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appetite for deconstruction... 
lessons in virality from axl rose 
Hannah Smith, Content Strategist, Distilled @hannah_bo_...
@hannah_bo_banna 
appetite for deconstruction…. 
lessons in virality from axl rose 
@hannah_bo_banna
@hannah_bo_banna 
this is distilled
@hannah_bo_banna 
we made this
@hannah_bo_banna 
http://www.concerthotels.com/worlds-greatest-vocal-ranges
1.8m page views; 100k+ ‘likes’; 4.5k+ tweets; 874 LRDs 
@hannah_bo_banna 
http://www.concerthotels.com/worlds-greatest-voc...
@hannah_bo_banna 
insert sexy title 
slide here... 
& this guy commented...
@hannah_bo_banna 
& they lived happily ever after...
a happy ending is nice, but rarely interesting 
@hannah_bo_banna
@hannah_bo_banna 
it’s about how you get there
@hannah_bo_banna 
it wasn’t always like this
a few years ago we made this; it got just 31 ‘likes’ 
@hannah_bo_banna
@hannah_bo_banna 
we *still* don’t always get it right
@hannah_bo_banna 
but our strike rate has significantly improved
@hannah_bo_banna 
so...
@hannah_bo_banna 
how did we come to create this? 
http://www.concerthotels.com/worlds-greatest-vocal-ranges
@hannah_bo_banna 
let’s start at the beginning
@hannah_bo_banna 
the client
@hannah_bo_banna
@hannah_bo_banna 
the brief
@hannah_bo_banna 
objectives of the content 
core messaging 
personality/brand values 
target audience 
target publishers ...
@hannah_bo_banna 
objectives
increase brand awareness 
(via press coverage, 
social shares 
& exposure on sites our target audience 
read) 
@hannah_bo_...
earn links 
(to build domain authority and increase 
search visibility across the board) 
@hannah_bo_banna
@hannah_bo_banna 
core messaging
@hannah_bo_banna
@hannah_bo_banna 
personality & brand values
@hannah_bo_banna 
geeky 
irreverent 
fun
“Remember way back when the internet was accessible only 
via the dog whistle screech of your dial up modem? 
@hannah_bo_b...
“This charming little ditty boasts many a sophisticated lyric - 
"Hard like Geometry, and Trigonometry" (deep, huh?), 
@ha...
@hannah_bo_banna 
target audience
@hannah_bo_banna 
who are we trying to reach?
@hannah_bo_banna 
target publishers
@hannah_bo_banna 
what sites do our audience read?
@hannah_bo_banna 
audience / publisher insights
@hannah_bo_banna 
what do our audience share? 
(& therefore) 
what do our target publishers want to cover?
@hannah_bo_banna
@hannah_bo_banna 
content competitors
who else is doing interesting stuff in the space? 
@hannah_bo_banna
ever wondered why all pop songs sound the same? 
@hannah_bo_banna
@hannah_bo_banna 
it’s pretty simple, 
they all use the same four chords...
@hannah_bo_banna 
Axis of Awesome - 4 Chords 
http://www.youtube.com/watch?v=oOlDewpCfZQ
@hannah_bo_banna 
eeeek! 
that’s what we’re up against...
@hannah_bo_banna 
a quick note on ideas
@hannah_bo_banna 
an idea 
is a novel combination of 
previously unconnected elements 
in a way that adds value
the axis of awesome’s 4 chords is a great example.... 
@hannah_bo_banna
@hannah_bo_banna 
you’ve probably thought this: 
“hmmmm a lot of pop songs sound kinda the same… 
why is that?”
@hannah_bo_banna 
the answer: 
“they use the same four chords…”
@hannah_bo_banna 
you could just write a list of all the songs 
that use the same chords...
@hannah_bo_banna 
meh
it’s not until you show me that I really get it 
@hannah_bo_banna
@hannah_bo_banna 
an idea 
is a novel combination of 
previously unconnected elements 
in a way that adds value
@hannah_bo_banna 
why do pop songs sound 
the same? 
they use the same 
4 chords 
bring it to life with 
a mash up 
combin...
@hannah_bo_banna 
how did we come up with this idea?
@hannah_bo_banna 
kick off with some questions: 
could we look at why or how the different genres changed? 
what if we cou...
@hannah_bo_banna 
explore ideas...
