Everyone wants a viral. But is that really possible? Let's look at how YouTube can help

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Make Me A Viral!
Viral Video & YouTube
Ciarán Norris, Head of Social Media: Mindshare

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Mindshare SocialMedia8: ViralTracker

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Agenda
• What is a viral?
• Why do we care?
• Planning
• Viral examples
• YouTube tips

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What is viral marketing?
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.
Wikipedia

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WTF?!
Cool sh*t that people like to share.
Ciarán Norris

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Why do we care?
Why do companies like Toblerone or
Pepperidge Farm bother having websites?
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!”
Just a thought.
Ethan Jarlewski: Douglas Coupland, JPod

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Why do we care?

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First things first…

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First things first…
YOU CAN’T
MAKE
A VIRAL

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First things first…
People
Objectives
Strategy
Technologies
Forrester Methodology

11. First things first…
• Publish Web page
• Publish or maintain blog
• Upload video to sites like YouTube
Creators
• Comment on blogs
• Post ratings and reviews
Critics
Collectors
`
• Use social networking sites
Joiners
Spectators
• None of these activities
• Use RSS
• Tag Web pages
Inactive
Source: Forrester’s NAVTAS Q4 2006 Devices & Access Online Survery
• Read blogs
• Watch peer-generated video
• Listen to podcasts

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First things first…

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Sample Footer Text Here
2/12/2014
The 2 Greatest Virals Of All Time?
No.
Not the text.
This bit.

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The 2 Greatest Virals Of All Time?
Right here.
Jurvetson on flickr

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Types of viral
• Ones that are funny
• Ones that are unbelievable
• Ones that pose a question
• Ones that are informative
• Ones that piggyback

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Ones that are funny…

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Sales uplift: 650% in
18 months

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Ones that are unbelievable…

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Ones that are unbelievable…

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Ones that pose a question…

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Ones that pose a question…
Re, re, rewind...

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Ones that are informative…

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Ones that are informative…

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Ones that piggy-back…

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Ones that are piggy-back…
More popular than the
original

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YouTube Tips
• Headline – Make them exclusive!
• Thumbnail – put it in the middle
• Comments – let them roll
• Referrers – refer them

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Conclusion
It’s the
creative,
stupid!

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Ciarán Norris
Head of Social Media, Mindshare
ciaran.norris@mindshareworld.com
@ciaranj
psd on flickr