How to make viral promotions- 9 mantras direct from the Marketing Yogi!

1. Rabies Virus Rabid dog A Sad Story Really.

2. Video/ Online Promotion Viral Content Active Social Media members Viral Carriers A Success Story Really.

3. How to make VIRAL Promotions? - ByMarketingYogi http://www.linkedin.com/in/hemanththiru Twitter: @hemanththiru http://hemanththiru.blogspot.com

5. Factors contributing to virality

6. 9 Mantras to make viral promotions

7. Pitfalls © MarketingYogiHemanthThiru

8. Viral Marketing- Analogy Viral Marketingis a technique with which a promotion is let to spread exponentially by getting passed on from consumer to consumer, leveraging social media networks. © MarketingYogiHemanthThiru

9. Factors contributing to Virality Pass-along-appeal of content Content is King Interesting enough to be forwarded (likeability) Medium of propagation Sharer’s network’s size and activeness of their network Ease of sharing Conspicuous and Easy CTA © MarketingYogi Hemanth Thiru

10. 9 Mantras to make viral promotions Direct from MarketingYogi

11. Mantra #1 Keep it short Multitasking generation with ADHD Optimal length (video: 2-3 minutes, concise blog: 3-4 paragraphs) © MarketingYogiHemanthThiru

12. Mantra #2 To make them share: Should resonate with the audience Should be edgy Should be shocking Should stir up emotion- laugh or cry Should NOT be overly promotional © MarketingYogiHemanthThiru

13. Mantra #3 Once the promotion is ready, start “seeding” it Comment on relevant blogs, groups, video sites, Facebook pages, email lists, with promo links Media fragmentation is good sometimes Great Synergyamong Social media sites! © MarketingYogiHemanthThiru

14. Mantra #4 © MarketingYogiHemanthThiru Relevance is key. Interesting and relevant is viral; Irrelevant is spam, though interesting.

15. Mantra #5 Make it easily accessible. Effective Keywords, titles and image captions. Optimize search results. © MarketingYogiHemanthThiru

16. Mantra #6 Use relevant celebrities in the promotions; they are effective message carriers likeability is higher © MarketingYogiHemanthThiru

17. Mantra #7 For virality and buzz, make promotions re-mixable or customizable; Encourage user- generated content © MarketingYogiHemanthThiru

18. Mantra #8 Sometimes ‘heated comments’ are good! Keeps the ball rolling. But look out for controversies and black listing! © MarketingYogiHemanthThiru

19. Mantra #9 Use a Data-driven strategy Use Analytics to understand the sites that are driving the most shares, what demographics are sharing the most, average view time per video Monitor, listen, measure and engage Adapt accordingly © MarketingYogiHemanthThiru

20. Pitfalls Retention of brand may be less; less brand recall No. of views may not equate to sales; Audience different from target market, different geography Brand spoofing may help virality, but could also affect the brand © MarketingYogiHemanthThiru

21. Be rabid. Go viral. ©‘MarketingYogi’ HemanthThiru http://www.linkedin.com/in/hemanththiru Twitter: @hemanththiru http://hemanththiru.blogspot.com © MarketingYogiHemanthThiru

22. Appendix- Maximum views on YouTube © MarketingYogiHemanthThiru

23. Insights from successful viral promotions -1 Cadbury’s Gorilla http://www.youtube.com/watch?v=TnzFRV1LwIo Spoof video: (Bonnie Tyler: http://www.youtube.com/watch?v=Ow_o78zjo14&feature=related) Encourage users to customize and remix videos Tippex http://www.youtube.com/watch?v=4ba1BqJ4S2M Good interactive viral video. But does it connect to the brand? But the audience may not be able to recall the brand. Knorr’s Sidekicks http://www.youtube.com/watch?v=AYTkn1w8HUI&feature=related Are viewers taken away from the brand message to the emotional Salty character? © MarketingYogiHemanthThiru

24. Christian the lion http://www.youtube.com/watch?v=pNv2A4Kfx4k&feature=related http://www.youtube.com/watch?v=cvCjyWp3rEk&feature=related Stirring up emotion is a good way to connect and make audience share SouthPark YouTube episode http://www.youtube.com/watch?v=idZOVqdcqno&feature=related Bring PR from traditional TV to social media Dramatic Look (of a hamster) http://www.youtube.com/watch?v=y8Kyi0WNg40&feature=related Original: http://www.youtube.com/watch?v=dhy0tIbGs_0&NR=1 Most of the viral videos are user generated. How to make a user generate a +ve viral video for a brand? But can only user-created content go viral? Insights from successful viral promotions -2 © MarketingYogiHemanthThiru

25. The Sneezing baby panda (98 million views) http://www.youtube.com/watch?v=FzRH3iTQPrk&feature=related Can marketers turn it around and make a spoof out of this user-created video, and connect it to their brand? Will it work? Laughing baby (162 million views!) http://www.youtube.com/watch?v=5P6UU6m3cqk&feature=related Video with the maximum number of hits. But can marketers turn it around and make a spoof out of this user-created video, and connect it to their brand? Will it work? Heineken commercial http://www.youtube.com/watch?v=S1ZZreXEqSY Proves that ads created by marketers can go viral too. Very good connection between the promotion and the brand; message retention and brand recall are possible; not overly promotional, but subtle, optimal retention of brand logo at the end. Insights from successful viral promotions -3 © MarketingYogiHemanthThiru