Red Shirts Focus: Red Shirt Goes Super-Viral with CRM!

By Frank, this blog political journalist

They say political science is not a numbering science, but an emotional science. But what happens when an emotional science meets “The Virus?”

“But you have to admire the virus. He has a way of living in secrecy until he is so numerous that he wins by sheer weight of numbers. He piggybacks on other hosts and uses their resources to increase his tribe. And in the right environment, he grows exponentially.”

“A virus doesn’t even have to mate — he just replicates, again and again with geometrically increasing power, doubling with each iteration,” saoid the King of Viral Marketing (see attached article at end of this article).

And its already spreading. Like tonight, a group of 20 Red Shirt decided to get together at the Democracy Mounumant. Guess what, after news got out, it took the 20 to become big enough for the police to announce more and more closing down of roads and shutting down traffic-all that within 3 hours. Latest number, 3,000 plus.

Red Shirt Goes Super-Viral with CRM:

But whatever political science is, the Red Shirts are starting to hand out Customer Relationship Management (CRM) software, that is used to build network of contacts and servicing that network-all part of a viral marketing campaign that if succeed, will likely bring in 3 million new Red Shirts.

Meanwhile, Abhisit massive stimulus numbers may make Thais feel good, Taksin is starting to throw “Real” economics science numbers that a great many Thais are starting to “Buy” like a another virus spreading.

Reds Multiply Themselves Like Virus:

First, the For Thai Party has just completed their third Red School courses and like the first two, they were full to the brink with about 400 attendances, each. The problem for Abhisit is in mathematics, because at each gathering, there is a one hour session on how to “Net-work” and the students are taught to hit a “Conversion to Red” target of 1 to 10 Red School graduates to non-red per month.

Basic Mathematics is that since so far about 1,000 graduates have been taught a month. From this first month alone, if the Reds hit its conversion target, in a year, this first month graduates will be converting about 200,000 to the Red cause. Now pile that figure with following month’s graduates, and the numbers will be multiplying like a really contagious virus.

My calculator says, that if they are able to keep this up, in the following 12 month, the Reds will be getting over 3 million new converter to their cause.

If you are not impressed, one avid Red Shirt supporter who is the biggest selling insurance to the grassroots in Saraburi Province, bough the school gathering 200 Customer Service Management software (CRM) and handed them out to the gathering and after the official class finished, held a work-shop to teach the graduates how to use the CRM software.

Abhisit’s Government Corruption Multiply Like Virus:

Meanwhile, Abhisit is also in a Viral marketing of sorts. Then the head of the Thai Industry Federation has just issued a statement that under the table demand for money links to the “Strong Thai Stimulus” is causing a great deal of difficulty for “Clean” Thai business, because the cut those in control of the funds are asking are 25-30%.

While there are no proof to the statement, some anti-corruption group did some serious and widespread study and found that the “Fair Market Price” that is used by the government in every bidding for state contract, “All All All” have increased in price by a “Whopping Whopping Whopping” 40% from last year’s “Fair Market Price.”

The mathematics looks very bad for Abhisit because the “Strong Thailand Stimulus” totals about US$40 billion and if 40% of that is over priced that goes to dirty politicians and others, that is a leakage of about US$ US$16 billion. While that seems impossible, Abhisit is also facing some really nasty reality in that everyday, new corruption with its stimulus is showing up.

Thaksin’s “Solution” Multiply Like Virus:

Then if the Red School and Corruption Mathematics is hitting the emotional science of Abhisit’s politics, words of Taksin solution to Thailand’s economic crisis is spreading like wildfire.

Matichon, the mass circulated daily, even went as far as saying that if anyone cares to listen to Taksin explaining what is going on with the world’s economy and how Thailand can avoid being caught on the wrong end of it, but how it can benefit, that person no matter who he is, will want Taksin to return to manage Thailand’s economy.

“Taksin has such a macro-grip of what is going on at the global level, and then relay the message into a Thai action plan, that we just wish the Abhisit government was doing the same thing. If they don’t start doing it, more and more people will be converting into Taksin supporters because what Taksin says, makes sense,” said Matichon.

Viral Marketing Define:

I admit it. The term “viral marketing” is offensive. Call yourself a Viral Marketer and people will take two steps back. I would. “Do they have a vaccine for that yet?” you wonder. A sinister thing, the simple virus is fraught with doom, not quite dead yet not fully alive, it exists in that nether genre somewhere between disaster movies and horror flicks.

But you have to admire the virus. He has a way of living in secrecy until he is so numerous that he wins by sheer weight of numbers. He piggybacks on other hosts and uses their resources to increase his tribe. And in the right environment, he grows exponentially. A virus doesn’t even have to mate — he just replicates, again and again with geometrically increasing power, doubling with each iteration:








In a few short generations, a virus population can explode.

Viral Marketing Defined

What does a virus have to do with marketing? Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions.

Off the Internet, viral marketing has been referred to as “word-of-mouth,” “creating a buzz,” “leveraging the media,” “network marketing.” But on the Internet, for better or worse, it’s called “viral marketing.” While others smarter than I have attempted to rename it, to somehow domesticate and tame it, I won’t try. The term “viral marketing” has stuck.

The Classic Example

The classic example of viral marketing is, one of the first free Web-based e-mail services. The strategy is simple:

1. Give away free e-mail addresses and services,

2. Attach a simple tag at the bottom of every free message sent out: “Get your private, free email at” and,

3. Then stand back while people e-mail to their own network of friends and associates,

4. Who see the message,

5. Sign up for their own free e-mail service, and then

6. Propel the message still wider to their own ever-increasing circles of friends and associates.

Like tiny waves spreading ever farther from a single pebble dropped into a pond, a carefully designed viral marketing strategy ripples outward extremely rapidly.

