make me a viral: the art & science of video virals
DESCRIPTION
"Make me a viral" is often the cry of clients looking for magic-bullet marketing. But can you actually 'make' a viral? And how do videos end up going vioral? This presentation looks at some of the great viral successes.TRANSCRIPT
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1 Make Me A Viral!
Viral Video & YouTubeCiarán Norris, Head of Social Media: Mindshare
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2Mindshare SocialMedia8: ViralTracker
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When to shoot me….3
Cambodia4kidsorg on flickr
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4 Agenda
• What is a viral?
• The case for viral marketing
• Planning
• Viral examples
• YouTube tips
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5 What is viral marketing?
Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness, through self-replicating viral processes, analogous to the spread of pathological and computer viruses.
Wikipedia
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6 WTF?!
Cool sh*t that people like to share.
Ciarán Norris
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7 The case for viral marketing
Why do companies like Toblerone or Pepperidge Farm bother having websites?
As if people are going to say to themselves, “Gee, I wish I knew more about Milano cookies. I know! I’ll go to their site!”
Just a thought.
Ethan Jarlewski: Douglas Coupland, JPod
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8 Why do we care?
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9 First things first…
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10 First things first…
YOU CAN’T MAKEA VIRAL
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11 First things first…
People
Objectives
Strategy
TechnologiesForrester Methodology
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•Comment on blogs•Post ratings and reviews
•Use RSS•Tag Web pages
•Read blogs•Watch peer-generated video•Listen to podcasts
•None of these activities
Creators
Critics
Collectors`
Joiners
Spectators
Inactive
Source: Forrester’s NAVTAS Q4 2006 Devices & Access Online Survery
•Publish Web page•Publish or maintain blog•Upload video to sites like YouTube
•Use social networking sites
First things first…
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13 First things first…
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04/1
2/2
02
3S
am
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14 The 2 Greatest Virals Of All Time?
No. Not the video.
This bit.
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15 The 2 Greatest Virals Of All Time?
Right here.
Jurvetson on flickr
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16 Types of viral
• Ones that are funny
• Ones that are unbelievable
• Ones that pose a question
• Ones that are informative
• Ones that piggyback
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17 Ones that are funny…
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18
Sales uplift: 650% in 18 months
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19 Ones that are unbelievable…
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20 Ones that are unbelievable…
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22 Ones that pose a question…
Re, re, rewind...
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23 Ones that are informative…
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24 Ones that are informative…
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26 Ones that are piggy-back…
More popular than the original
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27 YouTube Tips
• Headline – Make them exclusive!
• Thumbnail – put it in the middle
• Comments – let them roll
• Referrers – refer them
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28 Conclusion
It’s the creative, stupid!