My take on what "viral" is and isn't

1. Viral marketing is dead. Long live viral marketing.

4. A point of view on measurement and analytics

6. A simple philosophy… Any marketing dollar spent that does not make you money or make you smarter is a wasted marketing dollar. Kirk Cheyfitz, CEO, Story Worldwide

8. Moving consumers past inflection points Defectors Members New Users Trial Users Observers Size of Audience Customer Lifecycle Loyalty Usage Purchase Trial Consideration Awareness Purchase Ownership Pre-Purchase “ It’s not just what people do, it’s what people do next” Inflection points Stop Go Stop Go Stop Go Stop Go

11. Strategic measures track conversion The reasons why drive learning goals Defectors Members New Users Trial Users Observers Size of Audience Customer Lifecycle Loyalty Usage Purchase Trial Consideration Awareness Purchase Ownership Pre-Purchase % % % % % % % % % % Inflection points Stop Go Stop Go Stop Go Stop Go “ It’s not just what people do, it’s what people do next” Are consumers moving down the decision-making process?

12. Diagnostic measures track size of audience What is happening with the technology? % Size of Audience Customer Lifecycle % % % % % % % % % % Inflection points Stop Go Stop Go Stop Go Stop Go Is the experience working properly?

13. Overall s uccess is measured in the increments Size of Audience Customer Lifecycle Loyalty Usage Purchase Trial Consideration Awareness Purchase Ownership Pre-Purchase

14. Ultimately, let’s turn data into customers “ Consumers” Insights Individual Real Are consumers moving down the decision-making process? Who buys our products and why? Size of Audience Customer Lifecycle % % % % % % % % % % Inflection points Stop Go Stop Go Stop Go Stop Go The reasons why drive learning goals Content / Experiences Content / Experiences Content / Experiences Content / Experiences Content / Experiences Content / Experiences Data dB Data Data Data Data Data “ Eye Balls” Data Aggregate Virtual

15. The “who” starts everything None of this really matters if we don’t know —or at least have a hypothesis about—our consumers. David Levy, Story Worldwide

17. Customer Lifecycle Engage each segment at a relevant moment… Acquire new names Yes IDENTIFY Loyalty Usage Purchase Trial Consideration Awareness Purchase Ownership Pre-Purchase New Name Dabblers Buyers Drive the next purchase Customer for life IDENTIFY as Buyer Validate: in or out? Drive trial No

18. Customer Lifecycle … with content and experiences designed to reach that particular goal Acquire new names Yes IDENTIFY Coupons and offers, then migrate to newsletter Newsletter with content, features, coupons and offers Identify, then migrate to newsletter Identify, then migrate to newsletter Loyalty Usage Purchase Trial Consideration Awareness Purchase Ownership Pre-Purchase New Name Dabblers Buyers Drive the next purchase Customer for life IDENTIFY as Buyer Validate: in or out? Drive trial No

20. Long live viral marketing.

21. Some famous examples

22. Some not so famous examples –Week of 7/30/07 The consumer decides what is viral…not us. http://www.viralvideo.com Top 10 Viral Videos, From Wendy Boswell 1. The Backstreet Boys - "I Want It That Way" - Two Chinese Students and a Dream 2. All Your Base Are Belong To Us 3. Numa Numa Dance 4. Star Wars Kid-Original Star Wars Kid and Star Wars Kid Remixes 5. Demolition of the Seattle Kingdome 6. Whale Blows Up Video-aka Explosives and Mammals Don't Mix 7. "Apache Boy" - Big Hair, Big Dance Numbers, Big Cheese Factor 8. How To Dance Like A White Guy 9. "It's A Big Ad-Such A Big Ad"-Carlton Draught's Big Ad 10. Fifth Grade Devo-Whip It! Whip It Good!

23. Some not so famous examples –Week of 8/2/2007 The consumer decides what is viral…not us. http://www.viralvideo.com

30. Explosion in un-paid media and awareness Size of Audience Customer Lifecycle Increases in up-paid media can impact results further down the decision making process Loyalty Usage Purchase Trial Consideration Awareness Purchase Ownership Pre-Purchase

34. Viral marketing is dead.

36. Why start with a small seed….

37. … when you can start with a big one? Source: “Viral marketing for the real world,” Harvard Business Review

38. Reproduction rates describe movement R>1 R<1 R=1

39. A slightly more complicated model $0.19 52631.56 2631.56 0.31 6.25 125 2500 0.05 $0.20 50,000 $10,000 $9.50 1052.63 52.63 0.01 0.13 2.5 50 0.05 $10.00 1000 $10,000 $51.61 193.75 93.75 6.25 12.5 25 50 0.5 $100.00 100 $10,000 $20.00 5 4 1 1 1 1 1 $100.00 1 $100 $3.23 31 30 16 8 4 2 2 $100.00 1 $100 New CPI Total impressions Incremental impressions T=4 T=3 T=2 T=1 R Initial CPI Initial seed Investment [Additional impressions per time period = T]

42. This is your target audience…and your dB

45. Please, give me your feedback *May be used on a future podcast David Levy, VP Data Marketing Story Worldwide (203) 803-4791 [email_address] Audio comment line*: (206) 350-3473 http://thethingis.typepad.com