Viral thinking - a viral marketing toolkit - get the expanded and updated version here: http://bit.ly/viralmarketingtoolkit

vi ral thinking
A new logic for a new media landscape
by kristofer mencák

Introduction
Introduction
Have you ever dreamt about creating something viral? ever
Have you ever dreamt about creating something viral? Have you Have
you ever tried to createspectacular viralspectacular viral you a
tried to create one of those one of those campaigns that win
campaigns thatyou make it? Cannes Lion? Did you make it?
Cannes Lion? Did win you a

I amnot going to to lie. I don’t think there’s a sure fire createtoviral
I am not going lie. I don’t think there’s a sure fire way to way a
create Lion winner. Not all companies Notbuild their business on build
Cannes a viral Cannes Lion winner. can all companies can the
their business on the kind of viral successes BlendTec has
kind of viral successes BlendTec has experienced. But I am an optimist. I
experienced. But I am an optimist. I do believe there are tools
do believe use to make you can use to make do think you can think
you can there are tools it more possible. I it more possible. I do
optimize for it. for it.
you can optimize

What’s more, in in the shift that is taking place, thelandscape is
What’s more,
the shift that is taking place, the media media
fragmented, and companies have to companies have to rules. by the
landscape is fragmented, and play by the consumer’s play With
consumer’s terms. With there, marketers have to fight for attention
the amount of content out the amount of content out there,
marketers have to fight for attention not only with other creating
not only with other companies, but also with a lot of consumers
companies, but also with a lot of consumers creating their own
their own content. There are more and more messages, more and more
content. There are more and more messages, more and more
information. So, consumers suffer from information overload, it is hard
information. Not only from companies, but also from other
consumers. So, consumers suffer from information overload, it
to get through, and it gets even harder every day. That’s why optimizing
is hard to becomes more and more important.
for spread get through, and it gets even harder every day.
That’s why optimizing for spread becomes more and more
viral or not – it’s a new way of thinking Today, whether
important.
the goal is to create something viral or not, marketers need
Today, whether the goal is to create something viral or not,
to understand a new way of thinking, a new way to work –
marketers need to understand a new way to work - and that is
and that is to participate and create content that is worthy of
to participate and create content that is worthy of
conversations. Something that breaks through the clutter.
conversations. Something that breaks through the clutter.
Content needs to involve and engage the consumers.

Even though this in inway is a “Viral Marketing Toolkit”, I believe the ideas
Even though this a a way is a “Viral Marketing Toolkit”, I
believe the ideas in it are important for any marketing effort,
in it are important for any marketing effort, whether online or offline.
whether online or offline. Creating conversations is
Creating conversations is fundamental for brands and businesses today.
fundamental for brands and businesses today. And using the
And using the tools in this toolkit will hopefully create better results for
tools in this toolkit will hopefully create better results for your
your campaign and therefore a higher ROI.
campaign and therefore a higher ROI.
So, let’s get to it. Check your current idea against the following tips. Try to
So, let’s get to it. Check your current idea against the following
improve it, or maybe even come up with something new. I will update this
tips. Try to improve it, or maybe even come up with something
text when I feel I have something to add. So, take a look at the download
new.
page to make sure you have the most recent version. Of course, I will also
post any additions on the blog, so if you subscribe, you won’t add.it.
I will update this text when I feel I have something to miss So,
take a look at the download page to make sure you have the
most recent version. Of course, I will also post any additions on
A little background
the blog, so if you subscribe, you won’t miss it.

A little background
what is viral? A lot of people want to create a viral campaign.
However, the fact that you or someone else is talking about creating a
What is viral?
viral campaign doesn’t mean that it really will be viral. It is something it
becomes,people want to create a viral campaign. However, it on.
A lot of if the content is good enough, and it is easy enough to pass the
fact that you or someone else is talking about creating a viral
To be truly viral, it has mean that it really will be viral. It is 1 (r > 1).
campaign doesn’t
to have a basic reproductive rate above
something it becomes, if the content is good enough, and it is
So, the term “viral” is something we can really only use after seeing
easy enough to pass it on. To be truly viral, it has to have a
numbers that increase exponentially.1 (Rwant to see a graph similar to the
basic reproductive rate above We > 1).
curvature of a skateboard ramp. Of course, over time the curve flattens
out and drops off, as the something we can really only use afterto
So, the term “viral” is people interested have already been exposed
seeing numbers that increase exponentially. We want to see a
it. Then the long tail effects take over. If the content is good, this effect can
represent a considerable number ofof a skateboard ramp. a quite large
graph similar to the curvature views over time, and also Of
course, over time the curve flattens out and drops off, as the
part of the total number of views.
people interested have already been exposed to it. Then the
long tail effects take over. If the content is good, this effect
can represent a considerable number of views over time, and
also a quite large part of the total number of views.

For marketing purposes, a time factor is alsois also relevant.r is above
marketing purposes, a time factor relevant. Even if Even if R
is above one, itbe as interesting as interesting for marketers if the
one, it might not might not be for marketers if the viral loop takes a
viral to complete. a year to complete.
year loop takes

What is viral marketing? a short definition would be in
what is viral marketing? Maybe
place? And I will definition would be Wikipedia. Viral marketing is...
Maybe a short borrow it straight from in place? And I will borrow
it straight from Wikipedia. Viral marketing is...
“Marketing techniques that use pre-existing social networks to produce
“Marketingin brand awareness or to achieve other marketing objectives to
increases techniques that use pre-existing social networks
produce increases in brand awareness or to achieveanalogous to
(such as product sales) through selfreplicating viral processes, other
marketing objectives (such as product sales)can be word-of-mouth
the spread of pathological and computer viruses. It through self-
replicating or enhanced by the network effects of theInternet.” of
delivered viral processes, analogous to the spread wikipedia
pathological and computer viruses. It can be word-of-mouth
Wait a second, what is that by the
delivered or enhanced r again? network effects of the Internet.”
“In epidemiology, the basic reproduction number (sometimes called
- wikipedia
basic reproductive rate or basic reproductive ratio) of an infection is
the mean number of secondary cases a typical single infected case will
Wait ain a population with no immunity to the disease in the absence of
cause
second, what is that R again?
“In interventions to control basic reproduction number (sometimes
epidemiology, the the infection.” wikipedia
called basic reproductive rate or basic reproductive ratio) of
anthe marketingthe mean how manyof secondary cases a typical
In infection is world, r is number people one single person
single infected case will causethe a population on average.
(infected by the message) will pass in message on to, with no
immunity to the disease in the absence of interventions to
control basic infection.” rate is affected by several factors including the
“The the reproductive
duration of infectivity of affected patients, the infectiousness of the
- wikipedia and the number of susceptible people in the population that the
organism,
affected patients are in contact with” wikipedia
In the marketing world, R is how many people one single
person (infected by the message) will pass the message on
to, on average.

