how to make your product go viral

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w to make your product go vi Dimitry Rotstein August, 2016 1

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Page 1: How to make your product go viral

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How to make your product go viralDimitry Rotstein

August, 2016

Page 2: How to make your product go viral

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1

11/

0

kkNtN

Tt

Nuclear chain reaction

Where: N – number of atoms T – reaction cycle duration n – number of fission parts p – hit probability

pnk

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1

11/

0

kkNtN

Tt

Viral chain reaction

pnk

Where: N – number of users T – viral cycle duration n – avg. number of shares p – adoption probability

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k>1

k=1k<1

Significance of the k-factor

Ntotal

t

N(t)

totalNtNnptk 10

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k>1

k=1

k<1

Ntotal

N(t)

t

totalNtNnptk 10

Significance of the k-factor

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Nmax /Ntotal

k

Optimally, 1.5 ≤ k ≤ 2.5

1.0

0.5

1 2 3

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dN/dt

t

Day-to-day growth

TtkNtn /0

k>1

k=1

k<1

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Viral loop/protocol

8

4. Persuasion (L→A)

1. Motivation

3. Contact

2. Selection (TA,Ch)

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Viral loop/protocol (realistic)1. Motivation 2. Selection (TA,Ch)

3. Contact 4. Persuasion (L→A)

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PCBobSM PPNPPk

Viral protocol quantified

Where:

PX – probability of passing stage X of the protocol

NBob – number of Bobs selected by average Alice

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Sharing creates/increases value for youM1. Natural L

? מיניין

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Sharing/on-boarding gets you a knick-knackM2. Synthetic L

1+1 Group discount Friend brings a friend Good luck chain letters

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M2. Synthetic - example

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You are pressured to share (NOT use)M3. Coercion

14

L

E

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M3. Coercion - examples L

E

Bad luck chain letters “Maximum repost” “No soup for you” Public shaming Soft peer pressure

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Share to help someone else (including the product itself)M4. Altruism L

E

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Share to say “Look at what I got/know”, elevate social statusM5. Vanity L

E

“How good are you in X” quiz

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Share product/content just because it’s amazing or exciting

M6. Wow-factor

Copyright © New Line Productions Inc.

L

E

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Share product/content just because it’s amusing/entertainingM7. Fun-factor L

E

“What kind of X are you” quiz

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Share warm, fuzzy feelings (adorable, touching, nostalgic, etc.)M8. Happy L

E

“80s cartoons” quiz

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Share “bad” feelings (fear, sadness, anger, disgust, envy, etc.)M9. Unhappy E

Copyright © Disney Enterprises Inc./Pixar

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Share just by using the product (perhaps without realizing it)M10. Parasitic

Copyright © Universal City Studios Inc.

U

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The message was checked by ESET NOD32 Antivirus.http://www.eset.com

Share just by using the product (perhaps without realizing it)M10. Parasitic - examples U

“Share if you agree”

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Anti-motivator

S V U C N W F H A P

Fear

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x

xxaMM

Motivation formula

• Motivators are not created equal• Motivators are independent of each other

PUHFWVACSNx ,,,,,,,,,

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“Word of Mouth” study,Ernst Dichter (1966)

= W

= V

= A

= W + F + A

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Get the word out about causes or brands (84%) = A

Grow and nourish our relationships (78%) = A + W + F + H

Self-fulfillment (69%) = A + V

Define ourselves to others (68%) = V

Bring valuable and entertaining content to others (49%) = W + F

Survey of 2500 heavy sharers,“New York Times” (c. 2010)

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F = 30-40%W = 25-30%H = 10-15%U = 5-10%

Analysis of 100 million articles,BuzzSumo & OKDork (2014)

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Mx=[0,1] Description ax

Natural Create|increase product value for the sharer 4|2

Synthetic Reward sharing by artificial knick-knacks 2

Coercion Force to share via hard|soft pressure 3|1.5

Altruism Help others solve acute|ambient problem 3|1.5

Vanity Enable bragging 2

Wow Amaze|impress by functionality or UX 3|1.5

Funny Amuse|entertain by product or content 3|1.5

Happy Induce fuzzy feeling (touching, nostalgic, etc.) 2

Unhappy Induce anger, envy, disgust, fear, sadness, etc. 1

Parasitic Automate sharing

Motivators summary8

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Objective Vote (M=A+v+w+U=6.5)

Mar 2015

Election

Tota

l vis

itors

http://objectivevote.org.il/?page=platforms&lang=he

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More examples

8.5 (N+A+w)

4.0 (N)

3.0 (A)3.5 (n+f)

7.0 (N+A)

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M

PM

Motivation probability (PM)

4 100

1

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Motivation probability - tips

Spell out motivation explicitly

AwarenessMPM

4tan 1

Remind to share at suitable time

Run A/B tests

4 < M < 10

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A/B testing

<?php if(rand()%2): ?> <div>Invite your friends to have fun</div> <script> var ab=1; </script><?php else: ?> <div>Share your awesome results with your friends</div> <script> var ab=0; </script><?php endif; ?>

Example: vary motivator awareness (for some game)

Note: A/B testing must always be randomized

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Selection probability and size (PSNBob)

ChTAMPS M – MotivationTA – Target Audience understandingCh – Marketing Channels awareness

Increase M Define target audience explicitly List channels (social networks, forums, email, phone, face-to-face, etc.) Run A/B tests

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Selection probability – channel listing Share/like bar Share/like buttons Email invites Custom/embeded URL

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Contact probability (PC)

TotalTotal

LeadsC N

NNN

FilterMP 1

M – MotivationFilter – Probability of being blocked

Increase M Use filter-proof services, e.g. MailChimp Prefer channels with less filtering Tighten the Target Audience OR Address a very common problem

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Persuasion probability (PP)2MessageTrustMPP

Increase M Optimize Target Audience for Trust Optimize Message Supply the Message explicitly/directly Run A/B tests

Message = Simple+Memorable+Interesting

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<head> ... <meta property='og:url' content='url' > <meta property='og:type' content='website'> <meta property='og:title' content='line1' > <meta property='og:description' content='line2' > <meta property='og:image' content='img_url'> <meta property='fb:app_id' content='app_id' ></head>

Supply the message via Facebook Preview

Then test/refresh values using Open Graph Debugger: https://developers.facebook.com/tools/debug/og/object/

Metadata for the Facebook Crawler:

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Bad example (“Objective Vote”)http://objectivevote.org.il/?page=platforms&lang=he

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Good example (“Objective Conflict”)http://objectivevote.org.il/?page=conflict&lang=he

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Measuring k-factor analytically

tTkNkNn Tt

lnlnlnln 0/

0

ln(n)

t

ln(k)/T

TtkNtn /0

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ln(n)

t

A real world example (“Objective Vote”)

Problems: Different channels Need to know ‘T’ Need to track individual referrals (MS)

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Measuring k-factor directly

Ask for referrals: How did you learn about us? 1. Google 2. Bing 3. Facebook 4. Other: ___________

Identify referrals by unique coupon ID

Embed referral key into URL…

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URL-embedded referral key

<div class='fb-like' data-share='true' data-width='350' data-show-faces='true' data-ref='num' data-href='url-to-like[?id=xxx]' style='height:80px;margin-top:10px'> </div>

FB ‘like’ button with referral key:

Disadvantage: no social validation (disconnected “likes”)Solution: random polling

See more at: https://developers.facebook.com/

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Everything put together

LUCKMessageTrustNN

NN

FilterChTAAwarenessMMk

TotalTotal

Leads

2

213 14tan

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Contact me on:

Dimitry Rotstein