@hannah_bo_banna 
intended to search for vocal solo... 
but was curious about this auto suggest...
@hannah_bo_banna 
found the range place 
(http://therangeplace.forummotions.com/f1-range-stuff)
@hannah_bo_banna 
hmmmmmmm
who’s the greatest singer is something that’s 
@hannah_bo_banna 
debated endlessly… 
could we add to the conversation?
@hannah_bo_banna 
the idea
illustrate the vocal range of some of the most popular singers 
@hannah_bo_banna
@hannah_bo_banna 
how?
use vocal range data from the Range Place 
@hannah_bo_banna
use Rolling Stone’s Greatest Singers of all Time 
@hannah_bo_banna 
as a seedlist
but the list from Rolling Stone is a little old 
- shouldn’t we also include current artists? 
@hannah_bo_banna
@hannah_bo_banna 
solution: 
add in The Billboard Music Award 2014 nominees 
for top male and female artist
@hannah_bo_banna 
so we *think* this is a good idea, 
but how do you know for sure?
@hannah_bo_banna 
you can’t ever be 100% certain
@hannah_bo_banna 
but you can improve your strike rate
@hannah_bo_banna 
we’re interested in what makes an idea 
memorable & shareable
@hannah_bo_banna 
by deconstructing the success of others 
you can improve your own chances
@hannah_bo_banna 
http://www.concerthotels.com/worlds-greatest-vocal-ranges
@hannah_bo_banna 
authors Chip & Dan Heath identified 
6 factors make an idea ‘stick’: 
simple 
unexpected 
concrete 
cred...
@hannah_bo_banna 
& we’ve added one of our own: 
simple 
unexpected 
concrete 
credible 
emotional 
story 
shareable
we evaluate our ideas based on these criteria 
@hannah_bo_banna
@hannah_bo_banna 
you don’t need to hit all 7, 
but it helps you evaluate multiple ideas & see 
which looks to be the stro...
@hannah_bo_banna 
simple
@hannah_bo_banna 
this is much harder than it sounds
@hannah_bo_banna 
if you can’t explain it to a 6 year old, 
you don’t understand it yourself 
~ Albert Einstein
@hannah_bo_banna 
our idea sounds simple enough, 
but we had to accept that we were talking about 
a concept which is diff...
@hannah_bo_banna 
http://www.concerthotels.com/worlds-greatest-vocal-ranges
we acknowledged that it wouldn’t be as simple 
@hannah_bo_banna 
as axis of awesome’s 4 chords 
however 
we felt that enou...
@hannah_bo_banna 
unexpected
@hannah_bo_banna 
we struck gold
@hannah_bo_banna 
wait, what?
@hannah_bo_banna
@hannah_bo_banna 
if mariah carey came out on top, 
the piece wouldn’t have been so successful
@hannah_bo_banna 
concrete
we’re going to 
win the space race 
~ not said by JFK 
@hannah_bo_banna
@hannah_bo_banna 
‘win the space race’ 
is an abstraction 
it’s intangible, no one knows what you mean
we’re going to put 
a man on the moon 
~ JFK 
@hannah_bo_banna
@hannah_bo_banna 
you can help make ideas concrete 
with the language you use to describe them
what exactly were we trying to say here? 
@hannah_bo_banna
@hannah_bo_banna 
who is the best singer?
@hannah_bo_banna
@hannah_bo_banna 
vocal range ≠ quality
@hannah_bo_banna 
axl has the biggest vocal range, 
we’re not saying he’s the best singer
@hannah_bo_banna 
the visuals you use are important too 
good data visualisation helps 
make abstract concepts more concre...
abstract 
concept 
@hannah_bo_banna 
made more concrete 
with the visual
@hannah_bo_banna 
credible
@hannah_bo_banna 
comes in two flavours:
@hannah_bo_banna 
is the data credible?
@hannah_bo_banna 
credible enough for our purposes
is this credible coming from concerthotels.com? 
@hannah_bo_banna
only if we’re clear that we talking about the 
vocal ranges of the world’s greatest singers 
@hannah_bo_banna
@hannah_bo_banna 
we can’t credibly claim to say 
who the greatest singer is
we’ll leave that to 
these guys... 
@hannah_bo_banna
@hannah_bo_banna 
emotional
@hannah_bo_banna 
this provokes an emotional reaction
@hannah_bo_banna
@hannah_bo_banna 
would our piece?
