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

2Mindshare SocialMedia8: ViralTracker

Agenda What is a viral? Why do we care? Planning Viral examples YouTube tips3

What is a viral?

Why do we care?

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.Wikipedia4

WTF?!Cool sh*t that people like to share.Ciarán Norris5

Why do we care?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, JPod6

Why do we care?7

First things first…8

First things first…YOU CAN’T MAKEA VIRAL9

First things first…PeopleObjectivesStrategyTechnologiesForrester Methodology10

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…12

The 2 Greatest Virals Of All Time?10/27/2009Sample Footer Text Here13No. Not the text. This bit.

The 2 Greatest Virals Of All Time?14Right 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 piggyback15

Ones that are funny

Ones that are unbelievable

Ones that pose a question

Ones that are informative

Ones that piggyback

Ones that are funny…16

17Sales uplift: 650% in 18 months

Ones that are unbelievable…18

Ones that are unbelievable…19

Ones that pose a question…20

Ones that pose a question…21Re, re, rewind...

Ones that are informative…22

Ones that are informative…23

Ones that piggy-back…24

Ones that are piggy-back…25More popular than the original

YouTube Tips Headline – Make them exclusive! Thumbnail – put it in the middle Comments – let them roll Referrers – refer them26

Headline – Make them exclusive!

Thumbnail – put it in the middle

Comments – let them roll

Referrers – refer them

ConclusionIt’s the creative, stupid!27

28Ciarán NorrisHead of Social Media, Mindshareciaran.norris@mindshareworld.com@ciaranjpsd on flickr