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How Not to Be Ignored on the Internet: The Principles of Viral Creative

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Henry Cowling (Creative Director, The Viral Factory) explains how to get noticed and explores viral marketing techniques and terms, such as sendable and receivable content. Presented at Social Media Marketing 2010 (London).

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How Not to Be Ignored on the Internet: The Principles of Viral Creative

  1. 1.
  2. 2. Your brand here…<br />The Viral Factory<br />Founded: 2001<br />Mission: Build Brands With Viral Marketing<br />
  3. 3.
  4. 4. Some Principals of Viral Creative<br /><ul><li> Being relevant to an audience
  5. 5. Working in editorial space
  6. 6. Receivable vssendable
  7. 7. Honest approach to the message</li></li></ul><li>
  8. 8. Being Relevant<br /><ul><li> The internet is tribal
  9. 9. Viral is a badge of personality
  10. 10. Bloggers need content
  11. 11. Going mainstream</li></li></ul><li>Samsung, OmniaUnboxing<br />
  12. 12.
  13. 13. Working in Editorial Space<br /><ul><li> There is no bought media
  14. 14. Entertain your audience first
  15. 15. Absorb the culture
  16. 16. Act as a brand in editorial space</li></li></ul><li>Diesel, Safe For Work<br />
  17. 17.
  18. 18. Receivable vsSendable<br /><ul><li> Viral has its own ‘rules’
  19. 19. It’s hard to write the best/funniest content
  20. 20. Getting people to hit send </li></li></ul><li>Ghost Maze Reaction<br />
  21. 21. Hi-Tec, Liquid Mountaineering<br />Weiden + Kennedy Portland<br />
  22. 22.
  23. 23. On message<br /><ul><li> People don’t object to advertising
  24. 24. Viral is not about ‘unbranded’ content
  25. 25. Brands can exist and thrive in the social environment</li></li></ul><li>Skype, Laughter Chain<br />

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