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Content Creation +
Viral Marketing
–
Why it matters and
how to do it right
BRIANNA
VIEIRA
Strategy Coordinator
Jack Morton Worldwide
@BriannaVieira
617.425.7293
www.briannavieira.com
@JackMorton
www.jackmorton.com
blog.jackmorton.com
BEN
GROSSMAN
VP, Strategy Director
Jack Morton Worldwide
@BenGrossman
617.752.1171
www.ben-grossman.com
@JackMorton
www.jackmorton.com
blog.jackmorton.com
The Creative Process
Experience Principles
Let’s
Chat
#1:
#2:
#3:
#4:
#5:
Definitions
The Landscape + Importance
Six Lessons from Viral
Brand Activity in 2014
The Creative Process
Experience Principles
Let’s
Chat
#1:
#2:
#3:
#4:
#5:
Definitions
The Landscape + Importance
Six Lessons from Viral
Brand Activity in 2014
How do we
define viral?
Definition 1: of relating to, or
caused by a virus.
Example: Chicken pox
vi·ral
vi·ral
Definition 2: when content is viewed and shared
millions of times within a community to increase
brand awareness.
Example: Cat videos
PR Advanced 2015: Content Creation & Viral Marketing
CATS
SUCCESS
VIRAL
SUCCESS
=VIRAL
SUCCESS
C A N
The Creative Process
Experience Principles
Let’s
Chat
#1:
#2:
#3:
#4:
#5:
Definitions
The Landscape + Importance
Six Lessons from Viral
Brand Activity in 2014
pieces of content are
shared each day.
27M
AOL
of global marketers plan
to increase or maintain
their digital marketing
spend in 2015.
84%
Salesforce
of marketers use social
media (the most common
content marketing tactic).
CMI
87%
Search +
social networks
are consumers’ preferred way
to discover new brands
and products.
Forrester
Forrester
of marketers take a
sophisticated approach to
measuring content performance
against customer segments.
12%
Virality.
Is: Isn’t:
Virality.
Is:
•  Broad
Isn’t:
Virality.
Is:
•  Broad
Isn’t:
•  Targeted
Virality.
Is:
•  Broad
•  Memorable
Isn’t:
•  Targeted
Virality.
Is:
•  Broad
•  Memorable
Isn’t:
•  Targeted
•  Always Branded
Virality.
Is:
•  Broad
•  Memorable
•  Risky
Isn’t:
•  Targeted
•  Always Branded
Virality.
Is:
•  Broad
•  Memorable
•  Risky
Isn’t:
•  Targeted
•  Always Branded
•  Managed
Virality.
Is:
•  Broad
•  Memorable
•  Risky
•  Popular
Isn’t:
•  Targeted
•  Always Branded
•  Managed
Virality.
Is:
•  Broad
•  Memorable
•  Risky
•  Popular
Isn’t:
•  Targeted
•  Always Branded
•  Managed
•  Right Every Time
Virality.
Is:
•  Broad
•  Memorable
•  Risky
•  Popular
•  Possible
Isn’t:
•  Targeted
•  Always Branded
•  Managed
•  Right Every Time
Virality.
Is:
•  Broad
•  Memorable
•  Risky
•  Popular
•  Possible
Isn’t:
•  Targeted
•  Always Branded
•  Managed
•  Right Every Time
•  Easy
The Creative Process
Experience Principles
Let’s
Chat
#1:
#2:
#3:
#4:
#5:
Definitions
The Landscape + Importance
Six Lessons from Viral
Brand Activity in 2014
LESSON #1
BRAND VALUE
TRUMPS VIRALITY
PR Advanced 2015: Content Creation & Viral Marketing
Eaton My IT Empire
Infographics
To be successful, content does not have to “go
viral” in a traditional sense. Instead, brands should
start by defining their business objective, then
deciding how content, the way it’s created and
how it’s distributed meets that objective.
Instead of creating content that is absorbed by the
audience one-way, or simply commented on, Eaton
made the target audience content creators
themselves. An infographic wizard asked
professionals about their IT infrastructure, their
personality and their jobs, then visualized it in a
powerful, shareable infographic.
We increased familiarity with the brand by 34%
and sent them evergreen posters they will be proud
to hang in their offices – generating additional
impressions and top-of mind status.
