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Quizzes: The Secret Weapon of the
World’s Best Content Creators
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#SMWLND
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Who are these guys?
Create, embed and share quizzes
Social Media Week London -- Quizzes: The Secret Weapon of the World's Best Content Creators
The platform for people who create
world-class interactive content
Social Media Week London -- Quizzes: The Secret Weapon of the World's Best Content Creators
The Toolbox
Outcome quiz
ex. The world’s hardest John
Stamos quiz.
Graded quiz
ex. Where is this place?
Checklist quiz
ex. How New Yorker are you?
This or that poll
ex. Vote: Twizzlers or Red Vines
Multi-option poll
ex. Vote: Who is your favorite Beatle?
Lists (coming soon)
ex. Vote: Who is your favorite Beatle?
Everyone’s a publisher
1
Give to get
2
Be remarkable or die
3
Have a heart
4
Look past the eyeballs
5
Don’t deceive
6
Make it stick
7
Feedback is essential
8
Questions are powerful
9
Know thyself
10
Millions of engagements…
Let’s talk about lessons learned
…from the world’s best publishers, brands and agencies.
Our goals
1. Expose the hottest form of interactive content
(quizzes)
2. Show how to drive social traffic and generate leads
with quizzes
3. Tell the story of the million dollar quiz
4. Get you started with some quiz concepts you can
create today
Welcome to the quiz revolution
Hieroglyphics Paper Billboards
Mail
Email
Blogs
TV
Digital images
Video
Surveys/polls
Infographics
Lists
Quizzes
And it’s something we hated while
we were in school
Type to enter text
Social Media Week London -- Quizzes: The Secret Weapon of the World's Best Content Creators
Social Media Week London -- Quizzes: The Secret Weapon of the World's Best Content Creators
Social Media Week London -- Quizzes: The Secret Weapon of the World's Best Content Creators
Uber publishers leading the way
Number one article on NY Times in 2013 was a quiz
Eight of the top ten most shared articles
in the last eight months were quizzes
(BuzzSumo, April 2014)
Nine of the top ten most shared stories on Facebook
in January, 2015 were quizzes
What about the rest of us?
Solution: World-class quizzes for all
(oh, and polls, lists, etc. too)
Why are quizzes so irresistable?
Engaging, Nourishing, and…
All about ME!!!
Social Media Week London -- Quizzes: The Secret Weapon of the World's Best Content Creators
“Stop telling me interesting and useful
things about myself”
- Said no one, ever.
Wait, what about surveys?
Under the hood of a quiz is a survey that
people actually want to take and complete…
and answer honestly… and share it with their
friends
82% click to conversion rate
78% completion rate
2:27 average time
14% lead conversion rate
Quizzes – The Secret Weapon
Three jobs content creators
hire a quiz to do:
1. Drive social traffic
2. Generate qualified leads
3. Drive traffic to targeted
offers
Social Media Week London -- Quizzes: The Secret Weapon of the World's Best Content Creators
You don’t need a big channel
• 0 likes, 6 comments
• Taken 70,000+ times
• Over 750x Social Lift
Or a hot topic
• Wildest dream was that 1,000
people would take the quiz
• 70,000+ have taken it today
Social Media Week London -- Quizzes: The Secret Weapon of the World's Best Content Creators
Social Media Week London -- Quizzes: The Secret Weapon of the World's Best Content Creators
Social Media Week London -- Quizzes: The Secret Weapon of the World's Best Content Creators
Social Media Week London -- Quizzes: The Secret Weapon of the World's Best Content Creators
Social Media Week London -- Quizzes: The Secret Weapon of the World's Best Content Creators
Social Media Week London -- Quizzes: The Secret Weapon of the World's Best Content Creators
Engagement
TIMES TAKEN
516,704
LEAD IMPRESSIONS
455,929
LEAD CONVERSIONS
29,410
CONVERSION RATE
6%
AVG TIME SPENT
0:24
COMPLETION RATE
82%
ROI
Top revenue-generating channels included:
• Organic Search: $143,692
• Email: $126,674
• Paid Search: $103,545
Traffic to the quiz landing page: 573,338 unique visitors
Revenue: $1,167,746.21
9,655%
Return on Investment:
From good to great quizzes
6 steps for content marketers
1. Do some research – what works?
2. Decide on quiz type and title
3. Work backwards from results – calls to action
4. Create quiz, media and embed
5. Share and promote
6. Learn, adapt and improve
Proceed with caution
It’s ok to break rules if you’re doing it on purpose
1. Do some research
Right answers No right answers
2. Choose a type and title
What titles/topics
would work for me?