So, there are different variables to play around withseveral factors
“The basic reproductive rate is affected by to make something
reach the threshold of 1. Here infectivity ofinterpretations:
including the duration of are my short affected patients, the
infectiousness of the organism, and the number of susceptible
Ipeople in the population that the affected patients are in
would interpret the duration of infectivity as how long someone
contact with”
actually remembers the content that we want to go viral and is able to
pass it on. The quality of the content affects this, as well as if we have
- wikipedia
created incentives to come back to the content. In a way, the strongest
content keeps us infected indefinitely. But, we need to know where to
So, there are different variables to play around with to make
find the content again to be able to pass1. on. are my short
something reach the threshold of it Here
interpretations:
The infectiousness of the organism would also have very much to do
with the quality of the content, the of infectivity as how long have
I would interpret the duration
appeal the content has. So, we
learnt that quality content seems to the content that we want to go
someone actually remembers be key in creating something that
mightand is able to pass it on. The quality of the content affects
viral have a chance to go viral.
this, as well as if we have created incentives to come back to
The number of In a way, the strongest content keeps us infected
the content. susceptible people in the population that the affected
patients are inBut, wewith would have something to dothe content
indefinitely. contact need to know where to find with the context
you chose to seed in. to brownieon. posted in a car forum might not
again to be able A pass it recipe
spread quite as much as the latest paparazzi pictures of a new Ferrari.
The infectiousness of the organism would also have very much
The car enthusiasts are simply not interested enough in a brownie recipe,
to do with the quality of the content, the appeal the content
even though they might enjoy eating a brownie once in a while. It’skey
has. So, we have learnt that quality content seems to be like
trying to lightsomething thatforest compared to a very dry one.viral.
in creating a fire in a damp might have a chance to go In the
dry one it is much more likely with a forest fire.
The number of susceptible people in the population that the
Also, some patients are in prone to passing things have something
affected people are more contact with would on. I am sure you
have some friends that send youchose little too often and some that
to do with the context you stuff a to seed in. A brownie recipe
never send you anything. Findingnot spread quite as much as the
posted in a car forum might environments where people who tend
latest paparazzi pictures of a new Ferrari. The car enthusiasts
to pass things on gather could prove vital for a campaign.
are simply not interested enough in a brownie recipe, even
though they might enjoy eating a brownie once in a while. It’s
like a very dry forest compared to a damp forest. In the dry
one it is much more likely with a forest fire.

why some share? I believe that word of mouth has evolutionary
Also, do wepeople are more prone to passing things on. I am
sure you have some human race benefited from telling family and
origins. Put simply, the friends that send you stuff a little too often
and some that neverbest roots and berries could be found, where the
friends about where the send you anything. Finding environments
where people who tend to pass things on gather could prove
year round waterhole was, or where the best hunting grounds were. In a
vital for a campaign.
way, something that goes viral can be seen as digital word of mouth. And
Why do we share? of the Internet, the power of it is manifold.
thanks to the network effects
Itbelieve that word of mouth has evolutionary origins. Put across
I can spread to in-numerous people in the blink of an eye, and all
the world. It human freed benefited from telling family and
simply, the has been race from time and space.
friends about where the best roots and berries could be found,
Today, the year round vital information about where to find
wherewe don’t only sharewaterhole was, or where the best
hunting grounds information way, something that goesaviral can
resources, but also were. In a that connects us to others. In world
be seen don’t have time toof mouth. And thanks to the network
where we as digital word keep up with all our “connections”, the act
effects of the Internet, the power of it is manifold. It can
of passing something on is a very easy way to reconnect. It is a way to
spread to in-numerous people in the blink of an eye, and all
show that they are present in our minds. from time and space.
across the world. It has been freed
It also boosts our ego. People are quite generous by nature. We like
Today, we don’t only share vital information about where to
to share. We like to be alsoone who make that connectsdiscover
find resources, but
the information others laugh or us to others.
something, or provide useful information. We like it because we know
In a world where we don’t have time to keep up with all our
“connections”, the act of passing something on is a very easy
that we will be connected with the positive feeling the content brings the
way to reconnect. It is a to be firstshow that – the one who knows,
receiver. And we often want way to to share it they are present in
ourone who comes with the newest or the one who has that precious
the minds.
invite to an attractive service or tool.
It also boosts our ego. People are quite generous by nature.
We like to share. We like to be the one who make others laugh
or discover something, or provide useful information. We like it
because we know that we will be connected with the positive
feeling the content brings the receiver. And we often want to
be first to share it - the one who knows, the one who come
with the newest or the one who has that precious invite to an
attractive service or tool.

the “deal” in viral marketing is an exchange between the consumer
The “deal”
and the business. The business starts by giving. The consumer gets a piece
The deal in viral marketing is an exchange between the
of remarkable content business. The business start by giving. The
consumer and the to share with friends and family. In return, the
business getsgets a piece ofthat is becoming increasingly hard to get – a
consumer something back remarkable content to share with
momentand family. In return, from business gets something back
friends of undivided attention the a consumer.
that is becoming increasingly hard to get - a moment of
undivided attention from a consumer.
the viral loop can be built up in more or less complicated ways. The
basic structure is:
The viral loop
Exposure > Interaction > Evaluation > Pass along
The viral loop can be built up in more or less complicated
ways. The basic structure is:
Then the loop repeats itself for a new receiver, and hopefully it becomes
viral. To achieve that, it is well worth the time to think about how that
Exposure à Interaction à Evaluation à Pass along
virality will be achieved. As we’ve seen, the basic reproductive number
(or rate) needs to be above 1 for the campaign to become viral. And, if
Then the loop repeats itself for a new receiver, and hopefully it
we simplify it a bit, the two variables weis well worth r from areto have
becomes viral. To achieve that, it can calculate the time (I think
chosen x and thatthis case):for virality will be achieved. As we’ve
about how y in hoped
seen, the basic reproductive number (or rate) needs to be
above 1 for the receivers of the campaign who pass And, if we simplify
x = The ratio of campaign to become viral. it on
it a bit, the two variables we can calculate R from are (I have
y = The average number of people someone who passes it on, sends it to The
chosen X and Y in this case):
first one, x, is between 0 and 1, representing 0 % and 100 % of receivers
respectively. The second, y, could be between 1 up to (theoretically) infinity.
X = The ratio of receivers of the campaign who pass it on
Y = The× y = r
So, x average number of people someone who passes it on,
sends it to
What does this tell us? Well, x × y needs to have a product above 1 to go
viral.first one, X,be,between 0 needs1, representing 0 % and 100 %
The Since x can is at most, 1, y and to be above 1. Some examples:
of receivers respectively. The second, Y, could be between 1
upIfto is 50 %, y needs toinfinity. than 2 to become viral (0,5 × 2 = 1)
x (theoretically) be more

If x is 25 %, y needs to be more than 4 to become viral (0,25 × 4 = 1)
So, X * Y = R
If x is 10 %, y needs to be more than 10 to become viral (0,1 × 10 = 1)
What does this tell us? Well, X * Y needs to have a product
above 1 to go viral. Since X can be, at most, 1, Y needs to be

So, when trying toexamples:
above 1. Some build in a viral loop, think about the two factors that
will affect the basic reproductive number, and try to do some reasonable
estimates to Y expectations.
If X is 50 %, setneeds to be more than 2 to become viral
(0,5*2=1)
If X is 25 %, Y needs to be more than 4 to become viral
Reasons for failure
(0,25*4=1)
If X is 10 %, Y needs to be more than 10 to become viral
(0,1*10=1)
Before starting off, let’s take a quick look at reasons why campaigns
generally fail, not necessarily in order of importance.
So, when trying to build in a viral loop, think about the two
factors that will affect the basic reproductiveCompetition fortry
first, there is just too much information out there. number, and
to do some reasonable estimates.
attention is tougher than ever, and the clutter is incredible. So, only the
most interesting material reaches an audience.
Reasons for failure
second, incentives are not take a quick look atproverbial ”carrot” is
Before starting off, let’s thought through. The why campaigns
missing or not attractive enough. For example,importance. where your
generally fail, not necessarily in order of a competition
own chances to win decrease when you invite others doesn’t incentivize
First, there is just too much information out there. Competition
pass-along.
for attention is tougher than ever, and the clutter is incredible.
third, businesses are often a bit too eager reaches in audience.
So, only the most interesting material to squeezeanjust a little more
branding, and this can make the material uninteresting for the consumer.
Second, incentives are not thought through. The proverbial
fourth, is missing or not is not right. It is not For example, a
”carrot” the technical set upattractive enough.easy enough to enjoy
competition where it on to others.
the material or to pass your own chances to win decrease when
you invite others doesn’t incentivize pass-along.
fifth, the demands on the user are too big – maybe too much
information required, like name, email and phone number. This just a
Third, businesses are often a bit too eager to squeeze in makes
little more branding, and it and pass it on.
the user hesitant to participate becomes quite uninteresting for the
consumer.
sixth, the content is too internal – it is only really funny or interesting
Fourth, the technical set up is not right. It is not easy enough to
to the agency and maybe the advertising world.
enjoy the material or to pass it on to others.

and seventh, it doesn’t catch user are tooquickly enough. It has to
Fifth, the demands on the the attention big - maybe too much
engage quickly. Sometimes within 5–10 seconds. phone number. This
information required, like name, email and
makes the user hesitant to participate and pass it on.
In all fairness, there is yet another reason campaigns might fail – when a
campaign really takesis too internalcapacity can’t handle all the traffic.
Sixth, the content off and server - it is only really funny or
interesting to the agency and advertising world.
Make sure the servers have enough capacity and are redundant.

