Psychology of Social Sharing

THE PSYCHOLOGY OF SOCIAL SHARING
Researched, Written, Designed and Published by:
Michele Conigliaro, Sr. Manager, Marketing Strategy & Analysis
UNCOVERING CONSUMER SHARING MOTIVATIONS
AND CREATING SHAREABLE CONTENT

MICHELE CONIGLIARO
Sr. Manager, Marketing Strategy & Analysis
PRESENTATION
& RESEARCH BY

TABLE OF
CONTENTS
I. Executive Summary
II. Methodology
III. Defining Viral
IV. Consumer Insights: Psychology of
Sharing
V. Understanding Sharing
VI. Going Viral
VII. Launch & Amplification
VIII. Case Studies
IX. Appendices

EXECUTIVE SUMMARY
Key Insights & Findings

EXECUTIVE SUMMARY
• Sharing is an innate part of human nature; tapping into these motivations are key when creating content to ensure it
entices sharing from consumers. This is key in creating ‘shareable content’.
• There are six core motivational factors behind consumer sharing: Social Currency, Everyday Triggers, Emotional
Resonance, Adding Value, Public Recognition, and Story-Telling.
• At its core, sharing is always about relationships—either the relationship with yourself, the world, or with others.
• The online landscape continues to grow at an exponential rate; people are sharing more than ever. People share mostly
with friends and family (72%) via social networks (58%).
• Setting-up content for viral success involves three major focus areas:
• Foundational: Targeting the correct audience; creating an inherently shareable video; creating quality & original
content; ensuring content includes technical elements of previous viral successes
• Distribution: includes well-planned and strategic distribution & amplification plan
• Ongoing Optimization: continually optimize, leverage influencers, take advantage of real-time opportunities, etc
• Properly Prepare for launch by laying a framework, following best-practices, and training Community Managers.

We reviewed academic and market research—from sources like Forrester,
comScore and adAge—on viral marketing, word of mouth, and the
psychology of sharing, as well as dozens of examples of both branded and
user-generated viral content from around the world to develop a set of global
guidelines for creating highly-shareable media.
Methodology
METHODOLOGY

DEFINING ‘VIRAL’Awareness
DefiningMethodology Criteria Media Types

WHAT
MOTIVATES
US TO SHARE?
27,000,000Pieces of
Content
ARE SHARED EACH
DAY
* 2012 AOL & Nielsen

• Viral content may happen organically (i.e. user-generated), or intentionally (i.e. viral marketing)
• Viral marketing by brands usually falls under two categories: “Creative Storytelling” or Experiential
• Content considered ‘viral’ usually meets one of the following criteria: receives a large number of views in a
short period, garners significant ‘buzz’ both online and off, and is remembered in the long-term.
• Viral content takes on many shapes and forms:
• Caption Themes & Images (i.e. LOL Catz)
• Video or Video Series (i.e. Charlie Bit my Finger”)
• Websites (i.e. “Ask a Ninja”)
• Social media accounts (i.e. Drunk Hulk)
• Activities (i.e. ‘planking’)
• Animated GIFS (i.e. Nyan Cat)
• Traditional word-of-mouth “tends to spread slower, and be more analog”*, whereas online word-of-mouth can
have exponential growth.
OverviewOVERVIEW & KEY FINDINGS

• “Contagious” content, behavior, or idea that travels
through a community in a rapid and far-reaching way
• Meme or specifically, Internet meme: “any concept that
spreads rapidly from person to person via the Internet,
largely through internet-based E-mail, blogs, forums,
image boards, social networking sites, instant messaging
and video sites such as YouTube”*
• May happen organicically: “happens and spreads
through no overt action or intent on the part of the
person who creates [it]”**, or intentional
* Wikipedia, “Meme”, http://en.wikipedia.org/wiki/Meme, accessed July 29, 2013
** Seth Godin 2000, IdeaVirus, http://sethgodin.typepad.com/seths_blog/files/2000Ideavirus.pdf, accessed July 29/2013
Criteria
What defines viral content?
VIRAL: A WORKING DEFINITION

Viral Content
Intentional
Viral Marketing
Creative
Storytelling
Experiential(
Voyeuristic)
Organic
User Generated
* Hinz, Skiera, Barrot, & Becker, 2012 http://www.marketingpower.com/aboutama/documents/jm_forthcoming/seeding_strategies_for_viral.pdf, accessed July 19/2013
vi·ral mar·ket·ing (noun)
“The term “viral marketing”
describes the phenomenon by
which consumers mutually share
and spread marketing relevant
information, initially sent out
deliberately by marketers to
stimulate and capitalize on word-
of-mouth (WOM) behaviors.*
Types
Viral content result from both organic and intentional efforts…

For something to be considered ‘viral’, it should
meet some, if not all, of the following criteria:
Kevin Allocca, YouTube Trends Manager, 2011
In his 2011 TEDYouth talk, Kevin Allocca, Trends Manager at
YouTube, described three criteria it takes to ‘go viral’:
• TASTEMAKERS: High influence individuals or groups who
take a POV on and introduce content to a broader audience
• COMMUNITIES OF CREATIVE PARTICIPATION:
Proliferation of creative adaptations and/or parodies. The
content inspires us to participate
• UNEXPECTEDNESS: “Only that which is truly unique and
unexpected can stand out” –Kevin Allocca
Defining
VIEWERSHIP: Achieve a large number of views in
a relatively short period of time
• Threshold continues to evolve over time, steadily
increasing as global audiences grow
• Ex. 5M views in 3-7 days (via Nalts)
BUZZ: Be talked about & ubiquitous on and offline,
with notable, high quality shares (think: high impact,
high influence)
LONGEVITY: creates a long-term impact, and
remembered / recalled in news/blogs/industry sources

VIDEO OR VIDEO
SERIES
CAPTION THEMES AND IMAGES
ANIMATED GIFS /
ANIMATION
SOCIAL MEDIAACCOUNTS /
MEMES
ACTIVITIES
WEBSITES
CELEBRITY QUOTES
Any type of content can ‘go viral’.
Videos are perhaps the most common, especially for
branded content, but websites, images, games and even
activities can become the object of Internet fervor.
GAME
S
Defining

Traditional word-of-mouth “tends to spread slower, and be more analog”*, whereas online word-of-mouth can
have exponential growth, thanks to the literally thousands of people available within one click.
Exponential growth. Viral content spreads fast & far.Traditional WOM has slower growth & fades more quickly.
* Seth Godin 2000, IdeaVirus, http://sethgodin.typepad.com/seths_blog/files/2000Ideavirus.pdf, accessed July 29/2013.
Defining

PSYCHOLOGY OF SHARING
Human Nature MotivationsPrinciples OpportunitiesOverview

There are more than
89 MILLION
#SELFIES
on Instagram
*Source: Statigram, January 7, 2014

• Sharing is a deep-seated part of human nature.
• There are core motivational factors behind consumer sharing:
• Social Currency
• Everyday Triggers
• Emotional Resonance
• Adding Value
• Public Recognition
• Story-Telling
• At its core, sharing is always about relationships—either the relationship with yourself, the world, or with
others.
• ‘Sharer’ personas are identified as: altruists, careerists, hipsters, boomerangs, connectors, selectives
• Appealing to a consumer’s motivations to connect with others—not just a brand—is a key factor to influence
sharing.
• Keeping content simple, humorous & maintaining a sense of urgency are also essential elements.
• Listening and responding help fuel the sharing cycle, building deeper consumer/brand relationships.
OverviewOVERVIEW & KEY FINDINGS

Cave Walls, Smoke Signals,
Rock Formations, Tribes
Facebook “Walls” & Timelines,
Status Updates, Tweets, Checking-in,
‘Liking’, LinkedIn Groups
Image
Source:4shared.com,
2013
Our behavior has drastically changed with the evolution of digital
media, but our instincts have remained the same. The basic instincts
guiding human social behavior for thousands of years show that today’s
digital interactions are not really new. It’s the knowledge of human instincts
that inspires the most successful social media tactics and technologies.
The walls of Spain’s El Castillo cave,
dated over 37,300 years ago.
The 2014 Facebook ‘wall’ displaying status updates, and
messages from friends.
EVOLUTION OF SOCIAL SHARING