@hannah_bo_banna 
again here, we struck gold
we knew this was something people were likely to get 
@hannah_bo_banna 
emotional about - but we didn’t realise 
just how ...
@hannah_bo_banna
“this list is emblematic 
of the decline of western civilisation…” 
@hannah_bo_banna 
~ commentor on the Daily Mail’s cove...
@hannah_bo_banna 
“this ‘list’ seems very incomplete” 
“I can’t believe they didn’t contact you 
to round the selections o...
“whoever made this list is mentally ill” 
@hannah_bo_banna 
~ commentor on Rolling Stone
@hannah_bo_banna 
story
@hannah_bo_banna 
have you uncovered a story?
@hannah_bo_banna 
again here, we struck gold
@hannah_bo_banna 
wait, what?
plus we also had the Billboard Music Awards 
@hannah_bo_banna 
nominees in there
@hannah_bo_banna 
that turned out to be less important
@hannah_bo_banna 
this guy was the story
@hannah_bo_banna 
shareable
@hannah_bo_banna 
would someone look good sharing this?
@hannah_bo_banna 
we felt that the unexpected result 
+ 
the emotion (both positive & negative) sparked by the piece 
woul...
@hannah_bo_banna 
again here, we struck gold
& the piece went far further than we thought possible 
@hannah_bo_banna
@hannah_bo_banna 
hindsight is 20/20 
it’s different when you’re in the moment
we *always* get nervous before launching a piece 
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna 
you can never be 100% confident
here are some of the things we debated pre-launch 
@hannah_bo_banna
@hannah_bo_banna 
do we need more functionality 
to help people understand the piece?
@hannah_bo_banna 
http://www.concerthotels.com/worlds-greatest-vocal-ranges
should we include clips of the artists singing 
@hannah_bo_banna 
those notes?
a nice feature, but are we just adding complexity? 
@hannah_bo_banna
can we even do that - what about music rights? 
@hannah_bo_banna
@hannah_bo_banna 
should the keyboard work?
@hannah_bo_banna 
http://www.concerthotels.com/worlds-greatest-vocal-ranges
we included the visual of the keyboard to help people 
‘see’ the vocal range but would hearing it help? 
@hannah_bo_banna
@hannah_bo_banna 
again, a nice feature, but 
would it actually aid understanding?
@hannah_bo_banna 
what are the implications of doing that? 
what will it cost? 
will we have to delay launch?
@hannah_bo_banna 
we have a responsibility to our clients 
to get the best results for the least investment
@hannah_bo_banna 
our job isn’t to 
build the most excellent thinger on the internet
@hannah_bo_banna 
our job is to 
get results for our clients
we debated delaying the launch to increase functionality 
@hannah_bo_banna
but if we did that we’d miss our window with the 
@hannah_bo_banna 
Billboard Music Awards 
& we thought that was a great ...
we decided that the added functionality 
wasn’t necessary to the success of the piece 
@hannah_bo_banna
@hannah_bo_banna 
in this instance we were right
@hannah_bo_banna 
however, 
less functionality 
shouldn’t be your default position
there will be instances where functionality 
@hannah_bo_banna 
is necessary
@hannah_bo_banna 
152k ‘likes’; 12.6k tweets; 739 LRDs 
http://www.thomson.co.uk/blog/wp-content/uploads/infographic/inter...
@hannah_bo_banna 
152k ‘likes’; 12.6k tweets; 739 LRDs 
http://www.thomson.co.uk/blog/wp-content/uploads/infographic/inter...
@hannah_bo_banna 
152k ‘likes’; 12.6k tweets; 739 LRDs 
http://www.thomson.co.uk/blog/wp-content/uploads/infographic/inter...
@hannah_bo_banna 
152k ‘likes’; 12.6k tweets; 739 LRDs 
http://www.thomson.co.uk/blog/wp-content/uploads/infographic/inter...
if this piece had been static as opposed to animated, it 
@hannah_bo_banna 
wouldn’t have told the story 
& we wouldn’t ha...
@hannah_bo_banna 
so what happened when we launched 
the vocal ranges piece?
@hannah_bo_banna 
there were 4 waves of coverage
@hannah_bo_banna 
wave 1: 
coverage focused on a claim that wasn’t made in the piece: 
Axl Rose was being named as the 
gr...
