What makes things popular? If you said advertising, think again. People don’t listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?
Contagious by Jonah Berger provides specific, actionable techniques for helping information spread—for designing messages, advertisements, and content that people will share.
On his book, Jonah explains the STEPPS framework which sets the basis for building ´viral´ messages.
On this blog post, I will show you how to build and craft a Contagious campaign based on the 'sharing' principle found on Berger's book.
This is an hypothetical example that could have been applied for a well known Antivirus maker.
Overview
When it comes to the business of computer security, and particularly to information security, there are several challenges regarding adoption especially in the consumer sector.
Security is not “the” topic people talk about or is interested on: “prevention”, “containment” and “control” are not necessarily the cool things one normally talks about. Security awareness –to stop virus- has not yet been viral.
In that sense, -Symantec- realizing this reality is trying to re-brand it self. But wait, what is Symantec? What does Symantec do? If you hear “Norton Antivirus (by Symantec)” you may probably realize it; however is not yet well known.
As a branding effort, Symantec launched in April 2014 the campaign “Do It All” as an attempt to re-position the company in the “antivirus industry” and consequently increase sales.
Analyzing it
The message:
There are a couple of variations of the “Do It All” message, some large, some short, but the most common one is the following:
“When information is protected you can work, innovate, produce, grow, collaborate, focus, connect, roam, wonder. Do it simple, Do it safely, Do it quickly, Do it all, Go ahead, you’ve got Symantec”
Using the STEPPS framework, in this paper it will be analyzed the virality of the principal message of the “Do It All” campaign.
Social Currency – we share things that make us look good:
In terms of the inner remarkability, interest, uniqueness and originality of the message, it happens to be pretty similar to a well-known and extremely popular slogan: Nike’s “Just Do It” vs. Symantec “Do it All”. This fact dismisses the social currency value of the message. It may seem that there is not enough incentive for people to share it; it does not necessarily make them look good, there is nothing remarkable about it, neither makes feel us as insiders nor creates an indirect “gaming” message.
Triggers – top of mind, tip of tongue:
In terms of triggers, the message is doing just ok. It is trying to create a link between protected information and enablement. The idea behind it is the creation of a link between a positive and empowering feeling every time people thinks about security –“Symantec lets you do it all”-.
So in this sense the message is being triggered every time you think on “going ahead”, and “achieving results”.
Emotions – when we care we share:
The message is doing just average on this element. Symantec message is about enablement and the amazing things you can do when information is safe. It evokes action, freedom, independence, inspiration, confidence and hope. It gives the customer the “right” to do what they want. These elements are translated into positive emotions, which could “potentially” make someone to share. It is not perfect on this aspect, however, because of the lack of a compelling link between all the elements (too long message); nevertheless, it is a good attempt in terms of trying to evoke a positive enabling message “Do It All”.
Public – built to show, built to grow.
In terms of Public the message tries to empower people to link simple words like “wonder”, “grow” or “ innovate” with the brand; this fact may potentially motivate people to make public visibility of Symantec as the solution they are using. On the other hand the message has not been able to create an “image” regarding the fact that many people are using Symantec as “the” solution of information protection. The message is more personal and less public, leaving the “action” of sharing to the good will of the customer. There is not a clear message (a cause, a logo, a sticker) that can be used as visibly public for imitation as well.
Practical Value – news you can use:
The message may seem fictional and overstated since it just describes the “things” Symantec is letting you to do; it doesn’t show, however, how it will be helping to do it. A straightforward case of success is not presented as a practical way that could make the message share worth it.
Stories – information travels under the guise of idle chatter:
In that sense the message is doing just ok on this element. The “Do It All” factor tries to create an unforgettable story behind information protection. However due to the length of the rest of the details of it (work, innovate, produce, grow, collaborate, focus, connect, roam, wonder. Do it simple, Do it safely, Do it quickly…) the story misses its concreteness and essential concepts of simplicity to make it unforgettable and remarkable.