FOOD
WATER
SHELTER
BREATHIN
G
SLEEP
SEX
WARMTH
HOMEOSTASIS
HEALTH
EMPLOYMENT
STABILITY
PROPERTY
PROTECTION
FRIENDSHIP
FAMILY
INTIMACY
SENSE OF CONNECTION
AFFECTION
SELF-ESTEEM
CONFIDENCE
ACCOMLISHMENT
RESPECT OF OTHERS
STATUS
REPUTATION
MORALITY
CREATIVITY
FULLFILLMENT
MEANING
ACCEPTANCE
SELF-REALIZATION
SAFETY
BELONGING
ESTEEM
PHYSIOLOGICAL
Human NatureUnderstanding the motivational forces behind the act of sharing helps
marketers & brands create shareable & spreadable content.
SHARING + DIGITAL BEHAVIOR ARE AN INHERENT PART OF HUMAN
NATURE
Creating
Publishing
Influencing
Expressing
Moderating
Profile
Online Identity
Establishing Presence
Watching / Visiting
Consumption
Community
Adding Value
Connecting
Rewards
Relevancy
Recognition
Creating
Curating
Inspiring
Impacting Society
Meaningful Experiences
Self-fulfillment
Giving Back
Transparency
Authenticity
Identity
Reputation
Feedback Loop
Social Currency
Expression
Connecting
Contributing
Reviewing / Rating
Supporting / Liking
Commenting / Engaging
Sharing
Collecting
Updating
Forwarding / Tagging
Staying in Loop
Learning
Existence
Entertainment
Authored by: Michele Conigliaro, Sr. Manager, Marketing Strategy & Analysis

Social Currency
Story-TellingRecognitionAdding Value
Everyday Triggers Emotional Resonance
Pulling on the levers appealing to our human nature creates more
appealing, and thus, more shareable social content
These levers are based on
psychology. It’s about
understanding the motivations &
drivers that appeal to people, and
enticing sharing with others.
Principles
Inspired by Jonah Berger’s Contagious: Why Things Catch On

SOCIAL CURRENCY
AKA: Defining Ourselves & Self-Expression
'Social Currency’ relates to images we portray, and three things tend to matter most:
appearing interesting, accomplished, and/or distinguished. Things making us appear as
such are talked about more, hence increasing the likelihood of spreading. This usually
includes unusual or extraordinary content worthy of notice or attention, and boils acts
of sharing down to creating a (perhaps, aspirational) self-image, reputation, or
perception of one’s self. Shared content helps one live-up to a desired self-image,
aiding in the formation of self-identity along the way.
LinkedIn sends an email informing users as
one of the top viewed profiles. Upon
receiving, people not only felt special and
recognized, but majority of people felt
compelled to share this information with
others.
Online retailer Rue La La offers exclusivity
on two counts: Membership is invite-only,
and through ‘flash sales’ lasting no more than
two days..
Sharing helps us along the journey of
defining ourselves, serving as a form of
self-expression…
MOTIVATIONS
Self-Expression
Accomplishment
Self-Identity
Perception
Reputation
Image
Fitting in
Status
EXAMPLES

EVERYDAY TRIGGERS
AKA: Top of Mind, Tip of Tongue
Both our behavior and conversations are often influenced simply by what is around us.
Triggers relate to cues in the environment reminding us of related products and ideas,
triggering us to talk about them more. Triggers can include sight, sound, smell. Ideas
that are top of mind spread. Like parasites, viral ideas attach themselves to top of mind
stories, occurrences or environments. Triggers have a big impact on human behavior.
They shape the choices we make, the things we talk about, and the products we buy.
The more frequent a trigger, the more likely a product is thought of and talked about
(and hence catches on.)
Mars bar sales spiked in 1997 when
NASA’s space shuttle Pathfinder explored
the red planet. The buzz about the
expedition in the media, put Mars on
people’s minds. resulting in a significant
spike in Mars candy bar sales.
Rebecca Black's song ’’Friday’' is played
most on....Fridays!
Sometimes the motives unconsciously
anchor into our daily lives…
MOTIVATIONS
Association
Immediacy
Relevancy
Convenience
EXAMPLES

The contagiousness of high-arousal emotions
explain why funny videos go viral. Videos
about after effects of the dentist, “David after
Dentist”, a baby biting his brother’s finger
“Charlie bit me” or a unicorn going to Candy
Mountain and getting a kidney stolen
“Charlie the Unicorn” are some of the most
popular videos on YouTube.
Other examples include: Google, “Parisian
Love”. Blendtec "Will it Blend”, Evolution
of Dance., KONY
EMOTIONAL RESONANCE
AKA: Stimulating Emotional Connections
How much an idea, product, image inspires a deep emotional reaction. High-arousal
emotions are most successful, such as awe, anger, nostalgia & amusement. Awe-
inspiring articles increase sharing by 30 percent. Getting people to feel emotional,
results in people talking and sharing. The contagiousness of high-arousal emotions
also helps explain why many funny things go viral
And, at times, sharing is reactionary after
something strikes a chord, or touches our
hearts…
MOTIVATIONS
Association
Stimulating
Emotional Value
Connections
EXAMPLES
Arousal
Inspiration
Human Nature
Nostalgia

Sending an article on ‘Natural Headache
Remedies’ to a friend you know suffers
from migraines.
Sharing a video on how to shuck corn
with your mom before the family summer
BBQ
Sending a deal or promotion to a
colleague to help them save a few bucks
ADDING VALUE
AKA: Bringing Value to Others & Growing Relationships
While sharing motives generally relate to the self, people enjoy helping others too.
Humans crave the opportunity to give advice and offer tips, especially if they offer
practical value. People like sharing things useful to others, especially those closest to
us. The act of sharing valuable information lets the sharee know we care about them,
thus strengthening the social bond and relationship. It's important to always highlight
a products practical value, which should always be presented in a short, simple and
straightforward way.
Sometimes we’re more practical, and
share to add value and grow our
relationships…
MOTIVATIONS
Connecting
Relationship-
Building
Adding Value
Reciprocity
EXAMPLES

Apple’s iconic white headphones exemplify
simple product development impacting
adoption. At the time, companies used black
headphones, making it impossible to
distinguish brands. By making white
headphones, Apple made the private, public.
People now others using Apple products, in
turn, making people more likely to buy the
product themselves.
Movember, Nike Logos, Burberry patterns,
Live Strong yellow wrist bands
OBSERVABILITY & RECOGNITION
AKA: Imitating what we see others do.
Humans are great imitators. People often imitate others around them, and what we see
others doing and using impacts behavior and buying decisions. When ideas are made
more public, they are often more likely to get copied. Using logos, colors, and other
design elements to make a product more public facilitates product adoption and
increases the chance that more people find out about the product or idea.
Often, we tend to gravitate towards that
which is most familiar…
MOTIVATIONS
Familiarity
Conformity
Imitation
Group Consensus
Fitting-in
Human Nature
Belonging
EXAMPLES

Tom’s shoes was founded on the ethos of
donating a pair of shoes to a child in need for
every pair purchased. The brand makes their
philanthropic story the heart of the company,
and they extend that story online and on every
channel.
Subway shares the journey of obese, Jared
Fogle. Jared starts a ‘Subway diet’: a foot-
long veggie sub for lunch & a six-inch turkey
sub for dinner. After three months, Jared goes
from a 60-inch waist to 36-inch.. He lost all
that weight thanks to Subway.
STORY-TELLING
AKA: Over-Arching Narratives
Stories are the currency of conversations. They provide a way to convey information in
narrative form, which is integral , as humans think in terms of stories, rather than
chunks of disparate information. Narratives around a product or brand are inherently
more engrossing than basic facts. Use of stories is particularly appealing for brands, as
it allows advertisers to embed messages in an interesting narrative, capturing attention,
intertwining brand information, and entertaining all at once.
At the end of the day, we all crave
something more…to be a part of
something greater.
MOTIVATIONS
Entertainment
Connection
Reminder of
Childhood
Nostalgic
Naturally want to
know ‘how it ends’
EXAMPLES

TAKING THESE SHARING INSIGTHS AND CREATING ACTIONABLE
IDEAS FOR BRANDS
SOCIAL
CURRENCY
EMOTIONAL
RESONANCE
EVERYDAY
TRIGGERS
• Create inherently interesting, relevant, and remarkable
content that people want to share., and makes people
look clever.
• Create novelty content that aligns with target
demographics beliefs & aspirations.
• Seed content on ‘insider’ sites/blogs where brand
target retrieves information.
• Uncover your target’s passion points.
• Make people feel like insiders.
• Understand the contextual triggers by looking at
customer profiles and environments.
• Link a product or idea with a stimulus by creating
natural, artificial or indirect triggers.
• Take something common, neutral, mundane and
anchor it with a brand or product association.
• Ask: what in the environment is going to remind
consumers of my brand?
• Identify brand environmental associations and anchors.
• Brainstorm ways to tie in brand to common vernacular,
habits, behavior.
• Any product can be remarkable or emotional. Think
about what makes people feel emotion or what makes
something deemed as remarkable.
• Pull on emotional levers. Build this emotional value
into messaging and content creation.
• Uncover the emotional content/ value behind brand by
giving it the “Three Whys” test.
• Identify key cultural, political or economic issues, and
begin incorporating brand messaging and ideas
touching on these high-arousal emotional connections.
• Rather than harping on features or facts, focus on
feelings; the underlying emotions that motivate people
to action.
ACTIONABLE INSIGHTS
Insights