What content resonates with your audience?
What are the most shared topics?
What topics get the most questions?
What topics are most controversial?
Are there decisions that people struggle to make?
Are there topics that are misunderstood?
Tips for graded quizzes
Choose a compelling title:
• Are you a ____ expert?
• Can you pass the ___ test?
• The world’s hardest ___ quiz
• Are you a true ____?
• ____ or ____
Make graded quizzes the hardest ever
(or at least say they are)
Tips for graded quizzes
Limit the number of
answers to each
question
Remove any friction
from the experience
Tips for graded quizzes
Show feedback:
give more information
about the right answer
Now you’re entertaining
and educating
Tips for graded quizzes
Make people feel good
about their results
45% of shares on
graded quizzes come
from 100% scores
Tips for graded quizzes
Assign outcomes + CTA
“You got 90%. You’re a
genius!”
Other geniuses subscribed
to our newsletter….
Tips for outcome quizzes
Choose a compelling title:
• Which ___ are you?
• What ___ do you actually belong in?
• What kind of ___ are you?
Tips for outcome quizzes
Create shareworthy outcomes:
Invoke awe, laughter or amusement
(BuzzSumo)
Make it a “feel-good, look-good” mechanism
Tips for outcome quizzes
Tips for outcome quizzes
The most “efficientive” process:
• Identify outcomes
• Map differentiating factors
• Be creative with your questions
3. Work backwards from results
Write these first and decide on the CTA.
Make sure people would be proud to share
This is buyer persona data…
If you have a CTA, make sure it relates to
your outcome
Hey 3PO – you’re research driven, so why not
download this guide…
Social Media Week London -- Quizzes: The Secret Weapon of the World's Best Content Creators
4. Create quiz & embed
5. Share and promote
Top Promotional Channels
• Facebook - 84% of shares
• Website or blog
• Email or newsletter
• Twitter
• LinkedIn
• Forums
• Communities
6. Learn, adapt, improve
Learn, adapt, improve
Quiz answers = data.
What can you do with it?
“Baby boomers prefer Rihanna to Taylor Swift”
“People that like the color red, prefer Audi over Mercedes”
“Starbucks fans would rather live in Europe
than any other place.”
Pro tip: learn more with polls
Virality takes a pinch of luck
You can control consistency
When you understand the
motivations of your audience
you win
Share Rate Lead Conversion
What Famous Hymn Are You?
What type of Ford Mustang are you?
hich Star Wars Bounty Hunter are you?
What Bible Dad are you?
What kind of linguist should you be?
Which member of U2 are you?
Where should you go on a mission trip?
Can you identify these places in Utah?
ow would you die in Game of Thrones?
Which Bible figure are you?
What kind of girl geek are you?
Which Studio 5 contributor are you?
Which Master StrongFirst instructor are yo
Are you really StrongFirst?
How Manly is Your Man?
Do you really know Dan John?
A Fairly Tale in the Making
Which Star Wars Bounty Hunter are you
Where should you go on a mission trip?
Which biblical world cup player are you?
A couple quizzes made more than one list
All have great content
Interesting topics
Great titles
Both large and small channels
Which Celebrity Home are you meant to live in?
Do you know how to create a viral quiz?
What is your GRE verbal score?
What would you change about your organization's culture?
Are you emotionally sensitive?
What is your GRE math score?
Which kind of marketing rockstar are you?
Test your world population smarts
Are you an inbound marketing expert?
How up-to-date is your social media marketing expertise?