LESSON #1
BRAND VALUE
TRUMPS VIRALITY
•  Don’t assume you have to reach millions of people to be
successful – sometimes highly targeted content trumps
millions of views.
•  Consider how to make your content an experience, instead
of just a consumable.
•  Define clear business value-driven objectives at the start of
your initiative. “Going viral” doesn’t count as a business
objective.
LESSON #2
CONTENT THAT CAPTURES
MORE THAN ATTENTION
PR Advanced 2015: Content Creation & Viral Marketing
PR Advanced 2015: Content Creation & Viral Marketing
MINI USA Lost &
Found
While ‘viral’ content of the past has been focused
on capturing the attention of users and their
friends, today, content is capable of much more.
Brands are getting ahead by creating content that
captures more than a like, comment or share:
they’re capturing leads.
As a way to activate partnerships with other like-
minded brands, MINI USA has created a fantasy
“Lost & Found” where items supposedly left behind
after test drives go to be claimed.
The brand posts “lost” items to its social channels
and partners post them to their unique social
audiences as well. Users then not only are exposed
to interesting content, but actually encouraged to
claim the items for a chance to win them.
In order to claim items, MINI USA captures the
individual’s contact information and thus also
captures them as a prospective car buyer.
LESSON #2
CONTENT THAT CAPTURES
MORE THAN ATTENTION
•  Consider how content can help you capture more than
soft social metrics.
•  Identify like-minded partners that can help expose your
brand to new, strategic audiences.
•  Content is most powerful for brands when it is attached to
a clear call-to-action (CTA) that gives consumers an
obvious next step.
LESSON #3
VALUE PROPOSITION
PROMPTS PASS-ALONG
PR Advanced 2015: Content Creation & Viral Marketing
T-Mobile – Big 7th
Consumers pass along content to help it go viral
when brands strike a chord with the value
proposition of taking that action. In other words,
“What’s in it for me?” For some content, simply
sharing a funny or poignant piece of content that
friends will want to talk about is enough. However,
to grease the wheels, some brands find new ways
to add value to consumers in exchange for their
willingness to share content.
When T-Mobile wanted to own a moment during
the World Series, Jack created an initiative to
appeal to a tradition fans already know and love:
the seventh inning stretch.
Consumers and major digital influencers were
invited to be part of the biggest seventh inning
stretch ever (valuable in and of itself), but then
increased value further by giving them a chance to
appear in a T-Mobile commercial during the World
Series, singing “Take Me Out To The Ballgame.”
Consumers cared and shared, because of the
organic fit of the idea and the high value
proposition that participating, then sharing the
final user-generated commercial represented.
VALUE PROPOSITION
PROMPTS PASS-ALONG
LESSON #3
•  Think about efficient ways to recognized large audiences.
•  Engineer content where the audience becomes invested in
propelling content forward.
•  Don’t just post and hope – use relationships with
influencers with established audiences to ensure that
content has advocates from the beginning.
LESSON #4
SOCIAL REACH THROUGH
SOCIAL CAUSES
LESSON #4
SOCIAL REACH THROUGH
SOCIAL CAUSES
LESSON #4
SOCIAL REACH THROUGH
SOCIAL CAUSES
Always #LikeAGirl
There are several ways to encourage pass-along
and, thus, virality ranging from humor to shock
value. One of the best ways to ensure share-ability
to align with a social cause that an audience cares
