Make Me A Viral: Making The Most Of YouTube

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Everyone wants a viral. But is that really possible? Let's look at how YouTube can help

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Make Me A Viral: Making The Most Of YouTube

  1. 1. 1 Make Me A Viral! Viral Video & YouTube Ciarán Norris, Head of Social Media: Mindshare
  2. 2. 2 Mindshare SocialMedia8: ViralTracker
  3. 3. 3 Agenda • What is a viral? • Why do we care? • Planning • Viral examples • YouTube tips
  4. 4. 4 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
  5. 5. 5 WTF?! Cool sh*t that people like to share. Ciarán Norris
  6. 6. 6 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
  7. 7. 7 Why do we care?
  8. 8. 8 First things first…
  9. 9. 9 First things first… YOU CAN’T MAKE A VIRAL
  10. 10. 10 First things first… People Objectives Strategy Technologies Forrester Methodology
  11. 11. First things first… • Publish Web page • Publish or maintain blog • Upload video to sites like YouTube Creators • Comment on blogs • Post ratings and reviews Critics Collectors ` • Use social networking sites Joiners Spectators • None of these activities • Use RSS • Tag Web pages Inactive Source: Forrester’s NAVTAS Q4 2006 Devices & Access Online Survery • Read blogs • Watch peer-generated video • Listen to podcasts
  12. 12. 12 First things first…
  13. 13. 13 Sample Footer Text Here 2/12/2014 The 2 Greatest Virals Of All Time? No. Not the text. This bit.
  14. 14. 14 The 2 Greatest Virals Of All Time? Right here. Jurvetson on flickr
  15. 15. 15 Types of viral • Ones that are funny • Ones that are unbelievable • Ones that pose a question • Ones that are informative • Ones that piggyback
  16. 16. 16 Ones that are funny…
  17. 17. 17 Sales uplift: 650% in 18 months
  18. 18. 18 Ones that are unbelievable…
  19. 19. 19 Ones that are unbelievable…
  20. 20. 20 Ones that pose a question…
  21. 21. 21 Ones that pose a question… Re, re, rewind...
  22. 22. 22 Ones that are informative…
  23. 23. 23 Ones that are informative…
  24. 24. 24 Ones that piggy-back…
  25. 25. 25 Ones that are piggy-back… More popular than the original
  26. 26. 26 YouTube Tips • Headline – Make them exclusive! • Thumbnail – put it in the middle • Comments – let them roll • Referrers – refer them
  27. 27. 27 Conclusion It’s the creative, stupid!
  28. 28. 28 Ciarán Norris Head of Social Media, Mindshare ciaran.norris@mindshareworld.com @ciaranj psd on flickr

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