Mobilize 2.0 Applying Science to Viral Campaigning, Harald Katzmair, Founder and Chief Scientist, FAS.research

FAS is a consultancy that uses Social Network Analysis (SNA) to help products, people, and ideas reach their tipping points. Over the last decade, FAS has designed large-scale viral campaigns to help Fortune 500 companies, political candidates, and NGOs reach their goals. FAS is unique because we take the guess work out of designing viral campaigns through the proprietary application of science.

FAS is a consultancy that uses Social Network Analysis (SNA) to help products, people, and ideas reach their tipping points.

Over the last decade, FAS has designed large-scale viral campaigns to help Fortune 500 companies, political candidates, and NGOs reach their goals.

FAS is unique because we take the guess work out of designing viral campaigns through the proprietary application of science.

Applying Science to Viral Campaigning We turn lists into social network maps

We turn lists into social network maps

Turn lists into maps Server information (“tell a friend”) Co-occurrence values @ Google, Yahoo etc. Blog-linkages My space friends lists

Server information (“tell a friend”)

Co-occurrence values @ Google, Yahoo etc.

Blog-linkages

My space friends lists

Turn lists into maps

Turn lists into maps

We turn lists into social network maps We identify pathways and blockages to your tipping point Applying Science to Viral Campaigning

We turn lists into social network maps

We identify pathways and blockages to your tipping point

Pathways and Blockages Online world and off-line world Ideologists - Centrists Democrats - Republicans

Pathways and Blockages

We turn lists into social network maps We identify pathways and blockages to your tipping point We design viral strategies and stories to accelerate campaign momentum Applying Science to Viral Campaigning

We turn lists into social network maps

We identify pathways and blockages to your tipping point

We design viral strategies and stories to accelerate campaign momentum

Viral stories Do good Do good and well Do well

Do good

Do good and well

Do well

Do good and well Do good Do well Values Issues Viral stories

Issues VALUES & Viral stories

Viral stories VALUES Issue Issue Issue Issue

Viral stories VALUES Issue Issue Issue Issue

Viral stories VALUES Issue Issue Issue Issue

Viral stories VALUES Issue Issue Issue Issue

Access to Opportunity Crime prevention = + zero tolerance against the causes of crime Creationist view Green Tech = + You protect God’s CREATION by making money with clean tech = Viral stories

Viral stories 9. Passes your story on to others 8. Gets positive feedback V. Confirmation 7. Donates or signs up IV. Action 6. Intents to sign up or donate III. Decision 5. Experiences consensus 4. Talks with family, friends, colleagues 3. Likes your story II. Conviction 2. Understands your story 1. Hears and remembers your story Awareness

Awareness

Viral stories 9. Passes your story on to others 8. Gets positive feedback V. Confirmation 7. Donates or signs up Action 6. Intents to sign up or donate III. Decision 5. Experiences consensus 4. Talks with family, friends, colleagues 3. Likes your story II. Conviction 2. Understands your story 1. Hears and remembers your story Awareness

Action

Awareness

We turn lists into social network maps We identify pathways and blockages to your tipping point We design viral strategies and stories to accelerate campaign momentum Applying Science to Viral Campaigning

We turn lists into social network maps

We identify pathways and blockages to your tipping point

We design viral strategies and stories to accelerate campaign momentum

Map the CHASMS in your list, blog and web-page ecosystem. Create viral BRIDGING STORIES CONFIRM advocates massively . AFTER they have signed up Takeaways

Map the CHASMS in your list, blog and web-page ecosystem.

Create viral BRIDGING STORIES

CONFIRM advocates massively . AFTER they have signed up

Applying Science to Viral Campaigning Thank you for your Attention!

You are invited SNA Salon @ THE SCIENCE CLUB, 1136 19 th Street Happy Hour, 9 pm