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How to create viral content

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Apresentação BEN KAPLAN, PR Hacker, Expo Fórum Digitalks 2019 | LISBOA, PORTUGAL

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How to create viral content

  1. 1. How to Build Buzz at Record Speed PRESENTED BY BEN KAPLAN VIRAL VELOCITY CEO, PR HACKER
  2. 2. 2.5 million copies sold worldwide
  3. 3. Helped launch companies in 50+ countries
  4. 4. SAN FRANCISCO NEW YORK AUSTIN LONDON Data driven. Growth focused. Viral optimized.
  5. 5. WE STARTED WITH SCRAPPY STARTUPS AND THE BIG BRANDS CAME CALLING
  6. 6. HOW CAN WE GET 
 MORE RESULTS IN
 LESS TIME?
  7. 7. CONTEXT VIRAL IS
  8. 8. WHY IS THIS VIRAL?
  9. 9. LOOK AT
 THE BIG
 PICTURE COUPLE KISSING DURING 2011 VANCOUVER RIOTS
  10. 10. PRODUCT LAUNCH YOUR PRODUCT
  11. 11. PRODUCT GOES VIRAL VIRAL PRODUCT STRATEGIC CONTEXT
  12. 12. STRATEGIC CONTEXT
 MAKES YOUR PRODUCT
 MORE VIRAL
  13. 13. REAL-WORLD EXAMPLE KLOOFF
  14. 14. WE CONDUCTED A SURVEY OF 2,000 PEOPLE TO DETERMINE WHAT YOUR DOG’S BREED REVEALS ABOUT YOU
  15. 15. ALL TOP U.S. MORNING SHOWS
  16. 16. MAJOR U.S. PRINT + ONLINE MEDIA
  17. 17. 21 COUNTRIES (JAPAN, CHINA, RUSSIA)
  18. 18. NEW USERS DOWNLOADED THE APP WITHIN 24 HOURS 20,000
  19. 19. IDEAS VIRAL ARE
  20. 20. WHAT MAKES AN IDEA EASY TO SPREAD?
  21. 21. WHAT MAKES AN IDEA EASY TO SPREAD? SIMPLE
  22. 22. WHAT MAKES AN IDEA EASY TO SPREAD? SIMPLE SURPRISING
  23. 23. WHAT MAKES AN IDEA EASY TO SPREAD? SIMPLE SURPRISING SIGNIFICANT
  24. 24. “YOUR DOG’S BREED REVEALS YOUR ROMANCE POTENTIAL” SIMPLE DOGS MATCH
 THEIR OWNER SURPRISING MY DOG EQUALS
 MY LOVE LIFE SIGNIFICANT WE WANT TO BE
 MORE ATTRACTIVE
  25. 25. “A BIRD IN HAND IS WORTH TWO IN 
 THE BUSH.” SIMPLE IT’S ABOUT BIRDS AND HANDS SURPRISING ONE IS BETTER
 THAN TWO? SIGNIFICANT WIDELY APPLICABLE BIT OF WISDOM
  26. 26. THIS PROVERB HAS LASTED FOR 2,500 YEARS AND TRANSCENDS ALL CULTURES AND LANGUAGES
  27. 27. THE VIRAL LITMUS TEST SIMPLE CAN YOU UNDERSTAND IT IN < 7 SECONDS? SURPRISING DOES IT DEFY YOUR EXPECTATIONS? SIGNIFICANT DOES IT CONVEY A DEEPER TRUTH?
  28. 28. EMOTIONS VIRAL ARE
  29. 29. TARGET EMOTIONS THAT CAUSE IMMEDIATE ACTION
  30. 30. CAN WE GET 1,000 NEW USERS TO DOWNLOAD THE APP AND BUY A BIG MAC IN A SINGLE DAY? THE MCDONALD’S + POSTMATES CHALLENGE (WITHOUT USING TRADITIONAL PAID CHANNELS)
  31. 31. WHATEVER YOUR CITY WANTS TO EAT MOST, POSTMATES WILL BUY AND DELIVER FOR FREE OUR NATIONAL EAT WHAT YOU WANT DAY OFFER
  32. 32. A MCDONALD’S BIG MAC 
 WAS ALMOST ALWAYS 
 THE #1 SURVEY CHOICE PR HACKER SURVEY RESULTS
  33. 33. OUR OFFER UTILIZED
 3 VIRAL TRIGGERS LOCATION TRIGGER TIME TRIGGER EMOTIONAL TRIGGER LOCAL METRO MARKETS NATIONAL HOLIDAY WHAT YOU WANT TO EAT
  34. 34. TELEVISION NEWS COVERED THE STORY ABC LAS VEGAS ABC TAMPA
  35. 35. PRINT PUBLICATIONS LOVED IT TOO
  36. 36. INFLUENCERS SPREAD OUR OFFER
  37. 37. ONLINE MEDIA SENT MASSIVE TRAFFIC
  38. 38. EARNED MEDIA COVERAGE WAS REMARKABLE 14 U.S. METRO MARKETS 60+ MEDIA OUTLETS 75 MILLION IMPRESSIONS POSITIVE BRAND IMAGE This included 
 20+ TV stations, 
 all of which mentioned the free Big Mac offer as headline news. We created coverage in 14 key metro markets. Previously, Postmates received virtually no local PR coverage. The campaign generated real PR impact equivalent to a much more expensive TV ad spend. Coverage was universally positive and the brand experienced dramatic increases in consumer affinity.
  39. 39. CLICKS TO LANDING PAGE: 10,500+ CONSUMER PARTICIPATION WAS SKY HIGH APP DOWNLOADS: 7,400+ BIG MACS DELIVERED: 6,096 (IN A SINGLE DAY)
  40. 40. CREATIVITY VIRAL IS
  41. 41. THE KEY TO UNLOCKING VIRAL CREATIVITY IS TO MAKE IT RAPIDLY SCALABLE
  42. 42. THE KEY TO UNLOCKING VIRAL CREATIVITY IS TO MAKE IT RAPIDLY SCALABLE WE CALL THIS 
 STRUCTURED CREATIVITY
  43. 43. AT PR HACKER, WE HAVE
 27 VIRAL BLUEPRINTS—
 EACH IS A CREATIVE METHOD FOR CREATING VIRAL STORIES
