Introduction to Viral Marketing
This is an overview of the course purpose and will give you some ideas on what will come next in the course. It will introduce the viral process and give you a few tools on how to check for which content is actually viral, and which content isn’t.
Building a network
Many people ask me what makes a great viral campaign. My usual answer is “knowing a lot of influential people”. The two keywords are really knowing and influential. Although you might be a nerd in your field, it doesn’t mean that everyone likes what you like.
The first step is to figure out the size of your network, understanding their needs and desires, and then being able to use this understanding when you later try to activate the network by packaging your content in the right framework. The second week will take you through all of the concepts, methods and tools to use when you are sourcing for a local to a global launch.
Segmenting your network
This part of the course will covers such theory as Jobs to be done, Smallest acceptable truth and the ASK method.
Once you have started to gather your network details in terms of e-mail, URLs and phone numbers, then it is time to segment the people into different behavioral groups.
We have found that there are two major types of user positions and three types of behaviors that you have to tailor your content for in order to be able to activate them all in your campaign.
User positions: Opportunistic, conservative
User behaviors: Ones, Nines, Nineties
This part of the course helps you put the different users into different buckets and start preparing activation content for them.
Maximizing your reach
This week will go through the ideas such as “Through content”, 5C’s of viral marketing and Time to wow. This week will be rich of examples and I hope to curate some templates that you guys will be able to use when creating the different content types.
I am humbly aware that new types of content pop up every week, and so I will add new examples as I find them. Whenever I have updated a weeks content, I will notify you via e-mail with information on what kind of update has been made.
Bringing the traffic home
This week will go through the ideas such as “Conversion formula” and Sequential marketing principles that enable you to build funnels, collect pixels etc. that are needed in order to sqeeze the maximum value out of your campaign. I will try to add both resources for paid campaigns as well as for purely organic ones.
We will also cover the celebration phase and emotional build up you need to create in order to maintain momentum in your existing network. This helps tremendously when trying to convince big publishers to use your content.