Wednesday, February 7, 2007

The power of digitalized WOM! By Even Aas-Eng

Well this is not something new. Everbody understands how easily a message can spread on web. Trough mail, IM, blogs and communities a message can move across the globe before you can even say word of mouth.

But how fast a message spreads has often a lot to do with general trends in our society not only the contend of the message.

The last couple of days we have experienced just that. As all over the world there is a lot of focus on global warming at the moment. That is probably why a worker at Naturvernforbundet ( an environmental NGO) decided to send out a mail to his friends with the decsription on how to cancel your paper phone book. The mail went out this monday, on tuesday I got it from a friend and today I have received no more than five mails.

It turns out that more than 7000 people have canceled their phone book in the last two days. Thats more than the total number of canceled phone books the last FIVE years!

In addition to influence the number of canceled phone books the mail has also sparked a media debate. The NGO worker who has turned up on radio and in newspapers, printed and online and his story has probably ended up in alot of blogs like this one. So twice the effect.

Before the email was send he wrote a letter to a printed newspaper but they didnt have space for him. Today he is on the front page instead. http://www.dn.no/forsiden/politikkSamfunn/article1017713.ece?WT.svl=article_image

Viral is one of those nice buzz words, but a lot of viral campaigns turn out not to be viral at all. Many creators of viral campaigns could learn a thing or two from this story.

Even

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