Its easy to get stuck applying the frameworks you know to new things. Or worse, to not know frameworks that work.
So when I saw this post at Buzz Canuck, I realized this was a pretty good way of collecting all of WOM into a cohesive framework. And while I don’t agree with all of the details, looking at WOM in terms of its effective half-life is a good organizing principle, especially when you apply it all the way to customer evangelism.
Many people think of Viral as equivalent to WOM, and try to shoehorn a viral element into every initiative. Sean’s emphasis on events and high risk ideas is right on – its nearly impossible to light a viral fire without a very, very compelling meme. Green Day has been selling out their semi-secret local tour in minutes with just a couple emails and a few sentences on their website, powered by fans spreading the word. Add a few key critics invited to the shows, and the band is building buzz without a whole lot of effort.
Do you think the fans that scored tickets have been evangelizing? You bet. And yeah, I went and it rocked.