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Going Viral? Maximize The Impression Network

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Going Viral? Maximize The Impression Network

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In 2011 as a writer for The Morton Report, I had the opportunity to share with my colleagues strategies for developing content that might take off. While true viral is a yet to be identified mystical superpower, there are some simple strategies you can utilize when crafting your content. Have a look, what do you think? How has this evolved since those 2011 articles that went gangbusters? I wrote four major stories for Morton Report and wanted to understand a bit more about why my content was working.

In 2011 as a writer for The Morton Report, I had the opportunity to share with my colleagues strategies for developing content that might take off. While true viral is a yet to be identified mystical superpower, there are some simple strategies you can utilize when crafting your content. Have a look, what do you think? How has this evolved since those 2011 articles that went gangbusters? I wrote four major stories for Morton Report and wanted to understand a bit more about why my content was working.

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Going Viral? Maximize The Impression Network

  1. 1. The  Impression  Network   How  the  aggregate  network   of  strategic  vested  partners   can  propel  quality  content   online  and  offline.   ©  Summers  McKay  2011  
  2. 2. Start  with  a  great  story   and  a  quality  subject.   ©  Summers  McKay  2011  
  3. 3. Start  with  a  great  story   and  a  quality  subject.   •  Who  would  make  a  great  interview?   –  Musicians  with  loyal  online  following   –  Heavy  TwiIer  Users/  Newsmakers   –  Reality  TV  Stars  with  a  purpose   –  The  unknown  director  of  a  new  TV   series  or  TV  movie   –  The  highly  popular  local  advocate   –  Someone  who  has  a  message  and   needs  validaNon  of  the  message  from   a  media  outlet.   –  Authors     –  YouTube  Stars   –  Anyone  with  more  than  5,000  twiIer   followers  or  an  equivalent  impression   network  –  eg:  stage  appearances,   television  appearances,  facebook  etc   ©  Summers  McKay  2011  
  4. 4. Then  Ask:  How  will  they   promote  their  interview?   ©  Summers  McKay  2011  
  5. 5. Then  Ask:  How  will  they   promote  their  interview?   •  Who  else  is  vested  in  the  success   of  the  interview?   –  Brand  partners   –  Sponsors   –  Networks   –  Agents,  publicists,  partners   –  Do  they  have  an  upcoming  event,   show,  or  appearance?  Will  this  help   their  own  markeNng?     –  Do  they  have  another  online   plaWorm  that  could  benefit?   –  You  must  tell  them  up  front  you   want  their  help  to  make  this   valuable  for  them.     ©  Summers  McKay  2011  
  6. 6. How  will  you  promote     this  interview?   ©  Summers  McKay  2011  
  7. 7. How  will  you  promote     this  interview?   •  Determine  online  outlets,  facebook   groups,  google  +  users,  twiIer  accounts   that  you  will  inform  of  the  arNcle.   •  Prepare  a  hit  list  of  people  you  want  to   quote  in  the  interview  and  ask  them  to   weigh  in  prior.  Then  ask  them  to   promote  the  story  with  you.   •  Make  yourself  interesNng  online  that   day  so  you  show  up  in  your  friend’s   newsfeed.     •  Retweet  people’s  tweets,  engage  in   other’s  social  media  experience  that   day.   Give  Some  Get  Some!   ©  Summers  McKay  2011  
  8. 8. So  how  do  I  find  these   people?   www.youtube.com/user/ Nak3dHalo   ©  Summers  McKay  2011  
  9. 9. A  couple  more  Nps   that  I  totally  stole….   •  Create  media  for  the  Bored  At  Work  Network:  There  are   hundreds  of  millions  of  people  around  the  world  bored  at   work  siang  in  front  of  their  computers  connected  to  high   speed  networks.    This  network  is  bigger  than  any  tradiNonal   media  network  like  CNN  or  ABC.  Create  something  they  will   want  to  pass  around.   •  Target  The  Maniacs:  The  Web  is  ruled  by  maniacs,  people   who  get  worked  up  about  things  and  push  their  ideas  out.     ”Content  is  more  viral  if  it  helps  people  express  their   personality  disorders,”  notes  Perea.   ©  Summers  McKay  2011  

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