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Viral Marketing Mechanics - February 2012

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

Published in: Business, News & Politics

Viral Marketing Mechanics - February 2012

  1. 1. Viral Mechanics Jesper Åström@jesperastrom / jesperastrom.com Ideas worth keeping to yourself
  2. 2. What do I do
  3. 3. What do I doI create tools that make digitalmarketing as easy as clicking thenext button...
  4. 4. ...till.
  5. 5. The basics.
  6. 6. A viral is not...
  7. 7. It is not a virus bla
  8. 8. A lot of views onyoutube...
  9. 9. Something that happensby chance...
  10. 10. A “share to” button...
  11. 11. A viral is...
  12. 12. A virus bla
  13. 13. A frame of mind...
  14. 14. A story...
  15. 15. ...that leads to sharingbetween users.
  16. 16. 1:1 transmission
  17. 17. Target Groups
  18. 18. Viral target groups“Forget about demographics, thinkabout personalities”
  19. 19. The Worker
  20. 20. The commentator
  21. 21. Audience
  22. 22. Viral target groups
  23. 23. Viral target groups Worker Commentator Audience
  24. 24. One Viral chain oftrade
  25. 25. Step 11. Why to join2. What to gain3. How to join
  26. 26. 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
  27. 27. 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
  28. 28. The 5C’s of viral marketing
  29. 29. CreativityConformityChallengeCharismaCheating
  30. 30. Creativity
  31. 31. “the story behindthe story”
  32. 32. “the story behindthe story”
  33. 33. “the story behindthe story”
  34. 34. Copy• Two step rocket: “Join and get... Increase your chances by...”
  35. 35. Conformity
  36. 36. ConformityWe belong together!
  37. 37. CausesJoin and get...Invite and increase the likelihood
  38. 38. Den härkonferensen
  39. 39. Den härkonferensen
  40. 40. Den härkonferensen
  41. 41. Den härkonferensen
  42. 42. Den härkonferensen
  43. 43. Den härkonferensen
  44. 44. Den härkonferensen
  45. 45. Den härkonferensen
  46. 46. Den härkonferensen
  47. 47. Challenge
  48. 48. “the imposingcall to action”
  49. 49. “the social currency”
  50. 50. Charisma
  51. 51. CharismaI want to be like you!
  52. 52. Cheating
  53. 53. MalwareHow to Cheat Social Media
  54. 54. The traffic driver
  55. 55. Getting the right copy
  56. 56. The landing page
  57. 57. Hiding the share button
  58. 58. Purpose?
  59. 59. Purpose!
  60. 60. View and Fan boost How to Cheat Social Media
  61. 61. We all want to be in a toplist
  62. 62. Cheating!
  63. 63. Cheating?
  64. 64. Not Cheating!
  65. 65. Buy fans!
  66. 66. Digg
  67. 67. Effect
  68. 68. CY= -rx 1 + ae
  69. 69. Viral marketing: The mechanic defined“Itis not a question of how toenlarge your penis, but ananswer to how you enlargeyour friend list...”

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