Social Media Marketing & The Fallacy of Going Viral

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This Social Media Marketing & Going Viral presentation was given in August 2011 at the SES San Francisco conference. The deck highlights the points about the fallacies of "going viral" and how …

This Social Media Marketing & Going Viral presentation was given in August 2011 at the SES San Francisco conference. The deck highlights the points about the fallacies of "going viral" and how companies should really focus on becoming a valuable asset and fulfilling the needs of their clients to create a loyal & engaged consumer base.

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Transcript

  • 1. Like Me! 
    Liana “Li” Evans
    LiBeck Integrated Marketing
    @storyspinner
  • 2. Everyone Wants to “Go Viral”
  • 3. You Can’t Plan Viral
    Very Accidental
    Most things that go viral are never planned that way
    Timing is Everything
    What worked today won’t work tomorrow
    Most Don’t Sell Anything
    There’s never an expectation of purchase
  • 4. You Don’t Have to Be Sexy to Be Valuable
    Remember Viral is Short Lived
    Usually a short burst & hard to create
    When Your Valuable, You’re ‘Sticky’
    People will always want more
    They’ll recommend you to their friends
    Think Differently
    Don’t be a copy cat, be valuable in your own way
  • 5. Big Tony the Plumber Isn’t Sexy….
  • 6. What’s Your Goal?
  • 7. Make it Easy to Share…
    … Or Someone Else Will
  • 8. Find Their Passion
    Hitting an Emotion Causes Passionate Actions
    Useful / Solving a Problem
    Outrage
    Happiness
    Sadness
    Humor
    Compassion
  • 9. Focus on Quality
    What would you rather have 30k+ fans who just follow you or:
    1k fans who over 50% read your content
    100 views that lead to 10+ purchases?
    400 loyal fans who recommend you to 5 of their friends once a week
  • 10. How Can You Realistically Have a Conversation?
  • 11. When You Focus on What They Want
  • 12. Understand Your Audience
    Where Are They?
    This is where you can seed your content
    What Are They Doing?
    Reading, Creating, Conversing
    What is Their Need?
    Time Saving, Gathering Info, Comfort
  • 13.
  • 14. Give Up Control
    It’s Social Media – You Really Don’t “Own” Anything Anymore
    Your audience wants to feel connected to you
    Your audience wants to feel like they help make your success
    You cannot control what your audience thinks, says or how they react
  • 15. Get Your Audience Involved
    Getting Them Involved Brings Them Back – It Makes You ‘Sticky’
    Apps, Games
    Quizzes
    Polls
    Questions
    Interactive Videos, Apps, Flash
  • 16. Be Realistic
    Don’t Create Pieces with the Intent of Going Viral, But Be Prepared
    What’s Success for Your Content?
    Page Views, Time on Site, Conversions
    What Do You Measure?
    Traffic, Buzz, Shares, Links
    It Rarely Happens Overnight
    Find Your Influencers & Seed it To Them 1st
  • 17. Don’t Forget to Integrate
    Optimize Your Content
    So it can be found anywhere
    Synch Your Messages
    So your audience isn’t confused
    Don’t Ignore Other Channels
    They can help propagate your tactics
    Attribution
    Remember to count Social in the Mix
  • 18. Summary
    Viral isn’t Cookie Cutter
    Find Your Audience’s Passion
    Create Content for THEM!
    Make That Content EASY to Share
    Give Up Control
    Stop Counting!
    Remember It’s About Them
  • 19. Free Resources
    eBooks:
    Social Media Myths
    3 Keys to Content Creation & Success in Social Media
    What is Foursquare: A Business Guide to Location Based Marketing
    Free Chapter of Social Media Marketing: Engaging Strategies for Facebook, Twitter & Other Social Media
  • 20. Contact
    Liana “Li” Evans
    www.LiBeckIMLLC.com
    @storyspiner
    Facebook.com/lianaevans
    li.evans@libeckimllc.com
    Can Buy the Book at Booth 720 (and get a free eBook copy too)