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Bryan Cassady Guest Professor, Bryan@fast-bridge.com
KU Leuven Master Class: New Product Marketing
BONUS LECTURE: VIRAL MA...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
About this course
It is a sad fact that most new businesses, products...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
It is about
people
It is about
marketing
Cool math
& Methods
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
The website 8%
Advertisement 15%
Newspaper/Magazine recommended it 22...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
http://www.themasterstrophy.com/www/index.php?
id=d9dd8941d4a308467baf4130311f28a2
http://en.tackfilm.se/?id=1268739536456...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Cause Effect
Biology Virus Disease
Marketing Value Proposition Sales
...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Indian Airlines
Route Map
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Trivial Pursuit In search of Excellence
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Results A B
Tipping Point
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
S imple
U nexpected
C oncrete
C redible
E motional
S tory Based
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Now for some
fun…
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Note: A great book The Cluetrain manifesto
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Why do you think these
campaigns worked ?
Will these work ?
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
0
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AverUsageDaysperVisitor
Reach ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
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Bryan Cassady Guest Professor, Bryan@fast-bridge.com
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Bryan Cassady Guest Professor, Bryan@fast-bridge.com
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Reach ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
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Reach ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
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Bryan Cassady Guest Professor, Bryan@fast-bridge.com
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Reach ...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Social Bookmarks
flickrPodcasts
Virtual works Wikis
facebookMicro blo...
Almost
4,000,000
articles
>100,000,000
videos
(65,000 new videos/day)
2000,000,000
blogs
73%
of active online
users have read
blog
45% have started their own blog
39%
subscribe to an
RSS feed
57%
have joined
a social
network
5,000,000,000
The number of minutes
spent on Facebook
each day.
55%
Have uploaded photos
83% have watch video clips
83% have watch video clips
The old communication
model was a
monologue
Only 18% of TV
ad campaigns
generates positive ROI
90%
of people who can
skip TV ads, do.
The average person id exposed to
3000 advertising messages/day
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
“Content is the new democracy and we the
people, are ensuring that our voices
are heard.”
34% Pose opinions about
products & brands
on their blog
trust blogger’s
opinions on
products &
services
32%
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
%Everdone
90%
70%
60%
50%
40%
30%
20%
10%
0%
80%
Wave 1 sep 06 Wave 2...
By 2010,
Millenials/Gen Y-ers
will outnumber Baby
boomers
They already wield
$350 BILLION/
year in direct
spending power
Acquaintance
s, 51%
Online
Friends,
38%
Close Friends,
11%
They have an average of
53 online friends
Listen
A
Immerse yourself in the conversations.
(any or all of the above are a good place to start!)
Messages are not conversations.
participate
B
Relinquish
control.
C
D
Engage!
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
A campaign to focus on the benefit
This contest was set up by 18proce...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Example
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Linked to
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Invites Sensitivity Targets 150,000
% that participate 1 4.0% 0.04
T0...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Invites Sensitivity Targets 150,000
% that participate 1 4.0% 0.04
T0...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Invites Sensitivity Targets 150,000
% that participate 1 4.0% 0.04
T0...
Bryan Cassady Guest Professor, Bryan@fast-bridge.com
pr-squared.com
get template
for free!
