James Porter_Viral Marketing Lesson every Marketer should know

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<ul><li><p>Viral marketing lessons every marketer should know</p><p>James Porter</p></li><li><p>#1</p><p>What a viral co-efficient isDefinition and Introduction</p></li><li><p>#2</p><p>How to affect viralityIf we understand it, we can affect it</p></li><li><p>Why should you care?</p></li><li><p>Launched 4 months ago 491 Linking Root Domains.</p><p>Concert Hotels 100 Years of Rock</p></li><li><p>95k </p><p>Social Shares</p></li><li><p>Covered By:</p></li><li><p>Concert Hotels 100 Years of Rock</p><p>271k unique visitors to the site from this content</p></li><li><p>Grow your link profile</p><p>Raise brand awareness</p><p>Coverage with major publishers</p><p>More visitors to your site</p><p>Viral Content</p></li><li><p>The Viral Co-efficient(how we understand viral content)</p></li><li><p>The Viral Co-efficient (K)</p><p>K = I * P * C(Primary Variables)</p><p>http://frac.tl/the-viral-growth-enigma-how-math-can-quantify-online-sharing/</p></li><li><p>The Viral Co-efficient (K)</p><p>K = I * P * C(Primary Variables)</p><p>Shares per viewerNumber of people that see then share (affect through strength of creative)</p><p>I * </p><p>I =</p><p>http://frac.tl/the-viral-growth-enigma-how-math-can-quantify-online-sharing/</p></li><li><p>The Viral Co-efficient (K)</p><p>K = I * P * C(Primary Variables)</p><p>Shared AudienceNumber of people exposed to content for each share (impact through audience and influencer targeting)</p><p>P * </p><p>P =</p><p>http://frac.tl/the-viral-growth-enigma-how-math-can-quantify-online-sharing/</p></li><li><p>The Viral Co-efficient (K)</p><p>K = I * P * C(Primary Variables)</p><p>Conversion rate% of audience that are exposed to the content and then click on it (influence through optimising titles and social meta data) </p><p>C </p><p>C =</p><p>http://frac.tl/the-viral-growth-enigma-how-math-can-quantify-online-sharing/</p></li><li><p>The Viral Co-efficient (K)</p><p>K = I * P * C(Secondary Variables)</p><p>Organic Views number of people that see your content not through social media (affect this through seeding and outreach)</p></li><li><p>The Viral Co-efficient (K)</p><p>K = I * P * CViral Co-efficient &gt;1 = viralityViral Co-efficient </p></li><li><p>Our findings suggested that 90% of viewers dont share, even for highly viral content</p><p>Viral Marketing: The Science of Sharing</p><p>Dr Karen Field</p></li><li><p>New viral content definitionAny sort of content where the viewership grows rapidly as a result of sharing</p></li><li><p>Affecting the viral co-efficient</p><p>Affecting shares per viewer (I) </p><p>Affecting shared audience (P)</p><p>Affecting conversion rate (C) </p><p>Affecting organic views (vi)</p></li><li><p>Affecting (P): Shared AudienceShared audience is the number of people exposed to our content for each share</p></li><li><p>(history of dance music)</p><p>158k social shares. 700 Linking Root Domains</p><p>Thomson: How Music Travels </p></li><li><p>Affecting (P): Shared AudienceNiche Audience vs Broad Audience</p></li><li><p>Affecting (P): Shared AudienceNiche appeal content </p><p>More viral. Shared values, interests and ideals of a niche</p></li><li><p>Affecting (P): Shared AudienceBroad appeal content</p><p>Less viral. Opportunity to operate at a much larger scale</p></li><li><p>Affecting (P): Shared AudienceTarget A Broad Niche</p><p>Broad Niche Get the benefits of the concentrated sharing of the niche. That then stimulates interest of the larger market</p><p>www.thomson.co.uk/blog/wp-content/uploads/infographic/interactive-music-map/index.html</p></li><li><p>Affecting (P): Shared AudienceTarget A Broad Niche</p><p>Passionate Dance Music Fans &gt; Dance Music Fans &gt; Music Lovers</p><p>www.thomson.co.uk/blog/wp-content/uploads/infographic/interactive-music-map/index.html</p></li><li><p>Affecting (P): Shared Audience</p><p>Why people born between the late 70s and 90s are so unhappy</p></li><li><p>Affecting (P): Shared AudienceCertain Audiences are more likely to share</p><p>Target Demographic segments e.g. generation x </p><p>Or specific Interest groups e.g. tech, marketing</p><p>Target content to highly active sharing