The fact is that every website and social network is crammed with people trying to tell or sell you something, I’m sure you’ve noticed that.  The constant bombardment can get tiring after a while, making it even harder for us to figure out what, if any, messages we should be paying attention to.

As a digital marketer I spend whole days designing campaigns that ask customers to listen to for a few minutes while I pitch them an idea. I sit through numerous meetings with clients who say things like, “just make it go viral, okay”, as if it is just a matter of waving my magic wand.

Like everything in this world, my work is a system of trial and error. I’m sorry to burst your bubble but there isn’t a sure fire way to grab people’s attention, for every Ice Bucket Challenge or One Dollar Shave video there are literally thousands of campaigns that don’t get millions of views. That said there are some rules you can follow to give your campaign the best chance of success.

Do Your Research

This is possibly the most important step and one that a lot of people easily skip over. Knowledge is power, or in this case; knowledge is a well-executed video of a really cute animal that gets millions of views on YouTube.

Before you can create a viral video or internet meme you need to understand your audience. When researching it’s best to be thorough and specific, collect key indicators, or metrics, to help you build an audience profile.

For example let’s say that your audience is a group of 40-62 year old men who work in blue-collar jobs, have an interest in dog breeding, are not computer literate and shave on Tuesday afternoons.

While these might seem like a random collection of facts the more information you have on your audience the easier it is to tailor your campaign. Now you know that there is no point in running YouTube ads if your blue-collar workers never use a computer.

Make Great Content

Sounds easy right? Well maybe not. The first place to start is to think about what great content looks like to you. Look at what others before you have done, could you apply some of those ideas to your own campaign? Watch videos, read articles and then get down and brainstorm. Whether it is alone or with friends or colleagues write down every crazy idea that pops into your head, talk them over and eliminate the ones that are not going to work for this campaign.

Don’t be afraid to get creative with your ideas or execution. In a crowded marketplace it’s important to stand out from the swarm.

Share and Share Alike

Viral campaigns can have vastly differing life cycles, some become popular within a few hours and burn our just as quickly or they can start slowly and last for several years. The key factor that keeps a campaign alive is its ‘shareability.’

When designing a campaign for shareability it is important thing to consider what makes the audience want to share your message with their friends, family or social networks? Think about the last news article, video or piece of content you shared with your network. What drove you to click the share button?

At the root of most sharing decisions is emotion. If the content creates a strong emotion within the audience then they will feel compelled to share it with their networks. Just remember that sharing decisions are not limited to empathy or sadness, happiness and humour are also very effective.

To discover more about how emotions can directly effect sharing watch this great video by You Tuber CPG Grey – https://www.youtube.com/watch?v=rE3j_RHkqJc

Spend Some Cash

Unless you have friends who are willing to do you a solid and spend hours designing your full page ad or appearing in your three minute video it is probably best to spend some time and money on your project.

Higher production values speak for themselves and audiences give more attention to content that is well presented. That said spending thousands of dollars is not a guarantee of success, sometimes being original, thoughtful or creative can have a bigger impact on your campaign then the amount of money you spent on it.

Timing Is Everything

Any marketing guru you speak to will tell you the same thing. Marketing equals getting the right message to the right person at the right time.

If you want people to talk about your product or idea you need to think about when to share it with the world. How can you generate the most buzz around your idea, are there power users or influencers you can target, or a major event that you can piggyback off?

A wonderful example of this is the Superbowl. As one of the most watched sporting events in the USA advertising during the game costs a small fortune but companies who can afford the cost make sure they advertise at that specific time for two reasons – one they have a captive audience of millions of people and two the hype around the ads which are aired during the Superbowl create a lot of free media meaning that they are able to attract new audiences.

Sure not all of us have millions of dollars, so what should we do? Think about simular events or opportunities that are happening in your industry or local area, can you recreate the Superbowl experience on a much smaller scale?

