Viral marketing strategy for non-profits

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A presentation delivered to NCTech4Good by Arik Abel in October 2011.

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Viral marketing strategy for non-profits

  1. 1. Viral Marketing Strategy for Non-profits
  2. 2. Two Types of Outbreaks: One-to-Many (Viral), Many-2-Many (Meme)
  3. 3. Evergreen Content It’s not viral. But it has a lot of effing views.
  4. 4. TechniqueTopic Talent Timing Tension
  5. 5. Topic Who isyour audience? What are they talking about? Mash-ups Parodies Pos Note . . t-It Videos All in One Take… Is . your technique unique? Technique
  6. 6. Talent Who isin your video? Istheir audience the same as yours? What ishappening in the world? What can you add to that event? What isthe right time to add it? Timing
  7. 7. Tension What isthe s ource of your disbelief, surpris polarization? e, Celebritiesgetting mad or s urpris ed… Isit real or fake…Fat guy in a little coat… Sus Boyle… an Kanye Wes You love it, I hate it… t… All in one take… Impos ible circums s tances…
  8. 8. The Law of Distributed Influence Imagine all the people, singing in Trafalgar Square Did you s the frozen ee people in Grand Central?
  9. 9. CaseStudies
  10. 10. Movember
  11. 11. Group Exercise1. Pick a particular audience, it can even be “anyone with an internet connection”.2. Which of the Ts are they talking about, searching for, watching and sharing right now? Topics, Talent, Timing3. How can you apply a unique technique? Safe for work memes4. How can you create or resolve tension?5. Give the idea a catchy description thatʼeasy to s remember and search for.
  12. 12. producedistribute share
  13. 13. produce :: a great hook“Have you seen the __________________?”“Did you know that___________________?”“How can I find out___________________?”
  14. 14. distribute :: s keywords eo,
  15. 15. distribute :: syndication
  16. 16. share :: do it yourself
  17. 17. share :: help them help you
  18. 18. Review1. Observe what people are talking about, searching for, watching and sharing2. Apply the Five Tʼand Law of Distributed s Influence to develop an idea with viral potential3. Follow best practices to produce, distribute and share your content4. Inspire others to produce, distribute and share their own related content5. Repeat ad infinitum

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