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How Not to Be Ignored on the Internet: The Principles of Viral Creative

by Our Social Times on Jun 21, 2010

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Henry Cowling (Creative Director, The Viral Factory) explains how to get noticed and explores viral marketing techniques and terms, such as sendable and receivable content. Presented at Social Media M...

Henry Cowling (Creative Director, The Viral Factory) explains how to get noticed and explores viral marketing techniques and terms, such as sendable and receivable content. Presented at Social Media Marketing 2010 (London).

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social media marketing word of mouth viral marketing

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Our mission is to build brands with online videoTAC? The perfect antidote to the over-oxygenated claims of social media marketers such as myself.Some principals of viral creative –This is just principal – Reserve the right to be proved utterly wrong at any time. And to contradict myself. But we’re actually pretty good at viral – I was on our youtube page the other day
Some principals of viral creative –This is just principal – Reserve the right to be proved utterly wrong at any time
People have some mixed experiences with viralSuccesses are seen as a fluke -
Give you guys a view of why we love the social internet and what inspired us to get involved with it.
Relevant to a particular audienceYou can’t always do Cadbury’s Gorilla - this is about how to have repeated, bankable viral successes – to build brands over timeLike what we’re doing for Samsung.
Give you guys a view of why we love the social internet and what inspired us to get involved with it.
Relevant to a particular audienceYou can’t always do Cadbury’s Gorilla - this is about how to have repeated, bankable viral successes – to build brands over timeLike what we’re doing for Samsung.
Some principals of viral creative –This is just principal – Reserve the right to be proved utterly wrong at any time
Relevant to a particular audienceYou can’t always do Cadbury’s Gorilla - this is about how to have repeated, bankable viral successes – to build brands over timeLike what we’re doing for Samsung.
Some principals of viral creative –This is just principal – Reserve the right to be proved utterly wrong at any time
Relevant to a particular audienceYou can’t always do Cadbury’s Gorilla - this is about how to have repeated, bankable viral successes – to build brands over timeLike what we’re doing for Samsung.
Some principals of viral creative –This is just principal – Reserve the right to be proved utterly wrong at any time

How Not to Be Ignored on the Internet: The Principles of Viral Creative — Presentation Transcript

Your brand here…
The Viral Factory
Founded: 2001
Mission: Build Brands With Viral Marketing
Some Principals of Viral Creative
- Being relevant to an audience
- Working in editorial space
- Receivable vssendable
- Honest approach to the message
Being Relevant
- The internet is tribal
- Viral is a badge of personality
- Bloggers need content
- Going mainstream
Samsung, OmniaUnboxing
Working in Editorial Space
- There is no bought media
- Entertain your audience first
- Absorb the culture
- Act as a brand in editorial space
Diesel, Safe For Work
Receivable vsSendable
- Viral has its own ‘rules’
- It’s hard to write the best/funniest content
- Getting people to hit send
Ghost Maze Reaction
Hi-Tec, Liquid Mountaineering
Weiden + Kennedy Portland
On message
- People don’t object to advertising
- Viral is not about ‘unbranded’ content
- Brands can exist and thrive in the social environment
Skype, Laughter Chain