Viral Marketing Mechanics - February 2012

Viral Mechanics Jesper Åström@jesperastrom / jesperastrom.com Ideas worth keeping to yourself

What do I do

What do I doI create tools that make digitalmarketing as easy as clicking thenext button...

...till.

The basics.

A viral is not...

It is not a virus bla

A lot of views onyoutube...

Something that happensby chance...

A “share to” button...

A viral is...

A virus bla

A frame of mind...

A story...

...that leads to sharingbetween users.

1:1 transmission

Target Groups

Viral target groups“Forget about demographics, thinkabout personalities”

The Worker

The commentator

Audience

Viral target groups

Viral target groups Worker Commentator Audience

One Viral chain oftrade

Step 11. Why to join2. What to gain3. How to join

Step 21. Give them something to join - a tangible reward - “Join and get...”2. Make them pay with a social currency to increase their chances or gain social status

Example1. Join and get a free e-book2. The user joins and gets a YEY - you are the best!3. Here is your reward! Share it by giving the same chance to max 5 of your friends from Facebook.4. Or: Share it this exclusive offer with

The 5C’s of viral marketing

CreativityConformityChallengeCharismaCheating

Creativity

“the story behindthe story”

Copy• Two step rocket: “Join and get... Increase your chances by...”

Conformity

ConformityWe belong together!

CausesJoin and get...Invite and increase the likelihood

Den härkonferensen

Challenge

“the imposingcall to action”

“the social currency”

Charisma

CharismaI want to be like you!

Cheating

MalwareHow to Cheat Social Media

The trafﬁc driver

Getting the right copy

The landing page

Hiding the share button

Purpose?

Purpose!

View and Fan boost How to Cheat Social Media

We all want to be in a toplist

Cheating!

Cheating?

Not Cheating!

Buy fans!

Effect

CY= -rx 1 + ae

Viral marketing: The mechanic defined“Itis not a question of how toenlarge your penis, but ananswer to how you enlargeyour friend list...”

Viral Marketing Mechanics - February 2012

by Jesper Åström on Feb 13, 2012

Accessibility

Categories

Tags

Upload Details

Usage Rights

1 Embed 2

Statistics

Viral Marketing Mechanics - February 2012 — Presentation Transcript