make me a viral: viral video & youtube

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

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Foote

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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!

28

psd on flickr

Ciarán NorrisHead of Social Media, Mindshareciaran.norris@mindshareworld.com@ciaranj