Viral Marketing : Viral Mechanisms and Seeding Strategies

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Viral Marketing : Viral Mechanisms and Seeding Strategies presentation I gave at Blueglass Florida 2010. Discussed the importance of baking in mechanisms into your content to help it spread and the power of a big seed strategy.

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Viral Marketing : Viral Mechanisms and Seeding Strategies

  1. 1. Viral Mechanisms and Seeding Strategies By Brian Chappell
  2. 2. What is Viral Marketing? When your audience markets for you.
  3. 3. Not All Viral Campaigns Turn Into Viruses • Viral marketing doesn’t have to be 400,000 visits in 3 days • 30,000 visits over 12 months spread across multiple campaigns and launches that in turn creates success over time.
  4. 4. 3 Main Components To Viral Marketing Content Mechanisms Seeds
  5. 5. Commonly Viewed Viral Marketing Components Content Mechanisms Seed
  6. 6. The Real Truth Of Viral Marketing Components Content Mechanisms Seed
  7. 7. Types Of Viral Mechanisms • Forwarding to a friend • Links in widgets • “Free” – Give it all away for a short time. • Affiliate Programs • FB Likes • Twitter Retweets • Automatic Address book importing • Competitions With Leaderboards • Login With Facebook
  8. 8. Viral Mechanism Integration Example : Before
  9. 9. Viral Mechanisms Email Integration Example : After
  10. 10. Post Purchase Viral Mechanism
  11. 11. Links In Widgets
  12. 12. Automatic Address Book Importing
  13. 13. Login With Facebook
  14. 14. Viral Seeding Techniques Initial Seeding By Marketers • Press Release • Blogger and Community Outreach • PPC – Facebook engagement ads – Sponsored Tweets – Google Adwords, Bing Adcenter • Banner Media Buys • Emails and status updates • Word of Mouth • Frontpaging Digg, Frontpaging Reddit, Tumblr Reblogs 2nd Level Seeding Done By The Audience • Emailing a list • Personal and Family relationships • Twitter Status update • Facebook Status update • Blog post
  15. 15. Go Big Or Go Home
  16. 16. Factors For Success • Viruses only spread when they are easy to transmit • Ensure inviting users is core to the product, app or website • Remind users to keep coming back • Use existing networks instead of creating new ones • Apply low barrier to entry’s early on in the funnel • Develop a Formula and stick with it
  17. 17. Successful Viral Marketing Environment Success! Make Content Travel Far With Seeding Techniques Multiple Seeds Make Content Travel On Its Own With Baked in Viral Mechanisms Content Viral Mechanisms
  18. 18. Further Reading • One of the original primers on Viral marketing from 2000. http://bit.ly/dr-wilson-viral • Read more about the viral loop here http://bit.ly/viral-loop • Crowd Sourced Viral Loop examples http://productplanner.com/ • How To Make Your Application Viral http://bit.ly/app-viral
  19. 19. Thank You IgniteSocialMedia.com/blog @brianchappell brian@ignitesocialmedia.com

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