groups</p></li><li><p>Affecting (P): Shared AudienceInfluencer Targeting</p><p>Use Klout and Followerwonk to identify influencers</p><p>Build relationships in advance of launch</p><p>Each share our content receives from influencers will have more impact</p></li><li><p>Affecting (P): Shared AudienceSummary</p><p>Target high sharing audiences</p><p>Be aware of niche and broad audience opportunities when targeting</p><p>Target influencers</p></li><li><p>Affecting (C):Conversion Rate</p><p>% of the audience that see our content and then choose to click on it</p></li><li><p>Affecting (C): Conversion RateFrame every aspect of social copy, titles and images</p><p>If you dont, youre missing an opportunity to increase virality</p><p>http://www.slideshare.net/Upworthy/how-to-make-that-one-thing-go-viral-just-kidding</p></li><li><p>Affecting (C): Conversion RateSocial Titles</p><p>1. Focus on the curiosity gap. Intrigue people. 2. Dont over-sell</p><p>http://www.slideshare.net/Upworthy/how-to-make-that-one-thing-go-viral-just-kidding</p></li><li><p>Affecting (C): Conversion RateOptimise for Facebook Open Graph and Twitter V </p><p>Allow you to control the text and image that are displayed each time something is shared</p></li><li><p>Affecting (C): Conversion RateDont set and forget</p><p>Test Title, social copy and images pre and post launch</p></li><li><p>Conversion Rate: Summary </p><p>Frame and optimise everything you can. </p><p>Test Pre and Post Launch.</p><p>Affecting (C): Conversion Rate</p></li><li><p>Affecting Organic Views (vi)</p><p>Organic views are traffic not from sharing</p></li><li><p>Launch Powerfully- 25% of shares occur first 3 days</p><p>Co-ordinate outreach at early stages to maximise impact</p><p>Source: Viral Video Chart</p><p>Affecting Organic Views (vi)</p></li><li><p>Affecting Organic Views (vi)Big Seed</p><p>Seed viral content with the most sizeable and active sharing group </p><p>This buys you into someone elses community to leverage</p></li><li><p>Affecting Organic Views (vi)Big Seed issues</p><p>Increasingly difficult to get publishers to drive traffic away from their site (due to pageview business model)</p><p>Create assets that allow almost full functionality on their site</p></li><li><p>Affecting Organic Views (vi)Big Seed issues</p><p>Problem: All value flows to publisher</p><p>Solution: Focus the canonical asset on your site</p></li><li><p>Affecting Organic Views (vi)Placement on FastCoDesign</p></li><li><p>Affecting Organic Views (vi)</p></li><li><p>Affecting Organic Views (vi)Reach = More Reach</p><p>The more people that see your content, the more people will subsequently see your content. </p><p>Maximise this any way you can cost effectively.</p><p>Leverage owned, earned and paid media</p><p>www.slideshare.net/wilreynolds/the-10000-paid-content-paid-linking-test-that-is-100-google-safe</p></li><li><p>Affecting (vi): Organic ViewsOrganic Views: Summary </p><p>Big seed approach</p><p>Focus on powerful launch to maximise impact</p><p>Maximise reach any way you can</p></li><li><p>Affecting Shares Per Viewer (i)</p><p>% of people that see your content and share </p><p>Get people talking about our content!</p></li><li><p>Affecting Shares Per Viewer (i)Two Viral Content Options</p><p>Create an emotional reaction</p><p>Create a practical resource</p><p>12</p></li><li><p>Viewed 7m times. Shared 223k times.</p><p>Affecting Shares Per Viewer (i)</p></li><li><p>Practical resources why viral?</p><p>People love to post and share useful information </p><p>Why?</p><p>Good people and we want to help others </p><p>Playing it forward -We share useful content with people in the expectation that they will one day help us</p><p>12</p><p>Affecting Shares Per Viewer (i)</p></li><li><p>Affecting Shares Per Viewer (i)</p><p>This story had 3x the sharing of any other article in a 6 month period. </p></li><li><p>Emotional content why viral?</p><p>Emotional experiences are amplified through sharing. </p><p>When we experience a strong emotional reaction, we want to share it</p><p>Affecting Shares Per Viewer (i)</p></li><li><p>Emotional content</p><p>Level of arousal created by the content is fundamental. Not the emotion itself.