A presentation held at eMetrics Stockholm on September 28th in 2010 about how to analyze viral marketing.

1. How to analyze
viral campaigns
jesperastrom.com
Digital Director @ Honesty

2. From Hockey stick to Long tail...

3. The web consist of three things
People - Content - Links
Producers Assets Value
a fourth thing is data, but we’re not there yet

4. Are we really measuring the
right thing when wanting to
know if something has gone
viral?

5. Visitors Likes
Mentions
Views Ratings
Retweets

6. Cool!!

7. Why is this important to
know?

8. 1. The web is small
• The social web is closed in networks
• In order to go viral you have to break
through from one network to another
• Important to know when you create your
viral KPIs - is this campaign dying or is it
viral?

9. 2. The web is deceiving
• There are a lot of cheaters out there
• If you don’t know how they have done their
campaigns you might follow with poor
results

10. 3. The web is a liquid
• You cannot turn the web upside down
• You have to blend in order to stay
• But you cannot be the same as everyone
else as you will not get noticed
• How do you measure if you are being
noticed or not?

11. What is a Viral?

12. Is it a virus?
bla

13. 1:1 transmission
K-factor

14. 1:1 transmission

15. Money Question
How can you make money using viral campaigns?

16. We want people who
Where can we find our
want our products to Buyer buyers?
come to our websites!
All people come to your
What do we need to do
website through a link or Link to get links?
through type-in!
But you get more than What do we need to do
buyers to your website to get traffic from those
that amount to your Traffic
links?
traffic!
You want to convert at
What do we need to do
much of that traffic into Conversion to convert that traffic?
buyers!
What do we need to do What do we need to do
get as much money out of Money get as much money out of
that conversion rate? that conversion rate?

17. Get the word out there
How can you make money using viral campaigns?

18. Creativity
Conformity
Charisma 5 C’s
Challenge of Viral marketing
Cheating

19. Creativity

20. Conformity
We belong together!

21. Charisma
I want to be like you!

22. Challenge

23. Cheating?

24. Conversion
How can you make money using viral campaigns?

25. How to use virals for
conversion?
• Get users to remove obstacles for other
users
• Get users to provide incentives or
persuade other users
• Both of which can be measured as a
variable when looking at conversion rate

26. Removing obstacles
Invite all of your friends
get 30 FREE trial. If 4 of
them join you all receive...
Connect with Facebook
to invite.

27. Persuasion to Buy

28. But to answer the
initial question!
Are we measuring the right thing?

29. The web is small
How to measure virality in a world full of closed
networks?

30. 1. Look at the graph
Yes No

31. 2. Co-Citation

32. Examples of KPIs
• Goal: Reach out with news or message
• K-factor
• Inquiries to customer service/press
• Time to respond
• Source distance - @username

33. The web is deceiving
How can we find out who is really successful?

34. 1. Traffic spoofers

35. 2.View count inflators

36. Examples of KPIs
• Goal: Find good benchmark
• K-factor
• Inbound links for their domains over time
• Embeds over time/Mentions over time
• ... with focus on the viral objects time of
entry/publication

37. The web is a liquid
How do we measure if we’re blending?

38. 1. Backlink reports

39. 2. Competitor analysis/Share of voice

40. Examples of KPIs
• Goal: Gain market share
• Share of voice over time
• Back links over time

41. How to analyze
viral campaigns
jesperastrom.com
Digital Director @ Honesty
Presentations on Slideshare
http://slideshare.net/jesper.astrom