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Make Me A Viral: The Art & Science Of Video Virals
 

Make Me A Viral: The Art & Science Of Video Virals

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"Make me a viral" is often the cry of clients looking for magic-bullet marketing. But can you actually 'make' a viral? And how do videos end up going vioral? This presentation looks at some of the ...

"Make me a viral" is often the cry of clients looking for magic-bullet marketing. But can you actually 'make' a viral? And how do videos end up going vioral? This presentation looks at some of the great viral successes.

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    Make Me A Viral: The Art & Science Of Video Virals Make Me A Viral: The Art & Science Of Video Virals Presentation Transcript

    • 1
      Make Me A Viral!
      Viral Video & YouTube
      Ciarán Norris, Head of Social Media: Mindshare
    • 2
      Mindshare SocialMedia8: ViralTracker
    • 3
      When to shoot me….
      Cambodia4kidsorg on flickr
    • Agenda
      • What is a viral?
      • The case for viral marketing
      • Planning
      • Viral examples
      • YouTube tips
      4
    • What is viral marketing?
      Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness, through self-replicating viral processes, analogous to the spread of pathological and computer viruses.
      Wikipedia
      5
    • WTF?!
      Cool sh*t that people like to share.
      Ciarán Norris
      6
    • The case for viral marketing
      Why do companies like Toblerone or Pepperidge Farm bother having websites?
      As if people are going to say to themselves, “Gee, I wish I knew more about Milano cookies. I know! I’ll go to their site!”
      Just a thought.
      Ethan Jarlewski: Douglas Coupland, JPod
      7
    • Why do we care?
      8
    • First things first…
      9
    • First things first…
      YOU CAN’T MAKE
      A VIRAL
      10
    • First things first…
      People
      Objectives
      Strategy
      Technologies
      Forrester Methodology
      11
    • First things first…
      • Publish Web page
      • Publish or maintain blog
      • Upload video to sites like YouTube
      • Comment on blogs
      • Post ratings and reviews
      Creators
      Critics
      • Use RSS
      • Tag Web pages
      Collectors
      `
      • Use social networking sites
      Joiners
      • Read blogs
      • Watch peer-generated video
      • Listen to podcasts
      Spectators
      • None of these activities
      Inactive
      Source: Forrester’s NAVTAS Q4 2006 Devices & Access Online Survery
    • First things first…
      13
    • The 2 Greatest Virals Of All Time?
      10/12/2009
      Sample Footer Text Here
      14
      No.
      Not the video.
      This bit.
    • The 2 Greatest Virals Of All Time?
      15
      Right here.
      Jurvetson on flickr
    • Types of viral
      • Ones that are funny
      • Ones that are unbelievable
      • Ones that pose a question
      • Ones that are informative
      • Ones that piggyback
      16
    • Ones that are funny…
      17
    • 18
      Sales uplift: 650% in 18 months
    • Ones that are unbelievable…
      19
    • Ones that are unbelievable…
      20
    • Ones that pose a question…
      21
    • Ones that pose a question…
      22
      Re, re, rewind...
    • Ones that are informative…
      23
    • Ones that are informative…
      24
    • Ones that piggy-back…
      25
    • Ones that are piggy-back…
      26
      More popular than the original
    • YouTube Tips
      • Headline – Make them exclusive!
      • Thumbnail – put it in the middle
      • Comments – let them roll
      • Referrers – refer them
      27
    • Conclusion
      It’s the creative,
      stupid!
      28
    • 29
      Ciarán Norris
      Head of Social Media, Mindshare
      ciaran.norris@mindshareworld.com
      @ciaranj
      psd on flickr