Content Marketing, Social Media Case Studies, Social Media Strategy, Social Media Tools, Blogging and Content Creation, Social Media Marketing, Twitter Top 20 Interviews

Dan Zarrella – The Twitter 20 Interview About Viral Marketing

In an era where much of the information and resources about social media is of the squishy “care about your customer and converse with them” variety, Dan Zarrella is an incredibly important counter-balance. Social dan zarrella social media scientist Dan Zarrella   The Twitter 20 Interview About Viral Marketingmedia is online. That makes it measurable. And trackable. And testable.

Through his excellent blog, his work at Hubspot, and now a fantastic new book, Dan applies math and science to social media. He’s studied literally millions of tweets and online viral events. Plus, his research into the oral tradition and the history of memetics makes him perhaps the only guy that can both reboot a server and dissect the virality of Beowulf.

Dan was interviewed live on Twitter as part of the Twitter 20 twitter interview series on December 15, 2009.

1. @jaybaer: Your book – “The Social Media Marketing Book”  is a “cookbook” for social Web. What do you mean?
The Social Media Marketing Book 9780596806606  Dan Zarrella  Books.jpg Dan Zarrella   The Twitter 20 Interview About Viral Marketing

  • @danzarrella: It’s a hands-on, tactical guide book to social media marketing tactics and platforms for readers to pick from.

2. @jaybaer: Where does social media fit into the overall digital marketing ecosystem?

  • @danzarrella: On one level, it’s a great tactic or tool to be employed alongside the rest, on another level it can be used as research to inform all other types of marketing.

3. @jaybaer: Is social media marketing different from social media? Are social CRM folks playing a different game than you are?

  • @danzarrella: I tend to take a pretty hollistic approach to social media marketing that includes customer service – happy customers are your best marketers.

4. @jaybaer: What are the key success metrics for social media marketing?

  • @danzarrella: The bottom line is always the best metric, # of leads, sales or customers.
  • Short of that I’m a big fan of measuring engagement, time on site, subscribers, followers, fans, etc.

5. @jaybaer: What’s the most overlooked aspect of creating content that gets links and viral attention?

  • @danzarrella: Diction, linguistics and tactics beyond humor.

6. @jaybaer: How does real-time search impact social media marketing?

  • @danzarrella: It strengthens the link between SEO and social media marketing, and makes crisis management in social media even more important.

7. @jaybaer: Are retweets the purest measure of social influence at this point?

  • @danzarrella: They can be gamed. I like a combined metric of retweets and replies for Twitter influence measurement, but RTs are elegant.

8. @jaybaer: In a Twitter 20 interview, @mackcollier said he felt RTing was more valuable to authors than commenting on their blog. True?

  • @danzarrella: I agree 110%. It’s commenting plus promotion. Though its hard to use for longer discussion/feedback.

9. @jaybaer: Quite a bit of debate out there on tweeting similar stuff multiple times. Does this tactic work?

  • @danzarrella: All the data I’ve seen says it does work, but you have to weigh this against the idea that you may annoy a follower or two.
  • But be careful to tweet different points from a blog post. If you’re tweeting a post multiple times, don’t duplicate tweets.

10. @jaybaer: You’ve also written that the more you tweet, the fewer clicks you’ll receive. Can you elaborate on that?

  • @danzarrella: if you tweet lots of links in a short period of time, each link will have a lower clickthrough percentage.
  • To maximize CTR, you should avoid “link fatigue” and space our your link tweets.
  • If your followers see 100s of links fly through their timeline, they’re not likely to pay attention to any individual one.

11. @jaybaer: Do tweets with linked photos/videos get more or fewer clicks?

  • @danzarrella: I’ve never done any research into that, but it is a very interesting idea. I’ll have to check it out.

12. @jaybaer: How much does reciprocity, being willing to promote others, impact your chances of social media and viral success?

  1. @danzarrella: In some platforms it helps more than others, but it’s never a bad idea.
  2. But you’ll want to build your brand on something more than back scratching.

13. @jaybaer: If you had to recommend that a client have a blog OR be active on Twitter, which would you suggest and why?

  • @danzarrella: It would depend on the business, but in most cases a blog
  • It adds more substantial content to their site, helps with SEO and can be a hub for all sorts of other marketing activities.

14. @jaybaer: With content being open and searchable as a default, do you believe Facebook will become a Twitter-esque viral force?

  • @danzarrella: I think they’re 2 totally different networks. Facebook is two-way “strong” connections, twitter is great for weak connections.
  • Your favorite actor or basketball player isn’t going to friend you on Facebook but you can follow them on Twitter.
  • Facebook isn’t great for “gate jumping” Twitter is a ninja gate jumper.