</p><p>Positive emotions typically perform better than negative</p><p>A stronger level of emotional arousal means greater stimulation to share</p><p>Affecting Shares Per Viewer (i)</p><p>http://frac.tl/viral-emotions-study/</p></li><li><p>Affecting Shares Per Viewer (i)</p><p>The level of emotional arousal stimulated is key </p></li><li><p>Emotional content</p><p>PRO Tip When youre showing people your content, dont necessarily ask peoples opinions, watch their reactions. If you can see one, youre onto something</p><p>Affecting Shares Per Viewer (i)</p><p>http://frac.tl/viral-emotions-study/</p></li><li><p>How can we leverage emotions in our content?</p><p>Affecting Shares Per Viewer (i)</p></li><li><p>Affecting Shares Per Viewer (i)</p></li><li><p>Leverage emotion- Stimulate emotion fast.</p><p>Clarity and simplicity of idea (so people immediately get what they are seeing) </p><p>Use visual content. This allows for almost immediate comprehension, which is why visual content is so viral</p><p>Affecting Shares Per Viewer (i)</p></li><li><p>Affecting Shares Per Viewer (i)</p></li><li><p>Leverage emotion existing emotions</p><p>Link content with things that people are ALREADY passionate and emotional about</p><p>Sites like Upworthy play off existing emotional issues e.g. LGBT, Parenting, Guns and Crime</p><p>Affecting Shares Per Viewer (i)</p></li><li><p>Affecting Shares Per Viewer (i)</p><p>http://www.concerthotels.com/ipod-visualized-as-vinyl</p></li><li><p>Affecting Shares Per Viewer (i)</p><p>http://www.concerthotels.com/ipod-visualized-as-vinyl</p></li><li><p>Creating Social Value Choices of what we share reflect our identity. </p><p>Will I look good sharing this?Remarkability (new, unusual, different, extraordinary)</p><p>Affecting Shares Per Viewer (i)</p><p>http://jonahberger.com/books/contagious/</p></li><li><p>Affecting Shares Per Viewer (i)</p><p>New design styles and functionality are highly shareable</p></li><li><p>Design Quality</p><p>New design styles and web technologies give the opportunity to present existing information in a new and creative way</p><p>This can be a key USP of your content versus what the rest of the web is creating</p><p>Affecting Shares Per Viewer (i)</p></li><li><p>Affecting Shares Per Viewer (i)Test - social buttons to see what works</p><p>Can be difference between contents success and failure</p></li><li><p>Shares per viewer: Summary</p><p>Practical or Emotional content</p><p>Create social value</p><p>Great design</p><p>Test social buttons</p><p>Affecting (i): Shares Per Viewer</p></li><li><p>Conclusion</p></li><li><p>Characteristics of Viral Content</p><p>Visual, Interactive or Personalised (often win)</p></li><li><p>Characteristics of Viral Content</p><p>Visual, Interactive or Personalised (often win)</p><p>Quick to understand</p></li><li><p>Characteristics of Viral Content</p><p>Visual, Interactive or Personalised (often win)</p><p>Quick to understand</p><p>New, surprising or different </p></li><li><p>Characteristics of Viral Content</p><p>Visual, Interactive or Personalised (often win)</p><p>Quick to understand</p><p>New, surprising or different </p><p>Strong emotional hook (or practical)</p></li><li><p>Characteristics of Viral Content</p><p>Visual, Interactive or Personalised (often win)</p><p>Quick to understand</p><p>New, surprising or different </p><p>Strong emotional hook (or practical)</p><p>Strong design</p></li><li><p>Characteristics of Viral Content</p><p>Visual, Interactive or Personalised (often win)</p><p>Quick to understand</p><p>New, surprising or different </p><p>Strong emotional hook (or practical)</p><p>Strong design</p><p>Social optimisation</p></li><li><p>Characteristics of Viral Content</p><p>Visual, Interactive or Personalised (often win)</p><p>Quick to understand</p><p>New, surprising or different </p><p>Strong emotional hook (or practical)</p><p>Strong design</p><p>Social optimisation</p><p>Evidence of past virality in the topic</p></li><li><p>Even Then You Might Fail</p><p>Involves a lot of time and effort</p><p>Involves financial risk</p><p>There will be failure</p><p>BUT</p><p>You have the opportunity to revolutionise your business through viral content</p></li><li><p>Thanks.Any Questions?</p><p>James Porter</p><p>james.porter@distilled.net @jamesporter_co</p></li></ul>