11. The Viral Co-efficient (K)
K=I*P*C
(Primary Variables)
http:/
/frac.tl/the-viral-growth-enigma-how-math-can-quantify-online-sharing/
12. The Viral Co-efficient (K)
K=I*P*C
(Primary Variables)
I=
Shares per viewer
Number of people that see then share
(affect through strength of creative)
http:/
/frac.tl/the-viral-growth-enigma-how-math-can-quantify-online-sharing/
13. The Viral Co-efficient (K)
K=I*P*C
(Primary Variables)
P=
Shared Audience
Number of people exposed to content for each share
(impact through audience and influencer targeting)
http:/
/frac.tl/the-viral-growth-enigma-how-math-can-quantify-online-sharing/
14. The Viral Co-efficient (K)
K=I*P*C
(Primary Variables)
C=
Conversion rate
% of audience that are exposed to the
content and then click on it
(influence through optimising titles
and social meta data)
http:/
/frac.tl/the-viral-growth-enigma-how-math-can-quantify-online-sharing/
15. The Viral Co-efficient (K)
K=I*P*C
(Secondary Variables)
Organic Views
number of people that see your content not through
social media (affect this through seeding and outreach)
16. The Viral Co-efficient (K)
K=I*P*C
Viral Co-efficient >1 = virality
Viral Co-efficient <1 = not viral
Reality is that on that basis virtually no content is viral
17. Our findings suggested
that 90% of viewers don’t
share, even for highly viral
content
Dr Karen Field
Viral Marketing: The Science of Sharing
18. New viral content definition
“Any sort of content where the viewership grows
rapidly as a result of sharing”
23. Affecting (P): Shared Audience
Niche appeal content
More viral.
Shared values, interests and ideals of a niche
24. Affecting (P): Shared Audience
Broad appeal content
Less viral.
Opportunity to operate at a much larger scale
25. Affecting (P): Shared Audience
Target A Broad Niche
Broad Niche
Get the benefits of the concentrated sharing of the niche.
That then stimulates interest of the larger market
www.thomson.co.uk/blog/wp-content/uploads/infographic/interactive-music-map/index.html
26. Affecting (P): Shared Audience
Target A Broad Niche
Passionate Dance Music Fans > Dance Music Fans > Music Lovers
www.thomson.co.uk/blog/wp-content/uploads/infographic/interactive-music-map/index.html
27. Affecting (P): Shared Audience
Why people born between the late 70’s and 90’s are so unhappy
28. Affecting (P): Shared Audience
Certain Audiences are more likely to share
Target Demographic segments e.g. generation x
Or specific Interest groups e.g. tech, marketing
Target content to highly active sharing groups
29. Affecting (P): Shared Audience
Influencer Targeting
Use Klout and Followerwonk to identify influencers
Build relationships in advance of launch
Each share our content receives from influencers
will have more impact
30. Affecting (P): Shared Audience
Summary
Target high sharing audiences
Be aware of niche and broad audience
opportunities when targeting
Target influencers
32. Affecting (C): Conversion Rate
Frame every aspect of social copy, titles and images
If you don’t, you’re missing an opportunity to increase virality
http:/
/www.slideshare.net/Upworthy/how-to-make-that-one-thing-go-viral-just-kidding
33. Affecting (C): Conversion Rate
Social Titles
1. Focus on the curiosity gap. Intrigue people. 2. Don’t over-sell
http:/
/www.slideshare.net/Upworthy/how-to-make-that-one-thing-go-viral-just-kidding
34. Affecting (C): Conversion Rate
Optimise for Facebook Open Graph and Twitter V
Allow you to control the text and image that are displayed each
time something is shared
35. Affecting (C): Conversion Rate
Don’t set and forget
Test Title, social copy and images pre and post launch
36. Affecting (C): Conversion Rate
Conversion Rate: Summary
Frame and optimise everything you can.
Test Pre and Post Launch.
38. Affecting Organic Views (vi)
Launch Powerfully- 25% of shares occur first 3 days
Co-ordinate outreach at early stages to maximise impact
Source: Viral Video Chart
39. Affecting Organic Views (vi)
Big Seed
Seed viral content with the most sizeable and
active sharing group
This ‘buys you into’ someone else’s community
to leverage
40. Affecting Organic Views (vi)
Big Seed – issues
Increasingly difficult to get publishers to drive
traffic away from their site (due to pageview
business model)
Create assets that allow almost full functionality
on their site
41. Affecting Organic Views (vi)
Big Seed – issues
Problem: All value flows to publisher
Solution: Focus the canonical asset on your site
44. Affecting Organic Views (vi)
Reach = More Reach
The more people that see your content, the more
people will subsequently see your content.
