The document discusses strategies for creating viral digital content and marketing. It emphasizes that marketers should focus on understanding consumer behavior online rather than trying to artificially force content to go viral. Successful strategies involve empowering creators to engage with online communities, finding brand advocates within influential social networks, and establishing clear metrics to measure success from the beginning. The top topic of conversation about one news anchor, Rachel Maddow, was found to be her personality based on blog conversation analysis.

1. Answering
Demands to
quot;Go Viralquot;
Bryan Wiener Chris Meador Sarah Hofstetter
CEO Senior Director of Brand Strategy VP, Emerging Media
360i NBC News & MSNBC & Client Strategy
360i
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2. Can you make me something that goes viral?
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3. How Do You Get
Lucky?
3

4. Digital marketing plans need to revolve
around consumer behavior
Internet As Focus Group Customized Experiences Old playbooks Obsolete
Execution requires uncommon integration
4

5. Empower the creators to feed the lurkers and
contributors
<5% of Internet
• Creators: Publishers, Uploaders
users
• Critics: Reviewers, Commenters
• Collectors: Taggers, Voters
• Joiners: Profile Posters
• Spectators: Readers, Viewers
• Inactives: Anti-Social
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6. How can marketers influence the
influential?
Social
Networking
Blogs Communities
Forum Microblogging
Finding Brand
Advocates/Evangelists
Virtual
Chat
Worlds
Tools/Assets
Promo/ Unique
Widgets Video
Contest Info
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7. Establish Success
Metrics Early
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8. Establishing success metrics in advance
Awareness Consideration
Offline purchase E-Commerce
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9. Your Audience
is Telling you
What They Want
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10. The Top Topic of Conversation about Rachel Maddow
by Overall Impressions was her Personality
Blog Conversation Analysis for Rachel Maddow
30%
0.3% 0.1% 0.0%
Rachel was most often favorably
compared to her MSNBC co- 4.9% Personality
25%
workers, Keith Olbermann and 7.9%
Chris Matthews Comparison to Other News
Anchors
20%
New Show/Approach to Politics