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. 

Pitch document for social media campaign

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Social media campaign presentation

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