1Make Me A Viral!Viral Video & YouTubeCiarán Norris, Head of Social Media: Mindshare

2Mindshare SocialMedia8: ViralTracker

3When to shoot me….Cambodia4kidsorg on flickr

Agenda What is a viral? The case for viral marketing Planning Viral examples YouTube tips4

What is a viral?

The case for viral marketing

Planning

Viral examples

YouTube tips

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.Wikipedia5

WTF?!Cool sh*t that people like to share.Ciarán Norris6

The case for viral marketingWhy 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, JPod7

Why do we care?8

First things first…9

First things first…YOU CAN’T MAKEA VIRAL10

First things first…PeopleObjectivesStrategyTechnologiesForrester Methodology11

First things first…Publish Web pagePublish or maintain blogUpload video to sites like YouTubeComment on blogsPost ratings and reviewsCreatorsCriticsUse RSSTag Web pagesCollectors`Use social networking sitesJoinersRead blogsWatch peer-generated videoListen to podcastsSpectatorsNone of these activitiesInactiveSource: Forrester’s NAVTAS Q4 2006 Devices & Access Online Survery

Publish Web page

Publish or maintain blog

Upload video to sites like YouTube

Comment on blogs

Post ratings and reviews

Use RSS

Tag Web pages

Use social networking sites

Read blogs

Watch peer-generated video

Listen to podcasts

None of these activities

First things first…13

The 2 Greatest Virals Of All Time?10/12/2009Sample Footer Text Here14No. Not the video. This bit.

The 2 Greatest Virals Of All Time?15Right 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 piggyback16

Ones that are funny

Ones that are unbelievable

Ones that pose a question

Ones that are informative

Ones that piggyback

Ones that are funny…17

18Sales 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…22Re, re, rewind...

Ones that are informative…23

Ones that are informative…24

Ones that piggy-back…25

Ones that are piggy-back…26More popular than the original

YouTube Tips Headline – Make them exclusive! Thumbnail – put it in the middle Comments – let them roll Referrers – refer them27

Headline – Make them exclusive!

Thumbnail – put it in the middle

Comments – let them roll

Referrers – refer them

ConclusionIt’s the creative, stupid!28

29Ciarán NorrisHead of Social Media, Mindshareciaran.norris@mindshareworld.com@ciaranjpsd on flickr