And seventh, it doesn’t catch the attention quickly enough. It
Six areas to work with
has to engage quickly. Sometimes within 5-10 seconds.

IIn all fairness, there is yet another reason campaigns might fail
think there are six main areas to work with when trying to create
something campaign really takes off and server capacity can’t
- when a viral:
handle all the traffic. Make sure the servers have enough
capacity and are redundant.
1. The target
2. The content
Six areas to work with
3. The incentives
4. The barriers
I think there are six main areas to work with when trying to
5. The seeding
create something viral:
6. Tracking, evaluation & improvement
1. The target
2. The content
I have tried to sort my tips into these six areas even though some tips are
3. The incentives
tangential to, and could belong in, more than one of them. Using more
4. The barriers
of the tips in seeding
5. The each of these areas would hopefully produce even better
6.
results. Tracking, evaluation & improvement

1 targettried to sort my tips reach?theseveryareas even though
I have Who do you want to into It is six important to know who
you want toare tangential content. If you don’t know this, you than
some tips reach with your to, and could belong in, more don’t
knowof them. Using produce, you don’t in each what environments to
one what content to more of the tips know in of these areas
would hopefully produce even better results.
seed it and you probably have very slim chances of creating something
viral. But the content does not have to be 100 % adapted to the target.
1. Target
Who do you want to reach? It is very important to know who
you want to reach with your content. If you don’t know this,
you don’t know what content to produce, you don’t know in

Sometimes it can be a to seed to give it a probably have a very
what environments good idea it and youlittle broader appeal. Then
more people will create something viral.
slim chance to enjoy it and these people will know who to pass it on
to. In a way, content that is viral can become “intelligent”. It finds it’s
But the content does not have to be 100 %in the primary target
intended audience through the ones who are not adapted to the
target. Sometimes it can be athe content and instinctively know
group. Rather, these people watch good idea to give it a little
broader appeal. Then more people will enjoy it and these
who would like to watch it – pass it on to. In a – and passes it on to is
people will know who to the intended target way, content that
them.
viral can become “intelligent”. It finds it’s intended audience

2 through the ones who are not in the primary target group.
content If I ask you towatch theviral campaign, or ten viral know
Rather, these people mention a content and instinctively
campaigns, you will watch it - the intended target - great content.
who would like to give me examples of campaigns with and passes it
on to is no escaping it – for a campaign to go truly viral, amazing
There them.
content is key.
2. Content
So, what kind of content a viral campaign, or ten viral
If I ask you to mentionworks? What will make people want to
campaigns, you willmy experience, you can put one word on it –
pass something on? In give me examples of campaigns with
great content. There is no escaping it -about. You need a social
“remarkable” – something worth remarking for a campaign to go
truly viral, amazing content is key.
object that people can gather around. Something which people want to
tell others, something that sparks conversations, something to discuss.
So, what kind of content works? What will make people want
The content needs to buildIn my value, tie people closer together or
to pass something on? social experience, you can put one
maybe even tear them apart a - something worth remarking about.
word on it - “remarkable” little. It needs to create engagement and get
You need a social objectaction.people can gather around.
people involved so they take that
Something which people want to tell others, something that
sparks conversations, something to have a production budget
Even though some material that spreads discuss. The content needs
to build social value, tie people closer togetherto create
around zero dollars, execution is extremely important or maybe
even tear them apart a little. It needs to create engagement
something viral. Some campaigns benefit if they look like home made.
and get people involved so they take action.
Others, built on a different idea, need a lot more work.
Even though some material that spreads have a production
A lot of the viral content triggers execution this and won’t important
budget around zero dollars, depend on is extremely work if the
idea isn’t successfully carried out.
to create something viral. Some campaigns benefit if they look
like home made. Others, built on a different idea, need a lot
more work.

Without greatviral content triggersusually won’t spread. And if it
A lot of the content, the campaign depend on
doesn’t spread, there will not be any isn’t successfully carried out.
this and won’t work if the idea value created for the business behind
it. Here are some viral content triggers.
Without great content, the campaign usually won’t spread.
something funny
And if it doesn’t spread, there will not be any value created
We like funny stuff. We like it. Here areAnd theviral contentif we can
for the business behind to be funny. some easiest way is triggers.
Something funny
free-ride on something that is funny. So, if we get the chance, we pass it
on so that we are associated with that funniness just a little bit. Funny
We like funny stuff. We like to be funny. And the easiest way is
works,can free-ride love something that is funny. So, if we get the
if we because we all on a good laugh. It is one of the best ways to
connect with people.it on is pretty funny. associated with that
chance, we pass This so that we are
funniness just a little bit. Funny works, because we all love a
something spectacular the best ways to connect with people.
good laugh. It is one of
The best place funny. http://www.youtube.com/watch?
This is pretty to go to see something spectacular might be a circus.
v=S1ZZreXEqSY
You can almost count on seeing something that seems impossible to
Something spectacular
do. Maybe it is this “mystery” that appeals to us, a wow-feeling. And if
somethingplace to go to see somethingwant to talk about it, and a
The best “wows” us we want to share it, we spectacular might be
we want You can experience it. Insane street soccer can count as seems
circus. others to almost count on seeing something that pretty
spectacular, even though it is faked. “mystery” that appeals to us,
impossible to do. Maybe it is this
a wow-feeling. And if something “wows” us we want to share
something sexy about it, and we want others to experience
it, we want to talk
Well, sex sells. There’s no denying it. And believe it spectacular, even
it. Insane street soccer can count as pretty or not, it is primarily
though it is faked. http://www.youtube.com/watch?
men who are on the viewing end of this and women who are featured in
v=Jl39guVpofw
the content. But, cases of the contrary also exist.
Something sexy
Maybe it is something very ingrained in the male psyche, something
Well, sex sells. There’s no denying it. And believe it or not, it is
evolutionary, that makes men wantviewing end of this To be women
primarily men who are on the to see naked women. and very brief
and clear, our sex drive. the content. But, cases of the contrary
that are featured in
also exist.
I believe the sharing might actually often be smaller for something sexy
than for other viral triggers. Butingrained in the maleinteractions it
Maybe it is something very the amount of views or psyche,
something evolutionary, that makes men want to see naked
women. To be very brief and clear, our sex drive.

gets once the sharing might actually often be smaller still
I believeposted somewhere is higher, so the actual spread is for very
something sexy thanwords” could be triggers. But the amount of
high. Marina’s “Hot for for other viral an example of something that
views orsexiness to create gets once posted somewhere is higher,
plays on interactions it interest and spread.
so the actual spread is still very high. Marina’s “Hot for words”
could be an example of something that plays on sexiness to
something taboo
create interest andtaboo often teases us to pass it on. It is the
Yes, something that is spread. http://www.youtube.com/user/
hotforwords
forbidden fruit that we cannot taste. But, this trigger doesn’t work quite
Something that is funny or spectacular. The funnier, the more viral.
like something taboo
The something that is more often teases taboo, the more viral,
Yes, more spectacular, thetabooviral. The more us to pass it on. It is up
the point! If it isfruit that we cannot taste. your this trigger maybe
to a forbidden a bit taboo, you can send it to But, friends, but
doesn’t work quite like something that is funny or spectacular.
not to your mom and dad. If it is very taboo, you only send it to your
The funnier, the more viral. The more spectacular, the more
very closest friends. And ifthe more viral, upcan’t send it to anyone,
viral. The more taboo, it is too taboo, you to a point! If it is a bit
and there is no chance it it to your friends, but video that can your
taboo, you can send will be viral. Diesel did amaybe not toserve as
mom and of thisIf it is very taboo, you only send it to your very
an example dad. trigger quite well.
closest friends. And if it is too taboo, you can’t send it to
anyone, and there is no chance it will be viral. Diesel did a
a secret
video that can is in essence “scarce information” and we all know
Something secret illustrate this point quite well.
http://www.youtube.com/watch?v=lCIXGYx7PaE
what scarcity does to us. It tells us something has value. And if something
A secret like to pass it on. But, just as with the taboo trigger, if
has value, we
something is too secret, we can’t pass it on to information” and it is
Something secret is in essence “scarce everyone we know. Ifwe all
know what scarcitykeep it secret to keep us something has value.
too secret, we need to does to us. It tells the value, so we can’t pass it
And if somethingit willvalue, virallike to pass it on. But, just as
on. Too secret, and has not be we at all.
with the taboo trigger, if something is too secret, we can’t pass
it on to everyone we know.

