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February 11, 2014 Transcript of #CommsChat on viral content

Last week’s #CommsChat on viral content with Lucia from (@IlexContent) went viral. (Okay, maybe not, but it was a great chat nonetheless.) Here are some interesting tweets:

@IlexContent  Getting your content out to as many people as possible gives you a better ROI – your content is working harder
@Nicksy200  suggest viral has to be 3 things 1)well targeted to begin with 2)instantly understandable 3)has the so what factor
@PeterMBarrett  this is where #comms must learn more from behav science & cognitive bias. Viral content is social proof.
@adamrubins  sharing is an endorsement and an implied positive. In today’s peer to peer world, a share is highly influential
@IlexContent  You can go too far with click bait. People want to know what they are clicking. Lack of authenticity can harm brand
See the full transcript:
  1. Going to say g’night now. I’m off to catch up on the moguls finals (and you should too!) Until next week…

  2. Lucia shared some great insights on viral content and social strategy

  3. . Thanks for your time, an interesting discussion! We’ll be writing a follow-up blog shortly

  4. Stick around and keep tweeting about or read the transcript tomorrow AM. But first, join me in thanking

  5. . I think that’s a great note to end on. Can’t beat JFK. So we’ll call it a night about four minutes early here on

  6. :most popular shared content on social media – visual content & opinions high shareability

  7. . “repeat it often enough and the masses will regard it as the truth.” JFK. Repeat your core messages through content

  8. Work out what you want to say and repeat it through content

  9. Just winding down now. Any final thoughts on and strategy are welcome.

  10. Always go for quality – less is more if that is the only way you can produce excellent material

  11. no strategy can make content go viral. It’s purely organic

  12. agree. L’ship:’We need to make a video’ Comms: ‘ok,why?’ L’ship: ‘Everyones doing it so we should’

  13. As with everything comms, strategy should be at the heart

  14. Strategy is fundamental but let’s not forget implementation. Best strategy can go nowhere with poor implementation- never forget

  15. Anyone have any don’ts (or horror stories!) to share in terms of content not aligning with strategy?

  16. Thanks all for interesting thoughts. Phone battery about to die (what a terrible digital faux pas). See you next week

  17. . Then plan appropriate content that offers multiple touch points to reiterate your key messages

  18. . Comms strategy needs to be at the heart of content development. Understand what you want and how to get there first

  19. . Quality of multimedia is key. Needs to be well thought out, not nec big budget. Big brands can make mistakes

  20. Final topic: How does comms strategy shape content development?

  21. Yes, and quality needs to be key. Some big brands have made massive video mistakes that do more harm than good

  22. Offline, online and in-person these are all opportunities to deliver a story. Content is not just digital

  23. indeed – more poor quality multimedia content than good quality content

  24. Look at objectives – how these going to be met by multimedia.

  25. think there’s temptation for adding pictures/video etc for sake of it-simplicity & relevance is important to engage

  26. . Shouldn’t just think maybe a video will go viral. No content for content’s sake. Look at your objectives.

  27. . agreed. It has to be useful – in any way. Learn, laugh, reflect, change action etc. Many ways to be useful.

  28. . Multimedia is something that people like to share but it is a big investment and needs to be done well

  29. . If you are repeating your key messages often a variety of media will help do this

  30. . Re. multimedia – Important to use the medium of content that most appeals to your audience

  31. We are beyond JUST making stories visual-consumers need have a deeper connection with a brand – embedded.Empathy is absolute key

  32. agree…campaigns don’t really work well w/o them in my experience but need to be selective

  33. Many factors – on social yes but if aim is to get whitepaper downloads not so much.

  34. T4: What role does multimedia play in generating good ?

  35. Calling folk, there’s a great chat on on this evening, click on the hashtag for great insights from

  36. MT : Does anyone recommend any content for further reading?

  37. On FB Posts with images produce 650% higher engagement rate vs regular text posts but engagement down on all other posts VIA CMO

  38. V interesting so far. Does anyone recommend any content for further reading?

  39. Images are imp – FB Posts with images produce a 650% higher engagement rate than those without via CMO

  40. I share content that I can relate to – happy, sad, learn. Want to do the same for my corp comms

  41. . Effectively targeting audience isn’t new challenge but to get them to engage and share your content is.

  42. In 2014 year purpose driven PR. Key shareability=consumers empathising with brand – higher purpose. Have a cause & stick to it

  43. make it more visually led? Or use links to visuals to enable effective shareability?

  44. . Tap into human emotion when you can. Not jst abt kittens but is abt telling a story/creating an emotional connection

  45. RT : not all viral content is “valuable”. as a brand make sure content is purposeful not just contagious

  46. . Power of the positive story is my number 1 tip. Review your content & try to put a +ve filter on it

  47. content is social currency. Everyone is looking for something to share

  48. . not all viral content is “valuable”. But as a brand make sure content is purposeful not just contagious

  49. T3: How should companies revamp their content to make it more shareable?

  50. apply rule of newspapers – a headline shld tell you what story is or you won’t read beyond first sentence

  51. Interesting…just read a BuzzFeed article about fake images that get shared widely regardless. Why?

  52. Most popular content shared on social (visual & opinions high shareability) (via )

  53. Valid point “: Beware of link bait: People will not stick around if they aren’t getting what they are looking for

  54. Topic 3 (coming up) is getting into the meaty bit of the hour.

  55. . Again look at your objectives – do you just want traffic or something else? sales, downloads etc

  56. There is a space in marketing for clickbait to increase awareness brand. Look at business mode to lure advertisers

  57. Beware of link bait: People will not stick around if they aren’t getting what they are looking for

  58. and even when found can be tricky to couch against internal/external political background

  59. Always multiple factors but rule of thumb not good idea to pretend to be linking to something else entirely!

  60. . link bait clicks are arguably of no value as will have a high bounce rate

  61. ‘Too far with clickbait?’–> probably. But surely depends on org objectives and brand positioning.

