It’s the absolute worst word that can come out of someone’s mouth. Whether a colleague, boss, client, or a doctor, if you hear the word “viral” you’re in trouble. Someone probably read "The Tipping Point" but skipped "The Outliers," or read the Cliff’s Notes on "Groundswell" and completely missed the point. Someone that thinks that all we need is for “that one idea” that is so funny, so clever, or so disruptive (without actually changing the way we’ve always done business, of course) that it will [gulp] “go viral” and our sales will go through the roof. “Go” and “viral” rarely belong in the same sentence. This session explored unrealistic expectations, poor planning, and the belief that being really clever and hoping to get lucky trumps being really strategic and working hard to make success happen #viralsucks.
10. 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
22. 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
35. of production
50% budget on
marketing
#viralsucks
source:source: http://anzmac2010.org/proceedings/pdf/anzmac10Final00336.pdf
36. “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
51. Used owned channels to reach
loyal fans (Facebook, Twitter, Email)
#viralsucks
52. 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