James Porter_Viral Marketing Lesson every Marketer should know
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Transcript of James Porter_Viral Marketing Lesson every Marketer should know
Viral marketing lessons every marketer should know
James Porter
#1
What a viral co-efficient isDefinition and Introduction
#2
How to affect viralityIf we understand it, we can affect it
Why should you care?
Launched 4 months ago 491 Linking Root Domains.
Concert Hotels 100 Years of Rock
95k
Social Shares
Covered By:
Concert Hotels 100 Years of Rock
271k unique visitors to the site from this content
Grow your link profile
Raise brand awareness
Coverage with major publishers
More visitors to your site
Viral Content
The Viral Co-efficient(how we understand viral content)
The Viral Co-efficient (K)
K = I * P * C(Primary Variables)
http://frac.tl/the-viral-growth-enigma-how-math-can-quantify-online-sharing/
The Viral Co-efficient (K)
K = I * P * C(Primary Variables)
Shares per viewerNumber of people that see then share (affect through strength of creative)
I *
I =
http://frac.tl/the-viral-growth-enigma-how-math-can-quantify-online-sharing/
The Viral Co-efficient (K)
K = I * P * C(Primary Variables)
Shared AudienceNumber of people exposed to content for each share (impact through audience and influencer targeting)
P *
P =
http://frac.tl/the-viral-growth-enigma-how-math-can-quantify-online-sharing/
The Viral Co-efficient (K)
K = I * P * C(Primary Variables)
Conversion rate% of audience that are exposed to the content and then click on it (influence through optimising titles and social meta data)
C
C =
http://frac.tl/the-viral-growth-enigma-how-math-can-quantify-online-sharing/
The Viral Co-efficient (K)
K = I * P * C(Secondary Variables)
Organic Views number of people that see your content not through social media (affect this through seeding and outreach)
The Viral Co-efficient (K)
K = I * P * CViral Co-efficient >1 = viralityViral Co-efficient <1 = not viral
Reality is that on that basis virtually no content is viral
Our findings suggested that 90% of viewers don’t share, even for highly viral content
Viral Marketing: The Science of Sharing
Dr Karen Field
New viral content definition“Any sort of content where the viewership grows rapidly as a result of sharing”
Affecting the viral co-efficient
Affecting shares per viewer (I)
Affecting shared audience (P)
Affecting conversion rate (C)
Affecting organic views (vi)
Affecting (P): Shared AudienceShared audience is the number of people exposed to our content for each share
(history of dance music)
158k social shares. 700 Linking Root Domains
Thomson: How Music Travels
Affecting (P): Shared AudienceNiche Audience vs Broad Audience
Affecting (P): Shared AudienceNiche appeal content
More viral. Shared values, interests and ideals of a niche
Affecting (P): Shared AudienceBroad appeal content
Less viral. Opportunity to operate at a much larger scale
Affecting (P): Shared AudienceTarget A Broad Niche
Broad Niche Get the benefits of the concentrated sharing of the niche. That then stimulates interest of the larger market
www.thomson.co.uk/blog/wp-content/uploads/infographic/interactive-music-map/index.html
Affecting (P): Shared AudienceTarget A Broad Niche
Passionate Dance Music Fans > Dance Music Fans > Music Lovers
www.thomson.co.uk/blog/wp-content/uploads/infographic/interactive-music-map/index.html
Affecting (P): Shared Audience
Why people born between the late 70’s and 90’s are so unhappy
Affecting (P): Shared AudienceCertain Audiences are more likely to share
Target Demographic segments e.g. generation x
Or specific Interest groups e.g. tech, marketing
Target content to highly active sharing groups
Affecting (P): Shared AudienceInfluencer Targeting
Use Klout and Followerwonk to identify influencers
Build relationships in advance of launch
Each share our content receives from influencers will have more impact
Affecting (P): Shared AudienceSummary
Target high sharing audiences
Be aware of niche and broad audience opportunities when targeting
Target influencers
Affecting (C):Conversion Rate
% of the audience that see our content and then choose to click on it
Affecting (C): Conversion RateFrame every aspect of social copy, titles and images
If you don’t, you’re missing an opportunity to increase virality
http://www.slideshare.net/Upworthy/how-to-make-that-one-thing-go-viral-just-kidding
Affecting (C): Conversion RateSocial Titles
1. Focus on the curiosity gap. Intrigue people. 2. Don’t over-sell
http://www.slideshare.net/Upworthy/how-to-make-that-one-thing-go-viral-just-kidding
Affecting (C): Conversion RateOptimise for Facebook Open Graph and Twitter V
Allow you to control the text and image that are displayed each time something is shared
Affecting (C): Conversion RateDon’t set and forget
Test Title, social copy and images pre and post launch
Conversion Rate: Summary
Frame and optimise everything you can.
Test Pre and Post Launch.
