Upload
mindshare
View
1.381
Download
3
Embed Size (px)
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.
Citation preview
1 Make Me A Viral!
Viral Video & YouTubeCiarán Norris, Head of Social Media: Mindshare
2Mindshare SocialMedia8: ViralTracker
When to shoot me….3
Cambodia4kidsorg on flickr
4 Agenda
• What is a viral?
• The case for viral marketing
• Planning
• Viral examples
• YouTube tips
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
6 WTF?!
Cool sh*t that people like to share.
Ciarán Norris
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
8 Why do we care?
9 First things first…
10 First things first…
YOU CAN’T MAKEA VIRAL
11 First things first…
People
Objectives
Strategy
TechnologiesForrester Methodology
•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…
13 First things first…
04/1
2/2
02
3S
am
ple
Foote
r Te
xt
Here
14 The 2 Greatest Virals Of All Time?
No. Not the video.
This bit.
15 The 2 Greatest Virals Of All Time?
Right here.
Jurvetson on flickr
16 Types of viral
• Ones that are funny
• Ones that are unbelievable
• Ones that pose a question
• Ones that are informative
• Ones that piggyback
17 Ones that are funny…
18
Sales uplift: 650% in 18 months
19 Ones that are unbelievable…
20 Ones that are unbelievable…
21 Ones that pose a question…
22 Ones that pose a question…
Re, re, rewind...
23 Ones that are informative…
24 Ones that are informative…
25 Ones that piggy-back…
26 Ones that are piggy-back…
More popular than the original
27 YouTube Tips
• Headline – Make them exclusive!
• Thumbnail – put it in the middle
• Comments – let them roll
• Referrers – refer them
28 Conclusion
It’s the creative, stupid!