Make Me A Viral: Viral Video & YouTube

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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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  • 1. 1
    Make Me A Viral!
    Viral Video & YouTube
    Ciarán Norris, Head of Social Media: Mindshare
  • 2. 2
    Mindshare SocialMedia8: ViralTracker
  • 3. Agenda
    • What is a viral?
    • 4. Why do we care?
    • 5. Planning
    • 6. Viral examples
    • 7. YouTube tips
    3
  • 8. 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
    4
  • 9. WTF?!
    Cool sh*t that people like to share.
    Ciarán Norris
    5
  • 10. 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, JPod
    6
  • 11. Why do we care?
    7
  • 12. First things first…
    8
  • 13. First things first…
    YOU CAN’T MAKE
    A VIRAL
    9
  • 14. First things first…
    People
    Objectives
    Strategy
    Technologies
    Forrester Methodology
    10
  • 15. First things first…
    • Publish Web page
    • 16. Publish or maintain blog
    • 17. Upload video to sites like YouTube
    • 18. Comment on blogs
    • 19. Post ratings and reviews
    Creators
    Critics
    • Use RSS
    • 20. Tag Web pages
    Collectors
    `
    • Use social networking sites
    Joiners
    • Read blogs
    • 21. Watch peer-generated video
    • 22. Listen to podcasts
    Spectators
    • None of these activities
    Inactive
    Source: Forrester’s NAVTAS Q4 2006 Devices & Access Online Survery
  • 23. First things first…
    12
  • 24. The 2 Greatest Virals Of All Time?
    10/27/2009
    Sample Footer Text Here
    13
    No.
    Not the text.
    This bit.
  • 25. The 2 Greatest Virals Of All Time?
    14
    Right here.
    Jurvetson on flickr
  • 26. Types of viral
    • Ones that are funny
    • 27. Ones that are unbelievable
    • 28. Ones that pose a question
    • 29. Ones that are informative
    • 30. Ones that piggyback
    15
  • 31. Ones that are funny…
    16
  • 32. 17
    Sales uplift: 650% in 18 months
  • 33. Ones that are unbelievable…
    18
  • 34. Ones that are unbelievable…
    19
  • 35. Ones that pose a question…
    20
  • 36. Ones that pose a question…
    21
    Re, re, rewind...
  • 37. Ones that are informative…
    22
  • 38. Ones that are informative…
    23
  • 39. Ones that piggy-back…
    24
  • 40. Ones that are piggy-back…
    25
    More popular than the original
  • 41. YouTube Tips
    • Headline – Make them exclusive!
    • 42. Thumbnail – put it in the middle
    • 43. Comments – let them roll
    • 44. Referrers – refer them
    26
  • 45. Conclusion
    It’s the creative,
    stupid!
    27
  • 46. 28
    Ciarán Norris
    Head of Social Media, Mindshare
    ciaran.norris@mindshareworld.com
    @ciaranj
    psd on flickr