Fostering Virality

Fostering Virality Making distribution organic

An object, even a non-material object, is considered to be viral when it has the ability to spread copies of itself…
… being viral came into vogue just after the Internet became widely popular in the mid-to-late 1990s.
Wikipedia on Virality

Virality & Viral Marketing
The buzzwords viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness…
Viral Marketing uses the power of virality to increase brand awareness…

Virality & Distribution
When a product uses the power of virality to distribute itself it is called Viral Distribution…

Making your product viral Maximize viral touch points Maximize reach Minimize the Virality funnel Maximise Viral worth

Maximizing touch points Taking advantage of viral opportunities

Viral opportunities
Where all within the product would the user feel the ‘Wow’ factor that makes him want to share?
Content Feature News

It’s a bit like picking nits

The more touch points your application has, the bigger the opportunity to go viral

Tips
Do not be intrusive – it shouldn’t be present everywhere like an ad
Try and catch the user after the usage instead of while it is being used
Let the wow factor sink in.

Maximizing reach Reach out as far and as wide as you can

Decoding reach
With whom would the user like to share ?
Email Social networks Word of mouth Mobile

Search engine optimization The new old frontier

Supporting virality
Supports word of mouth virality
Goes a long way in making your app more discoverable…

Give the user every opportunity @

In the mobile context
Reach out to mobiles where your presence is not there
Use all platforms you can.
SI’s are good, SMSs with URLs embedded. MMS is not.

Minimizing the funnel Cut down the effort needed

The funnel
Each and every activity has a funnel

At every stage, you'll lose some customers. That's inevitable….
Steep decline in the conversion funnel
Boundary function

Factors that affect the numbers
The number of steps in the process
The number of fields on each screen
Content and potential distractions

Maximizing viral worth Support quality content

Quality content travels fast!

Tips on viral worth
The fact that YOU think its worth sharing IS NOT IMPORTANT
What does the user find worth sharing?

People often share articles about cosmology or quantum Physics….because such articles open the mind to vast and often unconsidered possibilities, they expand thought and cause people to look beyond themselves (Keltner and Haidt, 2003). Emotional content more generally may also be particularly viral (Heath, Bell andSternberg 2001, Heath 1996) http://www.rhsmith.umd.edu/marketing/pdfs_docs/2009%20Marketing%20Camp/BergerViralityTheScienceofSharing.pdf Awe-inspiring and emotionally rich content is more viral.

Fostering Virality

by devingel on Nov 30, 2009

Accessibility

Categories

Upload Details

Usage Rights

2 Embeds 45

Statistics

Fostering Virality Presentation Transcript

http://babyfaces.wordpress.com	42
http://www.slideshare.net	3