Maximise this any way you can cost effectively.
Leverage owned, earned and paid media
www.slideshare.net/wilreynolds/the-10000-paid-content-paid-linking-test-that-is-100-google-safe
45. Affecting (vi): Organic Views
Organic Views: Summary
Big seed approach
Focus on powerful launch to maximise impact
Maximise reach any way you can
46. Affecting Shares Per Viewer (i)
% of people that see your content and share
Get people talking about our content!
47. Affecting Shares Per Viewer (i)
Two Viral Content Options
1 Create an emotional reaction
2 Create a practical resource
49. Affecting Shares Per Viewer (i)
Practical resources – why viral?
People love to post and share useful information
Why?
Good people and we want to help others
1
2 Playing it forward -We share useful content with
people in the expectation that they will one day help us
50. Affecting Shares Per Viewer (i)
This story had 3x the sharing of any other article in a 6 month period.
51. Affecting Shares Per Viewer (i)
Emotional content – why viral?
Emotional experiences are amplified through sharing.
When we experience a strong emotional reaction, we
want to share it
52. Affecting Shares Per Viewer (i)
Emotional content
Level of arousal created by the content is
fundamental. Not the emotion itself.
Positive emotions typically perform better than
negative
A stronger level of emotional arousal means greater
stimulation to share
http:/
/frac.tl/viral-emotions-study/
53. Affecting Shares Per Viewer (i)
The level of emotional arousal stimulated is key
54. Affecting Shares Per Viewer (i)
Emotional content
PRO Tip
When you’re showing people your content, don’t
necessarily ask people’s opinions, watch their
reactions. If you can see one, you’re onto something
http:/
/frac.tl/viral-emotions-study/
57. Affecting Shares Per Viewer (i)
Leverage emotion- Stimulate emotion fast.
Clarity and simplicity of idea (so people immediately
get what they are seeing)
Use visual content. This allows for almost immediate
comprehension, which is why visual content is so viral
59. Affecting Shares Per Viewer (i)
Leverage emotion – existing emotions
Link content with things that people are ALREADY
passionate and emotional about
Sites like Upworthy play off existing emotional issues
e.g. LGBT, Parenting, Guns and Crime
60. Affecting Shares Per Viewer (i)
http:/
/www.concerthotels.com/ipod-visualized-as-vinyl
61. Affecting Shares Per Viewer (i)
http:/
/www.concerthotels.com/ipod-visualized-as-vinyl
62. Affecting Shares Per Viewer (i)
Creating Social Value
Choices of what we share reflect our identity.
Will I look good sharing this?
Remarkability (new, unusual, different, extraordinary)
http:/
/jonahberger.com/books/contagious/
63. Affecting Shares Per Viewer (i)
New design styles and functionality are highly shareable
64. Affecting Shares Per Viewer (i)
Design Quality
New design styles and web technologies give the
opportunity to present existing information in a new
and creative way
This can be a key USP of your content versus what
the rest of the web is creating
65. Affecting Shares Per Viewer (i)
Test - social buttons to see what works
Can be difference between contents success and failure
66. Affecting (i): Shares Per Viewer
Shares per viewer: Summary
Practical or Emotional content
Create social value
Great design
Test social buttons
69. Characteristics of Viral Content
Visual, Interactive or Personalised (often win)
Quick to understand
70. Characteristics of Viral Content
Visual, Interactive or Personalised (often win)
Quick to understand
New, surprising or different
71. Characteristics of Viral Content
Visual, Interactive or Personalised (often win)
Quick to understand
New, surprising or different
Strong emotional hook (or practical)
72. Characteristics of Viral Content
Visual, Interactive or Personalised (often win)
Quick to understand
New, surprising or different
Strong emotional hook (or practical)
Strong design
73. Characteristics of Viral Content
Visual, Interactive or Personalised (often win)
Quick to understand
New, surprising or different
Strong emotional hook (or practical)
Strong design
Social optimisation
74. Characteristics of Viral Content
Visual, Interactive or Personalised (often win)
Quick to understand
New, surprising or different
Strong emotional hook (or practical)
Strong design
Social optimisation
Evidence of past virality in the topic
75. Even Then You Might Fail
Involves a lot of time and effort
Involves financial risk
There will be failure
BUT
You have the opportunity to revolutionise
your business through viral content
