Fostering Virality

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An insight into making your mobile application viral...

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Fostering Virality

  1. 1. Fostering Virality Making distribution organic
  2. 2. <ul><li>An object, even a non-material object, is considered to be viral when it has the ability to spread copies of itself… </li></ul><ul><li>… being viral came into vogue just after the Internet became widely popular in the mid-to-late 1990s. </li></ul><ul><li>Wikipedia on Virality </li></ul>
  3. 3. Virality & Viral Marketing <ul><li>The buzzwords  viral marketing  and  viral advertising  refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness… </li></ul><ul><li>Viral Marketing uses the power of virality to increase brand awareness… </li></ul>
  4. 4. Virality & Distribution <ul><li>When a product uses the power of virality to distribute itself it is called Viral Distribution… </li></ul>
  5. 5. Making your product viral Maximize viral touch points Maximize reach Minimize the Virality funnel Maximise Viral worth
  6. 6. Maximizing touch points Taking advantage of viral opportunities
  7. 7. Viral opportunities <ul><li>Where all within the product would the user feel the ‘Wow’ factor that makes him want to share? </li></ul>Content Feature News
  8. 8. It’s a bit like picking nits
  9. 9. The more touch points your application has, the bigger the opportunity to go viral
  10. 10. Tips <ul><li>Do not be intrusive – it shouldn’t be present everywhere like an ad </li></ul><ul><li>Try and catch the user after the usage instead of while it is being used </li></ul><ul><li>Let the wow factor sink in. </li></ul>
  11. 11. Maximizing reach Reach out as far and as wide as you can
  12. 12. Decoding reach <ul><li>With whom would the user like to share ? </li></ul>Email Social networks Word of mouth Mobile
  13. 13. Search engine optimization The new old frontier
  14. 14. Supporting virality <ul><li>Supports word of mouth virality </li></ul><ul><li>Goes a long way in making your app more discoverable… </li></ul>
  15. 15. Give the user every opportunity @
  16. 16. In the mobile context <ul><li>Reach out to mobiles where your presence is not there </li></ul><ul><li>Use all platforms you can. </li></ul><ul><li>SI’s are good, SMSs with URLs embedded. MMS is not. </li></ul>
  17. 17. Minimizing the funnel Cut down the effort needed
  18. 18. The funnel <ul><li>Each and every activity has a funnel </li></ul>
  19. 19. <ul><li>At every stage, you'll lose some customers. That's inevitable…. </li></ul><ul><li>Steep decline in the conversion funnel </li></ul><ul><li>Boundary function </li></ul>
  20. 20. Factors that affect the numbers <ul><li>The number of steps in the process </li></ul><ul><li>The number of fields on each screen </li></ul><ul><li>Content and potential distractions </li></ul>
  21. 21. Maximizing viral worth Support quality content
  22. 22. Quality content travels fast!
  23. 23. Tips on viral worth <ul><li>The fact that YOU think its worth sharing IS NOT IMPORTANT </li></ul><ul><li>What does the user find worth sharing? </li></ul>
  24. 24. 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.

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