@hannah_bo_banna
@hannah_bo_banna 
wave 2: 
journalists slate others for drawing 
inaccurate conclusions from the piece
@hannah_bo_banna
@hannah_bo_banna 
wave 3: 
counter-claim: Mike Patton (Faith No More) is found to have 
the greatest vocal range
@hannah_bo_banna
@hannah_bo_banna 
wave 4: 
Axl Rose comments
@hannah_bo_banna
@hannah_bo_banna 
controversy attracts coverage 
but not always in the way you might expect...
it can be hard to get a brand mention for a piece of content 
- particularly when you’re not using proprietary data 
@hann...
but when journalists are attempting to deflect the trolls 
they’ll mention the brand early & prominently 
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna 
please note:
1.8m page views; 100k+ ‘likes’; 4.5k+ tweets; 874 LRDs 
@hannah_bo_banna 
http://www.concerthotels.com/worlds-greatest-voc...
@hannah_bo_banna 
results like this don’t just 
*happen*
we spent over 60 hours promoting this piece 
@hannah_bo_banna
@hannah_bo_banna 
& our efforts paid off
@hannah_bo_banna 
the bigger picture
@hannah_bo_banna 
getting good at this stuff is hard
@hannah_bo_banna 
no, really hard
@hannah_bo_banna 
there’s a few things we do 
which we think have helped us get better
@hannah_bo_banna 
focus on ideas, not formats
@hannah_bo_banna 
an idea 
is a novel combination of 
previously unconnected elements 
in a way that adds value
@hannah_bo_banna 
a music infographic is not an idea; 
it’s a format
@hannah_bo_banna 
know your sh*t
@hannah_bo_banna 
has this already been done? 
is it possible to do this? 
will our audience share it? 
will our target pu...
@hannah_bo_banna 
know you’re sh*t
@hannah_bo_banna 
or more accurately, 
when your ideas are sh*t
@hannah_bo_banna 
http://www.concerthotels.com/worlds-greatest-vocal-ranges
@hannah_bo_banna 
evaluate all your ideas 
simple / unexpected / concrete / credible / 
emotional / story / shareable 
to ...
@hannah_bo_banna 
good luck out there x
@hannah_bo_banna 
thank you ☺
Hannah Smith 
Content Strategist, Distilled 
caffeine addict; book worm; 
would really like a unicorn... 
send cat picture...
credits 
Images: 
axl - http://www.nolandalla.com/wp-content/uploads/2014/02/axl-rose.jpg 
happy ever after - http://img.f...
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Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014

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What makes a piece of content 'shareable'? Hannah shares the highs and lows of creating content that’s designed to be shared and provides tips and insights from the team at Distilled.

Published in: Marketing

Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014

  1. 1. appetite for deconstruction... lessons in virality from axl rose Hannah Smith, Content Strategist, Distilled @hannah_bo_bann a
  2. 2. @hannah_bo_banna appetite for deconstruction…. lessons in virality from axl rose @hannah_bo_banna
  3. 3. @hannah_bo_banna this is distilled
  4. 4. @hannah_bo_banna we made this
  5. 5. @hannah_bo_banna http://www.concerthotels.com/worlds-greatest-vocal-ranges
  6. 6. 1.8m page views; 100k+ ‘likes’; 4.5k+ tweets; 874 LRDs @hannah_bo_banna http://www.concerthotels.com/worlds-greatest-vocal-ranges
  7. 7. @hannah_bo_banna insert sexy title slide here... & this guy commented...
  8. 8. @hannah_bo_banna & they lived happily ever after...
  9. 9. a happy ending is nice, but rarely interesting @hannah_bo_banna
  10. 10. @hannah_bo_banna it’s about how you get there
  11. 11. @hannah_bo_banna it wasn’t always like this
  12. 12. a few years ago we made this; it got just 31 ‘likes’ @hannah_bo_banna
  13. 13. @hannah_bo_banna we *still* don’t always get it right
  14. 14. @hannah_bo_banna but our strike rate has significantly improved
  15. 15. @hannah_bo_banna so...
