Make Me A Viral: The Art & Science Of Video Virals

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"Make me a viral" is often the cry of clients looking for magic-bullet marketing. But can you actually 'make' a viral? And how do videos end up going vioral? This presentation looks at some of the great viral successes.

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Make Me A Viral: The Art & Science Of Video Virals

  1. 1. 1<br />Make Me A Viral!<br />Viral Video & YouTube<br />Ciarán Norris, Head of Social Media: Mindshare<br />
  2. 2. 2<br />Mindshare SocialMedia8: ViralTracker<br />
  3. 3. 3<br />When to shoot me….<br />Cambodia4kidsorg on flickr<br />
  4. 4. Agenda<br /><ul><li> What is a viral?
  5. 5. The case for viral marketing
  6. 6. Planning
  7. 7. Viral examples
  8. 8. YouTube tips</li></ul>4<br />
  9. 9. What is viral marketing?<br />Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness, through self-replicating viral processes, analogous to the spread of pathological and computer viruses.<br />Wikipedia<br />5<br />
  10. 10. WTF?!<br />Cool sh*t that people like to share.<br />Ciarán Norris<br />6<br />
  11. 11. The case for viral marketing<br />Why do companies like Toblerone or Pepperidge Farm bother having websites? <br />As if people are going to say to themselves, “Gee, I wish I knew more about Milano cookies. I know! I’ll go to their site!”<br />Just a thought.<br />Ethan Jarlewski: Douglas Coupland, JPod<br />7<br />
  12. 12. Why do we care?<br />8<br />
  13. 13. First things first…<br />9<br />
  14. 14. First things first…<br />YOU CAN’T MAKE<br />A VIRAL<br />10<br />
  15. 15. First things first…<br />People<br />Objectives<br />Strategy<br />Technologies<br />Forrester Methodology<br />11<br />
  16. 16. First things first…<br /><ul><li>Publish Web page
  17. 17. Publish or maintain blog
  18. 18. Upload video to sites like YouTube
  19. 19. Comment on blogs
  20. 20. Post ratings and reviews</li></ul>Creators<br />Critics<br /><ul><li>Use RSS
  21. 21. Tag Web pages</li></ul>Collectors<br />`<br /><ul><li>Use social networking sites</li></ul>Joiners<br /><ul><li>Read blogs
  22. 22. Watch peer-generated video
  23. 23. Listen to podcasts</li></ul>Spectators<br /><ul><li>None of these activities</li></ul>Inactive<br />Source: Forrester’s NAVTAS Q4 2006 Devices & Access Online Survery<br />
  24. 24. First things first…<br />13<br />
  25. 25. The 2 Greatest Virals Of All Time?<br />10/12/2009<br />Sample Footer Text Here<br />14<br />No. <br />Not the video. <br />This bit.<br />
  26. 26. The 2 Greatest Virals Of All Time?<br />15<br />Right here.<br />Jurvetson on flickr<br />
  27. 27. Types of viral<br /><ul><li> Ones that are funny
  28. 28. Ones that are unbelievable
  29. 29. Ones that pose a question
  30. 30. Ones that are informative
  31. 31. Ones that piggyback</li></ul>16<br />
  32. 32. Ones that are funny…<br />17<br />
  33. 33. 18<br />Sales uplift: 650% in 18 months<br />
  34. 34. Ones that are unbelievable…<br />19<br />
  35. 35. Ones that are unbelievable…<br />20<br />
  36. 36. Ones that pose a question…<br />21<br />
  37. 37. Ones that pose a question…<br />22<br />Re, re, rewind...<br />
  38. 38. Ones that are informative…<br />23<br />
  39. 39. Ones that are informative…<br />24<br />
  40. 40. Ones that piggy-back…<br />25<br />
  41. 41. Ones that are piggy-back…<br />26<br />More popular than the original<br />
  42. 42. YouTube Tips<br /><ul><li> Headline – Make them exclusive!
  43. 43. Thumbnail – put it in the middle
  44. 44. Comments – let them roll
  45. 45. Referrers – refer them</li></ul>27<br />
  46. 46. Conclusion<br />It’s the creative, <br />stupid!<br />28<br />
  47. 47. 29<br />Ciarán Norris<br />Head of Social Media, Mindshare<br />ciaran.norris@mindshareworld.com<br />@ciaranj<br />psd on flickr<br />

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