getting users through virality
DESCRIPTION
Description for the full day workshop:You have a great product... but now how do you get people using it? Not everyone experiences the overnight success of turntable.fm, Foursquare, or Facebook. In this intensive day-long workshop, you’ll learn the tools and techniques to effectively grow your user base -- and maybe even go viral.This workshop will provide an in-depth overview of the latest user acquisition tools and techniques, as well as the guidelines you need to find the right user acquisition tool for your business. Topics to be covered include SEO, SEM, product virality, funnel and registration management, PR, community management and more.The content is geared toward mobile and web products, and is essential for every member of a young consumer-oriented web startup as well as anyone from a larger organization looking to foster the next step their company’s user growth.The day’s instructors bring both technology and user acquisition expertise in a variety of fields, including partnerships and affiliates, community management, PR and search.TRANSCRIPT
Getting Users Through Virality
“If our company’s going to be the 800lb gorilla that tears through the competitors like so many pieces of wet tissue
paper, we're gonna need more virality on the site.”
Defining Virality
The degree to which a piece of internet content has been or might
be shared in a short amount of time.
Word of Mouth
Virality for President5,000,000 ‘friends’ 2,000 official YouTube videos
80,000,000 views 442,000 user generated videos
Branded Viral Movie Predictor (BVMP)
Congruency
Emotive Strength
Network Involvement Ratio
Paired Meme Synergy
Congruency
Emotive Strength
Network Involvement Ratio
Paired Meme Synergy
Cutsie Wootsie Vigilante JusticeImpromptu Eyes SurpriseDisruption Destruction Baby LovePerformance Nostalgic BubblegumAnticipation VoyeurSimulation Trigger Rose GlassesSkill Bill Side Split
Paired Meme Synergy
USE VIRAL CONTENT TO DRIVE SALES
Search
BUY
Compare
Consider
Decide
ACTIVATE, SUPPORT AND ENCOURAGE BRAND LOYALISTS TO
CREATE AND CURATE CONTENT
Loyalty Loop
Advocate
BUY
Compare
Decide
Bond
Enjoy
Consider
Search
UseDecide
Blend Tech
GreatProducts
WeakBranding
WeakSales+ =
Will It Blend?
Getting Users
Will It BlendSuccess
Customerand CultureOrganization
AlignedCampaign toStrategy and
Brand
RemainedAuthentic
CreatedBuzzworthy
Content
InvolvedCustomers
EngagedPopularCulture
Chuck Testa
Getting Views
Getting Users
Nope!
B to B
Spreadable, not Viral
CREATE A ‘CONTENT LAB’
ANALYTICS REPORTS
Listening campaign
ONLINE PANEL
SCORE AGAINST CRITERIA
PUBLISH
REJECT
PILOT TEST
SOCIAL MEDIA HOLDING PEN
Carlsberg Pilot Test
Carlsberg Gold
Getting Users Through Virality
“If our company’s going to be the 800lb gorilla that tears through the competitors like so many pieces of wet tissue
paper, we're gonna need more virality on the site.”
HOLSTEE Alpaca Hat ad