Kony 2012 Case Study- Over 100 Million Views

  • 14 Mar, 2012
  • Jon Tucker

If you follow any trends online, you’ve most likely heard a lot of buzz lately about Kony 2012. Kony 2012 is a video created by Invisible Children, a non-profit client of ours based here in San Diego.

The video is being called “the most viral video of all time”…and the stats prove it.

Here’s a few remarkable stats about the Kony 2012 campaign, as of day 6 of the campaign (3/12/12):

  • The video had been viewed 112 million times
  • Over 860,000 comments have been posted about the video
  • The campaign has received exposure through nearly every major media outlet in the world, most with multiple segments aired during prime time. This includes The New York Times, CNN, Forbes, and many more.

So How Do We Fit in To Kony 2012?

While we definitely cannot take credit for the overall success of the Kony 2012 campaign, we helped Invisible Children prepare for it so that they could reap rewards long after the exposure and online buzz slows down. While getting a ton of exposure internationally is a huge win, we would consider it a big missed opportunity if this exposure wasn’t leveraged to achieve high Google rankings for their website that will be there forever (i.e. long after the campaign is over).

Leveraging Media Exposure for Google Rankings

Specifically, we worked with Invisible Children prior to the Kony 2012 campaign to better educate their entire team in how to leverage media exposure to increase Google rankings over time.

There are many factors that influence Google rankings, but a big factor is the number of different websites that link back to your website and what keywords those websites use in the link text. Below are a few ways that we helped ensure that the Kony 2012 team could leverage the campaign’s media exposure to build SEO links to their website and secure competitive rankings for the future.

  • When providing content to journalist (i.e. interviews, commentary via email, etc.), Invisible Children nearly always provides links back to content (i.e. webpages or blogs) so that the journalist can link back to these pages in their published article.
  • When possible, they provide links to specific pages that they’re trying to grow Google rankings for and include keywords within those links (i.e. “Lords Resistance Army“) rather then generic text (i.e. “click here”).
  • We’re also working with them to optimize their on-site content (i.e. videos, etc.) so that they receive links back to their website anytime someone shares the video with their social network.
We provided various training and resources to make this possible on a large scale, but the main foundation of what we’re trying to do is ensure the they leverage the campaign exposure to get links to

The Lesson From All of This

While we can’t guarantee that your own campaign will get exposure on CNN and receive 100 million views, we can guarantee that your company will have the knowledge and technical resources in place to leverage any exposure that you do get to achieve high Google rankings long after the exposure winds down.

If your interested in learning how to integrate SEO and Google rankings in your business, contact us today.

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