We were delighted to receive a call from the ‘world’s largest newspaper’ asking us to help them create a team building and education session on digital marketing techniques for their global editors conference. We were even more delighted when they said they had completed a comprehensive review of UK viral film agencies and we were the only one with consistent tangible outcomes from our campaigns...
‘Mission Impossible’ for Metro International was to take two groups of complete social video novices and within a day get them creating a viral film for themselves and to start them thinking about using innovative social media techniques in their territories. What? In a day? Are you kidding?
A big thank you to everyone that attended my presentation on 'Making it go viral' last week to members of the PRCA Digital Group at our hosts Porter Novelli London. The case studies sparked loads of questions and there was a genuine interest in the exciting possibilities of viral video for PR. The session inspired me to write about two of the top questions I've been asked by PR professionals; 'Can you use the viral approach for anything?' and 'What are some of the pitfalls of viral video?'
What a week! Last Wednesday saw ST16 win two great awards - the IVCA Clarion Viral: Public Sector Award for our Vampire Viral for NHS Northamptonshire and a Highly Commended Award for our Crashproof Viral for Safer Roads. Whoop whoop!
We’re all incredibly proud of these projects and the amazing results they’ve helped achieve for our clients.
The PRCA Digital Group (Public Relations Consultants Association), not to be confused with the Professional Rodeo Cowboy Association, have invited me to speak at an event entitled ‘Making it Go Viral’. I’m very much looking forward to sharing some of ST16’s insights on viral video and talking about some of our most recent case studies with the PR pros. Not to mention discussing all those tricky questions this very savvy audience are likely to throw my way!
You see a great viral video online and you share it with friends and colleagues. Many of us do it every day without a second thought as to why certain content triggers the ‘share’ impulse in our brains. As creators of content its handy to know what the science is behind a great viral video.
National and international media coverage, thousands of views, target audience engagement and as a result of it all - more people accessing the advertised service. Did we mention the budget was tight? ST16’s recent vampire viral video campaign for the NHS is testament to the fact that with a strong strategy and creative, social media could be the way forward for a cash strapped public sector.
Someone had posted a comment about a video they had made to promote their online business. The video had been posted on YouTube and a link sent out to potential and existing customers in e-mails. However the film had not driven any sales and they wanted to know why...
We have had more success than most with our viral video and with each big hit we learn more about how our audiences behave and what they want to see. The psychology behind it is intriguing and although some of it is probably just ‘common sense’ (and some luck!) some of it can be quite surprising. Jeff Sexton wrote and interesting article last year about using ‘Six Powerful Social Media Persuasion Techniques’ in which he talks about some useful hints for giving your content a boost. It’s all based around a book called ‘Influence’ by Dr. Robert Ciadini, and applying the art of persuasion to your social media, hopefully making it more effective, a nice idea.