Wildscreen - Viral vs. Word of Mouth
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Presentation by Simon Davies, Molly Flatt and James Allan at Wildscreen 2010. Explaining the basic principles of making film content successful online.
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Wildscreen - Viral vs. Word of Mouth
- 1. Going Viral? Wildscreen Thursday 14 th October
- 2. Viral Word of Mouth VS
- 3. “ Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done there is surprise it’s not better.” Avinash Kaushik - Analytics Evangelist, Google
- 4. - what people are doing now - how they feel - how business is thinking Social in a nutshell Increases the reach of personal experiences and opinions Allows brands to engage in a dialogue with consumers Enables the measurement and analysis of conversations and campaign impact People having conversations online Connects people with similar interests Makes it easier for people to join a “movement”
- 5. Tools of the trade
- 7. And more…
- 8. Social is big 1,300,000 tph … and getting bigger 27,000,000 Number of Britons expected to be a member of a social network by 2012 3.5bn More than Pieces of content (web links, news stories, blog posts, etc.) shared each week on Facebook
- 9. It’s for everyone 37 yrs old The average social network user is Of social network users are aged 25+ 75% Average ratio of male/female on social networking sites 47/53 50% Almost Of Facebook users earn more than £30k
- 10. How do you cut through the noise and be HEARD?
- 11. Shout loudest? Light a fuse (and hope) ? Or follow your instincts…?
- 12. @scottgould
- 13. @scottgould
- 14. Authenticity
- 15. Disruption
- 16. Gaming
- 18. 12 steps to social success Image by kyknoord
- 19. 1. Trust
- 20. 2. Listen
- 21. 3. Establish
- 22. 4. Connect
- 23. 5. Engage
- 24. 6. Share
- 25. 7. Reach
- 26. 8. Involve
- 27. 9. Direct
- 28. 10. Analyse
- 29. 11. Persevere
- 30. 12. Good luck! “ Luck is what happens when preparation meets opportunity.” Seneca the Younger - Roman Philosopher
- 31. Us: Molly Flatt 1000heads James Allan Mission PR Simon Davies EQtwo
Editor's Notes
- Presented by Simon Davies (Head of Digital Marketing, Eqtwo - media neutral communications integrating social across the marketing mix), Molly Flatt (WOM Evangelist, 1000heads - largest dedicated word of mouth agency in the world) and James Allan (Head of Digital, Mission PR - PR agency incorporating social media into the traditional PR setting)
- We’re not going to talk about “viral”; we’re going to talk about “word of mouth”. Word of Mouth kicks viral’s ass. Viral suggests there is an easy route to mass awareness. It implies you only have to produce the right sort of “viral” content to reach millions of people overnight. Produce. Sit back. Profit? The reality is less convenient. Word of Mouth uses social media to tap into natural human behaviour and existing networks.
- So what is social media? My favourite quote. It’s no surprise people get confused. Some agencies set out to confuse. It’s no surprise expectations are high. The idea of overnight viral success is still strong. We’re going to be straightforward. We’re going to speak the truth. First, we’ll provide some background about social media. We’ll tell you what makes people want to share content or a message. Then, we’ll offer a point by point guide to using social media.
- Very simple. Social means brands and organisations can interact with consumer word of mouth in a way which was not possible before.
- We don’t want to focus on the tools of social so much. You’re probably aware of these.
- Maybe you’ll recognise some more of these?
- There’s no way we could offer a comprehensive guide to all social media sites out there. There are hundreds of thousands of social media sites providing all sorts of capabilities and geared towards all sorts of audiences – broad to niche. Why is social media so important? Let’s look at the scale of social media…
- TPH = Tweets per hour. These are huge numbers. It’s an important part of everyday life for millions of people. And (3.5bn pieces of content a week!?) it’s noisy.
- Who are these people? They are not spotty nerds. They are people with lives and relationships and passions (and money), being swamped by information.
- It’s not a case of millions of bored people sat behind a computer screen desperate to see the latest “viral” video. You need to stand out from the crowd.
