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Social Media Viral Marketing “Kony 2012”

Social Media Viral Marketing “Kony 2012”. Charlie Mayfield UWSMC May 10, 2012. Viral Marketing. The rapid distribution of social media which expands exponentially, mimicking the spread of a computer virus or viral disease epidemic…. Kony. Criminal Ugandan Warlord.

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Social Media Viral Marketing “Kony 2012”

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  1. Social MediaViral Marketing “Kony 2012” Charlie Mayfield UWSMC May 10, 2012

  2. Viral Marketing The rapid distribution of social media which expands exponentially, mimicking the spread of a computer virus or viral disease epidemic…..

  3. Kony

  4. Criminal Ugandan Warlord • LRA – “Lord’s Resistance Army” – formed 1986 • Murder, sexual slavery, child abuse, child-soldiers • Since 1986, reportedly killed 70,000 civilians & kidnapped 75,000 children in 4 countries • 2M refugees flee violence

  5. No LRA Aims Lord’s Resistance Army has NO stated aims or goals, other than to perpetuate itself and its power through inhumane terrorism

  6. LRA Whereabouts Unknown Kony & the LRA left Uganda in 2006 Currently thought to be somewhere in South Sudan, Democratic Republic of the Congo, or the Central African Republic

  7. Uganda

  8. “Invisible Children” • San Diego based non-profit headed by Jason Russell started in 2004 • Seeks to • Have Kony arrested and tried for crimes against humanity • Stop LRA brutal & inhumane practices of: • Murder, rape, attack and destruction of towns & villages • Abducting and abusing children • Forcing children to become LRA soldiers

  9. Invisible Children’s Actions • Create social & political awareness • Produce & present films & videos to high schools and colleges throughout the US • Produced April 2007 “Displace Me” event • 67,000 US activists slept in the streets in “cardboard villages” to raise awareness of Ugandan refugees fleeing the LRA

  10. May 2010 President Obama signs “Lord’s Resistance Army Disarmament and Northern Uganda Recovery Act” Commits funds and Special Forces support to find & arrest Kony and pledges to “support the people northern Uganda”

  11. March 5, 2012 “Kony 2012” • Invisible Children launches new website and video • Intent was to • Raise awareness of Kony situation • Increase public pressure to capture Kony • Donate to the cause

  12. Influencers - The Viral Spread • Video & website showed 20 celebrities and 12 politicians as supporters • Viewers asked to select celebs and politicos and send them scripted Tweets to support the cause • Celebs & politicos then Tweeted to their audiences to support the cause and watch the video • Facebook pages also featured many shared links and comments

  13. Politicians • Bill Clinton • George Bush • Mitt Romney • Condeliza Rice • John Boehner • John Kerry • & 6 more Celebrities • George Clooney • Bono • Oprah • Rihanna • Tim Tebow • Angelina Jolie • Jay-Z • Ellen DeGeneres • Bill O’Reilly • Taylor Swift • Bill Gates • & 9 more

  14. Viral Twitter Explosion!!

  15. Celebs Tweet……. • Oprah11.2M Followers • : “Thanks tweeps for sending me info about ending #LRAviolence . I am aware. Have supported with $’s and voice and will not stop.#KONY2012.” • Rihanna: 18.5M Followers • “#KONY2012 Spread the word!!! PLEASE go to Invisiblechildren.com Even if its 10 minutes… Trust me, you NEED to know about this! #1LOVE”

  16. P-Diddy5.5M Followers

  17. Video Views Immediately Explode • 100M views worldwide in 6 days!!!! • Became the fastest growing on-line video of all time! • Viral spread primarily due to 18-29 year olds sharing links on Twitter and Facebook (Pew Research - http://mashable.com/2012/03/16/kony-2012-pew-study/)

  18. 6 Days To 100M Views!!!!

  19. Murmurs Of Criticism Start To Emerge • Invisible Children over-simplified and misrepresented the situation • Less than 1/3 of donations actually going to aid Uganda people • Many other human tragedies occurring throughout the world that need help & support • Who needs help the most? • Where can help do the most good? • Awareness raising by itself is useless to effect change

  20. And Then 10 Days After Kony 2012 Video Released And Received More Than 100M Views…..

  21. March 15 - Founder Jason Russell Has Mental Breakdown…….. Ran around San Diego naked & incoherent Destroyed campaign’s credibility and shifted its focus….

  22. And then…….. • April 20 “Cover the Night” event was poorly supported in US and worldwide • Supporters were asked to • “Cover The Night” with banners, posters, fliers, chalk art, and other visual materials • Stage rallies • “Kony Part II – Beyond Famous” video had fraction of “Kony 2012” views • 2M vs 100M+

  23. Feedback & Analysis • Viral campaign created broad awareness • Made Kony a bad-guy celebrity But…. • Failed to activateaudience beyond spreading the message • Awareness did not lead to action • Too many steps from “raise awareness…” to “find & arrest Kony”

  24. Kony Memes

  25. Buzz Died Quickly Over 12M Twitter mentions on 9 tags in March, less the 500,000 in April

  26. Slacktivism “Slacker” + “Activism” = “Slacktivism” Film said to inherently promote “Slacktivism” – creation of feel good measures for a social cause, such as sharing digital content, but not taking any real action to implement change

  27. Slacktivism Not The Problem?

  28. Engagement Itself Has Value

  29. Perhaps Goal Of Arresting Kony Using Strategy Of Viral Video - Was Really A Poor Plan???- Idealistic And Not Realistic??? - Not Achievable???

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