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Viral marketing lessons every
marketer should know
James Porter
#1
What a viral co-efficient is
Definition and Introduction
#2
How to affect virality
If we understand it, we can affect it
Why should you care?
Concert Hotels 100 Years of Rock

Launched 4 months ago

491 Linking Root Domains.
Social Shares

95k
Covered By:
Concert Hotels 100 Years of Rock

271k unique visitors to the site from this content
Viral Content
Grow your link profile
Raise brand awareness
Coverage with major publishers
More visitors to your site
The Viral Co-efficient
(how we understand viral content)
The Viral Co-efficient (K)
K=I*P*C
(Primary Variables)

http:/
/frac.tl/the-viral-growth-enigma-how-math-can-quantify-online-sharing/
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/
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/
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/
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)
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
Our findings suggested
that 90% of viewers don’t
share, even for highly viral
content
Dr Karen Field

Viral Marketing: The Science of Sharing
New viral content definition
“Any sort of content where the viewership grows
rapidly as a result of sharing”
Affecting the viral co-efficient
Affecting shares per viewer (I)
Affecting shared audience (P)
Affecting conversion rate (C)
Affecting organic views (vi)
Affecting (P): Shared Audience
Shared audience is the number of people exposed to
our content for each share
Thomson: How Music Travels
(history of dance music)

158k social shares.

700 Linking Root Domains
Affecting (P): Shared Audience
Niche Audience vs Broad Audience
Affecting (P): Shared Audience
Niche appeal content
More viral.
Shared values, interests and ideals of a niche
Affecting (P): Shared Audience
Broad appeal content
Less viral.
Opportunity to operate at a much larger scale
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
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
Affecting (P): Shared Audience

Why people born between the late 70’s and 90’s are so unhappy
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
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
Affecting (P): Shared Audience
Summary
Target high sharing audiences
Be aware of niche and broad audience
opportunities when targeting
Target influencers
Affecting (C):Conversion Rate
% of the audience that see our content
and then choose to click on it
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
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
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
Affecting (C): Conversion Rate
Don’t set and forget

Test Title, social copy and images pre and post launch
Affecting (C): Conversion Rate
Conversion Rate: Summary
Frame and optimise everything you can.
Test Pre and Post Launch.
Affecting Organic Views (vi)
Organic views are traffic not from sharing
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
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
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
Affecting Organic Views (vi)
Big Seed – issues
Problem: All value flows to publisher
Solution: Focus the canonical asset on your site
Affecting Organic Views (vi)
Placement on FastCoDesign
Affecting Organic Views (vi)
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
Affecting (vi): Organic Views
Organic Views: Summary
Big seed approach
Focus on powerful launch to maximise impact
Maximise reach any way you can
Affecting Shares Per Viewer (i)
% of people that see your content and share
Get people talking about our content!
Affecting Shares Per Viewer (i)
Two Viral Content Options

1 Create an emotional reaction
2 Create a practical resource
Affecting Shares Per Viewer (i)

Viewed 7m times.

Shared 223k times.
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
Affecting Shares Per Viewer (i)

This story had 3x the sharing of any other article in a 6 month period.
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
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/
Affecting Shares Per Viewer (i)

The level of emotional arousal stimulated is key
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/
Affecting Shares Per Viewer (i)
How can we leverage emotions in our content?
Affecting Shares Per Viewer (i)
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
Affecting Shares Per Viewer (i)
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
Affecting Shares Per Viewer (i)

http:/
/www.concerthotels.com/ipod-visualized-as-vinyl
Affecting Shares Per Viewer (i)

http:/
/www.concerthotels.com/ipod-visualized-as-vinyl
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/
Affecting Shares Per Viewer (i)

New design styles and functionality are highly shareable
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
Affecting Shares Per Viewer (i)
Test - social buttons to see what works

Can be difference between contents success and failure
Affecting (i): Shares Per Viewer
Shares per viewer: Summary
Practical or Emotional content
Create social value
Great design
Test social buttons
Conclusion
Characteristics of Viral Content
Visual, Interactive or Personalised (often win)
Characteristics of Viral Content
Visual, Interactive or Personalised (often win)
Quick to understand
Characteristics of Viral Content
Visual, Interactive or Personalised (often win)
Quick to understand
New, surprising or different
Characteristics of Viral Content
Visual, Interactive or Personalised (often win)
Quick to understand
New, surprising or different
Strong emotional hook (or practical)
Characteristics of Viral Content
Visual, Interactive or Personalised (often win)
Quick to understand
New, surprising or different
Strong emotional hook (or practical)
Strong design
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
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
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
Thanks.
Any Questions?
James Porter

james.porter@distilled.net

@jamesporter_co

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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
  • 5. Concert Hotels 100 Years of Rock Launched 4 months ago 491 Linking Root Domains.
  • 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
  • 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
  • 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