OBSERVABILITY &
RECOGNITION
ADDING VALUE
STORY-TELLING
• Highlighting product’s practical usefulness in short,
simple and straight-forward way.
• Identify environmental associations and anchors.
• Brainstorm ways to tie-in brand to common
vernacular, habits, behavior.
• Create social sharing mechanisms for easy sharing
• Highlight brand's practical value via shareable content.
Extend the practical value into social.
• Create fun (but practical!) social tidbits that users are
likely to share.
• Create content that is useful and stands out.
• Uncover a truth or lesser-known social norm or belief,
and then popularize it.
• Spread content, ideas, products and behavior by
making them as visible and in the public eye as
possible.
• Popularize a concept of saving & responsibility, create
a way for people to proudly signify their saving savvy.
• Create national “don’t buy anything today” holiday
• Transform ideas to more than advertising by making
part of a larger story, narrative.
• Interweave product passion points/tension.
• Understand with which aspect of the brand consumers
really identify and engage; plan and shape
conversation between brand and audience over time.
• Humanize products & services.
• Make brand Integral part of an overarching narrative.
• Show how it’s helped people achieve their dreams,
goal and enhanced their lives. (Humanizes)
• Bring brand's brand’s story to life across every
touchpoint between consumer and brand, in the real
and digital worlds.
Insights
TAKING THESE SHARING INSIGTHS AND CREATING ACTIONABLE
IDEAS FOR BRANDS
ACTIONABLE INSIGHTS

PRINCIPLE AKA DEFINED MOTIVATION EXAMPLE ACTIONABLE INSIGHTS
Social Currency
Defining
Ourselves,
Identity, Self-
Expression
Social Currency’ relates comes to images we portray, and three things tend to matter most:
appearing interesting, accomplished, and/or distinguished. Things making us appear as
such are talked about more, hence increasing the likelihood of spreading. This usually
includes unusual or extraordinary content worthy of notice or attention, and boils acts of
sharing down to creating a (perhaps, aspirational) self-image, reputation, or perception of
one’s self. Shared content helps one live-up to a desired self-image, aiding in the
formation of self-identity along the way.
Self-Expression
Self-Identity
Perception
Reputation
Appearance / Image
Fitting in
Status
Sense of Accomplishment
LinkedIn sends an email informing users
as one of the top viewed profiles. Upon
receiving, people not only felt special,
but majority of people felt compelled to
share this information with others.
Uncover your target’s passion points. Make people
feel like insiders. Create remarkable content that
makes sharers look clever.
Everyday Triggers
Top of mind, tip
of tongue
Both our behavior and conversations are often influenced simply by what is around us.
Triggers relate to cues in the environment reminding us of related products and ideas,
causing us to talk about them more. Triggers can include sight, sound, smell. Ideas that are
top of mind spread. Like parasites, viral ideas attach themselves to top of mind stories,
occurrences or environments. Triggers have a big impact on human behavior. They shape
the choices we make, the things we talk about, and the products we buy. The more
frequent a trigger, the more likely a product is thought of and talked about (and hence
catches on.)
Association
Immediacy
Relevancy
Convenience
French music triggers French wine sales
Mars bar sales spiked when Pathfinder
explored planet Mars.
Kit Kat’s Coffee Break Campaign
Rebecca Black's song 'Friday' is played
most on...Fridays!
Understand the contextual triggers by looking at
customer profiles and environments. Link a
product or idea with a stimulus by creating natural,
artificial or indirect triggers. Take something
common, neutral, mundane and anchor it with a
brand or product association
Emotional
Resonance
Stimulating
Emotional
Connections
How much an idea, product, image inspires a deep emotional reaction. High-arousal
emotions are most successful, such as awe, anger, anxiety, laughter & amusement. Awe-
inspiring articles increase sharing by 30 percent. Awe is defined as “ the sense of wonder
and amazement occurring when someone is inspired by great knowledge, beauty,
sublimity, or might. It’s the experience of confronting something greater than yourself”
(loc. 1419) Getting people to feel emotional, results in people talking and sharing. The
contagiousness of high-arousal emotions also helps explain why many funny things go viral
Stimulation
Emotional Value
Connections
Arousal
Inspiration
Human Nature
Nostalgia
Google, “Parisian Love”
Charlie bit my Finger
‘United Breaks Guitars’ Video
Blendtec "Will it Blend" Series
David after Dentist
Charlie the Unicorn
KONY 2012
Any product can be remarkable or emotional.
Think about what makes people feel emotion or
what makes something deemed as remarkable.
Build this emotional value and remarkable traits of
the product into messaging and content creation.
Adding Value
Bringing Valuable
Content to
Others &
Growing
Relationships
While sharing motives generally relate to the self, people enjoy helping others too.
Humans crave the opportunity to give advice and offer tips, especially if they offer practical
value. People like sharing things useful to others, especially those closest to us. The act of
sharing valuable information lets the sharee know we care about them, thus strengthening
the social bond and relationship. It's important to always highlight a products practical
value, which should always be presented in a short, simple and straightforward way.
Connection
Relationship-Building
Adding Value
Reciprocity
Influence
Entertainment
Sending an article on "Easy ways to save
money" to a friend
Sharing a video on how to chuck corn
with your mom before the summer BBQ
Sending a deal or promotion to a
colleague to help them save a few bucks
Highlighting product and behavior practical
usefulness in short, simple and straight-forward
way.
Observability &
Recognition
Imitating what
we see others do
Humans are great imitators. We often imitate others around us, and what we see others
doing and using impacts our behavior and buying decisions. When ideas are made more
public, they are often more likely to get copied. Using logos, colors, and other design
elements to make a product more public facilitates product adoption and increases the
chance that more people find out about the product or idea.
Familiarity
Conformity
Imitation
Group Consensus
Fitting-in
Human Nature
Movember, Nike Logo, Burberry
patterns, apple’s white headphones, Live
Strong yellow wrist bands
Uncover a truth or lesser-known social norm or
belief, and then popularize it. Spread content,
ideas, products and behavior by making them as
visible and in the public eye as possible
Story-Telling
Over-Arching
Narratives
Stories are the currency of conversations. They provide a way to convey information in
narrative form, which is integral , as humans think in terms of stories, rather than chunks of
disparate information. Narratives around a product or brand are inherently more
engrossing than basic facts. Use of stories is particularly appealing for brands, as it allows
advertisers to embed messages in an interesting narrative, capturing attention, and
entertaining all at once.
Entertaining
Connection
Reminder of Childhood
Nostalgic
Jared, the Subway Guy
Tom's Shoes
Transform ideas to more than advertising by
making part of a larger story, narrative. Interweave
the product passion points/tension. Understand
which aspect of brand consumers really identify
and engage with, then plan and shape
conversation between brand and audience over
time.
SIX PRINCIPLES OF SHARING & ACTIONABLE INSIGHTS Principles
*Inspired by: Jonah Berger’s Contagious: Why Things Catch On

UNDERSTANDING SHARING
Sources Habits Sharing PersonasThe Landscape

46%
of adult internet users
share content
on social networks
The State Of Social Sharing In 2013; mediabistro.com

The social landscape continues to grow and evolve. Social sharing
statistics continue to skyrocket
.
*Source: e-marketer; Nielsen Online Consumer Survey, 2012
Landscape
SHARING TAKES PROCESSING
POWER
…and we connect faster & more frequently than ever.
THERE ARE 1.73 BILLION SOCIAL
NETWORK USERS IN THE
WORLD*
We have dramatically more friends…

WHO IS SHARING CONTENT?
Pretty much everyone.
Source: Nielsen Online Consumer Survey, 2012
WITH WHOM ARE THEY SHARING?
Primarily friends & family
FRIENDS
FAMILY
COWORKERS
PUBLIC
SOCIAL NETWORKS E-MAIL INSTANT MESSAGING MESSAGE BOARDSBLOGS
92% 89% 81% 58%85%
77% 86% 67% 36%61%
24% 26% 18% 20%22%
18% 6% 5% 51%41%
18
to
24
25
to
34
35
to
49
50
+
Online Universe
Content Sharers
Sharing Habits
How are people sharing?
Pretty much every way.
EMAIL (93%)
SOCIAL NETWORK (92%)
BLOGS (82%)
MESSAGE BOARDS (81%)
INSTANT MESSAGES
(80%)
According to Gigya*,
Facebook is the number one
destination for sharing of
content on social networks.
*GIGYA Customer Implementations, Q2 2013
So let’s take a look closer at the people & behaviors of the flourishing
online ecosystems…
HOW ARE THEY SHARING?
Every way possible.

