I applied for Social Media Editor at BuzzFeed Brazil. During the process of construction of texts and sharing strategies for my application, I ended up learning a lot about viral content, which share this ppt.

1. Hilário Júnior, Applying for Social Media Editor

2. Who?
Hilário Júnior, 31 years old. Specialist in strategic planning for
digital media and social networks, graduated in Advertising and
post-graduated in Digital Marketing. Large experience in social
media marketing for artists, musical groups, theater companies,
film companies, public people, politicians and companies of several
types of industries. Working with digital media and social networks
since 2007.

3. The Challenge
To create a special content for BuzzFeed. Viral, fun
and/or special content about current events. The idea is
to draw attention of the audience and site's editors to my
resume.
For this challenge I created a strategy that can be
explaned in 4 steps:
1) First ideas and post’s creation;
2) Content Dissemination in different channels
3) Content activation with influential people and / or
using impact strategies
4) buzz monitoring and impact of the posts
monitoring.

4. First ideas and post’s creation.
- Viral content (or share friendly) is preferred
- Trending Topics take the place of the previously thought posts
- The contents were thought by platform: What content would be better on
which platform?
Three themes originally thought
- Dubsmashes - Taking advantage of video sharing numbers on social
networks. Distribution Focus: Whatsapp + instagram (via hashtag
#dubsmashbfb) [70% of Brazilian Internet is originated from mobile devices ]
+ Facebook
- SPFW + Gisele Bundchen - The last runway presentation of the Übermodel
would be "the subject" on social networks during Wednesday. Distribution
focus on Vine + Twitter + Facebook.
- Political Quiz about the PL 4330/2004, which is currently being voted by the
Brazilian Chamber of Deputies. Distribution focus on Twitter and Facebook.

5. Goals:
Target Audience goal: 100
thousand views on
BuzzFeed Dashboard.
Reach target goal : 1
million people reached on
social networks

6. The surprise factor
On Sunday morning, as I began the production of the posts, I saw
Father Fabio de Melo posting on Twitter in favor of the LGBTQ
community. My first impulse was to compile the twitter posts and put
them on my facebook.
2 minutes after I had done it, I realized it was a great opportunity to
make a spontaneous content to BuzzFeed and start from there to test
the strategy that had thought for the content.

7. The First Post: The non-planned post
Total audience: + 50k views on BuzzFeed’s website
Social reach: + 1 million people reached in social networks
(Conservative Count)

8. I had no access to BuzzFeed’s social channels to spread my
post about Father Fabio in the Community, so I activated some
influential keys who know about this topic and they shared the
story.
My post in the Community was the first post "in the press" that
would be shared, and the urgency of the scoop in this case
were the difference for the post. And so it was...

10. The post spreaded quickly, and it helped to specially draw the
attention of BuzzFeed's competitors, who spent hours without
"giving importance" to the story of Father Fabio.
In less than 2 hours of posting it had already more than 500
shares in networks and over 400 comments. 24h after the post
was already in BuzzFeed Brazils homepage (I was the first to
bring up the story;-)) and it had already reached the target
range of posts and nearly 50% of views from the previous goal.

11. Encouraged by the Father Fabio post and its results, I created
the Dubsmash post . All my strategy for this post could fall if
someone in Brazilian BuzzFeed had published something similar
on Monday morning on their page.
I selected the 20 funniest dubsmashes I saw on my network
and I recorded one to be shared by whatsapp. The thing needed
to be funny and shareable. And so I came up with the idea of
google voice…
The second post: Dubsmash

12. Link to the post:
https://www.facebook.com/metheoro/videos/10155443510145068/

13. Although it was posted on my facebook and instagram, the idea
for this video was that he had a good acceptance and it was
shared by Whatsapp to my friends (a total of 900 contacts on
Whatsapp)
Through a transmission list in the app, I sent to all 900 contacts
and I had very interesting returns ...

15. In a few minutes the link had over 1000 views and one of my
friends said the post was on the International Buzzfeed
facebook profile.
Even without entering the Brazilian BuzzFeed’s home page, the
post reached more than 50,000 views on BuzzFeed’s site, had
more than 3,000 shares on social networks and spawned an
entire parallel universe of memes from it ...

16. Total audience: + 50k views on BuzzFeed’s website
Social reach: Directly, it reached + 400k people by direct posts,
but with the indirect posts those numbers grew a lot.

17. Link to the post:
https://www.facebook.com/VideosEmInsta/videos/491859427646943/
More than 3 millions views.

18. All of the videos of my list, turned into awesome 5 minutes
video memes and more than 40,000 shares (conservative
count).
Now think about a BuzzFeed owner content meme turning and
being remixed, as well as the Blue and Black / White and Gold
dress? ;-)

19. In addition, we generated more than 400 mentions in Instagram
with the hashtag #dubsmashbfb and more than 100 e-mails
with links and dubsmash videos, getting over more than 500
spontaneous participations.

20. SPFW + Gisele Bündchen
Total audience: + 6k views on BuzzFeed’s website
Social reach: + 90,000 loops in the Vine.

21. Fashion is niche, and despite of Gisele being a celebrity in
Brazil, Fashion Week does not call as much attention now as it
did a few years ago. To do better, I invited celebrities who were
passing by the event, to walk (or try to) just like Gisele.
The idea was not only to try and make them share in the post
(as indeed happened to some) but also to draw people's
attention to Vine. And so we increased the number of loops in
my personal vine from 1,200 to over 90,000.

22. My vine: http://vine.co/metheoro

23. Now think about this: Would an original content on BuzzFeed
Brazil for Vine be successful? :) Remember that the Vine
community in Brazil is huge, and has some celebrities on it.
https://vine.co/u/977095374911295488
Remember also what BuzzFeed’s CEO said about the actual
content: http://techcrunch.com/2015/03/16/a-lot-more-views-
than-clicks-out-there/

24. Political View
Total audience: + 5k views on BuzzFeed’s website
Social reach: + 400k people reached on the social networks
(conservative count)

25. Speaking about protests, Brazilian Buzzfeed covered some
events, but there wasn’t any mention about the PL 4330/2004,
which talks about outsourcing labor relations.
For this post, I made a quiz about what BuzzFeed readers think
of outsourcing work, putting an argument in favor and one
against, and played in my timeline. The quiz was shared by
Dilma Bolada ( I sent the link to its creator), Mrs Jandira Feghali
and hundreds of people ...

27. More than 3,000 votes in the poll, but the big thing is that
people´s participation on Jandira and Dilma Bolada’s facebook
pages where huge. They commented on the content and turned
it into a living thing.
Those discussions were generated,once again, because of a
content posted on BuzzFeed Community by me.

28. This is the end...
More than 2 million people reached with the posts on social
networks (conservative count)
Over 100,000 views of the posts on BuzzFeed site
More than 3000 comments on social networks and posts
(conservative count)

29. … or this is the beginning of the rest of my life
Facebook.com/metheoro
Twitter.com/metheoro
Instagram.com/metheoro
Vine.co/metheoro
Snapchat: metheoro
E-mail: contatohilario@gmail.com
Revisão do texto: Flavimar Diniz e Joana Tabosa