Viral Marketing How to Gain Demand & Amplify Viral Growth Joe Sanchis Founder & CEO Queue

About Me Lives in San Francisco Founder & CEO of Queue Expert at Bootstrap Labs Pretail Thought Leadership Growth Marketing Consultant Startup Mentor, Investor, & Advisor Former VP at Morgan Stately, Wells Fargo

Viral Growth Why Viral Marketing? Best ROI Co-marketers Higher conversion Fastest growth Social awareness

Viral Growth Kinds of Virality Content (video/image/story) Product (inheritably viral) Personal (referral marketing) Audience (events, campaigns)

Viral Growth Valuable Virality 2.0 “Viral is great, but valuable virality is better. Content people share that also increases sales, boosts product evaluations, or in some way helps the brand.” - Johan Berger, Author of Contagious

Viral Growth Viral Marketing Efficiency Low cost traffic High conversion High activation Low cost referrals High viral growth

Viral Growth Coordinated Campaign Mobilized for Driving Action

Viral Growth Viral Campaign Formula 1.Seed initial users (100 – 500) 2.Conversion rate (30-50%) 3.Activation rate (15-25%) 4.Engagement rate ( %) 5.Sustain traffic (30 to 90 days) Result: Viral Growth (K > 1)

Viral Growth Seed & Fuel Traffic Existing customers marketing lists Paid advertising, PR Promote on web/social Prep, announce, sustain

Viral Growth Attract & Convert Value proposition Social proof Easy sign-up Bonus incentive Attractive design Mystery, urgency

Viral Growth Activation – Incentive Audience focused Reward mixtures Easy instructions Simple activities Personalization Social belonging

Viral Growth Pre-launch Consumers

Viral Growth Engagement Personal Progress Social Progress Gamification Trigger points Fresh content Extra surprises

Viral Growth Duration & Sustainability Daily ads Media stories Joint promos Community Influencers Movement

Viral Growth Measure Campaign Results Track all activities Viral acquisition Nurture, engaged Grown communities Content, information Built awareness Identity influencers Rewarded top fans

Viral Growth CPA = $5 (.25 CPC, 5% conversion rate) Social = $1 (likes, follows, shares, content) ROI Example Viral acquisition = $77,025 (15,405 referred) Social activities = $21,020 (21,020 activities) Earned media value = $98,045 (total) Campaign costs = $9245 (incentives, tools) Viral CPA =.60 + Social value (extra bonus) Net ROI = 1006% return on spend (10X ROI)

Viral Growth Summary Audience campaign + contest event Valuable virality is best, action for brand Marketing efficiency is key for growth funnel Formula (conversion, activate, engage, time) Psychology (join, gamification, social proof) ROI analysis (integrated campaign metrics)

Viral Growth Questions

Viral Growth Contact Me Joe Sanchis Queue

THANK YOU! #startupsocials