Consumers shares originate primarily from social networks (58%),
followed by blogging platforms with 19.7% of shares
Sharing Sources
Of social networking sites, the major players, Facebook & Pinterest
continue to hold majority of users’ attention (and shares).
* Based on overall AddThis sharing, last 90 days; Accessed Aug 5 2013
It’s important to understand the sources from where content is shared.
No surprise social networks take the lead!
* ‘Tools’ examples include: Bit/ly, Buffer, 2Tag, CardThis, Google Translate, Instapaper, Kindle It, OS X Dashboard, PDF Online, PDF my URL, Pocket, Print,
Social Networks account for 2/3 of all
sharing online!
Top3
SharingCategories
TOP SHARING CATEGORIES TOP SOCIAL NETWORKS FOR SHARING
Category Sharing Trend % Shares Viral Lift Service Name Sharing Trend % Shares Viral Lift
Top3
SocialNetworkingSites
Facebook accounts for more than half of all social
networking sharing!

Source: Nielsen Online Consumer Survey, 2012
Sharing Sources
Also…keep an eye out for
upcoming movers & shakers!* Based on overall AddThis sharing, last 90 days; Accessed Aug 5 2013
While social networking sites hold largest category share, considering other
category players is important for a healthy targeting mix…
TOP BLOGGING PLATFORMS
Service Name % Shares Viral Lift
TOP SOCIAL NEWS SITES SERVICES ON THE RISE….
Service Name % Shares Viral Lift Trending Up:
Top3Blogs
Top3SocialNewsSites

SEGMENTS DEFINED BY:
• Emotional motivations
• Desired presentation of self
• Role of sharing in life
• Value of being first to share
*NYT insights Group: “Why do People Share Online?”
ALTRUISTS
Helpful Reliable
Thoughtful
Connected
E-Mail
CAREERISTS
Valuable
Intelligent
Network
LinkedIn
HIPSTERS
Cutting Edge
Creative
Identity
Young
Popular
Less Likely to E-
mail
BOOMERANG
Reaction
Validation
Empowered
Twitter
Facebook
CONNECTORS
Creative
Relaxed
Thoughtful
Making Plans
E-Mail
Facebook
SELECTIVES
Resourceful
Careful
Thoughtful
Informative
E-Mail
ACCORDING TO A NEW YORK TIMES CONSUMER INSIGHT GROUP STUDY*, THERE ARE SIX PERSONAS OF ONLINE SHARERS:
Taking a closer look at sharing personas helps deepen the understanding about
specific personalities & different sharing motivations…
Personas

*NYT Insights “Shareable Content”
HIPSTERS
Cutting Edge
Creative
Identity
Young
Popular
Social Networks
BOOMERANG
Reaction
Validation
Empowered
Twitter
Facebook
CONNECTORS
Creative
Relaxed
Thoughtful
Making Plans
E-Mail
Facebook
SELECTIVES
Resourceful
Careful
Thoughtful
Informative
E-Mail
Let’s take a look inside the minds of our six sharing personas:
I sent a couple articles
on nutrition &
wellness to a friend
with health issues.
I share business
interests & exchange
ideas on improving
the company’s
offering to customers.
Sharing is actually
part of who I am. I post controversial
things to look engaged &
provocative. If I don’t get
a response, then I know
I’ve missed my mark.
I forward great deals to
my friends so we can
have an excuse to get
together
I only share things with
someone specific if I
think they will enjoy it.
Personas
ALTRUISTS
Helpful
Reliable
Thoughtful
Connected
E-Mail
CAREERISTS
Valuable
Intelligent
Network
LinkedIn

SELF-
FULLFILLMENT
TO GROW &
NOURISH OUR
RELATIONSHIPS
TO BRING
VALUABLE &
ENTERTAINING
CONTENT TO
OTHERS
TO DEFINE
OURSELVES TO
OTHERS
TO GET WORD
OUT ABOUT
CAUSES &
BRANDS
Regardless of the motive, one thing always holds true:
Sharing always ties back to RELATIONSHIPS—
either the one with YOURSELF, or your relationship WITH OTHERS.
1
2 3 4 5

GOING VIRALAwareness
MechanicsShareabilityFoundation Quality Success

23%*
OF SOCIAL MEDIA
MESSAGES
INCLUDE LINKS
TO CONTENT
*27,000,000
CONTENT FUELS OUR
SOCIAL WEB
CONTENT:
Published articles, videos and
photos—not family videos or party
pictures
pieces of content are shared each day
*Nielsen & AOL 2012

OVERVIEW & KEY FINDINGS
• Content fuels our social web; over 27MM pieces of content are shared each day.
• There is no exact formula one can follow to ensure viral success; however, key considerations and planning can
help ensure content includes all the elements of a potential viral success
• Setting-up content for viral success involves three major components & focus areas.
• Targeting: Targeting the correct audience is essential when both creating content, and for successful distribution
• Foundational:
• Targeting the correct audience
• Creating an inherently shareable video
• Creating quality & original content
• Ensuring content includes technical elements of previous viral successes
• Distribution: includes well-planned and strategic distribution & amplification plan
• Ongoing optimization: Continual optimization to keep momentum after initial launch
• Consider these mechanical factors when creating your video: short title length, element of irony, short run time,
element of surprise, musical qualities, element of laughter
• At the end of the day,, content must be original, relevant, entertaining, bring value.—it must be worth !
Overview

While there is no exact formula for viral success, per se, there are two key focus areas for setting a video up
for viral success. The first area focuses on foundational components, such as the video content itself, how
much content appeals to sharing motivation, along with mechanical considerations.
The second area focuses on executing a well-planned amplification & seeding strategy. Both considerations
are extremely important in ensuring content has maximum opportunity in going viral.
Overview
OVERVIEW & KEY FINDINGS

This section provides an overview of both inherent component of content, and
subsequent seeding strategies for successful amplification.
• Setting-up for Success
• Foundational Components of Shareable Content
• Quality & Relevant Content
• Inherently Shareable Content
• Mechanical Considerations
• Seeding for Success
• Picking seeding activity mix
• Audience-specific content placement
• Planning Campaign Strategy Timeline
• Tracking Performance
• Optimization & Engagement
4 BILLION
Hours of YouTube Videos
Watchedmonthly

ASK YOURSELF: IS THE CONTENT…
Consider a
DISTRIBUTION &
SEEDING plan?
Consider five main areas to set content up for sharing success
Implements many of
the top
TECHNICAL
Elements of
successful content?
Considered
QUALITY &
RELEVANT content
or message?
Appealing to
consumer SHARING
MOTIVATIONS?
CREATE INHERENTLY VIRAL
CONTENT
AMPLIFY
CONTENT
FOUNDATIONAL PROMOTIONAL
Foundation
TAKING TARGET AUDIENCE INTO CONSIDERATION?

First and foremost, the content & message
must be worth sharing! Content must
build in an understanding of why people
talk about and share things.
FOUNDATIONAL CONSIDERATION #1
QUALITY & RELEVANCY
Avoid making content feel like an advertisement—people
don't want to share ads! However, they will share really
engaging content, despite it relating to a brand.
Burger King’s “Subservient Chicken” is a great example of
discreetly branded content. They never overtly link to the
company, or ask you to buy anything, yet it results in
millions interacting with the Burger King brand.
“Will it Blend” exemplifies
overtly branded content,
concealed by a highly
appealing practical &
emotional value. People
watch & share these videos
because it is entertaining,
but along the way, they are
learning about the
BlendTec brand.
Quality

First and foremost, the content &
message must be worth sharing! It’s
also important to avoid making content
feel like an advertisement.
POSITIVE &
UPLIFTING
Inspirational
Transparent
Positive
Brand Behind-the-
Scenes / Involving
Public in the Business
INTERACTIVE
Customization
Engaging
Gaming
Participatory
Social
Burger King:
Subservient Chicken
ICA Eco Dance
CONTEXTUAL
Relevant
Speaks to current
and/or aspiring ideals
Starts a conversation
UNIVERSAL
Touches on Human
Emotions
Music & Visuals
Transcend cultural
boundaries
ENTERTAINING
& ORIGINAL
Humorous
Ironic
Original
Shock-Value
Essentially ‘good’
Avoids overt advertising
message
The Fun Theory:
Piano Stairs
TNT’:
A Dramatic
Surprise on a
Quiet Square.
McDonalds:
Our Food Your
Questions
Office Max:
“Elf Yourself
Does Content
contain a QUALITY
& RELEVANT
message?
Quality
QUALITY
&
RELEVANCY
QUALITY & RELEVANCY

