Revolt Breakfast Club: How to make a viral
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Revolt Breakfast Club is a monthly presentation for our clients and special guests, which aim to inspire, educate and encourage discussion about the ever-changing digital landscape. The presentations focus on specific topics relevant for those who want to be better at navigating the various tools, technologies, platforms and consumer preferences faced by brands today. The topic of this month was viral marketing with Jesper Åström focusing on the mechanics behind, what makes content go viral. This month's speaker: Jesper Åström is a digital tactician specialized in problem solving, as he explains it himself. He is founder of the Viral Hack project, which aims to use the network economy to explain the networked world. He’s an expert on the mechanics behind viral marketing and has, i.a., created a course, which consists of 54 videos on the theory of why something goes viral.
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Revolt Breakfast Club: How to make a viral
- 10. Strategy + Insights Creative + Content Activation + Technology OFFERING
- 11. WHAT MAKES A VIRAL? @jesperastrom | viralhack.com
- 12. i need your help
- 13. BRING OUT SOME PEN AND PAPER (or mobile)
- 14. What’s the opposite of this word - in english?
- 15. What’s the opposite of this word - in english? Always
- 16. What’s the opposite of this word - in english? Coming
- 17. What’s the opposite of this word - in english? From
- 18. What’s the opposite of this word - in english? Take
- 19. What’s the opposite of this word - in english? Me
- 20. What’s the opposite of this word - in english? Down
- 22. Rickrolled!!
- 23. 34 000 HOURS
- 24. I ”hack” people and algorithms for a living
- 26. SOMETHING HAPPENS HERE GROWTH CURVE ”Going viral” and here
- 27. Networking Research influentials 1-9-90 Activation 5 C’s JTBD Through content Seeding network messaging C-formula bubble transition media buying GROWTH process Maintenance Celebration crm
- 28. step one: understand why a network is important!
- 29. how could we make this old asset valuable?
- 30. if you were…
- 33. Popular
- 34. 17,713 backers pledged $630,019 to help bring this project to life. Average $36 Largest $10 000
- 37. step two a: FIND your ”smallest acceptable truth” - why?
- 38. SOMETHING HAPPENS HERE GROWTH CURVE ”Going viral”
- 43. INITIATIVE THAT MAKES IT OK TO GO FOR IT ”SMALLEST ACCEPTABLE TRUTH” ”Minimum viable product” BREAKING POINT
- 45. What was the smallest acceptable truth? Search term
- 47. Are you ”tagged” on Facebook?
- 52. step two b: look for your ”smallest acceptable truth” - how?
- 54. ”THE NERDS”
- 56. 1% • Probably care about your brand more than you do • Are willing to co-create with you if you give them the opportunity • Love you if you love them back 1-on-1 Co-Creators
- 57. B2C B2B • Engaged clients • Partners & suppliers • Conference speakers • Researchers • Introvert Industry Experts • Engaged consumers • Bubble centerpoints - topic • Researchers Co-CREATORS
- 60. ”THE CONNECTORS”
- 62. 9% • Opinion makers that use your content to say something about themselves • They do not co-create but rather comment on what you and others create around your brand • They are willing to curate your content and products if they find there is a social or monetary incentive to do so • If you give these guys too much attention they will go away CURATORS
- 63. B2C B2B • Journalists • Social media activists • Politicians • Celebrities • Extrovert industry experts • … • Journalists • Social media influencers • Celebrities • … COMMENTATORS
- 64. 1 9 BREAKING POINT DECELERATION CHANGE INITIATIVE THAT MAKES IT OK TO GO FOR IT ”SMALLEST ACCEPTABLE TRUTH”
- 65. ”THE CONSUMERS”
- 67. 90% • They simply feel they don’t have time to care about you enough to have their own opinion • They trust others when it comes to your brand • They are not willing to participate in your programs, but they are more than willing to buy your product if it seems to solve the job they needs to get done CONSUMERS
- 68. CONSUMERS
- 72. TIME ACCESS ENTERTAINMENT 1 9 90 CO-CREATE CURATE/OPINIONS CONSUME
- 73. step THREE: ACTIVATE YOUR NETWORK
- 74. 5 C’s of Viral Marketing HOW TO MAKE SOMETHING VIRAL
- 76. CREATIVITY STORY ABOUT THE STORY
- 78. 1. They created a video that would appeal to anyone who saw it 2. They made it relevant for a lot of journalists by creating ”stories about the story” that enabled them to put it in their paper 3. Launched by making it seem as though it was popular ”we got 6 million views in 3 days”
- 79. Story ABOUT THE story
- 82. SOME WORK SOME DON’T
- 83. WHAT THE EFFECT IS
- 84. 3Next Month…
- 85. KAAVE POUR
- 86. Conversational Interfaces & AI November 28th.
- 87. Thank you.