Before you worry about coming up with the next viral thing or building a new community, look for fans of your stuff that have already started something on their own.
Look for groups on Facebook, videos posted on YouTube, online forums, or goofy contests that fans may have started. Politely introduce yourself and give these talkers whatever they need to make their groups bigger and better. You’ll soon find it’s easier to grow something your fans have already started than to build something from scratch.
How a word of mouth marketing supergenius does it:
Duck brand duct tape noticed a bunch of kids were doing this goofy thing where they would make tuxedos and prom dresses out of duct tape. Once they spotted the trend, Duck Tape encouraged it by creating the annual “Stuck at Prom” contest, awarding scholarships to the most creative couples.
With the company’s help, the trend grew from a goofy thing a few kids did to what is now an annual event, with hundreds of kids putting in a ton of work for the chance to win a $3,000 scholarship — resulting in an immense amount of word of mouth.