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1P a g e
Cunning. Creative. Considered.
Viral Advocacy
How Actions and Engagement
Influence Behavior and Build Brands
2P a g e
SOCIAL MEDIA THAT MATTERS
-James Gilmore & Joe Pine
THE EXPERIENCE ECONOMY
“People have become relatively immune ...
3P a g e
Sold Invested
Volunteer
Who The F* Is This Guy?
Past
Current
4P a g e
Social Media
Marketing is
Simply Word-of-
Mouth
Marketing,
Online.http://derric.link/word
5P a g e
Viral Advocacy
The art of getting others to publicly share
content which promotes a product, brand, or
cause.
6P a g e
User 0
Gets User 1
7P a g e
Power Level
Gets 100 Users
8P a g e
Gets 533 Users
And he’s not alone…
9P a g e
Conversion RateInfection RateTotal Users
Factors of Virality (k)
1? 100?
Your starting
condition.
How many releva...
10P a g e
How Do You Get People to Actually Advocate?
11P a g e
Why do people talk about your business?
12P a g e
WHY?
13P a g e
People only
share, or talk
about, your
business for one
reason:
To stroke their
ego.
14P a g e
COMPOUNDI
NG VIRALITY
15P a g e
Novelty (n) Utility (u) Economy (e)
Viral Coefficients
Is it new?
Unique?
Standout?
Does it provide value?
Is it...
16P a g e
n + u + c + e
315
= k
17P a g e
WHEN?
18P a g e
The Best Time
To Ask For
Something is
After They Just
Gave You
Something!
19P a g e
Thank You Page Receiving Product In-Product
When to Nudge
20P a g e
Viral Videos
21P a g e
Viral Video Structure
Focus on specific emotion
• Funny
• Fear
• Inspirational/Sad
• Cute/Heartwarming
• Angry/U...
22P a g e
Power of Facebook Video
Send automated Facebook message to all
commenters
Segment by time of video watched, page...
23P a g e
Social Media Giveaways
24P a g e
Where Most Giveaways
Go Wrong
High barrier to entry
Budget is too small
No data collected
25P a g e
Queueat.com
26P a g e
Giveaway Funnel
Website Visitors
Viral Advocates
Video Views or “Brand Awareness”
Giveaway Entrants
Revenue
27P a g e
Facebook Messenger
28P a g e
Messenger Giveaway !?!
Broadcast Data
29P a g e
Twitter:
@SixPeppers
Website:
Vulpineinteractive.agency
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Viral Advocacy - How Actions and Engagement Influence Behavior and Build Brands

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Virality can be engineered to not only get you more leads or customers, but also to build engagement and relationships with existing customers. See how in this deck.

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Viral Advocacy - How Actions and Engagement Influence Behavior and Build Brands

  1. 1. 1P a g e Cunning. Creative. Considered. Viral Advocacy How Actions and Engagement Influence Behavior and Build Brands
  2. 2. 2P a g e SOCIAL MEDIA THAT MATTERS -James Gilmore & Joe Pine THE EXPERIENCE ECONOMY “People have become relatively immune to messages targeted at them. The way to reach your customers is to create an experience within them”
  3. 3. 3P a g e Sold Invested Volunteer Who The F* Is This Guy? Past Current
  4. 4. 4P a g e Social Media Marketing is Simply Word-of- Mouth Marketing, Online.http://derric.link/word
  5. 5. 5P a g e Viral Advocacy The art of getting others to publicly share content which promotes a product, brand, or cause.
  6. 6. 6P a g e User 0 Gets User 1
  7. 7. 7P a g e Power Level Gets 100 Users
  8. 8. 8P a g e Gets 533 Users And he’s not alone…
  9. 9. 9P a g e Conversion RateInfection RateTotal Users Factors of Virality (k) 1? 100? Your starting condition. How many relevant users does your average user actually reach? After they take action, how many convert to our desired action (revenue, signup, etc.)? Average User Reach Of those being reached, how many people take action?
  10. 10. 10P a g e How Do You Get People to Actually Advocate?
  11. 11. 11P a g e Why do people talk about your business?
  12. 12. 12P a g e WHY?
  13. 13. 13P a g e People only share, or talk about, your business for one reason: To stroke their ego.
  14. 14. 14P a g e COMPOUNDI NG VIRALITY
  15. 15. 15P a g e Novelty (n) Utility (u) Economy (e) Viral Coefficients Is it new? Unique? Standout? Does it provide value? Is it better than alternatives? Cost-effective? Rewarding? “Good for humanity?” Consistency (c) Dependable? Same product every time? Same delivery speed?
  16. 16. 16P a g e n + u + c + e 315 = k
  17. 17. 17P a g e WHEN?
  18. 18. 18P a g e The Best Time To Ask For Something is After They Just Gave You Something!
  19. 19. 19P a g e Thank You Page Receiving Product In-Product When to Nudge
  20. 20. 20P a g e Viral Videos
  21. 21. 21P a g e Viral Video Structure Focus on specific emotion • Funny • Fear • Inspirational/Sad • Cute/Heartwarming • Angry/Upset/Vile Low barrier to share • Artificial Incentives • Asking for feedback or comment in video/description Hook in 3 seconds – every 10 seconds
  22. 22. 22P a g e Power of Facebook Video Send automated Facebook message to all commenters Segment by time of video watched, page engagement, interest, behavior, etc. Retarget all 3 second video viewers
  23. 23. 23P a g e Social Media Giveaways
  24. 24. 24P a g e Where Most Giveaways Go Wrong High barrier to entry Budget is too small No data collected
  25. 25. 25P a g e Queueat.com
  26. 26. 26P a g e Giveaway Funnel Website Visitors Viral Advocates Video Views or “Brand Awareness” Giveaway Entrants Revenue
  27. 27. 27P a g e Facebook Messenger
  28. 28. 28P a g e Messenger Giveaway !?! Broadcast Data
  29. 29. 29P a g e Twitter: @SixPeppers Website: Vulpineinteractive.agency

Virality can be engineered to not only get you more leads or customers, but also to build engagement and relationships with existing customers. See how in this deck.

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