social media virality by argyle social
DESCRIPTION
Learn how to grow your brand with Retweets and Likes. What types of content are most viral? How long does virality last on Twitter? How should you identify your viral influencers?TRANSCRIPT
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Virality: How to catch it.
We’ll start the show shortly…
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#virality
Who’s presenting?
Jay BaerPresidentConvince & Convert@jaybaer
Tom WebsterVP MarketingEdison Research@webby2001
Eric BoggsCEOArgyle Social@ericboggs
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#virality
Details
• Eric will lead Q & A at the end of the call.
• Tag your tweets with #virality
• We’re recording this shin dig.
• We’ll send an email follow up to everyone with the recording & slides.
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#virality
15 Second Commercial
Featuring interviews with social pros from:
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#virality
30-second plug: The Social Habit
Sound & Credible Social Media Consumer Research, From Edison Research
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Virality: How to catch it.
What is virality?
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#virality
Required inputs:
- Host cell(s)- Payload- Delivery
mechanism
Back to Bio101…
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#virality
Lifecycle
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A VIRALITY STORY…
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#virality
The Showtime Lakers…
• Lakers community site w/ millions of readers / month
• On Twitter: @LakersNation
• 21,843 total posts. 119,813 followers.
• 711,587 total retweets (32.5 per post)
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#virality
Fan site vs official site
RTs Top Viral Content
12,750
Steve Nash, Kobe Bryant, Ron Ron, Pau Gasol and Dwight Howard. That's not a bad starting five.
2,067
It's time to wake up - the Dwightmare is over. Dwight Howard is a Laker. http://t.co/kHIpHbS7
2,049
Dwight Howard reportedly willing to sign an extension w/ the Lakers. Says he's 'excited' about L.A. http://t.co/16NZoqlS
RTs Top Viral Content
6,010
Your new starting 5 together for the 1st time in the gold. What'd you think? #LakersCamp http://t.co/Lmm9ZlJZ
2,024
And your new look Lakers backcourt. @SteveNash & Kobe Bryant. #LakersCamp http://t.co/YbG1tnWO
1,495
The new look Lakers front court. @DwightHoward & @paugasol #LakersCamp http://t.co/3pdNUKzv
@LakersNation – 120k followers@Lakers (Official) – 2.7M followers
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#virality
80/20 Applies for Lakers Nation
• 134,552 total “retweeters” (RTers)
• 5.3 retweets per RTer
• 2,200 RTers have RT’d 1 out of every 400 posts.
• 6 RTers have RT’d1 out of every 20 posts.
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#virality
Lakers Nation’s Influential Retweeters
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
1.60%
1.80%
2.00%
Retweeters of High-Engagement Tweets
Retweeters
Vir
ality
of
Retw
eets
1,088 Retweeters
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DIGGING IN TO THE DATA…
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#solvingedgerank
#virality
Dataset
• 1M tweets• 10M RTs• Thousand of Twitter accounts• Diverse industries, verticals, sizes• Past 12 months
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#solvingedgerank
#virality
60% of RTs Happen in first 60 minutes
0 10 20 30 40 50 600%1%2%3%4%5%6%7%8%
0%
10%
20%
30%
40%
50%
60%
70%
Retweet Delay (First 60 Minutes)
Retweets % of Retweets (Cumulative)
Delay (s)
% o
f R
etw
eets
% o
f R
etw
eets
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#solvingedgerank
#virality
95% of RTs Happen in first 24 hours
0 4 8 12 16 20 240%
20%
40%
60%
80%
100%
Retweet Delay (First 24 Hours)
Retweets % of Retweets (Cumulative)
Delay (s)
% o
f R
etw
eets
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#solvingedgerank
#virality
Most accounts don’t get the viral bump
Twitter Account Retweet Rates
Accounts
Re
twe
et
Ra
te
Lots of retweets
Very few retweets
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#solvingedgerank
#virality
Posts with !!! get ~50% more RTs
0.00%
0.20%
0.40%
0.60%
0.80%
Avg %
of
follow
ers
to R
T a
post
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#solvingedgerank
#virality
Posts with ? get ~70% more replies
Posts with Question Marks Posts without Question Marks
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
Avg %
of
follow
ers
to r
eply
to a
post
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WHAT ABOUT TARGETING INFLUENCERS?
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#solvingedgerank
#virality
Minnows more valuable than whales…
Perception: big influencers drive shares.Reality: small-following influencers drive shares.
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#solvingedgerank
#virality
This isn’t about Klout score…• Universal influence score isn’t always
useful.• Minnows by definition have low
influence.• You want to know what users help
you generate engagement.
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#solvingedgerank
#virality
Tracking influence internally…
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WHY DO PEOPLE RETWEET?
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#solvingedgerank
#virality
How Word-Of-Mouth Advertising Works
34%
25%
21%
20%
Reasons To Share
Product InvolvementSelf InvolvementOther InvolvementMessage Involvment
Ernest Dichter“How Word of Mouth Advertising Works”1966
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#solvingedgerank
#virality
A RT is like telling someone else’s joke
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#solvingedgerank
#virality
Interest intersection drives virality
Account Topic # of accounts in the top 50
Sports 21
Religion 3
Consumer Tech 3
Entertainment 3
Higher Ed 2
Local 2
All other (no topic had more than 1)
16
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#solvingedgerank
#virality
Interest intersections illustratedMy Interest My Follower
Concentration
Their Follower Concentration
Viral oppy?
SMM High High Very good
Parenting Medium Medium Good
Carolina basketball Medium Medium Good
Heavy metal music Tom and my brother ??? Poor
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#solvingedgerank
#virality
Measuring content interest areas…
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4 TAKEAWAYS…
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#solvingedgerank
#virality
1.) A Gangnam Style moment is unlikely.
Only .0006% of posts in our sample had a positive viral coefficient.
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#solvingedgerank
#virality
2.) Grow your audience.
Many minnows are more valuable than a few whales.
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#solvingedgerank
#virality
3.) Interest intersection drives virality.
High-density interests drive viral results. Frame viral content around your followers’ followers.
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#solvingedgerank
#virality
4.) Help yourself with audience mgmt.
80% of the Retweets come from 20% of the Retweeters. Socialize accordingly!
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WRAP UP, Q&A, HILARIOUS BANTER