James Porter_Viral Marketing Lesson every Marketer should know

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  • Viral marketing lessons every marketer should know

    James Porter

  • #1

    What a viral co-efficient isDefinition and Introduction

  • #2

    How to affect viralityIf we understand it, we can affect it

  • Why should you care?

  • Launched 4 months ago 491 Linking Root Domains.

    Concert Hotels 100 Years of Rock

  • 95k

    Social Shares

  • Covered By:

  • Concert Hotels 100 Years of Rock

    271k unique visitors to the site from this content

  • Grow your link profile

    Raise brand awareness

    Coverage with major publishers

    More visitors to your site

    Viral Content

  • The Viral Co-efficient(how we understand viral content)

  • The Viral Co-efficient (K)

    K = I * P * C(Primary Variables)

    http://frac.tl/the-viral-growth-enigma-how-math-can-quantify-online-sharing/

  • The Viral Co-efficient (K)

    K = I * P * C(Primary Variables)

    Shares per viewerNumber of people that see then share (affect through strength of creative)

    I *

    I =

    http://frac.tl/the-viral-growth-enigma-how-math-can-quantify-online-sharing/

  • The Viral Co-efficient (K)

    K = I * P * C(Primary Variables)

    Shared AudienceNumber of people exposed to content for each share (impact through audience and influencer targeting)

    P *

    P =

    http://frac.tl/the-viral-growth-enigma-how-math-can-quantify-online-sharing/

  • The Viral Co-efficient (K)

    K = I * P * C(Primary Variables)

    Conversion rate% of audience that are exposed to the content and then click on it (influence through optimising titles and social meta data)

    C

    C =

    http://frac.tl/the-viral-growth-enigma-how-math-can-quantify-online-sharing/

  • The Viral Co-efficient (K)

    K = I * P * C(Secondary Variables)

    Organic Views number of people that see your content not through social media (affect this through seeding and outreach)

  • The Viral Co-efficient (K)

    K = I * P * CViral Co-efficient >1 = viralityViral Co-efficient

  • Our findings suggested that 90% of viewers dont share, even for highly viral content

    Viral Marketing: The Science of Sharing

    Dr Karen Field

  • New viral content definitionAny sort of content where the viewership grows rapidly as a result of sharing

  • Affecting the viral co-efficient

    Affecting shares per viewer (I)

    Affecting shared audience (P)

    Affecting conversion rate (C)

    Affecting organic views (vi)

  • Affecting (P): Shared AudienceShared audience is the number of people exposed to our content for each share

  • (history of dance music)

    158k social shares. 700 Linking Root Domains

    Thomson: How Music Travels

  • Affecting (P): Shared AudienceNiche Audience vs Broad Audience

  • Affecting (P): Shared AudienceNiche appeal content

    More viral. Shared values, interests and ideals of a niche

  • Affecting (P): Shared AudienceBroad appeal content

    Less viral. Opportunity to operate at a much larger scale

  • Affecting (P): Shared AudienceTarget A Broad Niche

    Broad Niche Get the benefits of the concentrated sharing of the niche. That then stimulates interest of the larger market

    www.thomson.co.uk/blog/wp-content/uploads/infographic/interactive-music-map/index.html

  • Affecting (P): Shared AudienceTarget A Broad Niche

    Passionate Dance Music Fans > Dance Music Fans > Music Lovers

    www.thomson.co.uk/blog/wp-content/uploads/infographic/interactive-music-map/index.html

  • Affecting (P): Shared Audience

    Why people born between the late 70s and 90s are so unhappy

  • Affecting (P): Shared AudienceCertain Audiences are more likely to share

    Target Demographic segments e.g. generation x

    Or specific Interest groups e.g. tech, marketing

    Target content to highly active sharing groups

  • Affecting (P): Shared AudienceInfluencer Targeting

    Use Klout and Followerwonk to identify influencers

    Build relationships in advance of launch

    Each share our content receives from influencers will have more impact

  • Affecting (P): Shared AudienceSummary

    Target high sharing audiences

    Be aware of niche and broad audience opportunities when targeting

    Target influencers

  • Affecting (C):Conversion Rate

    % of the audience that see our content and then choose to click on it

  • Affecting (C): Conversion RateFrame every aspect of social copy, titles and images

    If you dont, youre missing an opportunity to increase virality

    http://www.slideshare.net/Upworthy/how-to-make-that-one-thing-go-viral-just-kidding

  • Affecting (C): Conversion RateSocial Titles

    1. Focus on the curiosity gap. Intrigue people. 2. Dont over-sell

    http://www.slideshare.net/Upworthy/how-to-make-that-one-thing-go-viral-just-kidding

  • Affecting (C): Conversion RateOptimise for Facebook Open Graph and Twitter V

    Allow you to control the text and image that are displayed each time something is shared

  • Affecting (C): Conversion RateDont set and forget

    Test Title, social copy and images pre and post launch

  • Conversion Rate: Summary

    Frame and optimise everything you can.

