Qzzr's Owen Fuller and NUVI's Bill Hoops sit down to talk quizzes in social media. The web's hottest form of content is showing no signs of slowing down, but are you coming up with the quiz social users can't help but take? This slide deck will address 10 actionable steps you can take to create the quizzes your audience is dying to take.

1. Qzzr + Nuvi: How to Create
Quizzes That Your Audience
Will Love
Presented by:
Owen Fuller, Qzzr
&
Bill Hoops, NUVI
#qzzrwebinar

2. Housekeeping
• This will be recorded. All registrants will receive a
copy.
• Look for a recap post with slides on the Qzzr Blog
• Ask questions via GoToWebinar
• Join the conversation: #qzzrwebinar & @Qzzr_
#qzzrwebinar

3. Case
Study
#qzzrwebinar

5. Who are these guys?

8. Tens of thousands of quizzes & polls being taken millions of
times
World’s best publishers, brands and agencies

9. Our goals
1. Expose a hot content medium (quizzes)
2. Show how to drive social engagement and lead
conversions with quizzes
3. Tell the story of the million dollar quiz
4. Get you started with some quiz concepts you can
create today
5. Teach how you can measure the social impact of
quizzes with NUVI
#qzzrwebinar

10. There is a renaissance
happening
Hieroglyphics Paper Billboards
Mail
Email
Blogs
TV
Digital images
Video
Surveys/polls
Infographics
Lists
Quizzes

11. And it’s something we
hated while we were in
school
Type to enter text

15. The road is being paved by
mega-publishers
Number one article on NY Times in 2013 was a quiz
Eight of the top ten most shared articles
on the web in the last eight months were quizzes
(BuzzSumo, April 2014)
Nine of the top ten most shared stories on Facebook
in January, 2015 were quizzes

16. Why are quizzes so irresistable?
Engaging, nourishing
and…
All about ME!!!

18. “Stop telling me interesting and useful
things about myself”
- Said no one, ever.
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19. Wait, what about surveys?
Under the hood of a quiz is a survey… that
people actually want to take… and share with
hundreds of their friends.
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20. 81% completion rate
2:27 average time
5% lead conversion rate
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21. Pop Quiz:
The average quiz gets shared how many times?
1,900
Some do a little better….

22. I see a quiz in my newsfeed.
Hmm.
What am I likely to do?
Pass. Not interested: 18%
Sure. Let me hit that: 82%

23. Faster, cheaper and more effective
than other content types.
Quizzes are the secret weapon…
#qzzrwebinar

24. Two main jobs that marketers
hire a quiz to do:
1. Drive social engagement
2. Drive conversions
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28. What businesses are most excited
about
Turning this Into this

29. The Million Dollar Quiz
A Content Marketing Case Study
#qzzrwebinar

31. Goals
Increase revenue via online sales
Organic traffic
Ranking
Brand awareness
Quality link building

32. Strategy
Define target
audience
Research
(Keyword
Audience, Industry)
Match personas
to product
Drive traffic
Output >
category page

33. Promotion
Owned Earned Paid

34. Results To evaluate success:
Awareness
Interest
Desire
Action
Visibility
Engagement
Traffic/Lead Quality
Conversions/ROI

35. Visibility
Featured on Qzzr’s homepage & newsletter
• Average of 30,000 unique visitors
per month
• Sent out to 13,581 email
subscribers
• 2,318 opens
• 220 clicks to the quiz on Zenni
Optical’s website
Influencer Outreach
Paid channels – hundreds of thousands
of viewers / impressions

36. Engagement
TIMES TAKEN
473,030
LEAD IMPRESSIONS
412,345
LEAD CONVERSIONS
26,617
CONVERSION RATE
6%
AVG TIME SPENT
0:25
COMPLETION RATE
82%

37. Engagement
STUMBLES 212
LIKES 776
SHARES 1417
COMMENTS 365
TOTAL 2558
TWEETS 230
+1s 77
Ranking 1st for
“glasses quiz”

38. Traffic
• 220,631 website
sessions from the quiz
alone
• This behavior funnel
showcases the user
moving from the
content piece to the
product pages on the
second interaction, and
then to buy in the third
and final interactions

