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Creating Viral Content
This document discusses using viral principles for content creation. It provides examples of viral content and triggers that cause content to spread widely. Some of the key triggers mentioned include evoking emotions, being controversial, newsworthy, easy to consume and practical. The document also discusses how to identify your target audience and their attributes. It suggests creating content with questions, examples, charts and surveys that highlight unique data about specific audience segments. Finally, it emphasizes testing content on platforms like social media and with influencers, while also making the content scannable and emotionally engaging.
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Creating Viral Content
- 1. Using Viral Principlesfor Content Creation Civil Service College Singapore May 26th 2016 Eli Schwartz Director of Marketing, APAC SurveyMonkey
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- 3. • Direct –people typing your URL directly into a browser • Also includes missing tracking attributes • Referral – other sites linking to you • Includes social media • Organic search – ranking high on search engines for free 3 sources of free traffic 3
- 4. Everyone wants togo viral 4
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- 6. • Evokes anyemotions positive or negative • Controversy • Anger • Joy • Newsworthy • Easy to consume • Practical & useful There must be an emotional connection for you to engage What do the experts say? 6
- 7. Who is youraudience? 7 GenderAge LanguagesEmployment Status ExerciseInternet Usage Marital Status GamingHousehold Income LocationEthnicity EducationIndustry Devices
- 8. • Attributes –tie in to who people are (e.g students, patriotism) • Tribes – make them a part of something (“Pissed off consumers”) • Insights – confirm a flattering attribute (Yup, you are smart) • Ego - Share to make yourself look good • Topical – on the the relevant topics (Latest news) • Competition – Can you beat me? • Collaborative – Brings a feeling of togetherness • Delight – LOL! • Actionable – How to lose weight Examples of viral triggers 8
- 9. • Bill isStupid • Ice bucket challenge • Various infographics • Videos Examples of virality 9
- 10. Virality can’t beforced or invented 10
- 11. But there isa way to try 1
- 12. • Male vsfemale? • Where do you travel? • How much money do you make? • Bad habits? • Where do you live? • Where would you want to live? • Which would you choose? Ask questions to get ideas 12
- 13. Paint your bullseyearound your arrows 13 Prewrite your headlines ___% of ____ want to ____ while Jumping off of ____ 16% of males want to take selfies while jumping off of skateboards
- 14. • If A& B • If A & B & C • Examples: • Women over 75 that use Android • Males that use Safari on a PC Think about double pivot and triple pivot 14
- 15. Unique data =Unique content charts articles infographics blogs PDF Surveys
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- 17. Where can youget results?
- 18. How many resultsdo you need? 18 Lots of people, but the number will vary by audience
- 19. What about significance?Representative? 19 Who ever fact checks the “math” before they hit share?
- 20. How much willit cost? 20 Marketing isn’t free but this can be very effective DON’T BE CHEAP!
- 21. You could say:22% of mobile phone users report they’re extremely or very satisfied with their mobile service provider. Or, for a little more drama, invert your data! Mobile Service Providers are in trouble! Nearly 60% of mobile phone users aren’t satisfied with their MSP. 0% 5% 10% 15% 20% 25% 30% 35% Category 1 How satisfied are you with your mobile service provider? Extremely Satisfied Very Satisfied Somewhat Satisfied Not So Satisfied Not Satisfied Pro Tip: Invert Data to Make Compelling Headlines
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- 33. Males vs femalesolder than 45 33
- 34. What was theother? 34
- 35. Turned in intoan infographic 35
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- 37. Toilets go viral,but so do lots of other topics! 37
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- 39. Operationalize: An Example •Smiles per day? • Projects completed? • Stress felt today? How happy are you?
- 40. Communicate Your IntentionsClearly Jargon “Who was central to your ontogeny?” Complications “What is the state of the cleanliness of the room?” Double-negatives “Which of these pictures is not unattractive?” Double-barrels “Do you like apples and pears?” Leading questions “How terrible is this for your health?” Absolutes “How successful is Obamacare?” Keep it simple “Who was central to your development?” Be direct “How clean is the room? Pick a side “Which of these pictures is attractive?” Split it up “Do you like apples? Do you like pears?” Stay balanced “Do you think this healthy, unhealthy, or neither? Personalize it “How successful do you think Obamacare is?”
- 41. Unipolar vs. BipolarScales Unipolar Bipolar
- 42. Make sure peoplecan answer your questions! Keep Questions Accessible Don’t ask things they don’t know How much will the new health care law increase insurance premiums? How worried are you that the new health care law will increase your insurance premium? Don’t ask things they couldn’t know How well does your boss budget his money? How organized is your boss?
- 43. Yes / noquestions create problems they don’t account for gray areas Don’t Take Shortcuts!
- 44. Open-ended questions createproblems they’re unfocused, avoidable, and hard to analyze Don’t Take Shortcuts!
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- 46. How satisfied wereyou with your SuperRide experience? What’s wrong with this question? 46
- 47. What’s the problem? Howsatisfied were you with your SuperRide experience? They have no idea You have no idea No help with deliverables
- 48. Let’s fix it! Howsatisfied were you with your SuperRide experience? Car DriversApp convenient Fast Comfortabl e Stay Specific Give Context They Get It! You Have Deliverables
- 49. Think about themost boring topic and let’s try to turn it into a creative survey Brainstorm 49
- 50. Feel free touse any survey tool you want, but I only know how teach you to use SurveyMonkey! 50
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- 53. Make a 5question survey 53
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- 56. • Can youmake it a: • Tweet? • FB Update? • Blog post? • Infographic (Piktochart, Canva) Where can you use your data? 56
- 57. • Put numbersin 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 57
- 58. Email me forslides: eli@surveymonkey.com 5 Q & A