Creating inherently shareable content, is the biggest predictor of viral success
EVERYDAY
TRIGGERS
EMOTIONAL
RESONANCE
PUBLIC
OBSERVABILIT
Y
PROVIDING
VALUE
TELL A STORY
SOCIAL
CURRENCY
• Compelling enough
to identify with
• Remarkable, clever,
& interesting
• Feeling of
exclusivity, insider
access
• Celebration
component
• Research & uncover
current & relevant
topics
• Build-in high-arousal
emotions, such as
awe, entertainment,
anxiety, anger
• Focus on feelings to
incite action
• Social-sharing
capabilities
• Consider
contextual triggers
for product
• Link product with
stimulus
• Anchor the
everyday, mundane
with brand
• Highlight brand’s
practical features
• Touch on real, everyday
issues/passions in
target’s life
• Keep value components
simple, not overtly
branded
• Social collaboration &
sharing mechanisms
• Shareable social content
with practical ideas
• Uncover a truth or
lesser-known norm or
belief, then popularize
it
• Spread the non-
conventional, keeping
brand association
• Popularize concept of
saving &
responsibility
• Create social
celebrations &
badging component to
further instill concept
• Create an overarching
narrative around brand
• Allow story to grow
overtime,
incorporating story
arches, essential
components of good
story
• Show how brand has
helped people achieve
their dreams, hopes
and goals
Does content
appeal to
consumer
sharing
motivations?
Shareability
POSSESING HISTORICALLY SHAREABLE QUALITIES

Presence of
Musical
Qualities
60%
Element of
Laughter
30%
Short Run
Time
60%
Short Title
Length
75%
Technical Factors
Elemental Factors
Talent Factors
Element of
Surprise
50%
Element of Irony
90%
Minority
Presence
20%
Youth
Talent
35%
Talent/Expert
ise of Actors
60%
West, Tyler. 2011. “Going Viral: Factors that Lead Videos to Become Internet Phenomena.” The Elon Journal of Undergraduate Research in Communications, Vol. 2, No. 1.
*Based on a study analyzing the 20 top viral
videos published by Time Magazine in 2012
Looking at past viral successes, clear
patterns of mechanical & technical
elements emerge:
Include mechanical
patterns of previously
successful content?
MechanicsFOUNDATIONAL CONSIDERATION #3
MECHANICAL + TECHNICAL FACTORS

West, Tyler. 2011. “Going Viral: Factors that Lead Videos to Become Internet Phenomena.” The Elon Journal of Undergraduate Research in Communications, Vol. 2, No. 1.
Short Run Time (60%)
Short Title Length (75%)
Musical Qualities (60%)
Element of Surprise (50%)
Element of Irony (90%)
Element of Laughter (30%)
Youth Talent (35%)
Talent of Actors (60%)
Minority Presence (20%)
A video’s run-time was considered
‘short’ if it runs three minutes or less.
Any video running over three minutes
was considered ‘long’.
A short title is considered as
consisting of three words or less.
Videos displaying an element contrary
to what’s expected is considered
exhibiting an element of irony.
Any video displaying one or more people
of ethnic minority status.
Any video displaying singing,
background music, making references to
a song, or an actual music video is
considered having musical qualities.
Youth Talent considers videos including
participants that are up to eighteen years
of age.
Talent is estimated by level of practice
needed for performance. For example,
people dancing or singing (seriously) are
considered having pre-rehearsed.
A video is considered having an
element of laughter if someone is seen
or heard laughing during the first 30
seconds of the clip.
A video is considered having an element of
surprise if someone in the clip makes a
visual or audible expression of surprise,
such as screaming, shock, etc.
TALENT FACTORS
Mechanics
Consider these mechanical factors when creating content: short title length, element of irony, short run time,
element of surprise, musical qualities, element of laughter
TECHNICAL
FACTORS
ELEMENTAL
FACTORS
MECHANICAL + TECHNICAL FACTORS

Quality
& Relevancy
TechnicalSharing Distribution
FOUNDATIONAL
To summarize, the
content must be…
quality, entertaining &
provide value!?

LAUNCH & AMPLIFICATIONAwareness
OptimizeAmplifyTarget Plan Distribute

“MARKETING ISN’T
MAGIC.
THERE IS A
SCIENCE
TO IT.”
* 2012 AOL & Nielsen - Dan Zarella, Social Media Scientist, +HubSpot

OVERVIEW & KEY FINDINGS Overview
• Targeting the correct audience is the first & most crucial step in distribution planning
• Distribution includes well-planned and strategic distribution & amplification plan
• Selecting the right mix of paid, earned & owned media is crucial for successful amplification
• Ongoing optimization: Continual optimization to keep momentum after initial launch
• After initial launch, creation of ‘ripples’ are key in continued momentum
• Ripples are created via secondary content, micro content, and bursts of optimization
• Take advantage of real-time opportunities
• Once an idea or content spreads, it follows a lifecycle. Ignore the life cycle and the momentum dies
out. Feed it properly and you can ride it for a long time.
• A few additional areas of considerations for success come back to brand-owned properties, community
management process, and planning of localizations for certain markets.

A well-planned launch & amplification plan are an integral of content success,
and help increase odds of going viral.
• Identifying your Audience
• Understanding the video you’re seeding
• Picking the right seeding mix
• Planning your campaign strategy timeline
A well-planned launch and amplification plan are
integral for viral video success. This starts with
thorough target and channel research prior to outlining
the distribution tactics and seeding plan.
Double Rainbow is a
great example of
potential impact of
getting content in the
right hands…

TARGETS
TargetTargeting the correct audience is first & most crucial step in
distribution planning.
PASSION POINTSINTERESTS
You can spend tons of time & resources on seeding, paid media and outreach, but, if going to the wrong audience—it won’t
go very far! Identify both the target audience, along with target passion points to further contextualize distribution.

Determining Video Type is the Next Step
WATCHABLE
consume once; lacks conversation triggers,
unlikely to share
i.e. good piece of branded content
SHAREABLE
contains conversation trigger; enjoyable &
shareable
i.e. great content/video/ad
VIRAL
Highly entertaining, talk-worthy & very shareable
i.e. remarkable & truly viral piece of content/video
Organic views & shares
Earned (Social & PR)
Advertorial
Paid Views
VIEWS
• SEO (YouTube Search)
• Paid media
• Paid Views & advertorial
• Low organic views & shares
• YouTube Trends
• Paid Views & advertorial
• Moderate organic views & shares
• YouTube Trends & Awards
• Paid Views
• Earned Editorial & Media
• High organic views & shares
SOURCE
OFVIEWS
Plan
Next, in order to build a proper distribution plan, it’s essential to understand the type of content getting
seeded. The level of shareablity determines the perfect mix of seeding activities

Once the targeting and content types are properly researched and understood, the next step focuses on creating a
custom distribution plan. The type of video largely impacts the distribution approach and tactics, and is critical for
optimal maximization
Picking the Right Mix of Distribution Activities Distribute
Earned
Owned
Paid
EARNED PAID OWNED
Social Buzz Targeted Advertorial Company Website
Social Properties:
Facebook, Twitter, Instagram,
Pinterest, Blog, Geo-location
Microsite
Facebook Tab
PR & Editorial
WOM
Employee Advocacy
Influencer Outreach
Social Seeding
Paid Search
Organic Search
Display Ads
Ad Networks
Value Added
Paid Social
Promoted Links
Video Networks
Partnerships
THREE DISTRIBUTION FOCUS AREAS:
Break-down of activities largely depends
on budget, video type, existing resources,
and campaign goals.:
ATM Media, In-Branch
Displays

DEEP-DIVE: PAID MEDIAACTIVITIES
• Sponsored Promotions, trends/hashtags, promoted posts, pins
• Paid discovery
• Placements driving subscription, likes, sharing
• Influencer & Partner Seeding
• Micro-Content, Animated GIFs, B-roll, behind scenes, ‘making of’
• StumbleUpon, Digg, Reddit, Slashdot, Techmeme, Newsvine
• Seed on additional video networks
• Secure, buy, syndicate measure via key networks, partners
• Sharethrough, AlphaBird, Feed Company, TubeMogul, Visible
Measures, Vimeo, DailyMotion, Meta Café
• Focus: Discovery & Search • YouTube, Yahoo, Google, Bing
Paid Social Seeding
Paid Search
Display Ads
Ad & Video Networks
Value Added
Promoted Links
• Promote adjacent to top searches for targeted interests.
• ‘Related Videos’
• Yahoo, Google, Bing
• Related Search Recommendations
• Twitter Mobile Search
• Focus: Organic, no auto-play, non-commercial feel
• Contextual Ad Units & Placements
• In-banner videos w/ opt-in CTAs
• Custom Brand Banners
• Animated GIFs
• Placements in ad space of sites/blogs
• Targeted Editorial
• Native PR Placements (Interest sites, blogs)
• In-site placement within content streams
• In-Game
• Console
• Points to View
Targeted Advertorial
Distribute
PAID MEDIA