15. @jaybaer: In your Webinar you talked about social proof driving viral spread. What do you mean by that?

  • @danzarrella: If I see that a lot of people (especially those I know or trust) like some person or content, I’m more likely to like it also.
  • Things like subscriber counts, follower counts and the Tweetmeme button all add to social proof.
  • Think of a line outside a restaurant, it makes you think that place is really good.

16. @jaybaer: Speaking of tweetmeme, is it better to give readers a bunch of options (a la ShareThis) or focus on TweetmemeDigg?

  • @danzarrella: I do both icon wink Dan Zarrella   The Twitter 20 Interview About Viral Marketing A big tweetmeme button at the top of a post, and little “sexybookmarks” (great plugin) at the bottom.

17. @jaybaer: How does mobile and presence-based social media change virality and memes? Or does it?

  • @danzarrella: I think over the next year, it will make real life important again: Foursquare, augmented reality, etc.
  • The line between online and offline will blur even farther.

18. @jaybaer: People are always talking about “viral videos”. Is video more likely to be spread virally than text?

  • @danzarrella: Video is a more encapsulated thing, so its less likely to change and mutate as it spreads, you just send a youtube link.
  • Text gets rewritten, retweeted, re-blogged and mutated, so its spread is much different.

19. @jaybaer: What’s your summary, 140-character advice for making content more viral?

  • @danzarrella: news > humor, nouns > verbs, add social proof, and speak directly to your audience.

zombie 150x150 Dan Zarrella   The Twitter 20 Interview About Viral Marketing20. @jaybaer: Seriously, you know & care more about zombies than probably anyone. WTF? Are you an undead social media scientist?

  • @danzarrella: Haha I am! Actually I’m an Undead Destruction Scientist. For instance, molotov cocktails = bad & swords are better than guns.

@jaybaer: Okay that requires a follow-up @danzarrella Why are molotov cocktails no good for zombie killing?

  • @danzarrella: Fighting flesh hungry undead is hard enough, fighting flaming undead is even harder, plus they can burn your building down.

Wow. Some exceptional advice here from Dan Zarrella. (Read his book by the way, it’s excellent). My favorite quote was probably: “Facebook isn’t great for “gate jumping” Twitter is a ninja gate jumper.”

What was your favorite? Also, please give me your suggestions for Twitter 20 interviews in 2010.

(zombie photo by Dan Hollisterduck)

Related
  • http://thelostjacket.com Stuart Foster

    The last part of this interview really took it home for me.

    Dan kicks ass AND I learned something about Zombies?

    Win.
    .-= Stuart Foster´s last blog ..7 Sure-Fire Ways to Bring a Company Blog Back from the Dead =-.

    • http://www.convinceandconvert.com/ Jay Baer

      Exactly. Best zombie content of any Twitter interview. Ever.

  • http://thelostjacket.com Stuart Foster

    The last part of this interview really took it home for me.

    Dan kicks ass AND I learned something about Zombies?

    Win.
    .-= Stuart Foster´s last blog ..7 Sure-Fire Ways to Bring a Company Blog Back from the Dead =-.

    • http://www.convinceandconvert.com Jay Baer

      Exactly. Best zombie content of any Twitter interview. Ever.

  • http://twitter.com/jeanniecw/statuses/6702922120 jeanniecw (Jeannie Walters)

    Twitter Comment


    RT @jaybaer: Viral marketing, science of retweets, & more in interview of @danzarrella (lots to learn here) [link to post] #twt20 – Posted using Chat Catcher

  • http://twitter.com/jeanniecw/statuses/6702922120 jeanniecw (Jeannie Walters)

    Twitter Comment


    RT @jaybaer: Viral marketing, science of retweets, & more in interview of @danzarrella (lots to learn here) [link to post] #twt20

    Posted using Chat Catcher

  • http://twitter.com/CreativeDynamix/statuses/6703411798 CreativeDynamix (Roisin Markha

    Twitter Comment


    RT @jaybaer: Viral marketing, science of RT’s, & more in this interview of @danzarrella (lots to learn here) [link to post] #twt20 – Posted using Chat Catcher

  • http://twitter.com/CreativeDynamix/statuses/6703411798 CreativeDynamix (Roisin Markham)

    Twitter Comment


    RT @jaybaer: Viral marketing, science of RT’s, & more in this interview of @danzarrella (lots to learn here) [link to post] #twt20

    Posted using Chat Catcher

  • http://twitter.com/danzarrella/statuses/6703561042 danzarrella (Dan Zarrella)