For example are your blue-collar workers going to be at the same industry event? Could you use the event’s hash tag as a method of spreading your content? Or maybe have a special presentation where you show you’re soon to be viral video?

Sure there are no guarantees about making content go viral, but being original and creative, knowing your audience and timing it can have a huge impact on your campaign.

Find out more about Lucy Birchley on: lucybirchley.com

The post Five tips for going viral appeared first on .

Verandah Magazine’s digital marketing expert Lucy Birchley looks at the world-wide explosion of rainbow all over our digital media in support of same sex marriage during the last week.

People all over the globe are celebrating the American Supreme Court’s decision to legalize same sex marriage in all 50 states. In the last week the Internet has almost  exploded in rainbows. Facebook profile photos have become multi-coloured flags, conversations about marriage equality are trending on Twitter and millions of people are sharing videos of pride parades.

Every social media platform has become an explosion of colour as brands, buildings, people and organisations show their support for same sex marriage. It’s been a beautiful thing to watch, but the question I want to pose is whether this rapid change in public opinion have been possible without social media?

I think it’s easy to forget the sheer magnitude of the change that the Internet has brought to our lives. I believe a link could be made between the growth of people championing marriage equality and the growth of global communication through both social networks and the Internet in general; although I’m unaware at the moment of anyone who might have already started this research.

What I can tell you is that American research company Pew Research conducted a poll in 2001, which shows that 57% of Americans opposed same-sex marriage. In 2015 that number has dropped to just 39%.

I can also tell you that it took American President Barrack Obama only minutes to tweet to his 2.99 million followers on his @POTUS account in support of the Supreme Court’s decision. And in the following four hours 6.2 million tweets made mention to the landmark decision worldwide. Which works out to roughly 20,000 tweets per minuet according to Twitter.

While a lot of opinion pieces focus on how the Internet alienates us, makes us less social, poorer communicators, grumpy, sad or mad, this incredible rainbow wave of support would I believe suggest that social media at its best is a tool that spreads ideas and ignites conversations.

The post Colour me rainbow: does social media equal social change? appeared first on .

Since Japanese company Sharpe released the first camera phone in 2000 a revolution has occurred in the way we document our lives, writes Verandah Magazine’s Social Media columnist Lucy Burchley.

The intervening 14 years has seen the rise of social media, the selfie and citizen journalism. We now record what we eat, what we think and the events around us to share with our respective networks.  While this might seem like the attention seeking antics of a group of narcissists I believe that we can plot a direct link between the rise of camera phones (and social media) to the uncovering of a deep seeded problem in our society.

In the last few years’ public transport seems to have become the chosen platform for racial and sexual abuse. I’m thinking along the lines of the tirade launched upon ABC journalist Jeremy Fernandez while travelling with his daughter on a Sydney bus in 2013. Mr Fernandez took to his twitter page to describe the unprovoked verbal attack, which he coined as his ‘Rosa Parks moment’, referring to African-American civil rights activist who was arrested in 1955 after refusing to give up her seat to a white passenger. A fellow female passenger on Mr Fernandez’s bus launched a verbal tirade against, calling him a “black c—“ and telling him to “go back to my own country.”

Unfortunately these stories are all too common and as these accounts of abuse become more publicised so to are the unique ways commuters on public transport (and people in their everyday lives) are developing to deal with the onslaught of hate. Over the last few weeks’ two stories in particular have appeared on social media, in which travellers use song to shut down or drown out real life Tolls.

First there was Rob Maiale, a copy writer and actor who sang ‘I’ve Got a Golden Ticket’ from Willy Wonka at the top of his voice to drown out the anti-gay rantings of a religious fanatic on the New York Subway.

Check out the video here:

https://www.youtube.com/watch?v=azZc4heoEGs#nf

And then earlier this month Chicago based writer Olivia Cole was riding the train to work when a man began aggressively harassing another female passenger for her phone number. How the other passengers reacted was brilliant and Olivia shared it with her followers via Twitter.

