Creating Viral Content 病毒行銷·你學得會
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Presented in Taipei Taiwan on August 2nd 2016. Case study on how to create viral content that enables anyone to be a viral marketer
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Creating Viral Content 病毒行銷·你學得會
- 1. Eli Schwartz Director of Marketing, APAC SurveyMonkey SurveyMonkey 亞太行銷總監 Everyone Can Be A VIRAL Marketer 病毒行銷·你學得會！ Taipei, Taiwan August 2016
- 2. SurveyMonkey 是世界一流的問卷調查平台 SurveyMonkey Is the World’s #1 Survey Platform 2 3MSurvey responses are generated daily 每日回收問卷數 17KNew sign-ups daily 每日註冊新用戶 90MUnique visitors every month 每月訪客 “SurveyMonkey turns online surveys into a hot business.” “One of the hottest startups to watch.”
- 3. Non-Profit 27% Personal 1%Education 21% Govt. 9% For-Profit 42% We Have 20+ Million Registered Users of All Types 99%of the Fortune 500 2 千多萬的註冊用戶，涵蓋了 99% 的 500 強企業
- 4. Get valuable data for everyone across your organization We Help Companies and People Make Smarter Decisions Performance Reviews Website Feedback Parent Feedback Event Planning Product Research Market Research NPS Employee Satisfaction Customer Satisfaction Nonprofit Surveys 我們幫助企業和個人蒐集數據，做出合理決策 績效評估 網站反饋 母公司反饋 活動規劃 產品調研 非盈利調查 客戶滿意度 員工滿意度 NPS 市場調查
- 6. Why do you want to go viral? 6 為何要玩病毒行銷？
- 7. Why do you want to go viral? 7 為何要玩病毒行銷？
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- 10. Everything can be viral 萬物皆有染
- 13. • Controversy 爭論 • Anger 憤怒 • Joy 快樂 • Newsworthy 有新聞價值 • Easy to consume 消費得起 • Practical & useful 實用性 There must be an emotional connection for you to engage 找到用戶積極參與的情緒連接點 What do the experts say? 磚家說 13
- 14. • Attributes 屬性 – tie in to who people are (e.g students, patriotism) • Tribes 群體 – make them a part of something (“Pissed off consumers”) • Insights 見解 – confirm a flattering attribute (Yup, you are smart) • Ego 自我意識 – Share to make yourself look good • Topical 話題 – on the the relevant topics (Latest news) • Competition 競爭 – Can you beat me? • Collaborative 合作 – Brings a feeling of togetherness • Delight 高興 – LOL! • Actionable 可行 – How to lose weight Examples of viral triggers 行銷導火索 14
- 15. • Bill is Stupid • Ice bucket challenge • Various infographics • Videos Examples of virality 15
- 16. • Bill is Stupid • Ice bucket challenge • Various infographics • Videos Examples of virality 16
- 17. • Bill is Stupid • Ice bucket challenge • Various infographics • Videos Examples of virality 17
- 18. • Bill is Stupid • Ice bucket challenge • Various infographics • Videos Examples of virality 18
- 19. 19
- 20. • Male vs female? • Age? • Hours of sleep at night • How much money do you make? • Bad habits? • Where do you live? • Have you ever been unfaithful? • What was the last lie you told? • Devices? • Scenarios • Image reactions Use surveys and ask BOLD questions 20 使用問卷大膽調查
- 21. Paint a bullseye around your darts 21 Prewrite your headlines ___% of ____ ____ want to ____ with____ 在飛鏢所射之處畫靶心
- 22. Paint a bullseye around your darts 22 Prewrite your headlines ___% of ____ ____ want to ____ with____ 16% of married | males want to have an affair with Justin Bieber 在飛鏢所射之處畫靶心
- 23. Surveys = data = Unique content charts articles infographics blogs PDF Surveys 調查 = 數據 = 獨特內涵
- 24. Case study
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- 31. What was the other? 31
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- 33. Turned in into an infographic 33 圖像視覺化
- 34. Results 34
- 35. Toilets go viral, but so do lots of other topics! 35 除了廁所，還有很多話題可以病毒行銷
- 37. • Dig deep into behaviors • Put numbers in the headline • Use short URL’s • Make the URL’s descriptive • Use images above the fold • Make it easy to scan • Time it right • Get it to influencers • Be newsworthy • Use paid social • BUILD IN THE EMOTION Next steps 37
- 38. Email me for slides: eli@surveymonkey.com
Editor's Notes
- ANIMATED