If it is too secret, we need to keep it secret to keep the value,
so we can’t pass it on. Too secret, and it will not be viral at all.

something personal
Something personal If
there is something we like to hear it is our own name. And if something
If there is something we like to hear it is our own name. And if
is personal, targeted just totargeted just likeus, Withtend digital tools,
something is personal,
us, we tend to to it. we new to like it.
it is also very easy to createitpersonalized campaigns. The kind that wows
With new digital tools, is also very easy to create
us just a bit, even though it can be very easy towows us just a bit, even
personalized campaigns. The kind that integrate someone’s name
in a little flash movie. When we are integrate someone’s someone a
though it can be very easy to given the chance to give name in
little flash movie. When we are given the chance to give
else this experience, we like to do it. So, personal campaign material has
someone else this experience, we like to do it.
a good chance to spread if well done. This is a brilliant example from the
So, personal campaign material has a good chance to
marketing of TV series Dexter.
spread if well done. This is a brilliant example from the
a “revenge” TV series Dexter. http://www.icetruck.tv/
marketing of
Iindex.php?id=1f65bda5e79ca6955abebf7ab73bc821
don’t mean revenge in the traditional sense. It would not go viral, just
A “revenge”
back and forth between two persons. I mean if you are maybe “fooled” by
someone, realize your gullibility andthen get the chance to get back. But,
I don’t mean revenge in the traditional sense. It would not go
you get back on someone else. It wouldn’t work with the mean if you
viral, just back and forth between two persons. I one who fooled
you since they“fooled” by someone, realize your gullibility andat
are maybe are already aware of the prank. You need to “get back”
someone else, or several others. Somehow, fooling get back on
then get the chance to get back. But, you someone else makes
you get overelse. you got fooled yourself in theone place. fooled you
someone that It wouldn’t work with the first who It restores
since they are already aware of the prank. You need to “get
your selfat someoneyou got fooled, butothers. Somehow, fooling If
back” image. Sure, else, or several you also fooled some others.
you’re a guy,else makes youbit fooled by thisyou got fooled yourself
someone you might feel a get over that one!
in the first place. It restores your self image. Sure, you got
fooled, but you also fooled some others. If you’re a guy, you
might feel fooled by this one!
http://www.youtube.com/watch?v=LE6cH3TKr-g

something controversial
Something controversial
There are several themes that we see over and over again in content
There are several themes that we see over and over again in
that goes viral. Controversy Controversy isIf you of them. inyou can
content that goes viral.
is one of them. one can build If some
controversy, an controversy, an a “pro or con” or maybe something
build in some issue where there isissue where there is a “pro or
con” or maybe something that even breaksgood general spark
that even breaks the general consensus, you have a the chance to
consensus, you have a good chance to spark conversations
conversations and create something that goes viral. This example is no
and create something that goes viral. This is no doubt
doubt controversial to a lot of people!
controversial to a lot of people! http://www.youtube.com/
watch?v=qg1ckCkm8YI
a challenger
A challenger
The story about David and Goliath is a classic. We always root for the
underdog. about David and sympathizers there is a We always root
The story And when you have Goliath is a classic. good possibility
they will help you in And when and spread the message.
for the underdog. your struggleyou have sympathizers there is a
good possibility they will help you in your struggle and spread
a current event
the message.
Current events are great to tie your content to. It can be some event
A current event
taking place, a national holiday, or a topic that is on the agenda in the
Current events are great to tie your content to. It can be some
news. The upside is that it can give the content a necessary positive
event taking place, a national holiday, or a topic that is on the
momentum. the news. The upside is that it is what it is thecurrent
agenda in The downside is of course that it can give – a content
event. And with that the attention will The downside once the event
a necessary positive momentum. usually taper out is of course
that it is what it is - a current event. And with that the attention
is over. Taking advantage of current news events requires quick action,
will usually taper out once the event is over.
while calendar events might be easier to plan for. OfficeMax has made
the original http://www.elfyourself.com/ events to a yearlyquick
Taking advantage of current news success requires recurring
campaign.
action, while calendar events might be easier to plan for.
OfficeMax has made the original http://www.elfyourself.com/
success to a yearly recurring campaign.

a cause
A cause
Causes circulating on the Internet is something we have gotten used to.
Causes circulating on the Internet is something we have
Put simply, people Put simply, people want to be part of
gotten used to.
want to be part of something greater than themselves,
something that matters. It might be most relevant for organizations It
something greater than themselves, something that matters.
working formost relevant but businesses can also tap into this better
might be a better world, for organizations working for a in for
examplebut businesses can also tapAnimal Cruelty”examplelot of
world, CSR efforts. Causes like “Fight into this in for attracts a CSR
efforts. Causes like “Fight Animal Cruelty” attracts a lot of
people.
people. http://www.causes.com/causes/74
Uncertainty
uncertainty
This is pretty similar to using “something controversial” in the sense
This is pretty similar to using “something controversial” in the
that two different “camps” often appear,often appear, discussing the
sense that two different “camps” discussing the issue. But it feeds
on uncertainty about something. Is it true or not? Is it possible?true or
issue. But it feeds on uncertainty about something. Is it Can it
be done?itI possible?one is it be done? I think this onetheaffected
not? Is think this Can affected to a certain extent by is Zeigarnik
to a certain extent by the Zeigarnik effect. Following tradition
effect. Following tradition here, let’s grab the definition directly from
here, let’s grab it directly from wikipedia:
wikipedia:
“The Zeigarnik effect states that people remember
“The Zeigarnik effect states that people remember uncompleted or
uncompleted or interrupted tasks better than completed
interrupted tasks better than completed ones”
ones”
We like to come to some kind of closure. We don’t like unfinished
thoughts,to come to some kind of closure. We don’t like thought.
We like and something that is uncertain creates an unfinished
It is kind of a cliffhanger. Until we have solved itis uncertain our own
unfinished thoughts, and something that and come to creates
an unfinished thought. It is kind of a cliffhanger. Until we have
conclusion, we like to talk about it. And once two different camps appear,
solved it and come to our own conclusion, we like to talk
the discussion can rage twomonths. The Ronaldinho clip for Nike is a
about it. And once for different camps appear, the discussion
primerage for months. The Ronaldinho clip for Nike is a prime
can example.
example. http://www.youtube.com/watch?v=i_JS1YG8H2c

something new
Something new
It is always interesting to try new stuff, and being first with something
It is always interesting to try new stuff, and being first with
creates socialcreates social status. New things are oftenmakes it
something
status. New things are often scarce, and scarcity scarce,
attractive. Diamonds are attractive. Diamonds are are so expensive
and scarcity makes it beautiful, but the reason they beautiful, but
the reason they areSo, something thatthat they are scarce.seen
is that they are scarce. so expensive is is new, that hasn’t been
before, is often tried and often passed on. It is a quick way to let others
So, something that is new, that hasn’t been seen before, is
know that you are “in the know”, the “go to-guy“. Of course, something
often tried and often passed on. It is a quick way to let others
entirely newyou are “in the know”, the “go to”-guy.be honest,
know that might be a bit hard to come up with. But, to
getting the other triggers above right isn’t easy either. The good news is
Of course, something entirely newthere are other tools in your box!
that you can combine the triggers. And might be a bit hard to
comethis video first spread, before Youtube even existed, video on the
When up with. But, to be honest, getting the other triggers
above right isn’t easy either. The good news is that you can
Internet was rare.
combine the triggers. And there are other tools in your box!
When this video first spread, before Youtube even existed,
the unexpected
video on the Internet was rare. http://youtube.com/watch?
The unexpected is by definition a surprise. Surprise is often a positive
v=Ofrvn5nvggg
thing. Surprise is something we want to share. It breaks expectations and
The unexpected
puts a smile on your face, makes our jaws drop, or frightens the living
The unexpected The unexpected is an elementSurpriseof Internet
daylights out of us. is by definition a surprise. in a lot is often a
positive thing. Surprise is something we want to share. It breaks
memes, but most obvious maybe inon your face, makes our jaws
expectations and puts a smile the ones frightening us.
drop, or frightens the living daylights out of us.

