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The Science of Going Viral: Strategies for Effective Viral Marketing

In today's digital landscape, achieving virality is more about visibility than the elusive "perfect formula." Dr. Karen Nelson-Field emphasizes the importance of seeding content within online communities to gain traction. Emotional responses play a crucial role in share rates; positive emotions can drive engagement, as can anger and personal triumphs. Key factors include seeding, shares per view, and clicks per share. Effective naming, compelling descriptions, and strategic testing are vital in optimizing content for virality.

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The Science of Going Viral: Strategies for Effective Viral Marketing

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  1. Winning Richard Roaf @rroaf www.alter-eco.co.uk

  2. “Anyone who says they can make anything go viral is probably a snake oil salesman or really naive.” Adam Mordecai, Upworthy

  3. 3 INGREDIENTS 1. Seeding 2. Shares per view 3. Clicks per share

  4. 1. Seeding • Abandon the holy grail of virality “According to our research over the last two years, getting big is largely about being seen.” Dr Karen-Nelson Field

  5. Image: Face Group & Pulsar

  6. Dove ad had 1356 online communities • Find yours & the gatekeepers Image: Face Group & Pulsar

  7. 2. Shares per view • 800 Videos assessed by emotional responses • Correlated to share rates

  8. Emotions that Drive Sharing Be arousing Source: Viral Marketing: The Science of Sharing

  9. Emotions that Drive Sharing Be arousing Be positive Source: Viral Marketing: The Science of Sharing

  10. Emotions that Drive Sharing Be arousing Be positive Make people angry Source: Viral Marketing: The Science of Sharing

  11. Emotions that Drive Sharing Be arousing Be positive Make people angry Show personal triumph Source: Viral Marketing: The Science of Sharing

  12. Combine with Social Motivation Source: Unruly Media

  13. 3. Clicks per Share • Spend time on the name! • Description + Image • Testing

  14. Check these guys out • Face Group: How Stuff Spreads: How Videos Go Viral part 1 & 2 • Viral Marketing: The Science of Sharing, Karen Nelson-Field • Upworthy: One Girl Explains This Kinda Weird But Fun Website Upworthy @rroaf www.alter-eco.co.uk

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