0
# viral sucks

#viralsucks
Hi, I’m Craig.
!

Craig Key
@craigsanatomy
!

Media Director
@space150
#viralsucks
the “v” word

#viralsucks
viral

#viralsucks
i work in digital
marketing.
!

(worse: social media marketing)
!

(for grandparents: we make internet)

#viralsucks
social graph / trending /
likes / fans / brand
advocates / viral / word of
mouthbuzzwords
/ loyalty / peer-topeer/ super-f...
social graph / tredning /
likes / fans / brand
advocates / viral / word of
mouthbuzzwords
/ loyalty / peer-topeer/ super-f...
# viral sucks

#viralsucks
[translation]
huge expectations
tiny budget

“let’s social
old spice the
viral hashtag
on face-tube”

#viralsucks
early
viral
videos:

happened when there
was a fraction of the
content being added
as there is today.
#viralsucks
source:s...
viral mindset
luck > planning

#viralsucks
viral mindset
witty > strategic

#viralsucks
viral

tries to start a forest fire,
by flicking a match at a
pile of sticks

+

≠
#viralsucks
viral

is an outcome,
not a strategy.

#viralsucks
viral

IS NOT YOUR
STRATEGY

#viralsucks
lottery

IS NOT YOUR
RETIREMENT
STRATEGY
#viralsucks
viral #fails

#viralsucks
Harlem Shake!
title 2.9M Videos
goes here

#viralsucks
Harlem Shake!
title goes here
Brandsplosion

#viralsucks
stated
goal:

build product
awareness among
tech-savvy
“prosumers”
#viralsucks
delivered
results:

25 events globally
100s of branded videos
2x search volume
+100k video views
owned “powerpoint
karaoke...
unstated
expect
ations:

put client’s face on the front
page of Ad Age, Adweek,
Mashable, TechCrunch and
PSFK; win all the...
our
#fail:

pitched using buzzwords
relied 100% on “organic” dist.
did not align biz & digital metrics

#viralsucks
yeah but...

“we really need
a big viral to get
our google+ up”

#viralsucks
viral #wins

#viralsucks
Gangam Style
1.9B Views

#viralsucks
Gangam
Style
1.9B Views

Famous
Korea’s Got
Talent

Famous
Comedian

Famous
Pop-Star
#viralsucks
other
stuff:

2.5M YouTube subscribers
1.6B Views (pre Gangam)
Scooter Braun power-pop
PR engine

#viralsucks
source: http...
what about
brands?
distribution | failure | newsfeed
#viralsucks
#1) Content + Distribution

#viralsucks
“If content is king then
distribution is its powerful
Lady Macbethian wife.”
!

-Yuri Baronovsky
Happy Little Guillotine S...
brands as publishers

#viralsucks
are not
[most] brands very good
publishers
#viralsucks
how do publishers build
their brands?
#viralsucks
of production
50% budget on
marketing
#viralsucks
source:source: http://anzmac2010.org/proceedings/pdf/anzmac10Final00336....
“50% of a programs’ success comes
from the quality of the show; the other
50% comes from how it is promoted.”
!

-Fred Sil...
Takeaway:
!

Brands making great content,
have only finished half the job
of publishing.
!

#viralsucks
#2) Learn from failure

#viralsucks
top branded video
last month:
50M Views

#viralsucks
top branded video
last month:
50M views

B-Dubs®
monthly reach
on Facebook:
50M people

#viralsucks
how did we get there?
planning
testing, learning
failing, improving
posting every day,
every week, every month
#viralsucks
Yo
u

er
co
l

CONTENT PERFORMANCE
de

a

m

llic

iu

.30%

tb
a

on

m

u

.40%

Fo
o

Fa
n

en

M

es

ia

ns

Tr
iv

o...
getting the right timing

#viralsucks
down to the hour
Average Post Score*

Average Impressions per Post

450!

12,000 !

400!

10,000 !

350!
300!

8,000 !

25...
Takeaway:
!

Small changes every day will have
much greater impact than trying to
make the world’s best post.
!

#viralsuc...
#3) Own the newsfeed.

#viralsucks
#viralsucks
Jack Link’s
#tricksasquatch
Our Goal:
Increase fans;
surprise and
delight those who
engage
#viralsucks
brand
assets:

1MM Fans
10k+ Followers
Iconic Character
!

