discovery of something interesting and new that creates this urge to share.

So what does this energy look like? Remember Tom Cruise and Oprah’s couch? That’s it. You’re next viral campaign should try to aim for this level of excitement.

Photo credit: Montara Mike©