Description of the five principles that govern why something becomes viral or not in the digital space.

1. Viral Mechanics
Jesper Åström
@jesperastrom / jesperastrom.com
Ideas worth keeping to yourself

2. What do I do

3. What do I do
I create tools that make digital
marketing as easy as clicking the
next button...

5. ...till.

6. The basics.

7. A viral is not...

8. It is not a virus
bla

9. A lot of views on
youtube...

10. Something that happens
by chance...

11. A “share to” button...

12. A viral is...

13. A virus
bla

14. A frame of mind...

15. A story...

16. ...that leads to sharing
between users.

17. 1:1 transmission

18. Target Groups

19. Viral target groups
“Forget about demographics, think
about personalities”

20. The Worker

21. The commentator

22. Audience

23. Viral target groups

24. Viral target groups
Worker Commentator Audience

25. One Viral chain of
trade

26. Step 1
1. Why to join
2. What to gain
3. How to join

27. Step 2
1. Give them something to join - a
tangible reward - “Join and get...”
2. Make them pay with a social
currency to increase their chances
or gain social status

28. Example
1. Join and get a free e-book
2. The user joins and gets a YEY - you
are the best!
3. Here is your reward! Share it by
giving the same chance to max 5 of
your friends from Facebook.
4. Or: Share it this exclusive offer with

29. The 5C’s of viral marketing

31. Creativity
Conformity
Challenge
Charisma
Cheating

32. Creativity

33. “the story behind
the story”

34. “the story behind
the story”

35. “the story behind
the story”

36. Copy
• Two step rocket:
“Join and get...
Increase your chances by...”

37. Conformity

38. Conformity
We belong together!

40. Causes
Join and get...
Invite and increase the likelihood

41. Den här
konferensen

42. Den här
konferensen

43. Den här
konferensen

44. Den här
konferensen

45. Den här
konferensen

46. Den här
konferensen

47. Den här
konferensen

48. Den här
konferensen

49. Den här
konferensen

50. Challenge

51. “the imposing
call to action”

52. “the social currency”

53. Charisma

54. Charisma
I want to be like you!

57. Cheating

58. Malware
How to Cheat Social Media

59. The traffic driver

60. Getting the right copy

61. The landing page

62. Hiding the share button

63. Purpose?

64. Purpose!

65. View and Fan boost
How to Cheat Social Media

66. We all want to be in a toplist

67. Cheating!

68. Cheating?

69. Not Cheating!

71. Buy fans!

72. Digg

73. Effect

74. C
Y= -rx
1 + ae

76. Viral marketing: The mechanic defined
“Itis not a question of how to
enlarge your penis, but an
answer to how you enlarge
your friend list...”