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The secret to creating viral content out of thin air

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Viral content can't be made, it needs to be created. By gathering unique data on your own, you can dig into this data to create content that connects with people. Understand what the key drivers are for virality and what kind of data has the best change at being popular.

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The secret to creating viral content out of thin air

  1. 1. The Secret Recipe to Creating Viral Content Eli Schwartz Director of Marketing, APAC SurveyMonkey
  2. 2. Who am I?
  3. 3. • Direct – people typing your URL directly into a browser • Also includes missing tracking attributes • Referral – other sites linking to you • Includes social media • Organic search – ranking high on search engines for free 3 sources of free traffic 3
  4. 4. • Hard work takes a long time • Luck is fast • Luck doesn’t exist • Make your own “luck”! 4
  5. 5. What is virality?
  6. 6. • Evokes any emotions positive or negative • Practical & useful There must be an emotional connection for you to click What do the experts say? 6
  7. 7. • Attributes – tie in to who people are (e.g students, patriotism) • Tribes – make them a part of something (“Pissed off consumers”) • Insights – confirm a flattering attribute (Yup, you are smart) • Ego - Share to make yourself look good • Topical – on the the relevant topics (Latest news) • Competition – Can you beat me? • Collaborative – Brings a feeling of togetherness • Delight – LOL! Examples of viral triggers 7
  8. 8. • CNY Uncles and Aunts • Bill is Stupid • Ice bucket challenge • Various infographics • Videos Examples of virality 8
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  10. 10. Virality can’t be forced or invented 10
  11. 11. But there is a way to try 1
  12. 12. • Male vs female? • Where do you travel? • How much money do you make? • Bad habits? • Where do you live? • Where would you want to live? • Which would you choose? Ask questions to get ideas 12
  13. 13. Paint your bullseye around your arrows 13 Prewrite your headlines ___% of ____ want to ____ while Jumping off of ____ 16% of males want to take selfies while jumping off of skateboards
  14. 14. • If A & B • If A & B & C • Examples: • Women over 75 that use Android • Males that use Safari on a PC Think about double pivot and triple pivot 14
  15. 15. Unique data = Unique content charts articles infographics blogs PDF Surveys
  16. 16. FAQ’s 1
  17. 17. Where can you get results?
  18. 18. How many results do you need? 18 Lots of people, but the number will vary by audience
  19. 19. What about significance? Representative? 19 Who ever fact checks the “math” before they hit share?
  20. 20. How much will it cost? 20 Marketing isn’t free but this can be very effective DON’T BE CHEAP!
  21. 21. You could say: 22% of mobile phone users report they’re extremely or very satisfied with their mobile service provider. Or, for a little more drama, invert your data! Mobile Service Providers are in trouble! Nearly 60% of mobile phone users aren’t satisfied with their MSP. 0% 5% 10% 15% 20% 25% 30% 35% Category 1 How satisfied are you with your mobile service provider? Extremely Satisfied Very Satisfied Somewhat Satisfied Not So Satisfied Not Satisfied Pro Tip: Invert Data to Make Compelling Headlines
  22. 22. Case study
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  25. 25. 26 surveymonkey.com/r/sg-toilet-example
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  28. 28. Painted bullseyes 29
  29. 29. Single dimensional view 30
  30. 30. Fun with filters 31
  31. 31. 2 dimensional view 32
  32. 32. Males vs females older than 45 33
  33. 33. What was the other? 34
  34. 34. Turned in into an infographic 35
  35. 35. Results 36
  36. 36. Toilets go viral, but so do lots of other topics! 37
  37. 37. Question Best Practices 3
  38. 38. Operationalize: An Example • Smiles per day? • Projects completed? • Stress felt today? How happy are you?
  39. 39. Communicate Your Intentions Clearly Jargon “Who was central to your ontogeny?” Complications “What is the state of the cleanliness of the room?” Double-negatives “Which of these pictures is not unattractive?” Double-barrels “Do you like apples and pears?” Leading questions “How terrible is this for your health?” Absolutes “How successful is Obamacare?” Keep it simple “Who was central to your development?” Be direct “How clean is the room? Pick a side “Which of these pictures is attractive?” Split it up “Do you like apples? Do you like pears?” Stay balanced “Do you think this healthy, unhealthy, or neither? Personalize it “How successful do you think Obamacare is?”
  40. 40. Unipolar vs. Bipolar Scales Unipolar Bipolar
  41. 41. Make sure people can answer your questions! Keep Questions Accessible Don’t ask things they don’t know How much will the new health care law increase insurance premiums? How worried are you that the new health care law will increase your insurance premium? Don’t ask things they couldn’t know How well does your boss budget his money? How organized is your boss?
  42. 42. Yes / no questions create problems they don’t account for gray areas Don’t Take Shortcuts!
  43. 43. Open-ended questions create problems they’re unfocused, avoidable, and hard to analyze Don’t Take Shortcuts!
  44. 44. Practice Time 4
  45. 45. How satisfied were you with your SuperRide experience? What’s wrong with this question? 46
  46. 46. What’s the problem? How satisfied were you with your SuperRide experience? They have no idea You have no idea No help with deliverables
  47. 47. Let’s fix it! How satisfied were you with your SuperRide experience? Car DriversApp convenient Fast Comfortabl e Stay Specific Give Context They Get It! You Have Deliverables
  48. 48. Think about the most boring topic and let’s try to turn it into a creative survey Brainstorm 49
  49. 49. Practice time! 5
  50. 50. Feel free to use any survey tool you want, but I only know how teach you to use SurveyMonkey! 51
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  52. 52. 53
  53. 53. Make a 5 question survey 54
  54. 54. Share the URL 55
  55. 55. Analyze your data 56
  56. 56. • Can you make it a: • Tweet? • FB Update? • Blog post? Where can you use your data? 57
  57. 57. Email me for slides: eli@surveymonkey.com 5 Q & A

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