Elements of a Viral Marketing Strategy

Accept this fact. Some viral marketing strategies work better than others, and few work as well as the simple strategy. But below are the six basic elements you hope to include in your strategy. A viral marketing strategy need not contain ALL these elements, but the more elements it embraces, the more powerful the results are likely to be. An effective viral marketing strategy:

1. Gives away products or services

2. Provides for effortless transfer to others

3. Scales easily from small to very large

4. Exploits common motivations and behaviors

5. Utilizes existing communication networks

6. Takes advantage of others’ resources

Let’s examine at each of these elements briefly.

1. Gives away valuable products or services

“Free” is the most powerful word in a marketer’s vocabulary. Most viral marketing programs give away valuable products or services to attract attention. Free e-mail services, free information, free “cool” buttons, free software programs that perform powerful functions but not as much as you get in the “pro” version. Wilson’s Second Law of Web Marketing is “The Law of Giving and Selling” ( “Cheap” or “inexpensive” may generate a wave of interest, but “free” will usually do it much faster. Viral marketers practice delayed gratification. They may not profit today, or tomorrow, but if they can generate a groundswell of interest from something free, they know they will profit “soon and for the rest of their lives” (with apologies to “Casablanca”). Patience, my friends. Free attracts eyeballs. Eyeballs then see other desirable things that you are selling, and, presto! you earn money. Eyeballs bring valuable e-mail addresses, advertising revenue, and e-commerce sales opportunities. Give away something, sell something.

2. Provides for effortless transfer to others

Public health nurses offer sage advice at flu season: stay away from people who cough, wash your hands often, and don’t touch your eyes, nose, or mouth. Viruses only spread when they’re easy to transmit. The medium that carries your marketing message must be easy to transfer and replicate: e-mail, website, graphic, software download. Viral marketing works famously on the Internet because instant communication has become so easy and inexpensive. Digital format make copying simple. From a marketing standpoint, you must simplify your marketing message so it can be transmitted easily and without degradation. Short is better. The classic is: “Get your private, free email at” The message is compelling, compressed, and copied at the bottom of every free e-mail message.

3. Scales easily from small to very large

To spread like wildfire the transmission method must be rapidly scalable from small to very large. The weakness of the Hotmail model is that a free e-mail service requires its own mailservers to transmit the message. If the strategy is wildly successful, mailservers must be added very quickly or the rapid growth will bog down and die. If the virus multiplies only to kill the host before spreading, nothing is accomplished. So long as you have planned ahead of time how you can add mailservers rapidly you’re okay. You must build in scalability to your viral model.

4. Exploits common motivations and behaviors

Clever viral marketing plans take advantage of common human motivations. What proliferated “Netscape Now” buttons in the early days of the Web? The desire to be cool. Greed drives people. So does the hunger to be popular, loved, and understood. The resulting urge to communicate produces millions of websites and billions of e-mail messages. Design a marketing strategy that builds on common motivations and behaviors for its transmission, and you have a winner.

5. Utilizes existing communication networks

Most people are social. Nerdy, basement-dwelling computer science grad students are the exception. Social scientists tell us that each person has a network of 8 to 12 people in their close network of friends, family, and associates. A person’s broader network may consist of scores, hundreds, or thousands of people, depending upon her position in society. A waitress, for example, may communicate regularly with hundreds of customers in a given week. Network marketers have long understood the power of these human networks, both the strong, close networks as well as the weaker networked relationships. People on the Internet develop networks of relationships, too. They collect e-mail addresses and favorite website URLs. Affiliate programs exploit such networks, as do permission e-mail lists. Learn to place your message into existing communications between people, and you rapidly multiply its dispersion.

6. Takes advantage of others’ resources

The most creative viral marketing plans use others’ resources to get the word out. Affiliate programs, for example, place text or graphic links on others’ websites. Authors who give away free articles, seek to position their articles on others’ webpages. A news release can be picked up by hundreds of periodicals and form the basis of articles seen by hundreds of thousands of readers. Now someone else’s newsprint or webpage is relaying your marketing message. Someone else’s resources are depleted rather than your own.

Put into practice

How to Viral Market, MarketingSherpa Toolkit

Viral marketing is (fairly) easy to define, but very difficult to accomplish successfully. MarketingSherpa’s How to Viral Market toolkit is the best book available on the nuts and bolts of developing a successful viral marketing campaign. Strongly recommended for serious marketers.

Dr. Wilson’s review

Buy the book.

I grant permission for every reader to reproduce on your website the article you are now reading — “The Six Simple Principles of Viral Marketing” (see for an HTML version you can copy). But copy this article ONLY, without any alteration whatsoever. Include the copyright statement, too, please. If you have a marketing or small business website, it’ll provide great content and help your visitors learn important strategies. (NOTE: I am giving permission to host on your website this article AND NO OTHERS. Reprinting or hosting my articles without express written permission is illegal, immoral, and a violation of my copyright.)

When I first offered this to my readers in February 2000, many took me up on it. Six months later a received a phone call:

“I want to speak to the King of Viral Marketing!”

Well, I’m not the King,” I demurred. “I wrote an article about viral marketing a few months ago, but that’s all.”

“I’ve searched all over the Internet about viral marketing,” he said, “and your name keeps showing up. You must be the King!.”

It worked! Even five years later this webpage is ranked #1 for “viral marketing.”

To one degree or another, all successful viral marketing strategies use most of the six principles outlined above. In the next article in this series, “Viral Marketing Techniques the Typical Business Website Can Deploy Now” (, we’ll move from theory to practice. But first learn these six foundational principles of viral marketing. Master them and wealth will flow your direction.

One thought on “Red Shirts Focus: Red Shirt Goes Super-Viral with CRM!

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