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Viral Marketing

Viral Marketing. Marshall Burns www.Marshall–Burns.com November 2002. What is Viral?. Exponential Growth by Spreading the Word Message | Carrier | Target | Environment Active vs. Passive Transmission Cost: None / Indirect / Direct. What is Viral?. Chain Reaction. What is Viral?.

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Viral Marketing

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  1. Viral Marketing Marshall Burns www.Marshall–Burns.com November 2002

  2. What is Viral? • Exponential Growth by Spreading the Word • Message | Carrier | Target | Environment • Active vs. Passive Transmission • Cost: None / Indirect / Direct Viral Marketing www.Marshall–Burns.com November 2002

  3. What is Viral? Chain Reaction Viral Marketing www.Marshall–Burns.com November 2002

  4. What is Viral? Spread the Word Viral Marketing www.Marshall–Burns.com November 2002

  5. What is Viral? Carriers • Satisfied customer • Wanna-be customer • Maven • Journalist (reviewer) • Bootlegger I’ve got this! I’m gonna get this, … You should get this! I’ve tried this and … I stole this! Viral Marketing www.Marshall–Burns.com November 2002

  6. What is Viral? Virality } • Message • Prolific • Carrier/Target • Connected • Transmissive • Message/Environment • “Sticky” • Message/Target • Relevant Spread — Motivate Viral Marketing www.Marshall–Burns.com November 2002

  7. What is Viral? Role of Carrier • Active transmission • Passive transmission Viral Marketing www.Marshall–Burns.com November 2002

  8. What is Viral? Cost • Free • Indirect • Direct Viral Marketing www.Marshall–Burns.com November 2002

  9. What is Viral? Growth Math • Geometric N = N0 + xqt V = $ (xqtv) • Exponential on new • Exponential on all N = N0 (1 + n)t/dV = $ N0 ( (1 + n)t/d – 1) * v Viral Marketing www.Marshall–Burns.com November 2002

  10. What is Viral? Growth Math n=0.03 xq =1,400 n=1.04 Viral Marketing www.Marshall–Burns.com November 2002

  11. What is Viral? Growth Math xq =0 nnew=0 nall=0 Viral Marketing www.Marshall–Burns.com November 2002

  12. Be good Listen Connect people Stand out Reach out Hum Amplify Being Viral Viral Marketing www.Marshall–Burns.com November 2002

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