How to win
the Internet
01
DEFINING
WINNING THE
INTERNET
• If people click and don’t share= LOSE
• If people share but their friends don’t click= LOSE
• Clickable+ Shareable= WINN...
Buzz Marketing
Creating excitement and
buildup leading to talk in
the street.
Focus= the talking
about your promotion
Mail...
Buzz Marketing
Creating excitement and
buildup leading to talk in
the street.
Focus= the talking
about your promotion
Mail...
02Facts About
Internet Winners
FACT #1
Most Viral content is usually
OVER 1 MINUTE
FACT #2
Most Viral Content
occurs in these
Categories
Music
Ads
Politics
Comedy
Animals
Sexy
Tech
Strange
FACT #3
Winning the Internet is both
science + art
03The ART Part
#1 The Art of Framing
(Packaging)
11 Words Make All The Difference!
Don’t Ignore the Share Image
Nobody wants to see your logo on
a facebook post. Nobody.
# 2 The Art of Contening (the
nutritional value)
“Don’t try to spread
cold butter on bread”
Tell A Story
Tell A Story
Tell A Story
# 3 The Art of Sharing
10 Strongest reasons People Share
Where?
Who?
04The SCIENCE Part
THE FIRST 5 SECONDS
The First 5-7 Seconds
Adidas Misunderstood this and literally
created 5 Second Ads
Some chose to face it!
Some created campaigns
around it!
What actually worked in the first
5 seconds….
Kmart’s SHIP MY PANTS is one of the most viral ads of all times…
(more than ...
The last seconds
also matter!
Think of it as a timeline
CLICK SHARE
STUFF AND THINGS AND CATS
vs
AROUSAL HIERARCHY
VIRAL
EXTREMELY SOCIABLE
EMOTIONAL
MADE FOR TV
Sharing is Caring
So…Build an emotional roller coaster
PLAY 1:30- end
“The ads that scored highest
for sharing motivation gave
viewers multiple reasons
to share.”
1. Connect with friends about a SHARED PASSION or interest.
2. To help socialize with friends offline.
3. The sharer belie...
Celebrity Endorsement
TIMING IS EVERYTHING
The Ultimate Scientific
Formula
B1X
HEADLINE
CELEBRITY
AROUSAL
HIERARCHY
FIRST/LAST
SECONDS
LUCK
TIMING
SEEDING
Winning the
Internet Checklist
05
 Was the ad well seeded?
 Was there a curiosity gap in the title?
 Could you use the title to finish this sentence “Hey...
06Ways You Cannot
Win the Internet
THIS
COMPANY
THIS GUY
07POP QUIZ
Come up with alternative
headlines for this video
Q: What is the most
viral ad ever?
08Q&A
How to win the internet (Or What Makes Content Go Viral)
How to win the internet (Or What Makes Content Go Viral)
How to win the internet (Or What Makes Content Go Viral)
How to win the internet (Or What Makes Content Go Viral)
How to win the internet (Or What Makes Content Go Viral)
How to win the internet (Or What Makes Content Go Viral)
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How to win the internet (Or What Makes Content Go Viral)

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We've all wondered it, we all want it, and all our clients are ready to pay for it. Okay, not all. This is the conclusive no-bullshit report that tells you what makes things go viral, and splits it into ART and SCIENCE. Seriously there's equations in there (full disclosure: part of the equation is LUCK) but nonetheless, there is a strategy to getting your stuff more views and shares.

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How to win the internet (Or What Makes Content Go Viral)

  1. 1. How to win the Internet
  2. 2. 01 DEFINING WINNING THE INTERNET
  3. 3. • If people click and don’t share= LOSE • If people share but their friends don’t click= LOSE • Clickable+ Shareable= WINNING
  4. 4. Buzz Marketing Creating excitement and buildup leading to talk in the street. Focus= the talking about your promotion Mail, SMS, and Web are integrated in a multi- channel campaign Viral Marketing Get your audience to do your marketing for you Focus= the spreading of your message Web is a key element
  5. 5. Buzz Marketing Creating excitement and buildup leading to talk in the street. Focus= the talking about your promotion Mail, SMS, and Web are integrated in a multi- channel campaign Viral Marketing Get your audience to do your marketing for you Focus= the spreading of your message Web is a key element
  6. 6. 02Facts About Internet Winners
  7. 7. FACT #1 Most Viral content is usually OVER 1 MINUTE
  8. 8. FACT #2 Most Viral Content occurs in these Categories Music Ads Politics Comedy Animals Sexy Tech Strange
  9. 9. FACT #3 Winning the Internet is both science + art
  10. 10. 03The ART Part
  11. 11. #1 The Art of Framing (Packaging)
  12. 12. 11 Words Make All The Difference!
  13. 13. Don’t Ignore the Share Image Nobody wants to see your logo on a facebook post. Nobody.
  14. 14. # 2 The Art of Contening (the nutritional value) “Don’t try to spread cold butter on bread”
  15. 15. Tell A Story Tell A Story Tell A Story
  16. 16. # 3 The Art of Sharing 10 Strongest reasons People Share
  17. 17. Where? Who?
  18. 18. 04The SCIENCE Part
  19. 19. THE FIRST 5 SECONDS
  20. 20. The First 5-7 Seconds Adidas Misunderstood this and literally created 5 Second Ads
  21. 21. Some chose to face it!
  22. 22. Some created campaigns around it!
  23. 23. What actually worked in the first 5 seconds…. Kmart’s SHIP MY PANTS is one of the most viral ads of all times… (more than 20 million views so far)
  24. 24. The last seconds also matter!
  25. 25. Think of it as a timeline CLICK SHARE STUFF AND THINGS AND CATS
  26. 26. vs
  27. 27. AROUSAL HIERARCHY
  28. 28. VIRAL EXTREMELY SOCIABLE EMOTIONAL MADE FOR TV
  29. 29. Sharing is Caring
  30. 30. So…Build an emotional roller coaster PLAY 1:30- end
  31. 31. “The ads that scored highest for sharing motivation gave viewers multiple reasons to share.”
  32. 32. 1. Connect with friends about a SHARED PASSION or interest. 2. To help socialize with friends offline. 3. The sharer believes the product or service could be USEFUL to friends. 4. The video promotes a GOOD CAUSE. 5. It's about a current TREND or EVENT. 6. It demonstrates the sharer's KNOWLEDGE and authority about a subject. 7. The sharer wants to be the FIRST TO TELL friends about a subject. 8. To start an online CONVERSATION. 9. Because the video says something ABOUT the sharer. 10.To see what friends THINK.
  33. 33. Celebrity Endorsement
  34. 34. TIMING IS EVERYTHING
  35. 35. The Ultimate Scientific Formula
  36. 36. B1X HEADLINE CELEBRITY AROUSAL HIERARCHY FIRST/LAST SECONDS LUCK TIMING
  37. 37. SEEDING
  38. 38. Winning the Internet Checklist 05
  39. 39.  Was the ad well seeded?  Was there a curiosity gap in the title?  Could you use the title to finish this sentence “Hey, did you see the video of______”  Did the first 5 seconds grab your attention?  Did it make you feel a strong emotion (laughing out loud, crying, nostalgia)  Would sharing it make you look cool?  Would your mom share it?
  40. 40. 06Ways You Cannot Win the Internet
  41. 41. THIS COMPANY
  42. 42. THIS GUY
  43. 43. 07POP QUIZ
  44. 44. Come up with alternative headlines for this video
  45. 45. Q: What is the most viral ad ever?
  46. 46. 08Q&A
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