Viral Marketing Mechanics - February 2012

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Jesper Åström

Description of the five principles that govern why something becomes viral or not in the digital space.

Business News & Politics

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

What do I do
I create tools that make digital
marketing as easy as clicking the
next button...

Viral target groups

“Forget about demographics, think
about personalities”

Viral target groups

Worker Commentator Audience

Step 1

1. Why to join
2. What to gain
3. How to join

Step 2

1. 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

Example
1. Join and get a free e-book
2. 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

Creativity
Conformity
Challenge
Charisma
Cheating

Copy

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

Causes

Join and get...
Invite and increase the likelihood

View and Fan boost
How to Cheat Social Media

Viral marketing: The mechanic defined

“Itis not a question of how to
enlarge your penis, but an
answer to how you enlarge
your friend list...”

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Viral Marketing Mechanics - February 2012

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

2. What do I do

3. What do I do I create tools that make digital marketing as easy as clicking the next button...

5. ...till.

6. The basics.

7. A viral is not...

8. It is not a virus bla

9. A lot of views on youtube...

10. Something that happens by chance...

11. A “share to” button...

12. A viral is...

13. A virus bla

14. A frame of mind...

15. A story...

16. ...that leads to sharing between users.

17. 1:1 transmission

18. Target Groups

19. Viral target groups “Forget about demographics, think about personalities”

20. The Worker

21. The commentator

22. Audience

23. Viral target groups

24. Viral target groups Worker Commentator Audience

25. One Viral chain of trade

26. Step 1 1. Why to join 2. What to gain 3. How to join

27. Step 2 1. 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

28. Example 1. Join and get a free e-book 2. 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

29. The 5C’s of viral marketing

30.

31. Creativity Conformity Challenge Charisma Cheating

32. Creativity

33. “the story behind the story”

34. “the story behind the story”

35. “the story behind the story”

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

37. Conformity

38. Conformity We belong together!

39.

40. Causes Join and get... Invite and increase the likelihood