Viral Sucks: SXSW Edition
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It’s the absolute worst word that can come out of someone’s mouth. Whether a colleague, boss, client, or a doctor, if you hear the word “viral” you’re in trouble. Someone probably read "The Tipping Point" but skipped "The Outliers," or read the Cliff’s Notes on "Groundswell" and completely missed the point. Someone that thinks that all we need is for “that one idea” that is so funny, so clever, or so disruptive (without actually changing the way we’ve always done business, of course) that it will [gulp] “go viral” and our sales will go through the roof. “Go” and “viral” rarely belong in the same sentence. This session explored unrealistic expectations, poor planning, and the belief that being really clever and hoping to get lucky trumps being really strategic and working hard to make success happen #viralsucks.
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Viral Sucks: SXSW Edition
- 2. Hi, I’m Craig. ! Craig Key @craigsanatomy ! Media Director @space150 #viralsucks
- 5. i work in digital marketing. ! (worse: social media marketing) ! (for grandparents: we make internet) #viralsucks
- 6. social graph / trending / likes / fans / brand advocates / viral / word of mouthbuzzwords / loyalty / peer-topeer/ super-fans / relationships / followers / influencers / evangelists #viralsucks
- 7. social graph / tredning / likes / fans / brand advocates / viral / word of mouthbuzzwords / loyalty / peer-topeer/ super-fans / relationships / followers / influencers / evangelists #viralsucks
- 9. [translation] huge expectations tiny budget “let’s social old spice the viral hashtag on face-tube” #viralsucks
- 10. early viral videos: happened when there was a fraction of the content being added as there is today. #viralsucks source:source: http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013
- 11. viral mindset luck > planning #viralsucks
- 12. viral mindset witty > strategic #viralsucks
- 13. viral tries to start a forest fire, by flicking a match at a pile of sticks + ≠ #viralsucks
- 14. viral is an outcome, not a strategy. #viralsucks
- 18. Harlem Shake! title 2.9M Videos goes here #viralsucks
- 19. Harlem Shake! title goes here Brandsplosion #viralsucks
- 21. delivered results: 25 events globally 100s of branded videos 2x search volume +100k video views owned “powerpoint karaoke” SEO rankings #viralsucks
- 22. unstated expect ations: put client’s face on the front page of Ad Age, Adweek, Mashable, TechCrunch and PSFK; win all the awards there are to win in advertising. #viralsucks
- 23. our #fail: pitched using buzzwords relied 100% on “organic” dist. did not align biz & digital metrics #viralsucks
- 24. yeah but... “we really need a big viral to get our google+ up” #viralsucks
- 28. other stuff: 2.5M YouTube subscribers 1.6B Views (pre Gangam) Scooter Braun power-pop PR engine #viralsucks source: http://www.10yetis.co.uk/how-gangnam-style-went-viral.html
- 29. what about brands? distribution | failure | newsfeed #viralsucks
- 30. #1) Content + Distribution #viralsucks
- 31. “If content is king then distribution is its powerful Lady Macbethian wife.” ! -Yuri Baronovsky Happy Little Guillotine Studios #viralsucks
- 33. are not [most] brands very good publishers #viralsucks
- 34. how do publishers build their brands? #viralsucks
- 35. of production 50% budget on marketing #viralsucks source:source: http://anzmac2010.org/proceedings/pdf/anzmac10Final00336.pdf
- 36. “50% of a programs’ success comes from the quality of the show; the other 50% comes from how it is promoted.” ! -Fred Silverman TV Executive (ABC, CBS, NBC) #viralsucks source: http://anzmac2010.org/proceedings/pdf/anzmac10Final00336.pdf
- 37. Takeaway: ! Brands making great content, have only finished half the job of publishing. ! #viralsucks
- 38. #2) Learn from failure #viralsucks
- 39. top branded video last month: 50M Views #viralsucks
- 40. top branded video last month: 50M views B-Dubs® monthly reach on Facebook: 50M people #viralsucks
- 41. how did we get there? planning testing, learning failing, improving posting every day, every week, every month #viralsucks
- 42. Yo u er co l CONTENT PERFORMANCE de a m llic iu .30% tb a on m u .40% Fo o Fa n en M es ia ns Tr iv ot io G am om Pr E Ho ven lid ts/ ay th Sp e C r a rk av in g Se Sau as ce on s & in gs So c Fe ial at Me ur d es ia y ho St or /A l W W rB Be BW W content team: art & science December .35% January .25% .20% .15% .10% .05% .00% #viralsucks
- 43. getting the right timing #viralsucks
- 44. down to the hour Average Post Score* Average Impressions per Post 450! 12,000 ! 400! 10,000 ! 350! 300! 8,000 ! 250! 6,000 ! 200! Ave 150! 4,000 ! 100! 2,000 ! 50! 0! Ave 8:00am! 9:00am! 10:00am! 11:00am! 12:00pm! 1:00pm! 2:00pm! 3:00pm! 4:00pm! 5:00pm! 6:00pm! 7:00pm! 8:00pm! 9:00pm! - ! #viralsucks
- 45. Takeaway: ! Small changes every day will have much greater impact than trying to make the world’s best post. ! #viralsucks
- 46. #3) Own the newsfeed. #viralsucks #viralsucks
- 47. Jack Link’s #tricksasquatch Our Goal: Increase fans; surprise and delight those who engage #viralsucks
- 48. brand assets: 1MM Fans 10k+ Followers Iconic Character ! #viralsucks
- 49. working assets: 10 Props 3 Creatives 1 Sasquatch (Masquatch) 1 iPhone #viralsucks
- 50. #viralsucks
- 51. Used owned channels to reach loyal fans (Facebook, Twitter, Email) #viralsucks
- 52. Engaged Celebrities and Brands Bubbles Mall of America SmartWool Trailer Park Boys 88,971 Followers Shopping Mall 28,689 Followers Apparel Company 15,090 Followers Tavarres King James “Bobo” Fay Ranae Holland Finding Bigfoot 19,574 Followers Finding Bigfoot 12,132 Followers Carolina Panthers 27,118 Followers James “Cowboy” Storm Professional Wrestler 144,506 Followers 52 #viralsucks
- 53. James “Cowboy” Storm Professional Wrestler 144,506 Followers 53 #viralsucks
- 54. our push: Social ads targeted at fans, and their interests, amplified by newsfeed stories. spaceScore: / Horror / Science Fiction & Fantasy / Theme Parks / Skiing & Snowboarding / Action Sports / Motorsports & NASCAR *partner category provided by Datalogix / Hunting / Shooter Games / Action Games / Adventure Games / Camping & RVs / Fishing / Fast Food / Soft Drinks 54 #viralsucks Confidential and Proprietary space150 ©2013
- 55. real time process: Media Planner Push Copywriter Write > > > Designer Make #viralsucks
- 56. delivered results: 1500+ answers 250 personal responses 2x Facebook comments 4x Twitter mentions +100k fans #viralsucks
- 57. Takeaway: ! Don’t just make digital experiences, make digital stories. ! #viralsucks
- 58. in conclusion: content+distribution learn from failure own the newsfeed “i really think we can uberpinterest the word of mouth” #viralsucks
- 59. # viral sucks thank you #viralsucks