viral marketing how to gain demand & amplify viral growth joe sanchis founder & ceo queue
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Viral MarketingHow to Gain Demand & Amplify Viral Growth
Joe SanchisFounder & CEO
Queue
About Me
• Lives in San Francisco• Founder & CEO of Queue• Expert at Bootstrap Labs• Pretail Thought Leadership• Growth Marketing Consultant• Startup Mentor, Investor, & Advisor• Former VP at Morgan Stately, Wells
Fargo
Viral Growth
Why Viral Marketing?
• Best ROI• Co-marketers• Higher
conversion• Fastest growth• Social
awareness
Viral Growth
Kinds of Virality
• Content (video/image/story)
• Product (inheritably viral)• Personal (referral
marketing)• Audience (events,
campaigns)
Viral Growth
Valuable Virality 2.0
“Viral is great, but valuable virality is better. Content people share that also increases sales, boosts product evaluations, or in some way helps the brand.”
- Johan Berger, Author of Contagious
Viral Growth
Viral Marketing Efficiency
• Low cost traffic• High conversion• High activation• Low cost referrals• High viral growth
Viral Growth
Coordinated Campaign
Mobilized for Driving Action
Viral Growth
Viral Campaign Formula
1. Seed initial users (100 – 500)2. Conversion rate (30-50%)3. Activation rate (15-25%)4. Engagement rate (200-400%)5. Sustain traffic (30 to 90 days)
Result: Viral Growth (K > 1)
Viral Growth
Seed & Fuel Traffic
• Existing customers• Email marketing lists• Paid advertising, PR• Promote on
web/social• Prep, announce,
sustain
Viral Growth
Attract & Convert
• Value proposition
• Social proof• Easy sign-up• Bonus incentive• Attractive
design• Mystery,
urgency
Viral Growth
Activation – Incentive
• Audience focused• Reward mixtures• Easy instructions• Simple activities• Personalization• Social belonging
Viral Growth
Pre-launch Consumers
Viral Growth
Engagement
• Personal Progress
• Social Progress• Gamification• Trigger points• Fresh content• Extra surprises
Viral Growth
Duration & Sustainability
• Daily ads• Media
stories• Joint
promos• Community• Influencers• Movement
Viral Growth
Measure Campaign Results
• Track all activities• Viral acquisition• Nurture, engaged• Grown
communities• Content,
information• Built awareness• Identity
influencers• Rewarded top fans
Viral Growth
• CPA = $5 (.25 CPC, 5% conversion rate)
• Social = $1 (likes, follows, shares, content)
ROI Example
• Viral acquisition = $77,025 (15,405 referred)
• Social activities = $21,020 (21,020 activities)
• Earned media value = $98,045 (total)• Campaign costs = $9245 (incentives,
tools)• Viral CPA = .60 + Social value (extra
bonus)• Net ROI = 1006% return on spend (10X
ROI)
Viral Growth
Summary
• Audience campaign + contest event• Valuable virality is best, action for brand• Marketing efficiency is key for growth
funnel• Formula (conversion, activate, engage,
time)• Psychology (join, gamification, social
proof)• ROI analysis (integrated campaign
metrics)
Viral Growth
Questions
Viral Growth
Contact Me
• Joe Sanchis [email protected]• Queue www.queueat.com• Twitter @queuetech @joesanchis
THANK YOU!
#startupsocials