Viral PR - The secrets


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Viral PR - The secrets

  1. 1. Viral PR: the secrets Simon Collister | we are social 23 rd September 2010
  2. 2. What is ‘Viral PR’?
  3. 3. We all want it for our clients…
  4. 4. The reality?
  5. 5. The reality “ I see, at least once a month if not once a week, a slide in an agency presentation with the header of ‘Viral Video Concepts.’ We have viral video chart sites tracking top YouTube videos, books on how to create viral videos, seminars, and webinars, and marketers still don’t fundamentally understand what the hell they’re talking about.” Source:
  6. 6. What is Viral PR? <ul><li>Viral PR is PR, with a viral effect </li></ul><ul><li>Viral is an outcome , not a strategy </li></ul>
  7. 7. So what’s the missing ingredient?
  9. 10. What’s driving the viral phenomenon?
  10. 11. Social media <ul><li>Social media is at the heart of social interaction </li></ul>
  11. 12. What’s social media? Ask Wikipedia! Social media has a number of characteristics that make it fundamentally different from traditional media such as newspapers [&] television … social media depends on interactions between people as the discussion and integration of words builds shared-meaning, using technology as a conduit. “ ”
  12. 13. The Rise of the Social Age of Deference Age of Reference
  13. 14. Adoption of ‘spreadable media’
  14. 15. (by everyone)
  15. 16. How this looks for communicators Traditional PR & Marketing Digital PR & Marketing <ul><li>“ One-to-many” broadcast </li></ul><ul><li>model </li></ul><ul><li>Monologue </li></ul><ul><li>Top-down approach </li></ul><ul><li>Media outlets filter and carry messages </li></ul><ul><li>Information stuck in “containers” </li></ul><ul><li>News is fleeting and finite (the story is the “end”) </li></ul><ul><li>Pitching and “telling” </li></ul><ul><ul><li>Placing media coverage </li></ul></ul><ul><li>“ Many-to-many” model </li></ul><ul><li>Dialogue (many messages, many channels & niche) </li></ul><ul><li>Bottom-up approach </li></ul><ul><li>We are all “the media” </li></ul><ul><li>Viral and “buzz” effect on news </li></ul><ul><li>News is a conversation (not just a story) </li></ul><ul><li>Participation and “talking” </li></ul><ul><li>Influencing media coverage </li></ul>
  16. 17. Behold, the *new* news cycle social media
  17. 18. Listen <ul><li>As with any conversation you can engage best by listening first </li></ul><ul><li>Listening lets you find out what communities are talking about, understand how they’re talking about it and whether your organisation can add value </li></ul><ul><li>From here you can identify opportunities to engage </li></ul>
  18. 19. Create a conversation taxonomy <ul><li>How do people really talk about your organisation? </li></ul><ul><ul><li>Marks and Spencers, Marks & Spencers, Marksies, M&S, Marks n Sparks </li></ul></ul><ul><li>How do people really talk about your sector? </li></ul><ul><ul><li>Adult education, CPD, professional training, etc </li></ul></ul><ul><li>How do people really spell? </li></ul><ul><ul><li>Marraige, “loose weight”, pron? </li></ul></ul>
  19. 20. Or get Google to help…
  20. 21. Apply some Boolean search AND OR NOT ” adult learning” AND careers ” adult learning” OR careers “ adult learning” NOT careers ” adult learning” AND careers OR jobs
  21. 22. And some powerful search tools
  22. 23. (or free ones)
  23. 24. Understand <ul><li>Undertake a content analysis to identify: </li></ul>Themes Trends Sentiment Influence
  24. 25. A word about search tools… <ul><li>Paid for tools </li></ul><ul><li>Automated sentiment </li></ul><ul><li>Demographic profiling </li></ul><ul><li>Influencer identification </li></ul><ul><li>Dashboard </li></ul><ul><li>Free tools </li></ul><ul><li>Manual sentiment </li></ul><ul><li>Manual profiling </li></ul><ul><li>Manual influencer id </li></ul><ul><li>Manual collation and data presentation </li></ul>
  25. 26. Measure influence <ul><li>Are stats available? </li></ul><ul><li>How many members? </li></ul><ul><li>How many subscribers? </li></ul><ul><li>How many followers? </li></ul><ul><li>How many comments? </li></ul><ul><li>How many inbound links? </li></ul><ul><li>How much traffic according to Quantcast & Alexa? </li></ul><ul><li>Google Adplanner and Quantcast offer quantitative and qualitative data for websites </li></ul>
  26. 27. Engaging: the fundamentals <ul><li>Find and join existing conversations </li></ul><ul><li>Start new conversations </li></ul>
  27. 28. Adopt the right approach <ul><li>Show communities you care </li></ul><ul><li>Interact with community influencers to build relationships </li></ul><ul><li>Show you are open to - and encourage feedback </li></ul><ul><li>Put yourself at “eye level” with your customers and influencers </li></ul>
  28. 29. This is what happens if you don’t…
  29. 30. The trigger
  30. 31. Negative response fueled the fire
  31. 32. All over in 48 hours (almost)
  32. 33. Impacting the share price
  33. 34. Two months later
  34. 35. Create content with value <ul><li>Create content that is relevant to the community </li></ul><ul><li>Think beyond text </li></ul><ul><li>Create content people will want to talk about and share </li></ul><ul><li>People are not interested in your new TV or radio advert </li></ul><ul><li>Above all, add value to the community </li></ul>
  35. 36. Case studies Some examples and analysis of Good (and Bad) examples of “viral PR”
  36. 37. Marmite XO <ul><li>Launched ‘extra-strong’ Marmite variant in social media by engaging the passions of Marmite fans to spread the word </li></ul><ul><li>Created a Victorian-style secret society of Marmite ‘super-fans’ </li></ul><ul><li>Grew advocacy and word of mouth over 5 month period before retail launch with no paid-for media </li></ul>
  37. 38. Watch this…
  38. 39. Eurostar Managing a viral crisis through real-time conversation monitoring and engagement
  39. 41. Normal circumstances
  40. 42. We woke up one Saturday morning
  41. 43. To find negative “viral PR”
  42. 44. And competitor activity
  43. 45. We responded openly
  44. 46. Responding in action
  45. 47. Driving positive results
  46. 48. Driving positive results
  47. 49. Using the media
  48. 50. And Facebook
  49. 51. In summary…
  50. 52. The Viral Effect
  51. 53. Questions? [email_address]