#viralsucks

viral# sucks

#viralsucks

Hi, I’m Craig. !

Craig Key @craigsanatomy !

Media Director @space150

#viralsucks

the “v” word

#viralsucks

viral

#viralsucks

i work in digital marketing. !

(worse: social media marketing) !

(for grandparents: we make internet)

#viralsucks

social graph / trending /l i k e s / f a n s / b r a n d advocates / viral / word of mouth / loyalty / peer-to-p e e r / s u p e r - f a n s / relationships / followers / influencers / evangelists

buzzwords

#viralsucks

social graph / tredning /l i k e s / f a n s / b r a n d advocates / viral / word of mouth / loyalty / peer-to-p e e r / s u p e r - f a n s / relationships / followers / influencers / evangelists

buzzwordsviral

#viralsucks

viral# sucks

#viralsucks

[translation] huge expectations

tiny budget

“let’s social old spice the viral hashtag on face-tube”

#viralsucks

happened when there was a fraction of the content being added as there is today.

early viral

videos:

source:source: http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013#viralsucks

#viralsucks

luck > planning

viral mindset

#viralsucks

witty > strategic

viral mindset

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+ ≠

viraltries to start a forest fire, by flicking a match at a pile of sticks

#viralsucks

viral is an outcome, not a strategy.

#viralsucks

viral IS NOT YOUR STRATEGY

#viralsucks

lotteryIS NOT YOUR RETIREMENT STRATEGY

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#viralsucks

viral#fails

#viralsucks

title goes hereHarlem Shake!2.9M Videos

#viralsucks

#viralsucks

title goes hereHarlem Shake!Brandsplosion

#viralsucks

#viralsucks

build product awareness among tech-savvy “prosumers”

stated goal:

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#viralsucks

25 events globally 100s of branded videos 2x search volume +100k video views owned “powerpoint karaoke” SEO rankings

delivered results:

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#viralsucks

put client’s face on the front page of Ad Age, Adweek, Mashable, TechCrunch and PSFK; win all the awards there are to win in advertising.

un-stated expectations:

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pitched using buzzwords relied 100% on “organic” dist. did not align biz & digital metrics

our #fail:

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yeah but...“we really need a big viral to get our google+ up”

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viral #wins

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Gangam Style 1.9B Views

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#viralsucks

Famous Korea’s Got

Talent

Famous Comedian

Famous Pop-Star

Gangam Style

1.9B Views

#viralsucks

#viralsucks

2.5M YouTube subscribers 1.6B Views (pre Gangam) Scooter Braun power-pop PR engine

other stuff:

source: http://www.10yetis.co.uk/how-gangnam-style-went-viral.html#viralsucks

#viralsucks

what aboutbrands?

distribution | failure | newsfeed

#1) Content + Distribution

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#viralsucks

“If content is king then distribution is its powerful

Lady Macbethian wife.” !

-Yuri Baronovsky Happy Little Guillotine Studios

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as publishersbrands

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are not very good publishers

brands[most]

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how do publishers build their brands?

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of production budget on marketing

50%

source:source: http://anzmac2010.org/proceedings/pdf/anzmac10Final00336.pdf#viralsucks

#viralsucks

“50% of a programs’ success comes from the quality of the show; the other 50% comes from how it is promoted.” !

-Fred Silverman TV Executive (ABC, CBS, NBC)

source: http://anzmac2010.org/proceedings/pdf/anzmac10Final00336.pdf#viralsucks

#viralsucks

Takeaway: !

Brands making great content, have only finished half the job of publishing. !

#2) Learn from failure

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#viralsucks

top branded video last month: 50M Views

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top branded video last month: 50M views

B-Dubs® monthly reach on Facebook: 50M people

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#viralsucks

planning testing, learning failing, improving posting every day, every week, every month

how did we get there?

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#viralsucks

content team: art & science

CONTENT PERFORMANCE

.40%

.35%

.30%

.25%

.20%

.15%

.10%

.05%

.00%

BWW

Beer/A

lcoho

l

Your

BW

W S

tory

Social

Med

ia

Featu

res

Sauce

s &

Seaso

nings

Spark

the C

ravin

g

Events

/ Holi

day

Promoti

ons

Trivi

a

Games

Menu

Fand

emon

ium

Footb

allica

December

January

#viralsucks

getting the right timing

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down to the hour

- !

2,000 !

4,000 !

6,000 !

8,000 !

10,000 !

12,000 !

0!50!

100!150!200!250!300!350!400!450!

8:00am! 9:00am! 10:00am! 11:00am! 12:00pm! 1:00pm! 2:00pm! 3:00pm! 4:00pm! 5:00pm! 6:00pm! 7:00pm! 8:00pm! 9:00pm!

Average Post Score!Average Impessions per Post!

Average Post Score* Average Impressions per Post

#viralsucks

Takeaway: !

Small changes every day will have much greater impact than trying to make the world’s best post.

!

#3) Own the newsfeed.

#viralsucks#viralsucks

#viralsucks

Our Goal: Increase fans; surprise and delight those who engage

Jack Link’s #tricksasquatch

#viralsucks

#viralsucks

1MM Fans 10k+ Followers Iconic Character !

brand assets:

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10 Props 3 Creatives 1 Sasquatch (Masquatch) 1 iPhone

working assets:

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#viralsucks#viralsucks

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Used owned channels to reach loyal fans (Facebook, Twitter, Email)

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Engaged Celebrities and Brands

James “Bobo” Fay Finding Bigfoot 19,574 Followers

Ranae Holland Finding Bigfoot 12,132 Followers

Mall of America Shopping Mall 28,689 Followers

Bubbles Trailer Park Boys 88,971 Followers

Tavarres King Carolina Panthers 27,118 Followers

James “Cowboy” Storm Professional Wrestler 144,506 Followers

SmartWool Apparel Company 15,090 Followers

#viralsucks

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James “Cowboy” Storm Professional Wrestler 144,506 Followers

#viralsucks

Confidential and Proprietary space150 ©2013�54*partner category provided by Datalogix

/ Hunting / Shooter Games / Action Games / Adventure Games

/ Horror / Science Fiction & Fantasy

/ Theme Parks / Skiing & Snowboarding / Action Sports

/ Motorsports & NASCAR

/ Camping & RVs / Fishing

/ Fast Food / Soft Drinks

Social ads targeted at fans, and their interests, amplified by newsfeed stories.

our push: spaceScore:

#viralsucks

Media Planner

Copywriter

Designer

> >

>

Push

Write

Make

real time process:

#viralsucks

1500+ answers 250 personal responses 2x Facebook comments 4x Twitter mentions +100k fans

delivered results:

#viralsucks

#viralsucks

Takeaway: !

Don’t just make digital experiences, make digital stories.

!

#viralsucks

content+distribution learn from failure

own the newsfeed

“i really think we can uber- pinterest the word of mouth”

in conclusion:

#viralsucks

viral# sucksthank you

#viralsucks

viral# sucks

Questions? !

@craigsanatomy @space150