The unexpected is an element in a lot of Internet memes, but
most obvious maybe in the ones frightening us.

3 incentives In addition to great content, there are several incentives you
3. Incentives
can play around with to make people pass your material on.
In addition to great content, there are several incentives you
network effects with to make people pass your material on.
can play around
If you can build in network effects in your campaign, built on incentives
Network effects
for the users or receivers, you can also create a campaign that goes viral.
And, if cansucceedin network effects in your campaign, built you
If you you build to combine great content with network effects, on
incentives for the users or receivers, you can also create a
might just have one of those spectacular campaigns everybody dream
campaign that goes viral. And, if you succeed to combine
about! In short, awith network effects, youthat makes doing or
great content network effect is something might just have one of
owningspectacular campaigns everybody dreamor other friends
those something more valuable the more other people about!
are using it. A classic example is the fax machine. If there is only one fax
and one user, there’s nothing you can do with it. Ifmakes doing or
In short, a network effect is something that there is another user
owning something more valuable the more other people or
and another fax, we can at least fax each other. If there are three, the
other friends are using it. A classic example is the fax machine.
utility doubles. The more people thatuser, there’s nothing you can
If there is only one fax and one have it and use it, the higher the
utility. If you can createanother user and another fax, we can at
do with it. If there is the same mechanics in your campaign, you’ve
got a shot at viral other. If there are three, the utility doubles. The
least fax each success.
more people that have it and use it, the higher the utility. If you
challenges & competitions (gamein your campaign, you’ve
can create the same mechanics mechanics)
If thereshot at viral we have learnt from applications such as Farmville
got a is something success.
and location based iPhone apps such as Gowalla and Foursquare, it’s
Challenges & Competitions (Game Mechanics)
that people like to compete. Feedback mechanisms such as points,
If there is something we have learnt from applications such as
badges, leader boards, and different levels can incentivize us to do
Farmville and location based iPhone apps such as Gowalla
thingsFoursquare, it’s that peoplealike to compete. Feedback
and we otherwise might not do. In way, you could say it is classical
conditioning. The rewards we getbadges, leader boards,teach us to
mechanisms such as points, for performing the action and
do it again.levels can incentivize us to do things we otherwise
different In viral marketing, game mechanics can form the rules and
might not do. In a way, you could say it is classical
incentives that encourage a receiver to pass content on.
conditioning. The rewards we get for performing the action
teach us to do it again. In viral marketing, game mechanics
can form the rules and incentives that encourage a receiver
to pass content on.

Stickiness Here I am not really referring to the stickiness of the message,
Stickiness
how long you remember it. But rather I am talking about how sticky the
Here I am not really referring to the stickiness of the message,
campaign material is. If you canBut rather I am talking about how
how long you remember it. create reasons to come back for more of
the campaign material, material is. If you can create also will to
sticky the campaignthere is a greater chance that users reasons want
come it on tofor moremore person. The chances for viral spread go up.
to pass back just one of the campaign material, there is a
greaterto stay longer orusers also willcould be to get more information
Reasons chance that to come back want to pass it on to just
one more person. The chances for viral spread go up. Reasons
or a campaign inor to come back couldget more points.
to stay longer several steps, or maybe to be to get more
information or a campaign in several steps, or maybe to get
So, cliffhangers and game mechanics can be a great help. An example of
more points.
something both sticky and viral is chatroulette.com. Whether you think
it’s interesting or horrible, there’s no denyingcansticky. You never know
So, cliffhangers and game mechanics it is be a great help. A
what awaits you if of click “Next” instead of closing viral the
recent exampleyousomething both sticky and downis browser
chatroulette.com. Whether you think it’s interesting or horrible,
or going to another site. Just one more click...
there’s no denying it is sticky. You never know what awaits you
4 barriers “Next” instead of closing down the browser or
if you click
goingit easy
make to another site. Just one more click...
First rule: Keep it simple. Don’t force someone who receives the
4. Barriers a wall to pass it on. Make it easy, in as few steps as
content to climb
possible. Don’t make them have to leave the computer to participate in
Make it easy
a competition. Can they receive their result without even clicking once,
First rule: Keep it simple. Don’t force someone who receives
or with just one click? Can you eliminate the need to fill in information
the content to climb a wall to pass it on. Make it easy, in as
entirely? Can they pass it Don’t make them have toand filling in an
few steps as possible. on with just one or two clicks leave the
computer to participate in a competition. Can they receive
email address or signing in to Facebook? The more you ask from them,
their result without even clicking once, or with just one click?
the less people will participate. The easier the more viral.
Can you eliminate the need to fill in information entirely? Can
they pass it on with just one or two clicks and filling in an email
address or signing in to Facebook? The more you ask from
them, the less people will participate. The easier the more viral.

shorter is better
Shorter is better
Short content is better than long content. This is of course because if
Short content is better than long content. This is of course
content is toocontent is too long,get to the end.not get to the end.
because if long, people will not people will If they don’t get to
the end,don’t get to the end, they will maybe not even see the
If they they will maybe not even see the brand connection and will
definitely not pass it on. But, of definitely not pass it on. But, afford
brand connection and will course, high quality content can of
to be a bithigh quality content can afford to be aone longer. The
course, longer. The most important thing is that the bit interacting
most important thing is that the one interacting doesn’t get
doesn’t get bored.first 5-10 seconds havehave to captivate theuser. A
bored. So, the So, the first 5–10 seconds to captivate the user. A
cliffhanger can do the trick.trick. Several cliffhangers throughout
cliffhanger can do the Several cliffhangers throughout the content
the content might sustain the audience longer.
might sustain the audience longer. For games, videos and applications,
load times are essential. They shouldn’t take long and shouldn’t interrupt
For games, videos and applications, load times are essential.
the user.
They shouldn’t take long and shouldn’t interrupt the user.
avoid a brand bonanza
Avoid a brand bonanza
Most companies are interested in brand awareness and liking. They
want to be both seenare interestedin viral marketing, which doesn’t
Most companies and liked. But, in brand awareness and liking.
rely on paid media like traditional advertising, thereviralvery fine line
They want to be both seen and liked. But, in is a marketing,
which doesn’t rely on paid media like traditional advertising,
between being totally ignored, being noticed as a brand, ora brand,
there is a very fine line between being noticed as maybe even
being liked. If even or beingtoo obvious, people will react and maybe
being liked the branding is totally ignored. If the branding is too
not pass it people will react and maybe not pass balanced with
obvious, on. So, the branding element often has to be it on. So, the
the quality of the content. Stronger content means it with the quality
branding element often has to be balanced can afford more
of the content. Stronger content means it can afford more
obvious branding.
obvious branding.
If the brand has a very strong connection with the content,and it is
integrated with the a very stronghave an evenstronger virality. The best
If the brand has story, it might connection with the content,
and it is integrated with the story, it might have an even
way is to show in actions whywaycompany should be liked instead of
stronger virality. The best
the is to demonstrate why the
telling in words.
company should be liked instead of telling why.
The stronger the connection between brand and content, the better
The stronger the connection between brand and content, the
people will remember what brand what brand was behind the
better people will remember was behind the content, and maybe
content, and maybe even refer to it with the brand name, just
as with “Dove Evolution”. If the brand in itself is remarkable,

