The document discusses the evolution of content marketing in the social media era, highlighting the various types of content such as videos, images, and infographics that brands are using to engage their audience. It emphasizes the importance of effective storytelling and emotional connections in making videos go viral, using British Airways as a case study. Additionally, it notes the rise of mobile users and the significant role messaging apps play in content consumption and sharing.

1. Emotions To Decisions
Driving The New Age Social Media
Ankur Srivastav
Image source – Cyclone Strategies

2. Content Marketing
Brands have been putting white papers and blog posts on their websites for
years, but in a modern social media-based world, the concept of using online
content to market the brand has evolved significantly.
Nowadays, content marketing includes not just blog posts and webpages, but
also slide decks, videos, images, animations, infographics.
© Ankur Srivastav | 9.ankur@gmail.com

3. Knowing The Medium
Twitter is the top means of distributing content, with 82% of social
media marketers doing it that way.
LinkedIn beats Facebook into second place, with YouTube coming in
fourth.
Pinterest only made it into sixth place, falling behind Google+.

4. What Makes Videos Viral?
Effective Story Telling
A binding story with the
right set of emotions
The right integration
with the brand /
product
The right time
© Ankur Srivastav | 9.ankur@gmail.com

5. What Makes Videos Viral?
Effective Story Telling – British Airways
Love story of a couple.
Flight tickets to London
Valentine’s Day
© Ankur Srivastav | 9.ankur@gmail.com

6. Case Study – British Airways
Go further to get closer

7. What does it earn?
Prospective Customers
Brand Advocates
© Ankur Srivastav | 9.ankur@gmail.com

8. Communication Analysis
Communication
Visual
Ordinary couple,
Realistic,
Touching hearts.
Emotional,
Aspirational,
Connecting the
product
Call-to-action
YouTube url and
not lead
generation
specific
© Ankur Srivastav | 9.ankur@gmail.com

9. Why Such Videos?
Organic outreach on multiple platforms
Content consumption!
Traditional Social World!
Content oriented!
New Age Social!
Mobile!
Latest Sensation!
© Ankur Srivastav | 9.ankur@gmail.com

10. Quick facts
WhatsApp has estimated 30-35 million purely mobile users in India that
will now be coupled with the more than 100 million users of Facebook, of
which an estimated 40% access social network on mobile devices.
Mobile is the way forward and chat is now integral to smartphone usage,
analysts say.
According to research firm Forrester, 69% of global information workers use
texting (SMS or a service such as Apple Inc.’s iMessage or WhatsApp) on a
smartphone for work.
© Ankur Srivastav | 9.ankur@gmail.com

11. How To Seed The Content
Upload
Share
Sponsored
Video
Seed in
groups
People consume a lot of
content on such sites and
share it
People share a lot of videos on chat
messengers
© Ankur Srivastav | 9.ankur@gmail.com

12. What’s loved is shared!
If you do love this, do share it.
Need more? Connect to me at 9.ankur@gmail.com
© Ankur Srivastav
www.ankursrivastav.in