about.
When Always wanted to win the hearts women
everywhere, it created an emotive TV spot makes a
provocative, yet easy to support statement about
how society raises girls and how they see
themselves.
By accompanying the commercial with a simple
hashtag and launching it widely during the Super
Bowl, when a lot of buzz is about commercials
themselves, Always increased its chances at
virality.
The combination between a highly social period of
time and a socially relevant topic struck gold for
the brand, though some consumers misconstrued
the commercial as an initiative from Dove.
LESSON #4
SOCIAL REACH THROUGH
SOCIAL CAUSES
•  Social causes can be powerful sharing motivators,
especially combined with the right audience and right
timeframe.
•  Because brand association can be weak in viral videos,
differentiation and strong brand ties are important.
•  Consider how your content touches people in a way that
motivates them to share your content as a reflection of
who they are as a person.
LESSON #5
PARTNERSHIPS
ENERGIZE CAUSES
PR Advanced 2015: Content Creation & Viral Marketing
GoPro’s Video
Content
Sometimes, content partners can speak to the value
of brands in a way that is better or fresher than the
way brands can represent themselves. In addition,
sometimes these partners bring new audiences to
brands which they never would have had access to
before.
GoPro could focus its content on the many
technical features of the camera, but instead the
company engages content partners to do what
they’re good at: using the device in amazing
ways.
Through GoPro’s video content, the brand
essentially uses content production experts to
demonstrate the plethora of uses for the device,
bringing unique audiences and perspectives to the
brand’s communications.
GoPro’s content creator strategy, combined with
likable, Internet-friendly topics, including dogs with
sticks, firefighters saving kittens and most recently
dub stepping owls maintains a high level of
ongoing virality.
LESSON #5
PARTNERSHIPS
ENERGIZE CAUSES
•  Consider what partners have desirable audiences and
something to offer your brand.
•  Create sustainable content strategies that engage
audiences in the long-term in a serialized manner, instead
of as a one-off.
•  Be open to partners bringing their expertise and personal
style to the table – they often already know what their
audiences respond to.
LESSON #6
KNOW MECHANIC
NIRVANA
PR Advanced 2015: Content Creation & Viral Marketing
ALS Ice Bucket
Challenge
Sometimes, the technical mechanics of how an
initiative works is as or more important than the
creative idea itself. In an extraordinarily
complicated media landscape filled with
technicalities, it can pay off to have perfectly
balanced initiative inner-workings.
Heralded as one of the most successful viral
movements in 2014, it is important to remember
that the Ice Bucket Challenge was an organic
movement – not one engineered to be as big as it
became.
In a happy accident, ALS nailed perfect mechanics
for the promotion through four things. First, heavy
reliance on video at a time when Facebook is
favoring video and video creation through
smartphones is at an all-time high. Second, an
unusual act that has a low-barrier to entry and high
entertainment value. Third, public pass along and
shaming of friends to get involved. Fourth,
widespread support from influencers with a very
specific request.
The results were astounding – even though many
didn’t donate money, the reach was so great that
many did.
LESSON #6
KNOW MECHANIC
NIRVANA
•  Think	
  carefully	
  about	
  how	
  something	
  will	
  actually	
  work,	
  
