I chose to discuss “How to Build Viral Buzz with ‘Revolutionary’ Web 2.0 Community”, a case study. This brief article explores a case study of German airline Germanwings’ marketing efforts using a Web 2.0 community. The airline created a virtual community that was designed to increase users’ engagement with the Brand and was designed to be propagated via email and virally.
The idea behind a virtual community that ties back to a brand is not particularly innovative but Germanwings’ success was in engaging users for so long (average of 9.5 minutes) and empowering them to spread the message while not overburdening their efforts in reaching more people.
There are several lessons here for social marketing initiatives. First, Germanwings’ efforts had no content or purpose other than increase sales. However, by thinking about attributes for their brand that resonated with their audience they transcended the commercial aspect behind their efforts. Non-profits groups or corporations then should also think of their projects’ attributes that will create and strengthen ties with their audience. I immediately thought of the Facebook team that’s working with Global Potential. There’s immense value in engaging an audience who will receive the messages and emotionally tie with the organization.
Secondly, another thing that was critical to the campaign was Germanwings’ success at retaining users at the site and encouraging them to move on to purchase a flight. The lesson for non-profits is to engage users with their stories and engage them to act on whatever the organization needs them to do: donate, spread the word, etc.
Social, viral marketing can benefit from users that are so engaged with the brand that they will become ambassadors of the brand/project.
