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Nachlese: Techcrunch über Seeding Tricks und wie man es nicht macht


Mittlerweile über 500 Kommentare hat dieser TechCrunch Artikel erhalten und wurde höchst kritisch an mancher Stellen wie hier oder hier diskutiert.

Der Beitrag handelt von ominösen Verbreitungsmethoden viraler Werbebotschaften. Um die notwendigen Views zu erreichen, werden keine Kosten und Mühen gescheut. Es wird gespamt, gelogen, sich in echte Gespräche infiltriert, um Diskussion zu initiieren und Viewerzahlen zu erreichen.

Wahr ist, dass virale Werbung Hilfe braucht, um eine Weitergabe überhaupt erst möglich zu machen. Das so genannte Seeding, bedeutet aber tatsächlich das Aussäen von Viren in einer Anzahl Böden – entwickeln müssen sie sich von dort aus selbst. Einen Viral bei YouTube einzustellen heißt zu erwarten, er übertreffe die anderen neu hochgeladene Filme – täglich 60.000. Seeding gehört auch bei uns zum täglich Brot. Die bei TechCrunch beschriebenen Seedingpraktiken allerdings machen Bauchschmerzen. Mit der vertretenen Überzeugung „Content is NOT King“ verwundern sie aber fast nicht: So wird gesagt, es sei kein Problem auch mit schlechten Inhalten locker 100.000 Views zu erreichen. Klar ist so etwas möglich, nur erreicht man diese dann schwerlich über eine Weiterleitung, geschweige denn über eine Empfehlung.

Für Werbung, die Webkultur anerkennt, ist es wichtig, dass auch die virale Verbreitungspraxis nach bestimmten ethisch vertretbaren Regeln abläuft. Mundpropaganda – auch wenn Sie über Viralclips generiert wird – entlarvt sich meist von selbst, wenn manipuliert oder gefakt wird!

Die Word of Mouth Organisation (Womma) definiert Praktiken, die man tunlichst unterlassen sollte. Folgende Richtlinien sollten für alle relevant sein, die sich mit WOM beschäftigen wollen:

  • Stealth Marketing: Jegliche Maßnahme, die darüber hinweg täuscht, dass es sich um eine Marketing Maßnahme handelt
  • Shilling: Menschen, die man dafür bezahlt Promotion für ein Produkt oder eine Werbebotschaft zu machen, ohne dies vorher transparent zu machen
  • Kommentar Spam: Verwendung von Bots, um die Kommentarfunktion von Blogs zu nutzen
  • Spam: Versand von massenhaften E-Mails, die den Empfängern unerwünscht zugestellt werden
  • Fälschung: Wissentlich falsche Informationen verbreiten
  • Infiltrieren: Sich unter Vorgabe einer falschen Identität in Blogs oder Communities einbringen, um Marketing Botschaften loszuwerden

Wer diese Maßregeln beachtet, kann sich sicher fühlen gutes Word of Mouth zu erzeugen, auch dann, wenn es sich um Werbung handelt. Funktionieren muss es eben über Empfehlungen. Und hier kommt die Qualität des Inhalts zum tragen. Schlecht kreierte virale Kommunikation wird über unseriöse Praktiken keine ausreichende Verbreitung erreichen können.