all content can be viral
TRANSCRIPT
Eli SchwartzDirector of Marketing, APAC SurveyMonkey
Everyone Can Be A VIRAL Marketer
Echelon Singapore 2016
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Why do you want to go viral?
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Why do you want to go viral?
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Everything can be viral
http://bit.ly/echelon2016
What is virality?
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• Controversy• Anger• Joy• Newsworthy• Easy to consume• Practical & useful
There must be an emotional connection for you to engage
What do the experts say?
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• Attributes – tie in to who people are (e.g students, patriotism)• Tribes – make them a part of something (“Pissed off consumers”)• Insights – confirm a flattering attribute (Yup, you are smart)• Ego - Share to make yourself look good • Topical – on the the relevant topics (Latest news) • Competition – Can you beat me?• Collaborative – Brings a feeling of togetherness• Delight – LOL!• Actionable – How to lose weight
Examples of viral triggers
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• Bill is Stupid• Ice bucket challenge• Various infographics• Videos
Examples of virality
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• Bill is Stupid• Ice bucket challenge• Various infographics• Videos
Examples of virality
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• Bill is Stupid• Ice bucket challenge• Various infographics• Videos
Examples of virality
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• Bill is Stupid• Ice bucket challenge• Various infographics• Videos
Examples of virality
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• Male vs female?• Age?• Hours of sleep at night• How much money do you make?• Bad habits?• Where do you live?• Have you ever been unfaithful?• What was the last lie you told?• Devices?• Scenarios• Image reactions
Use surveys and ask BOLD questions
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Paint a bullseye around your darts
Prewrite your headlines
___% of ____ ____ want to ____ with____
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Paint a bullseye around your darts
Prewrite your headlines
___% of ____ ____ want to ____ with____
16% of married | males want to have an affair with Justin Bieber
Surveys = data = Unique content
charts
articles
infographics
blogs
Surveys
Case study
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surveymonkey.com/r/sg-toilet-example
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Painted bullseyes
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Single dimensional view
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2 dimensional view
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What was the other?
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Turned in into an infographic
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Results
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Toilets go viral, but so do lots of other topics!
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• Dig deep into behaviors• Put numbers in the headline• Use short URL’s • Make the URL’s descriptive• Use images above the fold• Make it easy to scan• Time it right• Get it to influencers• Be newsworthy• Use paid social• BUILD IN THE EMOTION
Next steps
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__%of___ Echelon attendees would rather have lunch with ___ than hear about content
#viralechelon
