Avery Akkineni, Singapore Head, VaynerMedia Singapore presented 'The GaryVee Way – How to Spark Social Virality'

1. 1Confidential. For internal use only. | 1Confidential. For internal use only. |
THE GARYVEE WAY:
HOW TO SPARK SOCIAL VIRALITY
NOVEMBER 2019
&

2. 2Confidential. For internal use only. | 2Confidential. For internal use only. |

3. 3Confidential. For internal use only. |
.IT’S GREAT.
.TO BE HERE!.
3Confidential. For internal use only. | &
AVERY AKKINENI
HEAD OF AGENCY, VAYNERSINGAPORE
avery.akkineni@vaynermedia.com

4. 4Confidential. For internal use only. |
``
4Confidential. For internal use only. | &
``WE’RE
ESTABLISHED +
INDEPENDENT
BUILT TO
GROW BRANDS
COMPLETE
TRANSPARENCY

5. 5Confidential. For internal use only. | 5Confidential. For internal use only. |
&
BORN ON
MOBILE
DRIVEN BY
ATTENTION
CULTURE
EMPATHY

6. 6Confidential. For internal use only. | 6Confidential. For internal use only. |
.THE GARYVEE WAY.

7. 7Confidential. For internal use only. |
3.6M
6.8M
2M
2.3M
START WITH A CREATOR MENTALITY

8. 8Confidential. For internal use only. |Confidential. For internal use only. | &
DISTRIBUTE
REPURPOSE
DOCUMENT
THE GARYVEE CONTENT METHOD

9. 9Confidential. For internal use only. |Confidential. For internal use only. | &
Daily vlog “Dailyvee”
Dedicated content
shows:
#AskGaryVee,
#podSessions,
Influencer meetings,
and collabs
Keynotes, interviews,
fireside chats
Examples:
A.
B.
C.
1. DOCUMENT: ESTABLISH PILLAR CONTENT

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Create snackable/
shareable short
form platform-
optimized content
from pillar content
2. REPURPOSE: SCALE WITH MICRO CONTENT
&

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IMAGE SOUND VIDEOTEXT
● Short-form
articles
● Text quotes
● Listicles
● Infographics
● Photo quotes
● Illustrations
● Memes
● GIFs
● Audio from
speaking
engagements/
interviews etc.
● Short clips
● Listicles
EXAMPLES OF MICRO-CONTENT

12. 12Confidential. For internal use only. |Confidential. For internal use only. | &
The first round of micro content and stories are posted across platforms
3. DISTRIBUTE ACROSS PLATFORMS

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KEY COMMENTS
GET REAL-TIME LEARNINGS

14. 14Confidential. For internal use only. |Confidential. For internal use only. | &
1.4M+ Views 1.7M+ Views4M+ Views 15M+ Views
SPARK VIRALITY

15. 15Confidential. For internal use only. | 15Confidential. For internal use only. |
PLAYBOOK
TO SPARK
VIRALITY
FOR BRANDS.
15Confidential. For internal use only. | &

16. 16Confidential. For internal use only. | 16Confidential. For internal use only. | &
Insights
& Analysis
State of the
Union Briefing
Foundational
Strategy &
Audience
Segmentation
Create
Content
Hypotheses
Idea
Generation
& Iterative
Execution
Scale
Winning
Ideas
FOUNDATIONAL STRATEGY EXECUTION & ANALYSIS
CREATE CONTENT AT SCALE: VAYNER VOLUME MODEL

17. 17Confidential. For internal use only. | 17Confidential. For internal use only. | &
KNOW OUR MOMENTS
REACT
ANTICIPATE
PLAN

18. 18Confidential. For internal use only. | 18Confidential. For internal use only. | &
Proactive
Reactive
SPOT
NOTIFY
SEED ASSESS
MAKE
CREATE CONTENT ON DEMAND

19. 19Confidential. For internal use only. | 19Confidential. For internal use only. | &
SPARK VIRALITY
INITIAL POST Scale into longer
activation bucket
TRY SOMETHING ELSE
CAMPAIGN
IDEA
BIG
IDEA
Performance
over-index
High Distro
Content posted
organically
Content promoted
to relevant micro
audiences
Nothing Special
Performance
over-index
High Distro + ER
Performance
over-index
Sales
Performance
over-index
Sales
TRY SOMETHING ELSE
Nothing Special
Translate
into stronger
group of assets
Iterate assets
deeply and scale

20. 20Confidential. For internal use only. | 20Confidential. For internal use only. |
&
BE RELEVANT
STAY ENGAGING
IT’S A
VOLUME GAME
TIMING IS
EVERYTHING
FINGER ON
THE PULSE
KEEP IT
PERSONAL
ENCOURAGE
PARTICIPATION
LEVERAGE THE
NETWORK
BE
SHAREABLE
AMPLIFY
WHAT WORKS
GIVE INSIDER
ACCESS
SCALE THROUGH
DISTRIBUTION
THE CHEAT SHEET

21. 21Confidential. For internal use only. | 21Confidential. For internal use only. |
&
.PLANTERS.
.MAKING A 109 YEAR OLD BRAND
GO VIRAL WITH VOLUME.

22. 22Confidential. For internal use only. | 22Confidential. For internal use only. |
CREATED A
VOLUME OF
CONTENT

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MARCH MADNESS: CONTENT FROM LEARNINGS

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MARCH MADNESS: DRIVING ENGAGEMENT

25. 25Confidential. For internal use only. | 25Confidential. For internal use only. | &
TEASE
FOLLOW-UPGAME DAY
SUPERBOWL: OWNING REAL-TIME MOMENTS

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IT WAS NUTS. IT WORKED. HERE ARE HIGHLIGHTS.
49%
Earned rate on
game day
19th
BEST AD
On USA Today
Ad Meter
91%
Positive sentiment
200K
MENTIONS
On TW during game day
WINNER
#BRANDBOWL53
#MVP: Brand with highest percentage of
brand-related tweets during #SB53
1,083
EARNED MEDIA
PLACEMENTS
10MM
ORGANIC SOCIAL
IMPRESSIONS
+ 17MM paid social impressions
4.63B
EARNED MEDIA
IMPRESSIONS
Previous KHC record 2.4B
77.5K
#CRUNCHTIMEGIVEAWAY
ENTRIES
with 6K unique handles using hashtag
75%
SOV
On TW within salty
snacks on game day

27. 27Confidential. For internal use only. | 27Confidential. For internal use only. | &
WE’REJUSTGETTINGSTARTED

28. Confidential – for internal business use only 28
LFG
1.

29. 29Confidential. For internal use only. | 29Confidential. For internal use only. |
GARYVEE ANSWERS
YOUR QUESTIONS
&

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THANK YOU!
&