NEWS

17 May 2021

Tags: Editorial

Five Tips For Making Content Go Viral

viral-content-1

 

Creating a viral hit is the quest for the holy grail that scores of marketers set out upon but from few return successful. Here are five tips for improving your odds for viral success from Robert Höglund, Head of Social Media at Lion & Lion Indonesia.

 

Pay

This sounds counter-intuitive. Isn’t the point with viral content that you shouldn’t have to pay for getting it out there? You have probably heard about a lot of examples of videos, campaigns and images that went viral on the internet without anyone paying a single cent to promote them. But you probably haven’t heard about the hundreds of thousands of pieces of content that never went viral.

You have to give a snowball a push for it to start rolling down the hill. You dramatically increase the chances that your content gets a large number of shares if you ensure people are guaranteed to see it in the first place. The free viral phenomena are shining exceptions from the rule that you get what you pay for. As a rule of thumb, make sure the budget for promoting your content is at least as big as the budget for creating it.

 

Be brave

When it comes to creating viral content, you need to be prepared to go outside your comfort zone. If you’re not willing to do that, then almost all hope of virality is already lost. What often happens is that you start out with a strong idea but then it gets weaker and weaker as more and more people in the organisation have a say. The result of this might not be that obvious when dealing with classic advertising. But when it comes to virality, it’s a ‘winner takes it all kind’ of a game. There’s nowhere to hide from the brutal face of failure when the content just is not strong enough.

 

Make sure people know it was you

Often people don’t even know who was the sender behind a viral message. The mistake many marketers make is to come up with something really funny or interesting but not being able to tie it back to the actual sender of the message. In many cases, the only thing that connects sender and message is a logo and maybe a tagline at the end of a video. The story of the content must have a connection to your business. If you get 10 million views but no new customers, then the win was actually a failure.

 

Turn things upside down

Getting a good idea in the first place is probably the hardest part of creating viral content. Questioning assumptions and looking at things from new angles makes it easier. Try to come up with a piece of content that would surely go viral but that would be impossible for you to create. That often gets your idea generating brain going. And some of the impossible ideas might just be possible after a few tweaks. Continue with asking yourself what kind of message would be the opposite of the one you want to communicate. This can further stimulate creative ideas.

 

Follow the STEPPS

Jonah Berger is a marketing professor who spent the last decade studying why certain things catch on and others don’t. Through extensive research, Berger found six key characteristics of viral content:

It contains Social currency. Stuff that makes us look good when we share it. It’s a topic we are Triggered to think and talk about. It’s Emotional. We share things that contain strong emotions regardless of whether it makes us feel amused, happy, amazed or angry. It is Public. Things become viral more easily when we see that others use a product, or interact with a brand. An example is the campaign that involves changing your FB-profile picture. It contains Practical value. For example, explaining a novel way to do something we do all the time, how-to tips etc. It contains a powerful Story that is easy to tell.

However, note that it isn’t necessary for a viral story to contain all these characteristics. But the more the better. Read more about his research and see examples of content that follow the STEPPS at this website.

 

Our Take

To sum it up. Virality is both about creating content that people want to share, but also giving it the right conditions to be able to be seen and shared. Don’t put everything on black and count on that you will achieve the next viral success.

 

Interested in partnering with Lion & Lion? Drop us a message or give us a call.

 

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Privacy Policy

INTRODUCTION
Lion & Lion needs to gather and use certain information about individuals.

These can include customers, suppliers, business contacts, employees and other people the organisation has a relationship with or may need to contact.

This policy describes how personal data must be collected, handled and stored to meet the company’s data protection standards — and to comply with the laws.

Lion & Lion may change, revise and/or amend this policy from time to time in accordance with the relevant laws. The updated version of such changes will be effective starting from the date that it is published.

WHY THIS POLICY EXISTS
This data protection policy ensures Lion & Lion:

• Complies with data protection laws and follows good practice
• Protects the rights of staff, customers and partners
• Is open about how it stores and processes individuals’ data
• Protects itself from the risks of a data breach

DATA PROTECTION LAW
Data Protection Law, in general, governs how organisations, including Lion & Lion, must collect, handle and store personal information.

Data Protection Law applies regardless of whether data is stored electronically, on paper or on other materials. To comply with the law, personal information must be collected and used fairly, stored safely and not disclosed unlawfully.

Each of the entities under the Lion & Lion Group adheres to its local data protection law (if any); namely;
• Malaysia – Personal Data Protection Act 2010 (PDPA)
• HK – Personal Data (Privacy) Ordinance (Cap. 486)
• Singapore – Personal Data Protection Act 2012 (No. 26 of 2012)
• Vietnam – Law on Cyber-Information Security (LCIS)
• Taiwan – Personal Data Protection Law (‘PDPL’)

In addition, Lion & Lion Group will also adhere to the General Data Protection Regulations (GDPR) when applicable (ie. when personal data is processed for activities and transactions occur within the European Union).