• Social Media channel content
• Naturally generated social buzz from social
activities
• Conversation, Likes, blogs, videos, comments,
pictures, tweets, posts, feedback
Social Buzz
PR & Editorial
Employee Advocacy
Influencer Outreach
Organic Search
Partnerships
• Engagement toolkit
• Global Contest
• Branded invitations
• Gamification, points
• Social Chorus Platform
• Online PR approaching bloggers
aiming for editorial coverage
Company Properties
Social Properties
• Brand Ambassadors
• Charities
• Co-branding
• Sponsorships
• Celebrities
• Affiliates
• Response
• Advocacy
• Loyalty
• WOM
Content
• Build Trust
Entertain
• Educate
• Curate
• UGC
• Reviews
• Naturally increases with campaign buzz
• Continued Optimization of key words, tags
• Content
• Facebook
• Twitter
• YouTube
• LinkedIn
• Instagram
• Pinterest
• Google+
• Blog
• Geo-location
• Facebook Tabs
• Mobile Apps
• Company Website
• Intranet
• Portals
• ATM
• In-Branch
DEEP-DIVE: OWNED & EARNED MEDIAACTIVITIES Distribute
EARNED OWNED

Once distribution efforts are decided, it’s time for Planning the Campaign
Strategy & Timeline
Determining timing & strategy of seeding activities is essential, and helps determine the shape of the campaign. Kick-starting with a mix of
online PR, Paid Social, and a kick-start from the viral ad network helps guarantee visibility at launch (the wave). As the campaign progresses,
it’s important to maintain visibility and momentum, through a mixture of activities, & ongoing optimization (the ripples).
Distribute
Daily Views
Campaign Length
Launch / Wave
Launch content with a big push via paid
media, search, organic placements, a viral
ad network and influencer seeding to kick-
off views, traffic & sharing. Earned media
begins to flourish.
(Original Content)
Optimization & Ripples
Optimizing content throughout the campaign
helps stay top of search, maintain visibility and
continue generating & sustaining buzz.
(Alternate & Micro Content)
Long-Tail
Expect a long tail of ongoing views &
engagement, as a result of organic
views/shares, backed by a strong
optimization strategy & strategic ripples.
(Alternate Content &Experiences)
Optimize / Ripples
Launch / Wave

Once an idea or content spreads, it follows a lifecycle. Ignore
the life cycle and the momentum dies out. Feed it properly and
you can ride it for a long time.
For maximum long-term & short-term
visibility, research suggests focusing on
the first three days of a video’s life to
generate substantial viewing and
sharing numbers.
However, keeping momentum up after the
initial spike in activity is crucial for
longevity—and is achieved through
optimization & strategic pushes, resulting in
‘ripples’.
INSIGHT

KEEPING THE MOMENTUM OF SEEDED CONTENT Distribute
MICRO CONTENT IDEAS
• Quotables (highly shareable)
• Social sharing around savings
goals and milestones
• Ownable hashtags
• Infographics
• Outreach Packages
• Influencer Exclusives
• Instagram Content
• Behind-the-scenes, insider
footage
• Caption Contests
• Photo Challenges
• Pinterest Content
• Animated Gifs
RIPPLES:
• Original Content
• Alternate Content
• Alternate Experiences
EXAMPLES:
• Old Spice customizable content
• Nike’s Hyperdunk App
CONNECT VIA:
• Brand
• Content
• Channels
• Audience
The wave (i.e. ‘burst’) of visibility from the initial onset of seeding is maintained through strategic planning of ‘ripples’.
These ripples carry on visibility and sharing momentum, increasing views, shares, optimizing video and providing an edge
in search.

ONGOING LISTENING & AMPLIFICATION Optimize
Social Listening & Performance Monitoring
Channel Amplification
Track Influencers & Engage in Conversations
Listen & Promote Fan Content, Top Content
Set additional Tasks & Benchmarks for Employee Program
Identify & Reward Most Engaged Fans
Measure Engagement, Optimize
Reporting
Market, Demographic & Content-Specific Tags Optimized Real-Time
Organic Tag & Keyword optimization across networks
As with any campaign or effort, real-time engagement, online listening and continual optimization are key to
success and continual growth.
Ongoing Listening
& Optimization
Identify & act-on Real-Time Opportunities….

REAL-TIME OPPORTUNITIES
The Oreo “Blackout Tweet” exemplifies the advantages of real-time marketing opportunities, illustrating the
benefits of ongoing listening, monitoring—and action!
OVERVIEW:
During Super Bowl XLVII (Feb 3, 2013) the lights
famously go out in the middle of the game. The game
completely stops. Oreo identifies this as a real-time
marketing opportunity, quickly creating a fun branded-
piece of content
STATS:
• 1 Tweet
• 525,000,000 Earned Impressions
• 10,000+ retweets
• 18,000 Likes
• 5,000 Shares
• Makes headlines in 100+ countries
• $0 Media Dollars Spent
Stats
in
first
hour!
Optimize

ADDITIONAL CONSIDERATIONS
A few additional areas of considerations come back to the brand/company owned properties, community
management process, and planning of localizations for certain markets.
BRAND PROPERTIES
Take a look at owned brand properties and ensure they are in-
line with best practices prior to distribution. Are there several,
fragmented presences with disparate messaging? Streamline
properties and lay down a framework & action plan for
distribution.
Optimize
CONTENT VARIATIONS
The seeding of one piece of content is always more successful
than seeding of multiple pieces. Having a single source of
viewing helps streamline, views, shares—optimizing search,
consolidating activities and ultimately help content go viral.
LOCALIZATION
If planning on localization for specific markets, a well
thought-out approach is necessary. Can you seed one single
video across markets, and focus localization on the actual
messaging & tags only? Is market training & a toolkit in pace
to assist markets during the process?
COMMUNITY MANAGEMENT
Who is in charge of distributing on brand channels, and are
they aware of the content seeding plan? Train community
managers on the background and objectives of campaign, so
they can engage with consumers, answer questions, and keep
the community informed. Build content into brand editorial
calendars.

SEEDING PLAN: A HIGH-LEVEL OVERVIEW
CAMPAIGN ASSETS
PAID SOCIAL
PAID SOCIAL /
SYNDICATION
PAID & ORGANIC
SEARCH
EARNED MEDIA
ONGOING
ENGAGEMENT &
AMPLIFICATION
Mid-Campaign
YouTube & Extensions
Launch #1
Ongoing Optimization, engagement, Amplification
CAMPAIGN ASSETS
PAID SOCIAL
PAID MEDIA / SYNDICATION
PAID ORGANIC & SEARCH
EARNED MEDIA
WEEK 2WEEK 1 WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8 WEEK 9 WEEK 10 WEEK 11 WEEK 12
Video Extensions
Launch #2
Paid Social Wave 1 Paid Social Wave 2 Paid Social Wave 3
Video Distribution &
Awareness
Video Distribution CTA
Search Promotion
Partner & Influencer
Outreach
Ongoing Engagement &
Amplification
Employee Advocacy
Sample Plan

SAMPLE DISTRIBUTION PLAN
PR OUTREACH
.com
broadcast
INFLUECNERS
BBVA Partners
brand Influencers
CUSTOM
PARTNERSHIPS
TBD
DISTRIBUTION
SUPPORT
i.e. Digg, Reddit
CATEGORY MEDIA
PARTNERS
TBD
NETWORKS (OWNED)
YouTube
NEWTWORKS (PAID)
TBD
SEARCH
Google
SEO
MISSION CONTROL
Performance monitoring & optimization
Influencer outreach & organic seeding
Reporting
Continued Editorial Seeding
WEEK 2WEEK 1 WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8COST VIEWS
Send Links
to Press
Influencers Post Links to Content
Partnership 1: Major Push
Distribution Support (i.e. Digg) Earned Views Earned Views Earned Views Earned Views
Launch Major Push
Earned
Content Seeded on more sites
Mid-Campaign Push
Mid-Campaign
Distribution Support
Partnership 2: Major
Push
Distribution SupportDistribution Support
Earned Views
Earned
Content Seeded on more sites
YouTube Earned Views on YT YouTube Earned Views
Paid Network #1
Paid Network #2 Earned Views
Paid Network #1
Paid Network #2
Paid Network #1
Paid Network #2
Earned Views
SEO: Continued Optimization of Video Tagging
Google Paid Search Results
Report #1 Report #2 Report #3 Report #4 Report #5
Final
Report
SEO: Continued Optimization of Video Tagging
Major Distribution Pushes
Medium Publisher Placements
Organic Growth & Other Content
Sample Plan

CHECKLIST FOR SUCCESS
Amplify OptimizeTargetShareabilityQuality Mechanics
Plan
Distribute
Foundation
Universal
Original
Uplifting
Entertaining
Contextual
Social Currency
Every Trigger
Emotional Resonance
Recognition
Added Value
Part of Larger Story
Element of Irony or Surprise
Short Title Length
Presence of Musical Qualities
Talent Expertise
Short Run Time
Identify Audience
Passion Points
Interest Map
Video Type
Distribution
Earned Media
Paid Media
Owned Properties
Online Listening
Ongoing Monitoring
Real-Time Opportunities
Ongoing Optimization
Performance MonitoringPlan Campaign
Remember there is no exact formula, but using this checklist helps ensure your content is set-up for viral success:

CASE STUDIESAwareness
Case Studies

IT’S NOT
viral
UNLESS IT IS.

