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Marketingland.Com Digital Summit Session #Smx #Ms8 - Why “Going Viral” Means More Than Getting Pageviews Presentation By Sara Critchfield @Saracritchfield Of Upworthy Watch the video of this presentation here: http://marketingland.com/video-slideshow-going-viral-means-getting-pageviews-80139
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@saracritchfield #smx #ms8
Sara Critchfield II Editorial Director
WHY GOING VIRAL
MEANS MORE THAN
JUST GETTING PAGE
VIEWS
@saracritchfield #smx #ms8
STATE OF THE
8,000
YouTube Followers
43,000
Tumblr Followers
350,000Twitter Followers
5,600,000Facebook Fans
7
Twitter Followers
67
Facebook Fans
HAS BEEN CALLED “THE FASTEST
GROWING MEDIA SITE OF ALL TIME.”(BUSINESS INSIDER)
WE TAKE “VIRALITY” VERY
SERIOUSLY
Infected Person (she viewed!)
Spreads Virus (she shared!)
New Exposure (new views!)
Contracts Virus (another click!)
VIRALITY IS ABOUT MAKING
LOTS OF PEOPLE SICK (KINDA)
*VIRAL ACTUALLY MEANS THAT
EACH SUCCESSIVE GENERATION
IS LARGER THAN THE LAST
GENERATION.
VIRALITY* RATIO =views next
generationviews this
generation
*VIRAL ACTUALLY MEANS THAT
EACH SUCCESSIVE GENERATION
IS LARGER THAN THE LAST
GENERATION.
*VIRAL ACTUALLY MEANS THAT
EACH SUCCESSIVE GENERATION
IS LARGER THAN THE LAST
GENERATION.#NOTVIRAL
*VIRAL ACTUALLY MEANS THAT
EACH SUCCESSIVE GENERATION
IS LARGER THAN THE LAST
GENERATION.
*VIRAL ACTUALLY MEANS THAT
EACH SUCCESSIVE GENERATION
IS LARGER THAN THE LAST
GENERATION.#VIRAL-ISH
HOW HARD CAN IT BE???
45% of our posts don’t break 25k views.
42% of our posts have reached 50k views.
28% have reached 100k views.
13% have reached 250k views.
6.9% have reached 500k views.
3.4% have broken 1,000,000 views.
1.3% have broken 2,500,000 views.
and 35 posts have broken 5,000,000 views.
(0.3% for those playing the home game)
Tell me
more about
how easy this
is.
Contraction Rate = Clickability
Transmission Rate = Shareability
Size of Exposed Population = Spread
clickability X shareability X
spread
= VIRALITY
FOR EACH INFECTED PERSON, HOW
MANY NEW PEOPLE WILL SHE INFECT?
WHY DO PEOPLE CLICK?
CLICKABILITY =# of
clicks# of
impressions
WHY DO PEOPLE SHARE?
SHAREABILITY =# of
shares# of
views
That milk was
AMAAAAZING!
SPREAD DEPENDS ON SHARE
METHOD
SPREAD =# of
impressions# of
shares
One
impression
?
50? 100?
1000?
impressions
100? 500?
impression
s
WHAT DOES VIRAL MEAN?
VIRAL DOES NOT MEAN LOTS OF PEOPLE SEE
SOMETHING.
VIRAL MEANS EACH PERSON THAT VIEWS THE
CONTENT SUCCESSFULLY RECRUITS MORE THAN ONE
VIEWER.
VIRALITY RATIO > 1
SAMPLE VIRAL CHAIN
1,000 initial viewers
10% share rate
100 FB impressions per share
4% click rate
400 next generation views
= NOT VIRAL
Get some
better content
SAMPLE VIRAL CHAIN
1,000 initial viewers
20% share rate
100 FB impressions per share
4% click rate
800 next generation views
= STILL NOT VIRAL
Way better
content
SAMPLE VIRAL CHAIN
1,000 initial viewers
20% share rate
100 FB impressions per share
4% click rate
800 next generation views
= STILL NOT VIRAL
Get better
packaging
SAMPLE VIRAL CHAIN
1,000 initial viewers
20% share rate
100 FB impressions per share
5.25% click rate
1050 next generation views
= YOU’RE VIRAL!!!!
Way better
packaging
POINT: EVERY OPTIMIZATION HELPS
clickability X shareability X
spread
THE FIRST GENERATION SIZE
DOESN’T TELL US WHAT’S VIRAL.
VIRALITY* RATIO =views next
generation
views this
generation
This matters a
lot…
…but not for virality.
Gen 1 = 1
Gen 2 = 2
Gen 3 = 4
Gen 4 = 8
VIRALITY RATIO = 2
…in the end, the whole world would see it.
Gen 1 = 50,000
Gen 2 = 25,000
Gen 3 = 12,500
Gen 4 = 6,250
VIRALITY RATIO = .5
….in the end only 100,000 people would see it.
TO REVIEW…
• Most people don't know what the hell virality is or how to
measure it - but now YOU do!
• Virality does NOT equal lots of page views. The virality
coefficient must be higher than one to indicate viral
content.
• Start measuring clickability, shareability and spread
separately to understand success.• Optimize your clickable packages to
get people in the door.
• Look at G2 views to judge great v.
average content for sharing.
• Work harder on controlling spread (aka
audience building).
AND REMEMBER….
@saracritchfield #smx #ms8
STAY CLASSY, SMX.