The General Data Protection Regulations are underpinned by six important principles. These say that personal data must:
• Be processed fairly and lawfully and in a transparent manner in relation to individuals;
• Be collected for specified, explicit and legitimate purposes and not further processed in a manner that is incompatible with those purposes;
• Be adequate, relevant and not excessive
• Be accurate and kept up to date
• Not be held for any longer than necessary
• Be processed in accordance with the rights of data subjects and in a manner ensuring appropriate security of the personal data

PEOPLE, RISKS AND RESPONSIBILITIES

POLICY SCOPE
This policy applies to:
• All staff of Lion & Lion
• All authorised agents, contractors, suppliers, third party service providers and other people working on behalf of Lion & Lion where they are required to use personal data collected by Lion & Lion (including but not limited to its external professional advisors and auditors)
• Any related and affiliated companies of Lion & Lion (including Lion & Lion’s intermediate owners and ultimate beneficial owner)

It applies to all data that the company holds relating to identifiable individuals. This can include:
• Names of individuals
• Postal addresses
• Email addresses
• Telephone numbers
• Any other information relating to individuals and relevant to customer surveys and/or offers
• IP addresses and cookie strings
• Sensitive data (if any)

DATA PROTECTION RISKS
This policy helps to protect Lion & Lion from some data security risks, including:
• Breaches of confidentiality. For instance, information being given out inappropriately.
• Failing to offer choice. For instance, all individuals should be free to choose how the company uses data relating to them.
• Reputational damage. For instance, the company could suffer if hackers successfully gained access to sensitive data.
• Lion & Lion will also conduct a Risk Management Plan to assess risk and mitigate harm to the data that is collected and stored. This Risk Management Plan, created by the Project Manager of any project, defines how risks associated with any project will be identified, analyzed and managed and such plan will outline how risk management activities will be performed, recorded and monitored throughout the lifecycle of the project.

RESPONSIBILITIES
Everyone who works for or with Lion & Lion has some responsibility for ensuring data is collected, stored and handled appropriately.
Each team that handles personal data must ensure that it is handled and processed in line with this policy and data protection principles.

However, these people have key areas of responsibility:
• Lion & Lion’s Board of Directors are ultimately responsible for ensuring that Lion & Lion meets its legal obligations.

• The Data Protection Officer is responsible for:
- Keeping management updated about data protection responsibilities, risks and issues.
- Reviewing all data protection procedures and related policies, in line with an agreed schedule.
- Arranging data protection training and advice for the people covered by this policy.
- Handling data protection questions from staff and anyone else covered by this policy.
- Dealing with requests from individuals to see the data Lion & Lion holds about them (also called ‘subject access requests’).
- Checking and approving any contracts or agreements with third parties that may handle the company’s sensitive data.

• The Head of Operations and appointed IT Manager is responsible for:
- Ensuring all systems, services and equipment used for storing data meet acceptable security standards.
- Performing regular checks and scans to ensure security hardware and software is functioning properly.
- Evaluating any third-party services the company is considering using to store or process data. For instance, cloud computing services.

• The marketing execution teams are responsible for:
- Approving any data protection statements attached to communications such as emails and letters.
- Where necessary, working with other staff to ensure marketing initiatives abide by data protection principles.

DATA USE AND COLLECTION
Personal data is of no value to Lion & Lion unless the business can make use of it. However, it is when personal data is accessed and used that it can be at the greatest risk of loss, corruption or theft. The following guidelines will govern how Lion & Lion collects and uses personal data:

• Personal data will only be used for the purposes for which they were collected.
• The purposes for which personal data are being collected will be explained to individuals. These purposes may include the following; Contractual Necessity and Compliance with Legal Obligations
• Consent should always be obtained from the individual to use this personal data for a secondary purpose.
• Individuals will be provided with the opportunity to decline to provide personal data and the consequences of refusing to provide personal data will be clearly explained to individuals.
• A visible and easy to use mechanism will always be provided to individuals to withdraw their consent for processing their personal data.
• When working with personal data, employees should ensure the screens of their computers are always locked when left unattended.
• Personal data should not be shared informally. Data must be encrypted before being transferred
• All data stores and laptops that hold or process personal data will be equipped with encryption software.
• Personal data processed within the EU (if any) should never be transferred to a country or territory outside of the European Economic Area unless the country or territory ensures adequate level of security and unless there is a written consent.
• Employees should not save copies of personal data to their own computers. Always access and update the central copy of any data.
• Privacy / data protection compliance should always be taken into consideration in the:
- design of new and/or redevelopment of existing systems or business processes.
- specification, procurement and testing of new items of hardware used to support business processes
- specification, design and testing of new items of software used to support business processes.