  16. 16. @hannah_bo_banna how did we come to create this? http://www.concerthotels.com/worlds-greatest-vocal-ranges
  17. 17. @hannah_bo_banna let’s start at the beginning
  18. 18. @hannah_bo_banna the client
  19. 19. @hannah_bo_banna
  20. 20. @hannah_bo_banna the brief
  21. 21. @hannah_bo_banna objectives of the content core messaging personality/brand values target audience target publishers audience & publisher insights content competitors off-limits
  22. 22. @hannah_bo_banna objectives
  23. 23. increase brand awareness (via press coverage, social shares & exposure on sites our target audience read) @hannah_bo_banna
  24. 24. earn links (to build domain authority and increase search visibility across the board) @hannah_bo_banna
  25. 25. @hannah_bo_banna core messaging
  26. 26. @hannah_bo_banna
  27. 27. @hannah_bo_banna personality & brand values
  28. 28. @hannah_bo_banna geeky irreverent fun
  29. 29. “Remember way back when the internet was accessible only via the dog whistle screech of your dial up modem? @hannah_bo_banna The internet was a brave new world; albeit a decidedly slow and slightly crappy one…”
  30. 30. “This charming little ditty boasts many a sophisticated lyric - "Hard like Geometry, and Trigonometry" (deep, huh?), @hannah_bo_banna multiple references to excrement and a heart-felt line about morning glory.”
  31. 31. @hannah_bo_banna target audience
  32. 32. @hannah_bo_banna who are we trying to reach?
  33. 33. @hannah_bo_banna target publishers
  34. 34. @hannah_bo_banna what sites do our audience read?
  35. 35. @hannah_bo_banna audience / publisher insights
  36. 36. @hannah_bo_banna what do our audience share? (& therefore) what do our target publishers want to cover?
  37. 37. @hannah_bo_banna
  38. 38. @hannah_bo_banna content competitors
  39. 39. who else is doing interesting stuff in the space? @hannah_bo_banna
  40. 40. ever wondered why all pop songs sound the same? @hannah_bo_banna
  41. 41. @hannah_bo_banna it’s pretty simple, they all use the same four chords...
  42. 42. @hannah_bo_banna Axis of Awesome - 4 Chords http://www.youtube.com/watch?v=oOlDewpCfZQ
  43. 43. @hannah_bo_banna eeeek! that’s what we’re up against...
  44. 44. @hannah_bo_banna a quick note on ideas
  45. 45. @hannah_bo_banna an idea is a novel combination of previously unconnected elements in a way that adds value
  46. 46. the axis of awesome’s 4 chords is a great example.... @hannah_bo_banna
  47. 47. @hannah_bo_banna you’ve probably thought this: “hmmmm a lot of pop songs sound kinda the same… why is that?”
  48. 48. @hannah_bo_banna the answer: “they use the same four chords…”
  49. 49. @hannah_bo_banna you could just write a list of all the songs that use the same chords...
  50. 50. @hannah_bo_banna meh
  51. 51. it’s not until you show me that I really get it @hannah_bo_banna
  52. 52. @hannah_bo_banna an idea is a novel combination of previously unconnected elements in a way that adds value
  53. 53. @hannah_bo_banna why do pop songs sound the same? they use the same 4 chords bring it to life with a mash up combining previously unconnected elements execute in a way that adds value
  54. 54. @hannah_bo_banna how did we come up with this idea?
  55. 55. @hannah_bo_banna kick off with some questions: could we look at why or how the different genres changed? what if we could take one tune and make it change through the genres, e.g. make it funk, heavy metal…? what if you could make your own super group?
  56. 56. @hannah_bo_banna explore ideas...
  57. 57. @hannah_bo_banna intended to search for vocal solo... but was curious about this auto suggest...
  58. 58. @hannah_bo_banna found the range place (http://therangeplace.forummotions.com/f1-range-stuff)
  59. 59. @hannah_bo_banna hmmmmmmm
  60. 60. who’s the greatest singer is something that’s @hannah_bo_banna debated endlessly… could we add to the conversation?
  61. 61. @hannah_bo_banna the idea
  62. 62. illustrate the vocal range of some of the most popular singers @hannah_bo_banna
  63. 63. @hannah_bo_banna how?
  64. 64. use vocal range data from the Range Place @hannah_bo_banna
  65. 65. use Rolling Stone’s Greatest Singers of all Time @hannah_bo_banna as a seedlist
  66. 66. but the list from Rolling Stone is a little old - shouldn’t we also include current artists? @hannah_bo_banna
  67. 67. @hannah_bo_banna solution: add in The Billboard Music Award 2014 nominees for top male and female artist
  68. 68. @hannah_bo_banna so we *think* this is a good idea, but how do you know for sure?