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
New Product Marketing: BUZZ Marketing (usual social media effectively)
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New Product Marketing: BUZZ Marketing (usual social media effectively)

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Bonus Class:
Buzz…A great idea/ great advertising is never enough…
Summary: An introduction to viral marketing and social media

Published in: Business
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New Product Marketing: BUZZ Marketing (usual social media effectively)

  1. 1. Bryan Cassady Guest Professor, Bryan@fast-bridge.com KU Leuven Master Class: New Product Marketing BONUS LECTURE: VIRAL MARKETING A great idea/ great advertising is NEVER enough… To infinity and beyond with BUZZ marketing
  2. 2. Bryan Cassady Guest Professor, Bryan@fast-bridge.com About this course It is a sad fact that most new businesses, products and service fail. Some estimate the failure rate is as high as 90%. This course is about why products fail and what you can do to increase your odds of success. This lecture is a part of series of 12 lectures. In my classes I use a lot of videos. If you’d like to see the presentations with videos, go to: http://www.fast-bridge.net/resources/new-product-marketing/ I hope in the pages that follow you will find new ideas and inspiration… If you’d like to download the whole class go to: http://www.slideshare.net/bryancassady2/2009-course-new-product- management-by-bryan-cassady If you have ideas on ways to improve this course or would like help with your new products, I’d love to here from you… Bryan Cassady bryan@fast-bridge.com +32-475-860-757
  3. 3. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  4. 4. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  5. 5. Bryan Cassady Guest Professor, Bryan@fast-bridge.com It is about people It is about marketing Cool math & Methods
  6. 6. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  7. 7. Bryan Cassady Guest Professor, Bryan@fast-bridge.com The website 8% Advertisement 15% Newspaper/Magazine recommended it 22% A friend recommended it 76% Television 21% Newspaper/Magazine 26% Info services (e.g. Consumer Reports) 35% Another consumer 67%
  8. 8. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  9. 9. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  10. 10. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  11. 11. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  12. 12. http://www.themasterstrophy.com/www/index.php? id=d9dd8941d4a308467baf4130311f28a2 http://en.tackfilm.se/?id=1268739536456RA94
  13. 13. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  14. 14. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  15. 15. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  16. 16. Bryan Cassady Guest Professor, Bryan@fast-bridge.com Cause Effect Biology Virus Disease Marketing Value Proposition Sales Spread the Word
  17. 17. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  18. 18. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  19. 19. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  20. 20. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  21. 21. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  22. 22. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  23. 23. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  24. 24. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  25. 25. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  26. 26. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  27. 27. Indian Airlines Route Map
  28. 28. Bryan Cassady Guest Professor, Bryan@fast-bridge.com Trivial Pursuit In search of Excellence
  29. 29. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  30. 30. Bryan Cassady Guest Professor, Bryan@fast-bridge.com Results A B Tipping Point
  31. 31. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  32. 32. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  33. 33. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  34. 34. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  35. 35. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  36. 36. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  37. 37. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  38. 38. S imple U nexpected C oncrete C redible E motional S tory Based
  39. 39. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  40. 40. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  41. 41. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  42. 42. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  43. 43. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  44. 44. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  45. 45. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  46. 46. Now for some fun…
