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Viral PR - The secrets

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Chartered Institute of Public Relations
Chartered Institute of Public Relations
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Viral PR: the secrets Simon Collister | we are social 23 rd September 2010
What is ‘Viral PR’?
We all want it for our clients…
The reality?
The reality “ I see, at least once a month if not once a week, a slide in an agency presentation with the header of ‘Viral Video Concepts.’ We have viral video chart sites tracking top YouTube videos, books on how to create viral videos, seminars, and webinars, and marketers still don’t fundamentally understand what the hell they’re talking about.” Source: http://whatconsumesme.com/2009/posts-ive-written/will-i-share-your-branded-content
What is Viral PR? ,[object Object],[object Object]
So what’s the missing ingredient?
 
SOCIAL INTERACTION
What’s driving the viral phenomenon?
Social media ,[object Object]
What’s social media? Ask Wikipedia! Social media has a number of characteristics that make it fundamentally different from traditional media such as newspapers [&] television … social media depends on interactions between people as the discussion and integration of words builds shared-meaning, using technology as a conduit. “ ”
The Rise of the Social Age of Deference Age of Reference
Adoption of ‘spreadable media’
(by everyone)
How this looks for communicators Traditional PR & Marketing Digital PR & Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Behold, the *new* news cycle social media
Listen ,[object Object],[object Object],[object Object]
Create a conversation taxonomy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Or get Google to help…
Apply some Boolean search AND OR NOT ” adult learning” AND careers ” adult learning” OR careers “ adult learning” NOT careers ” adult learning” AND careers OR jobs
And some powerful search tools
(or free ones) http://search.twitter.com
Understand ,[object Object],Themes Trends Sentiment Influence
A word about search tools… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measure influence ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Engaging: the fundamentals ,[object Object],[object Object]
Adopt the right approach ,[object Object],[object Object],[object Object],[object Object]
This is what happens if you don’t…
The trigger
Negative response fueled the fire
All over in 48 hours (almost)
Impacting the share price
Two months later
Create content with value ,[object Object],[object Object],[object Object],[object Object],[object Object]
Case studies Some examples and analysis of Good (and Bad) examples of “viral PR”
Marmite XO ,[object Object],[object Object],[object Object]
Watch this…
Eurostar Managing a viral crisis through real-time conversation monitoring and engagement
 
Normal circumstances
We woke up one Saturday morning
To find negative “viral PR”
And competitor activity
We responded openly
Responding in action
Driving positive results
Driving positive results
Using the media
And Facebook
In summary…
The Viral Effect
Questions? [email_address] http://twitter.com/simoncollister www.simoncollister.com

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Viral PR - The secrets