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    RT @jaybaer: Viral marketing, the science of retweets, & more in this interview of @danzarrella [link to post] #twt20 – Posted using Chat Catcher

  • http://twitter.com/danzarrella/statuses/6703561042 danzarrella (Dan Zarrella)

    Twitter Comment


    RT @jaybaer: Viral marketing, the science of retweets, & more in this interview of @danzarrella [link to post] #twt20

    Posted using Chat Catcher

  • http://twitter.com/seowolf/statuses/6703678556 seowolf (Horia Neagu)

    Twitter Comment


    RT @danzarrella @jaybaer: Viral marketing, the science of RTs & more in this interview [link to post] A solid tweenterview. – Posted using Chat Catcher

  • http://twitter.com/seowolf/statuses/6703678556 seowolf (Horia Neagu)

    Twitter Comment


    RT @danzarrella @jaybaer: Viral marketing, the science of RTs & more in this interview [link to post] A solid tweenterview.

    Posted using Chat Catcher

  • http://twitter.com/braundoug/statuses/6703936727 braundoug (Doug Braun)

    Twitter Comment


    Viral marketing, the science of retweets, & more in this interview of @danzarrella (lots to learn here): [link to post] (RT @jaybaer) – Posted using Chat Catcher

  • http://twitter.com/braundoug/statuses/6703936727 braundoug (Doug Braun)

    Twitter Comment


    Viral marketing, the science of retweets, & more in this interview of @danzarrella (lots to learn here): [link to post] (RT @jaybaer)

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    RT @jaybaer: Viral marketing, the science of retweets, & more in this interview of @danzarrella [link to post] – Posted using Chat Catcher

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    RT @jaybaer: Viral marketing, the science of retweets, & more in this interview of @danzarrella [link to post]

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    Twitter Comment


    Dan Zarrella – The Twitter 20 Interview About Viral Marketing [link to post] (via @jaybaer)

    Posted using Chat Catcher

  • http://twitter.com/robin_low/statuses/6704941736 robin_low (Robin Low)

    Twitter Comment


    RT @jaybaer: Viral marketing, the science of retweets, & more in this interview of @danzarrella [link to post] #twt20 – Posted using Chat Catcher

  • http://twitter.com/robin_low/statuses/6704941736 robin_low (Robin Low)

    Twitter Comment


    RT @jaybaer: Viral marketing, the science of retweets, & more in this interview of @danzarrella [link to post] #twt20

    Posted using Chat Catcher

  • http://twitter.com/shellykramer/statuses/6705044668 shellykramer (Shelly Kramer)

    Twitter Comment


    RT @robin_low: RT @jaybaer: Viral marketing, the science of retweets, & more in this interview of @danzarrella [link to post] #twt20 – Posted using Chat Catcher

  • http://twitter.com/shellykramer/statuses/6705044668 shellykramer (Shelly Kramer)

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    RT @robin_low: RT @jaybaer: Viral marketing, the science of retweets, & more in this interview of @danzarrella [link to post] #twt20

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    Twitter Comment


    RT @jaybaer: Viral marketing, science of retweets & more in this interview of @danzarrella (lots to learn here) [link to post] #twt20 – Posted using Chat Catcher

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    RT @jaybaer: Viral marketing, science of retweets & more in this interview of @danzarrella (lots to learn here) [link to post] #twt20

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  • http://twitter.com/axl163/statuses/6705421580 axl163 (axl163)

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    RT @jaybaer Dan Zarrella – The Twitter 20 Interview About Viral Marketing | Blogging and Content Creation | Social M… [link to post] – Posted using Chat Catcher

  • http://twitter.com/axl163/statuses/6705421580 axl163 (axl163)

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    RT @jaybaer Dan Zarrella – The Twitter 20 Interview About Viral Marketing | Blogging and Content Creation | Social M… [link to post]

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  • http://twitter.com/LoriMoreno/statuses/6705621399 LoriMoreno (LoriMoreno)

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    RT @Sung_H_Lee Viral marketing science of retweets & more interview of @danzarrella [link to post] (via @clementyeung @jaybaer) – Posted using Chat Catcher

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    RT @Sung_H_Lee Viral marketing science of retweets & more interview of @danzarrella [link to post] (via @clementyeung @jaybaer)

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  • http://www.jonbuscall.com/ Jon Buscall

    Great point about not using links too much in tweets. I think some people think they’re being useful or helpful by constantly promoting sites and cool stuff, but I actually tend to learn to ignore those people as I get blind to their links.

    Enjoyed this interview a lot, Jay. Cheers.
    .-= Jon Buscall´s last blog ..What Content Farms Mean for Your Business Blog =-.

