Leveraging your Visitors with Twitter

Here’s the slides from my pubcon presentation. I’m not sure how easy they’ll be to read without the accompanying talking, and you may need to use full screen to see the detail in the graphics. I apologize in advance.

Let me know what you thought.

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The Many Names of Viral Marketing

And he asked him, What is thy name? And he answered, saying, My name is Legion: for we are many.
Mark 5:9

I use the term social & viral marketing to refer to what I do: contagious, organic marketing. But there are a myriad of other words and phrases people use to describe it.

Buzz Marketing

Buzz is a kind of discussion among people — excitement, hype, or anticipation about a product or service. Buzz refers both to the execution of the marketing tactic, and the resulting communication that is created. This term is used often by those who use the term “word of mouth marketing”.

Word of Mouth Marketing

Wikipedia says word-of-mouth marketing encompasses the other forms of marketing mentioned here, including buzz, blog, viral, grassroots, cause influencers and social media marketing. This is probably the most common term and it is used to describe any form of marketing that results in individuals talking (unpaid) to each other about a product or service.

Social Media Marketing Marketing

Social media marketing specifically refers to the usage of social media websites and platforms for marketing purposes. Social voting sites like Digg, Reddit, and StumbleUpon are used as well as social networks like Facebook and MySpace. Social media marketing also occurs through various social media platforms like blogging and microblogging.

Viral Marketing

This is my favorite term. It refers to the creation and “seeding” of pieces of content into social networks (not just of the online, Facebook variety) with the intent and goal that they are then passed on from person to person, without paid media.

Link Baiting

Link baiting is a term popular with search marketers and it describes a tactic of creating content designed to attract incoming links to a site, to boost its organic search rankings. The content is often controversial and can be specifically targeted to individual bloggers or communities the marketer wishes to obtain links from.

Guerrilla Marketing

Guerilla marketing is a technique whereby buzz is created through low-budget (often high-risk or legally ambiguous) public-space tactics. It typically relies on targeting people where they do not expect to be targeted, such as their morning commute, and as such contains the danger of becoming annoying.

Stealth Marketing

A form of guerrilla marketing, stealth marketing (also called undercover marketing) is a kind of astroturfing in which actors are hired to pretend to be brand or product fans and talk it up to unsuspecting people.

I’m sure I missed a few terms here, what words do you guys use to refer to this type of marketing?

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The Viral Preferences of Twitter Users

You have a Twitter account, and you’re following some people. Some of those people are now following you back and you’re thinking “great, now what?” Or maybe you saw my Viral Tweet Test and are wondering how to accomplish the same effect for your content.

In my Viral Content Sharing Survey I uncovered a bunch of information that could prove useful to you if you’re trying to go viral via Twitter.

First, understand that as gregarious early-adopters Twitter users a very infectious vector to seed your viral content into. Twitter users tend to share content more often and with more people that the average user (in both one-to-one and especially in one-to-many ways). This means that it’s probably a good idea to Tweet your new content, and include “Tweet this” buttons to make sharing easier.



Next we can look at where Twitter users tend to share content from. Here we see that they prefer spreading content from blogs and social news sites (rather than mainstream news, a favorite of non-Twitter users). If you want your content to go viral, don’t do a press release or use a PR agency; post it to your blog and get it submitted to a social news site.

Lastly, determine what kind of content they like to share most often. The data says that compared to non-Twitter users (who share mostly humor) Twitter users prefer sharing news, opinion and even instructional content.

For data on more user profiles, check out the rest of my Viral Content Sharing Survey.

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