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Sharethrough: Secrets to Shareable Media
 

Sharethrough: Secrets to Shareable Media

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    Sharethrough: Secrets to Shareable Media Sharethrough: Secrets to Shareable Media Presentation Transcript

    • Uncovering the Secrets of Sharable Media Distribute Media, Not Ads. CONFIDENTIAL
    • Your Video is Not Viral.
    • But, it is SHARABLE!
    • True “virality” cannot be faked. If the content itself is not inherently viral, no matter what you do, it will not “go viral.” Redefining VIRAL
    • But wait! How can I make my “viral campaign” a success if it doesn’t go viral on its own? Redefine Success. Redefining VIRAL Success ≠ “Viral” Success = SHARABLE !
      • We distribute Sharable Media to targeted audiences and optimize with real-time feedback and analytics.
      • Reaches over 30 MILLION unique users inside of social network applications.
      What is 750 Industries? The First Truly Social Media Distribution Network
    • What does VIRAL mean? The Elusive Viral Factor, Unveiled: The only way a video or marketing campaign can be truly “viral” is if the Viral Factor > 1 But you don’t need virality to achieve success. Sharethrough ™ Rate X Avg. # of Shares X Open Rate
    • What does VIRAL mean? 10% send X to 3 friends X 50% open it Seed 1,000 people: 100 send a video to 300 friends and 150 people watch it NOT VIRAL Viral factor = 0.15 Sharethrough ™ Rate X Avg. # of Shares X Open Rate
    • What does VIRAL mean? 50% send X to 4 friends X 50% open it Seed 1,000 people: 500 send a video to 2,000 friends and 1,000 people watch it VIRAL! Viral factor = 1.0 Seed to 1,000 people and it will spread to millions. (Unfortunately, only one in a million videos will have true viral success like this.) Sharethrough ™ Rate X Avg. # of Shares X Open Rate
    • What does VIRAL mean? Previous Example: 10% send X to 3 friends X 50% open it Seed 1,000 people: 100 send a video to 300 friends and 150 people watch it NOT VIRAL Sharethrough ™ Rate X Avg. # of Shares X Open Rate BUT STILL A SUCCESS!
    • Optimizing Sharethrough ™
      • Targeted Seeding
        • Demographic targeting and contextual relevance
      • Strong Calls to Action to Share
      • Clear Incentives to Watch & Share
      Sharethrough ™ Rate X Avg. # of Shares X Open Rate
    • Increasing Avg. of # Shares
      • Suggest the Right People to Share With
      • “ Share this video with your dorm!”
      • “ Share this video with your mom!”
      • “ Share this video with Dan and Joe!”
      • Harness pre-existing distribution channels: email and friend lists
      • Simplify the Sharing Process
      • Provide Social Proof
      • “ Fwd: Fwd: Fwd: Fwd:” emails make people feel like they are part of a larger cause.
      Sharethrough ™ Rate X Avg. # of Shares X Open Rate Sharethrough ™ Rate X Avg. # of Shares X Open Rate
    • Optimizing the Open Rate
      • Give recipients a standard form/email to share, with a few easily-customizable fields
      • A/B Test Calls to Action on Invitations
        • Use link tracking to test clickthrough in preliminary tests
      • Remove Login Barriers
        • Make it extremely easy to re-engage with the content, once a recipient takes action
      Sharethrough ™ Rate X Avg. # of Shares X Open Rate
    • Things to Remember:
      • Create SHARABLE MEDIA
          • Focus on distribution, not “virality”
          • Test concepts before you dive in to see if anyone would even share
          • Test, Optimize, Iterate
      • Design for the Lowest Common Denominator
          • Even if you find the “connectors,” they’re going to share it with average people - and you want everyone to share your videos
          • Or, design for a very specific audience
      • Every Share is a Success
          • “ Viral videos” are one in a million
          • But all media can be shared!
    • Examples of Sharable Media
          • Hydro Train
              • http://www.youtube.com/watch?v=hlczxXqez-Y
          • Shark Surfer
          • http://www.youtube.com/watch?v=6zc79UQj1hQ
          • http://www.youtube.com/watch?v=M-g7ChAdDpg&fmt=18
          • http://www.youtube.com/watch?v=DP9rm8AtFXk
          • Crash Test Dummies
          • Future Tennis