going viral –building an online mass-movement behind your messages
DESCRIPTION
David Wood, Digital Media Officer, Meningitis TrustRichard Hudson, Digital Media Manager, Meningitis TrustInsights and lessons from the Meningitis Trust will help you discover the secrets of developing and communicating powerful messages virally.Discover what platforms and mediums to utilise in viral campaigns and how to turn the success into increased brand awareness, supporters and engagement.Explore what to use viral campaigns for and how to develop powerful content with impact, even on a tight budget.Learn how the Trust has embraced many digital channels and empowered its team to help achieve the organisation’s goals.TRANSCRIPT
Building an online mass movement
Richard Hudson & David Wood
@MeningitisTrust
Results
• 24,750+ YouTube views• 130+ YouTube likes• 17 comments on YouTube• 40 comments on Engadget• 21 Diggs & 18 comments• 3,500+ view of Facebook tab• 370 Facebook likes• 177 new Twitter followers• 600+ Tweets• 30+ press coverage• 30+ blogs
Integrated campaign
April & CarolSarah & Laura
Daniel
Pete
Sue & David
Nia
Sarah
Sam
Annmarie and Lee
LisaJayne
Becky
Malcolm
Jackie
Lucy
Sue
The Carrolls
Robin
Catherine Hill
• 27 tailored press releases• Call out to staff• Facebook and Twitter promo
Message that motivates
Results
• Campaign pages shared on social media over 150 times• 5 new stories in our forums, • Signs & symptoms web page visits: 13,262 (9,732 new)• 9,000+ views of Sue’s video message page• Supporters’ video stories 1,700+ views• 9,119 Facebook impressions, with 28 comments, 38 likes
http://charliecheekychops.blogspot.com/
Results
• 150,000+ visits to blog• 300+ celebrities have RT’d • Inc. Cindy Crawford, George Michael, John Prescott, Chris Evans, Eddie Izzard.• Total eyeballs reached 37 million+• Top ten referring site to meningitis-trust.org
The Tweet
The viral effect
