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Igniting Viral Campaigns from SES Chicago '09

Dec 8, 2009 - 3:15 pm 0 — by Barry Schwartz

Filed Under SES Chicago 2009

Below is live coverage of the Igniting Viral Campaigns from the SES Chicago 2009 (official SES Chicago Site) conference.

This coverage is provided by Barry Schwartz of RustyBrick.

We are using a live blogging tool to provide the real time coverage, please excuse any typos. You can also interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

Igniting Viral Campaigns

(12/08/2009)

2:26

Barry Schwartz:

About to begin here...

Tuesday December 8, 2009 2:26 Barry Schwartz

2:26

Barry Schwartz:

Igniting Viral Campaigns
In a world dominated by behemoths like YouTube, how do mid-sized and smaller companies break through to generate online destinations that create buzz, encourage word of mouth and establish relationships with potential buyers? This session unveils the secrets of Web 2.0 techniques and technologies that enable companies to stand out and be talked about.

Moderator:
Tessa Wegert, Interactive Media Strategist, Enlighten

Speakers:
Greg Finn, Director of Internet Marketing, 10e20
Denise Chudy, Display and YouTube Sales Leader, Google
Jennifer Evans Laycock, Editor-In-Chief, Search Engine Guide

Tuesday December 8, 2009 2:26 Barry Schwartz

2:28

Barry Schwartz:

FYI, my internet is up and down... I'll keep taking notes.

Tuesday December 8, 2009 2:28 Barry Schwartz

2:29

Barry Schwartz:

Should be starting shortly...

Tuesday December 8, 2009 2:29 Barry Schwartz

2:33

Barry Schwartz:

Here we go...

Tuesday December 8, 2009 2:33 Barry Schwartz

2:35

Barry Schwartz:

First up Greg Finn, Director of Internet Marketing, 10e20

Tuesday December 8, 2009 2:35 Barry Schwartz

2:35

Barry Schwartz:

Mike Ditka, "Before you can win, you have to believe you are worthy." (Chicago Bears Coach)

Tuesday December 8, 2009 2:35 Barry Schwartz

2:36

Barry Schwartz:

Ways to identify viral content

Humor
Educational Resources
Comprehensive Lists
Breaking Stories
Infographics

Tuesday December 8, 2009 2:36 Barry Schwartz

2:38

Barry Schwartz:

What To Do:

Proper formatting of your content
Easy to consume in a glance
Make content very visual
Talk to the people

Tuesday December 8, 2009 2:38 Barry Schwartz

2:38

[Comment From @erezson@erezson: ]

I wonder if they will talk about competitive markets such as Porn, Gambling etc...after all the viral idea is to get links and branding

Tuesday December 8, 2009 2:38 @erezson

2:38

Barry Schwartz:

Mediums:

Utilize popular destinations such as FunnyorDie, Break, EBaum Wollds, YouTube, Flickr, etc.

Tuesday December 8, 2009 2:38 Barry Schwartz

2:39

Barry Schwartz:

Social News:

They are the largest sources for "igniting" your campaigns
Be as non-corporate as possible
Make sure you are part of the community before submitting and participating.

Tuesday December 8, 2009 2:39 Barry Schwartz

2:41

Barry Schwartz:

Big Three:

Digg is not all about video games or gadgets. They got good health categories, fitness, etc.
StumpleUpon is good for ALL your viral content, use proper niches and categories and tag properly
Reddit use subreddits for best relevancy.

Tuesday December 8, 2009 2:41 Barry Schwartz

2:42

Barry Schwartz:

Niche Social Sites include:

Tip'd, Caps, Deals.woot, He lists tons of social niche sites, tons

Tuesday December 8, 2009 2:42 Barry Schwartz

2:43

Barry Schwartz:

Make sure you are helping the community, not just helping yourself.

Tuesday December 8, 2009 2:43 Barry Schwartz

2:43

Barry Schwartz:

Facebook, a lot of the time you don't want to send people to your wall. Make new pages and tabs.

Tuesday December 8, 2009 2:43 Barry Schwartz

2:44

Barry Schwartz:

or apps.

Tuesday December 8, 2009 2:44 Barry Schwartz

2:44

Barry Schwartz:

Also with Facebook, if you are doing a contest, make sure you have approval and make sure the content is easy to share.

Tuesday December 8, 2009 2:44 Barry Schwartz

2:45

Barry Schwartz:

Use Facebook ads and also utilize Facebook events.

Tuesday December 8, 2009 2:45 Barry Schwartz

2:45

Barry Schwartz:

Twitter:

Make it easy to tweet your content
Allow for easy RTs
Promote during peak hours

Tuesday December 8, 2009 2:45 Barry Schwartz

2:46

Barry Schwartz:

It is more than just Twitter and Facebook, use blogger outreach and forums (the original social media).

Tuesday December 8, 2009 2:46 Barry Schwartz

2:47

Barry Schwartz:

Execution: Use a staggering approach for optimum visibility, provide alternate ways to share and cross promote.

Tuesday December 8, 2009 2:47 Barry Schwartz

2:48

Barry Schwartz:

LEveraging viral mentions to continue momentum, just don't give up.

Tuesday December 8, 2009 2:48 Barry Schwartz

2:51

Barry Schwartz:

Next up...

