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Creating your own viral video

Perhaps you’ve heard of some companies creating viral marketing videos, but you never thought you could do it. The truth is that many of those successful marketers never thought they could do it, either. Find out the basics of creating a video that your customers can find and pass on in my latest article for Revenue Magazine called “Lights, Cameras, Action!

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Mike Moran

Mike Moran is an expert in internet marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, a leading digital media marketing consultancy based in New York City. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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  1. That was a great article and fitting for my current objectives. I have a question about viral marketing with video and hope you will share your opinion.
    It seems that the most watched videos do not market anything and really have little branding in them.
    Example: Kobe jumps and Astin Martin. Nothing in the video, just the title of it. Sold a lot of cars…had millions of views…
    What do you think, how do I brand without excesive pitch and watermarking?

  2. Avatar Mike Moran

    Good question, Karl. I think you need to produce something that is either entertaining or educational or both. Your video must contain a message that is fun or helpful so that people pass it on. Think about what your target market is looking for and get that message out there. And don’t compare what you do the “most watched” videos. Instead, judge your success based on how much exposure and sales you get for something that costs very little.

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