make me a viral: making the most of youtube
DESCRIPTION
Everyone wants a viral. But is that really possible? Let's look at how YouTube can helpTRANSCRIPT
1 Make Me A Viral!
Viral Video & YouTubeCiarán Norris, Head of Social Media: Mindshare
2Mindshare SocialMedia8: ViralTracker
3 Agenda
• What is a viral?
• Why do we care?
• Planning
• Viral examples
• YouTube tips
4 What is viral marketing?
Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness, through self-replicating viral processes, analogous to the spread of pathological and computer viruses.
Wikipedia
5 WTF?!
Cool sh*t that people like to share.
Ciarán Norris
6 Why do we care?
Why do companies like Toblerone or Pepperidge Farm bother having websites?
As if people are going to say to themselves, “Gee, I wish I knew more about Milano cookies. I know! I’ll go to their site!”
Just a thought.
Ethan Jarlewski: Douglas Coupland, JPod
7 Why do we care?
8 First things first…
9 First things first…
YOU CAN’T MAKEA VIRAL
10 First things first…
People
Objectives
Strategy
TechnologiesForrester Methodology
•Comment on blogs•Post ratings and reviews
•Use RSS•Tag Web pages
•Read blogs•Watch peer-generated video•Listen to podcasts
•None of these activities
Creators
Critics
Collectors`
Joiners
Spectators
Inactive
Source: Forrester’s NAVTAS Q4 2006 Devices & Access Online Survery
•Publish Web page•Publish or maintain blog•Upload video to sites like YouTube
•Use social networking sites
First things first…
12 First things first…
04/1
2/2
02
3S
am
ple
Foote
r Te
xt
Here
13 The 2 Greatest Virals Of All Time?
No. Not the text.
This bit.
14 The 2 Greatest Virals Of All Time?
Right here.
Jurvetson on flickr
15 Types of viral
• Ones that are funny
• Ones that are unbelievable
• Ones that pose a question
• Ones that are informative
• Ones that piggyback
16 Ones that are funny…
17
Sales uplift: 650% in 18 months
18 Ones that are unbelievable…
19 Ones that are unbelievable…
20 Ones that pose a question…
21 Ones that pose a question…
Re, re, rewind...
22 Ones that are informative…
23 Ones that are informative…
24 Ones that piggy-back…
25 Ones that are piggy-back…
More popular than the original
26 YouTube Tips
• Headline – Make them exclusive!
• Thumbnail – put it in the middle
• Comments – let them roll
• Referrers – refer them
27 Conclusion
It’s the creative, stupid!