Virality can be engineered to not only get you more leads or customers, but also to build engagement and relationships with existing customers. See how in this deck.
Viral Advocacy - How Actions and Engagement Influence Behavior and Build Brands
1. 1P a g e
Cunning. Creative. Considered.
Viral Advocacy
How Actions and Engagement
Influence Behavior and Build Brands
2. 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”
3. 3P a g e
Sold Invested
Volunteer
Who The F* Is This Guy?
Past
Current
4. 4P a g e
Social Media
Marketing is
Simply Word-of-
Mouth
Marketing,
Online.http://derric.link/word
5. 5P a g e
Viral Advocacy
The art of getting others to publicly share
content which promotes a product, brand, or
cause.
9. 9P a g e
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?
10. 10P a g e
How Do You Get People to Actually Advocate?
11. 11P a g e
Why do people talk about your business?
15. 15P a g e
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?
21. 21P a g e
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
22. 22P a g e
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