make me a viral: viral video & youtube

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1 Make Me A Viral! Viral Video & YouTube Ciarán Norris, Head of Social Media: Mindshare

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Post on 19-May-2015

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"Make me a viral" is often the cry of clients looking for magic-bullet marketing. But can you actually 'make' a viral? And how do videos end up going vioral? This presentation looks at some of the great viral successes.

TRANSCRIPT

Page 1: Make Me A Viral: Viral Video & YouTube

1 Make Me A Viral!

Viral Video & YouTubeCiarán Norris, Head of Social Media: Mindshare

Page 2: Make Me A Viral: Viral Video & YouTube

2Mindshare SocialMedia8: ViralTracker

Page 3: Make Me A Viral: Viral Video & YouTube

3 Agenda

• What is a viral?

• Why do we care?

• Planning

• Viral examples

• YouTube tips

Page 4: Make Me A Viral: Viral Video & YouTube

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

Page 5: Make Me A Viral: Viral Video & YouTube

5 WTF?!

Cool sh*t that people like to share.

Ciarán Norris

Page 6: Make Me A Viral: Viral Video & YouTube

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

Page 7: Make Me A Viral: Viral Video & YouTube

7 Why do we care?

Page 8: Make Me A Viral: Viral Video & YouTube

8 First things first…

Page 9: Make Me A Viral: Viral Video & YouTube

9 First things first…

YOU CAN’T MAKEA VIRAL

Page 10: Make Me A Viral: Viral Video & YouTube

10 First things first…

People

Objectives

Strategy

TechnologiesForrester Methodology

Page 11: Make Me A Viral: Viral Video & YouTube

•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…

Page 12: Make Me A Viral: Viral Video & YouTube

12 First things first…

Page 13: Make Me A Viral: Viral Video & YouTube

04/1

2/2

02

3S

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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.

Page 15: Make Me A Viral: Viral Video & YouTube

15 Types of viral

• Ones that are funny

• Ones that are unbelievable

• Ones that pose a question

• Ones that are informative

• Ones that piggyback

Page 16: Make Me A Viral: Viral Video & YouTube

16 Ones that are funny…

Page 17: Make Me A Viral: Viral Video & YouTube

17

Sales uplift: 650% in 18 months

Page 18: Make Me A Viral: Viral Video & YouTube

18 Ones that are unbelievable…

Page 19: Make Me A Viral: Viral Video & YouTube

19 Ones that are unbelievable…

Page 20: Make Me A Viral: Viral Video & YouTube

20 Ones that pose a question…

Page 21: Make Me A Viral: Viral Video & YouTube

21 Ones that pose a question…

Re, re, rewind...

Page 22: Make Me A Viral: Viral Video & YouTube

22 Ones that are informative…

Page 23: Make Me A Viral: Viral Video & YouTube

23 Ones that are informative…

Page 25: Make Me A Viral: Viral Video & YouTube

25 Ones that are piggy-back…

More popular than the original

Page 26: Make Me A Viral: Viral Video & YouTube

26 YouTube Tips

• Headline – Make them exclusive!

• Thumbnail – put it in the middle

• Comments – let them roll

• Referrers – refer them

Page 27: Make Me A Viral: Viral Video & YouTube

27 Conclusion

It’s the creative, stupid!