39. Conversions / ROI
Top revenue-generating channels included:
• Organic Search: $104, 924.34
• Paid Search: $73,393.06
• Email: $73,331/96
Multi-attribution technology helps us understand a channel’s respective
contribution towards the quiz’s performance.
Traffic to the quiz landing page: 533,538 unique visitors
Content Marketing Revenue: $909,738.06
7,500.2%
Return on Investment:

40. Roadmap to hit quizzes
Research topics
Choose quiz title and type
Do your research and gather media
Create and embed
Share and promote
Measure, learn, and improve
#qzzrwebinar

41. Tips for graded quizzes
Choose a compelling title
• Are you a ____ expert?
• Can you pass the ___ test?
• The world’s hardest ___ quiz
• Are you a true ____?
Keep your quizzes fair and clear
• Limit the number of answers to each question
• Remove any friction from the process
Show feedback
• Give more information about the right answer
Make people feel good about their results
• 45% of shares on graded quizzes come from 100% scores
• Assign outcomes. “You got 90%. You’re a genius!”

42. Tips for outcome quizzes
Choose a compelling title
• Which ___ are you?
• What ___ do you actually belong in?
• What kind of ___ are you?
Create shareworthy outcomes
• invoke awe, laughter or amusement (BuzzSumo)
• help people define themselves,
nourish relationships & get the word out about
causes they love (NY Times)
• make it a “feel-good, look-good” mechanism
• Help people share what “they want their friends
to think they like” (Buzzfeed)
Build a process
• Identify outcomes
• Map differentiating factors
• Be creative with your questions and answers

43. Pro tip: begin with the end in mind
Write these first.
Make sure people would be proud to share
Make sure your CTA relates to outcome.
Hey 3PO - You’re research driven, so why not
download this guide…

44. What titles/topics would work for
me?
What content resonates with your audience?
What are the most shared topics?
What topics get the most questions?
What topics are most controversial?
Are there decisions that people struggle to make?
Are there topics that are misunderstood?

45. Recycle your content
If you have knowledge and answers in your evergreen content,
you can turn it into a quiz.
Look at your
List posts
Infographics
Debate posts
….all raw quiz material

46. “Are you a candidate for Lasik Surgery?”
“Should you be wearing glasses to drive?”
“Do you know the seven common mistakes new
contact wearers must avoid?”
“Which frames match your style?”
“Give yourself an eye exam.”
“Do you need special lenses?”
The wild world of…
optometry

48. Virality takes a pinch of luck
You can control consistency

49. You will win
when you understand what
motivates your audience
#qzzrwebinar

50. 10. Show me something cool

51. 10. Show me something cool

52. 9. Ask me interesting questions

53. 8. Be fair

54. 7. Reel me in with your title

55. 6. Help me feel sufficiently
assessed

56. 5. Feed me

57. 4. Stay on topic

58. 3. Make me laugh
“Laughter is the shortest distance between two people.”- Victor Borge

59. 2. Give me something to brag
about

60. 1. Make me an offer I can’t refuse

61. Bottom line:
Just go make something
remarkable!
Get started at Qzzr.com
#qzzrwebinar

62. ENGAGE
LISTEN, RESPOND,
AND

63. NUVI is a real-time listening and analytics platform for social media. We make social
conversations on the web actionable and insightful using elegant dashboards
and unique visualizations.
WHAT IS
NUVI

64. THE PROBLEM
• Social conversations are exploding.
• Conversations that happen on social media are increasingly effecting buying behavior.
• Brands and agencies need a way to quickly analyze and respond to what is being said.
OUR SOLUTION• Real time visual analytics help derive insight quickly.
• Automated reporting gives agencies and departments the ability to report on their efforts in seconds
instead of putting together customized reports

65. HOW IT
WORKS

71. CONTACT US
www.NUVI.com
hoops@nuvi.com
Follow us on Twitter - @NUVI
Like what you see? Questions?

72. Qzzr + Nuvi: How to Create
Quizzes That Your Audience
Will Love
Presented by:
Owen Fuller, Qzzr
&
Bill Hoops, NUVI
#qzzrwebinar