    Test Pre and Post Launch.

    Affecting (C): Conversion Rate

  • Affecting Organic Views (vi)

    Organic views are traffic not from sharing

  • Launch Powerfully- 25% of shares occur first 3 days

    Co-ordinate outreach at early stages to maximise impact

    Source: Viral Video Chart

    Affecting Organic Views (vi)

  • Affecting Organic Views (vi)Big Seed

    Seed viral content with the most sizeable and active sharing group

    This buys you into someone elses community to leverage

  • Affecting Organic Views (vi)Big Seed issues

    Increasingly difficult to get publishers to drive traffic away from their site (due to pageview business model)

    Create assets that allow almost full functionality on their site

  • Affecting Organic Views (vi)Big Seed issues

    Problem: All value flows to publisher

    Solution: Focus the canonical asset on your site

  • Affecting Organic Views (vi)Placement on FastCoDesign

  • Affecting Organic Views (vi)

  • Affecting Organic Views (vi)Reach = More Reach

    The more people that see your content, the more people will subsequently see your content.

    Maximise this any way you can cost effectively.

    Leverage owned, earned and paid media

    www.slideshare.net/wilreynolds/the-10000-paid-content-paid-linking-test-that-is-100-google-safe

  • Affecting (vi): Organic ViewsOrganic Views: Summary

    Big seed approach

    Focus on powerful launch to maximise impact

    Maximise reach any way you can

  • Affecting Shares Per Viewer (i)

    % of people that see your content and share

    Get people talking about our content!

  • Affecting Shares Per Viewer (i)Two Viral Content Options

    Create an emotional reaction

    Create a practical resource

    12

  • Viewed 7m times. Shared 223k times.

    Affecting Shares Per Viewer (i)

  • Practical resources why viral?

    People love to post and share useful information

    Why?

    Good people and we want to help others

    Playing it forward -We share useful content with people in the expectation that they will one day help us

    12

    Affecting Shares Per Viewer (i)

  • Affecting Shares Per Viewer (i)

    This story had 3x the sharing of any other article in a 6 month period.

  • Emotional content why viral?

    Emotional experiences are amplified through sharing.

    When we experience a strong emotional reaction, we want to share it

    Affecting Shares Per Viewer (i)

  • Emotional content

    Level of arousal created by the content is fundamental. Not the emotion itself.

    Positive emotions typically perform better than negative

    A stronger level of emotional arousal means greater stimulation to share

    Affecting Shares Per Viewer (i)

    http://frac.tl/viral-emotions-study/

  • Affecting Shares Per Viewer (i)

    The level of emotional arousal stimulated is key

  • Emotional content

    PRO Tip When youre showing people your content, dont necessarily ask peoples opinions, watch their reactions. If you can see one, youre onto something

    Affecting Shares Per Viewer (i)

    http://frac.tl/viral-emotions-study/

  • How can we leverage emotions in our content?

    Affecting Shares Per Viewer (i)

  • Affecting Shares Per Viewer (i)

  • Leverage emotion- Stimulate emotion fast.

    Clarity and simplicity of idea (so people immediately get what they are seeing)

    Use visual content. This allows for almost immediate comprehension, which is why visual content is so viral

    Affecting Shares Per Viewer (i)

  • Affecting Shares Per Viewer (i)

  • Leverage emotion existing emotions

    Link content with things that people are ALREADY passionate and emotional about

    Sites like Upworthy play off existing emotional issues e.g. LGBT, Parenting, Guns and Crime

    Affecting Shares Per Viewer (i)

  • Affecting Shares Per Viewer (i)

    http://www.concerthotels.com/ipod-visualized-as-vinyl

  • Affecting Shares Per Viewer (i)

    http://www.concerthotels.com/ipod-visualized-as-vinyl

  • Creating Social Value Choices o