viral marketing : viral mechanisms and seeding strategies
DESCRIPTION
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.TRANSCRIPT
Viral Mechanisms and Seeding Strategies
By Brian Chappell
What is Viral Marketing?
When your audience markets for you.
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.
3 Main Components To Viral Marketing
Content
Mechanisms
Seeds
Commonly Viewed Viral Marketing Components
Content
Mechanisms
Seed
The Real Truth Of Viral Marketing Components
Content
Mechanisms
Seed
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
Viral Mechanism Integration Example : Before
Viral Mechanisms Email Integration Example : After
Post Purchase Viral Mechanism
Links In Widgets
Automatic Address Book Importing
Login With Facebook
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
Go Big Or Go Home
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
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
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