Viral Marketing : Viral Mechanisms and Seeding Strategies
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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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Viral Marketing : Viral Mechanisms and Seeding Strategies
- 1. Viral Mechanisms and Seeding Strategies By Brian Chappell
- 2. What is Viral Marketing? When your audience markets for you.
- 3. 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.
- 4. 3 Main Components To Viral Marketing Content Mechanisms Seeds
- 5. Commonly Viewed Viral Marketing Components Content Mechanisms Seed
- 6. The Real Truth Of Viral Marketing Components Content Mechanisms Seed
- 7. 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
- 8. Viral Mechanism Integration Example : Before
- 9. Viral Mechanisms Email Integration Example : After
- 10. Post Purchase Viral Mechanism
- 11. Links In Widgets
- 12. Automatic Address Book Importing
- 14. Viral Seeding Techniques Initial 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
- 15. Go Big Or Go Home
- 16. 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
- 17. 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
- 18. Further Reading • One of the original primers on Viral marketing from 2000. http://bit.ly/dr-wilson-viral • Read more about the viral loop here http://bit.ly/viral-loop • Crowd Sourced Viral Loop examples http://productplanner.com/ • How To Make Your Application Viral http://bit.ly/app-viral
Notes de l'éditeur
- Common missconception
- -seeding is when you take your content and plant in the wild for users to find, consume and share and when your audience reciprocates -A mechanism could be one of two things -something to facilitate easy sharing of your content (example = a fb like button) -something that would cause you to be enticed to share (example = affiliate marketing b/c they have a reason to share to make money)
- -mention content will not be talked about and the seeding and mechanisms are important and what I am talking about.
- -Award users for Forwarding to a friend
- Add slide before this with pre example
- Add slide before this with pre example
- trying to artificially recreate a virus
- “most effective way to go viral in a big way is to do it in many small ways – a “big seed” strategy where you push your content out to a lot of different places to raise your chances of several unrelated people passing it on.” Duncan Watts – Yahoo Labs Principal Research Scientist
- Email, website, application, graphic, software download. Short and simple applies better no where else. (Hotmail – “Get your private, free email at http://hotmail.com” Mint.com does this well when it sends an email out reminding users to login since its been a long time. Apply low barrier to entry’s early on in the funnel before asking to share, that way the user feels more obligated since they already took an action.