  • http://www.jonbuscall.com Jon Buscall

    Great point about not using links too much in tweets. I think some people think they’re being useful or helpful by constantly promoting sites and cool stuff, but I actually tend to learn to ignore those people as I get blind to their links.

    Enjoyed this interview a lot, Jay. Cheers.
    .-= Jon Buscall´s last blog ..What Content Farms Mean for Your Business Blog =-.

  • http://twitter.com/joewaters/statuses/6708365688 joewaters (Joe Waters)

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    Gr8 stuff RT @danzarrella: Viral marketing, science of retweets, & more in this useful interview [link to post] #twt20 /via @jaybaer – Posted using Chat Catcher

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    Gr8 stuff RT @danzarrella: Viral marketing, science of retweets, & more in this useful interview [link to post] #twt20 /via @jaybaer

    Posted using Chat Catcher

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    How to use science and math in viral marketing: The science of retweets & more with @danzarrella [link to post] –> via @SteveAkinsSEO

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    RT @jaybaer: RT @danzarrella: Viral marketing, the science of retweets, & more in this useful interview [link to post] #twt20

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    What are key metrics for success in social media? Number of leads, sales or customers. YES! More w/ @danzarrella: [link to post] – #in

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    What are key metrics for success in social media? Number of leads, sales or customers. YES! More w/ @danzarrella: [link to post] – #in – Posted using Chat Catcher

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  • http://twitter.com/mwestenburg/statuses/6714013512 mwestenburg (Marc Westenburg)

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  • http://twitter.com/tumbleweeeeeed/statuses/6717331039 tumbleweeeeeed (Bsee)

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    @NewCC read this [link to post] – Posted using Chat Catcher

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    @NewCC read this [link to post]

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  • http://twitter.com/daghansimsek/statuses/6726211556 daghansimsek (Dagi)

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  • http://twitter.com/daghansimsek/statuses/6726211556 daghansimsek (Dagi)

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  • http://twitter.com/rpendse/statuses/6738363847 rpendse (Rani Pendse)

    Twitter Comment


    RT @jaybaer Dan Zarrella – The Twitter 20 Interview About Viral Marketing, Blogging and Content Creation, see [link to post] – Posted using Chat Catcher

  • http://twitter.com/rpendse/statuses/6738363847 rpendse (Rani Pendse)

    Twitter Comment


    RT @jaybaer Dan Zarrella – The Twitter 20 Interview About Viral Marketing, Blogging and Content Creation, see [link to post]

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  • http://twitter.com/3MLindsay/statuses/6739152040 3MLindsay (Lindsay Powell)

    Twitter Comment


    “Facebook isn’t great for ‘gate jumping’, Twitter is a ninja gate jumper” – Dan Zarrella, social media statistician, [link to post] – Posted using Chat Catcher

  • http://twitter.com/3MLindsay/statuses/6739152040 3MLindsay (Lindsay Powell)

    Twitter Comment


    “Facebook isn’t great for ‘gate jumping’, Twitter is a ninja gate jumper” – Dan Zarrella, social media statistician, [link to post]

    Posted using Chat Catcher

  • http://twitter.com/pamdyer/statuses/6741306972 pamdyer (Pam Dyer)

    Twitter Comment


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  • http://twitter.com/pamdyer/statuses/6741306972 pamdyer (Pam Dyer)

    Twitter Comment


    The science of networking success [link to post] (via @danzarrella) Crunch some #s to gauge social-media effectiveness

    Posted using Chat Catcher

  • Maria Helm

    The Science of Networking Success http://bit.ly/7DyqyL

  • http://twitter.com/charliestweet/statuses/6759205535 charliestweet (Charlotte Forsb

    Twitter Comment


    Twitter Interview with Dan Zarrella about Viral Marketing: [link to post] – RT @jaybaer – Posted using Chat Catcher

  • http://twitter.com/charliestweet/statuses/6759205535 charliestweet (Charlotte Forsberg)

    Twitter Comment


    Twitter Interview with Dan Zarrella about Viral Marketing: [link to post] – RT @jaybaer

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  • http://twitter.com/4leafclovergirl/status/6762121892 Lisa Lisa

    The science of networking success >>> http://ow.ly/MZ67 Dan Zarrella – The Twitter 20 Interview About Viral Marketing.

  • http://twitter.com/barbchamberlain/status/6769060559 barbchamberlain

    Wd you rather have an RT of your blog here, or a comment on it? That/other good stuff in @jaybaer interview via… http://ff.im/-d3p61

  • Fernando

    Dan – you need to hit the beach pal. Spending too much time in front of a computer.