even refer to it of a viral success multiply. This is because of If the
the chances with the brand name, just as with “Dove Evolution”.the
brand fans that provide a very loyalof a viral success multiply. This
brand in itself is remarkable, the chances base where you can start
the spread.the brand fans that provide a very loyal base where you can
is because of
start the spread.
Optimize for spread
optimize for spread
Formats
Formats – Use the smallest common denominator. If people need a
Use the smallest common denominator. If people need a plug-
plugin or special software to interact with your content, don’t expect it to
in or special software to interact with your content, don’t
go viral. Use formats that most peoplethat mostif possible, you can even
expect it to go viral. Use formats have, and people have, and if
possible, you can even provide several formats. When it is
provide several formats. When it comes to video, embeddable flash
comes to video, embeddable flash is probably the best option
probably the best option for now, but allowing download of a .wmv file
for now, but allowing download of a .wmv file can be an
can be an added benefit. Posting a video online in .mov is not the best
added benefit. Posting a video online in .mov is not the best
format, but helps when provided in addition toadvertising business
format. Even though most people in the flash. Even though most
people in it a lot of others can’t.
can see the advertising business can see .mov, a lot of others can’t.

For the future, html5 might make things even even easier, now,for
the future, html5 might make things easier, but for but stick
now, stick to flash. Anything that immediately accessible to the
primarily to flash. Anything that isn’t isn’t immediately accessible
to the normal user should be avoided. And not the possibility
normal user should be avoided. And not offering users offering users
the possibility to easily snatch the embed-code to post the
to easily snatch the embed-code to post the content on their own site or
content on their own site or blog is a big mistake.
blog is a big mistake.
The only exception is if thethe contenthave to offerto so spectacular
The only exception is if content you you have is offer is so
spectacular that it doesn’t matter if people need to download
that it doesn’t matter if people need to download and install new
and install new software - they will happily do it anyway. Then,
software – they will it ok. do it anyway. Then, and only then, is it ok.
and only then, is happily
Tools Services – What tools does your target audience use? Do they use
Tools & & Services
Twitter? Facebook? your target audience Do they read blogs? Internet
What tools does Youtube? StumbleUpon? use? Do they use
Twitter? Facebook?popular tools come and go. But, whatever they
is developing fast, and Youtube? StumbleUpon? Do they read
blogs? Internet isoffer them an easy way to popularcontent on in those
use, make sure you developing fast, and pass the tools come
and go.

channels. Of course, working deep links that are easy to copy are also
But, whatever they use, make sure you offer them an easy
required,pass the contentwants to mail channels. Of course,
way to if someone simply on in those it to their friends and family.
working deep links that are easy to copy are also required, if
These tools might spell the to mail it to their friends and family. or
someone simply wants difference between a campaign taking off
not – what makes thespell the difference between a threshold and
These tools might basic reproductive rate pass the 1.0 campaign
go viral. off or not it what makes the basicviral it becomes. rate
taking The easier - is to pass it on, the more reproductive
pass the 1.0 threshold and go viral. The easier it is to pass it on,
5 the more viral it becomes.
seeding What is the idea of quarantine? Well, it is to limit contact
with a contagious or poisonous agent. To not expose any more people
to it.Seeding seeding is the opposite of quarantine. You want to
5. The idea with
maximize contact with the viral agent. This means creating “satellites of
The idea behind seeding
content” in a lot of different places, where people can be exposed to it.
What is the idea of quarantine? Well, it is to limit contact with a
contagious or poisonous agent. To not expose any more
Without exposing anyone to the material, no one will ever get “infected”.
people to it.
So, it is key to expose people to it to start the spread and create a critical
volume. Once the right people and the right environments have been
The idea with seeding is the opposite of quarantine. You want
exposed, the spread will start to take care of itself. But only if the content
o maximize contact with the viral agent. This means creating
really has viral content” in a lot of different places, where
“satellites of potential.
people can be exposed to it.
context
How do you start a fire? Well, firsttheall you needno one will ever get
Without exposing anyone to
of material, some dry wood.
Without it, it will beis key to expose people to it the startit will dry
“infected”. So, it difficult. Once you have started to fire, the
up the rest of the wooda critical volume. Once the right people
spread and create and it will set that on fire too.
and the right environments have been exposed, the spread
will start to take care of itself. But only if the content really has
viral potential and it has reached the right environments.

Context
How do you start a fire? Well, first of all you need some dry
wood. Without it, it will be difficult. Once you have started the
fire, it will dry up the rest of the wood and it will set that on fire
too.

What does this mean for a campaign? Well, you should start
Whatdoes this mean for a viralviral campaign? Well, you should
start seeding the environments mostto your idea or campaign. The
seeding the environments most receptive receptive to your idea or
campaign. The environments with the “driest tinder”. This
environments with the “driest tinder”. This means not only the biggest
means not only the biggest video or entertainment sites. If the
video or entertainment sites. If the material is country specific, start
material is country specific, start with local sites. The more
with local sites. The more contextualOnce they have embraced it,
contextual they are the better. they are the better. Once they have
embraced it, it can start to other environments, to a to a more
it can start spreadingspreading to other environments,more
mainstream audience. And you can start spreading it on a broader
mainstream audience. And then then you can start spreading it on
a broader scale.
scale.

But, it is often important to to first reach mostmost interested and try
it often important first reach the the interested people
people them advocates for the idea. To increase of the idea. To
to make and try to make them advocates adoption, the content
increase adoption, the content needs to be relevant to the
needs to be relevant to the target audience, but you have probably already
target audience, but you have probably already figured that
figured that one out. Relevance and the context alsoalso result a a
one out. Relevance and the right right context result in in
higher quality on the views get.
higherquality on the views you you get.

A hub
a hub
As a general rule, spreading the content in a lot of locationslocations is
As a general rule, spreading the content in a lot of
is good. But,
depending on the content,on the content, it can to have a a good
good. But, depending it can also be a good idea also be hub for
idea to haveEither your own campaign.for example Youtube. This
the campaign. a hub for the site or using Either your own site or
using as the central location where users can find the content and other
works for example Youtube. This works as the central location
where users can find the content and other related material. If
related material. If it is your own site, videos should still be available on
it is your own site, videos should still be available on Youtube
Youtube though,that isthat is where most users go to search for videos.
though, since since where most users go to search for videos.
mainstream media
Mainstream media
Usually it is best to take advantage of the fact that people want to be
Usually it is best to take advantage of the fact that people
first with be latest. No the feels good about feels good about
want to the first with one latest. No one passing something on
that has also gotten full pages in newspapers, and is used in a banner
passing something on that has also gotten full pages in
newspapers, and is used in a banner bombardment.
bombardment.

If you have the budget and are thinking about using bought media, it
If you have the budget and are thinking about using bought
is usuallyit is usually better a bit later,out athe early adoptersthe early
media, better to roll it out to roll it once bit later, once have
embraced the material. And whenmaterial. focus on the most start,
adopters have adopted the you start, And when you relevant
focus on the most relevant environments. So, even a viral
environments. So, even a viral campaign should be planned with
campaign should be planned with different phases where
different phases where different media are used. Smaller, more
different media are used. Smaller, non-paid and non-paid and
more contextual sites the beginning andlarger, maybe paid and more
contextual sites in in the beginning and larger, maybe paid and
mainstream sites latersites later on.
more mainstream on.

Promote participation
promote participation
What ififyou already engaged a lot ofa lot of in your production? If they
What you already engaged people people in your
are proud to havethey are proud toalready been part of it, you for
production? If been part of it, you have have a lot of advocates
your material, and lot of advocatesto post it in their own networks or
already have a they will be happy for your material, and they
will be happy to post it in their networks or pass it on, to create
pass it on, to create an initial spread. Make sure to ask them if they want
an initial spread. Make sure to ask them if they want to be
to be informed when the campaign material is is ready and maketo
informed when the campaign material ready and make sure
get their get their contact information.
sure to contact information.