A Quick note about how Symantec is doing before the “Do it All” campaign.
Although Symantec launched the “Do It All” campaign in April 2014 as an attempt to reposition the brand and increase sales, by November 5th 2014, Bloomberg.com reported: “Symantec Third-Quarter Sales Forecast Misses Estimates”: the firm overall strategy is not working and investors are getting worried even more after several quarters of failures (which have resulted in the demission of the CEO).
Is that the message is wrong? Is it that the Computer Security industry is not dying? I will make the attempt to give Symantec the necessary exposure by implementing an “aggressive” and “viral” campaign that will give people something positive (perhaps) to talk about Symantec as an attempt to make people aware of the brand and consequently increase sales.
Proposal
Based on the previous analysis, the goal of the following proposal is to create a message especially strong on its Social currency, Triggers, Emotions and Stories factors.
My proposal demands of a compelling visual element that makes use of a hot and controversial topic: The Ebola Virus.
The campaign will be called “e-bola”.
There are three main messages (which could have some variations): 1) “#Stop the Virus. Go ahead, you’ve got Symantec”; 2) “The cure has finally arrived… Go ahead, you’ve got Symantec”; 3) “We’ve got you covered… Go ahead, you’ve got Symantec”. Considering that this is a sensitive topic, my proposal includes the following strategy as part of the campaign: “For every purchase you make of Symantec products, we will donate 5% of it for the prompt research and development of the Ebola Virus vaccine. Our goal is to donate 10MM. Thank you for making this possible.” Note that 5% and 10MM are just examples of values that can be obtained after a CLV, CAC analysis -out of scope.
Social Currency – Inner remarkability:
The message arouses curiosity and it is interesting to share. It gives people something to talk about. People that really know what Symantec is about will have the “currency” towards their friends and relatives to explain that Symantec is an “Antivirus company”… but for computers. In addition the fact that the firm will be helping to the research of a real cure (or more clearly prevention) for the Ebola virus for every purchase made, it gives a sense that the person who shares the message really cares and is helping a good cause - make them look good.
Triggers – top of mind, tip of tongue
The spread of the Ebola virus has been lately an everyday new all around the world and most clearly here in the US due to the recent cases found in Texas and NYC. This is a perfect opportunity for Symantec –the Antivirus company- to trigger what the company is solving (from a kind of “surprising” way) but with a social commitment –a “good message”- to find the vaccine. The “e-bola” message will be triggered every single day every time we hear news about the spread of the virus -giving Symantec the opportunity to be triggered-. It will be critical to manage the message very well in order to avoid a negative feeling… but that is the risk the company should take to reverse the persistent bad quarterly results.
Emotions – when we care, we share.
The message tries to make a smart association between the virus and the brand with the purpose of generate surprise as result of the comparison. The goal will be to arouse a positive feeling for both the message and the cause it is supporting like no other antivirus company, (which will help to spread word of mouth for the product).
Public – built to show, built to grow.
The message is giving the firm public visibility (for better or worse) for this controversial message: making fun of something serious?; however the social cause behind it will promote Symantec as a “cool brand” who really cares about the virus; consequently, this will increase the number of adopters who will want to publicly show that “Symantec is the brand of their choice” because “Symantec cares as they do”.
Practical Value – news you can use.
This is a great new for people who care about social causes like stopping the Ebola virus and at the same time are looking for a solution to protect their personal information –protecting it from computer viruses-. Sharing the message that there is a “particular” company that helps you protect your computer from the death and supporting a social cause… that is share worth it.
Stories – information travels under the guise of idle chatter.
The message is building a Trojan Horse –is the product about the human Ebola Virus or about the computer “e-bola” Virus? What is Symantec? In that sense the message will be unforgettable (for better or worse) providing the psychological cover that something controversial (making fun of something serious) can be also used for the benefit of that particular matter: Ebola.
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