Viral marketing strategies for non-profits can utilize two types of content distribution: one-to-many viral spreads or many-to-many meme spreads. The techniques discussed focus on identifying the right topic, talent, timing, and tension to create engaging content. Group exercises are suggested to brainstorm topics people are currently interested in and develop techniques using memes or unique presentation styles to resolve tensions and create easily shareable content ideas. Proper production, distribution through relevant hashtags or syndication partners, and encouraging self-distribution are keys to success.

1. Viral Marketing Strategy
for
Non-profits

3. Two Types of Outbreaks: One-to-Many (Viral), Many-2-Many (Meme)

4. Evergreen Content
It’s not viral.
But it has a lot
of effing views.

5. Technique
Topic
Talent
Timing Tension

8. Topic
Who isyour audience?
What are they talking about?
Mash-ups Parodies Pos Note
. . t-It
Videos All in One Take… Is
.
your technique unique?
Technique

9. Talent
Who isin your video?
Istheir audience the same as
yours?
What ishappening in the world?
What can you add to that event?
What isthe right time to add it?
Timing

10. Tension
What isthe s ource of your
disbelief, surpris polarization?
e,
Celebritiesgetting mad or s urpris ed…
Isit real or fake…Fat guy in a little coat…
Sus Boyle…
an Kanye Wes You love it, I hate it…
t…
All in one take… Impos ible circums
s tances…

11. The Law of Distributed Influence
Imagine all the people,
singing in Trafalgar Square
Did you s the frozen
ee
people in Grand Central?

12. Case
Studies

13. Movember

18. Group Exercise
1. Pick a particular audience, it can even be “anyone
with an internet connection”.
2. Which of the Ts are they talking about, searching
for, watching and sharing right now?
Topics, Talent, Timing
3. How can you apply a unique technique?
Safe for work memes
4. How can you create or resolve tension?
5. Give the idea a catchy description thatʼeasy to
s
remember and search for.

19. produce
distribute
share

20. produce :: a great hook
“Have you seen the __________________?”
“Did you know that___________________?”
“How can I find out___________________?”

21. distribute :: s keywords
eo,

22. distribute :: syndication

23. share :: do it yourself

24. share :: help them help you

25. Review
1. Observe what people are talking about, searching
for, watching and sharing
2. Apply the Five Tʼand Law of Distributed
s
Influence to develop an idea with viral potential
3. Follow best practices to produce, distribute and
share your content
4. Inspire others to produce, distribute and share
their own related content
5. Repeat ad infinitum