A great title
a great title
”Dynamite surfing” is a great title. title. It you ayouwhat it’s about and is
”Dynamite surfing” is a great It tells tells bit a bit what it’s
memorable, butmemorable,sparks in interest. it sparks us curious. AIt
about and is most of all it but most of all It makes in interest.
great title makes peoplegreat title makes makes them remember link, it
makes us curious. A click on the link, it people click on the it and
find it again, and it makes other people find it more easily, makes other
makes them remember it and find it again, and it since people
people find it more easily, since people use the same words to
use the same words to link to the content. It to find in searchfind in
link to the content. It becomes easier
becomes easier to engines
search engines or on searches onand similar. similar.
or on searches on Youtube Youtube and
great footage
Great images
We are often very visual. We scan information, and our eyes often
We are often very visual. We scan information, and our eyes
stop briefly on images. A great imagegreat image catches our eye
often stop briefly on images. A catches our eye and makes us
interested. Whenever you can,Wheneverimages usedchoose the
and makes us interested. choose the you can, for thumbnails.
If autogenerated, make sure you cutautogenerated, make sure you
images used for thumbnails. If the movie in a way so that the
cut the movie in a way so that the autogenerated thumbnail
isn’t taken from an uninteresting sequence of the movie. A
movie that starts by fading in from black could end up with an

autogenerated thumbnail isn’t taken from an uninteresting sequence
entirely black thumbnail. Make sure it doesn’t happen for your
campaign. A movie that starts by fading in from black could end up
of the movie.
with an entirely black thumbnail. Make sure it doesn’t happen to your
6. Tracking, evaluation & improvement
campaign.

6 tracking, evaluation & improvement
Tracking
tracking
Proper tracking is essential to be able to say if the campaign
Proper tracking is essential to be able can also campaign has been a
has been a success or not. But, itto say if thehelp you during the
campaign. ABut, it can also help you duringyou campaign.what
success or not. good tracking system lets the know in A good
environments lets you know in what environments the content has
tracking system the content has been well received, where it
has spread the most and how many people interact with it.
been well received, where it has spread the most and how many people
interact with it.
With this information, you can figure out in which environments
the likelihood of viral spread and interaction is the highest.
With this information, you can figurejust reach the tipping point.
Reach out there and you might out in which environments the
likelihood of viral spread and interaction is the highest. Reach out there
Evaluate andreach the tipping point.
and you might just improve
This is very important. Once you have created a campaign,
evaluate and improve use what you have learnt to make the
viral or not, you should
Once onehave created a campaign, viral or not, you should use what
next you better, even more successful. Ask yourself: Did it go
viral? Where didmake the next one better, evenWhat successful. Ask
you have learnt to it work? Why did it work? more worked best?
What didn’tit go viral? Where did it work? Why did it done What
yourself: Did work well? What could have been work? better?
How could we have tweaked the content to make it even
worked best? What didn’t work well? What could have been done better?
more attractive? How could we have made it even easier to
How could we have tweaked the content to make it even moremore
pass it on? How could we have reached out in even attractive?
contextual environments? easier to pass it on? How could we have
How could we have made it even
reached out in even more contextual environments? Use your learnings
when creating your next campaign.

Four quick questions
Four quick questions
Let’s finish off with a little cheat sheet. There are four questions
Let’s finish offask yourselfcheat sheet. There a campaign: you
you should with a little when creating are four questions
should ask yourself when creating a campaign:
1. Why notice – what catches the attention?
1. Why notice?
2. Why interact – what keeps the attention?
2. Why interact?
3. Why act – what makes someone want to pass it on?
4. Why not
3. Why act? act – what could make someone not want to
4. Why not on?
pass it act?

Why notice - what catches the attention?
why notice – what catches the attention? If there is nothing that
catches the nothing that consumer, the attention of a consumer,
If there is attention of a catches there is nothing that will be passed
there is nothing that will be passed on. It could be a striking
on. It could be a striking headline, an interesting image, or maybe top
headline, an interesting image, or maybe top ratings by other
ratings by other consumers. A lot of means it ismeans it is something
consumers. A lot of comments comments something people
peopleabout. Therefore, it is interesting. Make sure to think through
care care about. Therefore, it is interesting. Make sure to think
titles, headlines, images and the thumbnails the thumbnails that are
through titles, headlines, images and that are created by video
created by video sites for example.
sites for example.

why interact – what keeps keeps theOnce someone has started
Why interact - what the attention? attention?
interacting, there ishas started interacting, there is awell care of it!
Once someone a small window of opportunity. Take small
The first 10 seconds of a video are well care of it! Could there be a little
window of opportunity. Take very important. The first 10 seconds
of a video are very important. Could there be a little
cliffhanger included? What is it that will keep the attention? Make sure
cliffhanger included? What is it that will keep the attention?
load times are quick. If noare quick. If a video towatchesno one will
Make sure load times one watches no one the end, a video to
pass it on. no one will pass it on.
the end,

why act – what makes someone want to pass it on? What is the incentive
that will make a consumer pass the content on? Is there an expected
positive experience for the receiver? Does the one passing it on stand to
gain something from passing it on; points, social value or something else?

why not actwhat makes someone want to pass it
Why act - – what could prevent someone from passing it on? Have
you minimized any reasons that the consumer would not want to pass
on?
something on? Is it too commercial? Do you demand too much from the
What is the incentive that will make a consumer pass the
consumeron? Is there an expected positive experience forpass
content in terms of information? Have you made the process to the
it on as easy and quick as possible? Have you optimized it something
receiver? Does the one passing it on stand to gainfor sharing on
from passing it on; points, socialIn general, somethingthe consumer
the platforms the target group uses? value or is the value else?
gets higher than the effort it takes to pass it on? Hard to evaluate, yes, but
Why thinking about.
worth not act - what could prevent someone from
passing it on?
avoid you minimized any reasons that What happens if would not
Have the ”problems” with success the consumer the
campaign really takes off? Is server it too commercial? about
want to pass something on? Is capacity enough? WhatDo you
demand too much of the of a campaign is extremely important, and
bandwidth? The server set up consumer in terms of information?
Have you made the process to pass it onhas the potential to be as
maybe even more so when the campaign really as easy and quick a
possible? Have you optimized it for sharing on the platforms
success. This set up needs to be thought through and made redundant.
the target group uses?
You also need to make sure the mailing server doesn’t make all mails
sent become marked as spam in inboxes, which would effectively kill the
In general, is the value the consumer gets higher than the
effort it takes to pass it on? Hard to evaluate, yes, but worth
campaign.
thinking about.

Avoid the ”problems” with success
What happens if the campaign really takes off? Is server
capacity enough? What about bandwidth?

The server set up of a campaign is extremely important, and
maybe even more so when the campaign really has the
potential to be a success. This set up needs to be thought
through and made redundant. You also need to make sure
the mailing server doesn’t make all mails sent become marked
as spam in inboxes, which would effectively kill the campaign.

