1P a g e
Cunning. Creative. Considered.
Viral Advocacy
How Actions and Engagement
Influence Behavior and Build Brands

2P a g e
SOCIAL MEDIA THAT MATTERS
-James Gilmore & Joe Pine
THE EXPERIENCE ECONOMY
“People have become relatively immune to messages targeted at them. The way to reach your
customers is to create an experience within them”

3P a g e
Sold Invested
Volunteer
Who The F* Is This Guy?
Past
Current

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Social Media
Marketing is
Simply Word-of-
Mouth
Marketing,
Online.http://derric.link/word

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Viral Advocacy
The art of getting others to publicly share
content which promotes a product, brand, or
cause.

6P a g e
User 0
Gets User 1

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Power Level
Gets 100 Users

8P a g e
Gets 533 Users
And he’s not alone…

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Conversion RateInfection RateTotal Users
Factors of Virality (k)
1? 100?
Your starting
condition.
How many relevant users
does your average user
actually reach?
After they take action,
how many convert to our
desired action (revenue,
signup, etc.)?
Average User Reach
Of those being reached,
how many people take
action?

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How Do You Get People to Actually Advocate?

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Why do people talk about your business?

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WHY?

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People only
share, or talk
about, your
business for one
reason:
To stroke their
ego.

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COMPOUNDI
NG VIRALITY

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Novelty (n) Utility (u) Economy (e)
Viral Coefficients
Is it new?
Unique?
Standout?
Does it provide value?
Is it better than
alternatives?
Cost-effective?
Rewarding?
“Good for humanity?”
Consistency (c)
Dependable?
Same product every time?
Same delivery speed?

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n + u + c + e
315
= k

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WHEN?

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The Best Time
To Ask For
Something is
After They Just
Gave You
Something!

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Thank You Page Receiving Product In-Product
When to Nudge

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Viral Videos

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Viral Video Structure
Focus on specific emotion
• Funny
• Fear
• Inspirational/Sad
• Cute/Heartwarming
• Angry/Upset/Vile
Low barrier to share
• Artificial Incentives
• Asking for feedback or comment in
video/description
Hook in 3 seconds – every 10 seconds

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Power of Facebook Video
Send automated Facebook message to all
commenters
Segment by time of video watched, page
engagement, interest, behavior, etc.
Retarget all 3 second video viewers

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Social Media Giveaways

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Where Most Giveaways
Go Wrong
High barrier to entry
Budget is too small
No data collected

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Queueat.com

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Giveaway Funnel
Website Visitors
Viral Advocates
Video Views or “Brand Awareness”
Giveaway Entrants
Revenue

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Facebook Messenger

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Messenger Giveaway !?!
Broadcast Data

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Twitter:
@SixPeppers
Website:
Vulpineinteractive.agency