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Viral not a plan PRSA Hawaii 2012

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5 simple and repeatable practices to building an audience around your social campaigns. And a couple secrets to tip the balance in your favor.

5 simple and repeatable practices to building an audience around your social campaigns. And a couple secrets to tip the balance in your favor.


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  • 1. “Viral” Is Not A Plan
  • 2. Who’s this guy? Chris Noble Causemedia Group @cfnoblePage 2
  • 3. Consulting & creative Digital & social media eBay charity auctions Blog & fundraising tools A social purpose company whose agencies have produced over 800 campaigns in 12 years: generating billions of engagements for brands and celebrities, and raising over $60 million for nonprofits. Featured for Check-in For Featured for Frigidaire Charity by Microsoft/PayPal Farmer’s Market with Holder of most widespread Leader of cause track at Most Creative Social Good and Fatburger/Bob’s Burgers Gowalla, Jennifer Garner & social message in 24 hrs for annual Blogworld Expo Campaign for Twitchange Save The Children #beatcancerPage 3
  • 4. Good Digital Media isn’t Luck, it’s Practice “The more I practice, the luckier I get.”Page 4 – Gary Player
  • 5. Why Practice? Lucky Practiced
  • 6. Mapping “Viral”: 5 Facts and a couple secrets • Base Audience • Powerful Story • Trigger Event • Easily Shareable • Media Support Here’s the Secret: All these can be Practiced And one more: You can rig the gamePage 6
  • 7. Base AudiencePage 7
  • 8. Powerful StoryPage 8
  • 9. Trigger EventPage 9
  • 10. Non-disaster triggersPage 10
  • 11. Easily Shareable -Page 11
  • 12. … And share in a way that acknowledges the base Tell us your best “Late to school” Stories!Page 12
  • 13. Media SupportPage 13
  • 14. The Attention Trade: Contests, Coupons and CausesPage 14
  • 15. Buy The Audience??!!Page 15
  • 16. Practice, Practice, Practice METHODS Apps & Games SOCIAL GRAPH TRAFFIC Community Celebrity Facebook Traditional Media Twitter REWARD ACTION Digital Media Pinterest Digital Properties Email Cause Marketing PR Recognition Events Prizing Social Media CULTIVATION DRIV ERS Social Media Email Direct Mail OPT-IN Telephone NOTIFICATIONS Facebook Fan Twitter Follower Email NotifyPage 16
  • 17. Ride the Wave (but build a wave machine just in case)Page 17
  • 18. Chris Noble CEO Chris began his career running state-level grassroots political campaigns across the US. He took his love for building teams into the tech world where his crews developed new products and brought them to market for over 14 years; from five guys in a garage to IPO, and just about everything in between. At Causemedia Group he champions new products, new partners, and new ideas. noble@causemediagroup.com @cfnoble San Luis Obispo Dallas New YorkPage 18