Post on 31-May-2018
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Viral Marketing Mechanics
A Case Study
Alec Saunders
March 31, 2007
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What is viral marketing?
• any strategy that encourages individuals to
pass on a marketing message to others,
creating the potential for exponential growthin the message's exposure and influence
• Not to be confused with network effects
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Why?
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User uptake
Draper Fisher Jurvetson
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User uptake
Year 1 1,000,000 800,000
Year 2 3,300,000 4,000,000
Year 3 6,700,000 8,000,000
Year 4 15,000,000
LinkedIn Plaxo
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Good viral candidates
1. Give away products or services
2. Provide for effortless transfer to others
3. Scale easily from small to very large4. Exploit common motivations and behaviors
5. Utilize existing communication networks
6. Take advantage of others' resources
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Metrics to measure
• cumulative users = (1+fanout) ^ cycles
• Hotmail / ICQ fanout = 2/cycle
• cumulative users = [(1+fanout x conversion
rate) x retention rate] ^ frequency x time
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Iotum’s Talk-Now
• See
• At a glance who’s available to
talk
• Be Notified
• When people you need to speak
with become available
• Share• Your availability to speak with
others
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iotum Business Strategy
Indexing
Sensor
Network
iotum
Relevance
Engine
iotum
Open Call
Path SDK
Voice NetworkEquipment
Manufacturers
Carriers, Portals
etc.
Capture
End Users
Call Path
Embed
Context
Sensors
Centralize Relationship
& Presence Information
Web TargetsHandsets, Portals
PC’s, PDA’s
Social Networks
etc.
3. Distribute Presence/Context Information
1. Spread Talk-Now service virally
2. Up-sell new presence enabled services
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Iotum Talk-Now Preview
• Tech Preview launched in January
• Blackberry only
• Objectives:• User feedback
• Test viral model
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Metrics
0
2
4
6
8
10
12
14
0
100
200
300
400
500600
700
800
900
1000
1/1 1/8 1/15 1/22 1/29 2/5 2/12 2/19 2/26 3/5 3/12 3/19
I n v i t a t i o n R
a t e
C u m u l a t i v e T a l k - N
o w
U s e r s
Total Users
Invitations sent
Invitation Rate
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Characteristics Scorecard
Characteristic
Gives products or services C
Effortless transfer 25%Scales easily C
Exploits common motivations C
Uses existing networksC
Takes advantage of others resources D
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Conclusions
• Talk-Now appears to be viral
• Still don’t understand conversion rate
• Needs:• Expand beyond BlackBerry
• More ways for users to expose their presence
• Obvious next steps:• Web based version + another handset
• Spend marketing dollars
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Thank You!
And a Shameless Plug
• Get iotum Talk-Now athttp://www.iotum.com/blackberry