The following case studies dive a little deeper into some of the most successful videos in the past few years:
Overview
• Feature Case Study: Dove’s “Real Beauty Sketches”
• Dumb Ways to Die
• Your Man Reminder
• Kony 2012
• Evolution
• Roller Babies
• The Force
• Baby and Me
• Will it Blend [Series]
• Questions & Responses
• The Man your Man Could Smell Like
• Drama Button
• T-Mobile Dance
OVERVIEW + KEY FINDINGS

• A sketch artist draws two images of the same woman, one based on her description of herself, and one based on
a description of another person. Shows that women consistently describe themselves in more negative terms,
and aims to demonstrate they are more beautiful than they perceive.
• The spot was based on the insight that only 4% of women describe themselves as beautiful, so the story is
rooted in a common female experience.
Published: 14 Apr 2013
Brand: Dove
Country: USA
Video Views: 62M to date
http://youtu.be/XpaOjMXyJGk
Case Studies
PRINCIPLES OF SHARING:
• Emotional Relevance
• Common Experience
• Practical Value
• Stories
FEATURE CASE STUDY: REAL BEAUTY SKETCHES

• Dove brought all its digital resources to
bear to promote Real Beauty Sketches,
and the results have been extraordinary.
Less than a month after launch, the
three-minute, web-only video became
the most–viewed online video of all
time* (or the fifth most*, depending on
who is measuring). In its first two weeks,
the video was shared 3.17 million times,
more that any other ad over the same
period, and number three of all time.*
• A global phenomenon, the video was
translated into 25 languages, uploaded to
46 Dove YouTube channels, and seen in
more than 110 different countries. The
video accumulated more than 163
million global views on YouTube and
another 28 million views from China.*
Facebook Post received
229,000 likes & 53,000 shares.
Playlists on country
pages link to videos
on the US channel.
A video posted to Dove’s Weibo account version of
Real Beauty Sketches from a non-brand owned
Youku account and received 20 million views.
*“Dove Real Beauty Sketches Most Viewed Online Ad,” Unilever Press Release, May 20, 2013
“Is Dove’s Real Beauty ‘Sketches’ Really the Most Viral Ad Ever?,” Jack Neff, Ad Age, May 31, 2013
. “How Dove’s ‘Real Beauty Sketches’ Became The Most Viral Video Ad Of All Time,” Laura Stampler, Business Insider, May 22, 2013.
CASE STUDY: REAL BEAUTY SKETCHES

• Real Beauty Sketches was supported with Google
Search, Facebook, and YouTube advertising,
including a single-day home page takeover. The
video was posted across Dove’s social networks and
featured on a custom microsite. A carefully
orchestrated strategy resulted in mainstream media
pickup and 4.6 billion earned media impressions.
• From behind a curtain, a former FBI sketch artist
drew women based on their description and the
description of a stranger. Consistently, the stranger’s
description was both more accurate and more
attractive, proving women’s inability to see their
own beauty. Facing criticism in some circles for
lack of diversity and for using women considered
traditionally beautiful, Dove fostered these
conversations on its social outlets, facilitating the
free exchange of views.
CASE STUDY: REAL BEAUTY SKETCHES
YouTube in-stream,
masthead, and
search ads drove
video views.
Paid ads on
Google drove
users to the Real
Beauty Sketches
microsite.
*abc

• Clever public service message featuring a humorous and memorable song.
• Features characters killed in bizarre ways to push the idea that deaths due to silly activity on or around
trains are the most pointless
http://youtu.be/IJNR2EpS0jw
Case Studies
CASE STUDY: DUMB WAYS TO DIE
Brand: Metro Trains
Country: Australia
www.dumbwaystodie.com
• Practical Value

• Attractive, shirtless men remind women to check their breasts regularly in this tongue-in-cheek video.
Includes a three step process to help women make their self-examination: “TLC”, touch, look, check
• Encourages women to download mobile app to receive a monthly reminder from ‘their favorite man’
http://youtu.be/VsyE2rCW71o
Case Studies
CASE STUDY: YOUR MAN REMINDER
Brand: Rethink Breast Cancer
Country: Canada
Video Views: 6.5M to date
www.rethinkbreastcancer.com
• Practical Value
• Everyday Trigger

• Promotes the charity's "Stop Kony" movement to Joseph Kony globally known in order to have him
arrested by the end of 2012.
• Defying one of key technical conventions of viral videos, this nearly 30-minute video became one of
the most viral videos of all time, proving that sometimes a great story is all you need
http://youtu.be/Y4MnpzG5Sqc
Case Studies
CASE STUDY: KONY 2012
Published: 5 Mar 2012
Brand: Invisible Children
Country: USA
• Social Currency
• Stories

• Part of Dove’s Campaign for Real Beauty, this video show the complete transformation of a female
model using digital manipulation techniques
• Helps demonstrate the amount and types of photo retouching an image may have undergone before it
appears in a magazine, ad or billboard
Case Studies
CASE STUDY: DOVE EVOLUTION
Published: 1 Oct 2006
Brand: Dove
Country: Canada
• Common Experience
• Practical Value
http://www.youtube.com/watch?v=iYhCn0jf46U

• Computer-generated daredevil 'roller-babies' leap over park fences, railings (and each other) in a city park
• Uses adorable babies and awesome roller-skating stunts to create a truly unique visual experience
http://youtu.be/XQcVllWpwGs
Case Studies
CASE STUDY: ROLLER BABIES
Brand: Evian
Country: North America / Int’l
• Social Currency

• A little boy dressed as Darth Vader tries to use ‘the Force’ on various objects around his home. After
he is unsuccessful in a few attempts, he is startled to discover he can start the car, though his father
actually did it using a remote control
• Taps into well known Star Wars mythology and the childhood belief in magic. Released online a week
before its TV debut, the video received 8 million views before it aired at the 2011 Super Bowl
http://youtu.be/R55e-uHQna0
Case Studies
CASE STUDY: THE FORCE
Published: 11 Feb 2011
Brand: Volkswagen
Country: North America
• Social Currency
• Stories

• Next iteration of the Live Young campaign show adults reflected as babies and taking part in a dance-
off against the pint-size versions of themselves
• Continues to leverage adorable babies, some cleverly dressed to mimic the adult cast, and humorous
dancing sequences
http://youtu.be/pfxB5ut-KTs
Case Studies
CASE STUDY: BABY AND ME
Brand: Evian
Country: International
• Social Currency

• A series of infomercials demonstrating the Blendtec line of blenders, featuring the Blendtec founder’s
attempts to blend various unusual items in order to show off the power of his blender
• Some popular episodes include the blending of various models of iPhone and an iPad
http://www.youtube.com/user/Blendtec
Case Studies
CASE STUDY: WILL IT BLEND? (SERIES)
Published: 2006
Brand: Blendtec
Country: USA
Video Views: 235M (cumulative)
• Social Currency

• 185 real-time video responses sent from Old Spice Man (Isaiah Mustafa) to various Twitter users,
providing personalized, humorous answers to user questions or tweets
• Complements the Smell Like a Man, Man campaign (see also ‘The Man Your Man Could Smell Like”)
• Most popular videos in this series include responses to Perez Hilton and Gillette (brand)
http://www.youtube.com/playlist?list=PL484F058C3EAF7FA6
Case Studies
CASE STUDY: QUESTIONS & RESPONSES
Published: 2010
Brand: Old Spice
Video Views: 78M (cumulative)
• Social Currency

• Aimed at the female audience despite the product’s male target consumer, video features the Old Spice
Man promoting the benefits of using Old Spice (“anything is possible when your man smells like a
man and not a lady”)
• Features a witty monologue and progresses through a series of unexpected events, including a change
of location from a bathroom shower, to a boat, to a horse on the beach
• First in a series of spots, each featuring the Old Spice Man and speaking to the female audience
http://youtu.be/owGykVbfgUE
Case Studies
CASE STUDY: THE MAN YOUR MAN COULD SMELL LIKE
Published: Feb 2010
Brand: Old Spice
Video Views: 47M
• Social Currency
• Practical Information

