Viral marketing strategy for non-profits

Viral Marketing Strategy for Non-profits

Two Types of Outbreaks: One-to-Many (Viral), Many-2-Many (Meme)

Evergreen Content It’s not viral. But it has a lot of effing views.

TechniqueTopic Talent Timing Tension

Topic Who isyour audience? What are they talking about? Mash-ups Parodies Pos Note . . t-It Videos All in One Take… Is . your technique unique? Technique

Talent Who isin your video? Istheir audience the same as yours? What ishappening in the world? What can you add to that event? What isthe right time to add it? Timing

Tension What isthe s ource of your disbelief, surpris polarization? e, Celebritiesgetting mad or s urpris ed… Isit real or fake…Fat guy in a little coat… Sus Boyle… an Kanye Wes You love it, I hate it… t… All in one take… Impos ible circums s tances…

The Law of Distributed Inﬂuence Imagine all the people, singing in Trafalgar Square Did you s the frozen ee people in Grand Central?

CaseStudies

Movember

Group Exercise1. Pick a particular audience, it can even be “anyone with an internet connection”.2. Which of the Ts are they talking about, searching for, watching and sharing right now? Topics, Talent, Timing3. How can you apply a unique technique? Safe for work memes4. How can you create or resolve tension?5. Give the idea a catchy description thatʼeasy to s remember and search for.

producedistribute share

produce :: a great hook“Have you seen the __________________?”“Did you know that___________________?”“How can I find out___________________?”

distribute :: s keywords eo,

distribute :: syndication

share :: do it yourself

share :: help them help you

Review1. Observe what people are talking about, searching for, watching and sharing2. Apply the Five Tʼand Law of Distributed s Inﬂuence to develop an idea with viral potential3. Follow best practices to produce, distribute and share your content4. Inspire others to produce, distribute and share their own related content5. Repeat ad inﬁnitum

Viral marketing strategy for non-profits

by Arik Abel on Oct 23, 2011

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