  47. 47. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  48. 48. Bryan Cassady Guest Professor, Bryan@fast-bridge.com Note: A great book The Cluetrain manifesto
  49. 49. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  50. 50. Why do you think these campaigns worked ?
  51. 51. Will these work ?
  52. 52. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  53. 53. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  54. 54. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  55. 55. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  56. 56. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  57. 57. Bryan Cassady Guest Professor, Bryan@fast-bridge.com 0 2 4 6 8 10 12 14 16 18 0 20 40 60 80 AverUsageDaysperVisitor Reach (%) Note: Size of bubble represents Total Time Spent per Month Google.com MSN.com Yahoo.com Facebook AOL.com YouTube Ask.com Myspace AIM.com FlickR CNN.com Ebay.com Source: ComScore USA, Dec 2008
  58. 58. Bryan Cassady Guest Professor, Bryan@fast-bridge.com 0 2 4 6 8 10 12 14 16 18 0 20 40 60 80 AverUsageDaysperVisitor Reach (%) Note: Size of bubble represents Total Time Spent per Month Google.comMSN.com Yahoo.com Facebook AOL.com YouTubeAsk.com Myspace AIM.com FlickR CNN.com Ebay.com Source: ComScore USA, Dec 2008
  59. 59. Bryan Cassady Guest Professor, Bryan@fast-bridge.com 0 2 4 6 8 10 12 14 16 18 0 20 40 60 80 AverUsageDaysperVisitor Reach (%) Note: Size of bubble represents Total Time Spent per Month Google.comMSN.com Yahoo.com Facebook AOL.com YouTubeAsk.com Myspace AIM.com FlickR CNN.com Ebay.com Source: ComScore USA, Feb 2009
  60. 60. Bryan Cassady Guest Professor, Bryan@fast-bridge.com 0 2 4 6 8 10 12 14 16 18 0 20 40 60 80 AverUsageDaysperVisitor Reach (%) Note: Size of bubble represents Total Time Spent per Month Google.comMSN.com Yahoo.com Facebook AOL.com YouTube Ask.com Myspace AIM.com FlickR CNN.com Ebay.com Source: ComScore USA, March 2009
  61. 61. Bryan Cassady Guest Professor, Bryan@fast-bridge.com 0 2 4 6 8 10 12 14 16 18 0 20 40 60 80 AverUsageDaysperVisitor Reach (%) Note: Size of bubble represents Total Time Spent per Month Source: ComScore USA, April 2009 Google.com Yahoo.com MSN.com YouTube AOL.com Facebook Myspace Ebay.comAsk.com CNN.com AIM.com FlickR
  62. 62. Bryan Cassady Guest Professor, Bryan@fast-bridge.com 0 2 4 6 8 10 12 14 16 18 0 20 40 60 80 AverUsageDaysperVisitor Reach (%) Note: Size of bubble represents Total Time Spent per Month Source: ComScore USA, June 2009 Google.com Yahoo.com MSN.com YouTube AOL.com Facebook Myspace Ebay.com Ask.com CNN.com Bing.com Twitter
  63. 63. Bryan Cassady Guest Professor, Bryan@fast-bridge.com 0 2 4 6 8 10 12 14 16 18 0 20 40 60 80 AverUsageDaysperVisitor Reach (%) Note: Size of bubble represents Total Time Spent per Month Source: ComScore USA, July 2009 Google.com Yahoo.com MSN.com YouTube AOL.com Facebook Myspace Ebay.com Ask.com CNN.com Bing.com Twitter
  64. 64. Bryan Cassady Guest Professor, Bryan@fast-bridge.com Social Bookmarks flickrPodcasts Virtual works Wikis facebookMicro blogs Youtube Google talk RSS Message board Widgets
  65. 65. Almost 4,000,000 articles
  66. 66. >100,000,000 videos (65,000 new videos/day)
  67. 67. 2000,000,000 blogs
  68. 68. 73% of active online users have read blog
  69. 69. 45% have started their own blog
  70. 70. 39% subscribe to an RSS feed
  71. 71. 57% have joined a social network
  72. 72. 5,000,000,000 The number of minutes spent on Facebook each day.
  73. 73. 55% Have uploaded photos
  74. 74. 83% have watch video clips
  75. 75. 83% have watch video clips
  76. 76. The old communication model was a monologue
  77. 77. Only 18% of TV ad campaigns generates positive ROI
  78. 78. 90% of people who can skip TV ads, do.
  79. 79. The average person id exposed to 3000 advertising messages/day
  80. 80. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  81. 81. “Content is the new democracy and we the people, are ensuring that our voices are heard.”
  82. 82. 34% Pose opinions about products & brands on their blog
  83. 83. trust blogger’s opinions on products & services 32%
  84. 84. Bryan Cassady Guest Professor, Bryan@fast-bridge.com %Everdone 90% 70% 60% 50% 40% 30% 20% 10% 0% 80% Wave 1 sep 06 Wave 2 june 07 Wave 3 march 08 Read blogs/weblogs Start my own blogs/weblogs Leave a comment on a new site Watch video clips online Download a podcast (pre- recorded radio audio show) Create a profile on a social network Subscribe to an RSS feed
  85. 85. By 2010, Millenials/Gen Y-ers will outnumber Baby boomers
  86. 86. They already wield $350 BILLION/ year in direct spending power
  87. 87. Acquaintance s, 51% Online Friends, 38% Close Friends, 11% They have an average of 53 online friends
  88. 88. Listen A
  89. 89. Immerse yourself in the conversations. (any or all of the above are a good place to start!)
