viral communications pov

Viral social communicationHOW DO WE MAKE CONTENT GO VIRAL AND MORE

IMPORTANTLY HOW DO WE CREATE VIRAL CONTENT

THAT IS FRAMED IN A BRAND VOICE THAT DRIVES

BUSINESS OBJECTIVES?

Who is your audienceBOARD AT WORK CROWD

PEOPLE WHO WILL CONSUME CASUAL BITE SIZED CONTENT USUALLY IN THE MIDDLE

OF THE DAY, WATCHING TV, OR WHILE DOING OTHER THINGS. IT WILL ALSO BE

CONSUMED IN 1 MINUTE OR LESS

Who do you target? APPEAL TO THE RADICLES THE MAVENS, THE RADICLES, PEOPLE WHO ARE MOTIVATED

TO SHARE CONTENT

Who is you audience?

Content EASY TO SHARE

EASY TO UNDERSTAND

A PROJECTION OF PERSONAL IDENTITY - SOCIAL IMPERATIVE

People need to fully express their personality

Social credibility is at stake when you share WE USE SOCIAL MEDIA TO PROJECT OUR VERSION OF SOCIAL REALITY AND MAINTAIN

A VIRTUAL IDENTITY.

we project our identity and emotion (and thus, our emotions) into the Internet on a daily basis, we also consume social media content based on

emotion as well.

These shared emotional connections will

lead to organic growth

Leverage obsessive compulsive nature

Cuteness sells

People respond to nostalgia

Have a social conscious

Maintain the brand voice

Shotgun approach to content YOU NEVER KNOW WHAT IS GOING TO WORK YOUR MUST TRY MANY DIFFERENT

THINGS AND LEARN OVER TIME WHAT PEOPLE ARE RESPONDING TO. THIS IS

PARTICULARLY TRUE WHEN LOOKING FOR A BRAND VOICE.

Promote Promote Promote SPEND JUST AN MANY RESOURCES PROMOTING CONTENT

AS YOU DO CREATING IT.

BUSINESS IN THE FRONT PARTY IN THE BACK

WE CAN NOW CREATE A CONTINUOUS FEEDBACK LOOP

USING ACTIONABLE ANALYTICS FOR AGGREGATING DATA

FROM DISPARATE SOURCES, RUNNING ADVANCES

SEGMENTATION, TARGETING AND RETARGETING

CUSTOMERS ACROSS MULTIPLE CHANNELS THAT WILL

ULTIMATELY GROW THE DB.

Seed the audience with paid mediaVIRAL HAS TO START WITH A SEED AUDIENCE UNTIL IT FINDS AN AUDIENCE

Incentives return engagement

Incentives sharing

Leverage your base

Targeted Communication

Customer Data

promotions

CREATE A CONTINUOUS FEEDBACK LOOP

Best practices for campaign sites

• LEAD THEM DOWN A PATH. (KEEP IT SIMPLE)

• LET THEM DO THE COOL STUFF FIRST

• DO WHAT PEOPLE HAVE BEEN CONDITIONED TO EXPECT

• DON’T LET TECHNOLOGY OR BUSINESS LOGIC DICTATE THE USER EXPERIENCE

• SOCIAL INTEGRATION SHOULD BE SEAMLESS AND TRANSPARENT

• SIMPLICITY: HAVING THE COURAGE TO LIMIT CHOICES

• THE PRIMARY GOAL IS ENGAGEMENT

• INCENTIVIZED SHARING

• LEVERAGE USER GENERATED CONTENT