Affecting (C): Conversion Rate
Affecting Organic Views (vi)
Organic views are traffic not from sharing
Launch Powerfully- 25% of shares occur first 3 days
Co-ordinate outreach at early stages to maximise impact
Source: Viral Video Chart
Affecting Organic Views (vi)
Affecting Organic Views (vi)Big Seed
Seed viral content with the most sizeable and active sharing group
This ‘buys you into’ someone else’s community to leverage
Affecting Organic Views (vi)Big Seed – issues
Increasingly difficult to get publishers to drive traffic away from their site (due to pageview business model)
Create assets that allow almost full functionality on their site
Affecting Organic Views (vi)Big Seed – issues
Problem: All value flows to publisher
Solution: Focus the canonical asset on your site
Affecting Organic Views (vi)Placement on FastCoDesign
Affecting Organic Views (vi)
Affecting Organic Views (vi)Reach = More Reach
The more people that see your content, the more people will subsequently see your content.
Maximise this any way you can cost effectively.
Leverage owned, earned and paid media
www.slideshare.net/wilreynolds/the-10000-paid-content-paid-linking-test-that-is-100-google-safe
Affecting (vi): Organic ViewsOrganic Views: Summary
Big seed approach
Focus on powerful launch to maximise impact
Maximise reach any way you can
Affecting Shares Per Viewer (i)
% of people that see your content and share
Get people talking about our content!
Affecting Shares Per Viewer (i)Two Viral Content Options
Create an emotional reaction
Create a practical resource
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Viewed 7m times. Shared 223k times.
Affecting Shares Per Viewer (i)
Practical resources – why viral?
People love to post and share useful information
Why?
Good people and we want to help others
Playing it forward -We share useful content with people in the expectation that they will one day help us
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Affecting Shares Per Viewer (i)
Affecting Shares Per Viewer (i)
This story had 3x the sharing of any other article in a 6 month period.
Emotional content – why viral?
Emotional experiences are amplified through sharing.
When we experience a strong emotional reaction, we want to share it
Affecting Shares Per Viewer (i)
Emotional content
Level of arousal created by the content is fundamental. Not the emotion itself.
Positive emotions typically perform better than negative
A stronger level of emotional arousal means greater stimulation to share
Affecting Shares Per Viewer (i)
http://frac.tl/viral-emotions-study/
Affecting Shares Per Viewer (i)
The level of emotional arousal stimulated is key
Emotional content
PRO Tip When you’re showing people your content, don’t necessarily ask people’s opinions, watch their reactions. If you can see one, you’re onto something
Affecting Shares Per Viewer (i)
http://frac.tl/viral-emotions-study/
How can we leverage emotions in our content?
Affecting Shares Per Viewer (i)
Affecting Shares Per Viewer (i)
Leverage emotion- Stimulate emotion fast.
Clarity and simplicity of idea (so people immediately get what they are seeing)
Use visual content. This allows for almost immediate comprehension, which is why visual content is so viral
Affecting Shares Per Viewer (i)
Affecting Shares Per Viewer (i)
Leverage emotion – existing emotions
Link content with things that people are ALREADY passionate and emotional about
Sites like Upworthy play off existing emotional issues e.g. LGBT, Parenting, Guns and Crime
Affecting Shares Per Viewer (i)
Affecting Shares Per Viewer (i)
http://www.concerthotels.com/ipod-visualized-as-vinyl
Affecting Shares Per Viewer (i)
http://www.concerthotels.com/ipod-visualized-as-vinyl
Creating Social Value Choices of what we share reflect our identity.
Will I look good sharing this?Remarkability (new, unusual, different, extraordinary)
Affecting Shares Per Viewer (i)
http://jonahberger.com/books/contagious/
Affecting Shares Per Viewer (i)
New design styles and functionality are highly shareable
Design Quality
New design styles and web technologies give the opportunity to present existing information in a new and creative way
This can be a key USP of your content versus what the rest of the web is creating
Affecting Shares Per Viewer (i)
Affecting Shares Per Viewer (i)Test - social buttons to see what works
Can be difference between contents success and failure
Shares per viewer: Summary
Practical or Emotional content
Create social value
Great design
Test social buttons
Affecting (i): Shares Per Viewer
Conclusion
Characteristics of Viral Content
Visual, Interactive or Personalised (often win)
Characteristics of Viral Content
Visual, Interactive or Personalised (often win)
Quick to understand
Characteristics of Viral Content
Visual, Interactive or Personalised (often win)
Quick to understand
New, surprising or different
Characteristics of Viral Content
Visual, Interactive or Personalised (often win)
Quick to understand
New, surprising or different
Strong emotional hook (or practical)
Characteristics of Viral Content
Visual, Interactive or Personalised (often win)
Quick to understand
New, surprising or different
Strong emotional hook (or practical)
Strong design
Characteristics of Viral Content
Visual, Interactive or Personalised (often win)
Quick to understand
New, surprising or different
Strong emotional hook (or practical)
Strong design
Social optimisation
Characteristics of Viral Content
Visual, Interactive or Personalised (often win)
Quick to understand
New, surprising or different
Strong emotional hook (or practical)
Strong design
Social optimisation
Evidence of past virality in the topic
Even Then You Might Fail
Involves a lot of time and effort
Involves financial risk
There will be failure
BUT
You have the opportunity to revolutionise your business through viral content