  • http://YourWebsite Fernando

    Dan – you need to hit the beach pal. Spending too much time in front of a computer.

  • http://twitter.com/donnatalarico/status/6774791471 Donna Talarico

    RT @danzarrella: RT @jaybaer: Viral marketing, the science of retweets, & more in this interview of @danzarrella http://bit.ly/7qDkPO # …

  • http://twitter.com/jrbuckley68/status/6829052523 Jim Buckley

    The "science" of social media success – http://ow.ly/NEYo

  • http://twitter.com/jrbuckley68/status/6829176348 Jim Buckley

    Mobile apps helping with holiday shopping – http://ow.ly/NF1R via @WSJ

  • http://twitter.com/worldinmotion/status/6833955219 World in Motion

    The Twitter 20 Interview About Viral Marketing http://ow.ly/NyYU

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    Twitter Comment


    How to use science & math in viral marketing: The science of retweets w/ @danzarrella [link to post] –> thx @SteveAkinsSEO #LATism – Posted using Chat Catcher

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    Twitter Comment


    How to use science & math in viral marketing: The science of retweets w/ @danzarrella [link to post] –> thx @SteveAkinsSEO #LATism

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    Twitter Comment


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    Twitter Comment


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    How to use science & math in viral marketing: The science of retweets w/ @danzarrella http://bit.ly/7qDkPO –> thx @SteveAkinsSEO #LATism

  • http://twitter.com/jminnes/status/6909579968 Jan Maren Innes

    RT @jaybaer Dan Zarrella – The Twitter 20 Interview About Viral Marketing | Blogging and Content Creation | Social M… http://bit.ly/8t9Pxs

  • http://twitter.com/drjudyflury/status/7687265759 Judy Flury, Ph.D.

    The "Twitter 20" Interview About Viral Marketing. http://bit.ly/6bTIuA

  • http://twitter.com/warren_rosiak/status/7924576184 Warren Rosiak

    RT @jaybaer Dan Zarrella – The Twitter 20 Interview About Viral Marketing | Blogging and Content Creation | Social M… http://bit.ly/8t9Pxs

  • http://twitter.com/steveology/status/12709125327 Steve Farnsworth

    Dan Zarrella – The Twitter 20 Interview About Viral Marketing http://ow.ly/1Cfne

  • http://twitter.com/antwizzel/status/12709423113 Antonia Harler

    RT @Steveology The Twitter 20 Interview About Viral Marketing http://ow.ly/1Cfne #socialmedia

  • http://twitter.com/batonrougesteak/status/12713010793 Doe’s Baton Rouge

    Great stuff @JayBaer interviews @danzarella for The Twitter 20 Interview about Viral Marketing. http://ow.ly/1ChYD

  • http://twitter.com/theresaoverby/status/12713025862 Theresa Overby

    Great stuff @JayBaer interviews @danzarella for The Twitter 20 Interview about Viral Marketing. http://ow.ly/1Ci8l

  • http://twitter.com/snaimath/status/14923046919 Syed Naimath

    RT @jaybaer: @danzarrella Talks About Key Success Metrics in SMM, Retweets and the balance b/w tweets and clicks – http://bit.ly/91ZHse

  • http://twitter.com/snaimath/status/14923046919 Syed Naimath

    RT @jaybaer: @danzarrella Talks About Key Success Metrics in SMM, Retweets and the balance b/w tweets and clicks – http://bit.ly/91ZHse

  • http://twitter.com/tbviral/status/14924016036 Viral Marketing Buzz

    RT @jaybaer: @danzarrella Talks About Key Success Metrics in SMM, Retweets and the balance b/w tweets and clicks – http://bit.ly/91ZHse

  • http://twitter.com/lydianwoman/status/14928833043 Caroline Lydia K.

    RT @TBviral: RT @jaybaer: @danzarrella Talks About Key Success Metrics in SMM, Retweets and the balance b/w tweets and clicks – http://bit.ly/91ZHse

  • letstalkandchat

    If you’re looking for webinar software, then check out Evergreen Business System. Its perfect for marketers and let’s you automate the scheduling of your webinars, build your list, and even follow up with your webinar registrants. If you’re going to buy Evergreen Business System, then you might as well get a free bonus! So check out http://www.mikelmurphy.com/evergreen-business-system-bonus-webinar-software/ and you’ll get a great bonus that tells you how to create a webinar, what is a webinar, and a blueprint for making a successful one. None of the other people offering bonuses are offering this. Hurry in case the guy (some dude that worked on Lord of the RIngs) offering the bonus decides to pull it down.