James Porter_Viral Marketing Lesson every Marketer should know

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James Porter_Viral Marketing Lesson every Marketer should know

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

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