Viral content marketing, jyotika malhotra,, 14 december 2011


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How does content go viral.

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Viral content marketing, jyotika malhotra,, 14 december 2011

  1. 1. Helping createbrands for thefuture _ Viral content marketing by Jyotika Malhotra 14 December 2011 | All content copyright
  2. 2. Source – is virality?_ ^‘Gone viral’ means a piece of content has been well received and widely shared ^When word of mouth turns to word of mouse ^Examples ^‘Why this Kolaveri Di’ ^Growth of (fastest in the world) ^ Vodafone ZooZoo ads and more… 2
  3. 3. Understanding virality _ Reed’s Law: Network supports formation of groups^Consumer + Producer =Prosumer^As even consumers canproduce, share and createcontent ^Leads to formation of communities and interconnections between them; groups can talk with each other and within allowing for exponential growth . For the mathematically inclined the details are here: 3
  4. 4. Source – math ofviral _ ^In the old days of media buying, Value = Cost ^Viral marketing attempts to get value far and beyond cost ^While cost is still constant, value grows exponentially ^Post critical mass crossover/ Tipping point, the network starts paying ^The fundamental flaw underlying both Metcalfes and Reeds laws is in the assignment of equal value to all connections or all groups 4
  5. 5. Types of viralcontent _ Articles and blog posts Interactive content (quizzes, contest, widgets) Video/audio (also vlogs, podcasts) Infographics 5
  6. 6. Source – of viral tickets-to-the-world-premiere/content _ ‘In Time’ viral contest ^For the movie ‘In Time’, a Twitter contest to win tickets went viral ^#intimepremiere carried a virtual map with the location of the ticket giveaways ^Five people were located in the Los Angeles area secretly handing out tickets to the event ^As the amount of tweets increased, the closer one became to discovering the secret giveaway locations 6
  7. 7. Why shouldpeople share it? Characteristics_ Is it hilarious?– mood elevator Is it incredible or unbelievable?– seek similar reaction from friends Is it emotional?– positive or negative connect Is it agrees with our world view?– backs up our values Is it makes us stop and think?– makes us ponder at big questions in life Is it not covered by the mainstream media? Is it dramatic? Is it embarrassing?– guilty pleasure Is it provocative (but SFW)?– adds spice to life, yet can be openly shared 7
  8. 8. Source – sensation-%E2%80%93-movie-marketing-case-studyKolaveri Di Why did ‘Why this Kolaveri Di’ go viral?video_ ^Catchy and foot tapping ^English with Tamil accent ^Subtitles – karaoke approach ^Personalised video with real emotions ^Song can speak more than a trailer 8
  9. 9. Source – Ingredients of a trending topic _ Characteristics Top trending # Nucleus Topic Influencers Timing Trending Topicalit OtherSeed Velocity Mass Niche Resonance Speed Credibility of day y trends Spread Dense (few (many from from Hashtag many) few) gene topic conte ric al xtual 9
  10. 10. Source – mashable.comViral contentdesign _ Information Design Interestingness Function Form Integrity • Relevant • Easiness • Beauty • Truth • Meaningful • Usefulness • Structure • Consistency • New • Usability • Appearance • Honesty • Fit • Accuracy Result Interestingness Function Form Integrity Experiment P P Sketch P P Eye-candy P P Proof of concept P P Ugly P P P Rubbish P P P Boring P P P Useless P P P Success information design P P P P 10
  11. 11. Integrated viralexecution _ Old Spice example ^In July 2010, Old Spice launched their video campaign (was the fastest growing online viral video campaign ever) ^Created a bathroom set and had their brand endorser (A TV star) reply to online comments and questions from Facebook, Twitter, Youtube ^The campaign ran for three days 11
  12. 12. Thank you_