Offer Conversion
Entertained by the quiz
Challenged by the quiz
Proud of their result
Amused by their result
Felt questions were fair
Trust the data
Share Conversion
Want to see how friends do
Interested in offer
Trust the person offering
Passionate about topic
The motivations of a quiz taker
Feel sufficiently assessed
Fed by the quiz
10. Show me something cool
9. Ask me interesting questions
8. Be fair
7. Reel me in with your title
6. Help me feel sufficiently assessed
5. Feed me
4. Stay on topic
3. Make me laugh
“Laughter is the shortest distance between two people.”- Victor Borge
2. Give me something to brag about
1. Make me an offer I can’t refuse
Bottom line:
Just go make something
remarkable
You can do it
Quizzes: The Secret Weapon of the
World’s Best Content Creators
Social Media Week London -- Quizzes: The Secret Weapon of the World's Best Content Creators

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Social Media Week London -- Quizzes: The Secret Weapon of the World's Best Content Creators

  • 1. Quizzes: The Secret Weapon of the World’s Best Content Creators
  • 2. These slides will be available through #SMWLND Share the love on social @boomboxteam @owenfuller
  • 4. Create, embed and share quizzes
  • 6. The platform for people who create world-class interactive content
  • 8. The Toolbox Outcome quiz ex. The world’s hardest John Stamos quiz. Graded quiz ex. Where is this place? Checklist quiz ex. How New Yorker are you? This or that poll ex. Vote: Twizzlers or Red Vines Multi-option poll ex. Vote: Who is your favorite Beatle? Lists (coming soon) ex. Vote: Who is your favorite Beatle?
  • 13. Look past the eyeballs 5
  • 20. Let’s talk about lessons learned …from the world’s best publishers, brands and agencies.
  • 21. Our goals 1. Expose the hottest form of interactive content (quizzes) 2. Show how to drive social traffic and generate leads with quizzes 3. Tell the story of the million dollar quiz 4. Get you started with some quiz concepts you can create today
  • 22. Welcome to the quiz revolution Hieroglyphics Paper Billboards Mail Email Blogs TV Digital images Video Surveys/polls Infographics Lists Quizzes
  • 23. And it’s something we hated while we were in school Type to enter text
  • 27. Uber publishers leading the way Number one article on NY Times in 2013 was a quiz Eight of the top ten most shared articles in the last eight months were quizzes (BuzzSumo, April 2014) Nine of the top ten most shared stories on Facebook in January, 2015 were quizzes
  • 28. What about the rest of us?
  • 29. Solution: World-class quizzes for all (oh, and polls, lists, etc. too)
  • 30. Why are quizzes so irresistable? Engaging, Nourishing, and… All about ME!!!
  • 32. “Stop telling me interesting and useful things about myself” - Said no one, ever.
  • 33. Wait, what about surveys? Under the hood of a quiz is a survey that people actually want to take and complete… and answer honestly… and share it with their friends
  • 34. 82% click to conversion rate 78% completion rate 2:27 average time 14% lead conversion rate Quizzes – The Secret Weapon
  • 35. Three jobs content creators hire a quiz to do: 1. Drive social traffic 2. Generate qualified leads 3. Drive traffic to targeted offers
  • 37. You don’t need a big channel • 0 likes, 6 comments • Taken 70,000+ times • Over 750x Social Lift
  • 38. Or a hot topic • Wildest dream was that 1,000 people would take the quiz • 70,000+ have taken it today
  • 45. Engagement TIMES TAKEN 516,704 LEAD IMPRESSIONS 455,929 LEAD CONVERSIONS 29,410 CONVERSION RATE 6% AVG TIME SPENT 0:24 COMPLETION RATE 82%
  • 46. ROI Top revenue-generating channels included: • Organic Search: $143,692 • Email: $126,674 • Paid Search: $103,545 Traffic to the quiz landing page: 573,338 unique visitors Revenue: $1,167,746.21 9,655% Return on Investment:
  • 47. From good to great quizzes 6 steps for content marketers 1. Do some research – what works? 2. Decide on quiz type and title 3. Work backwards from results – calls to action 4. Create quiz, media and embed 5. Share and promote 6. Learn, adapt and improve
  • 49. It’s ok to break rules if you’re doing it on purpose
  • 50. 1. Do some research
  • 51. Right answers No right answers 2. Choose a type and title
  • 52. What titles/topics would work for me? What content resonates with your audience? What are the most shared topics? What topics get the most questions? What topics are most controversial? Are there decisions that people struggle to make? Are there topics that are misunderstood?
