Virality is Not For Kittens (For Cal) - Draft
- 3. Why am I here? Spent over 40 hours analyzing viral video content for my undergrad thesis. also:
- 4. define virality steal lessons from popular viral campaigns what goes viral? build our own campaign
- 6. “viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self- replicating viral processes” - Wikipedia “is a technique that is based on the assumption that people will share interesting and entertaining content. Blogs and seemingly amateur videos are often used to create word-of-mouth buzz for a new product or service, generating exposure that is often much more valuable than traditional advertising.” - SAG.org “Viral marketing is the extremely powerful and unique ability of the Internet to build self propagating visitor streams, bringing about exponential growth to a company's Web site.” -Sitenexus “I like Internet marketing expert Jim Sterne's definition of this term: "Word of mouth on steroids." That pretty much sums it up, given the fact that forwarding a promotion via email is easy for customers and prospects to do... so the pass-along rate can grow exponentially…” - Clickz here are some definitions…
- 7. I have a definition, too. But first…
- 9. Diehard supporter who goes out of their way to infect others with your message, your brand.
- 10. Attention is not cheap online. You need your superfans because they are the first to care & spread your message. Everyone else just follows by clicking “like” or “share”.
- 11. # of superfans today # of superfans next week
- 12. Q: So, what’s the long term strategy for viral campaigns? A: Support your Superfans!
- 13. what kinds of content goes viral?
- 14. (Iziwa, 2010) positive/funny content best! shocking content is okay sad content not a good idea
- 15. (Iziwa, 2010) positive/funny content best! shocking content is okay sad content not a good idea (you make people feel good) (you get to warn others) (no real benefits. just sad.)
- 16. 57% Of young adults use social networking for self-promotion, narcissism, attention-seeking. (YPulse, 2009)
- 17. Let’s learn from the big guys, now.
- 19. Obama Allow superfans to create their own campaigns.
- 20. Hotmail Build virality into the product, campaign, etc.
- 21. YELE (Haiti Donation) Make it very very easy to get involved, spread.
- 22. Will It Blend? Only keep going if you have user interaction…
- 23. The Subservient Chicken Leverage existing outlets (traditional & guerilla) to build upon your campaign.
- 25. Keys to a Viral Campaign 1. Target superfans 2. Create campaigns that enable self-promotion 3. Develop positive, not negative content 4. Target influencers 5. Have superfans create their own campaigns 6. Build virality into the product, service 7. Make it super easy to spread 8. Only move forward after users interact 9. Go beyond just social, integrate offline/traditional 10. Make it focused
- 26. Keys to a Viral Campaign (in order!) 1. Make it focused 2. Target superfans 3. Target influencers 4. Create campaigns that enable self-promotion 5. Build virality into the campaign 6. Have superfans create their own campaigns 7. Develop positive, not negative content 8. Go beyond just social, integrate offline/traditional 9. Make it super easy to spread 10. Only move forward after users interact
- 27. Now, let’s build our own viral campaign for Cal!
- 28. 1. Make it focused Let’s say we want to build a campaign to encourage fundraising amongst recent alumni using social media.
- 29. 1. Target superfans We will approach all of the alumni who gave back as a part of their senior gift
- 30. 3. Target influencers We will also approach the former presidents, organizers, etc of the student clubs at Cal.
- 31. 4. Create campaigns that enable self-promotion How about an online search for the “Most Generous Alum” of Berkeley? Whoever fundraises the most, gets the title.
- 32. 5. Build virality into the campaign I got it! Add a nomination component where all nominees are tagged on Facebook.
- 33. 6. Have superfans create their own campaigns Well, we can have the nominees create their own fundraising campaigns as a part of the competition, right?
- 34. 7. Develop positive, not negative content Ok, why not kick off the campaign with a funny, overtly cheesy inspirational video? It plays off of positive content & makes it fun.
- 35. 8. Go beyond just social, integrate offline/traditional This is easy. Announce the campaign in email, on Berkeley website, in alumni groups, etc. Go where everyone is already going online and offline.
- 36. 9. Make it super easy to spread Nominations can take place at the click of a button on Facebook
- 37. 10. Only move forward after users interact Change it up if you are not seeing any traction.
- 38. (again just in case) The Keys to Virality 1. Make it focused 2. Target superfans 3. Target influencers 4. Create campaigns that enable self-promotion 5. Build virality into the campaign 6. Have superfans create their own campaigns 7. Develop positive, not negative content 8. Go beyond just social, integrate offline/traditional 9. Make it super easy to spread 10. Only move forward after users interact
- 39. But wait, what about resources?
- 41. ideas inspired by your very own: latch onto other projects take advantage of campus foursquare take on what you can handle
- 42. reference pop culture poke some fun at Cal start a fake controversy some other simple ideas when creating content:
- 43. (yet the big point is, to really conserve resources, you have to…)
- 45. Ask the Superfans! And give them what they want.
- 46. Credits!1. http://www.flickr.com/photos/fweez/278017185/sizes/z/in/photostream/2. http://www.flickr.com/photos/9229859@N02/1052409181/3. http://www.flickr.com/photos/placbo/2826724783/4. http://www.flickr.com/photos/fahdad/1574112409/sizes/z/in/photostream/5. http://www.flickr.com/photos/george/2135470671/sizes/z/in/photostream/6. http://www.flickr.com/photos/mugsy/2764579187. http://www.flickr.com/photos/flanman/3488525512/sizes/z/in/photostream/8. http://www.flickr.com/photos/excelmeetingsandevents/5127057710/9. http://www.flickr.com/photos/franciscophile/516484431510.http://www.flickr.com/photos/quinnanya/272267265911.http://www.flickr.com/photos/peyri/462244646/12.http://www.flickr.com/photos/clintjcl/4990252785/13.http://www.flickr.com/photos/viggum/2311621369/sizes/z/in/photostream/14.http://www.flickr.com/photos/helga/3646442474/15.http://www.flickr.com/photos/nznavy/515522230116.http://www.flickr.com/photos/stuckincustoms/434307836817.http:////www.flickr.com/photos/programwitch/1483871472/18.http://www.flickr.com/photos/ennuiislife/4844014931/19.http://www.flickr.com/photos/orinrobertjohn/3367796418/20.http://vigilantcitizen.com/wp-content/uploads/2009/08/lady-gaga.jpg21.http://www.flickr.com/photos/antigone/2256526041/22.http://www.flickr.com/photos/pyxopotamus/291132717623.http://www.flickr.com/photos/kb-a/2246330445/
- 47. - http://thearielle.com arielle@thearielle.com (oh yeah, want more theoretical research-based insight into viral videos? let me know, i’ll send you le thesis in dec.)