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How to make VIRAL Promotions- By MarketingYogi
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How to make VIRAL Promotions- By MarketingYogi


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How to make viral promotions- 9 mantras direct from the Marketing Yogi!

How to make viral promotions- 9 mantras direct from the Marketing Yogi!

Published in: Business, Technology

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  • 1. Rabies Virus
    Rabid dog
    A Sad Story Really.
  • 2. Video/ Online Promotion
    Viral Content
    Active Social Media members
    Viral Carriers
    A Success Story Really.
  • 3. How to make VIRAL Promotions?
    - ByMarketingYogi
    Twitter: @hemanththiru
  • 4. Agenda
    • Viral Marketing- Analogy
    • 5. Factors contributing to virality
    • 6. 9 Mantras to make viral promotions
    • 7. Pitfalls
    © MarketingYogiHemanthThiru
  • 8. Viral Marketing- Analogy
    Viral Marketingis a technique with which a promotion is let to spread exponentially by getting passed on from consumer to consumer, leveraging social media networks.
    © MarketingYogiHemanthThiru
  • 9. Factors contributing to Virality
    Pass-along-appeal of content
    Content is King
    Interesting enough to be forwarded (likeability)
    Medium of propagation
    Sharer’s network’s size and activeness of their network
    Ease of sharing
    Conspicuous and Easy CTA
    © MarketingYogi Hemanth Thiru
  • 10. 9 Mantras to make viral promotions
    Direct from
  • 11. Mantra #1
    Keep it short
    Multitasking generation with ADHD
    Optimal length (video: 2-3 minutes, concise blog: 3-4 paragraphs)
    © MarketingYogiHemanthThiru
  • 12. Mantra #2
    To make them share:
    Should resonate with the audience
    Should be edgy
    Should be shocking
    Should stir up emotion- laugh or cry
    Should NOT be overly promotional
    © MarketingYogiHemanthThiru
  • 13. Mantra #3
    Once the promotion is ready, start “seeding” it
    Comment on relevant blogs, groups, video sites, Facebook pages, email lists, with promo links
    Media fragmentation is good sometimes
    Great Synergyamong Social media sites!
    © MarketingYogiHemanthThiru
  • 14. Mantra #4
    © MarketingYogiHemanthThiru
    Relevance is key.
    Interesting and relevant is viral;
    Irrelevant is spam, though interesting.
  • 15. Mantra #5
    Make it easily accessible.
    Effective Keywords, titles and image captions. Optimize search results.
    © MarketingYogiHemanthThiru
  • 16. Mantra #6
    Use relevant celebrities in the promotions; they are effective message carriers
    likeability is higher
    © MarketingYogiHemanthThiru
  • 17. Mantra #7
    For virality and buzz, make promotions re-mixable or customizable;
    Encourage user-
    generated content
    © MarketingYogiHemanthThiru
  • 18. Mantra #8
    Sometimes ‘heated comments’ are good! Keeps the ball rolling.
    But look out for controversies and black listing!
    © MarketingYogiHemanthThiru
  • 19. Mantra #9
    Use a Data-driven strategy
    Use Analytics to understand the sites that
    are driving the most shares, what
    demographics are sharing the most, average
    view time per video
    Monitor, listen, measure and engage
    Adapt accordingly
    © MarketingYogiHemanthThiru
  • 20. Pitfalls
    Retention of brand may be less; less brand recall
    No. of views may not equate to sales; Audience different from target market, different geography
    Brand spoofing may help virality, but could also affect the brand
    © MarketingYogiHemanthThiru
  • 21. Be rabid. Go viral.
    ©‘MarketingYogi’ HemanthThiru
    Twitter: @hemanththiru
    © MarketingYogiHemanthThiru
  • 22. Appendix- Maximum views on YouTube
    © MarketingYogiHemanthThiru
  • 23. Insights from successful viral promotions -1
    Cadbury’s Gorilla
    Spoof video: (Bonnie Tyler:
    Encourage users to customize and remix videos
    Good interactive viral video. But does it connect to the brand? But the audience may not be able to recall the brand.
    Knorr’s Sidekicks
    Are viewers taken away from the brand message to the emotional Salty character?
    © MarketingYogiHemanthThiru
  • 24. Christian the lion
    Stirring up emotion is a good way to connect and make audience share
    SouthPark YouTube episode
    Bring PR from traditional TV to social media
    Dramatic Look (of a hamster)
    Most of the viral videos are user generated. How to make a user generate a +ve viral video for a brand? But can only user-created content go viral?
    Insights from successful viral promotions -2
    © MarketingYogiHemanthThiru
  • 25. The Sneezing baby panda (98 million views)
    Can marketers turn it around and make a spoof out of this user-created video, and connect it to their brand? Will it work?
    Laughing baby (162 million views!)
    Video with the maximum number of hits. But can marketers turn it around and make a spoof out of this user-created video, and connect it to their brand? Will it work?
    Heineken commercial
    Proves that ads created by marketers can go viral too. Very good connection between the promotion and the brand; message retention and brand recall are possible; not overly promotional, but subtle, optimal retention of brand logo at the end.
    Insights from successful viral promotions -3
    © MarketingYogiHemanthThiru