Strategy viral advice from the creators of texts fromhillary
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of the meme. We didn't care about people stealing our idea. We cared more about people feeling as though they were
part of the joke.
Even President Barack Obama got in on the act during a Rolling Stone interview and again at the White House
Correspondents' dinner.
3. Kindle the fire
To say we didn't want the site to take off would be lying. We are both communications professionals (Stacy works as an
editor at BuzzFeed and formerly worked at the Rosslyn, VAbased cleantech PR firm Tigercomm; Adam at the DC
based Public Campaign Action Fund), and we have built networks across several social media platforms. Once we saw
the initial reaction to the site, we knew we should take ownership of it and pass it around.
We created a Twitter account to help feed traffic to the Tumblr site and started sending notes to friendly reporters with a
simple message: This is a lighthearted joke created over drinks and meant for a laugh. That is a basic form of attention
generation specialty at Tigercomm.
4. Don't be afraid to stop
Mainly out of necessity, but also to preserve our brand, we knew the site needed to come to an end. It was hard to walk
away from more than 83,000 shares on Facebook, 8,400 followers on Twitter, and more than 47,000 followers on
Tumblr... but we had to.
Luckily, we were handed the perfect setup when Secretary Hillary Clinton reached out to us with her own submission.
From that point, we devised an exit strategy, and stuck to it. The people who run the best campaigns recognize when
they've reached their goal(s). Our goal was to have fun—and texting with Hillary was the highlight!
* * *
Though we are the first to admit this is somewhat of an extreme example, the four steps in this article can easily be
applied to any communications or marketing campaign. The key is to recognize the nature of the Internet. Things explode
one day, and quickly die out the next. However, maximizing the time while you have it is what counts.
Consumers are quick to recognize when ideas are forced, but they do respond to genuine ideas. Whether its advocacy or
B2B, the Internet affords everyone the room to create buzz and attention.
Stacy Lambe is pop culture editor at BuzzFeed, a memecentric social news site. Adam Smith is communications
director at Public Campaign Action Fund, a nonprofit, nonpartisan organization dedicated to improving America’s
campaign finance laws.
Strategic Marketing Management Executive Education program. Provides conceptual
framework for fundamentals of marketing: develop, implement, evaluate and benchmark strategic
marketing plans. Chicago Booth world class faculty. Download brochure and ROI white paper.
You may also like:
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Strategy viral advice from the creators of texts fromhillary
- 1. 5/16/12 Strategy ‑ Viral Advice From the Creators of TextsFromHillary.com : MarketingProfs Article 1/4www.marketingprofs.com/articles/2012/7893/viral‑advice‑from‑the‑creators‑of‑textsfromhillarycom?ad… Member Login | About Us | Become a Member | Contact Us Join Over 434,000 Marketing Professionals Search Resources Home Daily Posts HowTo Articles Case Studies Online Seminars Take 10 Guides and Reports (0) itemsMy Cart Text: A AEmail Print Save sponsored by: Booth School of Business Viral Advice From the Creators of TextsFromHillary.com by Stacy Lambe, Adam Smith Published on May 16, 2012 0 Tags: Content, Marketing Strategy, Social Media In this article, you'll learn... Four key tips on becoming a viral Internet sensation A detailed example of how Texts From Hillary went viral One guarantee with the Internet is that you have no guarantee any campaign will take off. Knowing whether something will become a success, let alone a viral sensation, is even harder. In fact, the best ones aren't always planned. And that was precisely the case for Texts From Hillary. When conceived over drinks one night after work, the idea behind the site was to create something genuinely funny for our friends. We didn't know it would take off like it did, but once we realized it was happening we took the following four steps to make sure it took off in the right direction. 1. Keep it simple The Internet loves simple ideas. The best memes boil a concept down to the lowest and mostapproachable common denominator that allows any consumer to easily get in on the joke and share it with others. Texts From Hillary was built around the concept of Secretary of State Hillary Clinton's responding to texts messages from various politicians and celebrities. That was the extent of the meme. We left everything else open to interpretation. Adding any additional context would have left people out or turned others off. 2. Encourage participation Because the idea was simple, it was approachable enough for people to contribute and participate in their own way. We opened the site up to submissions and posted our favorite usercreated fictional texts, but we also encouraged people to run with their own ideas. Facebook and Twitter quickly become the hubs for people who wanted to get in on the joke and offer their interpretation your email here! Recent Posts Articles Case Studies Online Seminars Join the World's Largest Marketing Community IT'S FREE! Become a member to get the tools and knowledge you need to market smarter. we respect your privacy. Stay connected ... follow us! More on Strategy Senior Execs Consume Both Traditional and New ... Strategy Posted 3/12/2012 8:00:00 AM CMOs: Business Outlook Strong, Marketing Budgets Up Strategy Posted 3/5/2012 8:00:00 AM Inbound Marketing Leads Cost 61% Less Than ... Home Marketing Resources Online Seminars Events Research Store PRO Members Forum Blog Jobs University
