social media week london -- quizzes: the secret weapon of the world's best content creators

Quizzes: The Secret Weapon of the World’s Best Content Creators

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Who are these guys?

Create, embed and share quizzes

The platform for people who create world-class interactive content

The ToolboxOutcome quiz ex. The world’s hardest John Stamos quiz.

Graded quiz ex. Where is this place?

Checklist quiz ex. How New Yorker are you?

This or that pollex. Vote: Twizzlers or Red Vines

Multi-option pollex. Vote: Who is your favorite Beatle?

Lists (coming soon)ex. Vote: Who is your favorite Beatle?

Everyone’s a publisher1

Give to get2

Be remarkable or die3

Have a heart4

Look past the eyeballs5

Don’t deceive6

Make it stick7

Feedback is essential8

Questions are powerful9

Know thyself10

Millions of engagements…

Let’s talk about lessons learned

…from the world’s best publishers, brands and agencies.

Our goals1. Expose the hottest form of interactive content

(quizzes)2. Show how to drive social traffic and generate

leads with quizzes3. Tell the story of the million dollar quiz4. Get you started with some quiz concepts you

can create today

Welcome to the quiz revolution

Hieroglyphics Paper Billboards

MailEmail

BlogsTV

Digital images

Video

Surveys/polls

Infographics

Lists

Quizzes

And it’s something we hated while we were in school

Type to enter text

Uber publishers leading the way

Number one article on NY Times in 2013 was a quiz

Eight of the top ten most shared articles in the last eight months were quizzes

(BuzzSumo, April 2014)

Nine of the top ten most shared stories on Facebook in January, 2015 were quizzes

What about the rest of us?

Solution: World-class quizzes for all(oh, and polls, lists, etc. too)

Why are quizzes so irresistable?

Engaging, Nourishing, and…

All about ME!!!

“Stop telling me interesting and useful things about myself”

- Said no one, ever.

Wait, what about surveys?

Under the hood of a quiz is a survey that people actually want to take and complete… and answer honestly… and

share it with their friends

82% click to conversion rate

78% completion rate2:27 average time

14% lead conversion rate

Quizzes – The Secret Weapon

Three jobs content creatorshire a quiz to do:

1. Drive social traffic2. Generate qualified

leads3. Drive traffic to

targeted offers

You don’t need a big channel

• 0 likes, 6 comments• Taken 70,000+ times• Over 750x Social Lift

Or a hot topic

• Wildest dream was that 1,000 people would take the quiz

• 70,000+ have taken it today

EngagementTIMES TAKEN

516,704LEAD IMPRESSIONS

455,929LEAD CONVERSIONS

29,410CONVERSION RATE

6%

AVG TIME SPENT

0:24

COMPLETION RATE

82%

ROI

Top revenue-generating channels included: • Organic Search: $143,692• Email: $126,674• Paid Search: $103,545

Traffic to the quiz landing page: 573,338 unique visitors Revenue: $1,167,746.21

9,655%Return on Investment:

From good to great quizzes 6 steps for content marketers

1. Do some research – what works?2. Decide on quiz type and title 3. Work backwards from results – calls to action4. Create quiz, media and embed 5. Share and promote 6. Learn, adapt and improve

Proceed with caution

It’s ok to break rules if you’re doing it on purpose

1. Do some research

Right answers No right answers

2. Choose a type and title

What titles/topics would work for me?

What content resonates with your audience?What are the most shared topics?

What topics get the most questions?What topics are most controversial?

Are there decisions that people struggle to make?Are there topics that are misunderstood?

Tips for graded quizzesChoose a compelling title:

• Are you a ____ expert?• Can you pass the ___ test?• The world’s hardest ___

quiz• Are you a true ____?• ____ or ____

Make graded quizzes the hardest ever (or at least say they are)

Tips for graded quizzesLimit the number of answers to each question

Remove any friction from the experience

Tips for graded quizzesShow feedback: give more information about the right answer

Now you’re entertaining and educating

Tips for graded quizzesMake people feel good about their results

45% of shares on graded quizzes come from 100% scores

Tips for graded quizzesAssign outcomes + CTA

“You got 90%. You’re a genius!”

Other geniuses subscribed to our newsletter….

Tips for outcome quizzesChoose a compelling title:

•Which ___ are you?•What ___ do you actually belong in?•What kind of ___ are you?

Tips for outcome quizzesCreate shareworthy outcomes:

Invoke awe, laughter or amusement (BuzzSumo)

Make it a “feel-good, look-good” mecha-nism

Tips for outcome quizzes

Tips for outcome quizzes

The most “efficientive” process:

• Identify outcomes•Map differentiating factors•Be creative with your questions

3. Work backwards from resultsWrite these first and decide on the CTA.

Make sure people would be proud to share

This is buyer persona data…

If you have a CTA, make sure it relates to your outcome

Hey 3PO – you’re research driven, so why not download this guide…

4. Create quiz & embed

5. Share and promote

Top Promotional Channels• Facebook - 84% of shares• Website or blog• Email or newsletter• Twitter• LinkedIn• Forums• Communities

6. Learn, adapt, improve

Learn, adapt, improve

Quiz answers = data. What can you do with it?

“Baby boomers prefer Rihanna to Taylor Swift”“People that like the color red, prefer Audi over Mer-

cedes”“Starbucks fans would rather live in Europe

than any other place.”

Pro tip: learn more with polls

Virality takes a pinch of luck

You can control consistency

When you understand the motivations of your audience you win

Share Rate Lead Conversion

What Famous Hymn Are You?What type of Ford Mustang are you?

Which Star Wars Bounty Hunter are you?What Bible Dad are you?

What kind of linguist should you be?Which member of U2 are you?

Where should you go on a mission trip?Can you identify these places in Utah?

How would you die in Game of Thrones?Which Bible figure are you?

What kind of girl geek are you?Which Studio 5 contributor are you?

Which Master StrongFirst instructor are you?Are you really StrongFirst?How Manly is Your Man?

Do you really know Dan John?A Fairly Tale in the Making

Which Star Wars Bounty Hunter are you?Where should you go on a mission trip?Which biblical world cup player are you?

A couple quizzes made more than one listAll have great content

Interesting topicsGreat titles

Both large and small channels

Which Celebrity Home are you meant to live in?Do you know how to create a viral quiz?

What is your GRE verbal score?What would you change about your organization's culture?

Are you emotionally sensitive?What is your GRE math score?

Which kind of marketing rockstar are you?Test your world population smarts

Are you an inbound marketing expert?How up-to-date is your social media marketing expertise?

Offer Conversion

Entertained by the quizChallenged by the quiz

Proud of their resultAmused by their result

Felt questions were fairTrust the data

Share Conversion

Want to see how friends do

Interested in offerTrust the person offeringPassionate about topic

The motivations of a quiz taker

Feel sufficiently assessed

Fed by the quiz

10. Show me something cool

9. Ask me interesting questions

8. Be fair

7. Reel me in with your title

6. Help me feel sufficiently assessed

5. Feed me

4. Stay on topic

3. Make me laugh

“Laughter is the shortest distance between two people.”- Victor Borge

2. Give me something to brag about

1. Make me an offer I can’t refuse

Bottom line: Just go make something

remarkable

You can do it

Quizzes: The Secret Weapon of the World’s Best Content Creators