Webinar: What We Learned When Our Tweet Went Viral
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What happens when a Tweet goes viral? We set about with the audacious goal for this webinar to unravel the great social media mystery of virality: Figuring out the formula for Twitter’s most successful Tweets. Better yet, we’ll share the formula for WWF-UK's most successful Tweet so that marketers can repeat the process everywhere.
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Webinar: What We Learned When Our Tweet Went Viral
- 1. What We Learned When Our Tweet Went Viral #FalconEd
- 2. Your Presenters. Dino Kuckovic Community Mkt. Lead Falcon.io Nicola Gee Sr. Social Media Manager WWF-UK ngee@wwf.org.uk dino@falcon.io #FalconEd
- 3. How we got here. Looking for Spark speakers?Yes indeed!Damn you carbon budget!WiFi to the rescue!
- 4. Why Tweets go viral Psychological ingredients of viral Tweets Today’s Agenda. WWF Success Story What we did Why it worked Lessons we learnt Q&A
- 5. (Housekeeping) Rules Help Control the Fun! - Monica Geller Audio Everyone is muted for best audio quality. Recording & Slides Available on-demand and sent to you in tomorrow’s FUP e-mail. Questions Q&A in real time and live at the end of the webinar. Chat Communicate with others for the duration of the webinar. Social Find us on all socials @FalconIO and use #FalconEd to participate. Survey We would love to get your feedback upon exiting the webinar.
- 6. WHY THINGS GO VIRAL ON TWITTER
- 7. Why is Twitter such a breeding ground for viral content?
- 8. people are communicating more than ever
- 9. Recurring themes continue to appear in many Tweets. They are strong initial traction.great content.catered for retweets.posts targeted for everyone.
- 10. Great content incites emotion.
- 11. Strong initial traction. Stage 1: Tweet in front of a small sample of followers. Stage 2: If Tweet performs well in this sample, it gets put higher on the feed for the rest of your followers. Stage 3: If the Tweet performs well with all followers, it will appear in their follower’s feeds. Stage 4: If the success continues, it spreads further and further.
- 14. Let it blossom.
- 16. 1. Use self-explanatory images so the message is easily understood Try asking these three questions: 1. Would this image make sense with no caption at all? 2. Does this image contain relevant or insightful content? 3. Would I share this content myself on Twitter? Explanatory Abstract
- 17. People share to entertain friends and family People share to express personal feelings or beliefs 2. Choose a relatable and insightful topic that your audience will naturally share
- 18. 3. Piggyback on trending and newsworthy topics (that are already on people’s minds)
- 19. 4. Add a wow factor to stimulate the brain: Download handbook. Read article.
- 20. 5. Pay attention to timing Peak times and days for maximum engagement on posts exist across all major networks. Read article. 6. Always strive to add value Your Tweets need to be useful, informative and generally add value in the eyes of your followers.
- 21. Cast your vote on-screen.
- 22. REACTIVE MARKETING WITH PURPOSE: HOW ONE TWEET LEAD TO WORLDWIDE IMPACT
- 23. 13-Dec-1923
- 25. • 213K retweets • 27.5 million Twitter timelines ENGAGEMENT • 100,000+ petition signatures • £1.2million raised IMPACT
- 26. GLOBAL REACH
- 27. 13-Dec-1927 • What we did • Why it worked • Lessons we learnt AGENDA
- 28. 13-Dec-1928 • Species and habitat • Climate change • Sustainable food WHY WWF?
- 29. 13-Dec-1929 6 HOURS • News articles • Influencer contact • Thousands of messages
- 30. 13-Dec-1930 16 HOURS • Project group • Supporter actions • Q&A prepared • Media requests
- 31. 13-Dec-1931 24 HOURS • Website updates • Supporter email • Supporter replies • Digital advertising • Reporting dashboard
- 32. 13-Dec-1932 1 WEEK • Partnerships support • Press advertisements • Direct mail cash appeal • WWF network appeals
- 33. 1 WEEK
- 35. AND BEYOND • 54% of donations from people new to WWF • 81% of petition signatures from people new to WWF • 60k new social media followers • New influencer support • Uplift on brand tracker
- 36. AND BEYOND
- 37. 13-Dec-1937 • Sign off • Stand ups • Slack – no emails! • Sense of team WHY IT WORKED
- 38. 13-Dec-1938 • Audience first • Informed risk • Digital culture LESSONS LEARNT
- 41. January 23 (ENG) & January 28 (GER) 2020 Social Media Trends #FalconEd