Find connection between PR and social media
 

Saturday, 9 April 2011

Viral video social media campaign – how to get it right

Step 1. Determining our aims and objectives:
-        to raise awareness, interest
-        to engage people to take action
-        to change perceptions
-        to build a community round
-        to create feedback
-        to build relationships
-        to create conversations

Step 2. The BIG IDEA - things in the story:
-        message/soundbite
-        call to action
-        problem->solution
-        visual/sensory ->emotional


Step 4. Strategy: what we need to use:

Youtube
Facebook
Twitter
video
page
account
Comments
Views
Likes/dislikes
Description
Tags
Link it (URL)
Title
Thumbnail

Images
Applications
Videos
Images
Wall posts
Polls, surveys
Secret content
Links to other media
Games
Events
Groups
Message everyone
Tweets
Links
Follow people
Followers
Lists
Retweets
Mentions
Avatar
background

Step 5. Creative idea for a viral video:
-        humor
-        shock
-        surprise
-        exclusive content
-        mystery
-        new information
-        beauty/awe
-        common interest
-        emotions
-        problem-solution
-        feel good


Watch my viral video:
 

Step 6. What an action could be:
-        sign-in, opt-in
-        download
-        donate
-        join in
-        poll/survey
-        upload/share
-        twibbon

Step 7. Evaluation:
I.     Engagement: a number of:
-        Blog: comments, uploads
-        Facebook: likes, comments, uploads, discussions
-        Twitter: tweets, retweets, mentions
-        Youtube: comments, thumbs, subscriptions, embeds

II.     Reach: a number of:
-        Blog: visits, quality of comments/ conversations
-        Facebook: fans, quality of comments/discussions/ wall posts
-        Twitter: followers
-        Youtube: views

III.     Tone and sentiment:
-        If the feedback is positive, negative or neutral

IV.     Message resonation:
-        Blog: the position in the Google rank, links to blog embedded
-        Facebook: likes, members, comments, uploads, discussions
-        Twitter: retweets, mentions
-        Youtube: embeds, remixing

Step 8. Rinse and repeat:
             check if you get results, if not, try to fix what is wrong and start again. 

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