aligning	
  closely	
  with	
  consumer	
  technographics	
  and	
  behavior.	
  	
  
•  Understand	
  that	
  viral	
  is	
  hard	
  to	
  create	
  –	
  the	
  ALS	
  ini@a@ve	
  was	
  
an	
  organic	
  happening,	
  not	
  a	
  marke@ng	
  campaign	
  with	
  a	
  
master	
  plan.	
  
•  Grab	
  a	
  first	
  mover	
  advantage	
  when	
  you	
  can.	
  Be	
  willing	
  to	
  take	
  
risks	
  –	
  ALS	
  was	
  first	
  to	
  market	
  with	
  an	
  ini@a@ve	
  like	
  this.	
  
Other	
  brands	
  will	
  try	
  to	
  replicate	
  this	
  success	
  and	
  there	
  will	
  
be	
  diminishing	
  turns.	
  	
  
The Creative Process
Experience Principles
Let’s
Chat
#1:
#2:
#3:
#4:
#5:
Definitions
The Landscape + Importance
Six Lessons from Viral
Brand Activity in 2014
Creative Process / PIE2
_
Creative Process / PIE2
_
PROBLEM à POINT OF VIEWP =
Creative Process / PIE2
_
P =
I = INSIGHTS IMPLICATIONS à IDEA
PROBLEM à POINT OF VIEW
Creative Process / PIE2
_
P =
I =
E = EXPERIENCE à EXECUTION
INSIGHTS IMPLICATIONS à IDEA
PROBLEM à POINT OF VIEW
The Creative Process
Experience Principles
Let’s
Chat
#1:
#2:
#3:
#4:
#5:
Definitions
The Landscape + Importance
Six Lessons from Viral
Brand Activity in 2014
BRAND EXPERIENCE
PRINCIPLES
•  INSPIRE SHARING
•  ADD VALUE
•  ON (NOT IN) THE WAY
•  ENGAGE ALL
•  USER-FIRST DESIGN
Thanks
–
x1,000,000
Interested in interning?
www.jackmorton.com

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PR Advanced 2015: Content Creation & Viral Marketing