  69. 69. @hannah_bo_banna you can’t ever be 100% certain
  70. 70. @hannah_bo_banna but you can improve your strike rate
  71. 71. @hannah_bo_banna we’re interested in what makes an idea memorable & shareable
  72. 72. @hannah_bo_banna by deconstructing the success of others you can improve your own chances
  73. 73. @hannah_bo_banna http://www.concerthotels.com/worlds-greatest-vocal-ranges
  74. 74. @hannah_bo_banna authors Chip & Dan Heath identified 6 factors make an idea ‘stick’: simple unexpected concrete credible emotional story
  75. 75. @hannah_bo_banna & we’ve added one of our own: simple unexpected concrete credible emotional story shareable
  76. 76. we evaluate our ideas based on these criteria @hannah_bo_banna
  77. 77. @hannah_bo_banna you don’t need to hit all 7, but it helps you evaluate multiple ideas & see which looks to be the strongest it’s also a great set of criteria to refer back to as you’re developing a piece
  78. 78. @hannah_bo_banna simple
  79. 79. @hannah_bo_banna this is much harder than it sounds
  80. 80. @hannah_bo_banna if you can’t explain it to a 6 year old, you don’t understand it yourself ~ Albert Einstein
  81. 81. @hannah_bo_banna our idea sounds simple enough, but we had to accept that we were talking about a concept which is difficult for some people to grasp
  82. 82. @hannah_bo_banna http://www.concerthotels.com/worlds-greatest-vocal-ranges
  83. 83. we acknowledged that it wouldn’t be as simple @hannah_bo_banna as axis of awesome’s 4 chords however we felt that enough people would understand the concept & we’d made it as simple as we could to understand
  84. 84. @hannah_bo_banna unexpected
  85. 85. @hannah_bo_banna we struck gold
  86. 86. @hannah_bo_banna wait, what?
  87. 87. @hannah_bo_banna
  88. 88. @hannah_bo_banna if mariah carey came out on top, the piece wouldn’t have been so successful
  89. 89. @hannah_bo_banna concrete
  90. 90. we’re going to win the space race ~ not said by JFK @hannah_bo_banna
  91. 91. @hannah_bo_banna ‘win the space race’ is an abstraction it’s intangible, no one knows what you mean
  92. 92. we’re going to put a man on the moon ~ JFK @hannah_bo_banna
  93. 93. @hannah_bo_banna you can help make ideas concrete with the language you use to describe them
  94. 94. what exactly were we trying to say here? @hannah_bo_banna
  95. 95. @hannah_bo_banna who is the best singer?
  96. 96. @hannah_bo_banna
  97. 97. @hannah_bo_banna vocal range ≠ quality
  98. 98. @hannah_bo_banna axl has the biggest vocal range, we’re not saying he’s the best singer
  99. 99. @hannah_bo_banna the visuals you use are important too good data visualisation helps make abstract concepts more concrete
  100. 100. abstract concept @hannah_bo_banna made more concrete with the visual
  101. 101. @hannah_bo_banna credible
  102. 102. @hannah_bo_banna comes in two flavours:
  103. 103. @hannah_bo_banna is the data credible?
  104. 104. @hannah_bo_banna credible enough for our purposes
  105. 105. is this credible coming from concerthotels.com? @hannah_bo_banna
  106. 106. only if we’re clear that we talking about the vocal ranges of the world’s greatest singers @hannah_bo_banna
  107. 107. @hannah_bo_banna we can’t credibly claim to say who the greatest singer is
  108. 108. we’ll leave that to these guys... @hannah_bo_banna
  109. 109. @hannah_bo_banna emotional
  110. 110. @hannah_bo_banna this provokes an emotional reaction
  111. 111. @hannah_bo_banna
  112. 112. @hannah_bo_banna would our piece?
  113. 113. @hannah_bo_banna again here, we struck gold
  114. 114. we knew this was something people were likely to get @hannah_bo_banna emotional about - but we didn’t realise just how emotional they’d get
  115. 115. @hannah_bo_banna
  116. 116. “this list is emblematic of the decline of western civilisation…” @hannah_bo_banna ~ commentor on the Daily Mail’s coverage
  117. 117. @hannah_bo_banna “this ‘list’ seems very incomplete” “I can’t believe they didn’t contact you to round the selections out.” ~ conversation on HuffPo’s coverage
  118. 118. “whoever made this list is mentally ill” @hannah_bo_banna ~ commentor on Rolling Stone
  119. 119. @hannah_bo_banna story
  120. 120. @hannah_bo_banna have you uncovered a story?
