Great Viral Marketing Strategy

I almost called this article how I found out I was a mongoose, but it doesn't Serengeti Bookmake sense until you go take the quiz. My friend Jonathan Rivera, you can find him at did a video and post about Surviving Your Serengeti. <– affiliate link.

The book sounds interesting and he gave it a great review I don't know much about the book beyond his review.  But their marketing has been amazing.

One of the things they are doing is a quiz that helps you determine what animal you are, that's how I found out I was a weasel. It's a simple quiz and we're all curious to find out if the quiz is "right." But on the quiz page they have three different ways you could virally share. #1 like the page on Facebook, #2 like the book on Amazon and #3 like ActiveRain on Facebook.

Once you've gone through the quiz they show you what animal you are and give you multiple ways to share your type. I'll detail three of them here:

#1 They ask you to share your results with your friends. This generates the wall post below 

#2 The ask you to share the Quiz which generates a wall post.

#3 They have Facebook and Twitter Share Buttons

That's not counting the links on the two sides of the and they have a Facebook Profile badge generator that I didn't get a screenshot of, but here's Jonathan's. He's a mongoose too. My guess is that most of my online entrepreneur friends will be mongooses because we're resourceful.

They hit it from all of the normal book launch channels as well, but how they used social media to virally promote was extremely well done. And it looks like it worked:

I'm buying my copy based on Jonathan's review, but their marketing was top-notch. You can learn a lot from this campaign.
One of the core take-away's is to not be afraid to use multiple method because you never know when someone with a large audience will share your page and drive a significant share of traffic.

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  1. Anonymous says

    Not sure the book is for me – I don’t get into rah-rah motivational books – but their approach has obviously succeeded for the reasons you share. I’ll throw a couple more into the mix:

    Niche Marketing – most people don’t know this guy’s name, unless they’re in real estate, where he’s a known commodity. So, most people would ignore Active Rain as a channel – but, since it scores well with real estate agents, makes sense to have it way up on the priority list.

    Advance Publicity – I believe Swanepoel spoke at a couple big real estate events, BEFORE the book came out. Knowing that advance buzz is sometimes more valuable than the buzz generated after the book actually launches, he was able to get books in the hands of the target market (see above) and get the quiz in the hands of the target market (see above) through the book.

    We’ll see if the publishing model has changed so much that this approach is the only way to go in the future, and mass publishers (Wiley, etc.) rely more and more on names like Stefan and their own personal marketing machines to make the sale.

  2. says

    Dave – you’re right on both the Niche marketing and Advance publicity counts. I would add that they hit a niche that is pretty active online, tends to be much more social and is more into “rah rah” self help than the general population, yourself excluded of course.

    I’ve seen a number of authors use social media effectively and fully expect to see more from the bigger publishers.

    Being a bit of a perfectionist, I started down the path of researching and explaining all of the other pieces of their marketing, but decided that I frankly never would have hit publish on this post and that’s my new goal to produce and hit publish

  3. says

    I spotted your post this morning, and was humbled that we would be the subject of a blog so quickly. Thank you for you observations and comments. Social media was and is absolutely an integral component of our overall strategy and we do believe the paradigm and already shift significantly. This medium is powerful, rapidly evolving and vitally important. I look forward to discussing and sharing with you in the future.

  4. says

    Thanks for stopping by Stefan, doubly glad you missed that I kept talking about weasels instead of mongooses.
    I’m looking forward to reading your book and really enjoyed studying your marketing. Smart marketers are beginning to understand the power of social media and integrated marketing and I expect we will see many more good examples this year.
    I look forward to discussing and sharing with you in the future as well.