  • 53. Tips for graded quizzes Choose a compelling title: • Are you a ____ expert? • Can you pass the ___ test? • The world’s hardest ___ quiz • Are you a true ____? • ____ or ____
  • 54. Make graded quizzes the hardest ever (or at least say they are)
  • 55. Tips for graded quizzes Limit the number of answers to each question Remove any friction from the experience
  • 56. Tips for graded quizzes Show feedback: give more information about the right answer Now you’re entertaining and educating
  • 57. Tips for graded quizzes Make people feel good about their results 45% of shares on graded quizzes come from 100% scores
  • 58. Tips for graded quizzes Assign outcomes + CTA “You got 90%. You’re a genius!” Other geniuses subscribed to our newsletter….
  • 59. Tips for outcome quizzes Choose a compelling title: • Which ___ are you? • What ___ do you actually belong in? • What kind of ___ are you?
  • 60. Tips for outcome quizzes Create shareworthy outcomes: Invoke awe, laughter or amusement (BuzzSumo) Make it a “feel-good, look-good” mechanism
  • 61. Tips for outcome quizzes
  • 62. Tips for outcome quizzes The most “efficientive” process: • Identify outcomes • Map differentiating factors • Be creative with your questions
  • 63. 3. Work backwards from results Write these first and decide on the CTA. Make sure people would be proud to share This is buyer persona data… If you have a CTA, make sure it relates to your outcome Hey 3PO – you’re research driven, so why not download this guide…
  • 65. 4. Create quiz & embed
  • 66. 5. Share and promote
  • 67. Top Promotional Channels • Facebook - 84% of shares • Website or blog • Email or newsletter • Twitter • LinkedIn • Forums • Communities
  • 68. 6. Learn, adapt, improve
  • 69. Learn, adapt, improve Quiz answers = data. What can you do with it? “Baby boomers prefer Rihanna to Taylor Swift” “People that like the color red, prefer Audi over Mercedes” “Starbucks fans would rather live in Europe than any other place.”
  • 70. Pro tip: learn more with polls
  • 71. Virality takes a pinch of luck You can control consistency
  • 72. When you understand the motivations of your audience you win
  • 73. Share Rate Lead Conversion What Famous Hymn Are You? What type of Ford Mustang are you? hich Star Wars Bounty Hunter are you? What Bible Dad are you? What kind of linguist should you be? Which member of U2 are you? Where should you go on a mission trip? Can you identify these places in Utah? ow would you die in Game of Thrones? Which Bible figure are you? What kind of girl geek are you? Which Studio 5 contributor are you? Which Master StrongFirst instructor are yo Are you really StrongFirst? How Manly is Your Man? Do you really know Dan John? A Fairly Tale in the Making Which Star Wars Bounty Hunter are you Where should you go on a mission trip? Which biblical world cup player are you? A couple quizzes made more than one list All have great content Interesting topics Great titles Both large and small channels Which Celebrity Home are you meant to live in? Do you know how to create a viral quiz? What is your GRE verbal score? What would you change about your organization's culture? Are you emotionally sensitive? What is your GRE math score? Which kind of marketing rockstar are you? Test your world population smarts Are you an inbound marketing expert? How up-to-date is your social media marketing expertise? Offer Conversion
  • 74. Entertained by the quiz Challenged by the quiz Proud of their result Amused by their result Felt questions were fair Trust the data Share Conversion Want to see how friends do Interested in offer Trust the person offering Passionate about topic The motivations of a quiz taker Feel sufficiently assessed Fed by the quiz
  • 75. 10. Show me something cool
  • 76. 9. Ask me interesting questions
  • 78. 7. Reel me in with your title
  • 79. 6. Help me feel sufficiently assessed
  • 81. 4. Stay on topic
  • 82. 3. Make me laugh “Laughter is the shortest distance between two people.”- Victor Borge
  • 83. 2. Give me something to brag about
  • 84. 1. Make me an offer I can’t refuse
  • 85. Bottom line: Just go make something remarkable You can do it
  • 86. Quizzes: The Secret Weapon of the World’s Best Content Creators

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