- How? Do you try and shout the loudest? Produce a lot of content; jump into a lot of different venues; try and make as much noise as possible? That might just scare people away. Light a fuse, launch a rocket and hope it hits home? That never works out too great for the Coyote; and it doesn’t work that well in real-life either. Or do you use humanity’s social instincts to build networks, establish relationships and take the word of mouth approach?
- What is the word of mouth approach? This is what you think it is. This is broadcasting. This isn’t natural. This isn’t involving. This isn’t engaging.
- This is word of mouth. This is people passing on your message to other people. This isn’t passively receiving an advertising message. This is active involvement from a community of people who care about what you have to say; so much so, they want to carry that message on to their friends. What causes content to spread via word of mouth in this way?
- Be authentic
- Disrupt
- Be fun and engaging
- But getting the right sort of content is just the start. The real hard work is getting it noticed by the right people in the right way. We wanted to make this talk about more than just theory and figures. So these are our 12 steps, based on our own experiences, that help you on the path towards social success.
- ETHICAL - Be totally transparent and ethical. At the first sign of astroturfing, contacting forum members without permission, or posting links, you’ll most likely be blocked. Case study: Sony, All I Want for Xmas is a PSP. Pretending to be an advocate. Huge embarrassment - but, perhaps more importantly, a colossal waste of time and money.
- LISTEN – Before joining the conversation, spend time reading some social sites. Get the feel for the social rules, language and vibe of the tribe. Case study: Habitat using Twitter hashtags inappropriately. If they had taken even a short amount of time to really understand how the community works, they would’ve known a) this would be noticed, and b) this would blow up in their faces.
- BUILD - Establish a presence and a platform online – make the story behind it come to life.
- Very simple. So simple it’s often overlooked. Promote your channels! Connect with everyone else in this room - connect with everyone involved in nature film. Promote this channel with everyone you meet, every way you can.
- Start getting used to promoting your every action, every thought to your community. You won't keep their attention with infrequent purely promotional updates, you want to take them with you. Be social! That's the point. Interact with others, answer questions, ask questions, invite feedback. If someone makes a comment about your work, reply to it.
- SHARE - Share your creations. Ensure you have the rights to do what you want with your footage. Don't be too precious. Social media is built on sharing, collaboration, and adaptation. Case study: Cadbury’s Gorilla. Went huge online with people creating different versions. Means ownership has been passed on the brand, or agency to the community - and that includes ownership for promoting
- REACH - Reach out to influential voices who are interested in what you do and start talking to them. Invite them to have exclusive access (to you and your work). It takes a long time to go from 1 follower to 100,000, but many people will only be too happy to share your work, immediately reaching that bigger audience. Super-personal. Case Study: Frenzied Waters, sent out very creative packs to high profile bloggers. Personal news clipping. URL on rusty metal rod. Scent of salty water on the contents.
- INVOLVE - How can you involve your followers and their followers in your content? Are there assets you can provide which they can share online and offline? Is there a poll you can run? Do you need people to submit music? Case study: Paranormal Activity involved fans to campaign for the film to show in local cinemas. Low budget film making millions.
- DIRECT - What is the call to action? This needs to be clear and made obvious from the outset. Even with your most responsive followers, you are constantly battling for their attention. You may have only a minute to leave your mark. Do you want to collect email addresses? Ask them to email an MP? Donate money? Without a CTA your efforts are wasted. Case Study: BigCat Rescue. YouTube channel and videos make it easy to donate straight away.
- ANALYSE - Take advantage of all the metrics you have at hand to understand what worked and what could work better. Which of your videos gets the most views? What are common about them? What search terms do people use to find your site? Which of your tweets gain the most traction. You don't need to be an analyst to look at the basics and know what's working and what isn't. The trick is being prepared to learn from this.
- PERSEVERE - This is not going to happen straight away. And some things you may think are awesome may not take off the way you hoped. If you stick with it, continue to produce content, your visibility will increase. Continue making friends, continue interacting with people. You will get the followers. Stick with it.
- GOOD LUCK! Having the right network will help your video go "viral". But a lot depends on luck. If it's the wrong time for the right people, your amazing video could fall on distracted ears. This is why you need an ongoing social strategy rather than chuck your video into the wilderness and give up, defeated if it doesn’t work. The other side of luck is surprise, unplanned endorsement from people with large followings.
- Thanks.