Creating Viral Content 病毒行銷·你學得會

Eli SchwartzDirector of Marketing, APAC SurveyMonkeySurveyMonkey 亞太行銷總監

Everyone Can Be A VIRAL Marketer病毒行銷 · 你學得會！Taipei, Taiwan

August 2016

SurveyMonkey 是世界一流的問卷調查平台SurveyMonkey Is the World’s #1 Survey Platform

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3MSurvey responses are generated daily每日回收問卷數

17KNew sign-ups daily每日註冊新用戶

90MUnique visitors

every month每月訪客

“SurveyMonkey turns online surveys into a hot business.”

“One of the hottest startupsto watch.”

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Personal1%

Education21%

Govt.9%

For-Profit42%

We Have 20+ Million Registered Users of All Types

99% of the Fortune 500

2 千多萬的註冊用戶，涵蓋了 99% 的 500 強企業

Get valuable data for everyone across your organizationWe Help Companies and People Make Smarter Decisions

PerformanceReviews

WebsiteFeedback

ParentFeedback

EventPlanning

ProductResearch

Market ResearchNPSEmployee

SatisfactionCustomer

SatisfactionNonprofitSurveys

我們幫助企業和個人蒐集數據，做出合理決策

績效評估網站反饋母公司反饋活動規劃產品調研

非盈利調查客戶滿意度員工滿意度 NPS 市場調查

[email protected]

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Why do you want to go viral?為何要玩病毒行銷？

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Why do you want to go viral?為何要玩病毒行銷？

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Everything can be viral萬物皆有染

www.surveymonkey.com/r/3DHLXJ8

What is virality?

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• Controversy 爭論• Anger 憤怒• Joy 快樂• Newsworthy 有新聞價值• Easy to consume 消費得起• Practical & useful 實用性

There must be an emotional connection for you to engage找到用戶積極參與的情緒連接點

What do the experts say? 磚家說

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• Attributes 屬性 – tie in to who people are (e.g students, patriotism)• Tribes 群體 – make them a part of something (“Pissed off consumers”)• Insights 見解 – confirm a flattering attribute (Yup, you are smart)• Ego 自我意識 – Share to make yourself look good • Topical 話題 – on the the relevant topics (Latest news) • Competition 競爭 – Can you beat me?• Collaborative 合作 – Brings a feeling of togetherness• Delight 高興 – LOL!• Actionable 可行 – How to lose weight

Examples of viral triggers 行銷導火索

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• Bill is Stupid• Ice bucket challenge• Various infographics• Videos

Examples of virality

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• Male vs female? • Age? • Hours of sleep at night• How much money do you make?• Bad habits?• Where do you live?• Have you ever been unfaithful?• What was the last lie you told?• Devices?• Scenarios• Image reactions

Use surveys and ask BOLD questions使用問卷大膽調查

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Paint a bullseye around your darts

Prewrite your headlines

___% of ____ ____ want to ____ with____

在飛鏢所射之處畫靶心

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Paint a bullseye around your darts

Prewrite your headlines

___% of ____ ____ want to ____ with____

16% of married | males want to have an affair with Justin Bieber

在飛鏢所射之處畫靶心

Surveys = data = Unique content

charts

articles

infographics

blogs

PDF

Surveys

調查 = 數據 = 獨特內涵

Case study

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surveymonkey.com/r/sg-toilet-example

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Painted bullseyes畫靶心

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Single dimensional view單維度的觀點

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2 dimensional view兩維度的觀點

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What was the other?

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Turned in into an infographic圖像視覺化

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Results

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Toilets go viral, but so do lots of other topics!除了廁所，還有很多話題可以病毒行銷

www.surveymonkey.com/results/SM-YZTV82VM/

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• Dig deep into behaviors• Put numbers in the headline• Use short URL’s • Make the URL’s descriptive• Use images above the fold• Make it easy to scan• Time it right• Get it to influencers• Be newsworthy• Use paid social• BUILD IN THE EMOTION

Next steps

Email me for slides: [email protected]

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