viral marketing : viral mechanisms and seeding strategies

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Viral Mechanisms and Seeding Strategies By Brian Chappell

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Viral Marketing : Viral Mechanisms and Seeding Strategies presentation I gave at Blueglass Florida 2010. Discussed the importance of baking in mechanisms into your content to help it spread and the power of a big seed strategy.

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Page 1: Viral Marketing : Viral Mechanisms and Seeding Strategies

Viral Mechanisms and Seeding Strategies

By Brian Chappell

Page 2: Viral Marketing : Viral Mechanisms and Seeding Strategies

What is Viral Marketing?

When your audience markets for you.

Page 3: Viral Marketing : Viral Mechanisms and Seeding Strategies

Not All Viral Campaigns Turn Into Viruses

• Viral marketing doesn’t have to be 400,000 visits in 3 days

• 30,000 visits over 12 months spread across multiple campaigns and launches that in turn creates success over time.

Page 4: Viral Marketing : Viral Mechanisms and Seeding Strategies

3 Main Components To Viral Marketing

Content

Mechanisms

Seeds

Page 5: Viral Marketing : Viral Mechanisms and Seeding Strategies

Commonly Viewed Viral Marketing Components

Content

Mechanisms

Seed

Page 6: Viral Marketing : Viral Mechanisms and Seeding Strategies

The Real Truth Of Viral Marketing Components

Content

Mechanisms

Seed

Page 7: Viral Marketing : Viral Mechanisms and Seeding Strategies

Types Of Viral Mechanisms

• Forwarding to a friend• Links in widgets• “Free” – Give it all away for a short time.• Affiliate Programs• FB Likes• Twitter Retweets• Automatic Address book importing • Competitions With Leaderboards• Login With Facebook

Page 8: Viral Marketing : Viral Mechanisms and Seeding Strategies

Viral Mechanism Integration Example : Before

Page 9: Viral Marketing : Viral Mechanisms and Seeding Strategies

Viral Mechanisms Email Integration Example : After

Page 10: Viral Marketing : Viral Mechanisms and Seeding Strategies

Post Purchase Viral Mechanism

Page 11: Viral Marketing : Viral Mechanisms and Seeding Strategies

Links In Widgets

Page 12: Viral Marketing : Viral Mechanisms and Seeding Strategies

Automatic Address Book Importing

Page 13: Viral Marketing : Viral Mechanisms and Seeding Strategies

Login With Facebook

Page 14: Viral Marketing : Viral Mechanisms and Seeding Strategies

Viral Seeding TechniquesInitial Seeding By Marketers• Press Release• Blogger and Community Outreach• PPC

– Facebook engagement ads– Sponsored Tweets– Google Adwords, Bing Adcenter

• Banner Media Buys• Emails and status updates• Word of Mouth• Frontpaging Digg, Frontpaging Reddit, Tumblr Reblogs

2nd Level Seeding Done By The Audience• Emailing a list• Personal and Family relationships• Twitter Status update• Facebook Status update• Blog post

Page 15: Viral Marketing : Viral Mechanisms and Seeding Strategies

Go Big Or Go Home

Page 16: Viral Marketing : Viral Mechanisms and Seeding Strategies

Factors For Success• Viruses only spread when they are easy to

transmit• Ensure inviting users is core to the product, app

or website• Remind users to keep coming back• Use existing networks instead of creating new

ones • Apply low barrier to entry’s early on in the funnel• Develop a Formula and stick with it

Page 17: Viral Marketing : Viral Mechanisms and Seeding Strategies

Successful Viral Marketing Environment

Success!

Make Content Travel Far With Seeding Techniques

Multiple Seeds

Make Content Travel On Its Own With Baked in Viral Mechanisms

Content Viral Mechanisms

Page 18: Viral Marketing : Viral Mechanisms and Seeding Strategies

Further Reading

• One of the original primers on Viral marketing from 2000. http://bit.ly/dr-wilson-viral

• Read more about the viral loop herehttp://bit.ly/viral-loop

• Crowd Sourced Viral Loop exampleshttp://productplanner.com/

• How To Make Your Application Viralhttp://bit.ly/app-viral

Page 19: Viral Marketing : Viral Mechanisms and Seeding Strategies

Thank You

IgniteSocialMedia.com/blog

@brianchappell

[email protected]