  44. 44. GOLIATH BLUEPRINT: What big brands or iconic companies
 can we leverage to get
 more media coverage? VIRAL METHODOLOGY SAMPLE STORY IDEAS Monitor big brands in related subject areas Identify recent + timely big brand news Comment on this news and relate it to our key messaging objectives ‣ Does the Wells Fargo Fake Account Scandal Signal Deeper Mistrust of Business Banking Fees?
 ‣ Will the Forthcoming iPhone 8 be All About
 Apple’s New Augmented Reality Technology? 
 ‣ Google Survey 360: Will the New Product Eventually Expand Into Mobile + Global Surveys? BIG BRAND
  45. 45. SAMPLE STORY IDEAS VIRAL BLUEPRINT: What recent story in a high-profile media source can we use to snowball coverage at other outlets? SNOWBALL ‣ New York Times: How Airborne Drones Could
 Be Used to Save Heart Attack Victims ‣ Is John Oliver Right?
 Can Uber Really Find You Faster Than 911? ‣ Chicago Tribune: Does Airbnb Have an Major
 Noisy Neighbor Problem? METHODOLOGY Monitor top-tier national media outlets Identify unique story that could be covered by other local outlets Feature national story in pitch then pivot to related story angles
  46. 46. We run a flash survey on a trending topic and then rank states or locales based on the responses, tapping into regional or state pride to generate massive coverage. This drastically increases our product or brand’s reach and raises awareness in locales across the country. METHODOLOGY GEORANKING BLUEPRINT: In addition to a localized ranking, we can customize a local landing page for the market that is great for inbound links, local lead targeting, and Search Engine Optimization (SEO). ADDITIONAL BENEFITS How can we compare different cities and states to each other to generate local news at national scale?
  47. 47. BLUEPRINT: SLINGSHOT Which media outlets have covered our competitors and how can we add our story to theirs? COMPETITOR VIRAL SAMPLE STORY IDEAS ‣ Does Size Matter? Why More Movie Studios Are Embracing Short-Form ‘Snackable Moments’ ‣ Can You Slash Monthly Management Fees by 20%? New Property Management Tool Boosts Profits ‣ Is 2018 the Year of the Connected Kitchen? New Platform Goes Beyond Recipes to Smart Meal Prep METHODOLOGY Search for competitor media hits Map coverage to new media contact list Pitch new story angle that highlights our competitive edge
  48. 48. 4VIRAL BLUEPRINTS Blueprint Name Description GOLIATH Leverage a bigger brand name to garner media interest in our brand SNOWBALL Use a story in a high-profile media outlet to spur additional stories GEORANKING Rank local geographies against each other to create national scale. SLINGSHOT Draft off of competitor brand coverage for new media opportunities
  49. 49. THE MATH OF VIRAL STORIES BAY AREA 700 CONTACTS x 1% CONVERSION 7 HITS GOLIATH
  50. 50. THE MATH OF VIRAL STORIES BAY AREA TECH 700 CONTACTS x 1% CONVERSION 7 HITS 5,000 CONTACTS x 1% CONVERSION 50 HITS GOLIATH SNOWBALL
  51. 51. THE MATH OF VIRAL STORIES BAY AREA TECH METRO NEWS 700 CONTACTS x 1% CONVERSION 7 HITS 5,000 CONTACTS x 1% CONVERSION 50 HITS 7,000 CONTACTS x 1% CONVERSION 70 HITS GOLIATH SNOWBALL GEORANKING
  52. 52. THE MATH OF VIRAL STORIES BAY AREA TECH METRO NEWS BUSINESS 700 CONTACTS x 1% CONVERSION 7 HITS 5,000 CONTACTS x 1% CONVERSION 50 HITS 7,000 CONTACTS x 1% CONVERSION 70 HITS 9,000 CONTACTS x 1% CONVERSION 90 HITS GOLIATH SNOWBALL GEORANKING SLINGSHOT
  53. 53. THE MATH OF VIRAL STORIES BAY AREA TECH METRO NEWS BUSINESS 700 CONTACTS x 1% CONVERSION 7 HITS 5,000 CONTACTS x 1% CONVERSION 50 HITS 7,000 CONTACTS x 1% CONVERSION 70 HITS 9,000 CONTACTS x 1% CONVERSION 90 HITS TOTAL: 217 HITS GOLIATH SNOWBALL GEORANKING SLINGSHOT
  54. 54. GOING VIRAL IS THE SUM OF MULTIPLE CONTAGIOUS STORIES
  55. 55. HOW TO SELL 
 $30 BILLION NEW CASE STUDY
  56. 56. Ben Kaplan
 CEO, PR Hacker ben.kaplan@prhacker.com @benjaminkaplan GET AN ADVANCE COPY OF THE CASE STUDY

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