eMetrics Stockholm - How to Analyze Viral Campaigns - 28 September 2010

How to analyze viral campaigns jesperastrom.com Digital Director @ Honesty

From Hockey stick to Long tail...

The web consist of three things People - Content - Links Producers Assets Value a fourth thing is data, but we’re not there yet

Are we really measuring the right thing when wanting to know if something has gone viral?

Visitors Likes Mentions Views Ratings Retweets

Cool!!

Why is this important to know?

1. The web is small • The social web is closed in networks • In order to go viral you have to break through from one network to another • Important to know when you create your viral KPIs - is this campaign dying or is it viral?

2. The web is deceiving • There are a lot of cheaters out there • If you don’t know how they have done their campaigns you might follow with poor results

3. The web is a liquid • You cannot turn the web upside down • You have to blend in order to stay • But you cannot be the same as everyone else as you will not get noticed • How do you measure if you are being noticed or not?

What is a Viral?

Is it a virus? bla

1:1 transmission K-factor

1:1 transmission

Money Question How can you make money using viral campaigns?

We want people who Where can we find our want our products to Buyer buyers? come to our websites! All people come to your What do we need to do website through a link or Link to get links? through type-in! But you get more than What do we need to do buyers to your website to get traffic from those that amount to your Traffic links? traffic! You want to convert at What do we need to do much of that traffic into Conversion to convert that traffic? buyers! What do we need to do What do we need to do get as much money out of Money get as much money out of that conversion rate? that conversion rate?

Get the word out there How can you make money using viral campaigns?

Creativity Conformity Charisma 5 C’s Challenge of Viral marketing Cheating

Creativity

Conformity We belong together!

Charisma I want to be like you!

Challenge

Cheating?

Conversion How can you make money using viral campaigns?

How to use virals for conversion? • Get users to remove obstacles for other users • Get users to provide incentives or persuade other users • Both of which can be measured as a variable when looking at conversion rate

Removing obstacles Invite all of your friends get 30 FREE trial. If 4 of them join you all receive... Connect with Facebook to invite.

Persuasion to Buy

But to answer the initial question! Are we measuring the right thing?

The web is small How to measure virality in a world full of closed networks?

1. Look at the graph Yes No

2. Co-Citation

Examples of KPIs • Goal: Reach out with news or message • K-factor • Inquiries to customer service/press • Time to respond • Source distance - @username

The web is deceiving How can we ﬁnd out who is really successful?

1. Trafﬁc spoofers

2.View count inﬂators

Examples of KPIs • Goal: Find good benchmark • K-factor • Inbound links for their domains over time • Embeds over time/Mentions over time • ... with focus on the viral objects time of entry/publication

The web is a liquid How do we measure if we’re blending?

1. Backlink reports

2. Competitor analysis/Share of voice

Examples of KPIs • Goal: Gain market share • Share of voice over time • Back links over time

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eMetrics Stockholm - How to Analyze Viral Campaigns - 28 September 2010

by Jesper Åström on Sep 28, 2010

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eMetrics Stockholm - How to Analyze Viral Campaigns - 28 September 2010 — Presentation Transcript