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How to Create the Quizzes Your Audience Will Love – Qzzr/NUVI Webinar


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Qzzr's Owen Fuller and NUVI's Bill Hoops sit down to talk quizzes in social media. The web's hottest form of content is showing no signs of slowing down, but are you coming up with the quiz social users can't help but take? This slide deck will address 10 actionable steps you can take to create the quizzes your audience is dying to take.

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How to Create the Quizzes Your Audience Will Love – Qzzr/NUVI Webinar

  1. 1. Qzzr + Nuvi: How to Create Quizzes That Your Audience Will Love Presented by: Owen Fuller, Qzzr & Bill Hoops, NUVI #qzzrwebinar
  2. 2. Housekeeping • This will be recorded. All registrants will receive a copy. • Look for a recap post with slides on the Qzzr Blog • Ask questions via GoToWebinar • Join the conversation: #qzzrwebinar & @Qzzr_ #qzzrwebinar
  3. 3. Case Study #qzzrwebinar
  4. 4. Who are these guys?
  5. 5. Tens of thousands of quizzes & polls being taken millions of times World’s best publishers, brands and agencies
  6. 6. Our goals 1. Expose a hot content medium (quizzes) 2. Show how to drive social engagement and lead conversions with quizzes 3. Tell the story of the million dollar quiz 4. Get you started with some quiz concepts you can create today 5. Teach how you can measure the social impact of quizzes with NUVI #qzzrwebinar
  7. 7. There is a renaissance happening Hieroglyphics Paper Billboards Mail Email Blogs TV Digital images Video Surveys/polls Infographics Lists Quizzes
  8. 8. And it’s something we hated while we were in school Type to enter text
  9. 9. The road is being paved by mega-publishers Number one article on NY Times in 2013 was a quiz Eight of the top ten most shared articles on the web in the last eight months were quizzes (BuzzSumo, April 2014) Nine of the top ten most shared stories on Facebook in January, 2015 were quizzes
  10. 10. Why are quizzes so irresistable? Engaging, nourishing and… All about ME!!!
  11. 11. “Stop telling me interesting and useful things about myself” - Said no one, ever. #qzzrwebinar
  12. 12. Wait, what about surveys? Under the hood of a quiz is a survey… that people actually want to take… and share with hundreds of their friends. #qzzrwebinar
  13. 13. 81% completion rate 2:27 average time 5% lead conversion rate #qzzrwebinar
  14. 14. Pop Quiz: The average quiz gets shared how many times? 1,900 Some do a little better….
  15. 15. I see a quiz in my newsfeed. Hmm. What am I likely to do? Pass. Not interested: 18% Sure. Let me hit that: 82%
  16. 16. Faster, cheaper and more effective than other content types. Quizzes are the secret weapon… #qzzrwebinar
  17. 17. Two main jobs that marketers hire a quiz to do: 1. Drive social engagement 2. Drive conversions #qzzrwebinar
  18. 18. What businesses are most excited about Turning this Into this
  19. 19. The Million Dollar Quiz A Content Marketing Case Study #qzzrwebinar
  20. 20. Goals Increase revenue via online sales Organic traffic Ranking Brand awareness Quality link building
  21. 21. Strategy Define target audience Research (Keyword Audience, Industry) Match personas to product Drive traffic Output > category page
  22. 22. Promotion Owned Earned Paid
  23. 23. Results To evaluate success: Awareness Interest Desire Action Visibility Engagement Traffic/Lead Quality Conversions/ROI
  24. 24. Visibility Featured on Qzzr’s homepage & newsletter • Average of 30,000 unique visitors per month • Sent out to 13,581 email subscribers • 2,318 opens • 220 clicks to the quiz on Zenni Optical’s website Influencer Outreach Paid channels – hundreds of thousands of viewers / impressions
  26. 26. Engagement STUMBLES 212 LIKES 776 SHARES 1417 COMMENTS 365 TOTAL 2558 TWEETS 230 +1s 77 Ranking 1st for “glasses quiz”
  27. 27. Traffic • 220,631 website sessions from the quiz alone • This behavior funnel showcases the user moving from the content piece to the product pages on the second interaction, and then to buy in the third and final interactions
