Why Going Viral Means More Than Getting Pageviews by Sara Critchfield of Upworthy

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Published on March 11, 2014

Author: SearchMarketingExpo

Source: slideshare.net

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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

@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 350,000 Twitter Followers 5,600,000 Facebook 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 generation views 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 35posts 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.

#smx presentations

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