how not to be ignored on the internet: the principles of viral creative
Post on 21-Oct-2014
1.568 views
DESCRIPTION
Henry Cowling (Creative Director, The Viral Factory) explains how to get noticed and explores viral marketing techniques and terms, such as sendable and receivable content. Presented at Social Media Marketing 2010 (London).TRANSCRIPT
![Page 1: How Not to Be Ignored on the Internet: The Principles of Viral Creative](https://reader035.vdocuments.mx/reader035/viewer/2022062613/54474e1dafaf9f5d178b4977/html5/thumbnails/1.jpg)
![Page 2: How Not to Be Ignored on the Internet: The Principles of Viral Creative](https://reader035.vdocuments.mx/reader035/viewer/2022062613/54474e1dafaf9f5d178b4977/html5/thumbnails/2.jpg)
The Viral FactoryFounded: 2001
Mission: Build Brands With Viral Marketing
Your brand here…
![Page 3: How Not to Be Ignored on the Internet: The Principles of Viral Creative](https://reader035.vdocuments.mx/reader035/viewer/2022062613/54474e1dafaf9f5d178b4977/html5/thumbnails/3.jpg)
![Page 4: How Not to Be Ignored on the Internet: The Principles of Viral Creative](https://reader035.vdocuments.mx/reader035/viewer/2022062613/54474e1dafaf9f5d178b4977/html5/thumbnails/4.jpg)
Some Principals of Viral Creative
• Being relevant to an audience
• Working in editorial space
• Receivable vs sendable
• Honest approach to the message
![Page 5: How Not to Be Ignored on the Internet: The Principles of Viral Creative](https://reader035.vdocuments.mx/reader035/viewer/2022062613/54474e1dafaf9f5d178b4977/html5/thumbnails/5.jpg)
![Page 6: How Not to Be Ignored on the Internet: The Principles of Viral Creative](https://reader035.vdocuments.mx/reader035/viewer/2022062613/54474e1dafaf9f5d178b4977/html5/thumbnails/6.jpg)
Being Relevant
• The internet is tribal
• Viral is a badge of personality
• Bloggers need content
• Going mainstream
![Page 7: How Not to Be Ignored on the Internet: The Principles of Viral Creative](https://reader035.vdocuments.mx/reader035/viewer/2022062613/54474e1dafaf9f5d178b4977/html5/thumbnails/7.jpg)
Samsung, Omnia Unboxing
![Page 8: How Not to Be Ignored on the Internet: The Principles of Viral Creative](https://reader035.vdocuments.mx/reader035/viewer/2022062613/54474e1dafaf9f5d178b4977/html5/thumbnails/8.jpg)
![Page 9: How Not to Be Ignored on the Internet: The Principles of Viral Creative](https://reader035.vdocuments.mx/reader035/viewer/2022062613/54474e1dafaf9f5d178b4977/html5/thumbnails/9.jpg)
Working in Editorial Space
• There is no bought media
• Entertain your audience first
• Absorb the culture
• Act as a brand in editorial space
![Page 10: How Not to Be Ignored on the Internet: The Principles of Viral Creative](https://reader035.vdocuments.mx/reader035/viewer/2022062613/54474e1dafaf9f5d178b4977/html5/thumbnails/10.jpg)
Diesel, Safe For Work
![Page 11: How Not to Be Ignored on the Internet: The Principles of Viral Creative](https://reader035.vdocuments.mx/reader035/viewer/2022062613/54474e1dafaf9f5d178b4977/html5/thumbnails/11.jpg)
![Page 12: How Not to Be Ignored on the Internet: The Principles of Viral Creative](https://reader035.vdocuments.mx/reader035/viewer/2022062613/54474e1dafaf9f5d178b4977/html5/thumbnails/12.jpg)
Receivable vs Sendable
• Viral has its own ‘rules’
• It’s hard to write the best/funniest content
• Getting people to hit send
![Page 13: How Not to Be Ignored on the Internet: The Principles of Viral Creative](https://reader035.vdocuments.mx/reader035/viewer/2022062613/54474e1dafaf9f5d178b4977/html5/thumbnails/13.jpg)
Ghost Maze Reaction
![Page 14: How Not to Be Ignored on the Internet: The Principles of Viral Creative](https://reader035.vdocuments.mx/reader035/viewer/2022062613/54474e1dafaf9f5d178b4977/html5/thumbnails/14.jpg)
Hi-Tec, Liquid Mountaineering
Weiden + Kennedy Portland
![Page 15: How Not to Be Ignored on the Internet: The Principles of Viral Creative](https://reader035.vdocuments.mx/reader035/viewer/2022062613/54474e1dafaf9f5d178b4977/html5/thumbnails/15.jpg)
![Page 16: How Not to Be Ignored on the Internet: The Principles of Viral Creative](https://reader035.vdocuments.mx/reader035/viewer/2022062613/54474e1dafaf9f5d178b4977/html5/thumbnails/16.jpg)
On message
• People don’t object to advertising
• Viral is not about ‘unbranded’ content
• Brands can exist and thrive in the social environment
![Page 17: How Not to Be Ignored on the Internet: The Principles of Viral Creative](https://reader035.vdocuments.mx/reader035/viewer/2022062613/54474e1dafaf9f5d178b4977/html5/thumbnails/17.jpg)
Skype, Laughter Chain
![Page 18: How Not to Be Ignored on the Internet: The Principles of Viral Creative](https://reader035.vdocuments.mx/reader035/viewer/2022062613/54474e1dafaf9f5d178b4977/html5/thumbnails/18.jpg)
![Page 19: How Not to Be Ignored on the Internet: The Principles of Viral Creative](https://reader035.vdocuments.mx/reader035/viewer/2022062613/54474e1dafaf9f5d178b4977/html5/thumbnails/19.jpg)