how not to be ignored on the internet: the principles of viral creative
Post on 21-Oct-2014
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DESCRIPTION
Henry Cowling (Creative Director, The Viral Factory) explains how to get noticed and explores viral marketing techniques and terms, such as sendable and receivable content. Presented at Social Media Marketing 2010 (London).TRANSCRIPT
The Viral FactoryFounded: 2001
Mission: Build Brands With Viral Marketing
Your brand here…
Some Principals of Viral Creative
• Being relevant to an audience
• Working in editorial space
• Receivable vs sendable
• Honest approach to the message
Being Relevant
• The internet is tribal
• Viral is a badge of personality
• Bloggers need content
• Going mainstream
Samsung, Omnia Unboxing
Working in Editorial Space
• There is no bought media
• Entertain your audience first
• Absorb the culture
• Act as a brand in editorial space
Diesel, Safe For Work
Receivable vs Sendable
• Viral has its own ‘rules’
• It’s hard to write the best/funniest content
• Getting people to hit send
Ghost Maze Reaction
Hi-Tec, Liquid Mountaineering
Weiden + Kennedy Portland
On message
• People don’t object to advertising
• Viral is not about ‘unbranded’ content
• Brands can exist and thrive in the social environment
Skype, Laughter Chain