going viral? maximize the impression network

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© Summers McKay 2011 The Impression Network How the aggregate network of strategic vested partners can propel quality content online and offline.

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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.

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Page 1: Going Viral? Maximize The Impression Network

©  Summers  McKay  2011  

The  Impression  Network  

How  the  aggregate  network  of  strategic  vested  partners  can  propel  quality  content  

online  and  offline.  

Page 2: Going Viral? Maximize The Impression Network

©  Summers  McKay  2011  

Start  with  a  great  story  and  a  quality  subject.  

Page 3: Going Viral? Maximize The Impression Network

©  Summers  McKay  2011  

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  

Page 4: Going Viral? Maximize The Impression Network

©  Summers  McKay  2011  

Then  Ask:  How  will  they  promote  their  interview?  

Page 5: Going Viral? Maximize The Impression Network

©  Summers  McKay  2011  

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.    

Page 6: Going Viral? Maximize The Impression Network

©  Summers  McKay  2011  

How  will  you  promote    this  interview?  

Page 7: Going Viral? Maximize The Impression Network

©  Summers  McKay  2011  

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!  

Page 8: Going Viral? Maximize The Impression Network

©  Summers  McKay  2011  

So  how  do  I  find  these  people?  

www.youtube.com/user/Nak3dHalo  

Page 9: Going Viral? Maximize The Impression Network

©  Summers  McKay  2011  

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.