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# viral sucks

#viralsucks
Hi, I’m Craig.
!

Craig Key
@craigsanatomy
!

Media Director
@space150
#viralsucks
the “v” word

#viralsucks
viral

#viralsucks
i work in digital
marketing.
!

(worse: social media marketing)
!

(for grandparents: we make internet)

#viralsucks
social graph / trending /
likes / fans / brand
advocates / viral / word of
mouthbuzzwords
/ loyalty / peer-topeer/ super-fans /
relationships / followers /
influencers / evangelists
#viralsucks
social graph / tredning /
likes / fans / brand
advocates / viral / word of
mouthbuzzwords
/ loyalty / peer-topeer/ super-fans /
relationships / followers /
influencers / evangelists
#viralsucks
# viral sucks

#viralsucks
[translation]
huge expectations
tiny budget

“let’s social
old spice the
viral hashtag
on face-tube”

#viralsucks
early
viral
videos:

happened when there
was a fraction of the
content being added
as there is today.
#viralsucks
source:source: http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013
viral mindset
luck > planning

#viralsucks
viral mindset
witty > strategic

#viralsucks
viral

tries to start a forest fire,
by flicking a match at a
pile of sticks

+

≠
#viralsucks
viral

is an outcome,
not a strategy.

#viralsucks
viral

IS NOT YOUR
STRATEGY

#viralsucks
lottery

IS NOT YOUR
RETIREMENT
STRATEGY
#viralsucks
viral #fails

#viralsucks
Harlem Shake!
title 2.9M Videos
goes here

#viralsucks
Harlem Shake!
title goes here
Brandsplosion

#viralsucks
stated
goal:

build product
awareness among
tech-savvy
“prosumers”
#viralsucks
delivered
results:

25 events globally
100s of branded videos
2x search volume
+100k video views
owned “powerpoint
karaoke” SEO rankings
#viralsucks
unstated
expect
ations:

put client’s face on the front
page of Ad Age, Adweek,
Mashable, TechCrunch and
PSFK; win all the awards
there are to win in
advertising.
#viralsucks
our
#fail:

pitched using buzzwords
relied 100% on “organic” dist.
did not align biz & digital metrics

#viralsucks
yeah but...

“we really need
a big viral to get
our google+ up”

#viralsucks
viral #wins

#viralsucks
Gangam Style
1.9B Views

#viralsucks
Gangam
Style
1.9B Views

Famous
Korea’s Got
Talent

Famous
Comedian

Famous
Pop-Star
#viralsucks
other
stuff:

2.5M YouTube subscribers
1.6B Views (pre Gangam)
Scooter Braun power-pop
PR engine

#viralsucks
source: http://www.10yetis.co.uk/how-gangnam-style-went-viral.html
what about
brands?
distribution | failure | newsfeed
#viralsucks
#1) Content + Distribution

#viralsucks
“If content is king then
distribution is its powerful
Lady Macbethian wife.”
!

-Yuri Baronovsky
Happy Little Guillotine Studios

#viralsucks
brands as publishers

#viralsucks
are not
[most] brands very good
publishers
#viralsucks
how do publishers build
their brands?
#viralsucks
of production
50% budget on
marketing
#viralsucks
source:source: http://anzmac2010.org/proceedings/pdf/anzmac10Final00336.pdf
“50% of a programs’ success comes
from the quality of the show; the other
50% comes from how it is promoted.”
!

-Fred Silverman
TV Executive (ABC, CBS, NBC)
#viralsucks
source: http://anzmac2010.org/proceedings/pdf/anzmac10Final00336.pdf
Takeaway:
!

Brands making great content,
have only finished half the job
of publishing.
!

#viralsucks
#2) Learn from failure

#viralsucks
top branded video
last month:
50M Views

#viralsucks
top branded video
last month:
50M views

B-Dubs®
monthly reach
on Facebook:
50M people

#viralsucks
how did we get there?
planning
testing, learning
failing, improving
posting every day,
every week, every month
#viralsucks
Yo
u

er
co
l

CONTENT PERFORMANCE
de

a

m

llic

iu

.30%

tb
a

on

m

u

.40%

Fo
o

Fa
n

en

M

es

ia

ns

Tr
iv

ot
io

G
am

om

Pr

E
Ho ven
lid ts/
ay

th Sp
e
C r a rk
av
in
g

Se Sau
as ce
on s &
in
gs

So
c
Fe ial
at Me
ur d
es ia

y

ho

St
or

/A
l

W
W

rB

Be

BW
W

content team: art & science
December

.35%

January

.25%

.20%

.15%

.10%

.05%

.00%

#viralsucks
getting the right timing

#viralsucks
down to the hour
Average Post Score*

Average Impressions per Post

450!

12,000 !

400!

10,000 !

350!
300!

8,000 !

250!

6,000 !

200!

Ave

150!

4,000 !

100!

2,000 !

50!
0!

Ave

8:00am!

9:00am! 10:00am! 11:00am! 12:00pm! 1:00pm!

2:00pm!

3:00pm!

4:00pm!

5:00pm!

6:00pm!

7:00pm!

8:00pm!

9:00pm!

- !

#viralsucks
Takeaway:
!

Small changes every day will have
much greater impact than trying to
make the world’s best post.
!

#viralsucks
#3) Own the newsfeed.

#viralsucks
#viralsucks
Jack Link’s
#tricksasquatch
Our Goal:
Increase fans;
surprise and
delight those who
engage
#viralsucks
brand
assets:

1MM Fans
10k+ Followers
Iconic Character
!

#viralsucks
working
assets:

10 Props
3 Creatives
1 Sasquatch (Masquatch)
1 iPhone

#viralsucks
#viralsucks
Used owned channels to reach
loyal fans (Facebook, Twitter, Email)

#viralsucks
Engaged Celebrities and Brands
Bubbles

Mall of America

SmartWool

Trailer Park Boys
88,971 Followers

Shopping Mall
28,689 Followers

Apparel Company
15,090 Followers

Tavarres King

James “Bobo” Fay

Ranae Holland

Finding Bigfoot
19,574 Followers

Finding Bigfoot
12,132 Followers

Carolina Panthers
27,118 Followers

James “Cowboy” Storm
Professional Wrestler
144,506 Followers

52

#viralsucks
James “Cowboy” Storm
Professional Wrestler
144,506 Followers

53

#viralsucks
our push:
Social ads
targeted at fans,
and their interests,
amplified by
newsfeed stories.

spaceScore:
/ Horror
/ Science Fiction
& Fantasy

/ Theme Parks
/ Skiing &
Snowboarding
/ Action Sports

/ Motorsports &
NASCAR

*partner category provided by Datalogix

/ Hunting
/ Shooter Games
/ Action Games
/ Adventure Games

/ Camping & RVs
/ Fishing

/ Fast Food
/ Soft Drinks

54

#viralsucks
Confidential and Proprietary space150 ©2013
real time process:

Media Planner
Push

Copywriter
Write

>

>

>

Designer
Make

#viralsucks
delivered
results:

1500+ answers
250 personal responses
2x Facebook comments
4x Twitter mentions
+100k fans

#viralsucks
Takeaway:
!

Don’t just make digital
experiences, make digital stories.
!

#viralsucks
in conclusion:
content+distribution
learn from failure
own the newsfeed

“i really think
we can uberpinterest the
word of mouth”

#viralsucks
# viral sucks
thank you
#viralsucks
# viral sucks
Questions?
!

@craigsanatomy
@space150
#viralsucks

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