We were at the Exabytes Internet Marketing Summit 2017 on August 8th to share our 2 cents on the right approach to viral content. Christyn Paul, Regional Digital Lead at our digital marketing arm DEX Ventures, was one of the panel speakers at EIMS 2017…
Don’t Go Viral For The Wrong Reasons
Don’t Go Viral For The Wrong Reasons
We were at the Exabytes Internet Marketing Summit 2017 on August 8th to share our 2 cents on the right approach to viral content. Christyn Paul, Regional Digital Lead at our digital marketing arm DEX Ventures, was one of the panel speakers at EIMS 2017, where hundreds of other marketers gathered to learn the latest on digital marketing.
The session, titled “Don’t Go Viral For The Wrong Reasons”, focused on viral content and its place in digital marketing, asking the hard questions like editorial integrity and how to balance viral content and great content. It was moderated by Malaysiakini director, Chia Ting Ting, and featured other content-savvy personalities as panelists. Here’s a peek at what went down:
Chia: The goal of a viral marketing campaign is to increase awareness and buzz rather than converting clicks into sales. So a lot of clients that you manage, their aim to go viral is to get people to click to read an article or watch a video. As a PR and social marketer, how do you advise your clients in terms of producing marketing content that should feed the campaign objectives?
Christyn: The thing about digital marketing is you need to be very focused on your objectives. So if you are running a sales campaign and you want people to go to your e-commerce website to make a purchase, then our approach would be to create content that gets people to click “Buy Now” and go to the website. But if you’re creating a viral video, it doesn’t make sense because you’re getting people to view and share but not to buy the product from your website.
Chia: So Christyn, we know you manage a lot of brand/content marketing campaigns for your clients, and a lot of content, when it comes to circulation, is not only limited to Facebook. Content will also circulate to Youtube, if it’s in video format, Instagram, Twitter, publishing websites… so how do you manage multi-channel content marketing for your clients?
Christyn: Data is really very crucial in helping us map the journey of where our audiences are going, and also where our audiences interact most with our content. So I would say that we rely a lot on data, we use a lot of insights, we rely on Google Analytics.
DEX, for example, we’re partners with Oracle and Salesforce, so we rely on the tools that we have to tell us where the audiences are going, where their time is most spent on, how effective is the content that we give them to actual actions that are business value to our clients. So we help map out for our clients which ones bring the shortest journey and which ones take a little bit more measuring.
A lot of clients are FMCGs, and they want to get into Facebook, Instagram, Twitter… they want to go into everything simultaneously, and that’s not the way to go. In the beginning you should have a focus, in terms of what platforms you want to start off in, what platforms you want to be strong in, and then add on along the way. And the approach that you take on Facebook and the approach you take on Instagram is completely different. Your audience’s attention and the type of content you create differs on the platform you choose. So you have to be very focused in terms of where you start and then map your journey based on the data that you get.
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