  • 1. Content Creation + Viral Marketing – Why it matters and how to do it right
  • 2. BRIANNA VIEIRA Strategy Coordinator Jack Morton Worldwide @BriannaVieira 617.425.7293 www.briannavieira.com @JackMorton www.jackmorton.com blog.jackmorton.com
  • 3. BEN GROSSMAN VP, Strategy Director Jack Morton Worldwide @BenGrossman 617.752.1171 www.ben-grossman.com @JackMorton www.jackmorton.com blog.jackmorton.com
  • 4. The Creative Process Experience Principles Let’s Chat #1: #2: #3: #4: #5: Definitions The Landscape + Importance Six Lessons from Viral Brand Activity in 2014
  • 5. The Creative Process Experience Principles Let’s Chat #1: #2: #3: #4: #5: Definitions The Landscape + Importance Six Lessons from Viral Brand Activity in 2014
  • 7. Definition 1: of relating to, or caused by a virus. Example: Chicken pox vi·ral
  • 8. vi·ral Definition 2: when content is viewed and shared millions of times within a community to increase brand awareness. Example: Cat videos
  • 13. The Creative Process Experience Principles Let’s Chat #1: #2: #3: #4: #5: Definitions The Landscape + Importance Six Lessons from Viral Brand Activity in 2014
  • 14. pieces of content are shared each day. 27M AOL
  • 15. of global marketers plan to increase or maintain their digital marketing spend in 2015. 84% Salesforce
  • 16. of marketers use social media (the most common content marketing tactic). CMI 87%
  • 17. Search + social networks are consumers’ preferred way to discover new brands and products. Forrester
  • 18. Forrester of marketers take a sophisticated approach to measuring content performance against customer segments. 12%
  • 24. Virality. Is: •  Broad •  Memorable •  Risky Isn’t: •  Targeted •  Always Branded
  • 25. Virality. Is: •  Broad •  Memorable •  Risky Isn’t: •  Targeted •  Always Branded •  Managed
  • 26. Virality. Is: •  Broad •  Memorable •  Risky •  Popular Isn’t: •  Targeted •  Always Branded •  Managed
  • 27. Virality. Is: •  Broad •  Memorable •  Risky •  Popular Isn’t: •  Targeted •  Always Branded •  Managed •  Right Every Time
  • 28. Virality. Is: •  Broad •  Memorable •  Risky •  Popular •  Possible Isn’t: •  Targeted •  Always Branded •  Managed •  Right Every Time
  • 29. Virality. Is: •  Broad •  Memorable •  Risky •  Popular •  Possible Isn’t: •  Targeted •  Always Branded •  Managed •  Right Every Time •  Easy
  • 30. The Creative Process Experience Principles Let’s Chat #1: #2: #3: #4: #5: Definitions The Landscape + Importance Six Lessons from Viral Brand Activity in 2014
  • 33. Eaton My IT Empire Infographics To be successful, content does not have to “go viral” in a traditional sense. Instead, brands should start by defining their business objective, then deciding how content, the way it’s created and how it’s distributed meets that objective. Instead of creating content that is absorbed by the audience one-way, or simply commented on, Eaton made the target audience content creators themselves. An infographic wizard asked professionals about their IT infrastructure, their personality and their jobs, then visualized it in a powerful, shareable infographic. We increased familiarity with the brand by 34% and sent them evergreen posters they will be proud to hang in their offices – generating additional impressions and top-of mind status.
  • 34. LESSON #1 BRAND VALUE TRUMPS VIRALITY •  Don’t assume you have to reach millions of people to be successful – sometimes highly targeted content trumps millions of views. •  Consider how to make your content an experience, instead of just a consumable. •  Define clear business value-driven objectives at the start of your initiative. “Going viral” doesn’t count as a business objective.
  • 35. LESSON #2 CONTENT THAT CAPTURES MORE THAN ATTENTION
  • 38. MINI USA Lost & Found While ‘viral’ content of the past has been focused on capturing the attention of users and their friends, today, content is capable of much more. Brands are getting ahead by creating content that captures more than a like, comment or share: they’re capturing leads. As a way to activate partnerships with other like- minded brands, MINI USA has created a fantasy “Lost & Found” where items supposedly left behind after test drives go to be claimed. The brand posts “lost” items to its social channels and partners post them to their unique social audiences as well. Users then not only are exposed to interesting content, but actually encouraged to claim the items for a chance to win them. In order to claim items, MINI USA captures the individual’s contact information and thus also captures them as a prospective car buyer.
  • 39. LESSON #2 CONTENT THAT CAPTURES MORE THAN ATTENTION •  Consider how content can help you capture more than soft social metrics. •  Identify like-minded partners that can help expose your brand to new, strategic audiences. •  Content is most powerful for brands when it is attached to a clear call-to-action (CTA) that gives consumers an obvious next step.
  • 42. T-Mobile – Big 7th Consumers pass along content to help it go viral when brands strike a chord with the value proposition of taking that action. In other words, “What’s in it for me?” For some content, simply sharing a funny or poignant piece of content that friends will want to talk about is enough. However, to grease the wheels, some brands find new ways to add value to consumers in exchange for their willingness to share content. When T-Mobile wanted to own a moment during the World Series, Jack created an initiative to appeal to a tradition fans already know and love: the seventh inning stretch. Consumers and major digital influencers were invited to be part of the biggest seventh inning stretch ever (valuable in and of itself), but then increased value further by giving them a chance to appear in a T-Mobile commercial during the World Series, singing “Take Me Out To The Ballgame.” Consumers cared and shared, because of the organic fit of the idea and the high value proposition that participating, then sharing the final user-generated commercial represented.
