Igniting Viral Campaigns

Dec 3, 2007 • 3:18 pm | comments (0) by twitter Google+ | Filed Under Search Engine Strategies 2007 Chicago
 

Moderator: Rebecca Lieb, Vice President & Editor-In-Chief, The ClickZ Network Speakers: Bill Hanekamp, CEO, The Wall Ed Kim, Chief Executive Office, Red Bricks Media Fionn Downhill, CEO & President, Elixir Systems Rebecca starts off talking about can you build the next chicken? She’s referring to the subservient chicken that Burger King did last year. This is what will be discussed in this session. Bill Hanekamp After you’ve optimized and done everything Google asks think about what works so well for Google. They deliver really relevant results. You need to think if your site is relevant for your keywords. Will the person care and will they want to tell others about your site. You have 2 types of content - Your content and user generated content. Subservient Chicken and Elf Yourself is like catching lighting in a bottle. If you try and replicate it, it won’t be as successful. Four things that make it Buzzworthy * Entertaining * Relevant – have to care about it as visitor * Timely * Exclusive Content Visitors Provide Engagement - Like miller and their manlaws site. Referrals (and links) 3rd party sites like YouTube, dig Nirvana by Dove is the perfect campaign for relevancy. Did a great job of user engagement. Bill’s final question for the audience to think about was - With all your content does anyone care? Ed Kim * Identify and profile the users that we wish to enlist as our buzz agents * Understand tools and mediums that the target audience is using * Create content and conversations that they are interested in and feel is buzzworthy Consumers place high value on 3rd party recommendations. Places that have no link back to the company itself. Consumers are going direct to their communities when looking for guidance and advice. Key Takeaway * Identify and influence the influencers The Empowered User and His Tactics * The Remarkable * The Outrageous * The Hilarious Fionn Downhill Free Viral Techniques * RSS – (news pages, regularly updated content people may be interested in) * Articles – (costs your time) * White Papers - (costs your time) * Adding links to social bookmarks * Add “email this page to a friend” to your pages * Social media groups and networking * Find the influencers * Prepare your strategy and test your first campaign Additional Points Subservient Chicken worked because they thought about their audience and went after them. Teenage boys who loved the rebellious chicken. Objective isn’t I want a viral campaign, that’s a tactic. Important to keep an eye on where people are coming from by using analytics. Once you have content that is interesting to your target then repurpose it. Don’t think about the channels until you’ve done that.

Contributed by: Justin Davy is a search engine marketing specialist for the E.W. Scripps Company and a guest writer for SER.

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