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.

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  • 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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