  • 43. VALUE PROPOSITION PROMPTS PASS-ALONG LESSON #3 •  Think about efficient ways to recognized large audiences. •  Engineer content where the audience becomes invested in propelling content forward. •  Don’t just post and hope – use relationships with influencers with established audiences to ensure that content has advocates from the beginning.
  • 44. LESSON #4 SOCIAL REACH THROUGH SOCIAL CAUSES
  • 45. LESSON #4 SOCIAL REACH THROUGH SOCIAL CAUSES
  • 46. LESSON #4 SOCIAL REACH THROUGH SOCIAL CAUSES Always #LikeAGirl There are several ways to encourage pass-along and, thus, virality ranging from humor to shock value. One of the best ways to ensure share-ability to align with a social cause that an audience cares about. When Always wanted to win the hearts women everywhere, it created an emotive TV spot makes a provocative, yet easy to support statement about how society raises girls and how they see themselves. By accompanying the commercial with a simple hashtag and launching it widely during the Super Bowl, when a lot of buzz is about commercials themselves, Always increased its chances at virality. The combination between a highly social period of time and a socially relevant topic struck gold for the brand, though some consumers misconstrued the commercial as an initiative from Dove.
  • 47. LESSON #4 SOCIAL REACH THROUGH SOCIAL CAUSES •  Social causes can be powerful sharing motivators, especially combined with the right audience and right timeframe. •  Because brand association can be weak in viral videos, differentiation and strong brand ties are important. •  Consider how your content touches people in a way that motivates them to share your content as a reflection of who they are as a person.
  • 50. GoPro’s Video Content Sometimes, content partners can speak to the value of brands in a way that is better or fresher than the way brands can represent themselves. In addition, sometimes these partners bring new audiences to brands which they never would have had access to before. GoPro could focus its content on the many technical features of the camera, but instead the company engages content partners to do what they’re good at: using the device in amazing ways. Through GoPro’s video content, the brand essentially uses content production experts to demonstrate the plethora of uses for the device, bringing unique audiences and perspectives to the brand’s communications. GoPro’s content creator strategy, combined with likable, Internet-friendly topics, including dogs with sticks, firefighters saving kittens and most recently dub stepping owls maintains a high level of ongoing virality.
  • 51. LESSON #5 PARTNERSHIPS ENERGIZE CAUSES •  Consider what partners have desirable audiences and something to offer your brand. •  Create sustainable content strategies that engage audiences in the long-term in a serialized manner, instead of as a one-off. •  Be open to partners bringing their expertise and personal style to the table – they often already know what their audiences respond to.
  • 54. ALS Ice Bucket Challenge Sometimes, the technical mechanics of how an initiative works is as or more important than the creative idea itself. In an extraordinarily complicated media landscape filled with technicalities, it can pay off to have perfectly balanced initiative inner-workings. Heralded as one of the most successful viral movements in 2014, it is important to remember that the Ice Bucket Challenge was an organic movement – not one engineered to be as big as it became. In a happy accident, ALS nailed perfect mechanics for the promotion through four things. First, heavy reliance on video at a time when Facebook is favoring video and video creation through smartphones is at an all-time high. Second, an unusual act that has a low-barrier to entry and high entertainment value. Third, public pass along and shaming of friends to get involved. Fourth, widespread support from influencers with a very specific request. The results were astounding – even though many didn’t donate money, the reach was so great that many did.
  • 55. LESSON #6 KNOW MECHANIC NIRVANA •  Think  carefully  about  how  something  will  actually  work,   aligning  closely  with  consumer  technographics  and  behavior.     •  Understand  that  viral  is  hard  to  create  –  the  ALS  ini@a@ve  was   an  organic  happening,  not  a  marke@ng  campaign  with  a   master  plan.   •  Grab  a  first  mover  advantage  when  you  can.  Be  willing  to  take   risks  –  ALS  was  first  to  market  with  an  ini@a@ve  like  this.   Other  brands  will  try  to  replicate  this  success  and  there  will   be  diminishing  turns.    
  • 56. The Creative Process Experience Principles Let’s Chat #1: #2: #3: #4: #5: Definitions The Landscape + Importance Six Lessons from Viral Brand Activity in 2014
  • 58. Creative Process / PIE2 _ PROBLEM à POINT OF VIEWP =
  • 59. Creative Process / PIE2 _ P = I = INSIGHTS IMPLICATIONS à IDEA PROBLEM à POINT OF VIEW
  • 60. Creative Process / PIE2 _ P = I = E = EXPERIENCE à EXECUTION INSIGHTS IMPLICATIONS à IDEA PROBLEM à POINT OF VIEW
  • 61. The Creative Process Experience Principles Let’s Chat #1: #2: #3: #4: #5: Definitions The Landscape + Importance Six Lessons from Viral Brand Activity in 2014
  • 62. BRAND EXPERIENCE PRINCIPLES •  INSPIRE SHARING •  ADD VALUE •  ON (NOT IN) THE WAY •  ENGAGE ALL •  USER-FIRST DESIGN