So what’s the take away from this situation? If in doubt sing ‘No Scrubs’ by 90’s girl band TLC to your harasser and hope that the other passengers know the words. (You can learn them here: https://www.youtube.com/watch?v=FrLequ6dUdM)

While trolls are an accepted part of ‘online’ life and unfortunately I am not talking about the dolls with multi-coloured hair and jewels in their bellybuttons, we sometimes forget that abuse in all its many forms happens offline as well. This issue is far ranging and complex and I am by no means an expert but I feel that this behaviour reflects an acceptance of abuse in our society at large. How often do we stand by while people around us are targeted? Fearful to step in for fear that we might in turn be abused.

So maybe it is time for us to legislate a national repertoire of songs that can be used to let abusers know that their victims are not alone. Such a list might include Respect by Aretha Franklyn, Independent Woman by Destiny’s child or Shake It Off by Taylor Swift.

Regardless of how we as a society choose to handle online or offline trolling social media continues to play in important part in capturing these random acts of bravery and disseminating the message that victims don’t have to stand alone and we don’t have to accept abuse.

To contact Lucy Birchely for Social Media consultations go to her website: lucybirchley.com

The post Trolled? Try singing… appeared first on .

 Are you confused by Social Media?  Don’t know which ‘platform’ you should use?  Never fear, help is near – Verandah Magazine is bringing social media guru Susie Sullivan from Infront Communications for a special one day workshop.  We will also be ‘sharing’ our own personal Social Media tips so whether it’s just for you, or to build your business, we can de-mystify social media for you.

The post Social Media Made Simple with our special one-day workshop appeared first on .

Lucy Birchley, our social media commentator and respected ‘Netizen’ examines the Machiavellian marketing techniques behind the world’s biggest content juggernaut…

The Internet. Welcome to the online jungle where every website is fighting for your attention and only the most compelling content will win. Why? Because of money. That’s why.

There are a lot of websites out there that make great content – thousands of bloggers, news sites, commentators and online personalities – but none have the devoted audience or pulling power of Buzzfeed.

If you spend any time on the internet, and are aged between 10 and 35, you’ve probably taken at least one Buzzfeed quiz or glanced at one amusingly entitled article. (Although the word ‘article’ is probably gilding the lilly somewhat.) With over 200 million readers and an impressive YouTube presence, which in the last three years has swelled to 3.3 million subscribers, Buzzfeed is the online content juggernaut that is changing the way content is developed and consumed on the web.

But is this a good thing?

As an average Netizen (Internet Citizen) I rarely consider my viewing habits or what quirky/compelling headlines draw my attention. I’m too busy consuming videos entitled ‘10 Cutest Cat Moments’ or taking quizzes about ‘Which Disney Character are you?’ to notice.

To me, and I am sure most people, these kinds of content are a great way to procrastinate when I should be working on my next column, but little do we realise that every piece of content we consume is actually created, developed and crafted as part of a clever marketing tool.

Which brings us to Native Advertising. Never heard of it? Me either. (Actually I have, I just didn’t want you to feel left out.) Native Advertising is the latest marketing craze which basically is catch-all term for digital advertorial (when an advertisement looks like an article), search engine advertising (you know those ads on the side of Google) and promoted posts on social networks like Facebook and Twitter (and now Instagram – sigh).

A good example of Native Advertising is this video, ‘People Vaporize Alcohol For The First Time’ – https://www.youtube.com/watch?v=BSWryl-O2N8, which seems innocuous enough but is clearly a sponsored advertisement for Vapeshot which stands in the foreground of the video looking shiny and fun. As this video has the same look and feel as numerous other Buzzfeed videos you could be forgiven for not recognising it as the sponsored piece of content it clearly is. And these pieces of content are big money for producers, while I have no concrete figures, it is easy to imagine that a website like Buzzfeed could charge upwards of $50,000 to Vapeshot for this one video.

