Viral Mechanisms and Seeding Strategies by Brian Chappell

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BlueGlass Florida presentation by Brian Chappell, Social Search Strategist for Ignite Social Media

BlueGlass Florida presentation by Brian Chappell, Social Search Strategist for Ignite Social Media

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  • 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” 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.
  • Redo this slide with good mood gig concept


  • 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
    • 4. 30,000 visits over 12 months spread across multiple campaigns and launches that in turn creates success over time.
  • 3 Main Components To Viral Marketing
  • 5. Commonly Viewed Viral Marketing Components
  • 6. The Real Truth Of Viral Marketing Components
  • 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
  • 13. Login With Facebook
  • 14. Viral Seeding Techniques
    Initial Seeding By Marketers
    Press Release
    Blogger and Community Outreach
    Facebook engagement ads
    Sponsored Tweets
    Google Adwords, Bing Adcenter
    Banner Media Buys
    Emails and status updates
    Word of Mouth
    FrontpagingDigg, FrontpagingReddit, TumblrReblogs
    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. Fully Integrated Campaign
  • 18. Successful Viral Marketing Environment
  • 19. Further Reading
    • One of the original primers on Viral marketing from 2000.
    • 20. Read more about the viral loop here
    • 21. Crowd Sourced Viral Loop examples
    • 22. How To Make Your Application Viral
  • Thank You