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Viral Marketing Vs Spreadable Media

[VIRAL VS. SPREADABLE ] In this loop there is only one voluntary action, the decision to interact with the campaign. Everything else is involuntary. A user's very participation propagates the campaign. JOE PUNTER SOCIAL NETWORK USER INITIAL EXPO0SURE TO CAMPAIGN TRANSMISSION: SAW WALL POST SOCIAL FEED PROMOTION IN NETWORK / WEBSITE FROM FRIEND, FRIENDS / FOLLOWERS DOESN'T WANT TO MISS OUT Sally just beat Steve's score. Top of league ! Sally joined The Campaign ! TRANSMISSION: Joe is The Campaign's 00 latest recruit ! SAW PROMOTION ON WEBSITE HIGH- LIGHTING FRIENDS WHO HAVE JOINED 7 of your friends 00 have already joined! TRANSMISSION: TRANSMISSION: READ TWEET FROM SOCIAL PROOF TRUSTED CONTACT CAMPAIGN ENTRY POINT FACEBOOK FAN PAGE OR LANDING PAGE REINFORCEMENT OF AND PICQUED THEIR CAMPAIGN FROM INTEREST KNOWN SOCIAL CONTACTS Help Sally now! TRANSMISSION: SAW GREAT, POSITIVE QUOTE FROM CAM- PAIGN MEMBER Steven joined in about an hour ago! DECISION POINT USER INTEREST, POTENTIAL REWARD, SOCIAL VALUE, COST OF ENTRY. ACCESSES CAMPAIGN GRANTS ACCESS TO SOCIAL CONTACTS AUDIENCE EXPANDED AND TO WRITE TO FEED. OPPORTUNITY TO INTERACTS WITH CAMPAIGN. INCREASE AWARENESS AND PROMOTE CAMPAIGN TO SOCIAL CONTACTS TRANSMISSION: USER JOINED SOCIAL PROMOTION OF NEW RECRUIT New entrants are often motivated by engaging campaigns in- volving sweepstakes, competitions, quizzes, group offers and coupons which focus the decision on potential reward, social GOAL REACHED ENTRY, SIGN-UP, HIGH-SCORE ETC value and user interest. This infographic illustrates that marketing via social networks is often viral, and not just about 'spreadable' media. In reality, interactions involve both voluntary and incentivised decisions, which then initiate involuntary propagation. TRANSMISSION: USER ACTIVITY SOCIAL PROMOTION OF USER ACHIEVEMENTS OR INTERACTIONS EngageSciences CONTACTS POTENTIAL RECRUITS SOCIAL KNOWN RECRUITS MBERS CAMPAIGN O Copyright 2010 EngageSciences.

Viral Marketing Vs Spreadable Media

shared by rmmojado on Jan 24
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Over the last couple of years groups such as the MIT Convergence Culture Consortium have recommended replacing the use of the term ‘viral marketing’ with ‘spreadable media’. The main argument ...


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