Social Media Marketing & The Fallacy of Going Viral


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This Social Media Marketing & Going Viral presentation was given in August 2011 at the SES San Francisco conference. The deck highlights the points about the fallacies of "going viral" and how companies should really focus on becoming a valuable asset and fulfilling the needs of their clients to create a loyal & engaged consumer base.

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Social Media Marketing & The Fallacy of Going Viral

  1. 1. Like Me! <br />Liana “Li” Evans<br />LiBeck Integrated Marketing<br />@storyspinner<br />
  2. 2. Everyone Wants to “Go Viral”<br />
  3. 3. You Can’t Plan Viral<br />Very Accidental<br />Most things that go viral are never planned that way<br />Timing is Everything<br />What worked today won’t work tomorrow<br />Most Don’t Sell Anything<br />There’s never an expectation of purchase<br />
  4. 4. You Don’t Have to Be Sexy to Be Valuable<br />Remember Viral is Short Lived<br />Usually a short burst & hard to create<br />When Your Valuable, You’re ‘Sticky’<br />People will always want more<br />They’ll recommend you to their friends<br />Think Differently<br />Don’t be a copy cat, be valuable in your own way<br />
  5. 5. Big Tony the Plumber Isn’t Sexy….<br />
  6. 6. What’s Your Goal?<br />
  7. 7. Make it Easy to Share…<br />… Or Someone Else Will<br />
  8. 8. Find Their Passion<br />Hitting an Emotion Causes Passionate Actions<br />Useful / Solving a Problem<br />Outrage<br />Happiness<br />Sadness<br />Humor<br />Compassion<br />
  9. 9. Focus on Quality<br />What would you rather have 30k+ fans who just follow you or:<br />1k fans who over 50% read your content<br />100 views that lead to 10+ purchases?<br />400 loyal fans who recommend you to 5 of their friends once a week<br />
  10. 10. How Can You Realistically Have a Conversation?<br />
  11. 11. When You Focus on What They Want<br />
  12. 12. Understand Your Audience<br />Where Are They?<br />This is where you can seed your content<br />What Are They Doing?<br />Reading, Creating, Conversing<br />What is Their Need?<br />Time Saving, Gathering Info, Comfort<br />
  13. 13.
  14. 14. Give Up Control<br />It’s Social Media – You Really Don’t “Own” Anything Anymore<br />Your audience wants to feel connected to you<br />Your audience wants to feel like they help make your success<br />You cannot control what your audience thinks, says or how they react<br />
  15. 15. Get Your Audience Involved<br />Getting Them Involved Brings Them Back – It Makes You ‘Sticky’<br />Apps, Games<br />Quizzes<br />Polls<br />Questions<br />Interactive Videos, Apps, Flash<br />
  16. 16. Be Realistic<br />Don’t Create Pieces with the Intent of Going Viral, But Be Prepared<br />What’s Success for Your Content?<br />Page Views, Time on Site, Conversions<br />What Do You Measure?<br />Traffic, Buzz, Shares, Links<br />It Rarely Happens Overnight<br />Find Your Influencers & Seed it To Them 1st<br />
  17. 17. Don’t Forget to Integrate<br />Optimize Your Content<br />So it can be found anywhere<br />Synch Your Messages<br />So your audience isn’t confused<br />Don’t Ignore Other Channels<br />They can help propagate your tactics<br />Attribution<br />Remember to count Social in the Mix<br />
  18. 18. Summary<br />Viral isn’t Cookie Cutter<br />Find Your Audience’s Passion<br />Create Content for THEM!<br />Make That Content EASY to Share<br />Give Up Control<br />Stop Counting!<br />Remember It’s About Them<br />
  19. 19. Free Resources<br />eBooks:<br />Social Media Myths<br />3 Keys to Content Creation & Success in Social Media<br />What is Foursquare: A Business Guide to Location Based Marketing<br />Free Chapter of Social Media Marketing: Engaging Strategies for Facebook, Twitter & Other Social Media<br />
  20. 20. Contact<br />Liana “Li” Evans<br /><br />@storyspiner<br /><br /><br />Can Buy the Book at Booth 720 (and get a free eBook copy too)<br />