  121. 121. @hannah_bo_banna again here, we struck gold
  122. 122. @hannah_bo_banna wait, what?
  123. 123. plus we also had the Billboard Music Awards @hannah_bo_banna nominees in there
  124. 124. @hannah_bo_banna that turned out to be less important
  125. 125. @hannah_bo_banna this guy was the story
  126. 126. @hannah_bo_banna shareable
  127. 127. @hannah_bo_banna would someone look good sharing this?
  128. 128. @hannah_bo_banna we felt that the unexpected result + the emotion (both positive & negative) sparked by the piece would cause people to share the piece
  129. 129. @hannah_bo_banna again here, we struck gold
  130. 130. & the piece went far further than we thought possible @hannah_bo_banna
  131. 131. @hannah_bo_banna hindsight is 20/20 it’s different when you’re in the moment
  132. 132. we *always* get nervous before launching a piece @hannah_bo_banna
  133. 133. @hannah_bo_banna
  134. 134. @hannah_bo_banna you can never be 100% confident
  135. 135. here are some of the things we debated pre-launch @hannah_bo_banna
  136. 136. @hannah_bo_banna do we need more functionality to help people understand the piece?
  137. 137. @hannah_bo_banna http://www.concerthotels.com/worlds-greatest-vocal-ranges
  138. 138. should we include clips of the artists singing @hannah_bo_banna those notes?
  139. 139. a nice feature, but are we just adding complexity? @hannah_bo_banna
  140. 140. can we even do that - what about music rights? @hannah_bo_banna
  141. 141. @hannah_bo_banna should the keyboard work?
  142. 142. @hannah_bo_banna http://www.concerthotels.com/worlds-greatest-vocal-ranges
  143. 143. we included the visual of the keyboard to help people ‘see’ the vocal range but would hearing it help? @hannah_bo_banna
  144. 144. @hannah_bo_banna again, a nice feature, but would it actually aid understanding?
  145. 145. @hannah_bo_banna what are the implications of doing that? what will it cost? will we have to delay launch?
  146. 146. @hannah_bo_banna we have a responsibility to our clients to get the best results for the least investment
  147. 147. @hannah_bo_banna our job isn’t to build the most excellent thinger on the internet
  148. 148. @hannah_bo_banna our job is to get results for our clients
  149. 149. we debated delaying the launch to increase functionality @hannah_bo_banna
  150. 150. but if we did that we’d miss our window with the @hannah_bo_banna Billboard Music Awards & we thought that was a great hook
  151. 151. we decided that the added functionality wasn’t necessary to the success of the piece @hannah_bo_banna
  152. 152. @hannah_bo_banna in this instance we were right
  153. 153. @hannah_bo_banna however, less functionality shouldn’t be your default position
  154. 154. there will be instances where functionality @hannah_bo_banna is necessary
  155. 155. @hannah_bo_banna 152k ‘likes’; 12.6k tweets; 739 LRDs http://www.thomson.co.uk/blog/wp-content/uploads/infographic/interactive-music-map/index.html
  156. 156. @hannah_bo_banna 152k ‘likes’; 12.6k tweets; 739 LRDs http://www.thomson.co.uk/blog/wp-content/uploads/infographic/interactive-music-map/index.html
  157. 157. @hannah_bo_banna 152k ‘likes’; 12.6k tweets; 739 LRDs http://www.thomson.co.uk/blog/wp-content/uploads/infographic/interactive-music-map/index.html
  158. 158. @hannah_bo_banna 152k ‘likes’; 12.6k tweets; 739 LRDs http://www.thomson.co.uk/blog/wp-content/uploads/infographic/interactive-music-map/index.html
  159. 159. if this piece had been static as opposed to animated, it @hannah_bo_banna wouldn’t have told the story & we wouldn’t have got the results
  160. 160. @hannah_bo_banna so what happened when we launched the vocal ranges piece?
