Spreading
the word
…
and the
Tweet
Kris Zanuldin
@kzanul
OWNED
MEDIA
web content
twitter / facebook
blogs
PAID
MEDIA
search ads
display
ATL
EARNED
MEDIA
re-tweets
shares
bloggers
...
What is
Social
Media?
Social Media ≠ Putting It On A Social Platform!
Social Media is about building relevant relationship...
Let’s Talk Viral
Your K-Factor (aka Going Viral)
Let’s Get Cooking
Tell YOUR Story
Your K-Factor
(aka Going Viral)
This Is What
Viral Looks Like
First The Math
(don’t worry)...
k factor = % of customers that share
X
# of shares each (e.g. tweets, emails, likes…)
X
# ...
Let’s Look At It
Practically…
3 customers share 2 tweets each 4new prospects 1new
customer
Unfortunately…
50% 2 67% 25%
k factor = 0.17 (not viral)
x x x
For every 100 customers, you’re only getting 17 new ones
If More People
Share Or Convert…
5 customers share 2 tweets each 10new prospects 8new
customers
xxx
Then You Have
A Hit!
83% 2 100% 80%
k factor = 1.33
Ask Yourself Two
Things…
1. Why should they share?
2. Why should they care?
Let’s Get Cooking!
The Key
Ingredients
0 px
1. A Good Story
2. Motivators
3. A Viral Loop
4. Medium
A Good Story
(why should they care)
Your Message Should:
Grab Attention.
Hit A Nerve.
Be Consistent.
Be Memorable.
not this…
get this…
Remember Its About
Creating A Conversation
Motivators
(why should they share)
Personal relevance
Humor
Utility
Relationship Building
Common Interests
FOMO
Reciprocity
Draw Your
Neighbor
(you have 30 secs)
A Viral Loop
Make it easy for people to
share your content:
Share it buttons
Retweets (120 not 140)
Embeds
Email
Find The Right Medium
Creative
Storytelling
Pay Attention Test
Keeping It Simple
Try it in 6 characters
Tell YOUR
Story
1. Your story (think back to elevator pitch)
2. What’s the motivation
3. How will they share?
4. Which platform will you u...
Thank You!
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Youth Entrepreneurship - Spreading The Word

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This is the second presentation I did for a Youth Entrepreneurship series in Toronto. There was alot of in-person sessions as part of the session - but hopefully you'll get the gist!

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Youth Entrepreneurship - Spreading The Word

  1. 1. Spreading the word … and the Tweet Kris Zanuldin @kzanul
  2. 2. OWNED MEDIA web content twitter / facebook blogs PAID MEDIA search ads display ATL EARNED MEDIA re-tweets shares bloggers A Quick Recap
  3. 3. What is Social Media? Social Media ≠ Putting It On A Social Platform! Social Media is about building relevant relationships. Anything else is just media.
  4. 4. Let’s Talk Viral Your K-Factor (aka Going Viral) Let’s Get Cooking Tell YOUR Story
  5. 5. Your K-Factor (aka Going Viral)
  6. 6. This Is What Viral Looks Like
  7. 7. First The Math (don’t worry)... k factor = % of customers that share X # of shares each (e.g. tweets, emails, likes…) X # of new prospects you get per share X # that become actual customers k > 1 is viral
  8. 8. Let’s Look At It Practically… 3 customers share 2 tweets each 4new prospects 1new customer
  9. 9. Unfortunately… 50% 2 67% 25% k factor = 0.17 (not viral) x x x For every 100 customers, you’re only getting 17 new ones
  10. 10. If More People Share Or Convert… 5 customers share 2 tweets each 10new prospects 8new customers
  11. 11. xxx Then You Have A Hit! 83% 2 100% 80% k factor = 1.33
  12. 12. Ask Yourself Two Things… 1. Why should they share? 2. Why should they care?
  13. 13. Let’s Get Cooking!
  14. 14. The Key Ingredients 0 px 1. A Good Story 2. Motivators 3. A Viral Loop 4. Medium
  15. 15. A Good Story (why should they care) Your Message Should: Grab Attention. Hit A Nerve. Be Consistent. Be Memorable.
  16. 16. not this… get this… Remember Its About Creating A Conversation
  17. 17. Motivators (why should they share) Personal relevance Humor Utility Relationship Building Common Interests FOMO Reciprocity
  18. 18. Draw Your Neighbor (you have 30 secs)
  19. 19. A Viral Loop Make it easy for people to share your content: Share it buttons Retweets (120 not 140) Embeds Email
  20. 20. Find The Right Medium
  21. 21. Creative Storytelling
  22. 22. Pay Attention Test
  23. 23. Keeping It Simple Try it in 6 characters
  24. 24. Tell YOUR Story
  25. 25. 1. Your story (think back to elevator pitch) 2. What’s the motivation 3. How will they share? 4. Which platform will you use? Create Your First Social Media Campaign
  26. 26. Thank You!

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