• A red button is placed in a quiet square in Belgium, with a flashy sign above saying “Push to add
drama.” When the button is pushed, an dramatic scene unfolds around the individual, including a car
chase, explosion and gun fight
• Intended to help promote subscriptions to the TNT channel, tagline “We know drama”
• First in a series. Additional videos haven’t performed as well as this initial one
http://youtu.be/316AzLYfAzw
Case Studies
CASE STUDY: DRAMA BUTTON
Brand: TNT Belenux
Country: Europe
Video Views: 48M

• Flash mob at London’s Liverpool Station, featuring 350 dancers performing a set of dance routines as
commuters passed through the concourse
• Produced using hidden cameras within the station, the video captures the spontaneous reactions of
commuters as they watched the dance troupe
http://youtu.be/VQ3d3KigPQM
Case Studies
CASE STUDY: T-MOBILE DANCE
Published: 16 Jan 2009
Brand: T-Mobile
Country: United Kingdom
Video Views: 38M
• Social Currency

APPENDIX
References Reading Viral Video Library

APPENDIX: SOURCES & REFERENCES
Jonah Berger, Contagious: Why Things Catch On (Simon & Schuster, 2013)
Leslie Stevenson and David L. Haberman, Ten Theories of Human Nature (Oxford Press, USA, 2008)
David Brooks, The Social Animal: The Hidden Sources of Love, Character, and Achievement (Random House, 2011)
Angeline G. Close, Online Consumer Behavior: Theory and research in social media, advertising and e-tail (Taylor and Francis Group, 2012)
Dan Ariely, Predictably Irrational: The Hidden Forces that Shape our Decisions (Harper Collins, 2009)
Ulas Basar Gezgin, Psychology of You 2.0: Psychology of Social Media (LAP Lambert Academic Publishing, 2012)
Janet Shibley Hyde, Half the Human Experience: The Psychology of Women (Houghton Mifflin Company, 2007)
T.W. Waann, Behaviorism and Phenomenology: Contrasting Bases for Modern Psychology (The University of Chicago Press, 1964)
Fritz Heider, The Psychology of Interpersonal Relations (Lawrence Erlbaum Associates Publlishers, 1958)
Charles R. Berger and Michael Burgoon, Communication and Social Influence Processes (Michigan State University Press, 1995)
Lynda L. Warwick PHD and Leslet Bolton, The Everything Psychology Book (F+W Publications, 2004)
Stephen W. Littlejohn and Karen A. Floss, Theories of Human Communication, Tenth Edition (Waveland Press, 2011)
Adam L. Penenberg, Viral Loop: from Facebook to Twitter, How Today’s Smartest Businesses Grow Themselves (Hyperion New York, 2009)
Dan Ariely, The Upside or Irrationality: The Unexpected Benefits of Defying Logic (Harper Collins, 2011)
Barry Schwartz, The Paradox of Choice: How the Culture of Abundance Robs us of Satisfaction (Harper Perennial, 2005)
Sigmund Freud, Civilization and its Discontents (W. w> Norton & Company, 1989)

APPENDIX: FURTHER READING
http://www.business-and-management.org/download.php?file=2008/3_1--33-45-Woerndl,Papagiannidis,Bourlakis,Li.pdf
http://sethgodin.typepad.com/seths_blog/files/2000Ideavirus.pdf
http://www.marketingpower.com/aboutama/documents/jm_forthcoming/seeding_strategies_for_viral.pdf
http://www.aaltomediamark.org/wp-content/uploads/2012/02/Rodic-N.-2012-Best-Practices-in-Viral-Marketing.pdf
http://cs.stanford.edu/people/jure/pubs/viral-tweb.pdf
http://www.forbes.com/sites/danschawbel/2013/04/25/jonah-berger-how-to-make-your-marketing-campaigns-go-viral/

TITLE ORIGIN YEAR SINGLE OR SERIES TYPE LINK
(Note: Link may may not reflect official or original.content)
Rebecca Black - Friday YouTube 2011 Single Organic http://youtu.be/kfVsfOSbJY0
Double Rainbow YouTube 2010 Single Organic http://youtu.be/OQSNhk5ICTI
Charlie bit my finger -- again! YouTube 2007 Series Organic http://youtu.be/_OBlgSz8sSM
The Man Your Man Could Smell Like OldSpice 2010 Series Intentional http://youtu.be/owGykVbfgUE
Internet Responses OldSpice 2010 Series Intentional http://www.youtube.com/playlist?list=PL484F058C3EAF7FA6
The Force Volkswagen Single Intentional http://youtu.be/R55e-uHQna0
The Landlord Funny or die 2009 Series Intentional http://FunnyOrDie.com/m/22
Will it Blend? Blendtec 2006 Series Intentional https://www.youtube.com/user/Blendtec
Baby & Me Evian 2012 Series Intentional http://youtu.be/pfxB5ut-KTs
Roller Babies Evian 2009 Series Intentional http://youtu.be/XQcVllWpwGs
Real Beauty Sketches Dove 2013 Single Intentional http://youtu.be/XpaOjMXyJGk
Evolution Dove Single Intentional http://youtu.be/iYhCn0jf46U
Kony 2012 Invisible Children 2012 Single Intentional http://youtu.be/Y4MnpzG5Sqc
Your Man Reminder Rethink Breast Cancer 2011 Single Intentional http://youtu.be/VsyE2rCW71o
Dumb Ways to Die YouTube 2012 Single Intentional http://youtu.be/IJNR2EpS0jw
T-Mobile Dance YouTube 2009 Single Intentional http://youtu.be/VQ3d3KigPQM
Drama Button YouTube Series Intentional http://youtu.be/316AzLYfAzw
Nyan Cat LOL-Comics 2011 Single Organic http://youtu.be/QH2-TGUlwu4
Dramatic Chipmunk YouTube 2007 Single Organic http://youtu.be/a1Y73sPHKxw
Recut Movie Trailers/Movie Trailer Remix Unknown 2005 Series Organic http://youtu.be/2T5_0AGdFic
Keenan Cahill YouTube 2009 Series Organic http://youtu.be/lm_n3hg-Gbg
Susan Boyle Britain's Got Talent 2009 Single Organic http://youtu.be/4BvBkTmDWBA
VIRAL CONTENT LIBRARY (VIDEOS & VIDEO SERIES)

TITLE ORIGIN YEAR SINGLE OR SERIES TYPE LINK
Talking Twin Babies YouTube 2011 Series Organic http://youtu.be/_JmA2ClUvUY
Keyboard Cat YouTube 2009 Series Organic http://youtu.be/J---aiyznGQ
Leave Britney Alone YouTube 2007 Single Organic http://youtu.be/kHmvkRoEowc
Chocolate Rain YouTube 2007 Single Organic http://youtu.be/EwTZ2xpQwpA
Dancing Baby Viewpoint 1996 Single Organic http://www.youtube.com/watch?v=-5x5OXfe9KY
Saturday Night Live - D**k in a Box YouTube 2006 Single Intentional http://youtu.be/WhwbxEfy7fg
Surprised Kitty YouTube 2009 Single Organic http://youtu.be/0Bmhjf0rKe8
Literal Music Videos Dustin McLean, Dustfilms 2008 Single Organic http://youtu.be/8HE9OQ4FnkQ
Star Wars Kid Unknown 2002 Single Organic http://youtu.be/HPPj6viIBmU
Sneezing Baby Panda Unknown Unknown Single Organic http://youtu.be/FzRH3iTQPrk
Numa Numa Newgrounds 2004 Series Organic http://youtu.be/KmtzQCSh6xk
Afro Ninja YouTube 2006 Single Organic http://youtu.be/BEtIoGQxqQs
Evolution of Dance YouTube 2006 Series Organic http://youtu.be/dMH0bHeiRNg
David After Dentist YouTube 2009 Single Organic http://youtu.be/txqiwrbYGrs
Don't Tase Me, Bro Unknown 2007 Single Organic http://youtu.be/6bVa6jn4rpE
JK Wedding Entrance Dance YouTube 2009 Single Organic http://youtu.be/4-94JhLEiN0
United Breaks Guitars YouTube 2009 Single Organic http://youtu.be/5YGc4zOqozo
Miss Teen USA South Carolina YouTube 2007 Single Organic http://youtu.be/lj3iNxZ8Dww
Diet Coke and Mentos 9news/Eepybird.com 2002 Single Organic http://youtu.be/hKoB0MHVBvM
VIRAL CONTENT LIBRARY (VIDEOS & VIDEO SERIES)

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