ALL Content Can Be Viral

Eli SchwartzDirector of Marketing, APAC SurveyMonkey

Everyone Can Be A VIRAL Marketer

Echelon Singapore 2016

2

Why do you want to go viral?

3

Why do you want to go viral?

4

5

Everything can be viral

How to get in touch:Email:elis@surveymonkey.com

Twitter:@5leLinkedIn: Just search

http://bit.ly/echelon2016

What is virality?

10

• Controversy• Anger• Joy• Newsworthy• Easy to consume• Practical & useful

There must be an emotional connection for you to engage

What do the experts say?

11

• 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

12

• Bill is Stupid• Ice bucket challenge• Various infographics• Videos

Examples of virality

13

• Bill is Stupid• Ice bucket challenge• Various infographics• Videos

Examples of virality

14

• Bill is Stupid• Ice bucket challenge• Various infographics• Videos

Examples of virality

15

• Bill is Stupid• Ice bucket challenge• Various infographics• Videos

Examples of virality

16

17

• 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

18

Paint a bullseye around your darts

Prewrite your headlines

___% of ____ ____ want to ____ with____

19

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

PDF

Surveys

Case study

23

24

surveymonkey.com/r/sg-toilet-example

25

Painted bullseyes

26

Single dimensional view

27

2 dimensional view

28

What was the other?

29

30

Turned in into an infographic

31

Results

32

Toilets go viral, but so do lots of other topics!

33

• 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

34

__%of___ Echelon attendees would rather have lunch with ___ than hear about content

#viralechelon

Email me for slides: eli@surveymonkey.com

35