The art and science of viral marketing · science-= sustainable viral growth modeling viral growth...
Transcript of The art and science of viral marketing · science-= sustainable viral growth modeling viral growth...
the old way !
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new customerspaid ads
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the new way 🌟
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happy customer💜
new customersnew customers
how does one group of customers leads to another group of customers?
tacticsconsumer behavior
metricsx x
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art
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science
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=sustainable viral growth
modeling viral growth .🔬
applying consumer behavior: why do people share?
the shed at dulwich 🍽
#18,149
menu comprised of moods 😯
controversial photos 😱
#1
“I realize what it is: the appointments, lack of address and general exclusivity of this place is so alluring that people can’t see sense. They’re looking at photos of the sole of my foot, drooling. Over the coming months, the Shed's phone rings incessantly.O
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“I realize what it is: the appointments, lack of address and general exclusivity of this place is so alluring that people can’t see sense. They’re looking at photos of the sole of my foot, drooling. Over the coming months, the Shed's phone rings incessantly.gamification
“I realize what it is: the appointments, lack of address and general exclusivity of this place is so alluring that people can’t see sense. They’re looking at photos of the sole of my foot, drooling. Over the coming months, the Shed's phone rings incessantly.exclusivity
“I realize what it is: the appointments, lack of address and general exclusivity of this place is so alluring that people can’t see sense. They’re looking at photos of the sole of my foot, drooling. Over the coming months, the Shed's phone rings incessantly.remarkable
ExclusivityGamification Remarkablex x
tactics: how to engineer virality through referral marketing
how we made sunscreen go viral 🦄
the milestone concept 🎯
analytics: forecasting and optimization
forecasting and optimization 🤓
forecasting and optimization 🤓
forecasting and optimization 🤓
6 lessons learned after studying 3,468 referral marketing campaigns
6 Have 4-5 Milestones to incentivize
people to push for more referrals
6 The 1st Milestone should be
easily achievable (1-3 referrals)
6 The last Milestone should be
difficult for people to get to it (eg. 50-200 referrals)
#1 milestone structure
#2 offline WOM counts for 80% of total WOM
#3 memorable referral codes for Instagram stories
#4 showing off people amplifies social currency
#5 80% of referrals come from up to 2 sharing channels
6 Twitter saw the highest
share/referral ratio: 46% of shares resulted in a referral.
As far as shares, Facebook was where the campaign took off. 25% of shares resulted in a referral, but it had 3X more total shares.
6 From total invites sent, 50%
were sharing a link on social media and 50% via email.
90% of conversions were coming from email.
Unicorn Snot #B2C Big SaaS CRM #B2sB
#6 engagement hooks leads up to 40% more shares