  90. 90. Messages are not conversations.
  91. 91. participate B
  92. 92. Relinquish control. C
  93. 93. D Engage!
  94. 94. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  95. 95. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  96. 96. Bryan Cassady Guest Professor, Bryan@fast-bridge.com A campaign to focus on the benefit This contest was set up by 18procent.be Using this site and shopping smarter the average consumer could save 2138 euro per year. The represent 18% of the average family’s fixed costs. We wanted to show what cool things consumers could do with this money
  97. 97. Bryan Cassady Guest Professor, Bryan@fast-bridge.com Example
  98. 98. Bryan Cassady Guest Professor, Bryan@fast-bridge.com Linked to
  99. 99. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  100. 100. Bryan Cassady Guest Professor, Bryan@fast-bridge.com Invites Sensitivity Targets 150,000 % that participate 1 4.0% 0.04 T0 T+1 T+2 Starting participants [Part] 6,000 [Part 2] 3,750 2,344 Viral impact Passive views 50 50 50 Participation 1 0.5% 0.5% 0.5% 0.5% New Participants [A] 0.25 0.25 0.25 Invites 5.0 5 5 5 Participation 1 7.5% 7.5% 7.5% 7.5% New Participants [B] 0.38 0.38 0.38 Sub-total [A] + [B] 0.63 0.63 0.63 Viral Participants [Part] * [A + B] 3,750 2,344 1,465 Total Participants 9,750 12,094 13,559
  101. 101. Bryan Cassady Guest Professor, Bryan@fast-bridge.com Invites Sensitivity Targets 150,000 % that participate 1 4.0% 0.04 T0 T+1 T+2 T+3 T+4 T+5 T+6 T+7 T+8 T+9 T+10 Starting participants 6,000 3,750 2,344 1,465 916 572 358 224 140 87 55 Viral impact Passive views 50 50 50 50 50 50 50 50 50 50 50 Participation 1 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% New Participants 0.25 0.25 0.25 0.25 0.25 0.25 0.25 0.25 0.25 0.25 0.25 Invites 5.0 5 5 5 5 5 5 5 5 5 5 5 Participation 1 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% New Participants 0.38 0.38 0.38 0.38 0.38 0.38 0.38 0.38 0.38 0.38 0.38 Sub-total 0.63 0.63 0.63 0.63 0.63 0.63 0.63 0.63 0.63 0.63 0.63 Viral Participants 3,750 2,344 1,465 916 572 358 224 140 87 55 34 Total Participants 9,750 12,094 13,559 14,474 15,046 15,404 15,627 15,767 15,854 15,909 15,943 Participation Rates vs. Target 15,943 0.5 0.6 0.7 0.8 0.9 1 1.1 1.2 1.3 1.4 1.5 Num of Invites 1 3,582 4,472 5,437 6,486 7,633 8,889 10,272 11,803 13,506 15,412 17,558 2 3,750 4,737 5,833 7,059 8,437 10,000 11,785 13,844 16,244 19,073 22,451 3 3,934 5,035 6,292 7,742 9,432 11,427 13,816 16,724 20,329 24,887 30,769 4 4,138 5,373 6,829 8,571 10,691 13,323 16,669 21,032 26,880 34,935 46,316 5 4,364 5,760 7,466 9,598 12,330 15,943 20,885 27,888 38,157 53,665 77,623 6 4,615 6,207 8,234 10,899 14,538 19,723 27,449 39,447 58,719 90,419 143,254 7 4,898 6,728 9,174 12,591 17,615 25,415 38,153 59,802 97,559 164,214 281,984 8 5,217 7,345 10,350 14,853 22,056 34,310 56,210 96,567 171,894 312,314 571,266 9 5,581 8,083 11,850 17,964 28,666 