While Native Advertising as been around for a long time, Buzzfeed is one of many sites that have managed to make it merge seamlessly with its other unsponsored content. And while no amount of standing on the sideline pointing this out is going to change anyone’s viewing habits, certainly not mine, it is interesting to be aware of the tactics that are being used to make us buy more stuff.

If you would like to find out about the social media services Lucy Birchley offers go to: lucybirchley

The post If Content Is King Then Buzzfeed Is Our Overlord appeared first on .

You’ve heard of hijacking, and if you’re social media savvy you should have heard of newsjacking – perhaps you’ve even done it yourself.  If not, Lucy Birchley explains all in this apparently simple, occasionally complex way to bring attention to yourself or your business…

Newsjacking. Yes it is a real thing and you’ve probably seen it a thousand times without even realising it. Mostly found on social media platforms such as Twitter, and popularised by online marketing strategist David Meerman Scott, newsjacking refers to content specifically created to piggyback off breaking news or events to increase its normal audience.

‘Kate Winslet was staying with Sir Richard Branson at a private retreat in the British Virgin Islands when lightning struck the home, setting it on fire. Branson’s elderly mother was in the home, and Winslet carried her out of the fire to safety.

Pretty amazing, right? News outlets certainly thought so, and the story was picked up worldwide. But you know who else thought it was amazing? The London Fire Brigade who, within a few hours of the story’s release, wrote a story for their website in which they offered Winslet a chance to train with their firefighters at their local training center. They let reporters in on their offer, and with little or no money the London Fire Brigade had tons of site traffic, inbound links, and media exposure to do with as they pleased. And that, my friends, is newsjacking!’

Corey Eridon, HubSpot, 2012

While it might sounds like something cooked up by an evil PR spin doctor trying to leverage off someone else’s tragedy, newsjacking can actually be a positive experience. Take for example, Duracell’s positive approach after Hurricane Sandy. In the wake of the disaster, which brought down countless power lines, Duracell set up mobile charging stations for people to charge their smartphones so that they could contact family and friends. Of course once most of the recipients had their phones turned back on they were able to take photos and Tweet about the kindness of the battery brand. Not bad for a few days work.

These days brands are trawling for interesting news stories and then creating clever campaigns often using humour or shock to fashion content that is instantly consumable and shareable. Take for example this ad by Lynx, which was released after naked photos of Prince Harry in Vegas were printed.

Essentially this means that newsjacking can give brands immediate impact on social media putting them out front of new trends or evening making them a significate instigator of one. And let’s face it who doesn’t love being a trend setter? Just ask the Joneses.

However, newbies beware, newsjacking can be a double edged sword and has its risks. Done well a clever social media user can increase followers, grow engagement, build brand awareness and generally make their brand look super cool. Unfortunately as with all things published in the public domain when newsjacking goes wrong it can be a total horror show.

A brand that recently felt the effects of bad newsjacking was DiGirorno Pizza. Usually lorded for their excellent comedic instincts and brilliant handle on real-time tweeting, unfortunately on this occasion DiGirorno failed to follow one of the most basic social media rules, check what a trending hastag is about before you use it.

Back in September in response to a viral video of American football star Ray Rice punching his then fiancée Janay Palmer, women took to twitter to discuss their own experiences of physical and emotional domestic violence by using the hashtag #whyIstayed. With an outpouring of tragic stories and shared experiences the hashtag itself went viral and DiGirorno was quick to respond with a humorous, but contextually offensive, quip “#whyIstayed You had Pizza.”

Needless to say that the backlash was instant, overwhelming and DiGirorno’s social media team had to do a lot of scrambling to do in order to negate a titanic sized brand melt down that they had unwittingly created.

So what is the lesson here? Well, newsjacking in itself is an easy and inexpensive way to increase followers on social media by using a little creativity and humour but as with everything we post online it’s better to eat your pizza than have it thrown in your face.

Happy tweeting!

The post Newsjacking: riding the coattails of the ‘now appeared first on .