Going Viral

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Going Viral

  1. 1. Going Viral
  2. 2. The Gawker Guide
  3. 3. MeetNeetzan Zimmerman 1) Gawker’s most-read blogger 2) In 2013, 9 of the top 10 Gawker posts were by him 3) In November, had 17m readers, or 80% of Gawker’s visitors
  4. 4. How He Does It 1) Monitoring a list of 1000 websites, scanning 500 items every morning 2) Working 7 to 7 3) Focus on human interest stories, inspirational stories: indulge primal interests 4) Don’t post during rush hour. Nobody reads then. Zimmerman posts at 9 am and 12 pm. 5) Work hard on your headlines. 6) Ever-green content: will this keep going around on Facebook and Twitter for months?
  5. 5. This Post
  6. 6. This Post 1) Monitoring lots of news items ✔ 2) Working 7 to 7 ✘ 3) Human interest ✔ 4) Don’t post during rush hour ✔ 5) Work hard on your headlines ✔/ ✘ 6) Ever-green content ✔
  7. 7. How To Replicate It
  8. 8. How To Replicate It Most times, a smart, descriptive headline does the trick.
  9. 9. How To Replicate It Look at what Daily Mail is doing.
  10. 10. How To Replicate It The same story, covered by others:
  11. 11. Which Of These Links Would You Click On?
  12. 12. The Problem With Link-Bait What if all websites looked like Buzzfeed?
  13. 13. Link-Bait DoesNot Work Everywhere CNN faces Twitter backlash
  14. 14. Sometimes,Just Tell The Story Straight CNN faces Twitter backlash
  15. 15. Link-Bait Annoys SeriousReaders CNN faces Twitter /backlash
  16. 16. TheDownworthyMovement Toning down hyperbolic headlines
  17. 17. How To Replicate It Consume a lot of content. 1) Subscribe to Facebook/Twitter feeds 2) Maintain RSS feed 3) Magazines/Papers/Books 4) Films/TV/Documentaries 5) Forums: Reddit/Quora/Y! Answers/9Gag
  18. 18. How To Replicate It Before you publish something, ask yourself these questions.
  19. 19. How To Replicate It 1) Does this story evoke strong emotions?
  20. 20. How To Replicate It 2) Is it a good time to publish this photo that reveals the Supreme Court to be an accidental phallic symbol? Random Facebook post in 9-2012 that nobody cared about. Resurfaced 12-2013, went viral immediately.
  21. 21. How To Replicate It 3) Will anybody share it on social media?
  22. 22. How To Replicate It 4) Can I add value to this? A better headline, a picture, a graphic? Is there a better way to present this story?
  23. 23. How To Replicate It 5) Does this story have a shelf life?
  24. 24. How To Replicate It Lastly, don’t go viral for the wrong reasons.
  25. 25. Thanks.

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