How do we make content go viral and more importantly how do we create viral content that is framed in a brand voice that drives business objectives?

1. Viral social
communication
HOW DO WE MAKE CONTENT GO VIRAL AND MORE
IMPORTANTLY HOW DO WE CREATE VIRAL CONTENT
THAT IS FRAMED IN A BRAND VOICE THAT DRIVES
BUSINESS OBJECTIVES?

2. Who is your audience
BOARD AT WORK CROWD
PEOPLE WHO WILL CONSUME CASUAL BITE SIZED CONTENT USUALLY IN THE MIDDLE
OF THE DAY, WATCHING TV, OR WHILE DOING OTHER THINGS. IT WILL ALSO BE
CONSUMED IN 1 MINUTE OR LESS

3. Who do you target?
APPEAL TO THE RADICLES THE MAVENS, THE RADICLES, PEOPLE WHO ARE MOTIVATED
TO SHARE CONTENT

4. Who is you audience?

5. Content
EASY TO SHARE
EASY TO UNDERSTAND
A PROJECTION OF PERSONAL IDENTITY - SOCIAL IMPERATIVE

6. People need to fully express their
personality

7. Social credibility is at stake when you
share
WE USE SOCIAL MEDIA TO PROJECT OUR VERSION OF SOCIAL REALITY AND MAINTAIN
A VIRTUAL IDENTITY.

8. we project our identity and emotion
(and thus, our emotions) into the Internet on a daily basis, we also consume social media content based on
emotion as well.

9. These shared emotional connections will
lead to organic growth

10. Leverage obsessive compulsive nature

11. Cuteness sells

12. People respond to nostalgia

13. Have a social conscious

14. Maintain the brand voice

15. Shotgun approach to content
YOU NEVER KNOW WHAT IS GOING TO WORK YOUR MUST TRY MANY DIFFERENT
THINGS AND LEARN OVER TIME WHAT PEOPLE ARE RESPONDING TO. THIS IS
PARTICULARLY TRUE WHEN LOOKING FOR A BRAND VOICE.

16. Promote Promote Promote
SPEND JUST AN MANY RESOURCES PROMOTING CONTENT
AS YOU DO CREATING IT.
BUSINESS IN THE FRONT PARTY IN THE BACK
WE CAN NOW CREATE A CONTINUOUS FEEDBACK LOOP
USING ACTIONABLE ANALYTICS FOR AGGREGATING DATA
FROM DISPARATE SOURCES, RUNNING ADVANCES
SEGMENTATION, TARGETING AND RETARGETING
CUSTOMERS ACROSS MULTIPLE CHANNELS THAT WILL
ULTIMATELY GROW THE DB.

17. Seed the audience with paid media
VIRAL HAS TO START WITH A SEED AUDIENCE UNTIL IT FINDS AN AUDIENCE

18. Incentives return engagement

19. Incentives sharing

20. Leverage your base
Customer Data
Targeted Communication
CREATE A CONTINUOUS FEEDBACK LOOP
promotions

21. Best practices for campaign sites
• LEAD THEM DOWN A PATH. (KEEP IT SIMPLE)
• LET THEM DO THE COOL STUFF FIRST
• DO WHAT PEOPLE HAVE BEEN CONDITIONED TO EXPECT
• DON’T LET TECHNOLOGY OR BUSINESS LOGIC DICTATE THE USER EXPERIENCE
• SOCIAL INTEGRATION SHOULD BE SEAMLESS AND TRANSPARENT
• SIMPLICITY: HAVING THE COURAGE TO LIMIT CHOICES
• THE PRIMARY GOAL IS ENGAGEMENT
• INCENTIVIZED SHARING
• LEVERAGE USER GENERATED CONTENT