This rule is tough. Not so much the creating triggers bit, but the ‘encouraging people to share’ bit. Because as we all know, an encouragement does not always result in outcome. In the world of marketing and PR we are measured on outcomes and so this rule makes many question the wisdom of social media marketing efforts, isn’t it really all about timing and luck?
However, in David’s book, he offers some more ideas on how to turn the odds in your favour. The first step, is thinking like a venture capitalist, for instance, you know that some of your investments will tank, some may do OK, and hopefully, one or two will take off big time. Essentially, in order to create the best conditions for a World Wide Rave you need to be brainstorming, or as David calls it, a Triggerstorm!
One local business, that is well on the way to creating a World Wide Rave is Ideas Culture. Ironically, the product that has everybody talking is about crowdsourcing brainstormers! Founder of the online business Yvonne Adele created “Ideas when you sleep”. Through Twitter, Yvonne has sourced a posse of over 200 Ideas Agents. Clients submit a challenge that requires brainstorming, and in 24 hours they have a 2 page report of up to 100 ideas. As a result of the idea taking off Yvonne has achieved considerable twitter reach, press coverage in the Sydney Morning Herald, The Age, Dynamic Biz, Mumbrella, and the Herald Sun Business owner section. Additionally, there’s been lots of blog reports, and Yvonne has been asked to speak at the Inventors Association; and quite a few more. The traffic to Ideas Culture has doubled and let’s not forget the ton of new clients. Now, that’s a return on your investment. Hat- tip Ideas Culture!
