SlideShare a Scribd company logo
Answering
               Demands to
                quot;Go Viralquot;
Bryan Wiener    Chris Meador                        Sarah Hofstetter
CEO             Senior Director of Brand Strategy   VP, Emerging Media
360i            NBC News & MSNBC                    & Client Strategy
                                                    360i



                                                                         1
Can you make me something that goes viral?




                                             2
How Do You Get
   Lucky?



                 3
Digital marketing plans need to revolve
around consumer behavior




Internet As Focus Group   Customized Experiences   Old playbooks Obsolete




          Execution requires uncommon integration




                                                                            4
Empower the creators to feed the lurkers and
  contributors

<5% of Internet
                  ? Creators: Publishers, Uploaders
    users


                  ? Critics: Reviewers, Commenters

                  ? Collectors: Taggers, Voters

                  ? Joiners: Profile Posters

                  ? Spectators: Readers, Viewers

                  ? Inactives: Anti-Social

                                                      5
                                                      5
How can marketers influence the
influential?
                                   Social
                                 Networking
                 Blogs                             Communities


        Forum                                             Microblogging
                              Finding Brand
                           Advocates/Evangelists
                                                                 Virtual
      Chat
                                                                 Worlds



                              Tools/Assets

                                        Promo/             Unique
       Widgets           Video
                                        Contest             Info




                                                                           6
Establish Success
  Metrics Early


                    7
Establishing success metrics in advance




        Awareness          Consideration




      Offline purchase      E-Commerce

                                           8
Your Audience
 is Telling you
What They Want


                  9
The Top Topic of Conversation about Rachel Maddow
            by Overall Impressions was her Personality



                                                                                            Blog Conversation Analysis for Rachel Maddow

30%
                                                                                                                                                   0.3% 0.1% 0.0%
                                                            Rachel was most often favorably
                                                             compared to her MSNBC co-                                                                    4.9%                            Personality
25%

                                                             workers, Keith Olbermann and                                                          7.9%
                                                                    Chris Matthews                                                                                                        Comparison to Other News
                                                                                                                                                                                          Anchors
20%

                                                                                                                                                                                          New Show/Approach to Politics

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Answering Demands to "Go Viral"

  • 1. Answering Demands to quot;Go Viralquot; Bryan Wiener Chris Meador Sarah Hofstetter CEO Senior Director of Brand Strategy VP, Emerging Media 360i NBC News & MSNBC & Client Strategy 360i 1
  • 2. Can you make me something that goes viral? 2
  • 3. How Do You Get Lucky? 3
  • 4. Digital marketing plans need to revolve around consumer behavior Internet As Focus Group Customized Experiences Old playbooks Obsolete Execution requires uncommon integration 4
  • 5. Empower the creators to feed the lurkers and contributors <5% of Internet ? Creators: Publishers, Uploaders users ? Critics: Reviewers, Commenters ? Collectors: Taggers, Voters ? Joiners: Profile Posters ? Spectators: Readers, Viewers ? Inactives: Anti-Social 5 5
  • 6. How can marketers influence the influential? Social Networking Blogs Communities Forum Microblogging Finding Brand Advocates/Evangelists Virtual Chat Worlds Tools/Assets Promo/ Unique Widgets Video Contest Info 6
  • 7. Establish Success Metrics Early 7
  • 8. Establishing success metrics in advance Awareness Consideration Offline purchase E-Commerce 8
  • 9. Your Audience is Telling you What They Want 9
  • 10. The Top Topic of Conversation about Rachel Maddow by Overall Impressions was her Personality Blog Conversation Analysis for Rachel Maddow 30% 0.3% 0.1% 0.0% Rachel was most often favorably compared to her MSNBC co- 4.9% Personality 25% workers, Keith Olbermann and 7.9% Chris Matthews Comparison to Other News Anchors 20% New Show/Approach to Politics
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