The Ice Bucket Challenge on Facebook
The Facebook data team analyzed the viral activity seen on the platform related to the ice bucket challenge between June 1 – August 17.Over 28 million people have joined the conversation about the ice bucket challenge including posting, commenting or liking a challenge post.2.4 million videos related to the ice bucket challenge have been shared on Facebook.
The spread structure is centered around Boston – the maps below show the reach in the United States and the reach in the northeast region of the United States. Many attribute the challenge to former Boston College baseball player, Pete Frates, who was diagnosed with ALS in 2012, which could explain the concentration in Boston.
Each line represents at least 10 connections between nominators and nominees for the challenge from June 1 – August 13.
The challenge has now reached almost every country in the world,
Here are the top ten countries in order of participation:
- United States
- New Zealand
- Puerto Rico
Public figures have generated a substantial portion of the engagement around the challenge since June, even Facebook’s own Mark Zuckerberg and Sheryl Sandberg participated and nominated friends this week.
But what did the #ALSIceBucketChallenge teach us as Social Marketers
The #ALSIceBucketChallenge is an internet sensation like no other. With over 30 million participants and over 70 million dollars raised in support of www.alsa.org to fund research on ALS. But what is ALS and how did it start ? Why did it become such a big sensation? What are the factors that drove it’s incredible virality.
Hidden in the numbers behind the super successful campaign was a couple of hard facts that most probably people are not aware of.
Some of the golden rules to have a super successful Viral CSR Campaign.
1. Tweak your TA interest
The campaign supported a relative obscure cause : ALS before this was an very rare disease occurring on just 1- 3 % of the affluent society …. Often known as a rich mans disease awareness was very low about this disease. One could say that your TA needs to be intrigued and intellectually challenged by your campaign mostly your cause / campaign must not be mainstream if you want it o go viral.
2. Get celebs to support it.
Celeb support can drive interest and participation. Celebrity can be a good kickstarter for your campaign to go viral.
3. Make it shocking
Just as throwing a bucketful of icewater on your head is not anything that you would do on any given Sunday and any one doing it has shock value. Your campaign must have shock value… if you are thing of burning things please think again… the activity must be benign and harmless
4. Make it Fun
Your activity needs to be Fun if it’s not, nobody will be really interested in doing it and making it viral.
5. Make it an activity that can be shared and participated in.
Man is a social animal. All of our social interactions are focused on sharing our experiences with others and getting validation for our actions. So if your activity is not participatory in function it will fail.
If you would like to have a campaign that could possible go viral contact us and Watch your social media universe explode !