48,610 87,286 163,535 313,601 604,949 1,159,180 10 5,999 8,980 13,806 22,351 38,749 72,000 141,136 284,980 579,750 1,169,572 2,317,434 11 6,483 10,088 16,410 28,674 54,385 110,542 234,166 502,416 1,069,255 2,229,450 4,526,114 12 7,050 11,478 19,943 37,940 78,851 174,010 393,295 884,906 1,948,433 4,163,186 8,604,935 13 7,720 13,247 24,815 51,668 117,225 277,843 661,674 1,544,387 3,489,185 7,594,014 15,910,823 14 8,523 15,534 31,618 72,124 177,249 445,962 1,106,948 2,657,932 6,124,704 13,520,513 28,627,969 15 9,493 18,526 41,201 102,645 270,537 714,722 1,832,965 4,499,442 10,529,028 23,503,828 50,184,287
  102. 102. Bryan Cassady Guest Professor, Bryan@fast-bridge.com Invites Sensitivity Targets 150,000 % that participate 1 4.0% 0.04 T0 T+1 T+2 T+3 T+4 T+5 T+6 T+7 T+8 T+9 T+10 Starting participants 6,000 3,750 2,344 1,465 916 572 358 224 140 87 55 Viral impact Passive views 50 50 50 50 50 50 50 50 50 50 50 Participation 1 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% New Participants 0.25 0.25 0.25 0.25 0.25 0.25 0.25 0.25 0.25 0.25 0.25 Invites 5.0 5 5 5 5 5 5 5 5 5 5 5 Participation 1 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% 7.5% New Participants 0.38 0.38 0.38 0.38 0.38 0.38 0.38 0.38 0.38 0.38 0.38 Sub-total 0.63 0.63 0.63 0.63 0.63 0.63 0.63 0.63 0.63 0.63 0.63 Viral Participants 3,750 2,344 1,465 916 572 358 224 140 87 55 34 Total Participants 9,750 12,094 13,559 14,474 15,046 15,404 15,627 15,767 15,854 15,909 15,943 Participation Rates vs. Target 14,544 0.5 0.6 0.7 0.8 0.9 1 1.1 1.2 1.3 1.4 1.5 Num of Invites 1 3,699 4,606 5,570 6,589 7,664 8,795 9,982 11,225 12,524 13,879 15,289 2 3,952 4,970 6,065 7,236 8,484 9,807 11,206 12,682 14,234 15,862 17,566 3 4,262 5,417 6,673 8,030 9,488 11,047 12,707 14,468 16,330 18,292 20,356 4 4,648 5,973 7,430 9,018 10,739 12,591 14,575 16,691 18,939 21,318 23,830 5 5,136 6,676 8,387 10,268 12,321 14,544 16,939 19,504 22,240 25,147 28,225 6 5,765 7,582 9,619 11,878 14,359 17,060 19,983 23,126 26,491 30,077 33,885 7 6,590 8,769 11,236 13,989 17,030 20,359 23,974 27,876 32,066 36,543 41,307 8 7,691 10,355 13,394 16,808 20,598 24,763 29,303 34,218 39,509 45,175 51,216 9 9,186 12,508 16,325 20,637 25,443 30,745 36,541 42,832 49,618 56,899 64,675 10 11,249 15,479 20,369 25,919 32,128 38,998 46,527 54,717 63,566 73,076 83,245 11 14,134 19,633 26,023 33,303 41,475 50,536 60,489 71,333 83,067 95,691 109,207 12 18,209 25,502 34,011 43,736 54,679 66,838 80,214 94,807 110,616 127,642 145,885 13 24,010 33,855 45,380 58,586 73,473 90,041 108,289 128,219 149,829 173,120 198,092 14 32,304 45,798 61,636 79,818 100,345 123,216 148,431 175,991 205,895 238,143 272,736 15 44,184 62,905 84,920 110,231 138,836 170,735 205,930 244,419 286,203 331,281 379,654
  103. 103. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
  104. 104. pr-squared.com get template for free!

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