Viral Marketing Mechanics
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Viral Marketing Mechanics A Case Study Alec Saunders March 31, 2007
What is viral marketing? • any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence • Not to be confused with network effects
Why?
User uptake
Draper Fisher Jurvetson
User uptake
Year 1 Year 2 Year 3 Year 4
LinkedIn 1,000,000 3,300,000 6,700,000
Plaxo 800,000 4,000,000 8,000,000 15,000,000
Ta (pro
2 9 20
Good viral candidates 1. 2. 3. 4. 5. 6.
Give away products or services Provide for effortless transfer to others Scale easily from small to very large Exploit common motivations and behaviors Utilize existing communication networks Take advantage of others' resources
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
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
iotum Business Strategy Voice Network Equipment Manufacturers Carriers, Portals
1. Spread Talk-Now service virally 2. Up-sell new presence enabled services
Web Targets Handsets, Portals PC’s, PDA’s Social Networks
3. Distribute Presence/Context Information
etc.
Capture End Users Call Path
Centralize Relationship & Presence Information
iotum Open Call Path SDK
iotum Relevance Engine
Embed Context Sensors
Indexing Sensor Network
etc.
Iotum Talk-Now Preview • Tech Preview launched in January • Blackberry only • Objectives: • User feedback • Test viral model
Metrics 1000
14 12
800 10
700 600
8
500 6
400
300
4
200
Total Users
2
Invitations sent
100
Invitation Rate
0
0 1/1
1/8
1/15
1/22
1/29
2/5
2/12
2/19
2/26
3/5
3/12
3/19
Invitation Rate
Cumulative Talk-Now Users
900
Characteristics Scorecard Characteristic Gives products or services Effortless transfer Scales easily Exploits common motivations Uses existing networks Takes advantage of others resources
C 25% C C C D
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
Thank You! And a Shameless Plug • Get iotum Talk-Now at http://www.iotum.com/blackberry
What is viral marketing? • any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence • Not to be confused with network effects
Why?
User uptake
Draper Fisher Jurvetson
User uptake
Year 1 Year 2 Year 3 Year 4
LinkedIn 1,000,000 3,300,000 6,700,000
Plaxo 800,000 4,000,000 8,000,000 15,000,000
Ta (pro
2 9 20
Good viral candidates 1. 2. 3. 4. 5. 6.
Give away products or services Provide for effortless transfer to others Scale easily from small to very large Exploit common motivations and behaviors Utilize existing communication networks Take advantage of others' resources
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
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
iotum Business Strategy Voice Network Equipment Manufacturers Carriers, Portals
1. Spread Talk-Now service virally 2. Up-sell new presence enabled services
Web Targets Handsets, Portals PC’s, PDA’s Social Networks
3. Distribute Presence/Context Information
etc.
Capture End Users Call Path
Centralize Relationship & Presence Information
iotum Open Call Path SDK
iotum Relevance Engine
Embed Context Sensors
Indexing Sensor Network
etc.
Iotum Talk-Now Preview • Tech Preview launched in January • Blackberry only • Objectives: • User feedback • Test viral model
Metrics 1000
14 12
800 10
700 600
8
500 6
400
300
4
200
Total Users
2
Invitations sent
100
Invitation Rate
0
0 1/1
1/8
1/15
1/22
1/29
2/5
2/12
2/19
2/26
3/5
3/12
3/19
Invitation Rate
Cumulative Talk-Now Users
900
Characteristics Scorecard Characteristic Gives products or services Effortless transfer Scales easily Exploits common motivations Uses existing networks Takes advantage of others resources
C 25% C C C D
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
Thank You! And a Shameless Plug • Get iotum Talk-Now at http://www.iotum.com/blackberry
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