Spreading

the word

…

and the

Tweet

Kris Zanuldin

@kzanul

OWNED MEDIAweb content

twitter / facebook

blogs

PAID MEDIAsearch ads

display

ATL

EARNED MEDIAre-tweets

shares

bloggers

A Quick

Recap

What is

Social

Media?

Social Media ≠ Putting It On A Social Platform!

Social Media is about building relevant relationships.

Anything else is just media.

Let’s Talk Viral

Your K-Factor (aka Going Viral)

Let’s Get Cooking

Tell YOUR Story

Your K-Factor

(aka Going Viral)

This Is What

Viral Looks Like

First The Math

(don’t worry)...

k factor = % of customers that share

X

# of shares each (e.g. tweets, emails, likes…)

X

# of new prospects you get per share

X

# that become actual customers

k > 1 is viral

Let’s Look At It

Practically…

3 customers share 2 tweets each 4 new prospects 1newcustomer

Unfortunately…

50% 2 67% 25%

k factor = 0.17 (not viral)

x x x

For every 100 customers, you’re only getting 17 new ones

If More People

Share Or Convert…

5 customers share 2 tweets each 10 new prospects 8newcustomers

xxx

Then You Have

A Hit!

83% 2 100% 80%

k factor = 1.33

Ask Yourself Two

Things…

1. Why should they share?

2. Why should they care?

Let’s Get Cooking!

The Key

Ingredients

0 px

1. A Good Story

2. Motivators

3. A Viral Loop

4. Medium

A Good Story

(why should they care)

Your Message Should:

Grab Attention.

Hit A Nerve.

Be Consistent.

Be Memorable.

not this…

get this…

Remember Its About

Creating A Conversation

Motivators

(why should they share)

Personal relevance

Humor

Utility

Relationship Building

Common Interests

FOMO

Reciprocity

Draw Your

Neighbor

(you have 30 secs)

A Viral Loop

Make it easy for people to

share your content:

Share it buttons

Retweets (120 not 140)

Embeds

Email

Find The Right Medium

Creative

Storytelling

Pay Attention Test

Keeping It Simple

Try it in 6 characters

Tell YOUR

Story

1. Your story (think back to elevator pitch)

2. What’s the motivation

3. How will they share?

4. Which platform will you use?

Create Your First

Social Media

Campaign

Thank You!