Tuesday December 8, 2009 2:51 Barry Schwartz

2:51

Barry Schwartz:

Jennifer Evans Laycock, Editor-In-Chief, Search Engine Guide

Tuesday December 8, 2009 2:51 Barry Schwartz

2:51

Barry Schwartz:

Jennifer is a Social MEdia Strategiest

Tuesday December 8, 2009 2:51 Barry Schwartz

2:52

Barry Schwartz:

Lots of companies do not know what to do with the traffic they get from their viral campaigns.

Tuesday December 8, 2009 2:52 Barry Schwartz

2:52

Barry Schwartz:

Viral Goals include:

Build the Brand
Drive Traffic or Links
Drive Sales

Tuesday December 8, 2009 2:52 Barry Schwartz

2:54

Barry Schwartz:

She talks about the book, Convergence Marketing. She talks about the Rosen Velocity Scale. Campaign about building brand or driving sales. V1 is emotion to v10 is the SHAM WOW

Tuesday December 8, 2009 2:54 Barry Schwartz

2:54

Barry Schwartz:

Brand side is heavily tied to emotion.
Sale side is more on the SHAM Wow side.

Tuesday December 8, 2009 2:54 Barry Schwartz

2:55

Barry Schwartz:

She mentiones the Extreme Brand with this Dove Emotion campaign

Tuesday December 8, 2009 2:55 Barry Schwartz

2:55

Tuesday December 8, 2009 2:55

2:56

Barry Schwartz:

Medium Brand + Offer Campaign from Office Max, Back to School for Pennies

Tuesday December 8, 2009 2:56 Barry Schwartz

2:56

Tuesday December 8, 2009 2:56

2:57

Barry Schwartz:

Brand + Emotion + Sales = Innocent (The Big Knit) Sainsbury's

Tuesday December 8, 2009 2:57 Barry Schwartz

2:57

Barry Schwartz:

See http://www.ageconcern.org.uk/AgeConcern/B66C32B686014647972E5B10CED14732.asp

Tuesday December 8, 2009 2:57 Barry Schwartz

2:58

Barry Schwartz:

Uniqueness + Sales Message = Blendtec

See http://www.blendtec.com/

Tuesday December 8, 2009 2:58 Barry Schwartz

2:59

Barry Schwartz:

Buy Now = ShoeBuy.com

When you finish the check out process at ShoeBuy, they give you a way to give $10 off coupon to friends via email, Facebook, Twitter, MySpace, Blogger, WordPress, etc.

Tuesday December 8, 2009 2:59 Barry Schwartz

3:00

Barry Schwartz:

viral is as simple as enabling the share of your message

Tuesday December 8, 2009 3:00 Barry Schwartz

3:01

Barry Schwartz:

Build The Brand = Slow Sales

The Breakeven point for brand dollars spent takes a longer time...

Tuesday December 8, 2009 3:01 Barry Schwartz

3:01

Barry Schwartz:

Build the Sales = Slow Brand

These breakeven is quicker with this.

So sometimes she recommends this route if you need immediate dollars.

Tuesday December 8, 2009 3:01 Barry Schwartz

3:04

[Comment From @erezson@erezson: ]

bonus code and coupon is old fashion, it brings bonus seekers

Tuesday December 8, 2009 3:04 @erezson

3:04

Barry Schwartz:

She shows more examples of the scale and how it works.

Tuesday December 8, 2009 3:04 Barry Schwartz

3:06

Barry Schwartz:

Denise Chudy, Display and YouTube Sales Leader, Google is now up.

Tuesday December 8, 2009 3:06 Barry Schwartz

3:08

Barry Schwartz:

She shows some examples of brand videos and viral videos. She will talk about creating videos on a viral level.

20 hours of video uploaded to YOuTube every minute.

Tuesday December 8, 2009 3:08 Barry Schwartz

3:09

Barry Schwartz:

Make them findable
Use offline to seed discovery
Leverage existing networks you have
Leverage recognizable people
Use advertising to get people there.

Tuesday December 8, 2009 3:09 Barry Schwartz

3:11

Barry Schwartz:

Make them finable but making your titles, description and so on good.

Tuesday December 8, 2009 3:11 Barry Schwartz

3:12

Barry Schwartz:

She goes through each example, will pull out highlights, if any...

Tuesday December 8, 2009 3:12 Barry Schwartz

3:15

jhoodbiz:

SES Chicago. Igniting Viral Campaigns session. Get good videos discovered. 1. Make them findable 2. Use offline to seed 3. Leverage networks

Tuesday December 8, 2009 3:15 jhoodbiz

3:19

Barry Schwartz:

She now shows off the youtube.com/videotargeting product

Tuesday December 8, 2009 3:19 Barry Schwartz

3:20

Barry Schwartz:

She is done, sorry for lack of coverage on her presentation.

Tuesday December 8, 2009 3:20 Barry Schwartz

3:21

Barry Schwartz:

Q&A Time, I'll leave this open for a bit and chime in with Qs that I like.

Tuesday December 8, 2009 3:21 Barry Schwartz

3:24

Barry Schwartz:

Li Evans just tried to stump the YouTube speaker

Tuesday December 8, 2009 3:24 Barry Schwartz

3:29

Barry Schwartz:

This session is over soon. Next up:

How to Speak Geek: Working Collaboratively With Your IT Department to Achieve Business Goals covered by Chris Boggs
Turning Simple Change into Big Profit covered by Brian Ussery
Cool Mobile Apps, Augmented Reality - It's a Brave New World! covered by Barry Schwartz

Tuesday December 8, 2009 3:29 Barry Schwartz

3:31

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