This Social Media Marketing & Going Viral presentation was given in August 2011 at the SES San Francisco conference. The deck highlights the points about the fallacies of "going viral" and how companies should really focus on becoming a valuable asset and fulfilling the needs of their clients to create a loyal & engaged consumer base.

1. Like Me!  Liana “Li” Evans LiBeck Integrated Marketing @storyspinner

2. Everyone Wants to “Go Viral”

3. You Can’t Plan Viral Very Accidental Most things that go viral are never planned that way Timing is Everything What worked today won’t work tomorrow Most Don’t Sell Anything There’s never an expectation of purchase

4. You Don’t Have to Be Sexy to Be Valuable Remember Viral is Short Lived Usually a short burst & hard to create When Your Valuable, You’re ‘Sticky’ People will always want more They’ll recommend you to their friends Think Differently Don’t be a copy cat, be valuable in your own way

5. Big Tony the Plumber Isn’t Sexy….

6. What’s Your Goal?

7. Make it Easy to Share… … Or Someone Else Will

8. Find Their Passion Hitting an Emotion Causes Passionate Actions Useful / Solving a Problem Outrage Happiness Sadness Humor Compassion

9. Focus on Quality What would you rather have 30k+ fans who just follow you or: 1k fans who over 50% read your content 100 views that lead to 10+ purchases? 400 loyal fans who recommend you to 5 of their friends once a week

10. How Can You Realistically Have a Conversation?

11. When You Focus on What They Want

12. Understand Your Audience Where Are They? This is where you can seed your content What Are They Doing? Reading, Creating, Conversing What is Their Need? Time Saving, Gathering Info, Comfort

14. Give Up Control It’s Social Media – You Really Don’t “Own” Anything Anymore Your audience wants to feel connected to you Your audience wants to feel like they help make your success You cannot control what your audience thinks, says or how they react

15. Get Your Audience Involved Getting Them Involved Brings Them Back – It Makes You ‘Sticky’ Apps, Games Quizzes Polls Questions Interactive Videos, Apps, Flash

16. Be Realistic Don’t Create Pieces with the Intent of Going Viral, But Be Prepared What’s Success for Your Content? Page Views, Time on Site, Conversions What Do You Measure? Traffic, Buzz, Shares, Links It Rarely Happens Overnight Find Your Influencers & Seed it To Them 1st

17. Don’t Forget to Integrate Optimize Your Content So it can be found anywhere Synch Your Messages So your audience isn’t confused Don’t Ignore Other Channels They can help propagate your tactics Attribution Remember to count Social in the Mix

18. Summary Viral isn’t Cookie Cutter Find Your Audience’s Passion Create Content for THEM! Make That Content EASY to Share Give Up Control Stop Counting! Remember It’s About Them

19. Free Resources eBooks: Social Media Myths 3 Keys to Content Creation & Success in Social Media What is Foursquare: A Business Guide to Location Based Marketing Free Chapter of Social Media Marketing: Engaging Strategies for Facebook, Twitter & Other Social Media

20. Contact Liana “Li” Evans www.LiBeckIMLLC.com @storyspiner Facebook.com/lianaevans li.evans@libeckimllc.com Can Buy the Book at Booth 720 (and get a free eBook copy too)