Everything Can Be A VIRAL Marketer: How To Create Shareable Survey Content
1. Eli Schwartz
Director of Marketing, APAC SurveyMonkey
SurveyMonkey 亞太行銷總監
Everyone Can Be A VIRAL Marketer
病毒行銷·你學得會!
Taipei, Taiwan
August 2016
2. SurveyMonkey 是世界一流的問卷調查平台
SurveyMonkey Is the World’s #1 Survey Platform
2
3MSurvey responses
are generated daily
每日回收問卷數
17KNew sign-ups daily
每日註冊新用戶
90MUnique visitors
every month
每月訪客
“SurveyMonkey turns online
surveys into a hot business.”
“One of the hottest startups
to watch.”
4. Get valuable data for everyone across your organization
We Help Companies and People Make Smarter Decisions
Performance
Reviews
Website
Feedback
Parent
Feedback
Event
Planning
Product
Research
Market
Research
NPS
Employee
Satisfaction
Customer
Satisfaction
Nonprofit
Surveys
我們幫助企業和個人蒐集數據,做出合理決策
績效評估 網站反饋 母公司反饋 活動規劃 產品調研
非盈利調查 客戶滿意度 員工滿意度 NPS 市場調查
13. • Controversy 爭論
• Anger 憤怒
• Joy 快樂
• Newsworthy 有新聞價值
• Easy to consume 消費得起
• Practical & useful 實用性
There must be an emotional connection for you to engage
找到用戶積極參與的情緒連接點
What do the experts say? 磚家說
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14. • Attributes 屬性 – tie in to who people are (e.g students, patriotism)
• Tribes 群體 – make them a part of something (“Pissed off consumers”)
• Insights 見解 – confirm a flattering attribute (Yup, you are smart)
• Ego 自我意識 – Share to make yourself look good
• Topical 話題 – on the the relevant topics (Latest news)
• Competition 競爭 – Can you beat me?
• Collaborative 合作 – Brings a feeling of togetherness
• Delight 高興 – LOL!
• Actionable 可行 – How to lose weight
Examples of viral triggers 行銷導火索
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15. • Bill is Stupid
• Ice bucket challenge
• Various infographics
• Videos
Examples of virality
15
16. • Bill is Stupid
• Ice bucket challenge
• Various infographics
• Videos
Examples of virality
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17. • Bill is Stupid
• Ice bucket challenge
• Various infographics
• Videos
Examples of virality
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18. • Bill is Stupid
• Ice bucket challenge
• Various infographics
• Videos
Examples of virality
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20. • Male vs female?
• Age?
• Hours of sleep at night
• How much money do you make?
• Bad habits?
• Where do you live?
• Have you ever been unfaithful?
• What was the last lie you told?
• Devices?
• Scenarios
• Image reactions
Use surveys and ask BOLD questions
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使用問卷大膽調查
21. Paint a bullseye around your darts
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Prewrite your headlines
___% of ____ ____ want to ____
with____
在飛鏢所射之處畫靶心
22. Paint a bullseye around your darts
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Prewrite your headlines
___% of ____ ____ want to ____
with____
16% of married | males want to
have an affair with Justin Bieber
在飛鏢所射之處畫靶心
23. Surveys = data = Unique content
charts
articles
infographics
blogs
PDF
Surveys
調查 = 數據 = 獨特內涵
37. • Dig deep into behaviors
• Put numbers in the headline
• Use short URL’s
• Make the URL’s descriptive
• Use images above the fold
• Make it easy to scan
• Time it right
• Get it to influencers
• Be newsworthy
• Use paid social
• BUILD IN THE EMOTION
Next steps
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