Viral Loop: From Facebook to Twitter, How Today's Smartest Businesses Grow Themselves, 2009
Adam L. Penenberg (publicista y profesor), presenta varios casos de exito y fracasos virales. Detalla 13 caracteristicas que son comunes para en compa;ias con "viral loop".
1. Web-based: Built on internet
2. Free: Users access the product at no charge
3. Organizational Technology: Template for user creativity.
4. Simple concept: Elegant and user friendly.
5. Built-in virality: Users are mnotivated to spread product.
6. Extremely fast adoption
7. Exponential growth
8. Virality index: Average user attracts at least one more user
9. Predictable growth rates: Expands at a predictable rate
10. Network effects: Attractiveness increases as clinetele grows.
11. Stackability: Works in concert with other viral loop
12. Point of Nondisplacement: Self sustaining (competitors couldn't knock it off its pedestal even with comparable products)
13. Ultimate saturation: Growth finally slows
El "viral loop" describe como el contenido fluye a travez de las redes sociales.
Una buena frase de Viral Marketing del libro [lucas2006guerrilla]
"Its when the public cant tell whats advertising and whats not"
Gavin Lucas, Guerrilla Advertising
Tabla comparativa de tipos de marketing [kotler2010marketing]
Mirko Pallera [pallera2012create] de Ninja Marketing (Italia), describe el viral loop con un diagrama que incluye clicks y comparticiones.
En https://rizzoma.com/topic/632780080db724ac6028e55363b4b80a/0_b_2rbk_21kn0/
se describe la ecuacion del coeficiente viral en un determinado ''viral cycle", mide el crecimiento viral de un determinado agente infeccioso.
Viral Growth
K = I * CR
K = viral coefficient
I = invitations each user sends in one cycle of the loop
CR = conversion rate of invitations (rate at which invitations convert into new users)
Si K > 1, existe crecimiento viral
@book{penenberg2010viral,
title={Viral Loop: The power of pass-it-on},
author={Penenberg, Adam},
year={2010},
publisher={Hachette UK}
}
@book{kotler2010marketing,
title={Marketing 3.0: From products to customers to the human spirit},
author={Kotler, Philip and Kartajaya, Hermawan and Setiawan, Iwan},
year={2010},
publisher={John Wiley \& Sons}
}
@book{pallera2012create,
title={Create! Progettare idee contagiose (e rendere il mondo migliore)},
author={Pallera, Mirko},
year={2012},
publisher={Sperling \& Kupfer editori}
}
@book{lucas2006guerrilla,
title={Guerrilla advertising: unconventional brand communication},
author={Lucas, Gavin and Dorrian, Mike},
year={2006},
publisher={Laurence King London}
}
Authors referenced: Adam L. Penenberg, Mirko Pallera, Gavin Lucas