#viralsucks
working
assets:

10 Props
3 Creatives
1 Sasquatch (Masquatch)
1 iPhone

#viralsucks
#viralsucks
Used owned channels to reach
loyal fans (Facebook, Twitter, Email)

#viralsucks
Engaged Celebrities and Brands
Bubbles

Mall of America

SmartWool

Trailer Park Boys
88,971 Followers

Shopping Mall
28,6...
James “Cowboy” Storm
Professional Wrestler
144,506 Followers

53

#viralsucks
our push:
Social ads
targeted at fans,
and their interests,
amplified by
newsfeed stories.

spaceScore:
/ Horror
/ Science...
real time process:

Media Planner
Push

Copywriter
Write

>

>

>

Designer
Make

#viralsucks
delivered
results:

1500+ answers
250 personal responses
2x Facebook comments
4x Twitter mentions
+100k fans

#viralsucks
Takeaway:
!

Don’t just make digital
experiences, make digital stories.
!

#viralsucks
in conclusion:
content+distribution
learn from failure
own the newsfeed

“i really think
we can uberpinterest the
word of ...
# viral sucks
thank you
#viralsucks
# viral sucks
Questions?
!

@craigsanatomy
@space150
#viralsucks
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Viral Sucks: SXSW Edition

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Published on

It’s the absolute worst word that can come out of someone’s mouth. Whether a colleague, boss, client, or a doctor, if you hear the word “viral” you’re in trouble. Someone probably read "The Tipping Point" but skipped "The Outliers," or read the Cliff’s Notes on "Groundswell" and completely missed the point. Someone that thinks that all we need is for “that one idea” that is so funny, so clever, or so disruptive (without actually changing the way we’ve always done business, of course) that it will [gulp] “go viral” and our sales will go through the roof. “Go” and “viral” rarely belong in the same sentence. This session explored unrealistic expectations, poor planning, and the belief that being really clever and hoping to get lucky trumps being really strategic and working hard to make success happen #viralsucks.

Published in: Social Media

Transcript of "Viral Sucks: SXSW Edition"