Extras
Extras
Gather data
gather data Some campaigns also have clever ways to gather more
data on campaigns also have clever ways my gather more data
Some who interacts with the content. One of to favorites is the
campaigninteracts TV-series Dexter. It actually gathered the name, the
on who made for with the content. One of my favourites is
age, sex, email address, industry you work in and in some cases eventhe
campaign made for TV-series Dexter. It actually gathered the
name, age, sex, email address, industry you work in and in
phone numbereven the phone number of the recipients of the
some cases
of the recipients of the campaign. It was done brilliantly
in that campaign, creating a brilliantly in that campaign, creating a
campaign. It was done personal touch and remarkability. The
personal touch and remarkability. And the information
information gathered was included in the content and actually improved
on the experience. But beware, the content to improve on the
gathered was included in in general, the more information you
experience. But beware, in general, the more information you
gather, the higher the barrier to spread, and the lower the virality. So, it
gather, the higher the barrier to spread, and the lower the
should preferably be done in a smart way and add to the experience.
virality. So, it should preferably be done in a smart way and
add to the experience.
an interesting twist Mark Granovetter once wrote about the
strength of weak ties. twist it concludes that we get more interesting
An interesting In short,
information, such as job tips, from our weak ties, the people we know
Mark Granovetter once wrote about the strength of weak ties.
more as acquaintances rather thanget more interesting information,
In short, it concludes that we close friends. They constitute the
outer limits oftips, network, so therefore they are more likely to sit more
such as job our from our weak ties, the people we know on
information that is not immediatelyclose friends. They constitute
as acquaintances rather than available to ourselves or our closest.
the outer limits of our network, so therefore they are more likely
What about using these weaker ties in a campaign? I guess it could spread
to sit on information that is not immediately available to
quicker around theclosest. What about using these weaker ties in
ourselves or our world, jumping from network to network. Burger
King did this with guess it could spreadSacrifice, where Facebook
a campaign? I the campaign Whopper quicker around the
world, jumping from network to network. Burger King did this
users were encouraged to “defriend” 10 connections on Facebook to get
with the campaign Whopper Sacrifice, where Facebook users
a free Whopper. I assume most of the defriended people were among
were encouraged to “defriend” 10 connections on Facebook
people’sa free Whopper. I assume most of the defriended
to get weaker ties. No doubt an interesting twist.
people were among people’s weaker ties. No doubt an
interesting twist.

share! Feel free to share this ebook with friends and collegues. Spread Now I am back 100% in the online world, at The Viral Company in
Share!
it virally. There will always be an updated version to be found on the Stockholm, working with online strategyworld, at The Viral I have
Now I am back 100 % in the online and communication.
Feel free to share this ebook with friends and collegues.
download page. learnt a lot when it comes to working with online strategies andwhat
Company in Stockholm, understanding human motivation and
Spread it virally. There will always be an updated version to be digital distribution.
found at the download page. can help a campaign go viral, both from theory and practice, and I hope
This ebook is published under a Creative Commons Attribution-
II have been ablea lot when itof that on tounderstanding pass this on
have learnt to pass some comes to you. Feel free to human
ShareAlike license.
This ebook is published under a Creative Commons Attribution- to your friends andwhat can help a campaign go viral, both from
motivation and collegues.
ShareAlike license. reading and practicing, and I hope I have been able to pass
thanks to I would like to thank the people who have generously
contactthat on to you. Feel free please contact me at:
some of If you want to get in touch, to pass this on to your friends
helped me with feedback on this text and made it a lot better. In
Thanks to and collegues.
Email: kristofermencak@gmail.com
alphabetical order: Valerio Franco (doublebblog.it), Anton Johansson
I would like to thank the people who have generously helped Blog: http://www.kristofermencak.com
(antonjohansson.com), Henrik Johansson (theviralcompany.com),
me with feedback on this text and made it a lot better. Contact
Twitter: @kristofermencak
Daniel Mencák (danielmencak.se), Patrick Möller (flavors.me/
If you want to get in touch, please contact me at:
Facebook: http://www.facebook.com/kristofermencak
In alphabetical order: Valerio Franco (doublebblog.it), Anton
patrickmoeller), Cedric Rainotte (bwat.be), Niclas Strandh (digitalpr.se) Email: kristofermencak@gmail.com
Johansson (antonjohansson.com), Henrik Johansson
Skype: kristofermencak
Pere Tufet (tonterias.com) and Emmanuel Vivier (emmanuelvivier.com). Blog: http://www.kristofermencak.com/
(theviralcompany.com), Daniel Mencák, Patrick Möller LinkedIn profile: http://www.linkedin.com/in/kristofermencak
Twitter: @kristofermencak
(flavors.me/digitalpogo), Cedric Rainotte (bwat.be), Niclas an
And of course, if you have feedback to give, do not hesitate to send me Cell-phone: +46 76 700 00 30
Facebook: http://www.facebook.com/kristofermencak
Strandh kristofermencak@gmail.com.
email on (digitalpr.se) Pere Tufet (tonterias.com) and Emmanuel Skype: kristofermencak
Vivier www.emmanuelvivier.com. LinkedIn profile: http://www.linkedin.com/in/kristofermencak
about me My name is Kristofer Mencák and I have a background Cell-phone: +46 76 700 00 30
And of course,School of Economics where I give,ado not hesitate
from Stockholm if you have feedback to took M.Sc. in Business
Administration. email on kristofermencak@gmail.com.
to send me anAfter a couple of years working within webdesign and
SEO my interest in customer satisfaction, word of mouth and viral
About grew. I read about it a lot and decided I needed to start
marketing
me
My name is Kristofer Mencák and I have a background from
practicing.
Stockholm School of Economics where I took a M.Sc. in
Business Administration. Afterworked withof years viral campaigns
So, I joined GoViral in 2005 and a couple igniting working within
webdesign and SEO my interest in customer satisfaction, word
for three years. After that I worked for communications agency JMW
of mouth and viral marketing grew. I read about it a lot and
Kommunikation with tofocus on social media.
decided I needed a start practicing.

So, I joined GoViral in 2005 and worked with igniting viral
campaigns for three years. After that I worked in
communications agency JMW Kommunikation with a focus on
social media.

photo credits
Photo credits:
Watch: Thanks to Sprogz
Dandelion seeds – frontpage: Thanks to Tibchris
Dandelion seeds – frontpage: Thanks to Tibchris
Times Square: Thanks to Francisco Diez Tools: Thanks to Steve Snodgrass
Skateboard ramp: Thanks to Collin W
Times Square: Thanks to Francisco Diez
Model of a virus: Thanks to eviltomthai Lighting match: Thanks to brandbild
Skateboard ramp: Thanks Dragon W
Forest fire: Thanks to H to Collin
Water hole: Thanks to yador Hub: Thanks to jared
Model of a virus: Thanks to eviltomthai
Roller coaster: Thanks to daveynin
Carrot: Thanks to brettf Surfing: Thanks to thelastminute
Forest fire: Thanks to H Dragon
Bullseye: Thanks to ogimogi
Tape measure: Thanks to chefranden
Chess: Thanks to Richard ’Tenspeed’ Heaven
Water hole: Thanks to yador
Fireworks: Thanks to ericlbc Attention sign: Thanks to Kiwi Flickr
Parakeets: Thanks to Caza_no_7
Roller coaster: Thanks to daveynin
Diary/Calendar: Thanks to sunshinecity Server backside: Thanks to indigoprime
Carrot: Thanks to brettf
Bullfight: Thanks to pasotraspaso
”True”: Thanks to Keng Susumpow Twisted flower: fauxto_digit
Bullseye: Thanks to ogimogi
Diamonds: Thanks to LadyDragonflyCC - Frozen Series Loaded
Spider’s web: Thanks to Canned Muffins
Chess: Thanks to Richard ’Tenspeed’ Heaven
Hoop on fire: Thanks to Kissimmee – the heart of Florida
Watch: Thanks to ericlbc
Fireworks: Thanks to Sprogz
Tools: Thanks to Steve Snodgrass
Parakeets: Caza_no_7 to brandbild
Lighting match: Thanks
Hub: Thanks to jared
Diary/Calendar: Thanks to sunshinecity
Surfing: Thanks to thelastminute
Tape measure: Thanks to chefranden
Bullfight: Thanks to pasotraspaso
Attention sign: Thanks to Kiwi Flickr
Server backside: Thanks to indigoprime
”True”: Thanks to Keng Susumpow
Twisted flower: Thanks to fauxto_digit
Diamonds: Thanks to LadyDragonflyCC - Frozen Series Loaded
All photos are licensed under a Creative Commons Attribution 2.0 Generic license.
Spider’s web: Thanks to Canned Muffins

Hoop on fire: Thanks to Kissimmee – the heart of Florida

Viral thinking - a viral marketing toolkit - get the expanded and updated version here: http://bit.ly/viralmarketingtoolkit

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Viral thinking - a viral marketing toolkit - get the expanded and updated version here: http://bit.ly/viralmarketingtoolkit