  28. 28. Conversions / ROI Top revenue-generating channels included: • Organic Search: $104, 924.34 • Paid Search: $73,393.06 • Email: $73,331/96 Multi-attribution technology helps us understand a channel’s respective contribution towards the quiz’s performance. Traffic to the quiz landing page: 533,538 unique visitors Content Marketing Revenue: $909,738.06 7,500.2% Return on Investment:
  29. 29. Roadmap to hit quizzes Research topics Choose quiz title and type Do your research and gather media Create and embed Share and promote Measure, learn, and improve #qzzrwebinar
  30. 30. Tips for graded quizzes Choose a compelling title • Are you a ____ expert? • Can you pass the ___ test? • The world’s hardest ___ quiz • Are you a true ____? Keep your quizzes fair and clear • Limit the number of answers to each question • Remove any friction from the process Show feedback • Give more information about the right answer Make people feel good about their results • 45% of shares on graded quizzes come from 100% scores • Assign outcomes. “You got 90%. You’re a genius!”
  31. 31. Tips for outcome quizzes Choose a compelling title • Which ___ are you? • What ___ do you actually belong in? • What kind of ___ are you? Create shareworthy outcomes • invoke awe, laughter or amusement (BuzzSumo) • help people define themselves, nourish relationships & get the word out about causes they love (NY Times) • make it a “feel-good, look-good” mechanism • Help people share what “they want their friends to think they like” (Buzzfeed) Build a process • Identify outcomes • Map differentiating factors • Be creative with your questions and answers
  32. 32. Pro tip: begin with the end in mind Write these first. Make sure people would be proud to share Make sure your CTA relates to outcome. Hey 3PO - You’re research driven, so why not download this guide…
  33. 33. What titles/topics would work for me? What content resonates with your audience? What are the most shared topics? What topics get the most questions? What topics are most controversial? Are there decisions that people struggle to make? Are there topics that are misunderstood?
  34. 34. Recycle your content If you have knowledge and answers in your evergreen content, you can turn it into a quiz. Look at your List posts Infographics Debate posts ….all raw quiz material
  35. 35. “Are you a candidate for Lasik Surgery?” “Should you be wearing glasses to drive?” “Do you know the seven common mistakes new contact wearers must avoid?” “Which frames match your style?” “Give yourself an eye exam.” “Do you need special lenses?” The wild world of… optometry
  36. 36. Virality takes a pinch of luck You can control consistency
  37. 37. You will win when you understand what motivates your audience #qzzrwebinar
  38. 38. 10. Show me something cool
  39. 39. 10. Show me something cool
  40. 40. 9. Ask me interesting questions
  41. 41. 8. Be fair
  42. 42. 7. Reel me in with your title
  43. 43. 6. Help me feel sufficiently assessed
  44. 44. 5. Feed me
  45. 45. 4. Stay on topic
  46. 46. 3. Make me laugh “Laughter is the shortest distance between two people.”- Victor Borge
  47. 47. 2. Give me something to brag about
  48. 48. 1. Make me an offer I can’t refuse
  49. 49. Bottom line: Just go make something remarkable! Get started at #qzzrwebinar
  51. 51. NUVI is a real-time listening and analytics platform for social media. We make social conversations on the web actionable and insightful using elegant dashboards and unique visualizations. WHAT IS NUVI
  52. 52. THE PROBLEM • Social conversations are exploding. • Conversations that happen on social media are increasingly effecting buying behavior. • Brands and agencies need a way to quickly analyze and respond to what is being said. OUR SOLUTION• Real time visual analytics help derive insight quickly. • Automated reporting gives agencies and departments the ability to report on their efforts in seconds instead of putting together customized reports
  53. 53. HOW IT WORKS
  54. 54. CONTACT US Follow us on Twitter - @NUVI Like what you see? Questions?
  55. 55. Qzzr + Nuvi: How to Create Quizzes That Your Audience Will Love Presented by: Owen Fuller, Qzzr & Bill Hoops, NUVI #qzzrwebinar