  161. 161. @hannah_bo_banna there were 4 waves of coverage
  162. 162. @hannah_bo_banna wave 1: coverage focused on a claim that wasn’t made in the piece: Axl Rose was being named as the greatest singer of all time
  163. 163. @hannah_bo_banna
  164. 164. @hannah_bo_banna wave 2: journalists slate others for drawing inaccurate conclusions from the piece
  165. 165. @hannah_bo_banna
  166. 166. @hannah_bo_banna wave 3: counter-claim: Mike Patton (Faith No More) is found to have the greatest vocal range
  167. 167. @hannah_bo_banna
  168. 168. @hannah_bo_banna wave 4: Axl Rose comments
  169. 169. @hannah_bo_banna
  170. 170. @hannah_bo_banna controversy attracts coverage but not always in the way you might expect...
  171. 171. it can be hard to get a brand mention for a piece of content - particularly when you’re not using proprietary data @hannah_bo_banna
  172. 172. but when journalists are attempting to deflect the trolls they’ll mention the brand early & prominently @hannah_bo_banna
  173. 173. @hannah_bo_banna
  174. 174. @hannah_bo_banna please note:
  175. 175. 1.8m page views; 100k+ ‘likes’; 4.5k+ tweets; 874 LRDs @hannah_bo_banna http://www.concerthotels.com/worlds-greatest-vocal-ranges
  176. 176. @hannah_bo_banna results like this don’t just *happen*
  177. 177. we spent over 60 hours promoting this piece @hannah_bo_banna
  178. 178. @hannah_bo_banna & our efforts paid off
  179. 179. @hannah_bo_banna the bigger picture
  180. 180. @hannah_bo_banna getting good at this stuff is hard
  181. 181. @hannah_bo_banna no, really hard
  182. 182. @hannah_bo_banna there’s a few things we do which we think have helped us get better
  183. 183. @hannah_bo_banna focus on ideas, not formats
  184. 184. @hannah_bo_banna an idea is a novel combination of previously unconnected elements in a way that adds value
  185. 185. @hannah_bo_banna a music infographic is not an idea; it’s a format
  186. 186. @hannah_bo_banna know your sh*t
  187. 187. @hannah_bo_banna has this already been done? is it possible to do this? will our audience share it? will our target publishers cover it? have we got proof something like this as worked before?
  188. 188. @hannah_bo_banna know you’re sh*t
  189. 189. @hannah_bo_banna or more accurately, when your ideas are sh*t
  190. 190. @hannah_bo_banna http://www.concerthotels.com/worlds-greatest-vocal-ranges
  191. 191. @hannah_bo_banna evaluate all your ideas simple / unexpected / concrete / credible / emotional / story / shareable to give yourself the best chance of success
  192. 192. @hannah_bo_banna good luck out there x
  193. 193. @hannah_bo_banna thank you ☺
  194. 194. Hannah Smith Content Strategist, Distilled caffeine addict; book worm; would really like a unicorn... send cat pictures or questions to: hannah.smith@distilled.net @hannah_bo_banna
  195. 195. credits Images: axl - http://www.nolandalla.com/wp-content/uploads/2014/02/axl-rose.jpg happy ever after - http://img.ffffound.com/static-data/assets/6/c8972ec570efebca114372a3895032aeb98e5858_m.jpg strike: http://www.twobluecommunications.com/wp-content/uploads/2013/10/bowling.jpg unexpected - http://thabto.files.wordpress.com/2013/07/shocked-face.jpg emotional - http://adland.tv/ooh/feed-sa-trolley-ambient-south-africa gold - http://www.4khdwallpapers.com/wp-content/uploads/2014/04/gold-texture-wallpaper-7.jpg no - http://33.media.tumblr.com/tumblr_m9w1aqMfCG1qz6f9yo1_r2_500.jpg rolling stone cover - http://media-cache-ak0.pinimg.com/236x/d8/0c/41/d80c41d517f2fbe3bd86614d506832b3.jpg audience - http://theculturevulture.co.uk/blog/wp-content/uploads/2014/01/audience.jpg swing - https://www.flickr.com/photos/21745851@N00/4805435840 danbo - https://www.flickr.com/photos/nomadic_lass/6889892777/in/set-72157629144987013 unicorn - http://queenofheartsonthesleeve.tumblr.com/post/58736423727/ok-not-much-but-here-it-is-3 Big love to to the wonderful Distilled folks who helped me put this together: Adria Saracino, Mark Johnstone, Paddy Moogan, Phil Nottingham, Tim Allen, & Will Critchlow

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