DATA STORAGE
These rules describe how and where data should be safely stored. When data is stored on paper, it should be kept in a secure place where unauthorised people cannot see it.

These guidelines also apply to data that is usually stored electronically but has been printed out for some reason:

• When not required, the paper or files should be kept in a locked drawer or filing cabinet.
• Employees should make sure paper and printouts are not left where unauthorised people could see them, like on a printer.
• Data printouts should be shredded and disposed of securely when no longer required.

When data is stored electronically, it must be protected from unauthorised access, accidental deletion and malicious hacking attempts:
• Data should be protected by strong passwords that are changed regularly and never shared between employees.
• If data is stored on removable media (like a CD or DVD), these should be kept locked away securely when not being used.
• Data should only be stored on designated drives and servers, and should only be uploaded to an approved cloud computing services.
• Servers containing personal data should be sited in a secure location, away from general office space.
• Data should be backed up frequently. Those backups should be tested regularly, in line with the company’s standard backup procedures.
• Data should never be saved directly to laptops or other mobile devices like tablets or smartphones.
• All servers and computers containing data should be protected by approved security software and a firewall.

Personal data will only be retained for as long as necessary for the purpose(s) for which they were collected. The following controls in place to ensure that personal data are destroyed of or transferred back to another party in a manner that prevents improper access:

Data deletion or transfer requests should be made by email, addressed to the data controller at gdpr@lionandlion.com. The data controller will supply a standard request form and will aim to address the request within 14 days.
The data controller will always verify the identity of anyone making a request before handing over any information.

DATA ACCURACY
The applicable laws require Lion & Lion to take reasonable steps to ensure data is kept accurate and up to date.

The more important it is that the personal data is accurate, the greater the effort Lion & Lion should put into ensuring its accuracy.

It is the responsibility of all employees who work with data to take reasonable steps to ensure it is kept as accurate and up to date as possible.
• Data will be held in as few places as necessary. Staff should not create any unnecessary additional data sets.
• Staff should take every opportunity to ensure data is updated. For instance, by confirming a customer’s details when they call.
• Data should be updated as inaccuracies are discovered. For instance, if a customer can no longer be reached on their stored telephone number, it should be removed from the database.
• It is the marketing manager’s responsibility to ensure marketing databases are checked against industry suppression files every six months and to record the status after each check.

SUBJECT ACCESS REQUESTS
All individuals who are the subject of personal data held by Lion & Lion are entitled to:
• Ask what information the company holds about them and why.
• Ask how to gain access to it, request for transfer, updates or amendments of data
• Be informed how to keep it up to date.
• Be informed how the company is meeting its data protection obligations.
• Raise complaints or report any breach of data protection law
• Request for erasure of data

Subject access requests from individuals should be made by email, addressed to the data controller at gdpr@lionandlion.com. The data controller will supply a standard request form and will aim to provide the relevant data within 14 days.

The Data Protection Officer will always verify the identity of anyone making a subject access request before handing over any information.

All requests (including but not limited to data breach notification and complaints) shall be free of charge and will be recorded in the Company’s system.

DATA BREACH, COMPLAINTS AND INQUIRIES
Detailed information and guidance on data breach, complaints and inquiries procedures, can be found here.

DISCLOSING DATA FOR OTHER REASONS
In certain circumstances, Personal Data may be required to be disclosed to law enforcement agencies or authorities without the consent of the data subject.
Under these circumstances, Lion & Lion will disclose the requested data. However, Lion & Lion will ensure the request is legitimate, seeking assistance from the company’s legal advisers where necessary.

PRIVACY CONTROL MANAGEMENT
The Data Protection Officer will conduct annual Privacy/ Data Protection Compliance Audits at a designated time between the month of July and August. Staff of Lion & Lion are required take the annual privacy and data protection training with an assessment to acknowledge the policy.

GENERAL STAFF GUIDELINES
• The only people able to access data covered by this policy should be those who need it for their work.
• Data should not be shared informally. When access to confidential information is required, employees can request it from their line managers.
• Lion & Lion will provide training to all employees to help them understand their responsibilities when handling data.
• Employees should keep all data secure, by taking sensible precautions and following the guidelines below.
• In particular, strong passwords must be used and they should never be shared.
• Personal data should not be disclosed to unauthorised people, either within the company or externally.
• Data should be regularly reviewed and updated if it is found to be out of date. If no longer required, it should be deleted and disposed of.
• Employees should request help from their line manager or the data protection officer if they are unsure about any aspect of data protection.