  1. 1. # viral sucks #viralsucks
  2. 2. Hi, I’m Craig. ! Craig Key @craigsanatomy ! Media Director @space150 #viralsucks
  3. 3. the “v” word #viralsucks
  4. 4. viral #viralsucks
  5. 5. i work in digital marketing. ! (worse: social media marketing) ! (for grandparents: we make internet) #viralsucks
  6. 6. social graph / trending / likes / fans / brand advocates / viral / word of mouthbuzzwords / loyalty / peer-topeer/ super-fans / relationships / followers / influencers / evangelists #viralsucks
  7. 7. social graph / tredning / likes / fans / brand advocates / viral / word of mouthbuzzwords / loyalty / peer-topeer/ super-fans / relationships / followers / influencers / evangelists #viralsucks
  8. 8. # viral sucks #viralsucks
  9. 9. [translation] huge expectations tiny budget “let’s social old spice the viral hashtag on face-tube” #viralsucks
  10. 10. early viral videos: happened when there was a fraction of the content being added as there is today. #viralsucks source:source: http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013
  11. 11. viral mindset luck > planning #viralsucks
  12. 12. viral mindset witty > strategic #viralsucks
  13. 13. viral tries to start a forest fire, by flicking a match at a pile of sticks + ≠ #viralsucks
  14. 14. viral is an outcome, not a strategy. #viralsucks
  15. 15. viral IS NOT YOUR STRATEGY #viralsucks
  16. 16. lottery IS NOT YOUR RETIREMENT STRATEGY #viralsucks
  17. 17. viral #fails #viralsucks
  18. 18. Harlem Shake! title 2.9M Videos goes here #viralsucks
  19. 19. Harlem Shake! title goes here Brandsplosion #viralsucks
  20. 20. stated goal: build product awareness among tech-savvy “prosumers” #viralsucks
  21. 21. delivered results: 25 events globally 100s of branded videos 2x search volume +100k video views owned “powerpoint karaoke” SEO rankings #viralsucks
  22. 22. unstated expect ations: put client’s face on the front page of Ad Age, Adweek, Mashable, TechCrunch and PSFK; win all the awards there are to win in advertising. #viralsucks
  23. 23. our #fail: pitched using buzzwords relied 100% on “organic” dist. did not align biz & digital metrics #viralsucks
  24. 24. yeah but... “we really need a big viral to get our google+ up” #viralsucks
  25. 25. viral #wins #viralsucks
  26. 26. Gangam Style 1.9B Views #viralsucks
  27. 27. Gangam Style 1.9B Views Famous Korea’s Got Talent Famous Comedian Famous Pop-Star #viralsucks
  28. 28. other stuff: 2.5M YouTube subscribers 1.6B Views (pre Gangam) Scooter Braun power-pop PR engine #viralsucks source: http://www.10yetis.co.uk/how-gangnam-style-went-viral.html
  29. 29. what about brands? distribution | failure | newsfeed #viralsucks
  30. 30. #1) Content + Distribution #viralsucks
  31. 31. “If content is king then distribution is its powerful Lady Macbethian wife.” ! -Yuri Baronovsky Happy Little Guillotine Studios #viralsucks
  32. 32. brands as publishers #viralsucks
  33. 33. are not [most] brands very good publishers #viralsucks
  34. 34. how do publishers build their brands? #viralsucks
  35. 35. of production 50% budget on marketing #viralsucks source:source: http://anzmac2010.org/proceedings/pdf/anzmac10Final00336.pdf
  36. 36. “50% of a programs’ success comes from the quality of the show; the other 50% comes from how it is promoted.” ! -Fred Silverman TV Executive (ABC, CBS, NBC) #viralsucks source: http://anzmac2010.org/proceedings/pdf/anzmac10Final00336.pdf
  37. 37. Takeaway: ! Brands making great content, have only finished half the job of publishing. ! #viralsucks
  38. 38. #2) Learn from failure #viralsucks
  39. 39. top branded video last month: 50M Views #viralsucks
  40. 40. top branded video last month: 50M views B-Dubs® monthly reach on Facebook: 50M people #viralsucks
  41. 41. how did we get there? planning testing, learning failing, improving posting every day, every week, every month #viralsucks
  42. 42. Yo u er co l CONTENT PERFORMANCE de a m llic iu .30% tb a on m u .40% Fo o Fa n en M es ia ns Tr iv ot io G am om Pr E Ho ven lid ts/ ay th Sp e C r a rk av in g Se Sau as ce on s & in gs So c Fe ial at Me ur d es ia y ho St or /A l W W rB Be BW W content team: art & science December .35% January .25% .20% .15% .10% .05% .00% #viralsucks
  43. 43. getting the right timing #viralsucks
  44. 44. down to the hour Average Post Score* Average Impressions per Post 450! 12,000 ! 400! 10,000 ! 350! 300! 8,000 ! 250! 6,000 ! 200! Ave 150! 4,000 ! 100! 2,000 ! 50! 0! Ave 8:00am! 9:00am! 10:00am! 11:00am! 12:00pm! 1:00pm! 2:00pm! 3:00pm! 4:00pm! 5:00pm! 6:00pm! 7:00pm! 8:00pm! 9:00pm! - ! #viralsucks
  45. 45. Takeaway: ! Small changes every day will have much greater impact than trying to make the world’s best post. ! #viralsucks
  46. 46. #3) Own the newsfeed. #viralsucks #viralsucks
  47. 47. Jack Link’s #tricksasquatch Our Goal: Increase fans; surprise and delight those who engage #viralsucks
  48. 48. brand assets: 1MM Fans 10k+ Followers Iconic Character ! #viralsucks
  49. 49. working assets: 10 Props 3 Creatives 1 Sasquatch (Masquatch) 1 iPhone #viralsucks
  50. 50. #viralsucks
  51. 51. Used owned channels to reach loyal fans (Facebook, Twitter, Email) #viralsucks
  52. 52. Engaged Celebrities and Brands Bubbles Mall of America SmartWool Trailer Park Boys 88,971 Followers Shopping Mall 28,689 Followers Apparel Company 15,090 Followers Tavarres King James “Bobo” Fay Ranae Holland Finding Bigfoot 19,574 Followers Finding Bigfoot 12,132 Followers Carolina Panthers 27,118 Followers James “Cowboy” Storm Professional Wrestler 144,506 Followers 52 #viralsucks
  53. 53. James “Cowboy” Storm Professional Wrestler 144,506 Followers 53 #viralsucks
  54. 54. our push: Social ads targeted at fans, and their interests, amplified by newsfeed stories. spaceScore: / Horror / Science Fiction & Fantasy / Theme Parks / Skiing & Snowboarding / Action Sports / Motorsports & NASCAR *partner category provided by Datalogix / Hunting / Shooter Games / Action Games / Adventure Games / Camping & RVs / Fishing / Fast Food / Soft Drinks 54 #viralsucks Confidential and Proprietary space150 ©2013
  55. 55. real time process: Media Planner Push Copywriter Write > > > Designer Make #viralsucks
  56. 56. delivered results: 1500+ answers 250 personal responses 2x Facebook comments 4x Twitter mentions +100k fans #viralsucks
  57. 57. Takeaway: ! Don’t just make digital experiences, make digital stories. ! #viralsucks
  58. 58. in conclusion: content+distribution learn from failure own the newsfeed “i really think we can uberpinterest the word of mouth” #viralsucks
  59. 59. # viral sucks thank you #viralsucks
  60. 60. # viral sucks Questions? ! @craigsanatomy @space150 #viralsucks
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