Contagious Content: Going Viral Online

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You can create contagious content, if you understand what make things go viral online. In this presentation, I will share three stories I wrote that went viral online. I will share some secrets I …

You can create contagious content, if you understand what make things go viral online. In this presentation, I will share three stories I wrote that went viral online. I will share some secrets I learned along the way, too.

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  • My name is Brian Sullivan. I got interested in Leonardo Da Vinci about 10 years ago.
  • My name is Brian Sullivan. I got interested in Leonardo Da Vinci about 10 years ago.
  • My name is Brian Sullivan. I got interested in Leonardo Da Vinci about 10 years ago.
  • My friends and I started the Big Design Conference in 2009.
  • My name is Brian Sullivan. I got interested in Leonardo Da Vinci about 10 years ago.
  • My name is Brian Sullivan. I got interested in Leonardo Da Vinci about 10 years ago.

Transcript

  • 1. Creating Contagious Content Psychology of Going Viral Online
  • 2. The inner fire is the most important thing mankind possesses. Edith Sodergran
  • 3. This is the story of how my friend, Keith Anderson. Keith was greatly helped when a piece of content I wrote went viral online.
  • 4. Keith has a wife, Julie, and two daughters. In this picture, they are enjoying a holiday break one year before a traumatic event affected all their lives.
  • 5. One year later, Keith would be diagnosed with pancreatitis, which is severe inflammation of the pancreas. It is very painful, like having a heart attack.
  • 6. My friend would undergo four surgeries. He was hooked up to a dialysis machine. Keith was put into drug-induced coma for over a month. He gained 100 pounds of water weight. He lungs were filling up with water (at one point).
  • 7. I thought of his family. I needed to do something. I asked Julie how they were doing financially. She said, “Ok.” But, I knew better. So, I did something about it.
  • 8. I wrote a blog article asking the community to help out Keith’s family.
  • 9. I posted the article on the day before Thanksgiving, which is also known as Travel Day in America. People are traveling to see family. I expected a tepid response.
  • 10. We raised one-thousand dollars. I had asked for 1,500 originally. $1,000
  • 11. I expected less on Thanksgiving Day. People were with family.
  • 12. $2,000
  • 13. Black Friday. People would be shopping?
  • 14. $3,000
  • 15. Cyber Monday. Online Deals? People still shopping?
  • 16. $5,000
  • 17. In the end, we kept raising money….
  • 18. $25,000
  • 19. The Importance of Contagious Content
  • 20. Brian Sullivan. @BrianKSullivan @bigdesign Hi, my name is #viral
  • 21. Design Strategy & Execution Run 3 start of the art UX testing facilities at a major software firm.
  • 22. Founded Dallas UX Group Over 1,100 people in the group. We meet monthly.
  • 23. I founded Big Design Conference in 2008. September 4-6, 2014
  • 24. Industry Speaker
  • 25. User Guides
  • 26. Cover Articles
  • 27. 500+ Blog Posts
  • 28. #1 Slides from SxSW 2013
  • 29. The coolest thing I have ever written was about Keith Anderson.
  • 30. What Makes Content Contagious?
  • 31. I wanted to know why this piece of content went viral. So, I read Contagious and Made to Stick.
  • 32. Contagious by Jonah Berger helped me to understand the reasons for the content going viral.
  • 33. Sharable information to make us feel good to those in our circle.
  • 34. Social currency was a personal value (sense of belonging and helping out).
  • 35. Sights, sounds and stimuli that reminds us to share.
  • 36. Rebecca Black’s “Friday” Voted worst song of all time.
  • 37. 69 Million Views on You Tube
  • 38. The natural trigger was to go there each Friday.
  • 39. Trigger may have been the family picture (sent on day before Thanksgiving).
  • 40. When we care, we share. Arousal leads people to take action.
  • 41. 730 million views on You Tube Charlie Bit My Finger
  • 42. Emotions are Contagious
  • 43. Plutchik’s Wheel of Emotion
  • 44. Seven Most Viral Emotions 1. Awe 2. Anger 3. Anxiety 4. Fear 5. Joy 6. Lust 7. Surprise
  • 45. Do Not Create a Call to Action
  • 46. Create a Call to Passion
  • 47. Emotions were fear, anxiety, and surprise. When donating, love, serenity, and optimism.
  • 48. Content is built to show and grow in a public way.
  • 49. Men grew moustaches in November to show support for cancer research at a site. Mou-Vember
  • 50. 1. Mortgage payment in November. 2. Christmas presents in December. Two Concrete Goals
  • 51. Behavioral Residue: Social deposits of our own personality.
  • 52. Behavioral residue for the public came in many different forms. More public, more viral.
  • 53. Approver
  • 54. Commenter
  • 55. Reporter
  • 56. Broadcaster
  • 57. Believer
  • 58. Fan
  • 59. News people can use or something with a concrete value.
  • 60. People Helping People
  • 61. Shucking Corn Easily Ken Craig, 86 years old, created a video with over 10 million views. He does not have email.
  • 62. 1. Mortgage payment in November. 2. Christmas presents in December. Two Concrete Goals
  • 63. While there was no practical value, we certainly had concrete values people understood.
  • 64. Everyone loves a good story. You love to hear, tell, and share stories.
  • 65. The Story of The Trojan Horse
  • 66. The Story of Jared Fogle
  • 67. The Story of Mean Joe Greene
  • 68. The Story of Keith’s Family
  • 69. Stories are more trustworthy than ads.
  • 70. Just the Story, Ma’am! Stories are 22 times more memorable than facts.
  • 71. Stories are more trustworthy than facts.
  • 72. The story talked about Keith’s situation, but it also talked about his wife and daughters.
  • 73. Lightening Strikes Twice, Sometimes
  • 74. #1 Slides from SxSW 2013
  • 75. Spoke on Sunday
  • 76. Daylight Saving Day
  • 77. On Slideshare Home Page
  • 78. 30,000 Views
  • 79. 131,000 Views
  • 80. 226,000 Views
  • 81. Lightening Strikes a Third Time, Too
  • 82. Molly Holzschlag
  • 83. "If Tim Berners-Lee is the father of the Web, than Molly Holzschlag is its fairy godmother."•
  • 84. She Ended the Browser Wars
  • 85. Molly Founded W3C
  • 86. Molly Has Liver Cancer
  • 87. Raised $67,000, So Far Original goal was $10,000. It went viral. I told the group that we would hit $75,000 eventually.
  • 88. Some Final Thoughts
  • 89. Create a Call to Passion
  • 90. The inner fire is the most important thing mankind possesses. Edith Sodergran
  • 91. Create Contagious Content Make a Difference, Be Different!!!