- 2. 5/16/12 Strategy ‑ Viral Advice From the Creators of TextsFromHillary.com : MarketingProfs Article 2/4www.marketingprofs.com/articles/2012/7893/viral‑advice‑from‑the‑creators‑of‑textsfromhillarycom?ad… Rate this Log in to add a rating Overall rating Not yet rated 0 rating(s) Not a member? Sign up...it's free! of the meme. We didn't care about people stealing our idea. We cared more about people feeling as though they were part of the joke. Even President Barack Obama got in on the act during a Rolling Stone interview and again at the White House Correspondents' dinner. 3. Kindle the fire To say we didn't want the site to take off would be lying. We are both communications professionals (Stacy works as an editor at BuzzFeed and formerly worked at the Rosslyn, VAbased cleantech PR firm Tigercomm; Adam at the DC based Public Campaign Action Fund), and we have built networks across several social media platforms. Once we saw the initial reaction to the site, we knew we should take ownership of it and pass it around. We created a Twitter account to help feed traffic to the Tumblr site and started sending notes to friendly reporters with a simple message: This is a lighthearted joke created over drinks and meant for a laugh. That is a basic form of attention generation specialty at Tigercomm. 4. Don't be afraid to stop Mainly out of necessity, but also to preserve our brand, we knew the site needed to come to an end. It was hard to walk away from more than 83,000 shares on Facebook, 8,400 followers on Twitter, and more than 47,000 followers on Tumblr... but we had to. Luckily, we were handed the perfect setup when Secretary Hillary Clinton reached out to us with her own submission. From that point, we devised an exit strategy, and stuck to it. The people who run the best campaigns recognize when they've reached their goal(s). Our goal was to have fun—and texting with Hillary was the highlight! * * * Though we are the first to admit this is somewhat of an extreme example, the four steps in this article can easily be applied to any communications or marketing campaign. The key is to recognize the nature of the Internet. Things explode one day, and quickly die out the next. However, maximizing the time while you have it is what counts. Consumers are quick to recognize when ideas are forced, but they do respond to genuine ideas. Whether its advocacy or B2B, the Internet affords everyone the room to create buzz and attention. Stacy Lambe is pop culture editor at BuzzFeed, a memecentric social news site. Adam Smith is communications director at Public Campaign Action Fund, a nonprofit, nonpartisan organization dedicated to improving America’s campaign finance laws. Strategic Marketing Management Executive Education program. Provides conceptual framework for fundamentals of marketing: develop, implement, evaluate and benchmark strategic marketing plans. Chicago Booth world class faculty. Download brochure and ROI white paper. You may also like: Connect with MarketingProfs on Facebook NOTE: MarketingProfs does not allow its content to be lifted wholesale and republished elsewhere without a licensing agreement. For more information on copyright and licensing, see here. Sign up for MarketingProfs Today ... it's FREE! Get our best marketing tips daily—just enter your email address below to subscribe! your email here! 504 ShareShare Log in to add a comment! see all topics Strategy Posted 2/29/2012 8:00:00 AM How We Should Think About Marketing. A ... Strategy Posted 2/20/2012 12:00:00 PM SEE MORE DAILY POSTS Search by Topic MarketingProfs Today Get new marketing updates delivered to your inbox! Sign up for MarketingProfs Today for FREE! your email here! Get to the Po!nt Newsletters Bitesized topicspecific newsletters on B2B Marketing, Content Marketing, Email Marketing, Search Engine Marketing, Small Business, Social Media, This WILL Be on the Test and more. Sign up for one, two or all...for FREE!Four Typical Weaknesses of Case Studies [Slide Show] Three Tips for Getting Your Product on a Major Retailer's ... Mobile Marketing: A ThreeStep Framework for Integrating Mobile Into the ... Ad Copy Advertising B2B Marketing Benchmarking Blog Comments Blogging Brand Ambassadors Brand Awareness Brand Equity Brand Loyalty Brand Positioning Branding CAN-SPAM Career Management Case Studies Channel Marketing Chief Marketing Officer Collaboration Community Content Content Marketing Copywriting Creative Briefs Creativity CRM Customer Acquisition Customer Behavior Customer-Centric Customer Engagement Customer Experience 2Like
- 3. 5/16/12 Strategy ‑ Viral Advice From the Creators of TextsFromHillary.com : MarketingProfs Article 3/4www.marketingprofs.com/articles/2012/7893/viral‑advice‑from‑the‑creators‑of‑textsfromhillarycom?ad… JOIN OVER 434,000 MEMBERS ... SIGN UP! My email address is and I'd like my password to be . We hate spam as much as you do! See our privacy policy. ALREADY A MEMBER? SIGN IN! My email address is , and my password is . Remember me Forgot your password?
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