  62. as said content can be a bit ‘meh’ those golden nuggets can be hard to find

  63. . No point pretending linking to something else entirely, will annoy your audience and risk no returns

  64. hopefully though, there’s the chance to help a ton more people through sharing

  65. . You can go too far with click bait. People want to know what they are clicking. Lack of authenticity can harm brand

  66. important for social all the time – know what doing and why don’t just do it

  67. as long as we get consent it’s ok, but people can still be afraid to share, esp concerning mental health

  68. Our third topic is probably just as important as the 2nd: Can you go too far with clickbait?

  69. sometimes down to leadership v comms experts in who wins the battle for great content!

  70. Imp to remember no content just for content sake – as a brand what are objectives & how will they be met

  71. This is the most popular shared content on social media – visual content & opinions high shareability

  72. Yes, just saying more likely to get shared and illicit response you want if +ve

  73. . But then you get orgs like that legally can’t share things bc of Ts and Cs on social

  74. +ive, -ive, obscure, intriguing, scary, funny…diff message categories all viral potential

  75. . That’s great. It’s sometimes puzzling why cos. that have access to great content don’t use it

  76. We Live in a world where ‘likes’ & peer to peer sharing most powerful forms marketing – shareability key trust&endorsement brands

  77. pointing out opportunities much better than pointing out failings and gets more of a response

  78. I’d challenge that. Maybe fun quiz with the mail online. i’d guess “X loses x stone” beats “x has got really fat”

  79. hoping to use more inspiring patient stories as part of our strategy

  80. peer-to-peer vital. interesting data on this. getting harder on Facebook but easier on Twitter for brands

  81. Hi, All. A bit late to the party. Will try and chip in!

  82. . Why do you think it’s harder on Facebook than other platforms?

  83. Exactly, if you see a friend has shared something more likely to trust at face value as endorsed already

  84. Interesting re: viral power of positive headlines. Clear difference btwn viral and trad media where negative still sells

  85. sharing is an endorsement and an implied positive. In today’s peer to peer world, a share is highly influential

  86. . Sharing is an imp aspect of creating viral effect but brands finding this harder to achieve on Facebook on CMO data

  87. . People more likely to read/respond positively to positive story. Dont just want clicks. Want to influence behaviour

  88. –> RT : “: good point bring in social psychology ”–> vital. Huge growth area for comms

  89. Academics have proven articles with positive headlines, even if same story, get shared more

  90. So let’s move into our second topic: What role does sharing play in content popularity?

  91. : good point bring in social psychology ”–> vital. Huge growth area for

  92. agree. If it triggers ‘that’s nice’ or ‘hmm’ it’s not got viral potential IMHO it has to provoke a clear reaction

  93. interesting as the press tends to be full of negative stories. Social media gives power to the people!

  94. That was an excellent piece – didn’t just hit numbers, put the brand in front of people in a wholly +ve light

  95. . Like the promotion over Christmas. Who doesn’t love presents, right?

  96. . this is where must learn more from behav science & cognitive bias. Viral content is social proof.

  97. . People are more likely to read & respond positively to a positive story

  98. . I’d say 2 key elements = power of the +ve story and human emotion

  99. . The ‘so what’ factor is probably most impt: its intangible, variable and needs to be just that much more interesting

  100. . wasn’t sexy/fun, which shows content needs to have value for your intended audience for virality

  101. suggest viral has to be 3 things 1)well targeted to begin with 2)instantly understandable 3)has the so what factor

  102. . yes, as do your objectives. shouldn’t just be about numbers. Set your kpis up front.

  103. . I see, so size matters, as does type of business and probably overall comms strategy?

  104. . a small charity may be happy with 1,000 shares while that wouldn’t be a success for McDonald’s

  105. Impt 4 teams who need prove worth –> MT : Getting your content out to as many people as poss. gives you a better ROI

  106. thanks for the explanation, I do this for got a digi person starting v soon

  107. . Depending on what your objectives are – the more relevant people see your content, the better

  108. . Getting your content out to as many people as possible gives you a better ROI – your content is working harder

  109. . viral content simply harnesses power of social proof in affecting behaviour. Simple, yet not widely appreciated.

  110. . Viral means different things to different orgs

  111. going viral could be seen as an indicator of successful content and will reaches beyond the brand’s loyal audience

  112. someone that creates content for a brand, rather than as a person like you or i on facebook

  113. a very loose generic term of my own making for someone who creates content for a business It’s a catch-all

  114. So take a look at the blog, warm up your fingers and get typing! Share your thoughts on content

  115. . The virality of a piece of content increases chances of it influencing the target audience

  116. Tonight’s first topic is: Why is going viral appealing to corporate content producers?

  117. . wrote an interesting blog post on the subject. Lucia will share the link (or I can dig through tweets to find it!)

  118. . hi all, thanks for having me. Looking forward to the discussion this evening! for

  119. : looks at all aspects relating to communications, When: Mondays, 8:00pm UK.

  120. Please don’t forget to add the tag to your tweets, don’t just reply to me (Brittany, hi)

  121. She’ll be discussing viral , shareability and how to get clicks worthy of Upworthy

  122. Welcome to everyone. Hope you’re enjoying the Olympics. Tonight we’re joined by Lucia from

 

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