IGNITION: How to make your content go insanely viral by Jonah Peretti/Buzzfeed

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IGNITION: How to make your content go insanely viral by Jonah Peretti/Buzzfeed

  1. 1. How To Go Viral
  2. 2. <ul><li>How can you spread your ideas and make them “go viral”? </li></ul><ul><li>For the past 10 years, I have been exploring this question by creating media, working on political campaigns, starting companies, and collaborating on research </li></ul><ul><li>The next 10 minutes I will present a crash course on how to go viral </li></ul>
  3. 3. The Biggest Misconception About Viral <ul><li>Quality is all that matters </li></ul><ul><ul><li>Quality content magically goes viral on its own </li></ul></ul><ul><ul><li>The best content is the most viral </li></ul></ul><ul><ul><li>The “best” ideas always win </li></ul></ul>
  4. 4. Which Is Higher Quality: Judaism or Mormonism? Judaism or Mormonism? the viral web in realtime
  5. 5. Performance Metrics the viral web in realtime
  6. 6. The Mormons realize that success is... The Idea + A Way To Spread It The viral distribution strategy is as important as the idea itself!
  7. 7. How Content Spreads <ul><li>The Big Three </li></ul><ul><ul><li>Google </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><li>For another talk: StumbleUpon, Blogs, Email, IM, Mobile, Games, Apps, Big Media </li></ul>
  8. 8. Key Point The exact same person behaves very differently on Google vs. Facebook vs. Twitter
  9. 9. BuzzFeed Data <ul><li>We track what spreads across 160mm uniques </li></ul><ul><li>We track how it spreads </li></ul><ul><li>We match content with the right network to maximize viral lift </li></ul><ul><li>What goes viral on Google, Facebook, and Twitter? </li></ul>
  10. 10. What Spreads on Google? <ul><li>Your friends can’t see what you search for on Google </li></ul><ul><li>You search for “what you want when nobody is looking” </li></ul><ul><li>Sex, gossip, celebrity news, self-help, plastic surgery, how-to </li></ul><ul><li>BuzzFeed Example: 100,000+ people searching for “Heidi Montag Sex Tape” </li></ul><ul><li>And Heidi Montag does not even have a sex tape... </li></ul>
  11. 12. What Spreads on Facebook? <ul><li>All your friends see what you share on Facebook </li></ul><ul><li>You share “what you want your friends to think you like” </li></ul><ul><li>Politics, humor, social causes, charity, “cool” stuff </li></ul><ul><li>Content you can wear as a badge of honor </li></ul><ul><li>BuzzFeed Example: 300,000+ came from Facebook to see “The 100 Best Signs At The Rally To Restore Sanity” </li></ul>
  12. 14. What Spreads on Twitter? <ul><li>Twitter is public like Facebook so people also tweet the content “you want your friends to think you like” </li></ul><ul><li>Twitter is also dominated by celebrities, techies, and smart people </li></ul><ul><li>Smart, cool, culturally savvy, celebrity </li></ul><ul><li>BuzzFeed Example: 25,000+ came from Twitter to see “Lady Gaga Doing Normal Things” </li></ul>
  13. 16. Using Viral Principles <ul><li>BuzzFeed helps route the right content to Google, Facebook, or Twitter based on these viral principles </li></ul><ul><li>Our partners include publishers like Time, TMZ, HuffPost, AolNews, College Humor, Daily Beast, and Funny or Die. </li></ul><ul><li>And we help advertisers like GE, eBay, JetBlue, Absolut Vodka, Mountain Dew, Foot Locker, MTV, Gilt Groupe. </li></ul>
  14. 17. These principles of viral distribution apply for all content Even for advertising content, BuzzFeed consistently delivers viral distribution. For every 100,000 clicks generated through paid media to our advertisers’ content, they, on average, saw 60,000 “free clicks” generated by sharing activity. Client A Client B Client C Client D Client E Client F Client G
  15. 18. Maximize Your Viral Distribution <ul><li>Setup your own viral dashboard </li></ul><ul><li>Launch your own viral content </li></ul><ul><li>BuzzFeed’s technology will help it go viral! </li></ul><ul><li>Email partner@buzzfeed.com </li></ul><ul><li>Visit http://www.buzzfeed.com/advertise </li></ul>

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